Black Friday is the busiest and most laborious time for companies, particularly those with physical and online stores. At this time the weaknesses in online commerce and the structure of orders and stock become apparent.
Simply promoting Black Friday without planning can be detrimental to your business. Maintaining clear communication, well-structured logistics and customer service are essential for successful sales.
Top reasons to send newsletters now!
Black Friday is always on the last Friday in November, but most brands prepare their campaigns months beforehand, starting in mid-September or October. Communication starts earlier, and the plan is to prepare the consumer for November, increase sales, and attract customers’ attention at one of the most anticipated times of the year.
Preparing the strategy and action schedule in advance is the key to success!
Prior planning, combined with the popularity of Black Friday, allows managers to define the products to be promoted, the discounts to be applied and the communication channels to be used.
- Highlight Exclusive Offers and Discounts
Black Friday is known for big discounts, and newsletters are ideal for highlighting unmissable promotions, attracting customers to the site and encouraging quick purchases.
- Create urgency
With catchphrases such as “last chance”, “limited discounts” or “exclusive offer for subscribers”, the newsletter helps to generate a sense of urgency that drives customers to take immediate action.
- Targeting to Increase Relevance
Using data from previous purchases, it is possible to segment the public and send offers that interest each group, increasing the chances of conversion.
- Generate Expectation
Sending out newsletters before the event helps to build anticipation and keep customers on their toes. They are prepared for the offers, which can significantly increase sales on the day.
- Reminding Customers of the Event
Black Friday is a busy period, and newsletters help remind customers of the offers, preventing them from missing out on an important purchase opportunity.
- Making the most of Email Traffic
During Black Friday, email open rates generally increase, meaning customers are more likely to interact with the newsletters and click through to see the offers.
- Post-purchase customer loyalty
Offering a special discount for the next purchase or announcing future events (such as Cyber Monday) helps keep customers engaged after Black Friday.
- Boost impulse purchases
Combining high discounts and short deadlines encourages quick decision-making, which can lead to impulse purchases.
To sum up…
In short, newsletters on Black Friday are a way to stand out from the competition, keep customers informed and increase sales, making the most of this consumer season.
Discover the mistakes to avoid and the best practices for Black Friday campaigns.
Black Friday campaigns: Mistakes to avoid
Make the most of Black Friday by avoiding these mistakes:
- Inefficient stock (lack of stock, delivery delays, logistical errors, lack of order tracking technology);
- Fraud, i.e. “everything for half the price”;
- Lack of timely planning;
- Not very user-friendly e-commerce;
- No technological support for the increase in traffic;
- A limited number of payment methods;
- Complex checkout, with many steps and confusing information;
- Insufficient logistical capacity (resources and processes);
- Lack of customer service and untrained support staff;
- Lengthy and complex returns and exchanges policy.
Good practices for the peak season
- Have effective stock management;
- Synchronize stock in sales channels;
- Evaluate the performance of marketing channels;
- Always send clear and consistent messages;
- Use different communication formats, such as landing pages, pop-ups on your website, email marketing, and promoted posts on social networks…;
- Don’t forget the mental triggers that lead to Fear of Missing Out (FOMO);
- Do upselling and cross-selling in the online store;
- Carry out performance and conversion tests on the website;
- Ensure mobile-first browsing. Most consumers spend more time on their cell phones than on their computers;
- Simplify the checkout process;
- Prepare or create a dedicated Black Friday team.
Post-Black Friday
Who said that after Black Friday the offers, campaigns and planning ends? This is the time to extend your promotions into the following week, offering “Cyber Monday” or “Black Weekend” deals.
Plus, remember that all the customers you’ve built up during this period will continue buying your brand. By respecting the GDPR and subscribing to your newsletter, you can continue to communicate with them throughout the year.
If you’ve made it to the end of this article, you’ve seen why it’s important to plan and implement a multichannel strategy to make the most of this season.
You can count on the experience of our marketing team to “get your social networks moving” and manage all your campaigns on the most diverse channels. Contact us: comercial@md3.pt.
