Marketing Tips for Black Friday
That Boost Open & Click Rates
Marketing Tips for
Black Friday
Considered as the official start of the holiday season, Black Friday is now a staple of the yearly retail calendar, a time when brands across every sector can increase awareness,
drive customer engagement, and most importantly, boost their winter sales.
10+ Years Experiences
This has led to oversaturation in the space as companies compete for consumers with competitive discounts, exclusive offers, and, in certain cases, early entry times for shoppers looking to get a kick start ahead of the crowds.
Craft customer loyalty incentives?
Customer loyalty programs play a key role in driving repeat purchases, helping brands maximize sales while deepening long-term relationships with their consumers. In a study conducted by EY, 46% of respondents listed loyalty reward program offerings as the primary reason for remaining loyal to a brand.
These incentives give consumers a perceived level of personal value that can transform a one-time purchaser into a repeat buying brand advocate..
Plan early and set clear KPIs?
One of the biggest mistakes companies make is waiting until November to plan for Black Friday.
In fact, the brands that ‘win’ Black Friday often aren’t the ones with the most impressive and competitive discounts, but those who’ve done the most rigorous planning in advance. The earlier you have a roadmap of offers, creative tests, and channel strategies in place, the better.
Accurately forecast and stress-test everything?
Black Friday can deliver five to ten times normal sales volume, but that’s only if you’re operationally ready. An accurate eCommerce forecast is crucial to providing clarity and ensuring your operational plan is able to support your sales.
If you've over-stocked, for example, you risk cutting into your profit margins. On the flip side, if you understock, you'll likely sell out too early, leading to loss in revenue and damaged customer experience. The reality? Nothing damages trust faster than advertising an amazing deal and then running out of stock.
Discounting is arguably the most important part of any Black Friday deal, but many brands focus too heavily on enticing offers, allowing them to cut into their profit margins. A study conducted by Aampe found that lower discounts in the range of 10-15% or 20-25% actually drove the best conversion rates, rather than more aggressive discounts (50-70% for example).
A lot of Black Friday content features the same three elements: a black and white color concept, a nod to the festive holiday, and prominent discounts, making these generic designs instantly forgettable.
Consider testing your site’s mobile layout to ensure it is eye-catching, accessible, and efficient. Eliminate unnecessary steps that could slow customers down where possible, and streamline the checkout process to prevent drop-offs caused by lengthy forms. Also, make it easy to buy by enabling guest checkout and supporting payment options like Apple Pay and Google Pay.
Black Friday is not a “set and forget” weekend. Your carefully constructed campaign requires constant vigilance.
Use live dashboards to monitor KPIs hourly, quickly reallocating budget to campaigns that are performing and pulling back on those that aren’t. Staying agile in real-time can make or break your results.
