With the nights drawing in, wood burners springing back into action and Autumn well and truly upon us, thoughts have turned to one of the year’s biggest events.
No, we’re not talking about the return of the Pumpkin Spice Latte, we’re talking about Black Friday.
Love it or loathe it, it’s become a fixture in the calendar. And while (thankfully) the hype and hordes of shoppers have calmed down from when it first made its way to the UK, it still presents an opportunity for brands across all sectors to engage with customers, drive sales and reward loyalty.
But, before you jump on the Black Friday bandwagon, ask yourself this: “Is Black Friday right for your brand?”For some of you, it will categorically be a “No.” And that’s ok - especially if you have customers whose values align with yours. Calling out Black Friday, and saying you’ll be offering great value and service throughout the year instead of running a sale, can give your customers confidence and increase the respect they have for you. Plus they’ll appreciate your honesty.
There’s great examples of brands who have done this well. Luxury denim brand, Hiut Denim, famously closed their website and ecommerce store in 2018 in a stand against the mass consumerism of Black Friday. The move generated a sea of goodwill towards the brand, with Twitter and Instagram users in particular swift to praise their stance.
This being said, Black Friday can still be a great way to boost sales, especially if it's done in a smart, savvy way which doesn’t become a race to the bottom and you ‘own’ it and make it yours.
Over the coming weeks, inboxes are going to be flooded with Black Friday emails and it will be very easy for your email marketing campaigns to be swept away in this flood if you don’t stand out from the crowd.
Here’s our three top tips to help you make sure your Black Friday email marketing campaigns deliver the results you want:
1. Go beyond the discount
Giving more to your customers goes way beyond offering discounts. You can beat the frenzy to slash prices by offering value added products to drive sales. It could be a complimentary gift, a bonus night on hotel bookings or any kind of incentive that makes you customers feel loved, special and valued.
It’s also a great chance for you to let your brand’s personality shine through. You can use this as an opportunity to educate and entertain your customers, to give them something they don’t expect and to make the experience they have when engaging with your email marketing campaign one they will remember. By adding value to your customers, you’ll build and strengthen the relationship you have with them, increasing loyalty and lifetime customer value.
2. Treat your VIPs
While we’re talking about it, it pays to reward loyalty. Use Black Friday as a way to treat your VIPs, your most loyal customers and your super fans. This could be in the form of an exclusive discount code, limited-time exclusive access to your products or services, or perks like free delivery if it’s applicable to your business. Think of it as a way to thank your customers and to show them you value them.
3. Be smart with segmentation
By being smart with your data and segmentation, you can send personalised offers to your customers. This could be product recommendations based on past purchases or what you know your customers are interested in. Let’s say you run a hotel. If you have a family of four that’s stayed with you for the past two summers, it’s much better practice to send them content pushing family breaks in 2022 rather than last-minute getaways in the shoulder months. Data is your friend and, when used to its full potential, can help you maximise your returns, not just on Black Friday, but throughout the whole year.
To summarise, if Black Friday is for you, don’t blindly follow what others are doing. Adopt a series of strategies that are right for you, your business and your customers. By taking the extra time now to plan your campaigns, you’ll get better results and more engagement from your customers.
We’re always here to help if you need support and guidance. Simply get in touch and we’ll help you make this your most successful Black Friday and festive season yet.