The clock is ticking until Black Friday. Here are 5 automations you need to implement NOW to make Q4 record-breaking, not chaotic.
Black Friday is fast approaching. Most marketers are already feeling that characteristic pre-season stress. The question is: are you preparing for the biggest sales rush of the year, or are you just hoping for luck?
Black Friday is not just one day
Black Friday, once a one-day sprint, has evolved into a sales marathon. Marketers now need to design multi-stage campaigns that engage customers throughout the fall season.
The extended period of intense shopping allows for more than just a surge in sales. It’s an opportunity to increase basket value by encouraging customers to purchase higher-priced items and complementary goods. A well-planned campaign can translate into significant revenue growth while building a long-term customer relationship that goes beyond a one-time transaction.
With marketing automation, you can prepare your campaign on time, and your audience will receive personalized messages with product recommendations tailored to their needs.
Segmentation – get to know your customers before Black Friday
To get your marketing campaign right, you first need to know what your customers are interested in, what products they browse, and what content on your website they click on and engage with the most. RFM reports will help you with segmentation. They will tell you who has been shopping regularly recently and buying more expensive items. Create segments based on the frequency of purchases in Q4 of previous years and the average transaction value during the season. Also, consider the product categories most frequently purchased by specific customer groups.
The “VIP Black Friday” segment can include only those who have spent a minimum of 1000$ in November-December over the last 3 years. This group will receive early access to the latest collection, which increases the likelihood of larger purchases.
Automation of abandoned shopping carts with dynamic timing
Did you know that during Black Friday, over 70% of shopping carts may be abandoned? With Marketing Automation, you have a chance to save them! We will advise you on how to create a scenario for recovering abandoned shopping processes.
You can send the first message an hour after the products have been added to the cart. The reminder email should include information about limited availability during Black Friday. This is the moment when the customer still remembers the purchase and can be easily persuaded to finalize it.
After a few hours (if the purchase has still not been paid for), the recipient will receive a message with additional complementary products and information about free delivery when a certain amount is exceeded. This strategy not only increases conversion, but also the average order value.
After 24 hours, the potential customer will receive a 10% discount code valid for the entire range for a limited time.
Cross-sell and up-sell automation
The iPresso system dynamically changes content depending on the recipient. In practice, this means intelligently suggesting products that will actually increase the value of the transaction.
The user can see, among other things, similar products, as well as more expensive, better options. You can place recommendation frames both in emails with automatically selected products and in pop-ups on the website.
Here is a simple example: a customer browsing laptops automatically sees new models in this category and offers for computer accessories, rather than random products from the entire range.
The mechanism works similarly in the B2B industry. A customer buying software for a small business receives an offer to purchase additional tools for start-ups.
Reactivation campaigns
A database of inactive contacts is a sleeping giant. During the holiday season, many people return to shopping, and automation can “wake them up” at the right moment.
An SMS such as: “Hey Anna! We remember you and have a special discount for you: [code]” reminds them of the brand, informs them about upcoming Black Friday promotions, and can effectively encourage them to return. It is a gentle way of making contact that does not exert pressure.
When it comes to reactivation, timing is crucial. A campaign launched a week before Black Friday may not give customers enough time to make a decision. Instead, it is better to build curiosity among recipients a dozen or so days in advance.
The relationship does not end after the purchase
The holiday season is not only about sales, but also about building long-term relationships and converting leads into loyal customers. Remember your buyers after the transaction is complete and send them a thank you note for their purchase along with logistics information. Once the order has been received, it’s time to ask for feedback. The iPresso system can automatically send NPS surveys, allowing you to better understand your customers’ needs and gain helpful insights for future campaigns.
Summary: Take advantage of the pre-holiday shopping rush
Black Friday and the holiday season are periods of intense sales, but true success is measured in the long term. Marketing Automation helps build lasting relationships with customers. The use of advanced technologies while maintaining a human approach to communication makes customers feel appreciated and treated with distinction.
Do you need support in preparing automation for the holiday season? With iPresso, you can create marketing campaigns tailored to the specifics of your business. Fill out the brief and schedule a free consultation.
Remember: Every day of delay is a lost opportunity. The clock is ticking, and the best marketers are already building their advantage for Q4.
