Written by: John Moussan, Executive Contributor
Executive Contributors at Brainz Magazine are handpicked and invited to contribute because of their knowledge and valuable insight within their area of expertise.
According to Okendo, a staggering 80% of consumers are tightening their purse strings to some extent leading up to the holiday season. This fact highlights the need for brands to seize the potential offered by Black Friday and Cyber Monday (BFCM) by offering genuinely personalized customer experiences to break through the holiday shopping clutter.
Black Friday and Cyber Monday (BFCM) undoubtedly stand as the e-commerce calendar's high-octane days. Enthusiastic shoppers eagerly anticipate these events, seeking early-bird deals and promotions. For both merchants and the marketing agencies partnering with them, the road to success on these monumental shopping days starts long before the holiday season kicks in. Armed with a treasure trove of customer data, the challenge lies in deciphering when and how to leverage this information effectively, pinpointing the right audience to drive sales. To truly shine amidst this competitive frenzy and make the most of your sales potential, it's time to put some targeted strategies into play. These strategies are designed to be a magnet for your ideal customers, engaging them in a way that stands out from the rest. But first, let’s be realistic. Customers attracted to BFCM campaigns have their primary goal of snagging a deal. This means that they're more inclined to switch to a more budget-friendly alternative whenever the opportunity arises. That's perfectly fine. The essential objective is to gain new and high-quality customers during Black Friday. This is why it’s worth noting that excessively generous incentives to attract fresh customers can significantly inflate the expense of customer acquisition. Don’t worry. There's a toolbox of effective strategies at your disposal, each tailored to help you not only attract customers who have a genuine interest in your products but also those who are ready to take the plunge and make a purchase. These strategies are the key to ensuring that this holiday season becomes a resounding success for your business. Like a map to Santa's workshop, these strategies lead you straight to customers who aren't just interested in your products but are basically doing a victory dance, ready to hit that "buy" button. 🛒💃 Within this comprehensive guide, we are here to walk you through the essential steps, ensuring you seize every opportunity to its utmost potential. Think of this as your handy BFCM handbook, thoughtfully assembled to equip you with the wisdom, insights, and actionable strategies required to thrive during this pivotal time of the year.
So, without further ado, let's dive right in and make this holiday season the most “winning” one you've ever experienced!
1 Harnessing the power of email marketing
Think about how each part of your email grabs the attention of the people you're sending it to. During Black Friday and Cyber Monday (BFCM), they'll be getting lots of emails, so your aim is to be different from the rest. When someone opens your email, make sure it's really easy for them to see why they should shop and what's in it for them. But how? When planning your email strategy for Black Friday and Cyber Monday(BFCM), it's vital to comprehend how every aspect of your email campaign engages your subscribers, as per Klaviyo's insights.
Ensure a Distinct Call to Action(CTA)
Tailor Content to Individuals
Incorporate Elements of Exclusivity
Simplify the Shopping Experience
As I have mentioned earlier customers who are usually attracted to BFCM campaigns have their primary goal of snagging a deal, so differentiating between loyal customers and those who only shop during BFCM is crucial during the holiday season. Understanding these dynamics allows you to customize your strategies for the most significant impact.
2 Don't put all your chips on the table
When it comes to those brand-new customers, don't go crazy with discounts for folks who haven't really shown they're big spenders yet. Customer acquisition doesn't have to be the bad guy in the story if you play your cards right.
A common holiday strategy is to create swift email lists targeting people who frequently check out a product but haven't made a purchase. If you can use custom survey questions in reviews to get a sense of the key products that interest your VIP customers before BFCM, you can get a head start on creating segmented lists based on their assumed preferences.
3 Keep an eye on what your competition is up to in the marketing game
It’s like a treasure chest of ideas for your Black Friday and Cyber Monday deals. The simple trick? Join their email list and see what cool campaigns they're cooking up. Just remember, while inspiration is great, don't get too carried away. 😉
Take a cue from your past campaigns. Honestly, nobody knows your audience better than you. Your recent campaign results tell you exactly what's hot right now with your top clients and loyal customers (VIPs). What's the secret sauce that keeps your customers coming back for more? What's the driving force behind their purchases from you? Create a special deal just for them, throw in early access, and you'll not only strengthen their loyalty but also extend it well beyond the holiday season.
4 Consider these tactics to smartly engage your most valued customers during the BFCM season
While using a drop RSVP for new BFCM releases may seem simple, it requires a strategic approach. In terms of planning, separate your known shoppers from VIPs who haven't shown interest through window shopping or exclusive drop RSVPs.
Extend your holiday shopping window and boost the chances of repeat purchases before the year concludes by offering exclusive shopping times to VIPs when you anticipate a significant general discount is on the horizon.
Begin testing those less engaged groups by blending them into campaign emails alongside your highly engaged customers. This gradual strategy helps minimize any potential harm to your email deliverability since you're including the less engaged folks in small, manageable amounts.
5 Use SMS to create urgency for sales
With more and more brands turning to email for BFCM, it's high time to spice things up by adding SMS marketing to the mix.
This is the secret sauce to really catch the eye of consumers. Just like with emails, well-planned BFCM text messages really grab attention and get shoppers moving. These subscribers are usually pretty involved already because texting is a personal thing, so make it feel like an exclusive and personal chat. For instance, many brands send early access deals to their SMS pals, giving them VIP treatment with first dibs on the good stuff.
Conclusion
In the e-commerce world, long-lasting customer relationships are the key to lasting success.
This Black Friday and Cyber Monday, you've got a golden chance to turn one-time shoppers into lifelong fans by WOWing them with fantastic experiences, personalized interactions, and top-notch post-purchase support.
Are you ready to supercharge your profits in the last 3 months of 2023? Reach out to me on LinkedIn or through our website today. Be sure to mention this article, and as a special bonus, I'll send you a complimentary copy of my book, 'The Ultimate Ecommerce Growth Playbook.' It's packed with invaluable email and SMS strategies to fuel the growth and sustainability of your DTC business.
John Moussan, Executive Contributor Brainz Magazine
John Moussan is an e-Commerce growth expert, vetted as the top 1% in his field. Leveraging his engineering background and business experiences, he created powerful strategies that can add 25% more revenue within 90 days for DTC brands. He is the founder & CEO of Great White Media, an elite global email and SMS marketing agency based in Southern California. His top core value is putting people first. His vision: To build better lifestyles for his customers, his team and community.
