Before we know it, we’ll start to see folks camped out in front of Best Buy as they forego Thanksgiving in an effort to be first in line for the latest and greatest tech gadget. For businesses, the days following Thanksgiving are a crucial time of year. We know that many marketing teams will be gearing up for those days, so today we want to share tips with you for planning your Black Friday marketing strategies.
Here are ways you can position yourself for Black Friday marketing success:
- Use your data from last year. Dive into your customer information and see what the numbers can tell you. When was your store busiest? What emails or advertising offers got the best response? Your database has a lot of information that can help you develop winning strategies for this year.
- Clean up your data from last year. Throughout the year, records in your database decay rapidly. So, while it’s a great idea to see what worked from last year, it’s a pretty terrible idea to try and send emails or offers to the same lists. Sending offers with success gets even trickier this time of year, especially via email. Before you send anything, get your email list verified and if you are sending a direct mail offer make sure the addresses are still accurate.
- Don’t forget about mobile. More and more Black Friday is starting to resemble Cyber Monday, especially with significant increases year-to-year in mobile purchases. Ensure that your website is ready for mobile traffic. Remember, 68 percent of emails are opened on mobile devices so make sure that the offers you’re sending via email are also optimized for mobile.
- Use a multi-channel approach for best results. While a direct mail offer is great and email marketing always helps, when you do both together you’re sure to get a higher response rate. In an increasingly crowded world, engaging your customers in more than one way is the best way to get the result you want.
- Think past Black Friday. Check your data from last year to see which days in November were your most popular shopping days. Extend the life of your Black Friday offer for a full week. Plan a retargeting campaign for people who visited your site, but didn’t make a purchase. There are so many ways to keep reaching your customers past Black Friday, so don’t let your strategy end at midnight!
If any of these tips sound intimidating, don’t worry. AccuData Integrated Marketing is here to help every step of the way. We can help you analyze and clean-up your customer database, ensure that your email campaigns appear perfectly on every mobile device, and help you plan your multi-channel approach. Contact us today to learn more!
What are your biggest challenges during the holiday shopping season? Tell us below!