Now that the Black Friday Cyber Monday frenzy is over, it is a pivotal time to foster relationships with new customers and leverage them to enhance sales throughout this upcoming holiday season.
Why Black Friday Shoppers Are Key to Holiday Season Success
With black Friday only just behind us, and the holiday season upon us, now is the prime time to turn first time customers into loyal, engaged customers.
Black Friday sales draws in shoppers who may not have previously been aware of your brand, now that they have a connection, you need to build on it to ensure they develop brand awareness and continue to come back.
Despite being new customers, they have shopped with you recently so, what will your business do to ensure you stay front of mind?
Segmenting Black Friday Customers for Maximum Impact
Each customer touch point needs to be relevant to the individual, feel personalised and most of all – purposeful. It’s no good to spend hours crafting a marketing campaign if it doesn’t align with your target customers.
This is where segmentation comes into play. Segmentation is the key to driving sales by dividing up your customer base into varying categories, depending on where they sit in their journey.
For example, a segment of subscribers with low open and click rates will receive different marketing than VIP customers.
In this scenario, let’s create a new segment for first time customers, gained over BFCM. Now it’s time to introduce them to your brand through a welcome series – show them what you’ve got! Now that their brand awareness is increasing, offer them an exclusive discount on their next purchase – make them want to come back. You’ve certainly got their attention now, perfectly in line with the peak holiday shopping period; and just ahead of the Boxing Day sales.
All of your customers are important – but these recent first timers need to be nurtured to cut through the noise of every other brand during the busy quarter.
Using SMS and Email Automations to Re-Engage Black Friday Shoppers
Email, SMS and Automations should be your best friends during high sales periods, if not – now is your chance to get ahead.
SMS marketing is an untapped market – that gets the MOST taps (if you get the drift). SMS feels personal and instantly gets the attention of the receiver. It also feels timely, as if you have a limited amount of time to act on this.
Email campaigns need to be engaging with clear displays of your products – let people imagine that item in their home. Though, be cautious with imagery – test, test and test again to ensure the email isn’t landing in spam folders.
Automations are a powerful tool, operating in the background with little input and HUGE output! Automations can use your segments and hit send on series and campaigns. Let them do the work for you, whilst you focus on other areas of the business.
Creating Targeted Campaigns
Strong and dynamic campaigns drive sales through the holiday season. Campaigns that connect to people’s nature tug at them, helping to pursue a sale. Using call to actions, a sense of urgency is placed upon them, with the feeling that in purchasing this item, a special person in their life will be filled with joy upon receiving the gift.
Afterall, it is the giving season, you need to craft campaigns that will remind your customers of their friends, family and coworkers, rather than themselves. Get in their shoes and consider who they’re shopping for; their newborn niece or their coworker in the team Kris Kringle. What they’re shopping for and importantly, WHY they should be purchasing your product. Your campaigns need to reflect this as it is what will get them over the line.
Looking Ahead: Retaining Black Friday Customers for the Long Term
Black Friday draws in a heap of new customers, don’t let them just be a number – give them the opportunity to become loyal customers. Show them what else you have to offer and how it will benefit them. Use enticing campaigns that drive repeat purchases & don’t be afraid of segmenting your audience or using automations that make your life easier!
