Over the course of three weeks we’ve written a three-part blog series on the best Black Friday marketing hacks to smash your sales targets. The first blog outlined the first nine hacks, while the second blog revealed another 13. Now we’ve released the final 15 to get your final marketing preparations in gear.
1. Skip the early morning madness
Like the early morning commute, battling crowds in the inbox can prove futile. Remember that Black Friday is, more so than on any other day, a numbers game. What’s the likelihood that this customer is going to open – let alone see – my email over my competitor’s? Our advice is to hold tight as the chaos ensues and wait for the right moment to pounce: your chances of getting noticed will increase from noon onward.
2. Find your hook
Maybe it’s a hidden discount or limited product range? Play on human curiosity so that subscribers can’t resist clicking through to discover your mystery offer. Think specific and unique. If your store stocks something artisan or handcrafted, drive the exclusivity factor. There’s no better incentive that prompts people to buy than something special.
3. Create a referral campaign
Referrals are one of the most trusted forms of advertising because people value the experiences of others. It stems from the theory of collective opinion: the psychological circumstance in which we reference the behaviors of others to guide our own decision-making (i.e. a purchase). Referred customers can be a great driver of brand loyalty and deliver even greater ROI than other customers. For your refer-a-friend program to go viral, make it irresistible and time-sensitive.
4. Make it fun – de-stress the experience
Who doesn’t like a party? Cue the music, snacks, and drinks for some festive fun! Physical stores that don’t embrace the festivities are lackluster places which won’t cut the mustard on Black Friday. Email your subscribers and make some noise on social media to get the word out.
5. Give back
Ethical marketing may be a competitive advantage in business, but that shouldn’t matter in the grand scheme of things. It’s about doing something decent. Think humanity over profit. Outdoor clothing retailer Patagonia hit the nail on the head back in 2016: The brand donated 100% of its Black Friday sales to grassroots organizations working to create positive change for the planet in their own backyards. If that doesn’t scream ethical brand, then who knows what does.
6. Bundle products together
Maximize the amount customers are willing to spend on Black Friday. Group complementary products – items that go well together. Use ‘complete the set’ or ‘complete the look’ as a CTA. Do this on your website, over email, and on social. It’s a sure-fire way to upsell and increase AOV on Black Friday.
7. Reward your social media fans
Grab your share of today’s growing social media engagement. Social is a viral platform perfect for sharing consecutive special discounts and exclusive content during the Black Friday period. Oh, and don’t forget to hashtag. #BlackFriday
8. Offer specific exclusive discounts
Making your offer as specific and exclusive as possible will differentiate your brand from the pack. The frustrating thing about Black Friday for marketers is that brands are practicing the same tactics, which means it’s even harder to get heard. So maybe offer 35% off selected products or 25% off everything for email subscribers only.
9. Provide members-only discounts
Exclusivity goes a long way on Black Friday. Sure, you’ll be running campaigns across your entire database, but don’t forget to target different groups with different offers. If you’re part of an exclusive group, like a membership or subscription, you’d expect something special during the holidays. So, don’t disappoint. Amazon is a great example: this brand offers special money-off discounts to Prime Members.
10. Offer an incentive to spend more
Sounds crazy since you’re already offering bargains left, right, and center. But adding a small incentive to boost spend at the check-out can increase AOV across the board. Free shipping and next-day delivery (on orders over a certain amount) are great ways to tempt customers to add on some extra items at the checkout.
11. Make your offers time-sensitive to drive urgency
Everything in the run-up to Black Friday is for a limited time only, but there’s always a way to spice things up. Use an hourglass GIF to emphasize your promotion’s time limit in email. If you’re really data-savvy, you could even use advanced personalization to trigger an individual countdown that activates on email open.
12. Rescue abandoned carts
82% of carts were abandoned online on Black Friday 2018 in the U.S. (Barilliance). So, if you’re not already triggering cart recovery emails, then you’re leaving serious money on the table! Cost-effective and easy to implement, this program runs like clockwork to recoup lost revenue.
13. Extend the season
Extend beyond Black Friday to encompass Cyber Monday and further. Why not prolong your campaigns to acquire new customers throughout the whole week after Cyber Monday? You’ll be able to reach people faster and easier. And don’t forget the people that avoid Black Friday, who you can target once all the chaos has died down.
14. Stay open late
There are only 24 hours in a day. Milk it.
15. Go the extra mile
Do something that puts a smile on customers’ faces. For example, as Cyber Monday draws to a close, send your subscribers a voucher that they can claim then and there, but redeem whenever they want to. No urgency, and no strings attached.
You made it!
A huge ‘well done!’ if you actually read through all 37 tips across the three Black Friday marketing hacks blogs. You’re taking your holiday marketing seriously, and so you should be – there’s a hefty amount of revenue at stake. So why not adopt some new ideas that can make a real difference to your results? And remember, if you need help with campaign planning, program builds, or creative work, the dotdigital team is always on hand to lend a hand.
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