Black Friday 2022: The five most important success factors for email marketing
Black Friday 2022: The five most important success factors for email marketing
Blog Article
Everyone agrees on this, whether it's a stationery retailer or an e-commerce veteran: Christmas business is the most important of the year. It's not only about gingerbread and Christmas spirit, but also about the hunt for the annual gift. Singles' Day and Black Friday are great opportunities for bargain hunters to get gifts in advance. On promotional days like Black Friday, retailers can increase their sales many times over if they have a good email marketing strategy. Why is Black Friday so important and how should you send emails for it?
Changes in purchasing behavior during times of crisis
Pandemics, wars, high inflation and energy crises: all of these have changed customer purchasing behavior on a large scale. The stationery trade has been particularly affected, with customers preferring to USA Students Email List shop online. One particularly noticeable change compared to previous years is that advertising for promotional days such as Black Friday has to start much earlier.
My core point is this: Those who don’t entice Christmas shoppers now with crisp promotions will leave empty-handed. This is shown by both our customer testimonials and external research, such as that from Salesforce . Between 30% and 40% of online shoppers plan to buy gifts before Black Friday in November.
Another challenge in these crisis times. Shopping baskets are becoming noticeably smaller, so competition for customers is also fiercer. This puts pressure on profit margins, which were already under pressure due to Business To Business Mailing Lists price cuts, increased marketing expenses and customer expectations of discounts. As a result, brand loyalty among many customers is declining. Instead of an expensive copyright sweater, the sensitive customer chooses a Benetton sweater.
Why is Black Friday relevant?
Black Friday is one of the biggest sales events of the year. It is well known and popular among consumers in order to get their favorite items at the lowest possible price. In terms of marketing, Black Friday should be used to take advantage of increased sales and traffic. According to market research company 19% of Germans said they wanted to shop online on Black Friday. This percentage was slightly higher among men (21%). Every second respondent said they wanted to buy something for themselves.
This trend is also confirmed on Black Friday: Germans start looking for offers earlier. In its "Festival Season Report 2021", technology service provider determined that customers look for Black Friday offers on average more than three weeks before the actual event. For a quarter of customers, the time from the first search to the purchase on Black Friday is more than eight weeks. Retailers need to start promoting their Black Friday deals early.
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