Black Friday email marketing campaigns can drive ROI

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 04, 2021, 4:17 PM UTC

Creating an email marketing strategy for Black Friday can help retail brands boost sales in-store and online.

Pathwire’s recent survey of 500 retail employees found that 52% of respondents personalised product recommendations in email as a part of their “advanced marketing tactic”. Because retail is the most accessible B2C medium for Black Friday shoppers, enterprise retailers may use email marketing to drive foot traffic to their physical locations.

Dynamic content based on product price/availability (52%), click to add cart/purchases functionality (41%), and interactive email design (28%) were among the top email marketing strategies. 24% of retail email marketers are sending multiple email campaigns leading up to Black Friday.

Professional service marketers, however, send less than one Black Friday email per week. Further, 21% of retail marketers “strongly agree” that Black Friday email promotions boost email ROI.

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