Start early, be honest and deliver customised messages: The Black Friday Sales playbook

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 24, 2021, 5:36 PM UTC

The key to making the best of Black Friday Sales this year is starting early and being honest about delivery times.

With early offers and promotions, brands can successfully capture customers who have a high intent to make a specific, one-time purchase. For example, Amazon launched its Early Black Friday Sale a week before thanksgiving.

When reaching out to consumers, businesses cannot afford to stick only to emails and digital ads, especially since the average commerce brand floods customers’ inboxes with 15 emails over the week. Brands can consider text marketing to communicate directly with customers, deliver highly customised messages and increase conversions.

Finally, businesses must realise supply chain crises is a reality. At least for sales this year. Brands must be transparent with customers about item availability and delivery times. Customers value brands that are honest and transparent with them.

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