Does Personalisation Really Matter in BFCM Marketing?
The whirlwind shopping frenzy of Black Friday and Cyber Monday (BFCM) eclipses most other sales events throughout the year. But amidst the torrent of promotional emails and limited-time offers, one question persists: how can your brand cut through the noise and resonate with discerning shoppers?
When even the slightest nuance can tip the scale between an opened email and one destined for the trash, personalisation is a game-changer.
"Hello [First Name]" no longer cuts it, and generic messaging feels akin to faceless junk mail. The next level of email marketing hinges on crafting truly tailored experiences.
This blog guides you through the nuances of personalising your holiday marketing, to make sure you're not just part of the racket this BFCM season.
Consumers are inundated with BFCM emails every year, so your brand should pivot towards in-depth personalisation strategies; not just to garner attention but to drive conversions and nurture that all-important brand loyalty.
The Power of Segmentation
Segmentation is foundational to personalisation. It enables you to categorise your customer base into smaller groups based on specific criteria, allowing for targeted and meaningful communication.
Consumer Types
Differentiate between new customers and frequent purchasers. Tailor your messaging to either welcome new shoppers or appreciate the loyalty of regular ones.
Demographics
Age, gender, and location can guide the kinds of offers you present. Just because BFCM falls around the festive period, doesn’t mean all your customers will be looking for winter wear.
Past Purchases and Interests
Has a customer bought from your holiday collection before? Send them sneak-peaks of new additions to complement their tastes.
Delving into Specific Segments
Recent Purchasers
A significant percentage of BFCM's revenue comes from returning customers, notably those who've made a purchase in the last 30 days leading up to BFCM. Sending them a heads-up about upcoming deals can reignite interest.
30-90-Day Purchasers
A slightly older segment, but still warm. A gentle nudge, perhaps showcasing new arrivals or bestsellers, can bring them back into the shopping fold.
Last BFCM Shoppers
Targeting individuals who showed interest during the previous BFCM season is a no-brainer. They've displayed a propensity to shop during this period, making them prime targets.
Top 5-10% Highly Engaged Customers
Your MVPs! These customers have demonstrated commitment to your products and are predicted to continue their spending trend. Recognise and reward them with exclusive sneak peeks or early bird offers. The VIP treatment is a great way to foster continued loyalty.
Embracing Personalisation
Personalisation is about more than email segmentation. Curating the customer experience is what your BFCM email marketing strategy should aim to achieve. Brands can personalise:
Websites: Modify the landing page to highlight BFCM offers and deals.
Online Ads: Curate ads based on past interactions or searches.
Mobile/Web Apps: Offer tailored browsing experiences or notifications.
Email Offers: Beyond just informing, encourage engagement with clickable images and exclusive deals.
Conditional Discounts: Create incentives for bulk purchases or upsells.
'Error 404' Page Personalisation: Turn a potential negative experience into an engagement opportunity with creative designs.
Last-Minute Deals: Entice those last-minute shoppers with attractive offers and time-sensitive discounts that create urgency.
Top Tips for Personalisation
Automated flows are your secret weapon.
These triggered messages, sent based on user behaviour, amplify sales. Don’t sleep on:
Abandoned cart reminders to gently nudge customers to complete their purchases.
Post-purchase emails to confirm orders, update on shipping, and upsell based on the purchase.
Source: Klaviyo
Fine-tune your approach with A/B testing
A/B testing is invaluable for determining what truly resonates with your audience. Try testing different holiday sale announcement subject lines (with or without discounts, emojis, first names, etc.) to discern what maximises open rates.
Keep in mind that A/B testing requires patience. Ensure adequate sample sizes and a fair run-time for each version. If you need help doing this, get in touch with our team.
Synchronisation and Integration
Platforms like Klaviyo empower brands to sync their segmented customer lists across marketing platforms, including email and SMS. Leveraging this approach ensures consistent, personalised communication across all touchpoints.
If your email marketing strategy isn’t capable of such synchronisation, it might be time to arrange a call and find out if we can help supercharge your BFCM efforts.
Final Thoughts
As BFCM approaches, don’t miss the opportunity to not only sell, sell, sell, but form lasting connections with your customers.
Through personalisation, create a shopping experience that feels individualised, increasing loyalty and keeping conversion rates high. The future of BFCM email marketing isn't about shouting the loudest but speaking directly to the hearts of your customers.