Brands have embraced advanced strategies, from AI-driven personalization to designing interactive, mobile-friendly experiences, all in an effort to stand out in a brand-saturated marketplace.
In this post, we'll look at the key strategies that are making a difference in Black Friday campaigns, providing retailers with tools and approaches to optimize their results this shopping season.
1. AI-based Personalization
In 2024, artificial intelligence has improved personalization in email marketing. Today, AI tools can process large volumes of data in real time, making personalization possible that goes far beyond name or purchase history .
Retail brands are therefore using technologies such as machine learning and predictive models to personalise product recommendations within emails. This is based on data such as the frequency of email openings, the most visited product page and the time spent on the website.
For example, an AI tool can analyze each user’s behavioral patterns to recommend specific products that are more likely to convert. It can also personalize content in real time, such as showing different discounts based on customer segmentation (new vs. returning) or applying A/B tests in real time to optimize messaging and calls to action.
2. Intelligent Automation to respond to peak demand
For Black Friday, retail brands often face unusual spikes in traffic and demand . It is precisely for this reason that intelligent campaign automation has become essential to manage these spikes efficiently and without overloading the communication infrastructure.
Platforms such as Salesforce Marketing accounting directors email lists Cloud, Klaviyo or Emarsys therefore allow you to create advanced automation flows , programmed to trigger emails based on real-time events such as abandoned carts, specific site searches or even key product views.
Some brands have integrated AI to calculate the “best sending time”, also known as STO ( Send Time Optimization ), adjusting the sending time of each email based on the user’s previous activity to maximize openings and clicks. In addition, automatic multi-channel retargeting flows can be set up, combining email with SMS or push notifications to remind users of exclusive offers.
3. Temporary offers and urgent messages
Using the scarcity principle is a proven strategy on Black Friday. Many brands are starting to put countdowns and limited stock notifications in their emails. In this way, these strategies create a sense of urgency and motivate the customer to take a certain action quickly.
Therefore, it is recommended to implement limited-time or reduced stock offers in emails, highlighting these messages with eye-catching visual elements such as real-time timers.
4. Mobile-First and interactive visual content
With the rise in mobile usage, mobile-first design is a must . In addition, in 2024, there will be a greater trend towards emails with interactive content, such as GIFs, videos or even carousels that allow you to view multiple offers in the same email. This type of content not only improves aesthetics, but also increases the click rate and interaction.
A mobile-first design not only involves a responsive format , but also a simple structure that makes it easy to read and access calls to action. Integrating interactive visual elements, such as GIFs, embedded videos, or image carousels, improves the user experience and increases click rates.
5. Sustainability and responsible consumption
More and more consumers are looking to support brands committed to sustainability, and email marketing has evolved to communicate these values. Thus, this year, we believe the message of responsible consumption will be present in many Black Friday campaigns.
Some brands are using email to highlight their environmental responsibility, creating sections dedicated to sustainable products or eco-friendly packaging. In addition, carbon footprint analysis tools can be integrated into emails, which is an innovative detail to show users the reduced impact of their purchases.
Thus, messages such as “With your purchase you support sustainable practices” or “Contribute to sustainability this Black Friday” resonate with sensitive customers, generating an emotional connection with the brand.
6. Value propositions for “premium” and loyal customers
Brands are also focused on rewarding their most loyal customers . This year's Black Friday campaigns could include exclusive benefits such as deeper discounts and additional gifts for those who are part of loyalty programs or are premium customers.
As we have said on previous occasions, brands can automatically segment customers based on their loyalty level and configure different email flows based on each user's profile. Through CRM platforms, it is possible to offer advantages such as early access to the best offers, additional discounts or exclusive content, making the customer feel valued.
Loyalty programs embedded in email are also effective; some examples include personalized links with special discount codes and access to products before the general public.
7. Post-Black Friday: Retention strategies
Finally, many brands are using email marketing to keep customers engaged after Black Friday , with follow-up emails that include personalized thank yous, product recommendations, and special holiday offers. This allows you to extend the customer relationship beyond the impulse purchase and build a loyal customer base.
Brands are starting to use automated post-purchase welcome series to foster a long-term connection . These flows include emails that thank you for the purchase, request a product review, and suggest additional recommendations based on the recent purchase.
It is crucial to track the interests shown during Black Friday and tailor content to guide the customer towards future purchases, such as holiday promotions.
