Last November, research carried out by our in-house data scientist revealed that, whilst Black Friday shoppers tend to be less valuable (in the long-term) than those acquired throughout the rest of the year, the annual event continues to be an indispensable revenue-making opportunity for retailers.
The research also indicated that, when it comes to engaging and converting Black Friday shoppers, email is still the most powerful and effective channel to use.
With this in mind, and with only 15 days to go until this year’s festive sale frenzy, we’ve put together seven smart ways ecommerce marketers can optimise their Black Friday marketing campaigns this year;focusing specifically on:
- Who to send the campaign to?
- What to send them?
- How to send it?