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Black Friday Checklist Part -2 | Marketing Prep

By
Gokul
• 
3 min
Black Friday 2021


Welcome back to the marketing checklist for your eCommerce store. In our Black Friday eCommerce website prep checklist, we highlighted all the necessary pointers to prepare your eCommerce store for Black Friday and Cyber Monday 2021. 

Now, it is time for marketing. Marketing is a crucial part of any eCommerce store’s journey. So, when the biggest holiday season in the world is knocking on your door, it is time for you to tick all the marketing boxes. . 

So, without further ado, let’s get to the point. 

6 Top Marketing Activities to include in your Black Friday 2021 Checklist 

Once your website prep is done, gear up to complete the marketing preps. Remember, no matter how many discounts and deals you’re offering, you need to promote them to reach the end-users. And with the apt marketing tactics, you will be completely sorted. ! 

Here are a few hacks to get started with: 

1. Select the apt pricing strategy to skyrocket your sales 

The first and foremost thing to address in your Black Friday marketing plan is - setting up the Black Friday pricing. Your aim should be to strike a balance between satisfying customers with lower prices and maintaining a profit margin. Don’t overdo either of these two factors as you may end up losing out on a lot of opportunities. 

Here are some tips: 

  • Go for behavior-based pricing. Track customers’ behavior and note the products they’re adding to cart and wishlist. Evidently, they are waiting for a price drop on those items. Make their wish come true and see the magic. 
  • You can also use dynamic pricing tools that determine the best price for different eCommerce store items based on some given inputs.  
  • A common strategy for any Black Friday sales is offering high discounts on old stock and a relatively modest discount on the new ones. This can be an effective approach, provided you execute it strategically. 

2. Write sure-fire Black Friday emails/ text messages 

Want to grow the conversion rate of your eCommerce store this Black Friday? Focus on your email copy.. Make it sharp and engaging. Here are a few tips: 

  • Keep your emails short, crisp and personalized. By personalization, we don’t mean just mentioning the recipient’s name. Today’s informed users are well aware that you can add their names through automation tools. So, think out-of-the-box. How about personalized email recommendations? Argoid’s recommendation engine that helps you create campaigns, triggers and deals in real-time, on the fly, through AI-enabled personalization. 

For more about Argoid’s email recommendations, click here


personalized email recommendations
Source 


  • Timing does matter. If you want your emails to convert, try sending them during the active hours. That means, when your target users are actively awake. 
  • Add the apt CTAs to your emails. For example, instead of a “Find out more in our store”, add a CTA that says “Buy now”. Why confuse them when you can help them complete  checkout within the email itself? 

3. Adopt a personalized approach to Black Friday promotions 

Generic approaches hardly work any more. That’s why 66% of customers expect brands to understand their individual needs. So, when it comes to a massive opportunity like Black Friday and Cyber Monday sales season, make sure to add a touch of personalization to your approach. 

The best way to leverage personalization? 

Add a personalized recommendation engine that can narrow down your target users’ preferences based on their activities, and accordingly provide hyper-personalized recommendations. A personalized recommendation engine can reduce cart abandonments and increase conversion rate by up to 82%.  

"Personalization is when you go into a bar and sit down, and the bartender puts a whiskey in front of you without having to ask what you want." - Jeff Bezos

4. Don’t forget to create a simplified checkout experience 

Did you know that consumers spend around $5400 a year on impulse purchase? During an epic holiday season like Black Friday, it is pretty obvious that impulse purchases will trigger many of the checkout sessions of your eCommerce store. However, to make the most of it, you need a simple, one-click checkout process. 

For existing customers, keep the payment information stored so that they don’t have to fill the details for every checkout session. For new customers, keep the guest checkout option open. To make the checkout process painless, a store can add PayPal, Apple Pay, Shopify Pay, Stripe or any other relevant payment options. 



simple checkout
Source  - Asos


5. Invest in post-purchase loyalty 

Want to retain loyal customers? Don’t limit yourself to Black Friday and Cyber Monday. It started with post-Black Friday loyalty programs. It is the time your customers would try to redeem the loyalty points they acquired during the Black Friday sales

The best way to remind your users about those loyalty points is through loyalty emails. Remember, the approach to writing loyalty emails is completely different from that of a regular promotional email. For a loyalty email, your aim should be to remind them about the individual loyalty points they earned and how they should not miss out on them. 


Source 


6. Leverage personalization to boost up-sell/cross-sell 

Finally, up-sell and cross-sell as much as you can. Black Friday is probably your best shot at persuading customers to purchase related products. So, why not make the most of it? Add more personalized recommendation ribbons to entice customers with different kinds of recommendations. 


personalized product recommendations
Source - Amazon


cross-selling/up-selling is much easier when you provide tailor-made recommendations to customers. Remember that increasing AOV is not your only goal for executing up-sell/cross-sell campaigns. Instead, try to offer personalized recommendation widgets that connect with them over their individual needs and create more loyal customers. 

Final Words 

How many of these pointers did you tick off from your Black Friday 2021 marketing checklist?. Also, to create a personalized customer experience for Black Friday and Cyber Monday 2021, book a free demo with Argoid

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