Black Friday: Inspiration and tips

When you think of Black Friday, you probably think of long lines and people rushing through the door to get to the best deals first. So how will it possibly work during a pandemic?

We can see from our Black Friday report that e-commerce has had a significant rise since the pandemic broke out, with every age group going more and more digital.

So, it goes without saying that every retailer will do an even bigger push towards e-commerce this year, even though the physical stores are open. With Black Friday already being a highly competitive day, how do you get your customers to receive your communication?

Hopefully, you’ve performed tests all year to see what your customers respond to. Ideally, by now you should know optimal send times, which channel to use, the tone of the copy, and more. But to optimize your results even further, we’ve put together this guide to give you some tips and ideas to think about.

Work closely with your e-commerce team

We know it’s likely e-commerce will see a massive spike in traffic on and around Black Friday, based on the past years' uprising numbers in e-com visitors. The amount of people who shop online has grown year after year, but with the pandemic threw in the mix, and the stores opening up in different markets, it’s likely people will shop in physical stores and on the e-com. Therefore it's crucial that your e-commerce platform can handle the increased traffic.

Don’t work in silos here, plan your entire Black Friday campaign together. The e-commerce team will need to know exactly when you are sending out communication in order to rev up performance during and around these times. And don't forget to plan for increased performance on all surrounding systems and platforms. 

Limit your other communication

You also don’t want to bombard your customers with communication and risk unsubscribes. While planning your send-outs for Black Friday, check which automated flows are currently running and see if you can pause them or at least limit how much they send out for the next few weeks. 

Some of your customers will not be interested in Black Friday – if you see a pattern of customers that are not opening your emails, think about how you segment to not spam those who are not interested. 

Green Friday - a different approach

We see a trend that customers are thinking more about the environment and might be opposed to over-consumption compared to a few years ago. If this aligns with your brand values, perhaps you want to try a Green Friday this year. Promote how you’re working in a sustainable way. You might not see profit spikes immediately but instead, you have built up the brand image long-term.

Customize your send-outs and automated flows

Update content in your automated flows with Black Friday branding. For example, make sure your follow-up emails with accessories for a product purchase also have a Black Friday heading or include items that are on sale.


We hope there are some practices you can use for this year’s Black Friday. But if you find that your plans are already set in stone – now’s the time to start planning Black Friday 2022! Sounds early? Okay, you don’t have to decide what to sell or set the price tag yet. It's ideal to start the new year and analyze purchase patterns during this sales period:

  • Which of your customers bought items and whether they bought from you because of a price drop.
  • Set up your test campaigns for the upcoming year, so next Black Friday you’ll know exactly what your customers want to receive from you.

In Voyado, you have all the tools you need to perform tests on your customer data, segment audiences, personalize your communication, work with automation and so much more. We hope this guide provides inspiration for your most successful Black Friday yet!

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