Black Friday: Segmentation is key

Segmenting your audiences is perhaps the most important thing you’ll do in your Black Friday preparations. As you don’t want to send all your communication at the same time, deciding who gets what and at which times will be essential.

Depending on what you sell, you need to check what your customers buy from you and adjust your campaign to them accordingly. If you sell furniture and a customer bought a couch from you during last year’s Black Friday, it’s unlikely they’ll need one again this year. Instead, promote end tables, lamps or couch cushions.

On the other hand, if you sell shoes and the customer bought black boots from you last year, they might want a new pair this year. Segmenting is very individual to each retailer, but some general ones to go by can be:

  • Contacts with a spend over X amount in the last year
  • Contacts who made a purchase last Black Friday
  • What customers bought last year
  • Membership levels
  • Prioritized segments or target audiences


Voyado will never send emails and SMS messages to contacts that´s not reachable. But one way to get a better overview of how many you can contact is by looking at the overview bar when a segment is calculated. 

Read more about how to optimize your segmentation here.
Want to refresh your memory on how to work with the segmentation tool? Read more here. 

Black Friday shoppers

You might have a win-back automation running, for customers who haven’t shopped in 6-9 or so months. What if these customers might always shop on Black Friday?

Create a “Black Friday shopper” segment after each Black Friday with the customers who purchased something during the sale but had not made a purchase in the nine months leading up to it to make sure these customers don’t enter a win-black automation n during Black week this year.

Instead, they might appreciate an early tease of your upcoming sale. It’s likely they are just price sensitive and will come back when prices are lower.

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