Black Friday: Segmentation is key

Segmenting your audiences is perhaps the most important thing you’ll do during your Black Friday preparations. Deciding who gets what and when is essential, as targeted communication equals a better outcome.

You can better adjust your campaigns if you use your customer's purchase history. Let's say 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 try out 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


As you most likely know, Engage never sends email and SMS messages to contacts that are not reachable. One way to get a better overview of how many reachable contacts you have is by looking at the overview bar when a segment is calculated.

Read more about how to optimize your segmentation here.

Do you want to refresh your memory of how to work with the segmentation tool? Read more here.

Target Black Friday shoppers

You might have a win-back automation running for customers who haven’t shopped in six to nine months or so. But what if these customers might always shop on Black Friday?

Create a “Black Friday shopper” target audience or assign a label after each Black Friday with the customers who purchased something during the sale, but did not make a purchase in the nine months leading up to it to make sure these customers don’t enter a win-black automation 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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