Ecommerce Marketing School
What It Takes To Win Black Friday (And Create An Amazing Customer Experience) #621
Oct 19, 2023
Ecommerce expert Drew Sanocki shares secrets for winning Black Friday, including tactics like RFM segmentation, planning profitable email sequences, and optimizing deals with alternative incentives. He also highlights the importance of enhancing customer experience for repeat purchases, utilizing various marketing channels, and creating personalized experiences through automated handwriting.
19:08
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Quick takeaways
- Black Friday pulls demand from other periods in Q4, brands should focus on profitable offers.
- Maximizing the lifetime value of Black Friday customers through personalized experiences and targeted marketing.
Deep dives
The Context of Black Friday
In this podcast episode, Drew Sonaki discusses the context of Black Friday and the dynamics surrounding the event. He highlights that Black Friday has taught customers to wait and buy during that specific week, but this doesn't necessarily bring net new demand. Instead, it often pulls demand from other periods in Q4. Additionally, the focus on discounting during Black Friday has led to a phenomenon where brands may see high revenue but struggle to make a profit. Drew emphasizes the importance of understanding this context when planning Black Friday tactics and suggests focusing on profitable offers and maximizing revenue.
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