Your guide to retention marketing over the 2023 Black Friday period

Tuesday, November 7th, 2023

Happy November! As we enter into a new month it is safe to say that things are starting to ramp up a little, and the countdown to Black Friday is officially on. With a huge increase in sales during this time in 2022, it is expected that 2023 will be the biggest and most successful Black Friday period yet for so many businesses. To make the most out of this Black Friday and Cyber Monday (BFCM) season, our retention marketing game needs to be strong.

Customer retention is a key part of your marketing strategy, offering a cost-effective way to enhance customer loyalty with simplicity and remarkable results. By dedicating time and effort to your retention strategy, your brand is not only poised to save on marketing and advertising costs but also increase the profitability of your campaigns. 


The BFCM period holds exceptional significance for two key reasons:

Firstly, it’s an opportunity to deeply understand what resonates with your customers and leverage this insight to boost sales and see results. 

Secondly, when thinking about the long-term, it provides a chance to onboard new customers and transform them into loyal, repeat purchasers. 

So, let’s explore what we can do to enhance our retention marketing strategy in the upcoming weeks.


Nurture Subscriber Loyalty

If there’s a foolproof method to guarantee customer loyalty, it’s the combination of SMS and email marketing. Utilising both of these channels for retention marketing is the ultimate way to drive both new and repeat purchases, a vital strategy during the BFCM period when it’s crucial to distinguish your brand and leave a lasting impression. 

So, how can you achieve this? The key is to maintain a consistent presence in your customers’ inboxes. Gone are the days of stressing about double texting; what matters is that you’re noticed and making that desired impact. 

Also, we need to harness the power of subject lines and preview lines to make a memorable impression. Seek out those perfect hooks and incorporate emojis to grab your consumers’ attention, ensuring your messages stand out from the crowd.


Exclusive Sales & Early Access

It’s not just about maintaining visibility; enticing your subscribers is the key to enhancing early bird and BFCM sales. To achieve this, consider offering incentives that make your subscribers feel both appreciated and valued. Provide them with ‘VIP’ discount codes or exclusive access to products, and offer enticing teasers.

 The possibilities are endless when it comes to keeping your subscribers engaged during this critical period. By delivering added value during this time of year, you’re sure to maximise customer engagement and drive sales from those subscribers who may not currently interact with your brand.


Optimise Subscriber Capture Methods 

To harness the full potential of retention marketing and reach as many subscribers as possible, the strategy is simple: build up your subscriber lists. While incentivising existing subscribers is important, it’s equally crucial to entice potential customers to subscribe. 

Offering a welcoming 10% discount on their first order is an effective method to encourage customer subscriptions. Ensure you make the most of website pop-ups, encouraging sign-ups at checkout, or even dedicated sign-up landing pages that can be promoted on social media promoting a sign-up incentive.


Ensure Automations Are Optimised

To make the most of the Black Friday period, it’s essential to optimise all touchpoints and use automation to maximise your impact. These automated processes should not only keep customers engaged but also guide them closer to making a purchase. 

To ensure you’re covering all your bases, implement a range of automation flows including:

  • Welcome
  • Abandoned Cart
  • Abandoned Browse
  • Winback
  • Post-Purchase (with upsell opportunities included)


By implementing these flows, you not only keep customers engaged but also incorporate opportunities to upsell whilst increasing sales during the BFCM period.


Important campaigns to include

To ease the pressure of the busiest quarter, start building your engagement calendar as early as possible. Preparation is key, so look at key marketing dates and align them with your offers,  plan all BFCM promotions, and ensure all SMS and emails are scheduled in advance. 

With your BFCM goals in mind, send teaser emails and countdowns to build anticipation, creating a sense of FOMO among your audience. Plan for multiple email sends throughout the period- in a sea of promotional emails, it’s essential to stand out. 

Craft compelling subject lines, utilise eye-catching visuals, and offer unique value propositions that differentiate your brand. Vary your messaging to cater to different segments of your audience. Include emails about last chance offers, create a sense of urgency, and communicate any sale extensions. 


By following these steps and proactively building your engagement calendar, you’ll be well-prepared to make the most of the Black Friday and Cyber Monday period while minimising stress.

So there you have it, your rundown of retention marketing over this upcoming BFCM period. Take note from this blog post and use it to help plan your retention marketing calender to unlock your brand’s full potential. 

If you’re looking for that extra bit of Q4 help or you’ve already started to think about upgrading your marketing strategy for the new year, then book a call with us today!