Black Friday Marketing: Tips for Reaching Consumers During the Holidays
Marketers are missing the mark when it comes to reaching consumers with Black Friday promotions via email and social media. After the 2012 shopping season, Yesmail used its proprietary competitive market intelligence tool to analyze Black Friday promotions sent via email, Facebook and Twitter. Surprisingly, we found that social channel engagement with Black Friday promotions was highest on the Tuesday before Thanksgiving, but marketers were deploying most on Black Friday itself (nearly 40 percent of social deployments). For marketers to get the most out of this year's holiday shopping season, reaching consumers at the right time and through the right channel will be crucial.
While retailers raked in over $1.5 billion on Black Friday 2012, ShopperTrak predicts that retailers will only see a 2.4 percent increase in sales on Black Friday this year, the lowest increase since the heart of the recession in 2009. Here are some tips for marketers to boost sales in order to prevent a slow holiday season:
1. Send your most important messages earlier in the week. During the holidays, marketers should ditch the common rules for when and how often to reach customers. Yesmail's analysis revealed that while Tuesday was the best day of Thanksgiving week for Black Friday engagement among consumers on social media, the day before Thanksgiving was by far the worst day for Facebook engagement, and Thanksgiving Day was the worst on Twitter.
Monday and Tuesday also saw higher Black Friday-themed email open rates, with the numbers dropping as the week went on (Thanksgiving Day faring the worst). Therefore, send your most important email and social messages earlier in the week. Save Wednesday and Thursday for taking advantage of more direct means of reaching customers, like SMS. Text messaging is one of the most popular mobile phone features, second only to voice calling, thus making it a highly effective marketing channel.