Black Friday is one of the pivotal moments in the retail calendar, with U.S. online spending reaching $10.8 billion in 2024 – a 10.2% increase from the previous year.
It offers a unique opportunity to engage customers with compelling offers, creating a sense of urgency and excitement. For our client, leveraging this event was essential to maximise revenue and engagement through an improved CRM strategy.
Collaborating closely with their CRM team, we supported and executed high-impact campaigns that boosted revenue, optimised customer engagement, and ensured seamless execution that stood out in the competitive retail landscape.
Our Approach: A Strategic, Data-Driven Black Friday CRM Plan
We focused on three key pillars to drive our client’s Black Friday success:
1) Advanced Segmentation & Personalisation
To enhance the effectiveness of the marketing campaigns, we implemented segmentation and personalisation strategies. We segmented the customer base based on various factors such as interests, countries, demographics, and purchasing behaviours. From there, we took the extra step of further refining these segments by region. This allowed us to tailor communications to different markets, ensuring the messages were relevant and impactful for each audience.
By segmenting in this way, we were able to tailor communications to specific markets, ensuring that our messaging was not only relevant but also resonated more deeply with each audience. This allowed us to deliver more personalised content that aligned with the unique needs and preferences of our diverse customer base.
Key Win:
One of the standout results from this approach was an email campaign offering a 50% discount. The campaign saw a notable increase in both engagement and conversions, proving the effectiveness of our tailored approach. The targeted offer, crafted specifically for segmented audiences, drove higher open rates and ultimately conversions, showcasing how advanced segmentation and personalisation can significantly boost campaign performance.
2) Optimised Email & CRM Campaign Execution
Ahead of the Black Friday campaign, we partnered with the client to rebuild their domain reputation and boost email deliverability through a strategic IP warming process. We wrote about this in more detail in another case study here.
By implementing a structured email send strategy, we ensured high engagement while avoiding subscriber fatigue – delivering the right messages at the right time for maximum impact.
Black Friday emails were strategically scheduled across pre-launch, launch, and follow-up phases including Cyber Monday maximising impact.
We implemented localised email variants in English and German to enhance relevance and engagement, ensuring messaging resonated with each audience segment.
Key Win:
The Black Friday Launch Email, featuring 80% off and freebies, proved that high-value offers combined with strategic timing drive success.
3) Real-Time Data Insights & Campaign Adjustments
To drive higher conversions, we structured the campaign flow to target the most engaged users ensuring follow-up communications were sent specifically to those who clicked, keeping them engaged and moving toward conversion.
Key Win:
Localised email variants achieved over 90% open rates, confirming that language adaptation enhances customer engagement.
The Results: A Record-Breaking Black Friday
Through a strategic, data-driven CRM approach, we achieved outstanding results during Black Friday, driving incremental revenue and engagement. By implementing segmentation, personalised messaging, and real-time performance tracking, we helped our client maximise customer interaction and optimise conversions. The numbers speak for themselves – Black Friday became a standout success, reinforcing the power of a well-executed CRM strategy.
Revenue Boost:
- Black Friday campaigns collectively made up 94% of total November sales.
- Their month-over-month (MoM) revenue grew by 722%.
Email Performance:
- Over 2.8 million Black Friday emails were sent.
- The highest-performing emails saw open rates above 90%
Key Takeaways:
- Smart segmentation & personalisation drive higher engagement & revenue.
- Localised messaging significantly improves email performance.
- Real-time CRM insights enable strategic campaign adjustments.
How we can help you with CRM support
Ready to unlock the full potential of your CRM? Black Friday campaigns were just the start for this client now, we are onto the momentum for even bigger wins. We can do the same for you. If you are looking at creating CRM campaigns that drive real results and long-term growth get in touch with us today and see how we can help you.
