Preparing for Black Friday

You still have time to prepare for Black Friday. Remember that it is the day after Thanksgiving, so it is held on the day after the fourth Thursday of November.

It is the perfect time to carry out a cross-channel campaign by eMail and SMS.

To do this correctly, we have to work in several directions:

1. Preparation of the eMail and SMS databases.
   You may have the eMail databases ready and organised. If possible, separate them into different geographical areas, promotions or to distinguish between current customers and potential customers.
   If you still do not have SMS fields in the databases, this is the best time to improve them, because the SMS channel will bring us a lot of “confused” traffic and will boost last-minute and impulse purchases.
2. Creativity.
   You have time to get together with your agency and think about the best form of creativity. This is a day when almost anything goes, so take a chance on designs that prompt action and create a sense of “urgency”.The SMS text should be concise and direct, detailing the “killer offer” and the exact place to go.
3. Analysis of the campaign
   In addition to the usual open rates and CTRs, it would be a good idea to include a redemption code for the promotion, to make it possible to track the sales resulting from the direct marketing efforts.

Now it’s up to you to put it into practice.