Mastering Black Friday Marketing Tips for 2023: Strategies for E-commerce Success

Jesse Denis
Published on Oct 30, 2023

Mastering Black Friday Marketing Tips for 2023: Strategies for E-commerce Success

With $9.12 billion spent in holiday sales during Black Friday online shopping in 2022 (via Obelro), the competition for Black Friday sales continues to intensify. To stay ahead of the game, consider implementing the following key Black Friday marketing tips for the holiday season in 2023.

1. Harnessing the Power of Email Marketing 

  • Leverage Proven Success: Take inspiration from successful Black Friday email marketing strategies. Despite being one of the oldest digital marketing forms, email marketing boasts an impressive $36 return on investment (ROI) for every $1 spent (via Hubspot).
  • Target Your Audience: Recognize the potential of email marketing with over 4 billion daily email users (via Statista). Craft targeted emails, including discount codes for both new and loyal customers, to generate excitement leading up to Black Friday.
  • Create Urgency: Craft compelling 40-character email subject lines to create a sense of urgency and drive shoppers to your site. Personalize emails to boost conversion rates, and consider retargeting individuals who have previously abandoned their shopping carts.
  • Highlight Value: Make your value proposition clear while maintaining your brand identity. Offer tailored exclusive deals to segmented audiences, prioritizing big spenders in your email list.
  • Mind Email Frequency: Strike a balance between maintaining email frequency and avoiding inbox spam. Consider Target’s strategy of approximately three emails per week (via Mailcharts) to ensure visibility without triggering spam filters.
  • Abandoned Cart Emails: Set up special Black Friday cart emails with countdown timers and item suggestions for abandoned orders. For high-value carts, generate unique discount codes to incentivize completion.

Black Friday email marketing Target

Check out Target’s Black Friday e-mail from 2022!

2. Dominating Social Media Marketing

  • Paid Facebook Ads: In 2023, social media marketing is essential for Black Friday success. With an average conversion rate over 9% (via Wordstream), platforms like Instagram and Facebook are where the shopping journey often begins. Utilize Custom Audiences and lookalike audiences based on engaged users, website visitors, followers, and email subscribers.
  • Sell Directly Through Social Media Ads: Create a Commerce Manager account on Facebook and Instagram to set up a shop and offer special deals directly on social media platforms. Use dynamic ads and focus on video ads and carousel ads for maximum ROI.
  • Value of Organic Social Media: Despite algorithm changes, organic social media still holds sway, influencing 40% of active users in their purchase decisions (via SmartInsights). Prepare organic posts highlighting attractive products and employ relevant hashtags, including #blackfriday and #blackfridaysale.
  • Engage with Contests: Boost engagement with Black Friday contests on social media. These contests boast a 34% conversion rate (via Smallbiztrends) and offer exposure while enticing users with prizes or discounts.
  • Announce Exclusive Offers: Use social media to tease exclusive product drops and Black Friday deals in advance. Create excitement among loyal followers and consider early bird sales leading up to the big day.
  • Harness Influencer Marketing: Collaborate with social media influencers to reach a broader audience. Track influencer campaign success with special coupon codes at checkout.

Black Friday Influencer marketing

Famous Photographer and Influencer Peter Mckinnon promotes the release of a new ND filter by Polar Pro to a massive audience!

3. Optimizing Pay-Per-Click (PPC) Campaigns for Black Friday

Pay-Per Click marketing is no longer an option in 2023, but rather a necessity. Here are some Black Friday targeting ideas.

  • Dedicated Black Friday PPC Campaigns: Maximize revenue by setting up a dedicated Black Friday page on your website. Focus Google Ads on this page and select keywords with high search volume but low competition, such as “Black Friday Sales.”
  • Competitor Targeting: Expand your PPC strategy by targeting competitor brands. For instance, if Target is a major competitor, target keywords like “target black Friday” to tap into a potentially large online traffic stream.

Black Friday PPC Marketing

Check out these customized audiences for Pay-Per Click Meta Ads! 

4. General Black Friday Marketing Tips

Now, let’s explore some additional marketing ideas to enhance your Black Friday sale without relying on third-party advertising:

  • VIP Discounts: Reward loyal customers with exclusive discounts on Black Friday.
  • Free Shipping: Offer free shipping on Black Friday orders to provide added value and incentivize purchases.
  • Hourly Deals: Keep shoppers engaged with hourly deals to encourage multiple purchases.
  • Bundle Complementary Items: Create gift sets by bundling related products, such as cables with televisions.
  • Gift Cards: Gift Cards are a great way to draw new customers, whether marketed as a gift for others. It helps build word of mouth from existing clients and brings in potential customers.

Black Friday Marketing Gift Cards

5. Continuous Improvement and Post-Campaign Analysis

Remember that Black Friday success isn’t just about executing strategies; it’s about learning from the experience:

  • Data Analysis: Analyze data collected during Black Friday to measure the effectiveness of various marketing channels and promotions.
  • Customer Feedback: Collect feedback from Black Friday shoppers to improve future campaigns and enhance the shopping experience.
  • Competitor Insights: Study competitors’ Black Friday strategies and incorporate successful elements into your future plans.
  • Iterate and Plan Ahead: Based on analysis, adjust your overall marketing strategy and plan for the next Black Friday season, taking into account lessons learned and emerging trends.
  • Year-Round Engagement: Maintain year-round engagement with your audience to build lasting relationships and brand loyalty.

Black Friday Marketing Data

6. Leveraging User-Generated Content for Black Friday

One effective strategy to make your Black Friday marketing campaign stand out is leveraging user-generated content (UGC). UGC is any content created by your customers or fans that showcases your products or brand. Incorporating UGC into your Black Friday marketing can build trust, increase engagement, and drive conversions.

  • Customer Reviews and Testimonials: Encourage your satisfied customers to leave reviews and testimonials on your website or social media platforms. Highlight these positive experiences in your Black Friday marketing materials. Authentic reviews from real customers can significantly influence potential buyers.
  • User-Generated Images and Videos: Encourage customers to share images and videos of themselves using your products. Create a dedicated Black Friday hashtag for your brand and encourage customers to use it when posting their content. Share these visuals on your website and social media to demonstrate real-life product usage.
  • Contests and Challenges: Host UGC contests or challenges related to Black Friday. Ask customers to share creative content, such as photos or videos, showcasing how they plan to make the most of your Black Friday deals. Offer prizes or discounts to incentivize participation.
  • Incorporate UGC in Email Campaigns: Include UGC in your Black Friday email marketing campaigns. Showcase customer reviews, images, or testimonials to provide social proof and build trust with your subscribers. This can increase the likelihood of them making a purchase.
  • Live Social Media Feeds: Consider displaying a live feed of UGC on your website or product pages during Black Friday. This dynamic content can create a sense of community and excitement around your brand and deals.

Black Friday UGC

By incorporating user-generated content into your Black Friday marketing strategy, you engage your existing customer base and tap into the power of word-of-mouth marketing, which can be incredibly persuasive for potential shoppers.

7. Mobile Optimization for Black Friday Success

As mobile shopping continues to grow, ensuring your website is optimized for mobile users during the Black Friday season is crucial. Here are some mobile optimization tips to enhance the shopping experience for mobile shoppers:

  • Responsive Design: Ensure your website has a responsive design that adapts to various screen sizes and devices. Test your site on different smartphones and tablets to ensure it’s user-friendly.
  • Fast Loading Speed: Mobile users are often impatient, so optimize your website’s loading speed. Compress images, minify CSS and JavaScript, and use content delivery networks (CDNs) to improve load times.
  • Mobile-Friendly Checkout: Simplify the checkout process for mobile users. Implement one-click purchasing options, autofill for forms, and multiple payment methods, including mobile wallets like Apple Pay and Google Pay.
  • Clear Calls to Action (CTAs): Make sure your CTAs, such as “Buy Now” or “Add to Cart,” are prominently displayed and easy to tap on mobile screens. Avoid clutter and distractions in the mobile interface.
  • Mobile Search Optimization: Optimize your site’s search functionality for mobile users. Implement predictive search, filters, and sorting options to help users find products quickly.
  • Mobile Notifications: Use push notifications or SMS marketing to alert mobile users about your Black Friday deals. These notifications can be highly effective in driving mobile sales.
  • Mobile Testing: Continuously test your mobile site’s functionality and user experience. Identify and address any issues, such as broken links or slow page loading, promptly.

ecommcerce Mobile optimization for Black Friday

With a significant portion of Black Friday shoppers using mobile devices, optimizing your website for mobile is no longer optional. It’s a necessity to ensure you capture this growing segment of online consumers.

8. Analyzing and Iterating Your Black Friday Strategy

After the Black Friday frenzy subsides, your work is far from over. 

  • Data Analysis: Dive into the data collected during Black Friday. Measure the performance of your various marketing channels, such as email campaigns, social media ads, and PPC campaigns. Identify which strategies and promotions were the most effective in driving sales.
  • Customer Feedback: Gather feedback from customers who made purchases during Black Friday. Understand their shopping experience, what they liked, and any pain points they encountered. Use this information to improve future campaigns.
  • Competitor Analysis: Analyze your competitors’ Black Friday marketing strategies and outcomes. Identify what worked for them and consider incorporating successful elements into your next campaign.
  • Iterate and Plan Ahead: Based on your analysis, make adjustments to your overall marketing strategy. Plan ahead for the next Black Friday season, taking into account what you’ve learned and incorporating new ideas and trends.
  • Year-Round Engagement: Don’t limit your customer engagement to Black Friday. Maintain communication and engagement with your audience throughout the year. Build relationships and loyalty that extend beyond the holiday season. 

By emphasizing the importance of post-campaign analysis and continuous improvement, you demonstrate your commitment to long-term success and customer satisfaction, setting the stage for even more successful Black Friday campaigns in the future.

Black Friday marketing Strategies

Pacific54: Black Friday Marketing Tips That Work

By continually analyzing and improving your marketing efforts, you can ensure that each Black Friday is more successful than the last. And if you’re looking for expert assistance, consider partnering with Pacific54, a digital marketing agency ready to make your Black Friday campaigns a resounding success. Contact us today to get started.


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