How do you retain your customers after attracting them with attractive Black Friday deals?
Black Friday has become the biggest sales day of the year in the Netherlands in recent years. Discounts can’t be high enough, preparations often begin as early as October, and sales are through the roof. But what about the aftermath? Sometimes it feels like customers rush to plunder stores on Black Friday and then never return. This is a missed opportunity because it doesn’t have to be that way.
There are several ways to bring those customers back to your store (or webshop). In addition to the revenue from Black Friday itself, the contact details of these customers are incredibly valuable to entice them to return to your store. Below, we’ve outlined five things you should do (Do’s) and three things you should avoid (Don’ts) to boost customer retention after Black Friday.
Do 1: Personalized emails
Always important, but especially after Black Friday. Make the most of the data you have on your customers. Always use their first name in the greeting, and consider their favorite store location. For example, mention the store hours of the location where they prefer to shop. The more personalized, the better.
Do 2: Personalized offers
In addition to the personal greeting, it’s wise to tailor the content of the email based on previous purchases. This automatically ensures relevance. Did they just buy a new pair of jeans? Share a blog with tips on how to wash jeans, or offer them a great discount on belts. Consider exclusive discounts or sneak peeks for new collections. This makes customers feel special, and not just like a number.
Do 3: A good first impression
It may seem like a given, but it’s worth repeating: don’t forget to thank your new customers for their purchase during Black Friday. The first impression is everything. A welcome email is the perfect opportunity to introduce yourself and showcase what makes your webshop unique. This is the moment to build a strong connection so that they’ll think of you for their next purchase.
Do you have a loyalty program? Make sure to mention it in your welcome flow. Let customers know that they’ve already earned reward points with their first purchase. Although a welcome email may not immediately lead to more sales, it will pay off in the long term by contributing positively to the customer journey.
Do 4: Reward loyalty
Are you happy when a customer makes a purchase from you? Make sure to show it, even if they bought with a discount during Black Friday. A great way to reward loyalty is through a reward program. Pay extra attention to your reward program during Black Friday by offering double points on every purchase. This way, you can inform customers about their new points balance after Black Friday and show them what they can buy with those points. This makes your post-Black Friday emails relevant and gives customers an additional incentive to make a follow-up purchase.
Do 5: Marketing automations
Marketing automations can help you retain customers after Black Friday without overwhelming them with messages. A few smart strategies make all the difference.
- Segment your customers: not every customer is the same, so don’t treat them the same.
- Develop a plan with touchpoints (contact moments); for example, if a customer has created an account but hasn’t made a purchase yet.
- Create post-purchase follow-ups: this could include a thank-you email immediately after the purchase, followed by another email a few days later asking if they’re satisfied with the product and if they’d recommend it. Be mindful of the frequency to avoid overcommunication.
Note: Automations save time, but don’t forget to regularly evaluate whether your flows are still relevant. An automated message that no longer aligns with your customer’s needs will do more harm than good! Want to learn more about automations? We’ve previously written a learning piece about The 5 Most Valuable Automations.
Don’t 1: Generic emails
The biggest turn-off for pretty much everyone: a generic email that’s clearly sent to the entire database. No personal greeting, no personalized offer, and nothing indicating that any attention was given to the recipient. If it doesn’t end up in the spam folder, it will probably be redirected there by the recipient.
Don’t 2: Too many emails, too much of the same
Another email from that store? That’s a thought you never want to trigger in a customer. Make sure you don’t become annoying. After Black Friday, it’s tempting to ride the sales wave, but sending too many emails in a short period will backfire. Give customers space to breathe. It’s about finding the right balance between staying relevant and not coming across as pushy. And when you do email, make sure you have something worth sharing. This also relates to the next don’t.
Don’t 3: Sending emails just for the sake of it
Don’t think, “I need to send an email, so I’ll just send one.” Relevance comes into play again here. If you don’t have a relevant offer, a useful blog post with tips, or something else that’s truly relevant to your customer, don’t send an email. No email is always better than an irrelevant one.
Boost customer retention? tritonX can help
Are you working on optimizing customer retention after Black Friday and curious about the possibilities within TritonX? Feel free to schedule an appointment with one of our Success Managers. Contact us at planning@tritonx.cloud, and we’d be happy to assist you!
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