Black Friday & emailing strategy
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In 2018, 20% of the revenue generated by the Black Friday weekend came from email, a significant proportion that could take the lion’s share in the coming years.
What changes could make a difference ?
1/ Message individualization: we can offer content adapted to each individual at the time of opening.
2/ Content: expensive to produce, difficult to scale for each individual, lambda content does not catch attention anymore.
If an individualization strategy does not expect sales offers to find an impact with marketing teams, Black Friday is also an opportunity to use email to differentiate yourself, engage and build loyalty.
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