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Cracking the Black Friday Code: Key Insights from Optimove’s Data 

Mastering Black Friday Marketing: Lessons from the Last Three Years of Exclusive B2C Sales Data

See the difference control groups make in this guide

Why it matters:

Optimove’s Black Friday insights distill valuable marketing strategies from three years of exclusive data. Marketers can maximize marketing results by utilizing approaches like customer-centric campaigns, effective reactivation of past customers, and timely, well-crafted emails on Black Friday and beyond.

Key takeaways:

Craft compelling, customer-driven campaigns for Black Friday to achieve a remarkable 32% increase in response rates.

Leverage the week of Black Friday to double customer reactivation rates, capitalizing on the enthusiasm of past customers.

Send emails on Black Friday for a 23% response rate, emphasizing the importance of timely and relevant communication.

Focus on post-purchase engagement to nurture first-time buyers, who are 19% less likely to become repeat customers.

Prioritize high-value customers, who spend five times more, make four times as many purchases, and place twice as many orders during Black Friday.

Black Friday, the annual shopping extravaganza, isn’t just about snagging great deals. It’s also a treasure trove of marketing wisdom. Drawing on exclusive data collaborations with industry leading B2C brands, Optimove has unearthed valuable insights over the past three years that can elevate your marketing game during this critical sales period. The key is to employ Customer-Led Marketing and make sure campaigns start with the customer. 

Campaigns Matter:

Optimove’s proprietary data highlights an impressive 32% increase in response rates during Black Friday. The lesson here is crystal clear: the quality of your campaigns matter. Craft compelling, attention-grabbing messages driven by customer preferences to stand out in the crowd. 

Reactivation Pays Off

One of the standout findings is the doubling of customer reactivation rates during the week of Black Friday. It’s a golden opportunity to rekindle the interest of past customers based on their trends and preferences. Don’t miss out on this surge in consumer enthusiasm. 

Same-Day Emails Rock:

Timing is everything in marketing, and Black Friday underscores this point. Emails sent on the day of Black Friday itself tend to yield impressive results, with a 23% response rate compared to 19% for emails sent on Saturday. This highlights the importance of Customer-Led Marketing to being timely and relevant in your email marketing efforts. 

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Nurture New Customers:

While Black Friday attracts hordes of first-time buyers, Optimove’s data reveals that they are 19% less likely to become repeat customers. The takeaway? Focus on post-purchase engagement strategies to nurture these newcomers into loyal brand advocates.  

High-Value Customers Shine:

Optimove’s in-depth analysis demonstrates that high-value customers are the stars of the show. They not only spend five times more but also make four times as many purchases and place twice as many orders. Make it a priority to cater to and retain these valuable patrons.

Holiday Season Boost:

Repeat customers exhibit a 17% higher value during Black Friday. Building and maintaining customer loyalty throughout the year pays off handsomely during the holiday season. Customer-Led Marketing is an investment that can pay off in nurturing these relationships. 

Multi-Channel Success:

Optimove data underscores the power of consistency across multiple channels. A cohesive, omnichannel approach can amplify your response rates by a staggering sevenfold. Ensure your brand message is uniform across all touchpoints. 

Prolonged Impact:

Finally, don’t limit your Black Friday strategy to a single day. As evidenced by the data from the past few years, the surge in orders begins before Black Friday and continues afterward. Extend your holiday season marketing efforts to fully capitalize on this trend.  

By leveraging campaign quality, reactivation opportunities, precise timing, customer nurturing, high-value customer focus, omnichannel strategies, and a season-spanning approach, you can unlock the full potential of Black Friday and make this annual retail frenzy work wonders for your brand. 

To get more insights on Customer-Led Marketing and how to Incorporate these valuable insights from Optimove’s exclusive data collaborations into your Black Friday marketing playbook contact us at  

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Rob Wyse

Rob Wyse is Senior Director of Communications at Optimove. As a communications consultant, he has been influential in changing public opinion and policy to drive market opportunity. Example issues he has worked on include climate change, healthcare reform, homeland security, cloud transformation, AI, and other timely issues.