With inboxes packed during Black Friday, generic emails won’t cut it. Smart segmentation is how we ensure the right message lands with the right audience. By targeting specific groups with tailored campaigns, we can maximise engagement and revenue.
Here are the key segments we’re focusing on this year:
1. Loyal Shoppers
Why: These customers already love your brand, making them more likely to engage with your Black Friday offers.
How We’ll Target Them:
- Early access to sales, creating a sense of exclusivity
- Thank-you messaging tied to special deals on products they’ve purchased before
- Tailored offers to show appreciation and boost retention
2. Cart Abandoners
Why: They’ve shown interest but haven’t converted yet. Black Friday is the ideal time to reignite their excitement with targeted incentives.
How We’ll Target Them:
- Follow-up emails with sale prices for the items they left behind
- Emphasising scarcity: “Low stock—act fast!”
- Additional perks like free shipping to push conversions
3. High Spenders
Why: This group consistently invests in your products, so a well-crafted offer could encourage them to go all-in on your biggest sale of the year.
How We’ll Target Them:
- Offers focused on bundles or exclusive products
- Highlighting premium collections or limited-edition items
- Messaging that reinforces the value they’ll get
4. Inactive Subscribers
Why: Black Friday is a great opportunity to wake up dormant customers with eye-catching offers.
How We’ll Target Them:
- Attention-grabbing subject lines like “Your Black Friday starts NOW”
- Limited-time deals designed to spark action
- Offers tailored to their past behaviour, like discounts on categories they browsed
5. Gift Buyers
Why: Many shoppers during Black Friday are buying for others.
How We’ll Target Them:
- Gift guides and curated suggestions to simplify their decision
- Messaging around holiday urgency: “Get it now to beat the rush!”
- Options for personalised or bundled gift sets
Why Segmentation Works
Sending the same email to your entire list isn’t just lazy—it’s ineffective. By tailoring offers and messaging to specific behaviours, interests, or purchase histories, we make every email feel relevant.
The result? More clicks, more conversions, and happier customers.
Need help with your email strategy? Let’s chat.
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