Preparing Your Automation Strategy for Golden Quarter

By Katie Hilton, Marketing Manager
Here’s how to make the most of the Black Friday boom
As Black Friday 2024 approaches on Friday, 29th November, it’s clear that the shopping season isn’t just about one day. With key dates like Singles’ Day (11th November), Cyber Monday (2nd December), and the extended Christmas sales period, this time of year offers multiple opportunities for brands to engage with customers. But before you dive into your strategy, let’s take a look at what happened last year to inform a stronger approach in 2024.
Black Friday 2023: What Happened?
In 2023, UK consumers spent £13.1 billion, marking a 6.5% increase from 2022 (Mintel). However, while spending was up, 60% of shoppers reported disappointment with the deals on offer. The growing trend? Consumers are getting more selective—they want value, not just random discounts.
Impulse buying was still part of the mix, but shoppers were more calculated, often taking advantage of deals on purchases they had planned in advance. Today’s consumers expect personalisation and relevance, not generic offers thrown their way.
On the digital front, the numbers were huge. Black Friday online traffic spiked to be four times higher than the average October day (Queue-it). Email marketing remained a critical player, with 9.1 billion emails sent on Black Friday alone, followed by 9.3 billion on Cyber Monday (Twilio SendGrid). But with so many brands flooding inboxes, how do you make your email campaign stand out?
How do you stand out in saturated inboxes?
Even with the email overload, there’s still room to cut through the noise. Subject lines with “Black Friday” or “Cyber Monday” drive a 64% higher Click-Through Rate (CTR) (Retainful). And customers who arrive via email spend 138% more than those who don’t (Wordstream). Email remains a heavyweight, but it’s more than just getting into the inbox—it’s about grabbing attention when you get there.
Since 73% of Black Friday purchases in 2023 were made on mobile, it’s essential that your emails are mobile-optimised. For Force24 users, the mobile preview feature in the email builder ensures your designs render flawlessly across devices. But don’t stop at email—integrating SMS into your strategy can give you that extra edge.
Why cross-channel marketing is the key
In 2023, SMS marketing showed its strength, with 68% more SMS messages sent on Black Friday, leading to a 57% increase in orders (Omnisend). The immediacy of SMS is what makes it so effective. Your message lands directly on a customer’s phone, prompting action—whether it’s a flash sale or last-minute deals.
Beyond Black Friday itself, SMS sends rose steadily in the lead-up to the big day, showing how critical the channel has become for brands looking to keep their audience engaged throughout the holiday season. With inboxes crowded, SMS cuts through, delivering concise, impactful messages that encourage quick decisions.
Is Black Friday relevant for B2B?
Absolutely. While B2B buyers don’t behave exactly like B2C consumers, they still look for valuable deals—particularly on services or tools they’ve been eyeing all year. Offering exclusive discounts or limited-time packages can help push decision-makers to act before year-end budgets close.
Black Friday is the perfect time for B2B brands to present savings that incentivise action. Tailored messages focusing on long-term value or operational improvements are critical here. B2B deals can be just as enticing as B2C when positioned correctly.
How to Capitalise on Black Friday 2024
Retarget engaged prospects: Black Friday isn’t just for acquiring new customers—it’s a golden opportunity to re-engage those who’ve already shown interest. Leverage real-time behavioural data to send personalised offers that resonate, pushing prospects closer to conversion. This approach works well for both B2B and B2C buyers, especially those who’ve been considering your product for a while.
Reward loyal customers: Your most loyal customers deserve something special. Offer exclusive deals or rewards to show your appreciation, increasing retention and upsell opportunities. This is especially important in B2B, where long-term relationships can be nurtured during key moments like Black Friday.
Create urgency with countdowns: Inboxes are crowded, so urgency matters. Add countdown timers to your emails and SMS messages to create anticipation. With most recipients only opening 1 in 6 emails, spreading your messaging across a sequence—each building urgency—can make all the difference. Creating that final “last chance” moment drives conversion.
Consistency is key: With so many touchpoints, it’s important to keep your messaging consistent. Whether you’re promoting a B2B package or a B2C sale, ensure your message remains clear across email, SMS, and social media. Consistency reinforces your value proposition and reduces confusion.
Personalisation wins: Personalisation remains a key driver, with 80% of consumers more likely to buy from a brand that offers a tailored experience (Bloomreach). In B2B, the expectation is just as high, with 73% of buyers demanding the same level of personalisation they receive as consumers (Accenture). Leveraging real-time data allows you to tailor your messages, improving both engagement and conversions.
Time to Get Ready for Black Friday 2024
Black Friday is just the start of a longer shopping season. Singles’ Day on 11th November, Cyber Monday on 2nd December, and the festive sales period offer plenty of opportunities to keep the momentum going. If you haven’t already, now’s the time to fine-tune your Black Friday strategy and get everything in place.
Looking for some help? Download our plain text nurture sequence guide, featuring 9 email templates to help you connect with your audience and guide them through the sales funnel during the busiest season of the year.
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