After working with hundreds of e-commerce brands worldwide, Maestra has identified the top 10 non-obvious mistakes in marketing strategies for Black Friday and Cyber Monday (BFCM). Even advanced marketers make these errors, missing the opportunity to double their revenue during this sales period. If you’re a marketer, check yourself; if not, forward this material to your marketing team right away.
November 18, 2024
Top 10 Overlooked Mistakes in BFCM Marketing Strategies (That Could Cost You Half Your Revenue)
Having worked with hundreds of e-commerce brands worldwide, Maestra has pinpointed the top 10 often-overlooked mistakes in Black Friday and Cyber Monday (BFCM) marketing strategies. Even seasoned marketers can fall into these traps, missing the chance to double their revenue during this prime sales period. If you’re a marketer, read on to see if you’re making any of these missteps; if not, forward this to your marketing team.
Mistake 1: Not Offering Early Access
The solution:
For Existing Customers: Provide exclusive early access to your BFCM deals. They’ll appreciate the VIP treatment and become more loyal to your brand.
For New Visitors: Use lead forms to collect emails and phone numbers in exchange for exclusive early access to your BFCM offers.
Mistake 2: Not Covering the Entire Customer Journey in Your Abandonment Flow
The solution:
During BFCM, you’ll attract a massive influx of customers who may need re-engagement. Don’t limit your abandonment flow to just cart and checkout; include session, search, category, and product view abandonment as well.
Don’t forget to leverage low stock alerts (“Only one pair of sneakers left in your size!”) and social proof (“176 people bought these sneakers today.”)
Remember, your customers might switch between devices. Ensure your communications include special links that restore carts, no matter which device they’re using.
By implementing these strategies, our clients have seen a 5x increase in revenue compared to standard abandoned cart flows.
Mistake 3: Lack of Interactivity in Communications
The solution:
Don’t settle for the same old “Up to 40% off all purchases” like your competitors. Stand out. Consider launching a “Month of Black Fridays, ” where each week you offer customers a choice: take advantage of the current deal now or wait for a mystery offer next week. The new offer could be a bigger discount, a different gift, or alternative delivery or service options. Keep your customers on the edge of their seats, eager to uncover what’s next.
Even when collecting contacts through lead forms, you can add interactivity. Let users choose one of three gifts in exchange for their contact information: a percentage discount, a dollar amount off, or a second product for free.
Mistake 4: Giving Maximum Discounts to Everyone
The solution:
Suppose your maximum possible discount, considering your margins, is 40%. In that case, set a general discount of 35%. Offer the remaining 5% as personal deals that can stack with the general discount. For example, provide this additional discount for sharing extra information like their birthday, referring a friend, or making a purchase above the average order value.
Don’t forget to exclude, in real time, those who have already made a purchase from your marketing segments (including paid media). At best, you risk being irrelevant and wasting your budget; at worst, your customer might see an offer with an even bigger discount on an item they’ve already purchased at a higher price.
Mistake 5: Thinking BFCM Deals Are Only About Discounts
The solution:
Many shoppers value other types of offers, such as:
- Free express shipping when they make a purchase within the next hour
- A free gift when they spend over $300
- Double cashback in bonus points that expire in a week
Example: Enlightened Equipment’s gift offer
Mistake 6: Not Using BFCM to Reactivate Inactive Contacts
The solution:
Create a segment of churned customers and even those who have unsubscribed from your emails. Target this group in paid media with a special ad campaign featuring a personalized offer just for them.
Also, don’t forget to show the personalized offers to this segment on your website through pop-ups, embedded blocks, bars, and banners. Website personalization adds value to every segment, ensuring tailored experiences that resonate.
Mistake 7: Sending Mass BFCM Emails to Your Entire List
The solution:
Exclude inactive contacts to avoid damaging your sender reputation and landing in spam folders.
Mistake 8: Not Setting Up Discount Controls and Selling at a Loss
The solution:
While it’s great to offer personalized discounts as mentioned earlier, don’t forget to establish rules for combining discounts so that the total doesn’t exceed your margins at any point.
Mistake 9: Treating BFCM as a One-Time Event Without a Long-Term Strategy
The solution:
What sets new customers who come to you during BFCM apart? They’re price-sensitive. It’s a smart move to segment these customers and create a unique flow with personalized offers that consider their purchasing behavior.
Example: Magnum Bikes’ automated sales digest for a price-sensitive audience
Mistake 10: Not Using Countdown Timers for the Start and End of BFCM Deals
The solution:
Include timers on your website, in emails, in your mobile app—everywhere. A sense of urgency and exclusivity drives sales. While implementing timers used to be a technical challenge, most marketing platforms now offer this feature.
Wishing you record-breaking sales on BFCM!
P. S. We’ve just published a detailed overview of Maestra — the most unified platform for e-commerce marketing. You’ll discover even more marketing strategies we’ve implemented with hundreds of clients, from niche local brands to international giants like L’Oréal, Crocs, and Birkenstock.