Last-Minute BFCM Masterclass: Segmentation, Persuasion, and the Art of Clever Discounts
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The clock has stopped, and Black Friday - Cyber Monday (BFCM) is upon us. Panic? Maybe a little. Let's talk ultra last-minute tips that can turn your hectic marketing rush into an ROI-driven success story. Picture this as your cheat sheet, a quick manual to squeeze every ounce of opportunity from this BFCM weekend. Let's capitalise on a little retail therapy.
1. Email Automation & Segmentation: Selling while you sleep sounds inviting. Automation isn’t just efficient—it’s like putting your sales on autopilot while you sit back and relax with a cuppa. Imagine: emails going out at just the right moment, doing all the hard work for you. But automation without segmentation is like fishing with a net full of holes—no one wants a generic email that’s aimed at everyone. One size fits all is the perfect way to fit nobody.
Segmentation lets you get into the minds of your customers. Essentially, it’s behavioural economics meets smart marketing tech. Tools like Omnisend make it simple to set up a range of automated sequences — abandoned cart reminders that nudge the indecisive, or exclusive VIP early bird offers that make your loyal customers feel like they’re getting the inside scoop.
Here’s the nitty-gritty of segmentation that can make the difference between a missed opportunity and a sale:
Product Purchase Segmentation: Starting with the most obvious one—if someone bought a garden rake, they might need gloves next. Segmenting based on past purchases lets you capitalise on that good old-fashioned instinct for completing sets. You're not just upselling; you're helping them fulfil an aspiration they didn’t realise they had.
Customer Journey Segmentation: A first-time visitor isn't the same as someone who has five purchases under their belt. Knowing where your customers are in their journey is crucial. The newbie might need more coaxing, while your loyal shopper could be primed for an exclusive thank-you offer and a sneaky VIP discount. Tailoring the message to each phase of their journey feels personal, thoughtful, and—most importantly—effective.
Loyalty Segmentation: VIPs are your bread and butter—don't forget that. These aren’t just customers; they’re advocates, champions, maybe even fanatics. They should see the sale before anyone else, get the discounts others don’t, and be reminded why they love you. Make them feel like they’re in on something special because they are.
Engagement-Based Segmentation: Engagement is currency. Segmenting based on how often someone opens an email, clicks a link, or engages with your site helps you discern where they stand on the scale from 'mildly interested' to 'utterly obsessed.' Here's where you can adjust the level of urgency, the incentives, and the messaging based on how much they're engaging. A simple nudge for the dormant before you lose them completely to the ether, or a thoughtful thank you for the frequent flier.
Demographic Segmentation: I get it, demographics aren’t the most sophisticated tool in the box, but that doesn't mean they don't matter. Younger shoppers might prefer a message on TikTok or Instagram, while others may appreciate the reassurance of a detailed email. Tailoring your outreach to age, gender, and location might seem basic, but getting these details right means you’re at least speaking their language in the place they feel most comfortable.
2. Discounts That Work: We've all fallen into the lazy trap of slapping on a '20% off everything' discount when we're trying to sell products on sale. But here's a little behavioural insight: discounts need context to work their magic. Customers don't always just want cheap, they want clever. Here are some discount options that pack a punch:
Buy One, Get One (BOGO): It’s classic and works for a reason. The perception of value is heightened when customers feel like they’re getting something for free.
Buy More, Save More: Encourage customers to increase their basket size by offering tiered discounts—“Buy 2 items, get 10% off; buy 3 items, get 20% off.” This taps into the human desire to maximise savings.
Bundles: Bundling products together can create a sense of added value. Customers love the idea of a ready-made package, especially when it comes with a discount. Bundling also helps move products that might not sell as well on their own.
Flash Sales: There’s something deliciously urgent about a flash sale. It’s like FOMO on steroids. Offer a significant discount for a limited time—just a few hours. It compels customers to make quick decisions, bypassing the usual procrastination.
The key to discounts is not to appear desperate. Creating a sense of exclusivity, urgency, or added value makes the discount feel less like a price cut and more like an opportunity they absolutely cannot miss.
3. Meet Your Audience Where They Are: Don't be that person yelling into the void—know where your customers are hanging out, and join the conversation there. Are they email-first? Great, get that automation humming. Are they on Instagram, ready to be swayed by stories? Excellent, make sure you’ve got shoppable posts in place. Or perhaps SMS is your winner—a text with a discount code just before your sale starts can work wonders (Omnisend can help here, too). The key is knowing your audience’s favourite playground and playing alongside them, not forcing them onto a platform they find clunky.
4. Leverage Tools That Scale Smarter, Not Harder: It’s late in the day, and while coffee-fueled creativity got us this far, we’re in power-tools territory now. Omnisend will have you covered on the emails and SMS side—easy automation, tight segmentation, and an intuitive dashboard to avoid those dreaded last-minute scrambles. And for your SEO? Semrush is the secret weapon that keeps your strategy sharp and on point. Make sure you're optimizing your BFCM landing pages to capture those organic searches with intent (think along the lines of "best Black Friday deals on eco-friendly cleaning supplies”). Yes, someone will search for exactly that. And remember: ROI isn’t about spending less; it’s about being smarter with where you put your efforts.