During Black Friday, companies face the challenge of standing out among thousands of offers and capturing consumers’ attention. While social networks and paid ads deal with limitations such as high costs and unpredictable reach, newsletters are consolidating as a direct and efficient tool to attract customers and boost sales.
Recent research highlights the impact of email campaigns during high consumption periods. According to the Data & Marketing Association (DMA), well-executed email marketing campaigns generate an average return of $42 for every $1 invested. This data reflects the effectiveness of a channel that allows customization and direct communication, two essential strategies to engage the right audience at the ideal moment.
According to Fabio Jr. Soma, a specialist in content innovation and creator of the M.A.G.I.C. Method, personalized newsletters not only increase conversion but also strengthen the relationship between brands and customers. “A message tailored to the consumer’s preferences and needs builds trust and engagement. That’s what makes the customer open the email, click, and, most importantly, buy,” he explains.
Segmenting the contact list based on interests or buying behavior is one of the most recommended practices for effective results. Soma emphasizes that actions such as exclusive offers, attractive calls to action, and well-applied sense of urgency can be decisive in conversion. “Newsletters that inform, offer, and create a reason to act have a much higher chance of success,” he adds.
Furthermore, the expert reinforces that it is essential to plan the sending of newsletters in advance. “Competition on Black Friday is high. Those who organize clear and creative campaigns, with well-structured calendars, take the lead,” points out Soma.
Another significant benefit of newsletters is access to detailed performance data. Information such as open rates, clicks, and conversions helps companies quickly adjust their strategies during a campaign, allowing for a more targeted approach. This in-depth analysis provides a level of control that other platforms struggle to deliver with the same effectiveness.
“The collected data not only helps improve Black Friday results but also serves as a foundation for future campaigns, creating a cycle of constant learning and improvement. This combination of customization, results measurement, and continuous adaptation makes newsletters an indispensable tool in digital marketing,” says Soma.
Well-structured strategies and targeted content make newsletters a powerful channel to capture consumer attention during Black Friday. For Soma, the secret lies in personalization and planning. “A well-executed campaign not only converts but also fosters loyalty. And that is what truly makes a brand stand out in the market,” he concludes.
