Personalized newsletters increase sales on Black Friday

During Black Friday, companies face the challenge of standing out amidst thousands of offers and capturing the attention of consumers. While social networks and paid ads deal with limitations such as high costs and unpredictable reach, newsletters consolidate as a direct and efficient tool to attract customers and drive sales.

Recent research highlights the impact of email campaigns in periods of high consumption. 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 personalization and direct communication, two essential strategies to engage the right audience at the ideal time.

According to Fabio Jr. Soma, a content innovation specialist and creator of the M.A.G.O Method, personalized newsletters not only increase conversion, but also strengthen the relationship between brands and customers. “A message tailored to consumer preferences and needs generates trust and engagement. This is what makes the customer open the email, click and, especially, buy”, he explains.

Segmenting the contact list based on interests or buying behavior is one of the most recommended practices for effective results.Sum highlights that actions such as exclusive offers, attractive calls and a well-applied sense of urgency can be decisive in conversion.“Newsletters that inform, offer and create a reason to act are much more likely to be successful”, he adds.

In addition, the expert reinforces that it is essential to plan the sending of newsletters in advance.“The competition on Black Friday is high. Who organizes clear and creative campaigns, with well-structured calendars, goes out ahead”, Soma points out.

Another relevant benefit of newsletters is access to detailed performance data. Information such as open rates, clicks and conversions help companies quickly adjust their strategies during the campaign, allowing a more assertive approach.This in-depth analysis offers control that other platforms can hardly deliver with the same effectiveness.

“The data collected not only helps improve Black Friday results, but also serves as a basis for future campaigns, creating a cycle of learning and constant improvement.This combination of personalization, measurement of results and continuous adaptation makes newsletters an indispensable tool in digital marketing”, says Soma.

Well-structured strategies and targeted content turn newsletters into a powerful channel to capture consumer attention during Black Friday.For Soma, the secret lies in personalization and planning.“A well-designed campaign not only converts, but also loyal.And this is what really makes a brand stand out in the” market.