Upstream grows 35% on Black Friday and prepares retail for Christmas

A Upstream, a global mobile marketing automation company, celebrated impressive results on Black Friday 2024, consolidating its position as an indispensable strategic partner for e-commerce brands. With a return on investment (ROI) of 58 times, a significant advance over the 43x registered in 2023, the company demonstrated how technology and customization can turn sales campaigns into milestones of success. In addition, the campaigns carried out contributed 29% to the total sales of the partner brands, surpassing the 26% of the previous year, and generated a ticket higher than the average of other methods used during Black Week.  

According to Patrick Marquart, head of sales at Upstream, the results reflect an ongoing commitment to innovation and personalization.“The growth we achieved in 2024 reflects the ability of our technologies to transform major events like Black Friday into extraordinary opportunities for our customers.We integrate new channels and smarter approaches, proving the power of mobile marketing to drive exceptional” results.  

This year, Upstream expanded its partnership with 56 e-commerce brands, adopting cutting-edge technologies to capture new customers and boost sales. During Black Week, 31% of the new November memberships were registered, consolidating the period as a catalyst for building solid consumer bases.In addition, the number of new acquisitions showed a growth of 24% compared to the previous year, with significantly higher conversion rates, driven by interactive tools such as gamification and personalized messages.  

The comparison with 2023 shows the strategic evolution. While last year the main focus was on expanding customer bases, this year attention was on maximizing conversions with the use of new channels, such as RCS, and rich multimedia messages. Interactive tools, such as “gire the” roulette and scrapable cards, increased opt-ins in 10% compared to 2023, while the recovery of abandoned carts generated an average revenue of US$ 359 per message sent, with a click-through rate (CTR) of 5.241T3T.  

The results of Black Friday 2024 not only exceeded expectations, but also indicate the potential of similar strategies for Christmas, one of the most important periods for retail. According to Patrick Marquart, head of sales at Upstream, the impact of these campaigns goes beyond the immediate numbers: “The success that our customers achieved this year reinforces the importance of investing in personalized communication and innovative technologies. These learnings allow us to enter Christmas with renewed confidence, ready to replicate and even surpass 3 the results of Black Friday.”  

With a more engaged customer base and optimized tools, Upstream is poised to help brands make the most of their holiday sales opportunities, cementing their position as a key partner in strategic digital marketing.