Upstream, a global mobile marketing automation company, celebrated impressive results on Black Friday 2024, consolidating its position as an essential strategic partner for e-commerce brands. With a return on investment (ROI) of 58 times, a significant increase from the 43x recorded in 2023, the company demonstrated how technology and personalization can turn sales campaigns into milestones of success. Additionally, the campaigns contributed 29% to the total sales of partner brands, surpassing the 26% from the previous year, and generated a higher average ticket compared to other methods used during Black Week.
According to Patrick Marquart, Head of Sales at Upstream, the results reflect a continued commitment to innovation and personalization. ‘The growth we achieved in 2024 reflects our technologies’ ability to turn major events like Black Friday into extraordinary opportunities for our clients. We integrated new channels and smarter approaches, proving the power of mobile marketing in delivering exceptional results,’ he commented.
This year, Upstream expanded its partnership with 56 e-commerce brands, adopting cutting-edge technologies to attract new customers and boost sales. During Black Week, 31% of new November sign-ups were recorded, solidifying the period as a catalyst for building strong consumer bases. Additionally, the number of new acquisitions saw a 24% growth compared to the previous year, with significantly higher conversion rates, driven by interactive tools like gamification and personalized messages.
The comparison with 2023 highlights the strategic evolution. While last year the main focus was on expanding customer bases, this year the focus was on maximizing conversions using new channels like RCS and rich multimedia messaging. Interactive tools such as ‘spin the wheel’ and scratch cards increased opt-ins by 10% compared to 2023, while abandoned cart recovery generated an average revenue of $359 per message sent, with a click-through rate (CTR) of 5.24%.
The results of Black Friday 2024 not only exceeded expectations but also indicate the potential of similar strategies for Christmas, one of the most crucial periods for retail. According to Patrick Marquart, Sales Director at Upstream, the impact of these campaigns goes beyond immediate numbers: ‘The success our clients 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 the results of Black Friday.’
With a more engaged customer base and optimized tools, Upstream is ready to help brands make the most of end-of-year sales opportunities, solidifying its position as an essential partner in strategic digital marketing.
