During Black Friday, companies face the challenge of standing out among thousands of offers and capturing consumers' attention. While social media 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 for personalization and direct communication, two essential strategies to engage the right audience at the right time
According to Fabio Jr. Soma, content innovation specialist and creator of the M Method.A.G.THE., personalized newsletters not only increase conversion, but also strengthen the relationship between brands and customers. "A message tailored to the preferences and needs of the consumer generates trust and engagement". That's what makes the customer open the email, click and, mainly, buy, explain
Segmenting the contact list based on interests or purchasing behavior is one of the most recommended practices for effective results. Soma highlights that actions such as exclusive offers, attractive calls 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 being successful", complement
Furthermore, the specialist emphasizes 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, "get ahead", score Sum
Another relevant benefit of newsletters is access to detailed performance data. Information such as opening rates, cliques and conversions help companies quickly adjust their strategies during the campaign, allowing for a more assertive approach. This in-depth analysis provides a level of control that other platforms can hardly deliver with the same effectiveness
The collected data not only helps to improve the results of Black Friday, but they also serve as a basis for future campaigns, creating a cycle of learning and constant improvement. This combination of personalization, measuring results and continuous adaptation makes newsletters an indispensable tool in digital marketing, says Soma
Well-structured strategies and targeted content transform newsletters into a powerful channel to capture consumer attention during Black Friday. For Soma, the secret is in personalization and planning. A well-executed campaign not only converts, but also builds loyalty. And this is what really makes a brand stand out in the market, concludes
