Twilio report and platform show how to talk to your customers on this Black Friday and Cyber Monday

We are approaching Black Friday and Cyber Monday. This is one of the most important times of the year for commerce, and knowing how to talk to your customers, meeting their preferences, is very important to ensure engagement, loyalty and, above all, maximize sales. That is why Twilio's latest data points out important details about how this communication should be done, considering message content, aspects of personalization and preference channels.

In 2023, during Cyber Week, Twilio's platform was responsible for sending more than four billion messages and more than 64 billion emails from its customers. As a platform that allows business intelligence, and thanks to the amount of traffic, it was possible to observe some good practices and highlight insights on the impact of these communications, such as the fact that shorter messages are more efficient in engaging customers, given that after 120 characters, a sharp decline in click-through rate is noticed. In addition, the best times to direct these communications are early in the morning and late at night, and it is important not to overdo it in the use of exclamation as points!

“This information is relevant because it points to several topics of the direction that needs to be taken in relation to the communication strategy of companies, always focusing on being more efficient in engagement. Understanding the extent of the scenario and how to best take advantage of it is what is most important for retail leaders in this” period, explains Vivian Jones, LATAM Vice President of Twilio. “In addition, it is important to emphasize that the message still needs to be based on relevant data regarding the relationship of the individual with the brand, being, above all, personalized.”

The Consumer Preferences Report, published by Twilio in 2024, showed that 86% of consumers claim that the ability to send real-time messages to a brand increases the likelihood of completing a purchase. In addition, response time is also important. Most consumers (51%) expect to receive a response from brands within an hour, which shows that improving response time can have a significant impact on business. To be more evident, the data shows that 40% of consumers say they have made a recurring purchase and 25% have made a first purchase that promptly responded to a brand.

The same Report also indicates that it is important to use consumer preference channels. In Brazil, 77% of people prefer WhatsApp as a channel of communication with brands, the same percentage of email.In the world, email and SMS are ahead of these numbers, being preferred by 79% and 49% of people respectively (whatsapp is more expressive in countries such as Brazil).

“This means that companies need to invest in communication that meets all the criteria of customer preference. Consumers are eager to enjoy dates like Black Friday, but they want the ease of doing this in the palm of their hand and through dialogue with brands with which they already relate well. The consumer already spends part of his leisure time on the messaging apps of his choice, and when brands use these same channels and paths to communicate with them, everything adapts to this ease. It is the natural consumer journey”, comments Jones. For the executive, this is a trend linked to comfort, trust, ease and convenience for the consumer in their daily experiences. 

For the specialist, there is no replacement of conventional sales and marketing channels, but it is necessary to invest in new focuses that are gaining attention, especially at times like this year-end, when consumers already expect offers, news etc. “Vale emphasize that it is important to be prepared not only to advertise, but to deal with consumer data, ensuring a personalized service that will make you always be aware of what your brand has to say. The entire ecosystem is more complex, and consumers are at the center of change. Remembering this, brands will know what to invest in and how to prepare”, concludes Jones.