Personalized newsletters boost Black Friday sales

During Black Friday, companies face the challenge of standing out amidst thousands of offers and capturing consumers' attention. While social media and paid advertising grapple with limitations like high costs and unpredictable reach, newsletters solidify themselves as a direct and efficient tool for attracting customers and boosting sales.

Recent research highlights the impact of email campaigns during 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 crucial strategies for engaging the right audience at the right time. **Note:** The string "$42" and "$1" are likely placeholders for numbers (e.g., 42.3%, 1). The translation maintains the original phrasing to avoid speculation. If the original text had specific figures there, they should be inserted in the translation.

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

Segmenting your contact list based on interests or purchase behavior is one of the most recommended practices for effective results. Soma highlights that actions like exclusive offers, compelling calls to action, and well-applied sense of urgency can be crucial in conversion. "Newsletters that inform, offer, and create a reason to act have a much higher chance of success," complements Soma.

Furthermore, the expert emphasizes the essential need to plan newsletter dispatch in advance. "Competition during Black Friday is intense. Those who organize clear and creative campaigns with well-structured calendars get ahead," Soma points out.

Another significant benefit of newsletters is access to detailed performance data. Information like open rates, click-through rates, and conversion rates helps companies quickly adjust their strategies during the campaign, allowing for a more targeted approach. This in-depth analysis provides a level of control that few other platforms can match.

"The collected data not only helps improve Black Friday results, but also serves as the foundation for future campaigns, creating a cycle of constant learning and improvement. This combination of personalization, result measurement, 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 for capturing consumer attention during Black Friday. For Soma, the secret lies in personalization and planning. "A well-executed campaign not only converts but also builds loyalty. And that's what truly makes a brand stand out in the market," concludes Soma.