Is your Black Friday email marketing actually different this year?
Two years on from COVID-19 and a near-global lockdown, the South African consumer has changed. Financial pressure is real. Skepticism about promotions is higher. So the question is worth asking: does your Black Friday email marketing reflect that, or does it look the same as it did in 2019?
The answer to getting the message right isn't some hidden formula. We are all consumers, sometimes more than we are marketers. The best starting point is to ask how you want to be communicated to.
Why this matters more in 2022
2022 has been a genuine financial crunch for many South Africans. That changes how people respond to promotions. A tiny discount, dressed up as a Black Friday exclusive, will not land. Savvy shoppers know the brands they trust, and they can tell when a special has been thrown together just to participate in the hype.
This is not an argument against marketing at all. It's an argument for making your email marketing feel like it came from a real business talking to real people. Being authentic and intentional this year carries more weight than chasing short-term relevance with a lukewarm offer.
If you're going to run Black Friday promotions, plan them well in advance, write messaging that is honest about the value on offer, and if you're putting out discounts, make them worth opening the email for.
PS: If you need help getting your Black Friday email messaging right, reach out to us. We'd love to help your business finish 2022 strongly and carry that momentum into 2023.
Blog written by Nastasya Koumaras
Frequently asked questions
- Why do generic Black Friday email discounts underperform?
- Consumers, especially in a tight economy, can tell when a promotion has been put together just to participate in the hype. Small or unconvincing discounts get ignored. Offers that feel genuine and planned in advance are far more likely to drive action.
- What makes a Black Friday email campaign feel authentic?
- Plan your promotions early, write messaging that reflects how your customers actually want to be spoken to, and only promote discounts you would find compelling yourself. Avoid gimmicks that aren't unique to the event.
- Should South African brands skip Black Friday email marketing if they don't have big discounts?
- Not necessarily. The point isn't to avoid marketing, it's to avoid hollow marketing. If your offer is real and your messaging is honest, a smaller discount can still perform well. What doesn't work is pretending a modest saving is something it isn't.