Are you running a Black Friday campaign this year? Welcome to the party! 

In 2022, $9.12 worth of goods and services were sold on Black Friday. 

In 2023, Black Friday sales are expected to cross the $9.8 billion threshold. 

Yes, it looks like there is a bigger pie to share. However, this year’s Black Friday may be a bit more complex than usual.

Why it Might Be Harder to Sell A LOT on Black Friday 2023

In eCommerce, but also in other fields, Black Friday is THE event of the year. Some companies sell more during this one day than they do in a regular quarter.

However, this year is a bit different:

• The economy is…shaky. No government official is uttering the most dreaded word, “recession,” but the signs are there.
• The post-pandemic slump is real. 
• Even though inflation has stopped climbing so rapidly in most Western countries, the population still feels its effects. In fact, the growth from $9.12 billion to $9.8 billion may be entirely due to inflation.
• Buyers are more careful with how they spend their money. This means fewer impulse purchases and more buying what they really need.

I’m not here to bring doom and gloom to your feed. There are opportunities everywhere, and this seemingly slower Black Friday makes no exception. 

Let’s look at how you can turn these dire statistics into a successful sales event.

3 Ways to Leverage Your Salesforce Integration to Drive More Sales on Black Friday

Getting a ton of sales on Black Friday is very cool, but do you know what’s cooler? Getting a ton of sales consistently, throughout the year. 

If you use Salesforce and integrate it with a marketing automation platform like Mailchimp or Constant Contact, you are perfectly positioned to use Black Friday to set yourself up for year-long success. Here’s how:

1. Close the Deals that Have Been Pending for Months

You know them — the leads that have been on the fence forever. You probably have a specific tag assigned to them in Salesforce so that you can re-target them occasionally with an email campaign or with a phone call.

With integration, you can do that automatically and make the sale without involving too much of your staff. It’s a simple flow, too:

• Import that category from Salesforce to Mailchimp, Constant Contact, Klaviyo, or your preferred email marketing platform. With SyncApps, you will have all the details you need automatically shipped between platforms. 
• Don’t send them your usual Black Friday campaign. Instead, send them a hyper-targeted email: “Hey {{first_name}}, I know you’ve been looking at [Product Name] for a while. I wanted to reach out and let you know this is your chance to grab it with an exclusive X% discount. Hurry up, the promotion ends tomorrow”.

That’s it! That’s the entire flow.

If you’re feeling extra generous, you can offer them an additional discount. But if they were already considering your product, your regular Black Friday discounts should seal the deal.

It’s all in the integration, really: use it to hyper-personalize your messages to them without lifting a finger. 

Never tried this before? It’s free to test it out, and you’ve still got some time before Black Friday. 

Start here!

2. Turn Bargain Hunters into Loyal Buyers

You know these people too: Black Friday is an extreme sport for them. They take the day off so they can find better deals.

They can be split into two categories:

• People who know exactly what they are looking for. For instance, they need a new laptop or a new phone, and they’ve been waiting for Black Friday discounts to get them.
• People who shop on impulse (fewer this year, but still there): they’re not looking for anything in particular, but if a deal is too good to pass up, they’ll take it.

In most cases, you won’t see these people shopping with you again until next year. Perhaps not even then if a competitor of yours has better offers.

Bring them back with integration.

• Create a new tag for Black Friday buyers in Salesforce
• Sync it to your marketing automation platform
• Target those users with relevant campaigns: either products complementary to what they bought on Black Friday or your next discount campaign (remember, they are bargain hunters!)
• For bonus points, add them to your loyalty program: offer them loyalty points that they can turn into cash at their next order, and keep reminding them of the “cash” they have saved with you.

3. Build True Omnichannel Experiences

During peak shopping season, all your channels are under a stress test. You get more users, more lurkers, and, ideally, more buyers.

They all expect a seamless transition between all these channels, whether they are social media platforms or your own website. They want to shop FAST and with zero hiccups.

Whether or not you sell products directly on an eCommerce platform, people are still looking for Black Friday deals on your website.

An integration like Salesforce and Constant Contact or Salesforce and Mailchimp allows you to provide those seamless buyer journeys your customers are looking for this shopping season. 

With the proper tags, segmentation, and attribution, you can target them with hyper-personalized messages on the platform of their choice. This is not the season to waste their time.

Go for the bull’s eye with relevant messaging designed to sell and to offer them a rewarding shopping experience. 

Ready to make Black Friday more profitable? Start here and automate your sales with integration! 

---

---