Besides the natural increase of volume in shopping until Christmas, some specific dates concentrate a greater amount of movement for shopping, especially ecommerce. The main one is Black Friday. This important retail date is gaining importance in Brazil, so we decided to explore this date and provide you with some tips to include email marketing in the marketing mix and improve your sales potential.
Black Friday in Brazil
The date Black Friday is a day originally celebrated in the US on Friday, the day after Thanksgiving, with great discounts. The date started to be used in Brazil mainly by large Ecommerce companies, but created a bit of distrust – being called, sometimes of “Black Cheating” (Black Fraude, in Portuguese) by presenting false discounts.
Organizations like the Brazilian Chamber of Electronic Commerce created the seal Black Friday Legal to companies who register on the site and agree with the code of honor of the organization. Furthermore, price comparison sites and search for discounts will monitor the major stores to ensure that abuses do not take place.
Considering Black Friday itself lasts just 24 hours, the most common strategy is to use timely messages surrounding the promotions and offers. Since when it comes closer to the actual date your messages should increase significantly in volume, it is even more important to differentiate yourself.
Some brands choose to start reminding recipients about the date before sending messages. According to the Chamber e-net, the motto on Black Friday Brazil for customers is to research the prices of the chosen items, so it may be worth to start sending your messages in advance. This way your offers are already considered by recipients.
As with all email marketing campaigns, avoid sending to contacts who have declined to receive their messages and have never had any contact with your brand. Sending without permission is never a good idea.