Redegal, Google Partner Premier agency 2025
Every year, as Black Friday (or rather, Black Month) approaches, all eCommerce businesses face the same challenge: overflowing inboxes, endless discounts, and thousands of brands competing for attention on price alone.
The problem? In this scenario, standing out just by lowering prices is almost impossible. What really makes the difference is reaching out with the right message, at the right time, and in a personalised way. Therefore, we encourage you to create personalised Black Friday deals.
At Redegal, we’re clear: personalisation and the ability to act in real time are key, even today! That’s why our Marketing Automation team works hand in hand with the rest of the digital marketing departments to deliver a truly 360-degree strategy that drives real sales impact.
We want to share with you how we approached the Black Friday 2025 sales strategy with real-life examples of what we do, using tools like Connectif , that have yielded fantastic results.
We divide the strategy into three phases: what we do before, during, and after Black Friday.
1. Pre Black Friday: prepare the ground
Before the big day arrives, we focus on three key aspects: targeted landing pages , lead capture, and database preparation.
Custom landing pages
Olvídate de landings genéricas: la clave está en adaptarlas al usuario. Por ello, en Forget generic landing pages: the key is to tailor them to the user. Therefore, during this pre-Black Friday period, we prepared the landing page that will be available during Black Friday in advance:
- Example 1: Every day, a new discount on a different brand. This way, we get the user to come back every day to discover the offer.
- Example 2: Show all discounts upfront, but highlight the brands most relevant to each user based on their previous purchases.
Additionally, we collaborate closely with the SEO team to ensure maximum visibility.
Smart capture
Pre-Black Friday 2025 is the perfect time to capture leads. Beyond traditional forms or top bars, we’re focusing on different dynamics:
- Allow users to preview which brands or categories will be on sale on the landing page during the pre-Black Friday period, and let them subscribe to alerts to be notified when their chosen items go on sale.
- Messages on product listings like: “This product might be on sale during Black Friday. Subscribe and we’ll let you know! ”
Prepared databases
Equally important as capturing new customers is segmenting the existing base. We work with models like RFM to identify:
- Regular customers on Black Friday.
- New users.
- Dormant clients that we can reactivate.
This way, we reach the big day with a solid foundation in place to fully leverage personalised Black Friday deals.
Extra : These segmentations can also feed into paid media campaigns , from lookalike audiences to reactivation strategies.
2. Black Friday: the big moment
When the big day arrives, the possibilities for Black Friday deals are endless. Here are some of the best ways we’ve worked with our Black Friday strategy :
- VIP Customers : Early access to exclusive discounts and coupons.
- Gamification on the web (roulette wheels, game dynamics): to increase engagement.
- Urgent messages on the product sheet: “Low number of units left!” or “You save XX€” .
- Visit recovery : Notifications to users who viewed a product but did not purchase when it goes on sale.
- Cross-selling in shopping cart to increase the average ticket.
- Complete customisation of welcome messages, abandoned carts, and post-purchase communications.
- Chained incentives , such as unlocking Christmas discounts based on Black Friday spending.
3. Post Black Friday: build loyalty and continuity
Black Friday doesn’t end when the discounts end. This is where the most strategic phase begins: attracting new buyers and continuing sales with personalised Black Friday deals.
Together with the other departments, we analysed who purchased for the first time, who only subscribed, and who returned after being inactive. We designed a customised journey for each group to integrate into holiday campaigns and the long-term strategy.
Some actions that work very well:
- A second chance for those who abandoned their cart on Black Friday, with exclusive incentives.
- Cumulative coupons that connect Black Friday with Christmas.
- Recommendations for products similar to purchases made.
- Active recruitment all year round to anticipate the next campaign.
Use your tools to create personalised Black Friday deals
In an environment as saturated as Black Friday, the winner isn’t the one who offers the most discounts, but rather the one who knows how to connect with the user in a personalised, real-time way.
The key is to see this campaign not as a single day, but as a continuous cycle that starts before Black Friday, peaks during it, and extends afterward.
At Redegal, we’ve proven it. With the right Marketing Automation strategy , Black Friday isn’t just a sales campaign, but an opportunity to attract, convert, and retain customers for the long term. Shall we talk?
