Black Friday Guide 2/3

November: BFCM Launch & Convert

Month Objective: Launch BFCM campaigns to drive as much engagement & conversion as possible

- What are the key campaigns we launch across BFCM weekend?

Checklist for each campaign:

o Clear incentive articulated

o Immediate value provided to the right customer (segmentation key)

o Clear conversational style message (with buttons for easy engagement)

o Campaign. copy ‘on-brand’ e.g., include emojis, artwork etc

o Links provided should be to actual product being mentioned (as button urls)

Type of BFCM Campaigns:

- Sale drop

- VIP Exclusive early access

- Personal shopping experience

- Mystery discount gamified experiences

- Buy now, unlock rewards later

- Layer referral incentives on top of your promotions

- Limited time drop model

- Cause-based campaign

- Track my order

Typical BFCM Schedule we see work best on WhatsApp:

A few days before Black Friday:

Send a message like: “Hey [Name], you’re one of our VIPs. Here’s your exclusive 24-hour early access to our BFCM sale 🖤”

Include a direct product link

Black Friday

Launch the main campaigns, target each segment with a targeted campaign

Saturday

Check-in/simple reminder campaign to those that have not yet converted

Cyber Monday:

Offer a differentiated campaign to Black Friday, highlight the upcoming deadline

Automated triggers that are always on for the BFCM duration:

- Abandoned cart (leveraging learnings from previous month)

- Low stock alerts

Real-Time Monitoring During Launch

As campaigns go out, watch how users interact in the first 1–3 hours after each message. Early data is more valuable than end-of-day aggregates.

Monitor the following:

o Delivery rate: Is Meta delivering the messages? If not, it could be segment health, template issues, or send caps

o Replies or reactions: A quick emoji or "What’s in the bundle?" is a soft conversion signal, track these by message

o Button clicks: Are people actually tapping the CTA? If you have multiple CTAs, identify which position or phrasing performs best

o Drop-off messages: If users stop responding after a certain point in a flow, flag the message that lost them

o Unsubscribes: High opt-outs = something’s off either tone, frequency, or relevance. Audit the message that triggered it