Outside of Christmas, Black Friday is one of the biggest shopping events of the year. Getting it right can be a game-changer for brands.
For marketing teams and agencies, however, these events can come with added pressure. It can be challenging to ensure your message and content are always relevant to each customer. This is especially true today, as marketing budgets shrink and teams need to be more agile across expanding channels.
Simply put, resources and time are limited, but you still have to perform – and outperform your closest competitors.
When OpenAI launched ChatGPT in November 2022, generative AI had its moment. Everyone could see the potential of this technology. But few people realized that many companies were already working on perfecting other AI solutions, to make brands’ lives easier and more efficient. Keyboard was one of those companies.
Its suite of AI solutions has helped brands around the world become more agile and respond to customers at the right time, with the right message via SMS and email – ideal for Black Friday and beyond. However, according to Recent Klaviyo searchWhile 56% of marketers and agencies are already using generative AI, not enough are leveraging it to its full potential. That’s where you can gain an advantage.
Segment your path to success
Creating truly valuable customer segments can be difficult. Some marketing gurus oppose the idea of niche microtargeting based on demographic factors.
Klaviyo’s AI Segments tool, however, is different in a big way. Using simple text messages, marketers and agencies can create cross-channel profiles. This makes it easier to reach customers with messages that matter to them. For example, AI Segments can help you create bulk segments to target customers who haven’t purchased your latest offers.
Australian fashion brand MESHKI had used a relatively “batch and bulk” SMS strategy that saw customers bombarded with irrelevant messages, increasing unsubscribe rates while decreasing conversions, a deadly combination against growth.
By integrating SMS into Klaviyo, they were able to create multi-channel customer profiles. These new profiles provided a holistic view of each customer’s interests, purchase history, and behaviors across email and SMS, allowing the team to tailor messages for maximum relevance.
Liz Hayes, CRM specialist at MESHKI, said the company increased revenue from email campaigns by over 160% after adopting Klaviyo. In fact, its most successful campaign of the year was its Black Friday sale, which she said saw incredible growth.
MESHKI’s strategy was to meet customers on the channels they preferred, rather than taking a catch-all approach of messaging everyone, everywhere. They only sent SMS to subscribers who were engaged via SMS. Additionally, they reserved the channel for high-value moments to gain maximum traction. When Black Friday rolled around, MESHKI’s marketing team sent early access codes to their sales via SMS. Paired with Klaviyo AI’s dynamic product feeds, they also provided customers with hand-curated product recommendations without having to manually create campaigns.
At a time of year when every brand is bombarding its customers with messages, knowing how to stand out from the noise is essential to success.
Spectacular performance thanks to extensive customization
Working smarter with improved customer segmentation and personalized product recommendations is one thing. But producing copy at scale is a whole other challenge — just ask your local copywriter.
During critical shopping periods like Black Friday, ensuring your communications are personal and personalized can give you a competitive advantage over competitors who rely on forgettable prose. Brisbane-born shoe brand FRANKIE4for example, used Klaviyo’s artificial intelligence tools. They used this technology to create engaging texts, making customers feel special and rewarding them for their loyalty.
“Consolidating our email and SMS marketing into Klaviyo has been a game-changer, not only in terms of conversion and increased revenue, but has also streamlined our workflow and improved our ability to make data-driven decisions to personalize our customer touchpoints,” said Rebecca Sheppard, the brand’s CRM lead.
With Klaviyo, FRANKIE4 transformed their SMS channel into a VIP communication platform. They launched personalized and timely campaigns offering early access to sales and sneak peeks of new products. Additionally, with Klaviyo as an omnichannel solution and its AI tools that can analyze quantities of customer signals into actionable insights, FRANKIE4 gained real-time visibility into campaign performance and adjusted personalized content on the fly to ensure the best results.
FRANKIE4 has been able to ensure that customer relationships are nurtured by delivering personalized content. By making customers feel part of an engaged community, FRANKIE4 has seen impressive results. To date, FRANKIE4 has seen:
- 51% growth in SMS campaign revenue
- 45% increase in SMS campaign conversion rate
- 59% decrease in SMS campaign unsubscribe rate
Improve your Black Friday
Integration Klaviyo AI in your workflows can give you the edge over your competitors this Black Friday.
This will improve your segmentation, produce more accurate copy, and make your SMS and email marketing channels sing.
To learn how Klaviyo AI can help you create an unforgettable Black Friday, Join Klaviyo Product Experts for a Live Demo on September 26thThey will introduce you to the latest AI features, followed by a Q&A session for all your burning questions.
