How to create Black Friday campaigns with Shopify and Customer.io 

Black Friday is no longer just a day; it’s an event that defines the retail calendar. With consumers eagerly waiting for deals and businesses preparing for a sales frenzy, the competition is fierce. In fact, according to the State of Messaging report, brands sent 268 million emails from Customer.io on Black Friday in 2023. That's a lot of emails—and a lot of competition for attention.

So, how do you stand out? The answer lies in data-driven messaging. By combining your Shopify data with Customer.io Journeys, you can create hyper-targeted customer experiences. From personalized product recommendations to special offers tailored to their interests, you can make your customers feel like you're anticipating their needs. That's how you drive engagement...and stand out on Black Friday.

Imagine sending targeted follow-up emails or in-app notifications the moment a customer abandons their cart or when an item they're interested in goes on sale. You can do just that by sending your Shopify data to Customer.io.

There are two ways to go about setting up your Shopify integration:

No matter which method you choose, the key is to get your Shopify data into Journeys so you can start creating highly personalized campaigns for Black Friday.

Here are three ideas for using your Shopify data in Customer.io Journeys:

One of the biggest challenges brands face, especially during the rush of Black Friday, is cart abandonment. A timely reminder can make all the difference when a customer adds items to their cart but leaves without completing the purchase.

💡 Pro tip: Toggle between drag-and-drop and code editing

It's one thing to plan a super personalized campaign; it's another to build all the assets needed to get it live. Collaboration across teams is often involved, with marketers, designers, and developers all getting their hands on the campaign. That’s where a combination of drag-and-drop, and code editing within Customer.io Journeys comes into play. Marketers can use the drag-and-drop editor to build messaging across channels, while designers and developers can use the code editor to write HTML.

Recognizing and rewarding your top customers can significantly boost your Black Friday sales. By creating segments in Journeys that leverage real-time data from your store, you can identify frequent buyers and offer them exclusive, limited-time deals.

For instance, consider sending an SMS to VIP customers with a time-sensitive discount on products they've shown interest in or previously purchased. This not only enhances the customer experience but also incentivizes timely purchases. You can also dive deep into individual purchasing behaviors, tailoring your offers to reflect their interests. By making your loyal customers feel valued with exclusive access to promotions, you can drive urgency and engagement during one of the busiest shopping periods of the year.

💡 Pro tip: Test, test, test

Adding in A/B testing within your Black Friday campaigns can help you understand which variables resonate best with your audience. From subject lines to imagery and different messaging channels, you can conduct experiments to improve your campaign performance. Need a few tips before you dive right in? Check out these A/B testing tips and tricks.

💡 Pro tip: Set the right delay

No matter how big or small your business is, your customer data is a powerful tool for creating impactful Black Friday campaigns. By integrating Shopify with Customer.io, you can leverage that data to deliver personalized and relevant messaging to your customers.