With Positive User, the multi-channel marketing automation platform that generates a ready-to-use end-of-year plan in just a few minutes.
Every fall, it’s the same scenario. Black Friday, set this year for November 27, opens a sequence of more than a month which connects Cyber Monday, the Christmas period and the winter sales. For marketing teams, this is the most profitable time of the year. It’s also the most chaotic: dozens of emails, SMS, WhatsApp messages, pop-ups and automation scenarios to design, validate and program, often via tools that don’t talk to each other, all with management that expects results.
The difference between a successful end of the year and a controlled end of the year is rarely played out in November. It is being played out now, in the quality of the plan prepared in advance.
Q4 magnifies all the organization’s flaws
A poorly segmented base, channels managed separately, a calendar built over time: in March, no one notices. In November, it’s expensive.
The symptoms are, however, easily identifiable. The same customers receive three messages on the same day on three different channels. Abandoned cart reminders go out when the promotion has already ended. Top customers receive the same offer as prospects. And the team spends its days producing instead of driving.
This chaos affects all structures. The small SME lacks time and resources. The large e-retailer lacks coordination between its teams, its tools and its dozens of simultaneous campaigns.
Start with the calendar
Before thinking about channels, you need to list the dates that really matter for your business: Black Friday, Cyber Monday, last guaranteed delivery date before Christmas, start of sales. For each, we then construct a sequence with an announcement, the launch, a reminder and a final reminder.
Each highlight thus becomes a journey in its own right. We know who it is aimed at and what we expect from it, and the messages sent on the different channels complement each other instead of repeating themselves.
Segment before sending
At the end of the year, sending the same campaign to the entire base is tempting. Yet this is what increases unsubscribes and damages deliverability at the worst time.
However, thanks to a few segments, it is possible to remedy this simply. Loyal customers can enjoy early access to deals. Inactive people need a dedicated offer to come back. New registrants are waiting for a first good reason to buy. As for abandoned carts, you must relaunch them while the promotion is still active. Each segment will have its own rhythm, and sometimes its own channel.
Orchestrate channels rather than stack them
Email remains the mainstay of end-of-year campaigns, but it is no longer enough. SMS and WhatsApp capture attention for limited-time offers, pop-ups convert site traffic, push notifications and wallet bring customers back at the right time.
The challenge is not to use all the channels, but to coordinate them: deciding who receives what, on which channel, and in what order. A customer who opened the email does not need the SMS. A customer who has purchased must immediately exit the promotional sequence. This is where automation makes the difference, provided that the scenarios are thought out in advance.
Automate what can be automated, to control the rest
The scenarios that generate the most revenue over the period are always the same: abandoned cart relaunch, welcome sequence, reactivation of inactives, post-purchase follow-up, last chance reminder. Once configured, they run on their own and the team can devote itself to analyzing the results, adjusting the offer and creating.
An end-of-year plan generated in a single prompt, from your site
To save time on this step, Positive User has launched a free AI-based tool. You indicate the address of your site, the targeted highlight, your objectives and your constraints. The tool analyzes your site to understand your activity, then offers you a multi-channel marketing plan in just a few minutes.
The plan includes the segments to target, the automation scenarios to implement, ideas for emails and messages by channel (email, SMS, WhatsApp, push, pop-ups, wallet) and a dated timeline to share with your team. No prior expertise is necessary: the plan serves as a working basis, it is obviously adjustable according to the realities of your brand.
Generate my Q4 plan for free >
Up to you
There are a few weeks left until Black Friday. This is enough to lay out a clear and dated plan, provided you get started on it now. The brands that make the most of the period will not be those that send the most messages, but those that have prepared the right ones, for the right people, at the right time.
Positive User already supports brands like Somfy, LG or Bricomarché in their multichannel marketing automation.
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Plan generated by artificial intelligence: recommendations must be validated before any implementation.
