Black Friday Cyber Monday (BFCM) is upon us—and, with it, a torrent of brand emails, push, and in-app messages battling for the attention of offer-hungry customers. With marketing efforts starting earlier than ever, it’s both a marathon and a sprint. But, if the goal of CRM is to connect with audiences in a meaningful way, how can brands cut through the noise and really make a splash? For those of us passionate about CRM this season isn’t just about showcasing great deals—it’s about admiring how brands connect with their audience.

Read on to explore some examples of how brands are nailing their CRM strategy this year, with activity ranging from buzz-generating teaser campaigns to targeted, personalised offers and exclusive invitations. (And borrow their tactics to maximise your own Black Friday sales.)

CRM tactics to lead you to BFCM success

1) Personalise email campaigns to help customers feel seen and understood

Brand: Beauty Bay

Using customer data to make your audience base feel seen, and therefore special, can go a long way amidst the clutter of BFCM brand communications. Segment your audience based on purchase history, preferences, or demographics, send targeted emails with exclusive deals and promotions tailored to their specific interests, and voila!—you’ll reduce buying friction and increase the likelihood of them adding your product or service to their basket.

Beauty Bay does a great job of utilising purchase data to personalise email content to highlight brand discounts that interest the email recipient while also showcasing promotions on related products—the cherry on top of this tasty BFCM cake.

2) Drive app downloads with an exclusive preview offer

Brand: Manière De Voir

While a powerful opportunity for new customer acquisition, BFCM is also an opportunity to reward and retain your existing ones. By tracking loyalty and purchase behaviour, you can identify your most loyal customers and tailor special offers just for them. This creates a sense of exclusivity and fosters long-term relationships with your brand.

Manière De Voir sent this simple, cleanly designed email to its most loyal customers weeks ahead of their BFCM offer going live, offering the chance to shop the sale early, exclusively via the Manière De Voir Mobile App. This promise of exclusivity, alongside the ability to create a wishlist in advance, urges customers towards a speedier checkout.

3) Use popular search terms to drive excitement and engagement

Brand: Cult Beauty

Stay ahead of the game by identifying relevant keywords that your target audience is likely to use during Black Friday, using tools like Google Keyword Planner or SEM Rush in combination with your own ecommerce behaviour. Then, centre CRM tactics around those terms to amplify the impact of your campaigns.

Another brand utilising the app download promise for early sale access is Cult Beauty who lead with bestselling, big-name brand offers to draw the attention of savvy shoppers. Bonus points for their upselling efforts, showcasing popular product bundles to increase basket value.

4) Make BFCM work with your brand identity

Brand: Rituals

Let’s not kid ourselves; BFCM is a commercially driven event. But when your brand philosophy shines through, BFCM can feel much more authentic and appealing to today’s mindful shoppers. Take Rituals, who centred their campaign around ‘Green Friday’ and focused offers on sustainable initiatives such as refills—with powerful storytelling around the brand’s commitment to partnering with the Indigenous Arhuaco community in Colombia to reforest and protect their ancestral land.

And there we have it for another year. Which tactics will you utilise for your next Black Friday Cyber Monday campaign?

With peak holiday season in full flow, there’s never been a better time to get your 2025 campaigns in focus. Whether you’re already brimming with creative concepts or need a little strategic support, we’re here for you. Get in touch today to discuss how we can help take your CRM to the next level.