Black Friday and Cyber Monday are crowded with discounts, promotions, and endless noise. Consumers are hit with hundreds of offers across email, SMS, and social media. Most of them look and sound the same. What cuts through? Personalization.
Data shows that personalized campaigns can lift conversions by as much as 20%. During BFCM, when consumers are in buying mode but overwhelmed with choices, personalization isn’t just an advantage—it’s the difference between being ignored and making the sale.
Triggered campaigns like cart recovery and browse abandonment prove the point. In November 2024, automated emails accounted for just 3% of total sends but generated 30% of email orders. That efficiency comes from relevance—showing shoppers the products they already expressed interest in, at the exact right time.
The takeaway: personalization consistently delivers better results than generic messaging.
Not all personalization is created equal. Shoppers don’t care if you put their first name in a subject line. They care about offers, recommendations, and timing that reflect their actual behavior.
Dynamic product recommendations based on browsing history are particularly powerful. Geo-targeted offers—like free shipping thresholds tailored by country—build trust and relevance. And triggered journeys that respond instantly to customer actions make your campaigns feel human, not robotic.
One Australian retailer used location-based personalization during BFCM 2024 to promote same-day delivery in Sydney and Melbourne. Conversion rates were 25% higher in those cities compared to their national average.
The takeaway: personalization that’s meaningful—based on behavior, context, and location—wins attention.
Consumers don’t respond to personalization the same way everywhere. In Europe, stricter data privacy laws shape how retailers can collect and use customer information. Shoppers there expect personalization, but it must respect consent and transparency.
In Australia, shoppers respond strongly to tailored offers and delivery perks. SMS campaigns that highlight local availability perform particularly well. In the United States, customers expect constant product recommendations across email, SMS, and site experiences—and they’re quick to switch brands if those recommendations aren’t relevant.
The takeaway: personalization must be localized. A one-size-fits-all approach can backfire.
With 57% of Cyber Monday spending coming from mobile in 2024, personalization has to be designed for small screens. Short subject lines, bold calls to action, and fast-loading product images make campaigns easier to engage with.
One European electronics retailer redesigned its BFCM email flows for mobile, highlighting two personalized product recommendations instead of six. The simpler design led to a 22% increase in mobile click-throughs.
The takeaway: personalization only works if the experience is seamless on the device consumers use most—mobile.
Maropost gives mid-market retailers the ability to personalize campaigns as effectively as enterprise giants:
Advanced segmentation makes it easy to group customers by behavior, location, and preferences.
Dynamic content ensures every shopper sees the most relevant products, prices, and offers.
Automated journeys trigger emails and SMS in real time, based on browsing, cart, or purchase actions.
Mobile-optimized templates deliver personalization that looks sharp and loads fast.
Unified data across ecommerce, POS, and marketing ensures that personalization reflects true inventory and customer history.
With Maropost, personalization doesn’t just lift conversions—it builds stronger relationships with customers who come back long after BFCM.