{"id":30766,"date":"2025-10-30T09:34:53","date_gmt":"2025-10-30T08:34:53","guid":{"rendered":"https:\/\/www.digitalresponse.es\/?p=30766"},"modified":"2025-10-30T10:12:56","modified_gmt":"2025-10-30T09:12:56","slug":"black-friday-y-navidad-como-preparar-tus-automatizaciones","status":"publish","type":"post","link":"https:\/\/www.digitalresponse.es\/en\/black-friday-y-navidad-como-preparar-tus-automatizaciones\/","title":{"rendered":"Black Friday and Christmas: how to prepare your automations"},"content":{"rendered":"
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Black Friday and Christmas are the two most anticipated dates in the calendar for marketing teams. A significant proportion of annual sales are concentrated in just a few weeks, and competition for the user's attention is fierce.<\/span><\/p>

However, many brands are still preparing their campaigns with only a few days' lead time, limiting their ability to segment, automate and personalise messages.<\/span><\/p>

The key to standing out is <\/span>plan ahead<\/b> and build a <\/span>end-to-end automation strategy<\/b> that accompanies the user from the expectation phase to post-purchase loyalty.<\/span><\/p>

In this post we tell you how to plan, optimise and automate your Black Friday and Christmas campaigns in advance to maximise results.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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1. Start with a strategic calendar<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Planning is the cornerstone of a good campaign. Between August and September, the most advanced brands are already defining:<\/span><\/p>

  • Objectives and KPIs<\/b>What do you want to achieve (sales, traffic, leads, reactivation...)?<\/span>
    <\/span><\/li>
  • Hearings<\/b>segment based on previous year's behaviour (active buyers, abandoned carts, inactive subscribers, etc.).<\/span><\/li>
  • Shipping schedule<\/b>The teaser phase, the launch and the after-sales phase are defined.<\/span><\/span><\/li><\/ul>

    Council<\/span><\/span>:<\/span><\/i> Review the performance of your campaigns from the previous year and identify the segments that converted the most. You can then adjust your strategy and improve your automated flows.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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    2. Review your key automations<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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    Before you think about messages, make sure that your <\/span>automation ecosystem<\/b> is ready. The most important flows for this time include:<\/span><\/p>\n

      \n
    • Sales-optimised welcome:<\/b> converts new registrations with a clear incentive or a countdown to Black Friday.<\/span>
      <\/span><\/li>\n
    • Abandoned trolleys:<\/b> adapts triggers to seasonal behaviour (e.g. more frequency during offers).<\/span>
      <\/span><\/li>\n
    • Product recommendations:<\/b> updates the dynamic rules according to the current catalogue or inventory.<\/span><\/li>\n
    • Reactivation of dormant subscribers:<\/b> clean up your database and launch warming campaigns before peak mailings.<\/span><\/li>\n<\/ul>\n

      Example<\/span><\/span>:<\/span><\/i> On platforms such as <\/span>Klaviyo or Salesforce Marketing Cloud<\/b>You can create seasonal versions of your automations by duplicating the flows and adapting their logic and content.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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      3. Prepare the pre-campaign phase<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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      The success of Black Friday does not start on Friday. The <\/span>teaser phase<\/b> is crucial to attract attention and increase the number of active contacts prior to offers.<\/span><\/p>

      Recommended actions:<\/span><\/p>

      • Recruitment campaigns:<\/b> use pop-ups or forms with incentives such as \"Early access to Black Friday\".<\/span>
        <\/span><\/li>
      • Emails of expectation:<\/b> create a series that arouses curiosity (\"What's coming this Black Friday will surprise you\").<\/span>
        <\/span><\/li>
      • A\/B testing:<\/b> test issues, CTAs and creative before the big day.<\/span><\/li>
      • Priority automations:<\/b> allows your subscribers to sign up to receive offers before anyone else.<\/span><\/span><\/li><\/ul>

        Council<\/span><\/span>:<\/span><\/i> synchronise this phase with your paid campaigns (Meta, Google, etc.) to maintain message consistency.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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        4. Define your flows during Black Friday and the Christmas campaign.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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        During the main period (end of November to December), the key is in the <\/span>automated orchestration<\/b> and the <\/span>real-time adaptation<\/b>.<\/span><\/p>

        Essential flows:<\/span><\/p>

        • Launch:<\/b> initial email with clear CTA and featured offers.<\/span>
          <\/span><\/li>
        • Dynamic reminders:<\/b> automations based on users who have not opened or clicked.<\/span>
          <\/span><\/li>
        • Trolleys and abandoned views:<\/b> maximum relevance in the personalisation of products.<\/span>
          <\/span><\/li>
        • Urgency:<\/b> dynamic countdown or banners with limited stock.<\/span><\/li>
        • Upselling and cross-selling:<\/b> after purchase, automatic recommendations with complementary products.<\/span><\/span><\/li><\/ul>

          Example<\/span><\/span>:<\/span><\/i> P<\/span>ou can automate the frequency according to user interaction (if they open and buy, they receive fewer emails; if they don't interact, the frequency increases).<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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          5. Don't forget post-Black Friday<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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          Once the sales peak has passed, an equally important phase begins: <\/span>loyalty and retention<\/b>.<\/span><\/p>

          Key actions:<\/span><\/p>

          • Thank you and appreciation email:<\/b> strengthens the link and collects feedback.<\/span>
            <\/span><\/li>
          • Recommendation automations:<\/b> complementary products or Christmas gift ideas.<\/span>
            <\/span><\/li>
          • Loyalty campaigns:<\/b> offers exclusive benefits for new buyers (points club, VIP discounts, etc.).<\/span>
            <\/span><\/li>
          • Data analysis:<\/b> review the flows that worked best in order to replicate them next year.<\/span>
            <\/span><\/li><\/ul>

            Council<\/span><\/span>:<\/span><\/i> many users discover the brand during Black Friday. Keep their attention with a well-designed post-purchase sequence.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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            6. Analyse and optimise<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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            Once the campaign is closed, take time to review:<\/span><\/p>

            • Performance by segment and device.<\/span>
              <\/span><\/li>
            • Open and click-through rates in automated vs. mass mailings.<\/span><\/li>
            • Impact on recurrence and average order value.<\/span>
              <\/span><\/li>
            • Results of the A\/B tests carried out.<\/span>
              <\/span><\/li><\/ul>

              Early analysis will allow you to <\/span>optimise your automations<\/b> and go into the next season with a solid foundation.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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              In short, to<\/span>nticipating the strategy, preparing the automations and analysing in detail the performance of your flows are essential steps in order to <\/span>maximising ROI and improving customer experience<\/b>.<\/span><\/p>

              As we have said in the past, in 2026, the brands that will succeed will be those that combine <\/span>data, technology and personalisation<\/b> to deliver campaigns that are as relevant as they are timely.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"

              Black Friday y Navidad son las dos fechas m\u00e1s esperadas del calendario para los equipos de marketing. En apenas unas semanas se concentra una parte significativa de las ventas anuales, y la competencia por captar la atenci\u00f3n del usuario es m\u00e1xima. Sin embargo, muchas marcas siguen preparando sus campa\u00f1as con apenas unos d\u00edas de margen, […]<\/p>\n","protected":false},"author":10,"featured_media":30778,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[37],"tags":[],"post_folder":[],"class_list":["post-30766","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"acf":[],"yoast_head":"\nBlack Friday y Navidad: c\u00f3mo preparar tus automatizaciones - Digital Response<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.digitalresponse.es\/en\/black-friday-y-navidad-como-preparar-tus-automatizaciones\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Black Friday y Navidad: c\u00f3mo preparar tus automatizaciones - Digital Response\" \/>\n<meta property=\"og:description\" content=\"Black Friday y Navidad son las dos fechas m\u00e1s esperadas del calendario para los equipos de marketing. En apenas unas semanas se concentra una parte significativa de las ventas anuales, y la competencia por captar la atenci\u00f3n del usuario es m\u00e1xima. 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