Email Marketing

Loyalty, intelligence and timing drove results

Working across our clients’ email and CRM activity during BFCM, we saw clear differences in performance depending on how tailored, timely and behaviour-led the campaigns were. While industry reports echo similar themes, the following trends are based on our own results and the patterns we observed across multiple sectors.

Personalisation delivered stronger engagement

Emails that used richer data - such as previous purchases, category interest and browsing patterns - consistently outperformed broader list-wide sends. Customers responded to messages that reflected what they were actively exploring, whether that was a favourite product line, a replenishment cycle or a specific category they’d browsed earlier in the week.

Industry discussions, including Klaviyo’s BFCM analysis, point towards a wider shift in consumer expectations towards personalised experiences. Our own data echoed this: the more a message aligned with an individual’s behaviour, the higher the conversion rate.

Behaviour-led triggers outperformed static campaigns

Across almost every client, automated flows such as browse abandonment, price-drop alerts, replenishment reminders and VIP early-release emails generated higher revenue per send than standard promotional campaigns.

During such a competitive period, behaviour-led automation helped cut through the noise. Customers acted when the message felt connected to something they had already shown intent towards.

Email anchored multi-channel journeys

Although customers interacted with many touchpoints - from paid search to social ads to onsite messaging - email remained a core conversion channel. When audiences received consistent messaging across email and paid media, the uplift was clear: more efficient acquisition, higher conversion rates and smoother customer journeys.

Paid Media

Intent grew, spending rose and BNPL shaped behaviour

The paid media results across our client accounts showed that interest not only increased, but also started earlier and developed into higher-value purchasing behaviour.

Impressions increased by 25%

More people were searching, browsing and clicking earlier in the month, leading to a 25% rise in impressions across paid activity. This wider top-of-funnel behaviour suggests that customers are planning and comparing earlier rather than waiting for the weekend itself.

Customers spent more, with AOV up by 30%

Average order value rose by around 30%, pointing towards bigger baskets or more premium purchases. This played out strongly for brands promoting bundles, upgrades or gifting ranges.

BNPL continued to influence purchase decisions

Buy Now Pay Later (BNPL) usage grew sharply across e-commerce generally, with some data sources reporting increases of up to 60% year-on-year. Although not specific to I-COM clients, this shift matches what we observed in conversion paths: customers were far more likely to commit to higher-value purchases when flexible payment options were visible at checkout or referenced in ads and emails.

Search behaviour surged before the main event

Searches for Black Friday terms increased by around 40% in the week leading up to the BFCM weekend. This early spike in intent mirrored email engagement, reinforcing the idea that customers now begin their decision-making phase much earlier than they finalise purchases.

What This Means for Marketers

Bringing together the patterns we saw across both email and paid media, several clear lessons emerged that will shape how brands plan for peak trading periods going forward.

Personalisation drives performance

Across the board, campaigns tailored to an individual’s interests and behaviours converted better. Relevance had a measurable impact on clicks, engagement and revenue.

Email strengthens the paid media funnel

Paid activity generated more conversions when audiences were warmed through email in advance. Combined strategies – rather than channel silos – delivered the most consistent returns.

Flexible payment options influence higher-value sales

With more customers using BNPL platforms, brands that highlight flexible payment options early in the journey benefit from increased AOV and stronger conversion rates.

Early intent can’t be ignored

The rise in impressions and search activity before the BFCM weekend confirmed that customers are researching well ahead of the big day. Campaigns that are launched too late miss the awareness phase entirely.

Retention and loyalty strategies add real value

Returning customers responded strongly to personalised VIP offers, tailored recommendations and early access emails. Retention-focused messaging continued to deliver consistently across all client sectors.

Final Thoughts

This year’s BFCM results showed a maturing customer base: people are researching earlier, spending more thoughtfully and responding best to experiences that feel personal and joined-up. Brands that used their data intelligently - across email, CRM and paid media - saw the strongest results.

If you’d like support preparing for your next peak trading period with smarter email journeys, unified audiences or paid media strategies that link into your CRM activity, our team at I-COM can help you build a more effective approach.

For more information, check our dedicated pages on our approach to Email Marketing and Paid Search.

Want tailored advice? Contact us for a free consultation on 0161 402 3170, or fill out our online form.