The Problem:
Everyone's Looking for Something Casual
Picture this: It's Black Friday morning. Your inbox is flooded with desperate messages that all sound the same:
"50% OFF EVERYTHING! FINAL HOURS! BUY NOW!"
Sound familiar? It's the marketing equivalent of "something casual" on a dating profile. Brands everywhere are basically sliding into DMs with:
"Hey gorgeous, want a discount? No strings attached, just a quick transaction and we'll never speak again."
The Reality Check: This approach attracts bargain hunters who'll ghost you the moment someone offers a better deal. Not in building something meaningful together.
Phase 1: The Matching PhasE
(8-12 Weeks Out)
(8-12 Weeks Out)
"Building your dating profile and finding your tribe"
Just like creating an irresistible dating profile, this phase is about presenting your best self and attracting the right kind of attention.
1
Profile OptimiSation
- Bio (Brand Story): What makes you different? What are your values?
- Photos (Content): Show your personality, not just your products
- Interests (Audience): Be specific about who you're looking for
2
The Matching Strategy
- Meet at a Party (Influencer & Partnerships): Hang out where your audience hangs out
- Get a Friend to Introduce You (Customer Referrals): Your best customers become your wing people
- Don't be shy get their details (email & SMS capture): Make it easy for them to share their information. Pop ups, lead gen ads. Test your pick up lines and AB test!
Success Metrics
- Quality of sign-ups over quantity
- Profile engagements
- Content engagements
Our Success Story: We increased one client's "match rate" and email capture by 723% by speaking to the right audience with the right message at the right time.
Phase 2: The Messaging Phase
(4-8 Weeks Out)
(4-8 Weeks Out)
"From match to meaningful conversation"
You've matched - now what? This is where most brands blow it. They immediately ask for the sale (equivalent to asking someone to move in on the first message).
The Conversation Starters
- Welcome eDM Series: Your first few messages set the tone. And the stats don’t lie - welcome emails create 33% more brand engagement long-term.
- Value-First Content: Share stories, not sales pitches, address their pain points.
Building Trust and Interest
- Consistent communication without being needy
- Avoid promo fatigue: Don't make every conversation about buying. Your dates will get boring pretty quickly.
- Segment by Interest: Different conversations for different people.
- Time your messages right: When are they most responsive? You’ll want to know if they’re a morning or night person before the big day.
Your conversation flow CHECKLIST
- Welcome Series:
"Nice to meet you, let me introduce myself"
- Browse Abandonment
"Saw you checking me out, want to know more?"
- Abandoned Cart
"Still thinking about it? Do you have questions? Let's talk"
- Post Purchase
"Thanks for trusting me, here's what comes next"
- Win Back
"I miss you, let's reconnect"
Our Success Story: We achieve 57% open rates (vs. 42.7% industry average) by treating emails like conversations, not broadcasts.
Phase 3: The Commitment Phase
(Black Friday Week)
(Black Friday Week)
"From attention to intention"
By now, you've built trust, demonstrated value, and created genuine connection. Black Friday becomes less about desperation and more about celebration - offering something special to people who already care about you.
Klaviyo + Paid Platforms
The perfect wingman:
- Sync email audience with paid platforms
- Target people who've shown interest
- Create lookalike audiences
Manychat Strategy
Sliding into DMs (Properly):
- Turn public engagement into private conversations
- "Comment LOVE to get your exclusive code"
- Make people feel chosen, not spammed
Content Strategy
Don't get desperate:
- Don't let your entire feed become promotional
- Maintain brand quality
- Let ads handle the heavy lifting
LITTLE FLOURISHES TO SHOW YOU CARE
VIP Treatment
Your best customers get the best deals. Make them feel chosen, not just another number.
Personalised Recommendations
Show you've been paying attention to their preferences and behaviour.
Shareable Moments
Create experiences worth posting about - unboxing, exclusive access, behind-the-scenes.
Phase 4: The Relationship Phase
(Post-Black Friday)
(Post-Black Friday)
"Building something that lasts"
The real test of any relationship happens after the initial excitement. Most brands treat Black Friday customers like one-night stands - they got what they wanted and disappear. But you can keep the flame burning.
1
Post-Purchase Onboarding
Help them get the most from their purchase. Guide them through the experience.
2
Continued Value
Keep the conversation going beyond transactions. Share valuable content regularly.
3
Anniversary Marketing
Remember and celebrate your relationship milestones. Make them feel special.
4
Referral Programs
Happy couples introduce their friends. Turn customers into advocates.
Ready to Change Your Black Friday Dating Game?
Here's some green flags you could look forward to…
723%
Email Capture Increase
Average improvement in sign-up conversion rates
57%
Open Rates
Vs. 42.7% industry average through conversation-style emails
33%
Brand Engagement
Increase from welcome email series implementation
If you're tired of attracting customers who ghost you after one purchase, it's time for a new approach.
At Folk&Tale, we help brands create sustainable systems that attract the right people and build relationships that last. Whether you're building from scratch or ready to level up your customer courtship game, we're here to help you find your forever people.
Ready for a committed relationship with your customers?
Email: kiaora@folkandtale.co
human first marketing in a digital world