Brazilian e-commerce brands deploying advanced messaging tactics through Upstream’s martech platform enjoy a 43x ROI and a 26% contribution to their overall sales during Black Week
São Paulo, Rio de Janeiro, December 11th – Upstream, the global marketing technology company, announces that its e-commerce customers in Brazil generated an average 43x ROI during Black Week 2023. This year, 51 brands deployed Upstream’s mobile marketing platform, Grow, to maximize their Black Friday sales through dynamic mobile messaging campaigns. Over a period of five days, from Thursday, November 23, to “Cyber Monday”, November 27, Upstream contributed 26% of its clients total sales, leading to the aforementioned ROI. Furthermore, the average value of orders made through the mobile messaging campaigns run through Grow was 34% higher than the average value of all the orders its customers received.
Moreover, Upstream assisted its clients in capitalizing on the seasonal sales event for long-term growth by helping them expand their customer bases. The data show that 36% of new mobile marketing subscribers in November were acquired during Black Week, while on Black Friday new sign ups increased by 2X at a 15% higher acquisition rate compared to the rest of the month.
Raphael Ferrari, Performance Director and Partner at Sanders Digital commented: "This year, we adopted Upstream’s strategy, deploying an advanced system of capturing website visitors’ mobile phone numbers. Thanks to this method, we were able to expand our customer base by 20% in just one month. This opt-in approach has enabled us to strategically leverage SMS marketing."
Another aspect of Upstream’s strategy was the use of targeted broadcast messaging across multiple channels, such as SMS and WhatsApp, which contributed 15% of the total campaign revenue generated during Black Friday. These messages informed subscribed customers about enticing price drops and new deals.
In parallel, Upstream’s partners leveraged Black Friday through smart-triggered mobile messaging, which proved to be the most effective way of driving sales. Such messaging included welcome messages, once a user had subscribed or cart recovery messages for users who had abandoned their carts. On average each automated cart recovery message sent, generated R$35 and showcased a 5.5% CTR.
Upstream Head of Enterprise Sales, Patrick Marquart, said: "This Black Friday was devoted to our customers. The ambitious goals set by brands were not only achieved, but exceeded, thanks to our advanced technology and personalized communication strategies enabled by our platform. This demonstrates the power of mobile marketing to transform customer engagement and drive tangible results”.
Deploying both broadcast and smart-triggered messaging campaigns requires having a mobile subscriber base ready to use. It is strongly recommended that customer base building takes place all year long for succeeding in seasonal sales periods, such as Black Friday and Christmas.
Deploying both broadcast and smart-triggered messaging campaigns requires having a mobile subscriber base ready to use. It is strongly recommended that customer base building takes place all year long for succeeding in seasonal sales periods, such as Black Friday and Christmas.
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For more information please contact:
Upstream Corporate Communications
Ε: corp.comms@upstreamsystems.com
