Q4 Is Coming. Here's How I Stopped Paying Twice for the Same Sale.
Black Friday discounts on ad traffic cost you twice. Why I send my codes to existing customers by newsletter, WhatsApp or SMS instead of sitewide banners.
This article is also available in German.Read the German version
One simple trick to protect your profit margins during Black Friday.
Black Friday is approaching, and it's time to prepare those Q4 promotions!
The mistake I made for years
For years, I made the same mistake in my own webshop. I offered discounts through big banners on my website, until I realised something.
A customer would arrive through a Google or Meta ad, which might already cost me 10% to 20% of the sale. Then that same customer would use my 15% discount code.
I was paying for advertising and giving away additional margin on the same order.
What I do differently today
I still offer Black Friday discounts, but I share the codes directly with my existing customers through newsletters, WhatsApp or SMS, rather than displaying them in sitewide banners.
| Before: sitewide banner | Today: direct to existing customers | |
|---|---|---|
| Where the code appears | Big banners on my website | Newsletter, WhatsApp or SMS |
| How the customer arrives | Often through a Google or Meta ad | Directly, without another paid click |
| What the order costs me | The ad (10% to 20% of the sale) plus the 15% discount | The discount, while I keep more of my margin |
This gives customers a nice reason to return to my shop. And when they purchase directly, without another paid advertising click, I can offer them a discount while keeping more of my margin.
The goal is to make money, on Black Friday too
One of my favourite business books is The Goal by Eliyahu M. Goldratt. If you haven't read it, I highly recommend it.
Its central message has always stuck with me:
Quote
The goal of a business is to make money.
And that applies to Black Friday too!