Blog

August 27, 2024

Mastering BFCM: The Ultimate Guide (2024)

Blog

August 27, 2024

Mastering BFCM: The Ultimate Guide (2024)

ECommerce brand looking to crush Black Friday/Cyber Monday 2024? This blog offers a comprehensive roadmap to prepare and execute your Q4 efforts.

Black Friday/Cyber Monday (BFCM) is the most critical sales period for eCommerce brands. Success during this time hinges on meticulous preparation and strategic execution. 

This guide is designed to help you maximise sales and customer retention by outlining key steps and strategies from August through December, ensuring your brand is fully prepared for BFCM.

Black Friday Preparation Timeline

August: Laying the Foundation

  1. Review Competitor Performance:

    • Start by analysing the BFCM strategies of your top competitors.

    • Use tools like Milled.com to search for their email campaigns from November of the previous year.

    • Identify successful tactics such as subject lines, promotional offers, and content styles.

    • Focus on what drove high engagement and refine your own strategy based on these insights.

  2. Leverage Winning Strategies:

    • Review last year's BFCM campaigns within your own Klaviyo account.

    • Identify the campaigns with the highest and lowest performance metrics, like Placed Order Rate (POR) and Click Rate.

    • Consider the style of content, subject lines, preview texts, offers, featured items, and targeted segments.

    • Repurpose and reuse successful strategies while making improvements to increase their effectiveness this year.

  3. Run Smart Send Time Tests:

    • If it has been a few months since your last Smart Send Time test, now is the time to run it again.

    • These tests help determine the optimal send times for your campaigns, which can vary by segment.

    • By identifying the best times for each segment, you can maximise open rates and placed order rates, ensuring your messages reach your audience at the most effective times.

  4. Pitch BFCM-Specific Integrations:

    • Begin by evaluating your current tools and identifying any potential gaps that BFCM-specific integrations can fill, such as subscription platforms or loyalty programs.

    • Consider how each integration can enhance the BFCM experience for your customers. For example, a loyalty program might increase repeat purchases, while a subscription platform could lock in long-term revenue.

    • Craft a compelling pitch that highlights the benefits of these integrations during the BFCM period, demonstrating how they can boost sales and customer engagement.

September: Building Momentum

  1. Run Sales September:

    • If applicable, promote "Sales September" to boost sales during this typically slow period.

    • Position the sale as an exclusive offer where September buyers receive early access to BFCM deals.

    • Emphasise limited stock or early access as rewards for loyal customers.

  2. Plan BFCM Content:

    • Develop a comprehensive content plan, including campaign strategy, flow overhauls, and sign-up form strategies.

    • Ensure all BFCM content is ready in advance to avoid last-minute rushes.

  3. Prioritize SMS and VIP List Growth:

    • Encourage SMS sign-ups by offering early access to BFCM deals.

    • Motivate VIPs to share referral codes with friends and family for special BFCM offers.

  4. Address Deliverability Concerns:

    • If deliverability issues exist, disable low-engagement flows (e.g., Sunset, Winback) leading up to and during BFCM.

    • Clean your email list to remove inactive subscribers and focus on engaging segments.

    • Tighten engaged sends criteria to boost campaign metrics.

  5. Build Out Integration-Specific Flows & Content:

    • If new BFCM-specific integrations have been launched, ensure relevant flows are built and optimised for success during the BFCM period.

October: Final Preparations

  1. Build Excitement:

    • Start sending BFCM teaser campaigns to build anticipation.

    • Send reminders to early-access customers about upcoming deals and sale dates.

  2. Finalize BFCM Details with Clients:

    • Work closely with clients to finalise all BFCM discounts, product-specific deals, and additional offers.

    • Ensure you’re prepared to feature as many deals as possible in all communications.

  3. Prepare BFCM-Specific Flow Changes:

    • Update the welcome series, abandonment flows, and post-purchase flows with BFCM-specific content.

    • Use countdown timers, urgency messaging, and optimized cross-sell blocks to drive conversions.

  4. Prepare BFCM Campaigns:

    • Finalise all BFCM campaigns and ensure they’re ready to launch in November.

  5. Prepare BFCM-Specific Sign-Up Forms / Pop-Ups:

    • Update sign-up forms to reflect BFCM deals.

    • Use aggressive targeting and behaviour settings to capture more leads.

    • Implement interactive pop-ups, such as Wheelio, to make sign-ups more engaging.

  6. Finalise Integration-Specific Flows and Content:

    • Ensure that all new BFCM-specific integrations are fully implemented and ready to go.

November: Execution and Optimization

  1. Build BFCM Hype:

    • Send last-minute invitations to email-only customers to join the SMS list for early access to deals.

  2. Launch bundle promotions and gift guides targeting past BFCM buyers, engaged segments, and VIP customers.

  3. Engage VIPs and Early Access Customers:

    • Fulfil early access promises for VIPs, SMS subscribers, and Sales September participants.

    • Ensure that VIPs and early-access customers are the first to receive BFCM deals.

  4. Send BFCM Deal Emails:

    • Roll out BFCM announcement emails to your entire list.

    • Emphasise urgency and exclusivity to drive immediate action.

  5. Target Non-Engagers:

    • Aggressively follow up with non-purchasers and non-engagers throughout the BFCM period.

    • Utilise segmented campaigns to tailor offers based on previous engagements.

  6. Collect Reviews and UGC:

    • Ensure review collection tools are optimised to capture feedback from BFCM customers.

    • Leverage user-generated content (UGC) to build trust and influence late shoppers.

December: Post-BFCM Strategy

  1. Tackle Cyber Monday:

    • Launch Cyber Monday deals, prioritising non-engagers and non-buyers from Black Friday.

    • Re-engage Black Friday shoppers with fresh offers available on Cyber Monday.

  2. Promote Last Chance Clearances:

    • Push last-minute clearance deals to non-engagers, recent buyers, and highly engaged segments.

    • Use clearance sales to move excess inventory at reduced prices.

  3. Share BFCM Reports with Clients:

    • Compile and share detailed post-BFCM reports with clients.

    • Include metrics on total sales, year-over-year performance, successful strategies, and areas for improvement.

BFCM Campaign Best Practices

  1. Personalised Content:

    • Ensure that your BFCM campaigns include personalised messaging for each customer. Use dynamic content based on customer behaviour and preferences to create more relevant and engaging emails.

  2. Clear CTAs:

    • Focus on having clear, concise, and compelling calls-to-action (CTAs) in your emails. Make sure customers know exactly what action to take and why they should take it.

  3. Channel-Specific Content:

    • Tailor your content for specific channels like email, SMS, and social media. Ensure that each platform's unique strengths are utilised to maximise engagement.

Segmentation Strategies for BFCM

Key Factors Influencing Purchase Decisions

  • Budget/Willingness to Spend: Customers vary in how much they are willing to spend, often based on their financial situation and perception of value.

  • Convenience: The ease of the shopping experience, including delivery options and return policies, can significantly influence purchasing decisions.

  • Motivation or Specific Need: A customer's specific need or desire for a product drives their motivation to make a purchase.

  • Level of Urgency: The immediacy of the customer’s need, which can be influenced by factors like time-sensitive offers or stock availability.

Conclusion:

As you navigate the crucial months leading up to BFCM, careful preparation and strategic execution are key to maximising your sales and customer engagement. 

By following this comprehensive timeline and applying segmentation strategies, you can ensure that your campaigns resonate with your audience and stand out in the crowded marketplace. 

This guide provides the necessary steps and best practices to help you capitalise on the busiest shopping season of the year, driving growth and fostering long-term customer loyalty.

Get ahead of this BFCM with a winning strategy!

Start preparing now to maximise your sales and outperform the competition— click here for a free Black Friday audit and let's make this your best Q4 yet.

Black Friday/Cyber Monday (BFCM) is the most critical sales period for eCommerce brands. Success during this time hinges on meticulous preparation and strategic execution. 

This guide is designed to help you maximise sales and customer retention by outlining key steps and strategies from August through December, ensuring your brand is fully prepared for BFCM.

Black Friday Preparation Timeline

August: Laying the Foundation

  1. Review Competitor Performance:

    • Start by analysing the BFCM strategies of your top competitors.

    • Use tools like Milled.com to search for their email campaigns from November of the previous year.

    • Identify successful tactics such as subject lines, promotional offers, and content styles.

    • Focus on what drove high engagement and refine your own strategy based on these insights.

  2. Leverage Winning Strategies:

    • Review last year's BFCM campaigns within your own Klaviyo account.

    • Identify the campaigns with the highest and lowest performance metrics, like Placed Order Rate (POR) and Click Rate.

    • Consider the style of content, subject lines, preview texts, offers, featured items, and targeted segments.

    • Repurpose and reuse successful strategies while making improvements to increase their effectiveness this year.

  3. Run Smart Send Time Tests:

    • If it has been a few months since your last Smart Send Time test, now is the time to run it again.

    • These tests help determine the optimal send times for your campaigns, which can vary by segment.

    • By identifying the best times for each segment, you can maximise open rates and placed order rates, ensuring your messages reach your audience at the most effective times.

  4. Pitch BFCM-Specific Integrations:

    • Begin by evaluating your current tools and identifying any potential gaps that BFCM-specific integrations can fill, such as subscription platforms or loyalty programs.

    • Consider how each integration can enhance the BFCM experience for your customers. For example, a loyalty program might increase repeat purchases, while a subscription platform could lock in long-term revenue.

    • Craft a compelling pitch that highlights the benefits of these integrations during the BFCM period, demonstrating how they can boost sales and customer engagement.

September: Building Momentum

  1. Run Sales September:

    • If applicable, promote "Sales September" to boost sales during this typically slow period.

    • Position the sale as an exclusive offer where September buyers receive early access to BFCM deals.

    • Emphasise limited stock or early access as rewards for loyal customers.

  2. Plan BFCM Content:

    • Develop a comprehensive content plan, including campaign strategy, flow overhauls, and sign-up form strategies.

    • Ensure all BFCM content is ready in advance to avoid last-minute rushes.

  3. Prioritize SMS and VIP List Growth:

    • Encourage SMS sign-ups by offering early access to BFCM deals.

    • Motivate VIPs to share referral codes with friends and family for special BFCM offers.

  4. Address Deliverability Concerns:

    • If deliverability issues exist, disable low-engagement flows (e.g., Sunset, Winback) leading up to and during BFCM.

    • Clean your email list to remove inactive subscribers and focus on engaging segments.

    • Tighten engaged sends criteria to boost campaign metrics.

  5. Build Out Integration-Specific Flows & Content:

    • If new BFCM-specific integrations have been launched, ensure relevant flows are built and optimised for success during the BFCM period.

October: Final Preparations

  1. Build Excitement:

    • Start sending BFCM teaser campaigns to build anticipation.

    • Send reminders to early-access customers about upcoming deals and sale dates.

  2. Finalize BFCM Details with Clients:

    • Work closely with clients to finalise all BFCM discounts, product-specific deals, and additional offers.

    • Ensure you’re prepared to feature as many deals as possible in all communications.

  3. Prepare BFCM-Specific Flow Changes:

    • Update the welcome series, abandonment flows, and post-purchase flows with BFCM-specific content.

    • Use countdown timers, urgency messaging, and optimized cross-sell blocks to drive conversions.

  4. Prepare BFCM Campaigns:

    • Finalise all BFCM campaigns and ensure they’re ready to launch in November.

  5. Prepare BFCM-Specific Sign-Up Forms / Pop-Ups:

    • Update sign-up forms to reflect BFCM deals.

    • Use aggressive targeting and behaviour settings to capture more leads.

    • Implement interactive pop-ups, such as Wheelio, to make sign-ups more engaging.

  6. Finalise Integration-Specific Flows and Content:

    • Ensure that all new BFCM-specific integrations are fully implemented and ready to go.

November: Execution and Optimization

  1. Build BFCM Hype:

    • Send last-minute invitations to email-only customers to join the SMS list for early access to deals.

  2. Launch bundle promotions and gift guides targeting past BFCM buyers, engaged segments, and VIP customers.

  3. Engage VIPs and Early Access Customers:

    • Fulfil early access promises for VIPs, SMS subscribers, and Sales September participants.

    • Ensure that VIPs and early-access customers are the first to receive BFCM deals.

  4. Send BFCM Deal Emails:

    • Roll out BFCM announcement emails to your entire list.

    • Emphasise urgency and exclusivity to drive immediate action.

  5. Target Non-Engagers:

    • Aggressively follow up with non-purchasers and non-engagers throughout the BFCM period.

    • Utilise segmented campaigns to tailor offers based on previous engagements.

  6. Collect Reviews and UGC:

    • Ensure review collection tools are optimised to capture feedback from BFCM customers.

    • Leverage user-generated content (UGC) to build trust and influence late shoppers.

December: Post-BFCM Strategy

  1. Tackle Cyber Monday:

    • Launch Cyber Monday deals, prioritising non-engagers and non-buyers from Black Friday.

    • Re-engage Black Friday shoppers with fresh offers available on Cyber Monday.

  2. Promote Last Chance Clearances:

    • Push last-minute clearance deals to non-engagers, recent buyers, and highly engaged segments.

    • Use clearance sales to move excess inventory at reduced prices.

  3. Share BFCM Reports with Clients:

    • Compile and share detailed post-BFCM reports with clients.

    • Include metrics on total sales, year-over-year performance, successful strategies, and areas for improvement.

BFCM Campaign Best Practices

  1. Personalised Content:

    • Ensure that your BFCM campaigns include personalised messaging for each customer. Use dynamic content based on customer behaviour and preferences to create more relevant and engaging emails.

  2. Clear CTAs:

    • Focus on having clear, concise, and compelling calls-to-action (CTAs) in your emails. Make sure customers know exactly what action to take and why they should take it.

  3. Channel-Specific Content:

    • Tailor your content for specific channels like email, SMS, and social media. Ensure that each platform's unique strengths are utilised to maximise engagement.

Segmentation Strategies for BFCM

Key Factors Influencing Purchase Decisions

  • Budget/Willingness to Spend: Customers vary in how much they are willing to spend, often based on their financial situation and perception of value.

  • Convenience: The ease of the shopping experience, including delivery options and return policies, can significantly influence purchasing decisions.

  • Motivation or Specific Need: A customer's specific need or desire for a product drives their motivation to make a purchase.

  • Level of Urgency: The immediacy of the customer’s need, which can be influenced by factors like time-sensitive offers or stock availability.

Conclusion:

As you navigate the crucial months leading up to BFCM, careful preparation and strategic execution are key to maximising your sales and customer engagement. 

By following this comprehensive timeline and applying segmentation strategies, you can ensure that your campaigns resonate with your audience and stand out in the crowded marketplace. 

This guide provides the necessary steps and best practices to help you capitalise on the busiest shopping season of the year, driving growth and fostering long-term customer loyalty.

Get ahead of this BFCM with a winning strategy!

Start preparing now to maximise your sales and outperform the competition— click here for a free Black Friday audit and let's make this your best Q4 yet.

Join our newsletter list

Sign up to get the most recent blog articles in your email every week.

Share this post to the social medias

ECommerce brand looking to crush Black Friday/Cyber Monday 2024? This blog offers a comprehensive roadmap to prepare and execute your Q4 efforts.

Black Friday/Cyber Monday (BFCM) is the most critical sales period for eCommerce brands. Success during this time hinges on meticulous preparation and strategic execution. 

This guide is designed to help you maximise sales and customer retention by outlining key steps and strategies from August through December, ensuring your brand is fully prepared for BFCM.

Black Friday Preparation Timeline

August: Laying the Foundation

  1. Review Competitor Performance:

    • Start by analysing the BFCM strategies of your top competitors.

    • Use tools like Milled.com to search for their email campaigns from November of the previous year.

    • Identify successful tactics such as subject lines, promotional offers, and content styles.

    • Focus on what drove high engagement and refine your own strategy based on these insights.

  2. Leverage Winning Strategies:

    • Review last year's BFCM campaigns within your own Klaviyo account.

    • Identify the campaigns with the highest and lowest performance metrics, like Placed Order Rate (POR) and Click Rate.

    • Consider the style of content, subject lines, preview texts, offers, featured items, and targeted segments.

    • Repurpose and reuse successful strategies while making improvements to increase their effectiveness this year.

  3. Run Smart Send Time Tests:

    • If it has been a few months since your last Smart Send Time test, now is the time to run it again.

    • These tests help determine the optimal send times for your campaigns, which can vary by segment.

    • By identifying the best times for each segment, you can maximise open rates and placed order rates, ensuring your messages reach your audience at the most effective times.

  4. Pitch BFCM-Specific Integrations:

    • Begin by evaluating your current tools and identifying any potential gaps that BFCM-specific integrations can fill, such as subscription platforms or loyalty programs.

    • Consider how each integration can enhance the BFCM experience for your customers. For example, a loyalty program might increase repeat purchases, while a subscription platform could lock in long-term revenue.

    • Craft a compelling pitch that highlights the benefits of these integrations during the BFCM period, demonstrating how they can boost sales and customer engagement.

September: Building Momentum

  1. Run Sales September:

    • If applicable, promote "Sales September" to boost sales during this typically slow period.

    • Position the sale as an exclusive offer where September buyers receive early access to BFCM deals.

    • Emphasise limited stock or early access as rewards for loyal customers.

  2. Plan BFCM Content:

    • Develop a comprehensive content plan, including campaign strategy, flow overhauls, and sign-up form strategies.

    • Ensure all BFCM content is ready in advance to avoid last-minute rushes.

  3. Prioritize SMS and VIP List Growth:

    • Encourage SMS sign-ups by offering early access to BFCM deals.

    • Motivate VIPs to share referral codes with friends and family for special BFCM offers.

  4. Address Deliverability Concerns:

    • If deliverability issues exist, disable low-engagement flows (e.g., Sunset, Winback) leading up to and during BFCM.

    • Clean your email list to remove inactive subscribers and focus on engaging segments.

    • Tighten engaged sends criteria to boost campaign metrics.

  5. Build Out Integration-Specific Flows & Content:

    • If new BFCM-specific integrations have been launched, ensure relevant flows are built and optimised for success during the BFCM period.

October: Final Preparations

  1. Build Excitement:

    • Start sending BFCM teaser campaigns to build anticipation.

    • Send reminders to early-access customers about upcoming deals and sale dates.

  2. Finalize BFCM Details with Clients:

    • Work closely with clients to finalise all BFCM discounts, product-specific deals, and additional offers.

    • Ensure you’re prepared to feature as many deals as possible in all communications.

  3. Prepare BFCM-Specific Flow Changes:

    • Update the welcome series, abandonment flows, and post-purchase flows with BFCM-specific content.

    • Use countdown timers, urgency messaging, and optimized cross-sell blocks to drive conversions.

  4. Prepare BFCM Campaigns:

    • Finalise all BFCM campaigns and ensure they’re ready to launch in November.

  5. Prepare BFCM-Specific Sign-Up Forms / Pop-Ups:

    • Update sign-up forms to reflect BFCM deals.

    • Use aggressive targeting and behaviour settings to capture more leads.

    • Implement interactive pop-ups, such as Wheelio, to make sign-ups more engaging.

  6. Finalise Integration-Specific Flows and Content:

    • Ensure that all new BFCM-specific integrations are fully implemented and ready to go.

November: Execution and Optimization

  1. Build BFCM Hype:

    • Send last-minute invitations to email-only customers to join the SMS list for early access to deals.

  2. Launch bundle promotions and gift guides targeting past BFCM buyers, engaged segments, and VIP customers.

  3. Engage VIPs and Early Access Customers:

    • Fulfil early access promises for VIPs, SMS subscribers, and Sales September participants.

    • Ensure that VIPs and early-access customers are the first to receive BFCM deals.

  4. Send BFCM Deal Emails:

    • Roll out BFCM announcement emails to your entire list.

    • Emphasise urgency and exclusivity to drive immediate action.

  5. Target Non-Engagers:

    • Aggressively follow up with non-purchasers and non-engagers throughout the BFCM period.

    • Utilise segmented campaigns to tailor offers based on previous engagements.

  6. Collect Reviews and UGC:

    • Ensure review collection tools are optimised to capture feedback from BFCM customers.

    • Leverage user-generated content (UGC) to build trust and influence late shoppers.

December: Post-BFCM Strategy

  1. Tackle Cyber Monday:

    • Launch Cyber Monday deals, prioritising non-engagers and non-buyers from Black Friday.

    • Re-engage Black Friday shoppers with fresh offers available on Cyber Monday.

  2. Promote Last Chance Clearances:

    • Push last-minute clearance deals to non-engagers, recent buyers, and highly engaged segments.

    • Use clearance sales to move excess inventory at reduced prices.

  3. Share BFCM Reports with Clients:

    • Compile and share detailed post-BFCM reports with clients.

    • Include metrics on total sales, year-over-year performance, successful strategies, and areas for improvement.

BFCM Campaign Best Practices

  1. Personalised Content:

    • Ensure that your BFCM campaigns include personalised messaging for each customer. Use dynamic content based on customer behaviour and preferences to create more relevant and engaging emails.

  2. Clear CTAs:

    • Focus on having clear, concise, and compelling calls-to-action (CTAs) in your emails. Make sure customers know exactly what action to take and why they should take it.

  3. Channel-Specific Content:

    • Tailor your content for specific channels like email, SMS, and social media. Ensure that each platform's unique strengths are utilised to maximise engagement.

Segmentation Strategies for BFCM

Key Factors Influencing Purchase Decisions

  • Budget/Willingness to Spend: Customers vary in how much they are willing to spend, often based on their financial situation and perception of value.

  • Convenience: The ease of the shopping experience, including delivery options and return policies, can significantly influence purchasing decisions.

  • Motivation or Specific Need: A customer's specific need or desire for a product drives their motivation to make a purchase.

  • Level of Urgency: The immediacy of the customer’s need, which can be influenced by factors like time-sensitive offers or stock availability.

Conclusion:

As you navigate the crucial months leading up to BFCM, careful preparation and strategic execution are key to maximising your sales and customer engagement. 

By following this comprehensive timeline and applying segmentation strategies, you can ensure that your campaigns resonate with your audience and stand out in the crowded marketplace. 

This guide provides the necessary steps and best practices to help you capitalise on the busiest shopping season of the year, driving growth and fostering long-term customer loyalty.

Get ahead of this BFCM with a winning strategy!

Start preparing now to maximise your sales and outperform the competition— click here for a free Black Friday audit and let's make this your best Q4 yet.

Join our newsletter list

Sign up to get the most recent blog articles in your email every week.

Share this post to the social medias