What’s your top piece of BFCM advice you'd tell another Klaviyo user in November?

One thing I’d add before BFCM: audit your flows. It’s easy to treat them as “set it and forget it,” but most of us built our flows months ago and don’t review them often enough. Go through each one and check that the timing still makes, that promo content won’t conflict with what your campaigns are saying, and that every link, product block and image still works. Ten minutes per flow of reviewing now beats finding out on Cyber Monday that your highest-volume automation was pointing to a dead page.

Love this. One thing that's worked for us: slowly and methodically widen your sending audience as you get closer to the big sale days.

Most of us (rightly) suppress unengaged profiles the rest of the year to protect deliverability. But there are people in that suppressed group who would convert on a day like Black Friday. They're not interested in your weekly emails. They're waiting for the deal.

The easiest place to start is anyone who opened, clicked or bought during these same days last year, even if they haven't engaged since. Add them back in stages over the weeks leading up instead of all at once, keep an eye on your bounce and spam rates as you go, and you'll head into the peak days with a bigger audience that inbox providers already trust.