Cyber Weekend is finally here! This is our third and final weekly tip to help you maximize your Black Friday/ Cyber Monday marketing blueprint. Today, we’ll cover a last minute email checklist featuring content best practices and brand examples to set you up for success. Let’s dive in!
Previous Cyber Weekend topics:
Where Should I Start?
In order to take full advantage of Cyber Weekend, it’s important to have a number of actions set up in your Klaviyo account prior to sending any emails.
Use the following checklist to perform a quick account audit to ensure that you have the necessary campaigns, flows, and other recommendations ready for Cyber Weekend!
Last Minute Email Checklist
Must-have
Build these recommendations in your Klaviyo account if you haven’t already done so:
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Integrate your ecommerce store with Klaviyo
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Sync your contacts from your previous email service provider (ESP)
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Set up an abandoned cart flow
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Set up a welcome series flow
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Send at least three campaigns before you start sending for BFCM if you're new to Klaviyo. Prior to sending a campaign, have your key flows live for three to seven days and monitor your performance. In the next week, follow this campaign sending schedule:
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Day 1: send to a 30-day engaged segment
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Day 4: send to a 60-day engaged segment
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Day 7: send to a 90-day engaged segment
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Nice-to-have
Build these recommendations if you have additional time:
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Integrate with Facebook
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Clean your email list
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Set up a back in stock flow
Set up SMS (only available in certain countries)
When Should I Send Emails During Cyber Weekend?
A strong email sending strategy is a vital part of any successful Cyber Weekend marketing plan. While the nuances of your business may impact exactly how and when you should send emails, it is best practice to segment your audience for certain messages and promotions.
Below is an outline of an example Cyber Weekend email sending schedule featuring:
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Campaign segments to target
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Thanksgiving - Tuesday after Cyber Monday daily breakdown
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Brand examples from the Klaviyo Showcase
Day 1: Thanksgiving
Thanksgiving Day is a great opportunity to tease your upcoming Black Friday promotions and build excitement among your subscribers. Additionally, you can reward your VIP customers with an early access deal before your public sale goes live.
Segments to Target:
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2020 BFCM buyers
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VIP’s
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Engaged
Brand Examples:
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Announcing a full Cyber Weekend promotion schedule. Via: Revel Nail
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A mysterious, VIP-only early access sale. Via: Evolve Skateboards USA
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A special Thanksgiving Day early access sale. Via: This Farm Wife
Day 2: Black Friday
Black Friday is one of the biggest days of the year for ecommerce brands! Announce your sales and promotions to your full audience, and create a sense of urgency.
Separate your brand from the pack with exciting visuals and enticing email copy to draw-in more traffic to your brand.
Segments to Target
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All opted-in subscribers
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2020 BFCM buyers
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Engaged
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Window shoppers
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VIP’s
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Non-buyers
Brand Examples:
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An enticing, limited time Black Friday sale creating a sense-of-urgency. Via: Handup Gloves
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A clean email design with a clear call-to-action. Via Dr. J’s Natural
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Short, sweet, and directly to the point. Via: 1767 Designs
Day Three + Four: Weekend After Black Friday
The weekend between Black Friday and Cyber Monday is the perfect time for you to regroup, analyze your Black Friday performance, and target window shoppers/ non-buyers.
Keep your messages straightforward and remind your audience that these deals will not last forever. However, be careful to not over-message your list. Use Sunday afternoon and evening to build up your Cyber Monday offerings.
Segments to Target:
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2020 BFCM buyers
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Window shoppers
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Non-buyers
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VIP’s
Brand Examples:
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A last chance offer to save with a Black Friday promotion. Via Western Bagel
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Exclusive Cyber Monday access, featuring a countdown clock. Via Umbria Olii International USA
Day Five: Cyber Monday
Like Black Friday, Cyber Monday will likely be one of the largest days of the year in terms of site traffic and sales for your brand. Build excitement and anticipation on Sunday night, then make a splash on Monday with your promotions.
As the day progresses, remind your subscribers that these Cyber Weekend deals won’t be returning again until next year to help encourage a late purchase.
Segments to Target
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All opted-in subscribers
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Engaged
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2020 BFCM buyers
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Non-buyers
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Window shoppers
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VIP’s
Brand Examples:
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Tiered savings throughout Cyber Monday by purchase time. Via: Rocking Bar H Ranch
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A front-and-center Cyber Monday deal. Via: Factory Direct Hobbies
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An eye-catching email design for those who may have missed any Black Friday promotions. Via: Muvez
Day Six: Tuesday After Cyber Monday
Deal extended! You can use the Tuesday after Cyber Monday to surprise and delight your subscribers by adding extra time to any of your promotions.
This tactic is highly effective and can be adjusted however your brand may want. Whether you add an extra six or 16 hours to Cyber Monday promotions, your customers will appreciate the additional opportunity to save.
Segments to Target:
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Window shoppers
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Non-buyers
Brand Examples:
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A simple, yet effective, Cyber Monday deal extension. Via: Dorcy
What’s Next?
Be sure to test any and all Cyber Weekend emails that you plan to send before you schedule them. You will likely be sending more emails during this timeframe than most other times of the year, so keep deliverability best practices in mind while crafting your sending schedule.
Want to dive deeper into Cyber Weekend sending schedules, brand examples, and best practices? Head over to the Black Friday/ Cyber Monday (BFCM) Crash Course on the Klaviyo Academy!
Already have an email plan for Cyber Weekend? Know some tips-and-tricks that you’ve picked up from past years? We’d love to hear from you! Sound off in the comments below.