It’s that time of year again—the ever-anticipated shopping event, Black Friday Cyber Monday (BFCM), which presents a golden opportunity for brands to boost their sales and expand their customer base.
But with every business competing for consumer attention, how do you stand out?
Keep reading for some effective marketing strategies that could help you craft compelling offers to maximize this year’s BFCM success.
1. Segment your audience to send personalized emails
What it is: Segmenting your audience empowers you to tailor email campaigns to specific customer groups, increasing the relevance and appeal of what your brand has to offer this holiday season.
Why it matters: Personalization increases engagement and conversion rates by making your emails more relevant to each customer.
How to do it: Use segmentation tools to divide your audience based on past purchase behavior, browsing history, engagement levels and interests. For instance, you might create segments of:
- VIP customers: Reward your most loyal customers with exclusive early access to your BFCM deals.
- Lapsed customers: Win back inactive customers with discounts.
- First-time shoppers: Entice new customers with special welcome offers during the holiday season.
- Interest-based segments: Create groups based on browsing behavior and send them targeted promotions on products they’ve shown interest in.
Note: You can also leverage these segments by integrating them into your ad strategy. By targeting these specific groups with relevant ads, you can reinforce your email campaigns and drive higher engagement across multiple channels.
2. Leverage predictive analytics for timing and targeting
What it is: Klaviyo's predictive analytics can help you identify the optimal timing for your BFCM email campaigns.
Why it matters: Timing your emails correctly can significantly boost open and conversion rates, leading to higher sales.
How to do it: Use predictive metrics like expected date of next order and predicted lifetime value to schedule your promotions when your customers are most likely to convert. This ensures your messages hit the inbox at the right moment, maximizing engagement.
3. Create urgency with time-limited offers
What it is: Offers such as flash sales, hourly deals, or limited-stock promotions that drive immediate action.
Why it matters: Creating a sense of urgency motivates customers to move quicker on purchasing decisions, reducing cart abandonment.
How to do it: Amplify the sense of urgency around BFCM with time-limited promotions and countdown timers, both of which can encourage customers to act quickly.
4. Offer exclusive bundles and discounts
What it is: Bundling products can increase the value of your offer and encourage customers to purchase more.
Why it matters: Bundles and tiered discounts incentivize higher spending and can increase average order value.
How to do it: Create exclusive BFCM bundles that combine top sellers, or offer tiered discounts based on spending thresholds. For example: "Spend $100 and get 20% off, spend $200 and get 30% off."
5. Utilize abandoned cart and browse abandonment automations
What it is: During BFCM, shoppers often abandon their shopping sessions and carts as they compare deals across different sites, triggering automated emails.
Why it matters: Reminding customers of their abandoned carts can help you recover lost sales and boost your revenue.
How to do it: Use dynamic product blocks to remind customers of the items they left behind and offer additional incentives to encourage them to complete their purchase.
6. Incorporate social proof and reviews
What it is: Social proof includes user-generated content like product reviews, company ratings, and customer testimonials—and it can significantly influence purchasing decisions.
Why it matters: Positive reviews and social proof build trust and credibility, making customers more likely to buy.
How to do it: Highlight customer reviews, ratings, and user-generated content in your BFCM emails. Featuring bestsellers and top-rated products can build trust and encourage more conversions.
Summing it all up
The holiday season and BFCM is a prime opportunity to not only boost your sales, but also build lasting relationships with current and new customers. By using Klaviyo’s features and implementing these strategies early, you can create impactful promotions that resonate with your audience and drive significant results for this BFCM shopping season.
What are some strategies you’re planning for this holiday season? Share your strategies and experiences in the comments!
-Bethany (