- Intro
- 3 months out
- 2 months out
- 2 weeks out
- Day of send
- Post-send
Rebuild your reputation
Remember, you only want to send to your full list once, maybe twice, per year. Full stop. That means you get one chance during the Black Friday Cyber Monday weekend to make an impression on your whole audience at once. Once your full list campaign has been sent, all of your following campaigns should target engaged segments across a variety of levels.
You can specifically target window shoppers, VIP customers, last year’s Black Friday shoppers, or really any other segment in your account. By focusing on subscribers who have reinforced their interest by engaging with your messages, you will be able to repair any deliverability damage that occurred during your full list send.
Send tailored messages to a variety of engaged segments
Let’s look at a few examples of targeted campaigns you can run during Black Friday in order to convert engaged subscribers, and preserve your sender reputation.
Espresso shot
Target subscribers who have opened your previous messages, been active on site, or added to cart, but have not made a purchase.
They've shown interest, but just haven't made the final purchase decision. Send them a message stressing that this is their final chance to save while supplies last.
Make the offer more appealing by including a product feed that reminds them about products they’ve recently viewed.
Fans of your best selling product
Do you have a flagship product, or one really popular offering that has helped you gain popularity?
If your product is a consumable, target a segment of subscribers who have previously purchased it. If it’s something longer-lasting, target those who have viewed or added it to cart before. Send a targeted campaign to these subscribers letting them know that your best selling product is on sale (which may be rare for your brand).
VIP special offer
Whether you have a formal loyalty program with members, or you simply want to identify your highest-value customers, target your brand loyalists with a special perk or additional offer that will encourage larger purchases from this already engaged group.
Check out the help center for more ideas of customer segments to build.
Keep your audience engaged after BFCM
After BFCM is over, you should see that the size of your primary engaged audience has grown quite a bit as you’ve successfully re-engaged some unengaged subscribers. Keep this momentum going into the holiday season by creating highly targeted and personalized campaigns, and getting creative with your segmentation strategy. Throughout the year, use integrations like Facebook Ads, Google Ads, Tiktok Audiences and Pinterest Audiences to re-engage lapsed customer segments that you’ve built in Klaviyo through targeted social ads.