Fuel your marketing with BFCM segment data
As BFCM comes to a close, you’ll likely have an abundance of data at your fingertips: spikes in purchases, email and SMS engagement trends, and recent on-site behavior. Create key segments that focus on this customer information in order to better personalize post-BFCM content and monitor growth going into the new year.
More specifically, you can use post-BFCM segments to:
Personalize your messages
Use recent customer data to determine what content people actively seek from your brand and who the best audience is for each message. The more personalized you are to someone’s purchase history, interests, recent behavior, etc., the more likely they are to engage.
In particular, customize your emails, SMS, push, and on-site forms by:
- Featuring content that someone has shown an interest in but has yet to purchase.
- Using show/hide logic to display products based on customer interests.
- Use personalized product feeds to promote items that complement recent purchases.
- Send extended sale codes to those who have yet to shop this BFCM.
- Customize your marketing copy to align with information you learned recently (where they live, who they shop for, what their preferences are, etc.).
Re-target on social
Explore new ways to engage customers, particularly those who have shown an interest in your BFCM deals but who have yet to purchase.
Klaviyo integrates with various social media platforms so you can retarget key segments, like those who browsed during BFCM but didn't buy, with social media ads.
Then, you can build targeted ads that feature content someone has shown an interest in, with messaging teasing extended sales or exciting holiday promotions. This can keep up the momentum you built during BFCM and re-engage otherwise lapsed shoppers.
Learn more about:
Analyze growth and engagement
Now is the perfect time to monitor audience trends that arose during this busy season, especially as you plan for the new year.
Use these 2 key tools to monitor trends:
- Segment engagement report: helps you assess the level of engagement of each of your segments and determine where drop-offs in engagement tend to come about in the customer journey.
- Segment growth report: helps you monitor segment growth over time, noting how many people joined or left this group over time.
Share insights with internal teams, answering questions like:
- What segments of shoppers have been most engaged with holiday deals?
- How many new members joined each segment during this BFCM?
- At what point in the customer journey does engagement wane and a re-engagement effort is needed?
Build your post-BFCM segments
During BFCM, you'll collect a lot of rich customer data about customer preferences, shopping activity, and more. It is important to use this data effectively so you can send content that’s tailored specifically to what each shopper wants to receive. This can improve a customer’s overall experience with your brand, spur a follow-up purchase, and increase revenue over time.
Let’s create 6 core segments together. As you build, customize the segment definitions to best suit your own customers, products, and business use cases.
This year’s BFCM shoppers
Why: To gain a big picture perspective of business growth from holiday shoppers. After BFCM, maintain engagement with these customers to drive customer retention and loyalty.
Who: All customers who shopped during BFCM. Use the segment condition "Placed Order at least once between dates ___ and ___", inputting the dates of your BFCM deals.
You can also concentrate on net new customers by adding a condition that indicates that this was their very first purchase from your store, as shown below. This segment is important to maintain their loyalty over time and encourage a second purchase.
How to maintain engagement:
- Target shoppers with campaigns promoting complementary items they may likewise be interested in.
- Send recent shoppers follow-up messages pertaining to their purchase (instructions, best practices, related blogs) via a post-purchase flow.
- Target these shoppers with ads on social media, featuring items or collections they may also be interested in.
New BFCM subscribers
Why: A new subscriber segment will give you an idea of how many subscribers you acquired over Cyber Weekend. Use this segment to analyze BFCM performance, then encourage new subscribers to purchase or remain engaged with your brand.
Who: All new subscribers over Cyber Weekend. Use the segment condition Person can receive email marketing because person subscribed and subscribe date is between dates ___ and ___", inputting the dates of your BFCM deals.
You can create multiple versions of this segment, such as:
- Channel-specific segments: to hone in on new subscribers for each channel (i.e., email, SMS, push)
- Segment of all new subscribers: to gain full visibility on subscriber growth.
- Segment of new subscribers who have (or have not) purchased: to assess purchase rate of BFCM subscribers.
For example, SWAK Cosmetics wants to see how many new email subscribers they acquired during BFCM. They add in a condition to only include those who have not yet purchased to follow up with extended sale deals that will drive a conversion.
How to encourage a first purchase:
- Send a specific discount to encourage someone to place a first order.
- Target these shoppers with on-site forms, flagging key discounts that they can save with or asking if they require assistance before buying.
- Encourage new subscribers of one channel (e.g., email) to subscribe to another (e.g., SMS) to gain an additional discount on their first purchase.
- If you have not already, make sure that you have a welcome series that drives customers to your site. In this flow, you can drag in a conditional split to provide 2 distinct paths based on whether or not someone has ordered from your store before. Then, follow up with those who have never placed an order with a special discount to convert.
Product or collection enthusiasts
Why: Enthusiasts about a specific product or collection are more likely to continue purchasing the product or collection. Send highly targeted messaging to these customers to drive follow-up purchases.
Who: Segment shoppers who have indicated that they are enthusiastic about a specific product or collection. You can create a segment of people who have done either of the following:
- Purchased multiple products from the same collection over BFCM.
- Left positive reviews (e.g., 4 or 5 stars) about a particular item or collection during BFCM.
For example, SWAK Cosmetics groups shoppers who purchased multiple items from their sensitive skincare collection during BFCM.
How to drive follow-up purchases:
- Send a cross-sell flow that features items related to the ones they’ve already purchased.
- Trigger a replenishment flow to send around the time they’ll likely want to buy this item again.
- Send messages mentioning your VIP loyalty program with details for how they can join through shopping more.
Lapsed BFCM shoppers
Why: Remind lapsed shoppers of the value of your brand so that they return to shop again.
Who: This segment will include those who purchased from your store last year during this time, but not this year.
SWAK made the following segment of BFCM 2023 SMS customers who did not place an order during BFCM 2024:
How to re-engage lapsed shoppers:
- If they are engaged with your messaging: target them across the channels they’ve subscribed to with an extra incentive to sweeten the deal and copy that shows you’ve missed them this year.
- If they’re not subscribed or not engaged: re-target them on social. Sync this segment to Google Ads or Facebook Advertising and show them specific ads that remind them of the value of your brand.
Window shoppers
Why: These shoppers may just need an extra nudge to go from a casual browser to a committed customer. Spur a purchase with targeted messaging after BFCM.
Who: Your BFCM window shoppers browsed your site during this time, but never purchased. Alternatively, you could focus on those who went so far as to start and then abandon their checkout.
SWAK plans to send an extended holiday sale coupon code to this segment of customers who browsed any product but did not purchase:
How to spur a purchase:
- Promote ongoing or extended holiday sales in follow-up messages to drive a purchase.
- Send deals with a deadline or countdown timer that will expire if they don't act fast.
- Add product blocks in email campaigns and flows that showcase the item they browsed.
- Target them with Facebook or Google ads that remind them of the item they were interested in.
New VIPs
Why: Capitalize on recent high engagement and encourage these shoppers to keep up the momentum to stay in this exclusive community.
Who: VIPs are high-value customers. If you already had this segment in your account, it may have grown during BFCM, since shopping volume is often higher.
When creating your segment, input numbers that align with what you consider as a high-value customer.
How to maintain loyalty:
- Trigger an exclusive VIP welcome flow.
- Offer VIP-specific deals or discount codes.
- Provide a space for them to network (e.g., forum, social media, etc.).
- Launch customer spotlights of VIPs leading up to the winter holidays.
- Incentivize them to provide new customer referrals and product reviews.
Learn more about driving brand advocacy in our course: Create a VIP loyalty program.