Black Friday / Cyber Monday Crash Course

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Overview


With Black Friday and Cyber Monday quickly approaching, setting up and executing your sending strategy in Klaviyo is top of mind. We’ve helped tens of thousands of businesses set up and send their Black Friday campaigns over the last few years. That’s why we’ve put together some resources to help you get up and running as quickly as possible.

Follow along with the slides below, or download them here.

Black Friday / Cyber Monday Checklist

In this video, we’ll start from the beginning and walk you through the following checklist:

  1. Integrate your ecommerce platform with Klaviyo (5 min)
  2. Sync your contacts from your previous ESP (10 min)
  3. Integrate with Facebook (5 min)
  4. [Optional - Shopify only] Set up a Back in Stock flow (1 hr)
  5. Set up an Abandoned Cart flow (10 min)
  6. Send at least 3 campaigns before you start sending for BFCM:
    1. Your first day on Klaviyo, send to a 30-day engaged segment (30 min)
    2. Your fourth day on Klaviyo, send to a 60-day engaged segment (30 min)
    3. Your seventh day on Klaviyo, send to a 90-day engaged segment (30 min)
  7. Create the following segments (10 min)
    1. VIP Customers
    2. 2017 BFCM Purchasers
    3. Post-Thanksgiving Purchasers
    4. Window Shoppers
    5. Non Opted-in EU Contacts
  8. Temporarily decrease your Smart Sending window to 4hrs (1 min)
  9. Create a content schedule
  10. Create a content strategy
  11. Create and schedule your campaigns (2 hrs)

Black Friday / Cyber Monday Segments

Below, we've outlined the segments that you should build in preparation for BFCM.

VIP Customers

These customers represent those who purchased from you recently, frequently, and at a high value. For our business, we're defining frequent as at least 3 times, and recent as in the last 16 weeks. These numbers will vary depending on the types of products you sell, but this is a good starting point.

We are also targeting customers who have spent at least triple our average order value ($100). To calculate your business' average order value, check out this article.

2018-11-06_13-18-26.png

2017 BFCM Purchasers

These are customers who purchased from you around the same time last year. This is a good group to target once more to ensure that they are aware of the sales you're promoting. If your business wasn't around during this time last year, don't worry about creating this segment and skip to the next one.

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Post-Thanksgiving Purchasers

This isn't a group of customers that we are going to send to, but rather one that we will exclude towards the end of the holiday weekend. This segment will include anyone who places an order after Thanksgiving and takes advantage of your BFCM offers.

This is a good group to exclude from emails that aren't relevant to people who have already purchased during the current BFCM season. It's also useful to keep an eye on this group for analytics purposes and to gauge how many people are purchasing compared with last year.

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Window Shoppers

This segment includes people who have displayed interest in your brand, but haven't actually made a purchase yet. This is a good group to target heavily during the holiday weekend. Consider offering them a higher discount to push them towards making their first purchase.

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Non Opted-In EU Contacts

This is not a segment that we are going to send to. Instead, we're going to exclude them from all of our BFCM campaigns to ensure that we're not in violation of GDPR.

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Black Friday / Cyber Monday Strategy

Below, we'll run through who you should send to, when, and what you should send them. We've also included some examples of BFCM emails from 2017 for inspiration.

Thursday, Nov 22 (Thanksgiving)

8AM Campaign

hey-vip-black-friday-starts-now.png

Invite your customer base to BFCM by telling them what to expect in terms of discounts and what time the sale starts. Include a countdown clock to get recipients excited about what's to come.

Include Exclude
  • Newsletter subscribers
  • Window shoppers
  • VIP customers
  • 2017 BFCM purchasers
  • Non opted-in EU contacts

2PM Campaign

hey-vip-black-friday-starts-now.png

Invite your VIP customers to an early access sale by offering them a unique coupon code. This is a great way to foster loyalty amongst your best customers and open up your holiday sales.

Include Exclude
  • VIP customers
  • Non opted-in EU contacts

Friday, Nov 23 (Black Friday)

12AM Campaign

black-friday

This is your first Black Friday email and should be aimed at announcing the start of Black Friday. It's important that you send this introductory campaign to let everyone know that your BFCM sales have commenced.

Include Exclude
  • Your newsletter list
  • Window shoppers
  • VIP customers
  • 2017 BFCM purchasers
  • Non opted-in EU contacts

10AM Campaign

black-friday

Send a reminder email to anyone who may have slept through your first one. Make sure that you put the sales you're offering front and center with a strong call to action above the fold.

Include Exclude
  • Your newsletter list
  • Window shoppers
  • VIP customers
  • 2017 BFCM purchasers
  • Non opted-in EU contacts

6PM Campaign

2018-11-12_14-40-11.png

Send another reminder email to your window shoppers. Because segments update dynamically, this group will grow as people continue to engage with your emails, and shrink as people make a purchase and no longer qualify for the segment.

Include Exclude
  • Window shoppers
  • Non opted-in EU contacts

9PM Campaign

2018-11-12_14-45-02.png

Send a last chance reminder email to everyone. This email should contain a sense of urgency to encourage people to head to your site to make a purchase.

Include Exclude
  • Your newsletter list
  • Window shoppers
  • VIP customers
  • 2017 BFCM purchasers
  • Non opted-in EU contacts

Saturday, Nov 24 

10AM Campaign

2018-11-12_14-51-14.png

Email everyone who hasn't made a purchase yet encouraging them to take advantage of your deals. This is a good time to decrease your email frequency and post more heavily on social media to give people a bit of a break after Black Friday.

Include Exclude
  • Your newsletter list
  • Window shoppers
  • VIP customers
  • 2017 BFCM purchasers
  • Non opted-in EU contacts
  • Post-Thanksgiving purchasers

Sunday, Nov 25

10AM Campaign

2018-11-12_14-54-50.png

Similarly, on Sunday you'll want to send to the same group to encourage them to take advantage of your deals. Remember, people who made a purchase yesterday won't receive this email because they will fall into the post-Thanksgiving purchasers segment.

Include Exclude
  • Your newsletter list
  • Window shoppers
  • VIP customers
  • 2017 BFCM purchasers
  • Non opted-in EU contacts
  • Post-Thanksgiving purchasers

 

Monday, Nov 26 (Cyber Monday)

12AM Campaign

Announce that today is the last day to take advantage of your holiday sale. Be sure to include a countdown timer in the email to foster a sense of urgency. You can include contacts who have already made a purchase because you didn't contact them over the weekend and they may want to make another purchase before the sale ends.

Include Exclude
  • Your newsletter list
  • Window shoppers
  • VIP customers
  • 2017 BFCM purchasers
  • Non opted-in EU contacts

10AM Campaign

2018-11-12_15-09-52.png

Use a unique coupon code to offer an additional discount to those who haven't made a purchase yet. Anyone who has recently engaged with your emails but hasn't purchased will fall into your window shoppers segment.

Include Exclude
  • Window shoppers
  • 2017 BFCM purchasers
  • Non opted-in EU contacts
  • Post-Thanksgiving purchasers

9PM Campaign

2018-11-12_15-15-53.png

This will be your final campaign sent to your broader audience. Make sure they know that your sale is ending in hours and that they don't have much time if they want to make a purchase.

Include Exclude
  • Your newsletter list
  • VIP customers
  • Window shoppers
  • 2017 BFCM purchasers
  • Non opted-in EU contacts

 

 

 

Tuesday, Nov 27 

10AM Campaign

2018-11-12_14-51-14.png

Email your VIPs and window shoppers with an exclusive offer than only lasts 24 more hours. This Cyber Monday "extension" is a great way to show you care and giving this group one final towards purchasing. You can offer this extension by including a unique coupon code that expires in 24 hrs.

Include Exclude
  • Window shoppers
  • VIP customers
  • Non opted-in EU contacts
  • Post-Thanksgiving purchasers

Additional Resources

Want more Black Friday and Cyber Monday tips? Check out our additional resources:

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