This post outlines an advanced Black Friday Cyber Monday strategy for Shopify stores generating 6-figures and above.
Every brand, and consumer, is prepared for an onslaught of emails, offers, and discounts.
In a weekend where inboxes are cluttered and crowded, personalized messages is your best bet to cut through the noise.
Follow this playbook to simplify your planning and amplify your message.
To truly succeed, there are 4 key requirements you’ll have to execute:
- Data-driven segmentation and personalization
- Multi-channel engagement (email and SMS)
- Strategic timing and content optimization
- Continuous analysis and real-time adjustments
Implement this strategy to maximize BFCM revenue, improve customer engagement, and set the stage for long-term growth.
And definitely customize each element to fit your specific product offerings and customer base 😃
Some key action items:
- Start preparation 2-4 weeks before BFCM (late September is ideal!)
- Set up advanced segmentation in your Email Service Provider
- Prepare all technical elements
- Execute the day-by-day campaign plan
- Conduct thorough post-BFCM analysis
How to Use This Playbook
Start by reading through the entire playbook to understand the comprehensive BFCM strategy.
Then, follow the chronological structure, beginning with Pre-BFCM Preparation at least 2-4 weeks before the event, and customize the provided templates, segmentation strategies, and tactics to fit your brand and customer base.
Let's dive in before the madness begins!
Day One: Thanksgiving
Email #1: 7:15 am
Invite your customer base to take part in your BFCM deals 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.
Email #2: 1:15 pm
Offer your VIP customers early access to your promotions with a unique coupon code or other incentives, which helps build brand loyalty amongst some of your best customers.
(Optional) SMS #1: 2:45 pm
Drive the start of your BFCM offerings through SMS!
Thursday afternoon SMS messages saw some of the best great engagement throughout Cyber Weekend 2024, so this is a perfect opportunity to kick off your SMS strategy.
Email#1: 12 am
It’s officially Black Friday!
This is your opportunity to announce your promotions and kick off Cyber Weekend in a strong way. Send your first email whenever your sale officially goes live.
(Optional) SMS #1: 11:15 am
Use this SMS to target those who haven’t converted from your earlier email and encourage a sale. This is an opportunity to reach subscribers who may not use email as much directly on their phones
Email #2: 11:25 am
Send this as a follow-up to your first early morning message in order to catch the eye of anyone who may have missed it. Keep your sales and call to action above the fold to ensure they are visible.
Email #3: 3:45 pm
Use this email to entice any window shoppers who engaged with your promotions today.
Segments are dynamic, which means that this group will grow as people engage with your brand, and shrink as people make a purchase and no longer qualify for the segment.
Email #4: 7:45 pm
Now that the bulk of Black Friday has passed, it’s important to create a sense of urgency to encourage late-day sales. Send this message to the majority of your BFCM segments.
Day Three: Saturday after Black Friday
Email #1: 7:15 am
Start off Saturday with an early campaign encouraging those who haven’t yet made a Cyber Weekend purchase to take advantage of your existing promotions.
(Optional) Email #2: 2:15pm
By this time, you’ve likely sent seven or more emails since the beginning of Thanksgiving day, which means that your subscribers could potentially need a break from your messages. Keep this send focused on Window Shoppers.
Day Four: Sunday after Black Friday
Email #1: 10:15 am Campaign
Use this email to remind your subscribers that your Black Friday promotions will run out by the end of the day, and encourage them to take action before it’s too late.
Day Five: Cyber Monday
Email #1: 7:15 am
Cyber Monday is here!
Before announcing your promotions to the world, provide VIPs with early access to your deals.
Email #2: 8:15 am
It’s the official launch of your Cyber Monday promotions!
Send this email to almost everyone on your list and announce that this is the final day to take advantage of your Cyber Weekend sales.
If you have the bandwidth, add a countdown timer to create a sense of urgency.
Email #3: 11:15 am
With your third send of the day, target those who haven’t yet made a purchase with a special discount or promotion to encourage a sale.
(Optional) SMS #1: 3:45 pm
Use this send to inform your SMS subscribers that Cyber Monday sales will be ending soon and entice them to make a purchase before it's too late.
Email #4: 8:15 pm
Time is running out!
Alert your subscribers that Cyber Monday deals will soon expire and that they only have a few hours left to shop your sale.
A countdown timer can be included above the fold.
Day Six: Tuesday after Cyber Monday
Email# 1: 8:15am
Surprise and delight your customers with an extended Cyber Monday sale!
This method is a fantastic opportunity to show appreciation to your customers and drive additional sales after almost a week of promotions.
Wrapping Up
Congratulations!
You now have a comprehensive, data-driven BFCM strategy tailored for your 6-figure Shopify store.
You're well-equipped to maximize revenue, enhance customer engagement, and outperform your competition during the most crucial sales period of the year
Remember, the key to success lies in preparation, personalization, and continuous optimization.
Start implementing these strategies well in advance, closely monitor your campaigns, and be ready to make real-time adjustments.
Your ability to segment effectively, create compelling personalized content, and optimize based on data will set you apart in the crowded BFCM inboxes.
As you execute this playbook, you're not just running a sale – you're creating a tailored shopping experience that resonates with your customers and drives long-term loyalty.
Take what you learn from this BFCM period and use it to inform your strategy year-round.
Now, it's time to put this playbook into action.
Your most successful BFCM awaits – let's make it happen.
We’re rooting for you!
- Your Because BFFs
PS: Need help getting your site set up to capitalize on this? Take the first step to dynamic website content, and book your demo today!
