BFCM 2024 Tips brought to you by ECOM DEPARTMENT and Klaviyo

Black Friday and Cyber Monday are almost here! With fewer than average days between Thanksgiving and Christmas this year, early planning is key. Our Head of Email/SMS Marketing, Janella, shares her top tips to help you optimize your campaigns, from segmentation and testing to leveraging past BFCM data.👇🏼

  • Plan early. There are only 27 days between Thanksgiving and Christmas in 2024, sales are expected to begin earlier than in 2023.

  • Lead strategies with segmentation. Identify key holiday buyer personas to target group-specific campaign messaging (examples: deal hunters, gift shoppers, VIPS, window shoppers, impulse buyers, and our personal favorite- espresso shot/engaged).

  • Test test test! A/B test early, and optimize your BFCM strategy based on top performers.

  • Deliverability is key. Overall list health will be vital to landing in the inbox this season, so make sure you’re following best practices and keeping your lists engaged and clean of “deadweight” users.

  • Know how to leverage your past BFCM data. What worked/didn’t work in previous years? How can we use this data to maximize revenue in 2024?

Additionally, we recently attended Klaviyo’s BFCM Partner Roadshow, and here were our key takeaways from this super informative event run by the Klaviyo team:

  • 47% of purchases during BFCM come from repeat customers.

  • Today’s consumers are expecting personalization. During BFCM 2023, there was a +17% higher click rate and a +40% higher avg. order conversion rate with personalized messages.

  • Less is more - Higher discounts do not necessarily equate to higher conversions. 2023 BFCM data suggests brands don’t need to go further than the 20-29% discount bracket. 

  • BFCM ISN’T THE FINISH LINE. 25% of all consumers are still holiday shopping post-BFCM, and 32% of Gen Z consumers are still holiday shopping post-BFCM.

  • Mobile shopping continues to rise, accounting for $156.9 billion in spending, with expectations to dominate holiday sales at 52.5%. Are your campaigns/flows optimized for mobile view?

With these expert tips, you're ready to optimize your email and SMS marketing for BFCM. Keep your campaigns focused, test early, and remember—post-BFCM shopping is just as important. Leverage these insights for a successful holiday season!

Some amazing BFCM resources brought to you by Klaviyo:

Have additional questions? Email our Head of Partnerships and Business Development 👉 ana@ecomdepartment.com

 

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