Planning For BFCM (Black Friday Cyber Monday) eCommerce Email Marketing Content Calendar

Black Friday Cyber Monday (BFCM), the biggest sales date in the world where you get all of your national and international brands compete for shoppers’ attention by putting their best offers forward, is almost here! Every year these big online stores become even bigger and more competitive.

So how do you make them notice you?

How do you reach out to consumers before they hit that checkout button?

The answer is email marketing.

Brands like yours need quality content that will feed into consumers’ Black Friday fever without losing sight of your brand identity. Here are some tips to help you out this BFCM with the most important thing, staying on brand!

BFCM is incredibly important for eCommerce stores because most of the sales come during the Q4 holiday period and BFCM is usually when the highest revenue days of the entire year happen for D2C eCommerce brands.

How To Do Segmentations In Klaviyo

The email marketing should start way before BFCM. It is important that the content you are creating for this event should be not only relevant to what your prospects want, but also helping them in their consumer needs. The main challenge for eCommerce brands is how to get visibility through the crowded email space while still being able to sell products effectively!

You need fresh, engaging content that speaks to your target audience, delivers value and builds relationships. You need to be able to identify these prospects easily as well as attract them quickly.

This email marketing strategy requires a targeted approach where you can reach out to different kinds of people at different times through different channels.

That’s why segmentation is key!

These are the main audience segmentations you should consider sending during this time of the year. You want to be sending to the audiences that are most likely going to convert and engage with you, especially when the inbox is rather full:

  • Customers who have been engaged (clicked or opened your emails) in the last 90 days
  • Customers who are VIP, Lifetime values of more than >$x (eg. >$200 spending with your store)
  • Customers who have bought from you in the past holiday season

When should you start sending out your BFCM themed emails?

BFCM Content Calendar

2 weeks before BFCM: Promotion of Black Friday Sale, discounts on certain brands/collections by different stores/brands, sharing exclusive discounts with the email list

1 week before BFCM: Pre-sale starts, sending pre-order emails to customers who have previously visited the product page for a particular brand/store but didn’t complete the purchase. Deciding what products should be discounted without being too aggressive or cheap for this big sale date

1 week before BFCM: Reminder about what you are offering on this special day + promote products again that were discounted earlier

2 days before BFCM: Last call for pre-sale offers (if there’s any), start promoting flash sales where you give coupons to customers who open your emails, directing them to the product page of that specific sale offer. You can use social media advertising here as well.

1 day before BFCM: Flash Sales! – create time sensitive offers & limited edition offers

For example, if you’re doing a 50% off promotion for an item, time it so it looks like it ran out within 10 minutes once they open your email. This way it will encourage the readers to act faster and more likely to make a purchase now rather than later!

The day BFCM is about to happen (on Friday): Promote free shipping offers, free gifts for purchases over $x, provide links to FAQs. Make sure that you have an affiliate program during this time because most of your affiliates are online too! And they need help getting new promotions out there!

And lastly, on the day of Black Friday itself: Create daily offers which can be shared through social media with your audience so they don’t miss any discounts

Now that you see what kind of content you need to produce for this holiday season’s email marketing campaign, it’s time to start thinking about your target audience and how to best reach out to them!

Using influencers alongside email marketing:

Remember that email marketing is not the only channel you can use in order to get their attention. Start building a list of influencers in your niche and reach out to them with some deals, discounts or coupons they could promote on social media when Black Friday comes around.

This way you will be able to catch even more leads during this time when everyone is online and looking for deals!

After all, it’s about who can make the biggest sale this BFCM.

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