6 weeks, one easy task per week—15 minutes to complete. By the end, you'll be ready to capitalize on BFCM peak season and retain your customers after the shopping rush subsides.
Shoppers expect discounts during BFCM. So, determining your offer is core to your BFCM strategy.
Rather than make arbitrary decisions, let your data assist.
Your Seguno newsletter and Shopify order data can provide powerful insights. Here are some considerations for piecing your BFCM offer together.
Scroll to “newsletter performance by send date” and ask:
Among Shopify’s many reports for scrutinizing customer behaviors, three are especially helpful for BFCM discount planning.
Use your findings to identify a BFCM Shopify discount enticing to customers yet profit producing.
Load your discount(s) into Shopify now — it’s one less thing to worry about later!
PS: Prevent coupon abuse by checking the “limit to one user per customer” box. Also, restrict the total usage number to one if you’ll be using our recommendation of unique discount codes for your emails.
Be ready for the traffic surge with a popup that captures interested shoppers and clears the path for keeping in touch. And if you plan to run ads for BFCM, converting visitors into subscribers is a must to make the investment worthwhile.
Bonus: growing your list now means a larger audience for BFCM emails.
Create a simple one with Seguno’s popup templates. At a minimum, ask for an email address in exchange for an incentive.
Give it a refresh.
Make sure to connect the popup to a welcome automation. Popups get you in the door, but welcome emails start building the relationship.
Make your BFCM promotions shine with Canva by creating visuals that unite your multi-email series. Not only will your campaign be polished, but consistent branding has an amplifying effect.
Decide the aesthetics of your BFCM email campaign and the hero image you want to lead with. A lifestyle photo? A text-centric image?
Open Canva, begin a new project, and design away:
Did you know you can import Canva images directly into Seguno emails? You’ll do it as part of next week’s task, but for now, take a peek at how easy it is.
We’ve got more ideas — with instructions — for making your hero images pop.
Email inboxes explode during the peak holiday shopping season—especially BFCM and the days leading up to it. An email sequence gets you noticed and provides more chances to convert. Multiple emails perform better than one.
Skip the blank slate and install a pre-built Black Friday campaign from Seguno’s Template store (free for all paying Seguno users). All campaign packages include four sales-based newsletters: early access, “it’s here,” ending soon, and sales extension.
It’s OK if your choice doesn’t match your vision or align with your brand. Templates set the foundation and can be customized.
Copy and paste the Shopify discount code you created in Week 1.
If you set the groundwork for unique discounts (as we suggest), click ‘Generate a unique code for each recipient.’
Put your spin on the series. For each newsletter:
Watch the video below to see campaign customization in action.
Add subject lines, pick your send dates, and schedule your campaign!
Personalization can be a secret weapon for attaining higher conversions during BFCM. To engage your best customers with targeted messaging, start with segments.
Hone in on the customers with the most promise.
We recommend three segments specifically*:
* To use a segment, click on the link, save the segment and give it a name.
How many segments you target and what you decide to offer will determine the level of tweaking.
Here are a few ideas to make customers feel appreciated:
Whatever you choose, double-check that you select (and exclude) the correct recipients for each campaign email.
While BFCM is a season for boosting sales savvy brands also use it as a launch pad for fostering long-term customer relationships. Review requests provide insightful feedback and build trust, which is essential for retaining customers beyond BFCM.
Start with a pre-made framework — Seguno’s review request automation — and:
Automate a review requestOnce you receive a review, then what?
How do you file it internally? Is there a mechanism to publish it? Do you have a way to respond?
Seguno Product Reviews helps with all of these tasks, plus the request and collection process. While its primary job is gathering social proof, our tool also empowers you to listen and react to what your customers say.
The best part: it’s free!
And that’s a wrap on our six-week BFCM Email Prep!
If you’ve kept up with the tasks, rest assured that you can put email marketing aside for the other pressing business tasks on your plate.
Wishing you the best BFCM ever!