BFCM Email Marketing Strategies

Hey friend! Hope your week was great, your numbers have gone up and the BFCM juices are starting to flow! ??

Today I’m bringing you this newsletter with one purpose, and one purpose only, get you ready for the madness of BFCM, like a boss!

Beware, your co-workers will ask you where you got all this knowledge… send them my way ??

Topic of this week ?? BFCM Email Marketing Strategies

Today I’m going to share some Email Marketing strategies for BFCM I’ve used in the past and that have served me well!

Use these strategies wisely as they will put a lot of money in your pocket!

I also have a surprise at the end of this issue so read it through.

Here’s the breakdown of today’s article:

1. Pre-BFCM

1.2 Signup Forms

1.3 Campaigns

1.4 Flows

2. BFCM

2.1 Rules to Break

2.2 Signup Forms

2.3 Campaigns

2.4 Flows

3. Post-BFCM:?What to do now?

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Email Marketing is the most profitable yet most forgotten about medium for sales. If you are not currently making 20-40% of your MRR from Email you need to up your game! And this is particularly more important during Black Friday and Cyber Monday!

Let’s go for it! This is going to be packed full with actionable steps for you to crush it! ??

→ Pre-BFCM:

Signup Forms:

2 weeks to 1 month before BF you want to gather as many new subs as possible!

Start by doing one of three things in your pop ups:

% off

$ off

Giveaway

Always promise early access to BFCM deals when they signup! People like exclusivity.

Campaigns:

Pre-BFCM is all about prepping your current subscriber base and new subscribers to be more in tune with your brand and values.

Send campaigns like:

- Brand Story

- Founder Story

- Your USPs

- Testimonials & UGC

- Incentive to Reply (Very good for deliverability come BFCM)

- Meet the Team

Solely use these campaigns to engage with your audience.

Flows:

This is the only time of the year the you replace your “regular” flows for BFCM-specific messaging flows.

One week before the sales actually begin is the best time-frame.

They probably are in your flows because they subscribed on your “early access to BFCM” pop up, tell them when it starts and they’ll be the first to know.

Welcome Series: Tell them all about your brand and values and continuously tease them the upcoming sale (countdown timers work specially well).

Abandonment Series: Remove the small discounts you usually give out and offer scarcity instead. Remember, we want them to purchase during our sale.

Winback Series: Reengage with “warm” leads and present the sale - Text only emails work well here.

→ BFCM:

Rules to break:

#1 -?Don’t send emails to unengaged subs > You can send some emails to unengaged subs

Do this sparingly and don’t go full on selling mode! Try to win them back with content 1 month before BFCM, so by the time you want to sell you’ll have some more people inside your “engaged audiences”.

#2 -?Don’t send to many emails to your audience, it leads to burnout > Send a lot of emails, this is the time to do it!

Progressively increase your send cadence before November 21st, so that you have your audience prepped.

#3 -?Don’t do to many resends > Resends will be a gold strategy

Usually, resends shouldn’t be done more than 1-2 times a month, as they’ll have less OR, they might hurt deliverability. But during BFCM they can lead to thousands of dollars in Revenue. Bonus tip: Always change your Subject and Preview text.

Signup Forms:

This time you should be careful with your pop ups! If you want to give extra discounts make sure that you refer that very clearly. You don’t want people confused, you want them to convert.

Sometimes it’s even better to switch off your signup forms during major sales. That way the user is just focused on one thing only, purchasing.

Campaigns:

This is it! Now’s the time to shine! Ideally you should have everything ready to go weeks in advance so you can just put your feet up and watch the sales pile in.

Whatever your offer is (flat X off, % off, BOGO, Tiered discounts, etc) you need to go BIG, bigger than you have all year!

Remember that your subscribers’ inboxes will be packed with promos! Stand out with your offer, subject and preview texts.

Leverage these:

- Announcement Emails

-Reminders

-Mystery Promos

- Guess the discount

- Xh left

- Teasers, etc.

Bonus Tip: Send 1 full list send, only once! So do it carefully - Ideally during BF week or even on the day.

Flows:

Now it’s even more important that your flows are aligned with the sale you’re are doing.

Welcome Series: Your first welcome email should be repurposed content form your initial sale launch.

If they don’t convert within 24h, send them a testimonial or best seller email. In 12h they should get a sale reminder email.

Abandonment Series: This series must trigger faster than normal, rather than 4-5 days, your should send them all within 48h.

Always push scarcity and FOMO.

→ Post-BFCM:

Now that we have made so many sales that our computers are glowing (hopefully!) it’s time to assess what happened and what to do moving forward.

We have to remember that BFCM is a time of the year where profit shouldn’t be our main focus, but rather the acquisition of thousands of new customers that will increase overall store revenue in the months to come.

The goal for the next months is to nurture these new leads. But please, remember that your audience is most likely burnt out, so give them a break!

Boss move: Send them a plain text email from the founder, thanking them for being a part of this year’s BFCM.

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What are your thoughts? Give me your opinion by commenting on this article below and?I’ll send you a PDF swipe file of email designs and subject line examples for BFCM.

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Cheers,

Bernardo Pita