For BFCM, prioritize marketing efforts overhauling email automations. Strategic, minor adjustments to existing flows using universal content or temporary additions to high-traffic emails can amplify holiday messaging without extensive rework. Focus on conversion optimization year-round, and leverage platform-specific features like Klaviyo's universal content or Drip's snippets to efficiently adapt for seasonal sales.
Key takeaways
Before making any BFCM-specific email automation changes, ensure your standard email flows are fully optimized and performing well. Utilize benchmarks (e.g., from Klaviyo or industry resources) to assess performance.
Instead of a full overhaul, use universal content sections (Klaviyo) or similar features (Drip snippets) to update headers, footers, rewards details, or promotional kickers across multiple emails efficiently with BFCM messaging.
For platforms without universal content, add concise promotional reminders, including expiration dates, to highly visible and frequently sent emails like abandonment flows. Remember to set reminders to remove these temporary additions.
Consider temporarily turning off your welcome series pop-up or creating a BFCM-specific pop-up that feeds into a separate, holiday-focused welcome flow if you are concerned about promotion misalignment.
Update product feeds in emails like win-back or welcome flows to feature holiday-specific items or new arrivals, especially if best-seller feeds might not prominently display seasonal products due to short selling windows.
One of the biggest questions I get this time of year is whether or not you should update your email automations for Black Friday and the holiday season.
Spoiler alert: my answer hasn’t changed since 2022 Inside this episode: Whether you really need to update your email automations for Q4
A smarter way to keep your flows seasonally relevant
The one thing you might want to turn off during BFCM
A quick tweak that could boost conversions in your top-performing flows
How to make your holiday products more visible—automatically _______ Holiday Podcast Episodes & Resources
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Full Episode Show Notes
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Before making any BFCM-specific email automation changes, ensure your standard email flows are fully optimized and performing well. Utilize benchmarks (e.g., from Klaviyo or industry resources) to assess performance.
What does this episode say about conversion & cro?
Instead of a full overhaul, use universal content sections (Klaviyo) or similar features (Drip snippets) to update headers, footers, rewards details, or promotional kickers across multiple emails efficiently with BFCM messaging.
What does this episode say about ai & automation?
For platforms without universal content, add concise promotional reminders, including expiration dates, to highly visible and frequently sent emails like abandonment flows. Remember to set reminders to remove these temporary additions.
What does this episode say about email & sms?
Consider temporarily turning off your welcome series pop-up or creating a BFCM-specific pop-up that feeds into a separate, holiday-focused welcome flow if you are concerned about promotion misalignment.
What does this episode say about email & sms?
Update product feeds in emails like win-back or welcome flows to feature holiday-specific items or new arrivals, especially if best-seller feeds might not prominently display seasonal products due to short selling windows.
