To win Black Friday/Cyber Monday (BFCM), brands must strategically tailor their offers and messaging based on customer awareness and acquisition goals. This episode breaks down how to forecast revenue from new versus returning customers and craft differentiated offers across channels like paid social, email, and SMS for maximum impact.
Key takeaways
Segment your BFCM revenue goals: Determine how much revenue will come from new customers vs. returning customers to guide offer strategy.
Tailor ad creative and offers to customer awareness: For new customers via paid social, prioritize clear, simple messaging about the offer and your brand. For warmer audiences, focus purely on the compelling offer.
Leverage email and SMS for existing customers: Craft personalized offers based on purchase history, loyalty, and product preferences to make them feel exclusive and drive repeat purchases.
Implement early access or VIP incentives: Offer loyal customers exclusive early access to sales or special deals to reward them and create urgency.
Utilize dynamic inventory offers: Target specific customer segments with flash sales on excess inventory (e.g., specific colors or sizes) via email to move product efficiently.
As Q4 kicks off, one of the biggest levers brands can pull is their offer strategy. In this episode, Richard Gaffin (Director of Digital Product Strategy) and Taylor Holiday (CEO) break down how to design offers that maximize both new customer acquisition and retention during Black Friday/Cyber Monday.They walk through insights from CTC’s Black Friday/Cyber Monday Offer Database—a collection of 679+ offers from top eComm brands—and explain how to tailor messaging across channels like paid social, email, and SMS.You’ll learn:Why BFCM is the biggest new customer acquisition moment of the yearHow to balance broad sitewide discounts with segmented offers for VIPs or inventory clearanceThe trade-offs between discount depth, inventory availability, and timing across the holiday seasonCommon pitfalls brands face (like over/under-spending and missing the true margin math)Why transparency about your actual market position matters when setting offer expectationsIf you want to build an offer strategy that actually maps to your numbers—and not just guesswork—this episode will get you there.Show Notes:Go to https://bit.ly/4mFOWa1 to get 20% off your first 3 months of Omnisend with code CTC20.Join over 15,000 merchants protecting their revenue with Chargeflow. Use our promo code CF30 and start saving money, time, and sanity today: https://app.chargeflow.io/auth/sign-in?utm_source=ctc+hotline%2C+podcast&utm_medium=cpc&utm_campaign=CTC+Hotline+%26+Chargeflow&utm_id=CTC+Hotline</p
What does this episode say about paid acquisition?
Segment your BFCM revenue goals: Determine how much revenue will come from new customers vs. returning customers to guide offer strategy.
What does this episode say about email & sms?
Tailor ad creative and offers to customer awareness: For new customers via paid social, prioritize clear, simple messaging about the offer and your brand. For warmer audiences, focus purely on the compelling offer.
What does this episode say about customer retention?
Leverage email and SMS for existing customers: Craft personalized offers based on purchase history, loyalty, and product preferences to make them feel exclusive and drive repeat purchases.
What does this episode say about conversion & cro?
Implement early access or VIP incentives: Offer loyal customers exclusive early access to sales or special deals to reward them and create urgency.
What does this episode say about paid acquisition?
Utilize dynamic inventory offers: Target specific customer segments with flash sales on excess inventory (e.g., specific colors or sizes) via email to move product efficiently.
