This episode provides a concise, 9-step blueprint for DTC brands to maximize email and SMS revenue during BFCM and the holiday season. It emphasizes leveraging existing customer data and owned channels for profitability, offering actionable strategies for optimizing campaigns, managing customer expectations, and driving conversions in a highly competitive period.
Key takeaways
Prioritize owned channels (email, SMS) and existing customers for BFCM profitability, as new customer acquisition costs (CAC) will be high, making first-order profitability difficult.
Before BFCM, analyze past performance to identify winning offers and repeat them. Don't try to reinvent the wheel, as consistency helps hit revenue forecasts and manage inventory effectively.
Beyond email and SMS, reactivate disengaged VIP customers (e.g., those with 2+ past orders or high historical value) with direct mail campaigns featuring your best offers to bring them back into engaged segments.
Be transparent with customers about your BFCM schedule. Clearly communicate when offers will drop to cut through the noise and condition them to check their inboxes, rather than shrouding promotions in mystique.
Automate calendar invites for customers via email. A plain text email asking customers to add BFCM event dates to their personal calendars can lead to push notifications, bypassing saturated inboxes and increasing engagement.
Align automated email flows (welcome, abandoned cart, browse abandonment) with your BFCM offers. This prevents customer service issues from conflicting promotions and drives higher conversion rates by maintaining message consistency.
Implement a 'partner interrupt' email from the CEO before BFCM. A plain text email expressing gratitude and previewing upcoming promotions can reactivate historical customers, boost engagement, and improve deliverability by cutting through the noise.
For high-intent customers who click emails/SMS but don't convert, set up agile, plain-text follow-up reminders. These can come from customer support, reiterate the offer with time sensitivity, and drive an additional 10-20% incremental revenue.
Create a detailed sending calendar for your email and SMS campaigns. This ensures organization and allows for backup plans if initial offers underperform, preventing frantic, last-minute adjustments and missed targets.
On this episode, we're joined by Adam, the founder of Magnet Monster, a leading email and SMS marketing agency. With 15 years of e-commerce experience, Adam shares a nine-step strategy for maximizing Black Friday and Cyber Monday campaigns. He emphasizes the significance of customer-centric approaches, advising businesses to focus on existing customer data, transparent communication, and aligning messaging across channels. Tune in for actionable insights to enhance your holiday marketing strategies. --- SPONSORS: This episode is brought to you by: Treyd The 2X eCommerce Podcast is sponsored by Treyd, a revolutionary financing service transforming product launches for eCommerce brands. As the ultimate inventory purchasing solution, Treyd lets you sell first, pay suppliers later. Treyd's unsecured funding and credit model improves cash flow, supports larger orders, and even helps negotiate supplier discounts. With a transparent, pay-as-you-go model, Treyd offers unmatched flexibility and minimal onboarding, independent of eCommerce platforms. Experience the power of "Sell first, pay suppliers later" and snooze invoices for up to 120 days. Transform your business with Treyd today on Treyd.io. ★ Support this podcast ★
Prioritize owned channels (email, SMS) and existing customers for BFCM profitability, as new customer acquisition costs (CAC) will be high, making first-order profitability difficult.
What does this episode say about customer retention?
Before BFCM, analyze past performance to identify winning offers and repeat them. Don't try to reinvent the wheel, as consistency helps hit revenue forecasts and manage inventory effectively.
What does this episode say about conversion & cro?
Beyond email and SMS, reactivate disengaged VIP customers (e.g., those with 2+ past orders or high historical value) with direct mail campaigns featuring your best offers to bring them back into engaged segments.
What does this episode say about email & sms?
Be transparent with customers about your BFCM schedule. Clearly communicate when offers will drop to cut through the noise and condition them to check their inboxes, rather than shrouding promotions in mystique.
What does this episode say about email & sms?
Automate calendar invites for customers via email. A plain text email asking customers to add BFCM event dates to their personal calendars can lead to push notifications, bypassing saturated inboxes and increasing engagement.
