The Tips You Need for Black Friday/Cyber Monday Email and SMS
Shopify Masters · with Jacob Sappington · November 7, 2023 · 29 min
Summary
For Black Friday/Cyber Monday, merchants need to be more aggressive with email and SMS marketing. This includes sending more campaigns to a broader audience than usual and leveraging both channels for acquisition. Focus on list growth year-round to maximize Q4 performance, and ensure clean data segmentation to optimize deliverability and avoid bot-inflated open rates.
Key takeaways
During BFCM, increase email and SMS campaign frequency and expand audience segmentation to generate more sales. The expert recommends sending three emails on Black Friday and multiple emails/texts on Cyber Monday.
Prioritize year-round list growth for both email and SMS, as these channels act as multipliers for acquisition efforts, especially leading into peak seasons like BFCM.
Implement robust data cleaning strategies to filter out bot opens from Apple Privacy features. Maintain a target open rate of 35-40% on cleaned data to ensure deliverability and accurate performance measurement.
Avoid overly narrow segmentation (e.g., 30-day engaged audiences) outside of BFCM. Send as broadly as possible without harming deliverability to capture revenue from less frequent but still valuable customers.
Utilize email and SMS as owned channels for acquisition. Optimize opt-in rates to create a flywheel effect, allowing increased paid ad spend due to better conversion potential from owned channels.
During BFCM, increase email and SMS campaign frequency and expand audience segmentation to generate more sales. The expert recommends sending three emails on Black Friday and multiple emails/texts on Cyber Monday.
What does this episode say about dtc strategy?
Prioritize year-round list growth for both email and SMS, as these channels act as multipliers for acquisition efforts, especially leading into peak seasons like BFCM.
What does this episode say about customer retention?
Implement robust data cleaning strategies to filter out bot opens from Apple Privacy features. Maintain a target open rate of 35-40% on cleaned data to ensure deliverability and accurate performance measurement.
What does this episode say about email & sms?
Avoid overly narrow segmentation (e.g., 30-day engaged audiences) outside of BFCM. Send as broadly as possible without harming deliverability to capture revenue from less frequent but still valuable customers.
What does this episode say about email & sms?
Utilize email and SMS as owned channels for acquisition. Optimize opt-in rates to create a flywheel effect, allowing increased paid ad spend due to better conversion potential from owned channels.
