Ecommerce Marketing School
Drive More Sales This BFCM With These Expert Email And Segmentation Secrets #618
Oct 3, 2023
Val chats with email expert, Jacob Sappington, about handling segmentation, gift givers, tweaking flows, self-segmentation, aggressive post-purchase deals, managing email lists, timing of email marketing during BFCM, and how to effectively segment customers for maximum sales during the holiday season.
17:26
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Quick takeaways
- Maintain top delivery KPIs by normalizing open rates and sending offers to a broader audience during BFCM.
- Address the gifting aspect by delaying review requests and adding targeted messages to post-purchase flows during the holiday season.
Deep dives
Segmentation for Black Friday Cyber Monday (BFCM)
When preparing for BFCM, it is crucial to focus on segmentation. Rather than narrowing down the audience, take a different approach. Utilize the opportunity to push the boundaries and reach as many people as possible while, of course, maintaining top delivery KPIs. This can be achieved by normalizing open rates and sending offers to a broader audience. Refining the audience can come later, with customized welcome series, adjusted pop-ups, and tailored abandonment flows.
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