BFCM—The Black Friday and Cyber Monday (BFCM) period is often described as a battlefield for marketers. With inboxes flooded and attention spans at an all-time low, standing out requires not blind effort but actual strategy.
Especially for an email marketing agency, BFCM is the most challenging and rewarding time of the year. Managing multiple clients with varied offers means meticulous planning and flawless execution. This case study delves into how we leveraged strategic email marketing to generate over $5,000 in revenue for a client with just 13 emails, focusing heavily on building relationships with customers through innovative approaches—especially with our Heads Up Email.
Understanding the BFCM landscape
For most brands, the BFCM timeline runs from late November to early December, though some extend the period based on their strategy. With such a short window, the pressure to maximize impact is immense.
The secret to success lies in preparation. Before diving into campaign execution, we built a robust pre-BFCM strategy to ensure everything was in place to meet—and exceed—customer expectations.
Pre-BFCM Prep – Laying the foundation
Here’s how we prepared for the BFCM frenzy to ensure our campaigns were both effective and seamless:
- Segment Your Audience: Use behavioral and purchase data to target specific groups with tailored messages.
- Optimize Email Flows: Fine-tune automated flows like abandoned cart and post-purchase sequences to reflect BFCM offers.
- Send Teaser Campaigns: Build anticipation by hinting at upcoming deals.
- Mobile Optimization: Ensure all campaigns render flawlessly on mobile devices.
- Test Thoroughly: Test subject lines, email designs, and links to guarantee everything works perfectly across platforms.
The “Heads Up” Email
Among all the strategies we employed, the Heads Up Email stood out as a pivotal move. Sent the day before BFCM officially began, this email wasn’t about selling—it was about building trust.
Concept
The Heads Up Email was designed to tell customers: “Hold off on purchases today. Instead, add items to your cart and come back tomorrow for exclusive deals.”
Why it worked?
Standing Out in the Inbox
During BFCM, inboxes are bombarded with promotional emails. Our subject line, “Hold off any purchases!”, was a breath of fresh air. It intrigued customers, prompting them to open the email.
Building Trust
By advising customers to wait for the sale, the brand positioned itself as caring about customer savings rather than solely focusing on profits. This genuine approach strengthened the relationship between the brand and its audience.
Driving Cart Activity
Encouraging customers to add items to their cart created a sense of readiness. On BFCM day, they only needed to check out, streamlining their shopping experience.
Execution
The email’s tone was conversational, friendly, and empathetic. Here’s an excerpt:
“Hey there! We know you’ve been eyeing some of your favorites. But here’s a little insider tip—don’t buy them just yet! Tomorrow, everything will be available at a special price. So, go ahead and add your favorites to the cart today. You’ll thank us later!”
We complemented this email with an SMS blast, ensuring the message reached customers across channels.
Results
It was a hit. It recorded one of the highest open rates during BFCM and significantly boosted cart additions, setting the stage for a successful sale day.
BFCM Phase
During the BFCM period, our strategy revolved around balance and precision.
Integrated Email & SMS Campaigns
Instead of bombarding customers with multiple messages, we adopted an integrated approach. On days when we sent SMS campaigns, we refrained from sending emails to avoid overwhelming the audience.
Short, Precise, and Impactful Emails
Every offer was communicated through a series of three emails:
- Announcement of the deal.
- A reminder email halfway through the offer period.
- A final “last call” email before the offer expired.
Each email was designed with convenience in mind. For example:
- Direct links to featured products were provided.
- Landing pages were curated to show the featured products first, minimizing customer effort.
Gratitude-led campaigns – ending on a high note
For the final offer during the BFCM period, we took a unique approach by focusing entirely on gratitude.
Concept
Rather than pushing a hard sell, we used the last series of emails to thank customers for their loyalty. These emails shared heartfelt messages, recounting the brand’s journey and the role customers played in its success.
Why it worked?
Emotional Connection
By celebrating customers, we created a deeper emotional bond, which translated into loyalty and conversions.
Stand-Out Messaging
While competitors sent aggressive sales pitches, our gratitude emails felt genuine and refreshing.
This campaign achieved an impressive 30% open rate and a 1.5% click-through rate—metrics that are remarkable for the final stretch of BFCM.
Post BFCM – Follow up
The BFCM frenzy doesn’t end when the sales do. We ensured the momentum continued through post-BFCM efforts.
Key Actions:
- Thank-You Emails: Acknowledged customer participation and hinted at upcoming campaigns.
- Post-Purchase Flows: Shared tips for maximizing purchases and offered exclusive discounts for future orders.
- Performance Analysis: Evaluated what worked to refine strategies for next year.
Final takeaways
- Preparation Is Everything
A well-thought-out pre-BFCM strategy sets the tone for success. - Customer-Centric Approach Wins
From the Heads Up Email to gratitude-led campaigns, focusing on customer experience pays off. - Balance Is Key
Avoid overwhelming your audience by integrating email and SMS campaigns thoughtfully. - Gratitude Builds Loyalty
Take the time to appreciate your customers—it goes a long way in fostering trust and retention. - Data-Driven Iteration
Analyze performance and refine your approach for future campaigns.
BFCM is an opportunity to build lasting relationships with customers. Through strategic planning, thoughtful messaging, and a focus on customer experience, brands can stand out in the chaos and turn this period into a win-win for both themselves and their customers.
The key takeaway? Success during BFCM isn’t just about selling—it’s about connecting, engaging, and creating experiences that customers will remember.
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