Today, we’re diving into strategies for maintaining momentum after the frenzy of Black Friday and Cyber Monday.
Travis Yee, a Senior Customer Success Manager at PostScript, shares his expertise and actionable insights to help you make the most of the post-BFCM period.
Maximizing Post-BFCM Potential
1. Consistent Communication: Travis Yee emphasizes the importance of not slowing down after BFCM. Brands that continue to engage with their customers in December, sending 15-20% more messages, often match or exceed their November revenue. This period presents a unique opportunity as the marketplace noise decreases, allowing your messages to stand out.
2. Shipping Deadline Campaigns: Creating a shipping deadline campaign flow can effectively drive customer urgency. Start around the first week of December and send regular reminders leading to your final shipping cutoffs. By segmenting your audience based on their responsiveness to these messages, you can create a personalized shopping experience that drives conversions.
3. Engaging New Subscribers: It’s crucial to continue building relationships with new subscribers gained during BFCM. Sending targeted messages with special offers or personalized recommendations to customers who haven’t purchased in the last 90 days can encourage them to purchase.
4. Promoting Gift Cards: Gift cards can be an excellent sales driver during the holiday season. For example, promoting gift cards to highly engaged customers and offering them early access to sales if they purchase by a specific date can be highly effective. This strategy leverages customers’ familiarity with your brand to drive additional sales.
Actionable Campaign Ideas
1. Shipping Deadline Reminders: Construct a message flow reminding customers of shipping deadlines. As the final date approaches, these reminders should become more urgent. Engagement components like multiple-choice questions can help segment your audience and tailor follow-up messages.
2. Personalized Gift Recommendations: Using customer data, send personalized gift suggestions based on previous purchases or browsing behavior. This helps increase sales and improves the customer experience by making shopping more manageable.
3. Post-Purchase Engagement: Follow up with customers after they purchase, asking about their shopping experience. To entice those who still need to buy, provide incentives like discount codes or cashback offers.
4. Founder’s Message: A personal message from the brand’s founder can add a touch of authenticity and connection. This is especially effective during the holiday season when it can be used to encourage feedback or share exclusive offers.
Building Momentum into the New Year
1. Surveying Subscribers: Toward the end of December, send a survey to your subscribers asking what they want to receive from your SMS messages. This will engage your audience and provide valuable data on customer preferences that can inform your strategy moving forward.
2. Continuous Engagement: Rather than tapering off after BFCM, maintain a steady flow of valuable communications, whether through exclusive offers, helpful content, or simply staying top-of-mind.
Conclusion
Travis Yee emphasizes the significance of sustaining momentum after Black Friday and Cyber Monday (BFCM) to achieve a strong finish for the year. By actively engaging with customers, executing targeted campaigns, and utilizing personalization strategies, brands can enhance their revenue in December and position themselves for success in the upcoming year.
