If there’s any shopping period where Shopify store owners should build strategies around, it’s Black Friday-Cyber Monday (BFCM). But how can online merchants reel in the attention of consumers overwhelmed by sales and CTAs coming at them from all sides? 

Strengthening customer-focused emails is the answer. 

Let’s first look at how important BFCM has become for online stores. According to Shopify’s December 2021 data, Shopify store owners collectively raked in a staggering $6.3 billion in sales globally between Black Friday and Cyber Monday, a 23% increase from 2020.

Expect a surge in site traffic during this heavy shopping week. A report from Bluecore noted that  2021 Black Friday site traffic was on average 110% higher than on a typical day across verticals.

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Now to the important part: You want to obsess over your customer-centric emails to ensure they are well aware of your brand’s campaigns over BFCM.

After all, 85% of retailers will be emailing their customers through BFCM, so you don’t want to be that lonely 15% that fails to let them know about your sales and product launches. Joining the fray will ensure you’re top-of-mind for customers both new and old.

So how should you go about delivering personalized BFCM emails? Here are a few points to consider: 

• In these emails, offer exclusive access and promo codes to subscribers, and you can use customer segmentation to tailor those promo codes based on purchasing history or geolocation or whether the customer just joined or has been a fan since day one. 
• Give referral rewards to customers that help you spread the word, which is a win-win for them and their friends who can snag a discount or perhaps take advantage of a two-for-one special.
• Produce visual (read: video) tours of your products so customers receiving your email can get an authentic feel for how it looks, works, etc. 
• Consider sending daily countdown to BFCM emails with fresh news, promos, and tips for getting the most out of your product line.
• Do you have any e-learning materials or content that can educate your customers on your product or services? Those videos can be sticky, meaning customers may return to that email again and again, especially after they receive your products.

Now that you’re prepped for your email marketing campaign for BFCM, it’s time for you to execute and then look over the data post-holiday season and determine what worked, what didn’t, and where you can improve. Good luck!

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