Okay, so inevitably the Black Friday and Cyber Monday sales rush is over, and you are either going to be scrambling to get all those orders packed or feeling slightly underwhelmed because now you know sales are going to slow down significantly or stop altogether…but your sales don’t have to slow down. Many e-commerce store owners struggle to maintain momentum post-BFCM, but there’s a secret to keeping your revenue flowing while giving you time to get those orders out and not feeling overwhelmed by what’s next: automated email flows.
In todays article, I’ll walk you through how to use email automation to re-engage customers, drive repeat purchases, and maximize your post-BFCM sales with minimal effort.
Pro Tip: Don’t leave your new customers hanging after BFCM! Automated emails are your best friend for turning one-time buyers into loyal customers.
Why Automated Email Flows Are Essential for Post-BFCM Success
According to a report by Adobe Analytics, small and medium-sized businesses (SMBs) can see up to 20-30% of their annual revenue during Black Friday and Cyber Monday sales. But it’s not enough to focus on just BFCM. The weeks following BFCM offer one of the best opportunities to build on that success and nurture relationships with your new customers.
If you built a waitlist for a pre-sale or invested in driving a significant amount of traffic, it’s a no-brainer to capitalize on this momentum. Here’s where automated email flows come in, making it easier than ever to keep those customers engaged and ready for their next purchase.
Automated email flows allow you to:
- Save Time: Once set up, automations run in the background, freeing up your time for other tasks—like packing all those BFCM orders!
- Deliver Personalized Messages: Send tailored product recommendations or incentives to encourage more purchases. If your newly acquired customers don’t know your brand well yet, now’s the time to build a relationship that lasts.
- Increase Customer Lifetime Value (CLTV): A strong post-BFCM email strategy turns first-time buyers into loyal, repeat customers. This means that all the money you invested in your BFCM traffic can start driving even more revenue during future sales.
Must-Have Post-BFCM Email Flows
1. Post-Purchase Thank You Series
A post-purchase flow is crucial for building trust and encouraging future purchases. This flow also helps increase Average Order Value (AOV) when done right.
Email 1: The Thank You
- Keep it personal and express genuine gratitude for their purchase.
- Include relevant product recommendations or inform them of production/delivery times.
- Pro Tip: One of my favorite tactics to increase AOV is to say something like, “Pssst, we haven’t closed the lid on your package yet. Want us to add one of these items before it ships? Click here for $5 off now!” This creates urgency and an easy opportunity for customers to add more to their order.
Email 2: How-To or Usage Tips
- Offer helpful tips on how to use their new purchase or cross-sell complementary items.
- A behind-the-scenes photo of you packing orders can make this email feel more personal and engaging!
- Email 3: Upsell or Cross-Sell
- Offer a discount or incentive for their next purchase, or provide a refer-a-friend coupon to increase brand exposure.
2. Abandoned Cart Reminders
Abandoned carts happen frequently, especially during busy shopping periods like BFCM. Automating follow-ups is a proven way to recover lost revenue.
Email 1: Gentle Reminder
- Send a soft reminder with a link to their cart. Make it feel exclusive by saying something like, “Your items are still waiting for you! Complete your purchase now before they’re gone.”
- Add urgency with a countdown timer if possible, which helps nudge customers into action.
Email 2: Offer Incentives
- Add a small discount (e.g., 10%) or free shipping to sweeten the deal.
Email 3: Create Urgency
- Let them know that stock is low or that discounts will expire soon, creating FOMO (Fear Of Missing Out) to encourage conversion.
3. Win-Back Campaign for Inactive Customers
A win-back campaign is great for re-engaging customers who haven’t returned after BFCM. However, timing is important—avoid sending this flow too soon if you plan to run holiday promotions like Christmas.
Email 1: Friendly Reminder
- Remind them of their previous purchase and ask for feedback or a product review to keep them engaged.
Email 2: Special Discount
- Offer a limited-time discount to encourage them to come back and make another purchase.
Email 3: Urgency
- Mention that the offer expires soon or introduce a time-limited bonus to motivate them to act.
4. VIP Offers for High-Spending Customers
For your best customers, it’s worth going the extra mile. VIP offers show appreciation and help drive repeat business from your most loyal customers.
What to Include:
- Invite them to join your loyalty or rewards program, highlighting its perks.
- Offer an exclusive discount for VIP members only.
- Provide early access to upcoming products or sales to make them feel like insiders.
- Pro Tip: Segmenting VIP customers in Klaviyo based on spending thresholds can make these automations even more personalized.
5. Product Replenishment Reminders
If you sell consumables or regularly used products, a replenishment flow is an effective way to remind customers when it’s time to restock.
Email 1: Reminder
- Gently remind customers when they’re likely to be running low. Example: “Are you running low on moisturizer? We’ve got you covered!”
Email 2: Offer a Reordering Deal
- Provide a small discount or bundle offer to incentivize them to reorder sooner.
Tracking and Optimizing Your Automated Email Flows
To make sure your post-BFCM automations are effective, keep an eye on these key metrics:
- Open Rates: How many people are opening your emails?
- Click-Through Rates (CTR): Are recipients clicking on your offers?
- Conversion Rates: How many of those clicks are converting into sales?
- Customer Lifetime Value (CLTV): Are your automated flows encouraging repeat purchases?
Pro Tip: Regularly review and optimize your email flows based on these metrics. Small tweaks can lead to big improvements in sales.
Examples of High-Converting Email Flows
To help you get started, here are some templates you can use:
- Post-Purchase Thank You Email Template
- “Thank you for your purchase! We appreciate your business and wanted to share some helpful tips on getting the most out of your new [Product].”
- After someone makes a purchase, you can set Klaviyo to trigger the thank you series, here’s what this looks like in Klaviyo.
- Abandoned Cart Email Template
- “It looks like you left something behind! Complete your order today and get 10% off your cart.”
- Klaviyo allows users to trigger abandoned cart emails based on how long an item has been left in the cart (e.g., 4 hours, 24 hours, etc.).
- Win-Back Campaign Email Template
- “We miss you! Come back and enjoy 15% off your next order, just for being a loyal customer.”
The key to keeping your sales strong after BFCM is to set up these automated email flows. Whether it’s thanking your customers, offering personalized product recommendations, or running a win-back campaign, automations can help you boost revenue with minimal effort.
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Until next time friend,
Liezle 🦓