5 Last Minute Email Strategies To Drive Higher Revenue This BFCM Weekend
Email Marketing

5 Last Minute Email Strategies To Drive Higher Revenue This BFCM Weekend

BFCM weekend is one of the most important holidays of the year for ecommerce brands. Make sure your email campaigns are ready to take on the busiest sales period of the year with these 5 strategies!

Anima Hossain

November 19, 2021

November 19, 2021
min READ

BFCM is just around the corner! If you haven't already, now's the perfect time to get your email campaigns ready to tackle the biggest sales season of the year. BFCM weekend makes up 20% of annual retail sales, and last year's holiday raked in $18 billion in onlines sales alone. With email being the highest driver of engagement and revenue (with every $1 spent on email, you get a $38 ROI), make sure your email campaigns are optimized to take advantage of this holiday season.

Fully leverage the power of email using the tips and tricks below to engage customers better along their buying journey, drive retention post-BFCM, and meet your sales goals this holiday season. Let’s dive in!

Collecting the Right Data

With the three steps below you can gather the most important data right from the start of the customer journey. Use that information to tailor their experience with your brand based on their unique needs and preferences.

Sign up forms

Use sign up forms to ask the right questions from the get-go! Ask customers about their preferences, what products they’re interested in or even how often they want to hear from you.

Set up a mobile specific popup form

A mobile-specific popup form is a great way to collect opt-in because they're targeted to mobile users, creating a personalized, relevant and seamless browsing experience. There may be customers that only want to sign up for email or SMS, so you can set up a standard popup form for desktop where SMS signup is optional, and a specific mobile popup form that specifically asks for SMS opt-ins. Not only are you targeting customers through every channel, but growing both your email and SMS list.

Start off with asking your customer for the basics - their name, birthday, and phone number. Then go one step further and ask about their interests, and what they want to hear from you about. By asking the right questions at signup, it'll be easier for you to build hyper-targeted email and SMS campaigns that maximize engagement.


Contests are a great way to quickly add to your email list! Not only are you gaining subscribers when you ask entrants to enter emails, but you can also email them after the concert with an aggressive discount code as incentive to make a purchase. It's not always about the quantity but the quality of subscribers that sign up. Subscribers that sign up during a contest are already engaged with your brand, and interested in your product. With a little bit of work, you can easily drive them to make a purchase during this BFCM weekend.

Setting up the Proper Automations to Drive Revenue and Conversion

Make sure your automations are in tip top shape (and that you have the right ones setup) before the BFCM season. There’s no question that automations directly increase open rates and conversions, meaning more money in your pocket. These are the automations you need to set up to make sure you’re ready for BFCM:

  • Welcome Automations
  • New Customer Thank You Automations
  • Abandoned Cart Automations
  • Browse Abandonment Automations
  • Using Conditional Splits
  • Post-BFCM automations

Segmenting your Audience Properly

Building a strong email is only half of the battle. You need to make sure that you’re sending the right emails to the right people to really maximize your conversion potential. Your targeting strategy should change based on the segments your customers fall into. Make sure you’re segmenting your list based on the preferences they stated in your sign up form,  past purchase behavior, web behavior, and engagement levels.

Focus on Deliverability

A focus on deliverability should be a part of any strong email campaign. What’s the point of sending great emails if no one’s actually receiving them? Center your email strategy around customer engagement and make sure you’re doing the four steps below so your BFCM emails consistently land in your customers’ inbox.

  • Cleaning Your List
  • Creating Welcome and Winback Automations
  • Using Subdomains
  • Sending Consistent and Targeted Email Campaigns

Template Checklist

A quick refresher to ensure your email templates are designed for engagement and optimized to drive the most clicks and conversion.

  • Make sure your emails are as personalized as possible
  • Include clear CTA’s
  • Add social icons
  • Send targeted and concise emails - think quality not quantity!

Wrap Up

BFCM is just around the corner, but it’s never too late to leverage your email strategy to offer a great brand experience to your customers. With the strategies outlined in this above, you’ll have everything you need to create a comprehensive BFCM email strategy that focuses on engagement and driving revenue for your brand.