5 pro tips for BFCM success
As we approach the Black Friday and Cyber Monday season, have you got all your ducks in a row? If you're planning to run a campaign this year, you can expect a significant increase in both new and returning website traffic. But, it's essential to establish a solid foundation to maximize the effectiveness of your campaign. Here are five of my top recommendations for a prosperous month.
Email Segmentation
A batch ‘n’ blast approach never cuts it. Sending the same message to email subscribers with completely different attributes and shopping behaviours never works. Well ahead of your campaign launch, ensure you’ve identified your different customer segments for example, your VIPs, sale shoppers from BFCM last year and tailor your BFCM campaign messaging accordingly. It’ll not only enhance engagement leading to higher open and click-through rates, but by directing them to products or content which is best suited to the recipient means they’re more likely to convert.
Exclusive previews
Exclusivity is so important when it comes to your loyal customers, they love to feel special. Offer them a sneak peek or exclusive access to your BFCM campaign. Remember, this group of customers drive significant revenue for your business, so doing this will not only strengthen your relationship with them but also encourage repeat purchase. Depending on their marketing preferences you can do this via email, SMS or direct mail.
Website optimisation
As mentioned earlier, you'll likely experience a significant surge in your website traffic during this period, and no shopper likes a slow website. Make essential tweaks to your website to ensure swift site speed. Actions to consider are the removal of unnecessary apps or plugins, compressing website images and enabling website caching.
Not sure what your current site speed is, check it out here: https://pagespeed.web.dev/
Customer service
Are you set up for success? Ensure you have sufficient customer service resource in place to manage orders and answer customer queries. If you’re a more established brand you’ll need enough cover across email, phone, chat and social media. Back when I was the Head of eCommerce at This Works and I managed the customer care team, I found that extending the support hours was highly effective e.g. into the evening and over the weekend. I’d also recommend providing FAQs related to your BFCM campaign in your help center so customers can self-help with their queries
Discounting
This is a topic I’m incredibly passionate about. Deploying a discount doesn’t necessarily mean more revenue. Here are some other options to consider. If you think that discounts will erode your margin and encourage the repeat purchase of lower-quality customers, here are some other options you can look to activate.
If you have a loyalty program you could do a double points campaign.
If you know which products are most commonly purchased together, bundle them.
Does your business support a charity? Incentivise your customers to make a charitable donation at checkout.
Want to give added value to your customer's purchase? Deploy a free gift or sample over a specific spend threshold to boost AOV.
In Summary
The BFCM period is a time for your brand to deliver significant revenue figures. To make the end of November as impactful as possible, ensure you have the fundamentals in place to boost your bottom line and enhance brand loyalty.
Not sure where to start? Check out my eCommerce strategy and consultation services here for further information.