As the holiday shopping season approaches, eCommerce businesses across the UK are gearing up for the biggest sales event of the year. Black Friday and Cyber Monday (BFCM), one enormous opportunity for eCommerce merchants everywhere to build loyal customers who return long after the holiday rush ends. With customers actively hunting for deals, an effective email strategy can be one of your most powerful tools. From pre-holiday teasers to post-sale follow-ups, Shopify email marketing provides the perfect setup for leveraging automation and personalisation to drive repeat sales. In this article, we'll explore the importance of email marketing during BFCM, and provide actionable tips on how to build a successful BFCM email strategy to engage audiences and boost conversions.

Why is BFCM Important in eCommerce During the Holiday Shopping Season?

For D2C brands, especially those using Shopify and similar platforms, BFCM is the prime opportunity to capture a wider audience and elevate sales. Here’s why BFCM matters:

Sales Surge: With online shopping expanding rapidly, BFCM brings in a significant percentage of annual sales. In 2023 alone, UK shoppers spent approximately £9.42 billion over BFCM weekend.

Customer Acquisition: BFCM offers, deals, discounts, and sales attract new shoppers through exclusive deals and referral programs.

Inventory Management: BFCM allows businesses to clear out seasonal or overstocked items, making rom for new products in the new year.

Brand Loyalty: Loyal customers are more engaged and often spend more. BFCM is an ideal time to strengthen loyalty programs by offering exclusive member offers and deals.

The Importance of Email Marketing During BFCM

Email marketing is one of the most powerful tools for eCommerce brands, especially during BFCM when shoppers are flooded with options. With email return on investment as high as £27.72 for every £1 spent, it’s the most impactful way of reaching your audience during the winter sales period. By tapping into Shopify email automation features, you can reach your audience with timely, relevant offers that keep your brand top-of-mind.

Here’s what our client, a British fine jewellery brand, MJ Jones, shared about WIRO’s email marketing impact on their business:

Key Benefits of BFCM Email Marketing:

Personalised Engagement: Create customised offers that speak to your customers' on past purchases or preferences.

Increased Conversions: Well-timed, relevant emails help customers make faster purchase decisions.

Enhanced Loyalty: Regular and meaningful engagement can increase the likelihood of repeat sales and customer retention.

Building Your BFCM Email Strategy

Email marketing remains a high-impact channel for BFCM. How exactly can you design a winning strategy that will lead to bumper conversions this November? Here’s a breakdown of some actionable email strategies :

1. Segment Your Audience for Targeted Campaigns:

Segmenting your email list during Black Friday and Cyber Monday (BFCM) according to customer behaviour, average order value, and product preferences allows you to craft content accordingly and gives you the best chance of reaching the right shoppers. For example: Frequent shoppers: Send exclusive early-bird deals to loyal customers as a reward for their support.

Cart abandoners: Offer a special BFCM discount to those who leaves the website without doing a purchase.

Infrequent buyers: Attract less active customers with higher discounts or free shipping to re-engage them.

2. Leverage Shopify Email Automation:

By using Shopify email automation, you can ensure that your emails reach customers at precisely the right moments. Shopify’s app marketplace offers wide range of tools for email automation, inventory management, and personalised marketing. Use apps like Privy or Optimonk for pop-ups and email captures, PushOwl for web push notifications, and Klaviyo for advanced email and SMS automation, and Rapid Search for helping searchers find products effortlessly with AI.

3. Craft Compelling BFCM-Specific Content:

Shoppers are drawn to unique, limited-time offers during BFCM, so make sure your emails capture that urgency. Highlight the benefits of your deals and include clear, eye-catching calls-to-action (CTAs) to drive conversions. Here are some email content tips:

• Use FOMO: Use urgent messaging with phrases like “limited time only” or “while supplies last.”
• Highlight Value: Focus on how your products can be part of their holiday season or make perfect gifts.
• Showcase Social Proof: Customer testimonials or reviews can increase trust and drive conversions.

4. Incorporate Data from Last Year’s Campaigns:

Analysing previous BFCM data helps in optimising your strategy and avoid repeating past mistakes. Look at what worked well and identify any drop-off points. Were there certain product categories or specific email types that saw higher engagement? Use this data to shape your 2024 approach.

For a more comprehensive approach, consider our eCommerce Strategy Playbook: Conquer BFCM '24 for insights into data-backed strategies for maximising performance during the holiday shopping period.

Conclusion

With the right BFCM email marketing strategy and careful planning, you can elevate your Shopify store’s performance during the biggest shopping event of the year. Whether you're looking to refine your current approach or develop a new one, remember: BFCM email marketing isn’t just about driving one-time purchases. It’s about building connections that last long after the sales season ends.

Get ready for BFCM '24 with WIRO! Access WIRO’s eCommerce Strategy Playbook to unlock powerful insights that will help you dominate this shopping season.