How To Unlock Thousands Of Extra Buyers Before Your First BFCM Email Goes Out

Hey it’s Max from The Inbox Newsletter.

With BFCM a few weeks away, I wanted to share why you shouldn’t sleep on this one BFCM strategy that can unlock thousands of extra buyers across your next few weeks of sends.

If you don’t do this before your first BFCM email goes out, it’s not a stretch to say you’re going to be leaving a lot of money on the table (we don’t want that).

Let’s get into it!

Building Your Unsupress Segment

If you weren’t already aware, your Klaviyo account is probably sitting on thousands of suppressed profiles right now.

That’s completely normal…

Over the course of a year, past buyers and window shoppers get cut off every so often to keep the list clean and your Klaviyo bill down.

The thing is, those are profiles you’ve already paid ad dollars at one point to acquire…which means if anyone is ever going to come back and buy from you, BFCM is when it’s going to happen.

So to pull these people back, the solution is a one-time unsuppress segment that catches every suppressed profile who has ever engaged before…

That way you can strip the suppression off and get them back on your list before your first BFCM email goes out.

Here’s the definition to build that out inside Klaviyo:

• Someone cannot receive email marketing because they were manually suppressed

• Has ever opened an email, OR browsed the site, OR placed an order in the past 730 days

• AND has never marked you as spam

Once that’s built, check the size of the segment, adjust the lookback window if needed, and unsuppress every profile inside it.

Now you have thousands of extra profiles sitting on your send list heading into BFCM.

The added bonus is that a solid portion of them will actually re-engage because of the sheer strength of your BFCM offers hitting their inbox, which pulls them right back into your engaged segment on the back end.

It’s a win-win all around.

Your BFCM Strategy (Launches, Closes, + Everything In Between)

Now you’ve got these people back sitting on your list, the next question is how to actually send to them (plus the rest of your list) across the next few weeks of BFCM.

I’m a huge believer in going wide during BFCM.

This is the one time of year where you have permission to send to pretty much your full list without overthinking it…

So any offer launch or last chance send should go to the full list. You want them to receive both your emails and SMS.

Everything from your Early Access launch to your Cyber Monday last chance... you want maximum eyes on every one of these.

Now for everything in between, alternate between the full list and a wide 365 or 730-day engaged segment. Rotating day-to-day means you’re not hammering those cold profiles every single time across the entire BFCM window.

Now I can already hear some people in the back talking about deliverability…

And I promise you, if you’re heading into November with a healthy sender reputation, a few weeks of elevated send volume + slightly lower engagement metrics won’t break you!

You have the other eleven months of the year to actually recover from any dip in engagement.

Plus, the revenue you’ll pull across those three BFCM weeks is worth way more than the engagement metrics you’d be trying to protect by playing it safe.

The TL;DR: Send more, segment less…

Black Friday / Cyber Monday Prep

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Email Inspiration Of The Day

Brand:
Fatty

Email Design:
https://drive.google.com/file/d/1v0x7He8sXcMLLZ_ovqhSxticyyLhU6Ei/view?usp=drive_link

Notes:
Great halloween email! Love the banger angle and copy they use…

Reply to this email if you have any questions or further content you want covered.

Cheers,

Max Sturtevant

P.S
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