Do you know why they call it Black Friday?
The story retailers have told for decades: it's the first time all year the books flip from red to black.
They operated at a loss most of the year, then made the bulk of their money between Black Friday and Christmas/New Year's. Kind of crazy if you think about it.
Ecommerce isn't very different.
For the last few weeks, we've been syncing with every one of our clients at Bylders to lock in final holiday plans. Here are the 10 biggest moves we're making:
→ 1. Nov 1: early access for true VIPs only (no homepage flash sale, just a segment)
→ 2. Second week of Nov: widen it from 3+ purchasers to 1+ purchasers
→ 3. Thanksgiving night: launch Black Friday by SMS, follow with email, keep the creative dynamic
→ 4. Fast follow your winners: 2 to 4 more sends in 48 hours with new subject lines and hero images
→ 5. Bonus: get creative with segments, send more to engaged people and less to everyone else
→ 6. Black Friday is your best deal. Cyber Monday can match it, never beat it
→ 7. Be ready to extend Cyber Monday 24 to 48 hours
→ 8. Dec 1: shipping cutoff goes at the top of every send
→ 9. Pre-Christmas Eve: push Amazon (Prime) listings. Christmas Eve: gift cards
→ 10. Dec 25 to 31 is Q5: people are shopping for themselves, so change your copy
Want the full playbook?
We broke down the why and the how behind every move, plus a date-by-date cheat sheet.
If you still have questions about Q4 and how we like to approach it, just reply to this email. We're happy to help you get it sorted.
If you need help on the growth side, the Pixel Theory team is here to answer all of your questions. If you're thinking retention as you head into the holidays, reach out to the Bylders team.
We work very well together and run almost all of our clients together to deliver a world-class experience. There's a reason customers don't stop working with us, pretty much ever.
