Ben and I are breaking down every BFCM email we're sending this year.
Every send, every segment and every flow on our Black Friday and Cyber Monday calendar, walked through live on Wednesday, November 11. One free session with MOVE and Omnisend.
Why it matters
Last BFCM, most brands blasted their whole list and hoped.
I've done it too. I once sent an email to 150,000 Fresh Chile customers with a product in the bundle that was out of stock.
Black Friday makes every mistake bigger, because every send is bigger.
What we'll cover
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The send calendar
Every email from the week before Black Friday through Cyber Monday, and when each one goes out.
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Flows on and off
The flows we're turning on for BFCM, and the ones we're leaving alone.
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Offers
How we build offers that create urgency without teaching customers to wait for a discount.
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Segmentation
How we split the list so a big send doesn't wreck deliverability.
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Live Q&A
Bring your questions. We'll answer them live.
Why segmentation matters
$0.25 per recipient
$774 from one text we sent to 3,038 past buyers on October 4
$0.04 per recipient
$1,900 from one send to 48,000 people
16x the audience, but only 2.5x the money. Per person, the smaller list earned 6x more.
What happens when you take the 48,000 people and segment them properly? That $1,900 could have been $12,200.
That's what we're covering for this BFCM.
Free and live
It's free. Bring your questions and we'll answer them live.
Can't make it? Register anyway. Everyone who registers gets the replay.
