The Ultimate Guide to BFCM Prep: How to Plan, Optimise, and Maximise Your Black Friday Cyber Monday Sale
The busiest time of the year for eCommerce is right around the corner — Black Friday Cyber Monday (BFCM) is the most anticipated annual shopping event, and now is the time to start preparing.
This year, more than ever, the focus is shifting from sheer volume to long-term customer engagement. Consumer expectations are high. With just seconds to capture your customers’ attention, you need a strategy that stands out in a crowded inbox and marketplace.
From fine-tuning your marketing strategies to optimising your customer experience, setting the groundwork now will ensure your store is ready to maximise sales during the holiday rush. In this guide, we’ll walk you through the essentials to set up your online business for BFCM success.
The importance of BFCM marketing
Marketing during BFCM is about more than just discounts. You need your emails to stand out in a sea of promotions because, let’s face it, everyone’s inbox is overflowing during this time.
The right campaign can grab attention in seconds, and a smart follow-up? That’s what keeps customers coming back for more. Emails are your direct line to your audience, whether you’re offering personalised recommendations, exclusive deals, or time-sensitive reminders that create that "I need this now" urgency. A well-timed, well-crafted email can turn a casual browser into a loyal customer, which is why nailing your email (and SMS) strategy is crucial for sales and long-term relationships.
Campaign ideas to nurture your most engaged customers
Once you’ve identified your VIPs and set up your dedicated segment, it’s time to get creative with targeted campaigns that make them feel valued.
Remember, these customers already know and love your brand, so your messaging can be more personal, less salesy, and a bit more exclusive. Think of it as a conversation between close friends, where you’re not just pushing products but creating experiences that make them feel appreciated.
It’s important to note your VIP strategy shouldn’t consist of sporadic one-off emails. It needs to be a cohesive plan that involves your VIPs entirely. To differentiate VIPs from the rest, add a banner or block to all emails reminding them of their status and the rewards they're entitled to.
That said, here are a few ways to get creative with your dedicated VIP campaign ideas:
1. Early access to new products or collections
Everyone loves feeling like they’re getting something exclusive, and your VIPs should be the first to know about new product launches or collections. Offering them early access rewards their loyalty and makes them feel like insiders. This could be a 24-hour window before the general public gets access or a special preview event for upcoming items.
2. Exclusive discounts or offers
Tailor discounts specifically for your VIPs, separate from your standard promotions. Try a “VIP-only” percentage off, free shipping, or a special bundled deal. You don’t want your VIPs to feel like they’re getting the same deals as everyone else—they deserve something extra for their loyalty. You can use SMS or Whatsapp to make your messaging feel even more direct and personal. Read more here.
Source: Missoma, Milled
3. Birthday or anniversary rewards
Celebrate your VIP customers by offering special perks on their birthday or anniversary with your brand. This could be a discount, gift, or exclusive offer that adds a personal touch and shows your appreciation. A simple “Happy Birthday” email paired with a reward can go a long way in making them feel appreciated. Want to know how to get your hands on this valuable third-party data? Read our insights here.
4. Personalised recommendations
Leverage the data you’ve collected on your VIPs to send them personalised product recommendations based on their past purchases or browsing behaviour. Use Klaviyo's AI-powered dynamic product feed to tailor recommendations automatically. This not only shows that you value their preferences but also introduces them to products they might have missed, encouraging more purchases with minimal effort.
Source: Dae, Milled
5. VIP-only events
Host exclusive events—whether virtual or in-person—just for your VIP segment. This could be anything from an online Q&A with your brand’s founder, a sneak peek of upcoming products, or even a small gathering if you have a physical location. These events help create a deeper connection with your brand and offer an experience that makes VIPs feel even more special.
6. Craft Irresistible Loyalty Programs
Develop a loyalty program specifically designed for your VIPs, with points, rewards, or exclusive tiers for their continued engagement. You can offer early access to limited-edition products, bonus points on purchases, or unique experiences; whichever way you go about it, this can boost retention and encourage more frequent interactions. Check out our recent blog post for tips on building effective customer loyalty programs that drive long-term growth.
Source: Frank Body, Milled
Final Thoughts:
Your VIPs are the foundation of growth for your brand. Take the time to nurture these relationships to reward loyalty and strengthen the bond that keeps them coming back. Tailored campaigns, personalised experiences, and exclusive offers show your VIPs that they’re valued in a way that goes beyond regular marketing.
Whether you’re offering early access to new products, exclusive discounts, or hosting special events, the goal is to make your VIPs feel like they’re part of something. And don’t be afraid to ask them what they want. If you feel stuck or unsure where to start, a simple survey can reveal what they expect from the brand. This also upholds the familial relationship you want to share with your VIPs.
Remember, the more effort you put into these relationships, the more you’ll get back in terms of customer retention, lifetime value, and advocacy. Your customers won’t forget being made to feel special.
