Don’t go silent after Black Friday Cyber Monday (Here’s what to send next)

Yeah, I think it's important to know that this is not a sales stage. You're actually kind of building trust in this situation, right? Email 1 should be like, welcome to the family message. Thank them for their purchase and tell them what to expect and maybe share your brand story. And the subject line, something like, welcome to my brand name, here's what's next, for example. Then you roll right into something like an educational, I think is really important. Email 2, how to get the most out of X, Y, and Z. If you're a coffee brand, it's brewing tips. If you're a skincare company, like how to apply that, or if you're apparel, how to style it, right? And I think the key is value here. You're helping them get results from their purchase or be able to talk about it to the next person that they're giving that product to. And it increases that satisfaction when it increases the likelihood that they'll probably buy again. Email number 3 in this series is like social proof. Join 50,000 happy customers. Here's what they think. I feel like reviews, UGC testimonials almost like reinforces like the good decision behavior. And I think that when you think about these couple emails you're following up with people, these should be all sent over like You know, 3 to 5, 5 to 7 days, not all at once.

That's why I don't do video.

So yeah, webcam, webcam is fun. It's the future.

Heck yeah. Where should we start?

Let's see, we are going to talk about post-BFCM survival, basically turning one-time BFCM buyers into repeat customers.

Cool. All right, that sounds good.

All right, let's do this thing. You ready? In 3, 2, One.

From the open to the click, they're the masters of the flow. Just watch your list grow and your leads turn to go. Did we retain you so far, or do we have to extend it? If you want results, you know you gotta send it. Yeah, you know you gotta send it. Yeah, you know you gotta send it. Yeah, you know you gotta send it.

What is up everyone? Welcome back to Send It, where we discuss anything and everything retention marketing, specifically in email. on SMS marketing. My name is Jimmy Kim and I'm here with my co-host, Chase Diamond. All right, Chase. So BFCM at this point is wrapped up and brands are celebrating hopefully record sales. Teams are exhausted and everyone's ready to kind of coast into the holidays.

Yeah, I mean, I feel that and I think that's exactly when unfortunately they lose all the customers that just work so dang hard to acquire.

Those are big facts. You should— you spend thousands and thousands, hundreds of thousands of dollars on ads and you discount your products, you go You work around the clock during BFCM and then what? You go silent for 2 weeks after that?

It's wild, right? It's hard though. You know, brands treat BFCM like the finish line when, you know, realistically speaking, it's kind of the starting line, right?

Yeah. But because here's the reality of things, most e-commerce businesses don't become profitable until that second purchase, right? That's something I learned a long time ago. Your CAC or your cost of customer acquisition is just too high. And with the BFCM discounts, you're usually eating up most margins or you're getting rid of discounted or overstocked product, you really need that repeat purchase to make that money.

Yeah. And BFCM buyers are the hottest leads you'll probably ever have, right? They just gave you money, they know your brand, and that relationship is fresh.

Here, but I'll add to that. If you don't nurture them over the next 30, 60 days, they'll forget all about you and become that one-time buyer, which encompasses something like 70% of most brands online. So today, We're talking post-BFCM survival, how to keep the momentum alive, how to turn those BFCM buyers into repeat buyers and actually make profit from Q4. And I feel like this is an episode, if you haven't listened to, this is a good one for you to listen to. It's not too late to get started. So let's jump right into it, Chase. Let's kick off with the obvious thing. Why, why is BFCM buyers so much more important that you got to be thinking about this right now?

Yeah.

BFCM buyers, I think, are unique for 3 kind of quick reasons. Number one is the recency. Number 2 is the intent. And number 3 is the volume. So in terms of the recency, you know, they literally just bought from you. The relationship, as I mentioned before, is extremely fresh and kind of behavioral psychology tells us that recent buyers are a lot more likely to buy again than someone who maybe purchased from you 6 or more months ago.

That makes sense. Momentum, right? Just like in sports, once you score, you're more likely to score once again.

Yeah, that's exactly right. And I'd say the first 30 days after someone's first purchased is really the golden window where if you can get that second purchase in that window, your chances of getting that third and fourth, et cetera, goes up exponentially.

So, okay, hypothetically, a BFCM buyer who bought on like November 29th, you have until basically end of December to lock them in.

Yeah, that's right. And if you instead wait until January, you lose all of that momentum. They've already moved on. And kind of talking about that second reason I alluded to earlier, is it's intent. So these people didn't just browse, they actually pulled out their credit card and made a purchase from you. There's tons of other companies running sales, but they chose to buy from you. And they're not just window shoppers, right? Like they're actual true buyers and they buy again, right? Hopefully. So even if they came in, let's call it on like a 30% off discount, You know, they're proven they're willing to spend money with you, which makes them way more valuable than someone who's just on your email list, but actually has never made a purchase.

And that's—

And then that third reason is that volume, right? BFCM is your biggest acquisition event of the year. For most brands, maybe 30, 50% of their annual new customers come from Q4. And a decent chunk of those do come specifically from BFCM.

So let's do some math. If you acquired 5,000 new customers during BFCM, you can convert just like 20% of those to repeat buyers in the next 60 days. That's about 1,000 new repeat sales.

Exactly. And repeat customers tend to be worth about 3 to 5 times more over the lifetime than just a, a single one-time buyer.

Okay, so the math is simple. Focus on BFCM buyers in December and you'll set yourself up for a profitable Q1. Okay, that makes a lot of sense, but let's talk about the other 3 months of the year. Let's talk about why that second purchase matters so much financially. Most brands, especially direct-to-consumer, don't even break even on that first purchase because of ads, cost of product, everything else that goes into it. So let's just say your customer acquisition cost during Black Friday was $50, right? Really simple. And you sold a $100 product at 30% off, which is about a $70 revenue. After the product, the fulfillment, the shipping, all the other things that you do, you'll end up making like $20 in gross profit. So ultimately you're probably about $30 in the hole right there.

Yeah, but look at this. Like if the customer buys again, hopefully at full price or near full price, let's just say $100, right? Let's just pretend there's no discount in this instance. Your gross profit might be now $50. So now you take that minus $30, you add plus $50, and you'd be up, you know, positive $20 overall. Okay.

And then the third purchase would just be pure profit because you've covered all the acquisition costs and you're just adding Incremental revenue ultimately, right?

Yeah, exactly right. So I think the entire game can be summed up with this question: how do we get BFCM buyers to purchase 2 to 3 times more in the next 90 days?

That's a good question. All right, well, let's talk about this a little bit more. We know BFCM buyers are valuable, but what do we think that brands do wrong mostly?

I think, yeah, I think the easiest way to describe this is with a single word: silence. You know, essentially they go dark and, you know, completely dark, right? They send maybe a confirmation email, maybe a shipping notification, and then it's crickets, dude, for like weeks on end.

Why do you think that happens?

Yeah, I think, I think a few reasons. And again, logically they make sense, but, you know, hopefully you do the opposite of what most people do. Um, but for one, the team is exhausted and rightfully so, you know, they just survived BFCM. And they not only want a break, but they probably do physically and mentally need a break.

Fair, fair. But that's a business decision that costs money ultimately.

Yeah, that's correct. I think the second one would be, hey, we just emailed them a ton during BFCM. Let's just let them breathe and get some space for a little bit.

Eh, I don't agree with that because, well, I agree with you, but I don't agree with them because it sounds considerate, but it's actually the opposite. You've conditioned to hear from you like daily at this point, and then you just suddenly disappear at that point.

Yeah, it's kind of like you're ghosting them, right? Yeah. And then number 3 would be they're focused on acquisition for the rest of December. You know, they're still running ads, still trying to hit revenue goals, um, and they completely ignore the customers they just converted.

Yeah, people love to chase the new shiny customer instead of working on what they have.

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So Chase, what, what actually happens when you go salad post-BF? And what do you think actually happens?

I think quite simply, your customers forget about you. It's like that simple. You know, there's nothing to remind them that you still exist.

Yeah.

Okay.

That makes sense. They go back to their normal lives, other brands fill their inbox, and within 2 to 3 weeks, they're just a brand I bought during Black Friday. That's probably how people think about a lot of brands.

Yeah, I think that's a good way to put it. And I think when you finally do email them again, and let's call it January, they're like, Wait, who, who, who is this? Oh yeah, I bought from them once.

It's kind of no relationship, no loyalty, just one-time transaction ultimately, right?

Yeah, exactly right. And I'd say the kicker here is your competitors who do follow up are going to steal those customers.

That makes sense. Because if I bought skincare product during BFCM, and then another skincare company is emailing me helpful tips and product recommendations in December, Who am I gonna buy from next?

Not you. Not the brand that went silent. Yeah.

So, okay. What, what do you think, Chase, is the ideal follow-up window?

So I think like you should probably be emailing your BFCM, kind of BFCM buyers, probably within about 24 to 48 hours of actually them receiving it. So of the delivery of the product, not when they purchase, but actually when it arrives.

Because that's when the experience is real, right? They're unboxing, using the product, and they're forming opinions about your product.

Exactly. I know we talked about that first month being important, but that first week in particular is especially critical. So if you can get them engaged in that first, you know, 7 days post-purchase, your repeat purchase rate, you know, will likely go way up.

Yeah. And look, brands win at, you know, the brands ultimately that win are the ones that have a great post-PFCM strategy ready to go before PFCM starts. However, It doesn't mean that you can't get started right now if you haven't gotten started. So let's get tactical here, Chase, because I want to convert a BFCM buyer into repeat customer. I think that there's about 4 stages. Well, you told me about this, but it goes something like this, right? I think that it's like onboarding, education, bounce back offer, and then like a long-term nurture. So let's break this thing down. Okay. Let's talk about it. So stage 1 is onboarding, right? This is like the first week the customer receives their product.

Yeah, that's correct. You nailed it. And the goal with this first step is to really make them feel welcomed and set the expectations for the relationship and what's to come.

Yeah, I think it's important to know that this is not a sales stage. You're actually kind of building trust in this situation, right? Email 1 should be like, welcome to the family message. Thank them for their purchase and tell them what to expect and maybe share your brand story. And the subject line is something like, welcome to my brand name, here's what's next, for example. Then you roll right into something like an educational, I think is really important. Email 2, how to get the most out of X, Y, and Z. If you're a coffee brand, it's brewing tips. If you're a skincare company, like how to apply that, or if you're apparel, how to style it, right? And I think the key is value here. You're helping them get results from their purchase or be able to talk about it to the next person that they're giving that product to. And it increases that satisfaction when it increases the likelihood that they'll probably buy again. And then I think email number 3 in this series is like social proof. Join 50,000 happy customers. Here's what they think. I feel like reviews, UGC, and testimonials almost like reinforces like the good decision behavior. And I think that when you think about these couple emails you're following up with people, these should be all sent over like, you know, 3 to 5, 5 to 7 days, not all at once, right? So that's kind of the first step of the path. And the second is the education. Now, They've had this product for a week or two and they're using it. What and how do you think about education, Chase?

Yeah, I'd say the goal here is to deepen the engagement and position yourself as an authority. So sending content that educates them on the category, not just your product. Say for example, you're a fitness brand. You should send things as simple as like a workout tip, right? If you're a skincare brand, send routines and kind of ingredient education. You know, if you're a food Brand, send recipes. You know, I know that's probably an oversimplification, but it tends to be that easy. And this is gonna allow you to really stay top of mind without being kind of pushy or salesy. Again, the goal here is you're building a relationship and they'll start to see you as more than just a store. You end up becoming a resource for them.

I like the resource thing. How often do you think you should email during this stage? At this point?

I'd say 1 to 2 times per week is probably sufficient. It gives you enough to kind of stay present, but not too many where you begin to kind of like overwhelm.

Sorry, live pod chase dogs. Hopefully you can't hear them at this point. So, all right. So you just said basically 1 to 2 times a week. Okay. That makes sense. All right. Let's go to stage 3 now. Stage 3 is like the bounce back offer. This is where you ask for that second purchase. And timing matters. You want to make this offer and they've experienced the product. While momentum is still high. Usually 2 to 4 weeks post-purchase is the sweet spot here.

Yeah. And with that, the offer needs to be strategic. You can't just say, buy more of our stuff. Right, right, right.

No, you need to frame it like complete a set and you cross-sell complementary products or you're like restock now if it's consumable because 30 days later, a lot of consumables may have been eaten by now or treat yourself to a post-holiday self-gifting angle, something like that. Ultimately, here's the key. Don't go full price immediately because they just bought at BFCM on discount. You should be immediately asking them to pay full price. There's kind of going to be sticker shock there.

Yeah, that's right. So what do you suggest people do?

I call this like the bridge discount, not as deep as BFCM, but not full price either, like 15% off or so. And frame it as because you're part of the family, there's a special offer for you. It's an easy way to kind of talk about it.

Yeah. So the goal, right, is to make it feel more personal, not like a generic mass sale again.

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Yeah. And I think like once they're in the ecosystem, the goal becomes like, how do you keep them engaged? So you have to keep them engaged until they're ready to buy again. So I'd say like this is where you fold them into kind of like a regular email cadence. You know, they get your campaigns, which includes things like new product drops, your kind of educational content, et cetera. But you should probably tag them as like a BFCM 2025 buyer.

I like that.

Or whatever it might be. That way you can segment them for kind of special offers or, you know, messaging later that's specific to it. And if you're watching their behavior, if they open emails frequently, they're warm. You know, if they go cold, you should probably start triggering something like a win-back type email campaign, email flow. And the key here is don't treat them like everyone else. They're recent buyers. They deserve more VIP kind of-esque type treatment.

No, I love the tagging the BFCM buyer, even if you're using just the time bubble or whatever it might be. That's a great way to kind of think about the buyer side of things. All right. All right. So let's get a little specific on campaigns that we can send. Like, what if, if someone is listening to this pod right now, Chase, and they have No idea what to do right now. What are we thinking here? What kind of campaigns can people do?

Yeah, I'd say in terms of like making this hopefully like plug and play and ones that you could build today, campaign 1 could be something like, hey, welcome to the family. You know, the goal here is to send this maybe 1 to 2 days after the product is delivered. It could be like a subject line. I'm kind of just spitballing here, but, you know, welcome to, and then insert brand name. You know, you're officially family, something like that. And then maybe the body copy for this could be something that's like focused on warm and personal where you like, you thank them, you share your brand story, you set expectations, right? I think most people probably get that. And here just include like a soft call to action. Follow us on Instagram, join our community. Don't make like a purchase ask here. This email's, you know, main goal and job should be just to make them feel good about their decision and reduce buyer's remorse.

Okay.

Perfect.

That's a good one, right? That's how you should start. And then for me, campaign 2, to just kind of follow that up, is going to be product education, right? I think that product education is really important and not enough people do it. And you've got to send it 3 to 5 days post-delivery. So the subject line could be like, how to get the best results from your product, right? Including like tips and tricks and tutorials and videos and audio, whatever you have to make it actionable. If you're a supplement brand, when to take it, what to pair it with, what to expect on a timeline. If you're like an apparel brand, like styling ideas or care instructions or how to wear it multiple ways. Look, you got to get a little creative here, but the goal is to ultimately increase product satisfaction while increasing repeat, repurchase likelihood. What do you think? Is that one good?

Yeah, I like that. And then I feel like—

All right, let's go to campaign 3. What's another one we can go for?

Yeah, for campaign 3, it could be something like complete the set, right? So this would be kind of more of the first sales-focused type email. I would say sending maybe 10 to 14 days post-purchase should be solid. Subject line could be something like, hey, you've got whatever product A is. Here's what goes with it perfectly, or here's what to pair with it type thing. Then you can recommend like 2 or 3 kind of complementary products using recommendations based off what they bought, of course. And if they bought, for example, I could say like a facial cleanser, maybe show them a toner or moisturizer. I don't know. I'll have to ask my wife later if that Made any sense. But if they bought running shoes, right, that's what makes more sense to me. Show them socks, maybe a water bottle, et cetera. And then include like a small incentive, maybe like complete your routine. Here's 10, 15% off when you shop today. So again, this is that bridge offer that you kind of talked about before. Not the full price, but not BFCM steep kind of discounting either. Okay.

That's a good campaign. All right. I got, I got campaign number 4 for you. Something you can think about too. All right. So I like the treat yourself campaign. I really, you know, we talk about this Q5 thing, but it's, I'm going to repeat a little bit of what we talked about on that other pod. So if you really want to listen to Q5, we have a whole pod on that. But this is, this is that week, right? That Christmas to New York, the Q5 window we've talked about. It's, it's you survive the holidays, treat yourself, right? Frame self-giving, man. Like people need to treat themselves. They spent all month buying for others. It was holidays, it was exhausting. And the reality is that people saw things that they liked, especially hopefully on your store. So now it's their turn. So you promote your bestsellers, your new arrivals. This isn't about discounts. It's almost like a permission to buy because you're offering it. And again, small incentives doesn't hurt. You deserve it. 10%, 15% off sitewide this week. I think that's a good one. You got another one for me, Chase?

Yeah, I like that. I'd say like the 5th one that you could probably do, and again, I know this can be a little bit cheesy, but it does work, is the whole new year, new you. This is geared obviously for like early Jan. Where everyone's in like goal setting mode. Subject line could be something like start 2026 strong, you know, build your wellness, style, fitness, you know, insert whatever is relevant type routine. You can bundle products into a routine or even like a starter kit and position as helping them to achieve their goals. So like say for example, like a skincare brand, here's like the 3-step routine for glowing skin in 2026. If you're a fitness company, It could be something like, here's your complete home workout kit. And this works because people are motivated and they're spending money in January. It just makes it like a really kind of opportunistic kind of prime buying window. Yeah.

New year, new me. I think that's always a hook. It happens every year, but it works every year. So people continue to do it. And you know what's funny is that brands that are like supplement brands and like fitness brands, right? This is like Their BFCM starts actually in like January, basically when everybody's starting to get into it. All right. Last, last segment I want to kind of jump into. What metrics do you think people should be tracking for post-BFCM strategy? Like we're tagging them, we're going to look at them. What kind of things do you think about?

I'd say there's kind of 5 metrics. So I'll start with the first and we'll kind of run through them. The first would be like the repeat purchase rate. So, you know, what percentage of your BFCM buyers purchased again within 30, 60, or 90 days? That's the first thing I'm thinking about.

Okay. What's, what's good there?

Yeah, that's a good question. I'd say like from all the data I've seen, the industry average tends to be about 20-ish to 30-ish percent within a 90-day window. And I'd say like the, the better brands, kind of brands that are performing well typically are somewhere around like the 35 to 40-ish percent.

Okay. So if you acquired like 1,000 BFCM buyers, 300 of them might buy again in 90 days and you're doing really well then, right?

Yeah. Yeah. 300+ would be great.

Okay.

So I'd say the second one here would be kind of like the time to that second purchase. So how long does it take for the BFCM buyer to buy again?

I love this one. Why does it matter, Chase?

Yeah, because the faster that they buy again, the higher their lifetime value. Someone who buys again in 20 days is more valuable than someone who takes, let's say, 80 days for that same purchase.

Yeah, that's an underrated one. So tracking the average number between your first and second purchase, and then you try to shrink that number ultimately.

Yeah, exactly. And then moving on to the third, uh, the next one would be like the, maybe like the flow conversion rate, right? How well are the post-purchase flows that you have set up? How well are these converting?

So you're talking about like the, you're welcome to your family series, your cross-sells. What's your conversion rate ultimately, right? What's the rate that you should be looking for?

Yeah, that's exactly right. And I'd say if it's sub like 5%, something's probably broken. I'd say good flows here. You know, again, it kind of varies, but they typically convert at like eight to fifteen-ish percent for recent buyers. And then while I'm still here, I'd say the next one would be kind of like the customer lifetime value uplift. You know, are your BFCM buyers worth more over time than your non-BFCM buyers?

Okay, and this tells you, and this tells you if your customer acquisition was good or profitable or not. Because if your BFCM cohort has a lower LTV than your regular customer, you're.

Yeah, exactly right. But if BFCM buyers, however, have an equal or higher lifetime value, that means your strategy is working. And then the 5th one, I think this is the final one I was going to mention, would be like the revenue per subscriber specifically for that BFCM segment. So, you know, track how much revenue that segment generates per person over, let's call it 90 days. You know, this will tell you kind of the ROI on the post-BFCM engagement. Yeah. And then the last one is the cost per acquisition. email strategy that we've been talking about kind of at length today. You know, if you're generating, you know, $50 or more per BFCMBR in email revenue over 90 days, you're doing fairly well. Okay. Okay.

I like that one. That, that definitely is something I doubt people are thinking about very often. I think that that's a great way to look at their LTV and really just dive into what's going on there.

Hey there, it's Chase here. I hope you're enjoying the pod, but I wanna get just 30 seconds of your time real quick. To tell you about one of our sponsors who let us make this great podcast. So first, I wanna start with a question for you. Do you ever find yourself staring at a blank page waiting for inspiration to strike? Your marketing campaigns don't have to suffer when your creativity runs dry. Omnisend has recently launched their most powerful AI update yet, and it is awesome. Its AI completely transforms how you can create and send your next marketing messages. And here's really what's incredible. Their AI doesn't just write your emails, but it actually helps you write really compelling subject lines, preheader text that are geared to increase your open rates and ultimately build customer segments in, in a heartbeat. And just whisper to the AI who you're targeting and it's gonna figure out all the complex segmentation for you. So that way you have no more guessing games. But hey, wait, It gets better. Their AI writer actually now proactively suggests improvements to your copy, and it's gonna adapt to your brand's unique voice and tone while following email marketing best practices. And their personalized product reminders analyzes your browsing behavior to serve up exactly what each of your customer wants and needs to see. And their campaign booster automatically resends emails to people who didn't open or engage with them. Which helps lift revenue by an average of 13%. And now with over 150,000 very happy customers already dominating their markets using Omnisend's email, SMS, and push notifications, plus they have 24/7 amazing support that actually responds fast and is very helpful. You're joining a winning team. So stop wrestling with writer's block and start letting AI do the heavy lifting for you. Visit Omnisend.com and experience the future of marketing automation. Let them know that Jimmy and I sent you, and now back to the pod.

All right, quick recap: BFCM buyers are valuable, very valuable, and we really don't want them to disappear. So you follow up fast, you educate them, make a bridge offer, and you really ultimately need to nurture them long term. And we basically in this pod we talked about those like five campaigns: welcome, the education, the cross sell, the treat yourself, the The New Year's routine, right? And so that's really important. And the biggest mistake that brands can do is going silent. And last but not least, just to recap, make sure you're measuring repeat purchase rate, time to second purchase, flow conversion, LTV of that cohort and segment. And then of course your revenue per subscriber. So if you do all that right, it sounds like BFCM will be a great profitable customer for not only 2025, but even into 2026 ultimately. Yeah. So very cool, Chase. Well, that's the end of the pod here, guys. Thanks for tuning in to the Post-BFCM Survival. We hope that you enjoyed and you got something that you can add or implement into your strategy this year that you're doing. And of course, if you've enjoyed this podcast, as always, please like, subscribe, follow, leave us a rating on your favorite podcast listening platform. And look, there's a lot of ways to connect with us. They're all in the show notes below. You can follow this show on like every social media platform. But the last plug I'll kind of, kind of put here is that inbooks.ai is live. That's a million brands from the fastest growing, I think 10,000+ brands, AI-driven, searchable, contextual, swipe-ready. This is a really cool little platform we've launched. We've got hundreds of people already in it and piling in. So go check us out. I know you probably heard a commercial inside of it, but I wanted to give you one more plug.

Masters of the flow, just watch your list grow and your leads turn to go. Did we retain you so far, or do we have to extend it? If you want results, you know you gotta send it. Yeah, you know you gotta send it. Yeah, you know you gotta send it. Yeah, you know you gotta send it.