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[Chapter 7] How to Keep Customers Engaged and Coming Back After Black Friday and Cyber Monday Have Ended

Hey! This post is part of a larger series geared toward helping ecommerce sellers understand, engage with, and love more customers this holiday season. After all, that’s exactly what the holidays are about, right?


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While the shopping spree that takes place on Black Friday and Cyber Monday has potential to bulk up your bottom line before year’s end, it’s important to remember that these events are only two days of the year.

With so many people coming by your site and browsing what you have to offer, this is a prime opportunity to plant the seeds for long-term customer relationships. Ya know, the types of relationships that’ll keep your store sailing strong for the other 363 days of the year. 

We’ve focused on the strategies you can start building in Drip ECRM that’ll give customers a great experience before and during Black Friday and Cyber Monday—but what about the post-BFCM calm? 

As other online brands suddenly stop talking with customers, this is a chance for your store to keep fanning the flames of a great customer experience. Remember: Just because the holidays have ended, it doesn’t mean your tailored communication should, too. Deliver the gift of a unique customer experience all year long.

Analyze How Your Holiday Campaigns Performed with Dashboards

Before diving into your post-holiday strategies, evaluate how your pre- and peri-holiday strategies performed. Understanding what worked, which segments were engaged, and what types of workflows resonated the most with your customers is crucial to optimizing your future strategies. 

Dig into each email you sent over the holidays and understand how they resonated with people. Performance metrics such as open rate, click-through rate, and revenue earned for one-off emails can be found in your Broadcast Dashboards.

Broadcast email dashboard showing revenue

Workflow Dashboards display comprehensive data about your holiday workflows. See how many people were active in your workflow by day, learn how long it took someone to make a purchase, see how much revenue each workflow earned, and even dive into the data from any split tests that were running in a workflow.

Then, to gain an even deeper understanding of your holiday strategies, start clicking into individual Customer Profiles. For example, filter people to find ones who made a purchase over the holidays, and click into their Profiles to get a clearer idea of what caused them to purchase.

Learn who they are and how they engaged with your brand leading up to and during BFCM. You’ll learn which emails, workflows, and experiences had a big impact on people so that you can take those insights and apply them to your post-BFCM strategies. 

Empower People: Ask Customers for Feedback and Reviews

One way to keep customers engaged past the holidays is to ask for a review of what they purchased. Reviews of your goods are useful in a few different ways.

  • Customers feel valued. Asking someone for their opinion on a topic is a great way to show that you put stock in their opinion. They become an authority on a topic, they’ll feel empowered, and it acknowledges their thoughts and feelings about the experience, product, and more.

  • Put your brand top of mind. Popping into someone’s inbox after competitors are long-gone from sending emails is a prime way to stay in the minds of customers. Keeping the relationship going while everyone else is in marketing hibernation will put you ahead of the competitors when the next holiday rolls around.

  • Influence future shoppers. Ninety-five percent of online shoppers check the reviews before making a purchase, and 88% are influenced by the reviews they find. With such an incredible opportunity to have a positive impact on shoppers, asking for product reviews is a must.

  • Sell more products. The purchase likelihood for a product with five reviews is 270% greater than the purchase likelihood of a product with no reviews. Even if you can gather up a few reviews for specific products, you’ll see a marked difference with how in-demand those goods are versus one with no reviews.
     

  • Establish trust with everybody. Plastering reviews—good, bad, and in-between—somewhere on your website shows that your brand is up-front and transparent. This level of transparency builds trust between your store and its customers, which only bolsters the entire customer experience. 

Asking for reviews can be a seamless and automated process with the right workflows. Here’s a prebuilt example of a simple Product Review workflow. If you want to give your customers a bit more time to fall in love with their purchases after the holidays, just adjust the time delay in your own workflow and let it roll!

Drive Loyalty with Next-sell or Recommended Products 

There are a lot of things you can do while marketing your online store that will make customers feel appreciated. VIP customer specials, sneak peeks at new products, a message on their birthday—each of these relationship-boosting strategies shows recognition and appreciation for the customer. 

Another way to show people that they’re more than an email address is to remember what they’ve done and continue their journey. Next-sell messaging and tailored product recommendations enhance ecommerce experiences, and they’re quickly becoming an expected part of online shopping.

When you consider that 91% of consumers are more likely to shop with brands that remember them and offer relevant recommendations, putting a next-sell strategy in play becomes a no-brainer. Plus, with Drip’s personalized content, it’s quicker than ever to suggest products unique to each customer and what they’ve bought.

Dynamic Recommendations is an easy-to-add content block for ecommerce stores inside of Drip’s Visual Email Builder. Just drop one (or several) of these content blocks in your next product recommendations email, and let the dynamic language take it from there.

Recommendations will automatically populate with a product that best fits the customer’s past purchases. You won’t ever have to sweat fumbling a product rec with these features:

  • Products will be excluded from recommendations if the customer has already purchased the item.

  • Products will be excluded if the item is out of stock.

  • With Shopify you can exclude products in Drip, add a “Drip Do Not Recommend” product tag in Shopify to any products you don’t want to recommend.

  • If a customer does not have order history, the Recommendation content block will default display your store’s Top Selling Products.

 

 

Product recommendations are a great way to help customers feel recognized and remember—instead of totally forgotten post-BFCM. This strategy empowers online brands to engage shoppers with more of what you have to offer, and it encourages repeat purchases and customer loyalty. People like it when shopping for what they like is made easier, and this is a quick way to do that. 

And just like we talked about for your BFCM campaigns, don’t forget to keep an eye on how your product recommendation emails or workflows are performing. You’ll be surprised how much revenue a tailored rec can bring in for both the short and long term.  

Analyze, Optimize, and Keep Customers Engaged After the Holidays

People are shopping online outside of Black Friday and Cyber Monday. And just because those days fall outside those shopping holidays, that doesn’t mean that those shoppers deserve anything less than a great customer experience.

With a close eye on how your holiday campaigns performed and understanding which parts resonated with your customers the most, you can start building strategies that’ll keep them close all year long. Dig into your dashboards and start brainstorming ways to keep your holiday customers engaged. From asking for reviews to providing custom product recommendations, put your brand top of mind for a long time to come.

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A mockup of the cover of the Holiday Ebook

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