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[Chapter 6] How to Ensure Your Black Friday and Cyber Monday Ecommerce Marketing Runs Smoothly

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?


Just tuning in? Don’t sweat it! Get your own free copy of our entire 70-page holiday ebook, Rethinking Black Friday and Cyber Monday!

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Chapter 5 of this holiday series doled out ideas for strategies to start three weeks before Black Friday. From building high-value segments to the BFCM-specific workflows that should be stood up by November 18, these strategies will help your brand engage with specific people in the most meaningful ways before the holidays.

The holidays are about making folks feel cared for. By creating segments, you’re able to build customer journeys that are relevant to the individual instead of blasting everyone with the same message (which, more often than not, won’t apply to most people who receive it). 

With segments and journeys specific to Black Friday and Cyber Monday underway, now’s the time to also start stewing about strategic components to have in place during the shopping season.

We’re going to revisit ideas mentioned in earlier chapters of this series, as well as introduce some new must-haves for the holidays when it comes to understanding your customers.

Understand Your Customers and Plan Ahead for Your Future Strategies: Start Tagging

It’s obvious that most online retailers just want to sell more over the holidays. They’re driving the same gimmicky emails into every inbox they can get the address to. And once the sale is made? Well, you’re lucky if you’re one of the few who’s been engaging with a brand that cares. Most experiences, however, aren’t so good once you’ve spun through the checkout.

The moral of this story? Our goal at Drip is to help ecommerce brands gain an authentic and deep understanding of their customers in order to provide more thoughtful (and simply better) experiences. And part of understanding your customers is remembering how they’ve engaged with your store. 

Say “hey!” to tags.

Tags attach a label to a person when they something specific, such as become a customer or take advantage of a specific sale. When you apply tags to people, you can use them to help understand each customer and craft a message that’ll speak to how they’ve engaged in the past.

For example, applying a tag like “BFCM2019” to someone who buys something from your store from Black Friday through Cyber Monday will help you identify these people in future campaigns. Tags make it easy to segment people, write relevant messaging, and trigger specific workflows related to their tags.

There are several ways you can apply tags this BFCM. To be proactive, add action steps to your holiday workflows after certain goals. For instance, if the Black Friday workflow you trigger for 3x+ Purchasers drives them to purchase a product at a price they can’t resist, make sure to apply a tag after they make the purchase.

 

By adding a tagging action after every purchase goal in your holiday-centric workflows, you can rest-assured that you’ll be able to see who's taking advantage of your holiday deals so that you can reach out to them later. 

Another way to add tags to everyone who engages with your brand during BFCM—whether that’s by making a purchase or clicking an email or, really, whatever you want to mark and remember—is to perform a bulk operation after your holiday campaigns have ended.

Performing a bulk op to apply tags to people after the holidays only takes a few clicks, and it gives you some time to think about what tags you want to make while your holiday campaigns are running.

To apply tags in a bulk op in Drip, click People then Imports/Bulk Ops. In Step 1, find all the people you want to apply a tag to by choosing your criteria from the dropdowns. You can also keep adding conditions if you want to find people who’ve engaged across multiple emails. Click Next in the bottom right corner of the screen.

 

Next, in Step 2, choose the action you want to perform. In this case, we want to apply a tag to everyone who clicked on an email in one of my holiday workflows. In Step 3, choose when you want the tags to be applied, and you’re on your way to tagging mastery. 

 

Applying tags to people who’ve interacted with you during your Black Friday and Cyber Monday campaigns makes them easy to find and reach out to.

(Hint: In the end, everyone tagged with buying something this Black Friday will probably want to know what you have going on next Black Friday. Keep them in mind for next year’s campaigns!)

Write Email Copy Now so Your Holiday Campaigns Are a Cinch

We’ve gone over workflows you can create, segments to reach out to, and tags to apply to everyone who comes your way this season. But one huge time-saver you can start knocking out well before the holidays is writing your email copy. 

When your content is in place and your messages are tailored to your segments, building your workflows will go quicker than ever. It’s like baking a cake. The act of making the cake goes a heckuva lot smoother when you have your ingredients laid out in the pre-measured quantities. Just toss everything together and pop it in the oven. 

If you’re adding automated emails directly to your workflows, write your content in a separate document on your computer. Then, copy and paste content into your emails when building the workflow. If you’re inserting multi-email campaigns to your workflows, those can be built ahead of time inside of Drip. 

Once your content is written, add an Action where you want to deploy emails in your workflows. Select which type of email you’d like to send, choose between the Text/HTML and the Visual email builders, and insert your copy.  

 

 

As mentioned earlier, write your emails with your specific segments in mind. If you’re writing emails for a workflow focused on your 3x+ Purchasers, tailor your copy and your offer (if you have one).

The goal from start to finish is to make your customers feel appreciated and cared about. With every workflow, ad, or email, speak to their interests or actions. Engage them with meaningful messages for genuine, long-term relationships that start in the inbox. 

Build Automations That Keep Customers Engaged Throughout BFCM

To make sure everyone who visits your site or makes a purchase over the holidays feels the love—and not just the folks in the workflows you’ve made—there are a few rules and workflows you should have up and running by Black Friday.

1. Post-Purchase Thank You Email

So, you have people cruising through your BFCM workflows, experiencing tailored messaging, being shown relevant ads, and having an all-around good shopping journey with your brand. But what about folks who happen to stumble upon your store and end up buying?

Treat them with the same feel-good experience. One way to start their journey off right is with a simple “Thank you” email after they make a purchase. 

Head to Automation, then click Rules. Click the Make a New Rule button, and get to craftin’ your automated thank you email. Choose what triggers your thank you email in Step 1, then write your email in Step 2.

 

But what if thank you emails are already a part of your BFCM workflows? If you’ve already added post-purchase emails to your BFCM workflows and you’re worried that customers might get two thank yous after they purchase, we have a solution!

In Step 1, you can change who will be affected by this rule.



Click Change, then start adjusting the criteria for who can trigger the rule and who can’t. To exclude people in your BFCM workflows from triggering this rule, make sure it applies to those who are not active in those workflows. 

One benefit to adding post-purchase thank you emails to individual workflows is that you can personalize those emails to align with what came before them in the workflow. However, excluding thank you emails from workflows and creating an automation like this one could save you time and ensure everyone who makes a purchase gets a thank you.

2. Cart Abandonment Workflow

We’ve already discussed the power of abandoned cart emails in Chapter 4 and in Chapter 3, but we’re going to bring it up again in Chapter 6. They are really that effective, and we strongly suggest setting up a personalized cart abandonment workflow.

Cart abandonment workflows ensure that everyone who fills up their shopping cart but doesn’t check out will get a little nudge in their inbox. You’ll be surprised how often someone just needs a reminder about what they left behind to get them back to the checkout. 

Make these emails relatively to-the-point with a clear way to get back to where they left off. Reduce friction as much as possible with these messages.

 

3. Browse Abandonment Workflow

Similar to cart abandonment workflows, browse abandonment workflows are triggered when a shopper shows interest in a product but doesn’t make a purchase. This is perfect for someone who’s perusing your goods and needs a little extra encouragement to make a purchase. 

Show ‘Em What a Black Friday Experience Should Feel Like

The holidays are busy. People are out enjoying the lights strung up, the sounds of the season, the memories made and yet to be made. Why not add to the holiday spirit? 

By checking the boxes for these nitty gritty BFCM details, you’ll ensure that everyone who comes by your site will have a standout customer experience as they shop.

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A mockup of the cover of the Holiday Ebook

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