Marketing experts, the media—most everyone considers Black Friday and Cyber Monday to be the holy grail of online retail.
But we’re going to let you in on a little secret—Cyber Weekend doesn’t have to be the end-all-be-all for your business. The original ecommerce playbook is dead and the smartest marketers are changing course—laying the foundation for peak seasonal sales today.
So how do they do it, and what strategies can you embrace to grow your business? Klaviyo hit the road to capture it all in a twelve-episode docu-series. Join us as we take you beyond Black Friday.
12 “edutaining” episodes, 25 actionable marketing tactics
In case you haven’t kept up with Klaviyo’s Beyond Black Friday docu-series, we just released our final episode, wrapping up an eye-opening project that explores how to generate additional revenue this year. Each episode is packed with actionable marketing takeaways and tactics for businesses of all shapes and sizes. With more than 25 tips revealed, it’s sure to be your next binge. But just in case you’re pressed for time—here are three ways you can elevate your ecommerce strategy.
Understand your segments and identify your VIP customers:
At Klaviyo, we believe there are four main ecommerce marketing audiences to address, each worth their own allocation of time and resources:
- Core Marketing Audience—worth 75% of your marketing efforts
- Customer Win-Backs—worth 20%
- Use Caution (potential win-backs who sometimes engage with your brand or are lapsed buyers)—worth 5%
- Low Engagers—worth 0% and an audience to avoid marketing to in order to maintain a high deliverability rate
Since your Core Marketing Audience is worth the most, let’s focus on the most lucrative segment within it: your VIP customers.
These are your high rollers and fiercest brand advocates. They’ve purchased recently, frequently and/or with a high order value. Translation: they’re the most likely to buy from you again. Over the course of the docu-series, Chubbies, SunSki and The Love Is Project all highlight VIP customers as the segment to maximize your marketing to. In order to grow your business, you have to grow these relationships. Ask yourself why you’re loyal to certain brands, and then make your VIP customers feel special. Try offering an exclusive sale, treating them to a complimentary birthday gift or waving shipping costs.
Knowing where best to allocate your time, money and resources will help you fully capitalize on your marketing efforts. As Beyond Black Friday demonstrates, identifying your VIP customer segment and nurturing these relationships with personalized marketing will grow your sales.
Create an unforgettable experience to differentiate yourself:
A recent report by PipeCandy suggests that there are 1.3 million ecommerce companies in the US alone. Knowing this—combined with the sheer volume of marketing messaging consumers receive—you need to stand out from the crowd. Or at least in an inbox or newsfeed.
With bright colors, fun prints and zany marketing campaigns, Chubbies cuts through the clutter, delighting their customers with unforgettable experiences and original content. To learn how these hilarious marketing masterminds tackle their editorial calendar, tune in here.
Similarly, SunSki has its own strategy for standing out. The sunglasses company successfully uses its summer sales season to test new messages or methods on a more receptive audience. Watch here to learn how their Endless Summer Sale promo helped Sunski optimize their sending and advertising approach through Black Friday and beyond.
Continue to learn about your audience:
Personalization is more than just using a first name. There’s so much more to learn about your customers. What styles are they drawn to? How do they engage with your brand? The list goes on and on.
Increasingly, brands are recognizing that their customers demand more relevant marketing—marketing that updates in real-time to their changing preferences and needs. Pros like Chubbies, Sunski and The Love Is Project build customer relationships by listening to and understanding behavioral cues, along with information collected from web-based signup forms. They then translate these buying signals into personalized marketing messages, using advanced automation and segmentation. For instance, SunSki grows their revenue with a back-in-stock email flow that notifies customers when their favorite items are back on shelves.
With 12 episodes, three diverse featured brands, and more than 25 marketing tactics revealed, there’s a lot to take away from Klaviyo’s Beyond Black Friday docu-series. Still, one central theme holds true—your customers deserve marketing experiences that are as unique as they are.
If you’re unable to give them this, then your marketing software has failed you. Klaviyo won’t. We help growth-focused brands drive more sales with super-targeted, highly relevant email, Facebook and Instagram marketing. That’s why over 10,000 innovative ecommerce brands power their marketing through Klaviyo all year-round. Demand more for yourself and for your customers. Join the movement now.