👩‍💻 Prep Your Segments for BFCM Now

Hey, it’s Ray.

Every year, BFCM gets noisier. 

And every year, brands spend more just to stay visible. 

But what if you could get ahead of the rush, cut ad costs, and drive higher conversions before Black Friday even starts?

That’s the power of smarter segmentation. 

And thanks to our official partnership with Klaviyo, we’ve got the tools and insider access to help you do just that.

Here’s how to prep your segments now so BFCM 2025 hits harder than ever.

1. Start BFCM Prep in August (Yes, Now)

Early movers win big. 

In 2024, over 40% of BFCM campaigns were already live by the Monday before Thanksgiving. 

Those brands locked in sales early while ad costs were still manageable.

What to do this month:

• Lock in your segmentation strategy

• Define campaign cadence and timing

• Outline your creative asset needs
  Set goals tied to revenue, not just clicks
  

2. Let Past BFCM Data Guide You

If you ran campaigns in 2024, analyze what worked and what didn’t. 

Focus on performance metrics like:

• Revenue per recipient (RPR)

• Placed order rate

• Conversion rate

• ROI by channel (email, SMS, paid)

New brand? Talk to partners or peers. 

You don’t have to start from zero. 

Learn from others' wins and mistakes.

3. Test Offers Before the Holiday Weekend

Here’s the truth. 

A 25% discount often beats 50% when it’s targeted and timely.

Offers worth testing:

• Free gift with purchase

• Early access for VIPs

• Bundles or BOGO deals

• Free shipping over a specific amount

• Charitable match incentives

• Flash contests or exclusive drops

Test these early. 

Labor Day weekend is the perfect time to see what works.

4. Clean Your Lists Right Away

Your segments are only as effective as your data. Dirty lists lower deliverability and hurt your results.

Quick list cleanup checklist:

• Suppress invalid and bounced emails

• Re-engage or sunset unengaged subscribers

• Keep last year’s BFCM buyers, since they may return again this season
  

5. Build Smarter Segments Using Predictions

Not every subscriber should get the same message.

With Klaviyo’s predictive analytics, you can segment based on what people are likely to do, not just what they’ve done.

Top predictive segments to create:

• Likely to buy in the next 7 to 14 days

• High churn risk

• Top predicted spenders (CLTV)

• Past BFCM buyers

These segments update automatically as customer behavior changes.

6. Plan Your Creative With Purpose

Simplify your design now, so you’re not scrambling in November. 

Decide on:

• Your main email style and visual theme

• Clear CTAs and their placement

• Subject line strategy

• Use of personalized product blocks

Bonus: Klaviyo’s AI Assistant can generate content ideas when you're short on time or inspiration.

7. Set Your Messaging Schedule

Don’t wait until November to decide how often to reach out.

Sample BFCM messaging plan:

• Mid-October: Send BFCM VIP early access opt-ins

• Early November: Launch gift guide and shipping promo

• Week of November 18: Send VIP early access

• Black Friday to Cyber Monday: Daily communication with engaged segments

• After Cyber Monday: Send retention offers and post-sale surveys

Use Klaviyo’s Smart Send Time to optimize when emails go out.

8. Embrace Omnichannel Strategy

In 2024, brands that used both email and SMS saw a 20% lift in revenue. 

In 2025, this approach is essential.

Winning channel mix:

• Email and SMS coordination

• Social media to grow lists and drive traffic

• Website banners and personalized landing pages

• Mobile app-only offers

• In-store activations tied to digital campaigns

Make it easy for customers to discover your offers no matter where they are.

9. Let AI Do the Heavy Lifting

Klaviyo’s AI can boost your efficiency and conversions, especially during BFCM.

Here’s how to use it:

• Predict order dates and lifetime value

• Auto-generate product recommendations

• Optimize send times and test results

• Handle customer questions with smart auto-responders

• Spot and block bots during limited drops

Need help setting this up? 

We’ve got you covered.

10. Follow Through After the Sale

BFCM is the start of long-term customer relationships, not the end.

Post-sale ideas:

• Thank-you emails with future discounts

• Review requests and loyalty program invites

• Retarget one-time buyers

• Share UGC or testimonials from new customers

• Analyze performance and save key takeaways for 2026

  
  

Make 2025 Your Best BFCM Yet

We’re proud to be an official Klaviyo partner. By working directly with their product and strategy teams, we give our clients access to the latest in smart segmentation, predictive insights, and powerful omnichannel growth tools.

If you’re ready to take your Q4 to the next level, here’s how we can help:

Just hit reply, and let’s build your highest-converting BFCM strategy yet.

Talk soon,
Raymond Chen
Founder & CEO, 11 Agency

More Ways to Level Up Your Email Game

If this sounds like a lot to manage, don’t worry, I’ve got you covered.

There’s a lot that goes into building a high-converting email strategy. 

If you’re serious about optimizing your email marketing, let’s talk. 

Here’s what we can do:

✅ Done-for-You Email Strategy: If you’re ready to scale but don’t have the time, we’ll build out a full email system that maximizes your revenue. You can book a call with me here. 

✅ Or, if you just want to grab a free resource, get a FREE 10-page KPI audit and a 128-point health scorecard to optimize your email marketing. Get it here!

Extra Tips to Boost Your Email Strategy

If you’re up about boosting your email game, I’ve got a few more gems for you:

📺 Check Out My YouTube Tutorial
Want to create a high-converting popup form that actually drives results?

In my newest YouTube video, I walk you through the process of designing popups in 2025 that boost email deliverability, grow your list, and drive more conversions. Using tools like Klaviyo and platforms like Shopify, I’ll show you exactly how to optimize your forms for success. 👉 Watch it here: 

📝 Win Back Shoppers with These 10 High-Impact Abandoned Cart Subject Lines
A lot of brands lose potential sales due to ineffective subject lines that don’t grab attention.

We've compiled a list of 10 powerful subject lines that will help you win back those shoppers and boost conversions. Want to see the subject lines that work? 👉 Check out the full list here: 10 High-Impact Abandoned Cart Subject Lines to Win Back Shoppers

💡 Let’s Connect on LinkedIn
I share daily email marketing tips, behind-the-scenes insights, and strategies that actually work. If you’re looking for extra value beyond this newsletter, let’s connect!👉  Follow me here.