📊 Smart Segments to Target Big Spenders This BFCM

Hey, it’s Ray.

Every Black Friday, thousands of brands chase discounts and volume.

But here’s the truth: the brands that win don’t chase volume, they target value.

Your biggest profits come from a small group of customers who spend more, shop faster, and buy again without hesitation.

This BFCM, it’s time to focus your energy where it matters most: your big spenders.

Here are five audience segments that will help you identify, engage, and maximize revenue from your highest-value shoppers this season.

1. Loyal High-Spenders

These are your consistent top-tier customers, the ones who buy every drop, every season, without waiting for discounts.

Why they matter: They already trust your brand and rarely price-compare.

Strategy: Give them VIP access, limited editions, or early shopping windows. Make them feel like insiders, not just customers.

Subject line idea: “You’ve earned first access, your exclusive event starts now.”

2. Predictive Big Buyers

Use your store data (or tools like Klaviyo, Shopify, or your CRM) to find customers likely to become top spenders.

Why they matter: They’re at the tipping point, a single great experience can turn them into your next VIPs.

Strategy: Reward engagement. Surprise them with small perks, early previews, or product recommendations based on browsing history.

Subject line idea: “Looks like you’re on the fast track to VIP status 👀”

3. Cart Abandoners with Deep Pockets

These shoppers load their carts with premium products but leave before checkout.

Why they matter: Their intent is high, and their order value is higher,  they’re just waiting for the right moment or reassurance.

Strategy: Follow up personally. Add urgency (“low stock”) or value (“complimentary upgrade”) to seal the deal.

Subject line idea: "Your favorites are back, now with an added gift."

4. Seasonal Splurgers

These are customers who only buy during peak events, but spend heavily when they do.

Why they matter: They’re your predictable holiday whales. Once a year, they go big.

Strategy: Get in early with exclusive pre-sale invites and bundle offers before inbox chaos begins.

Subject line idea: “It’s that time again, your VIP access starts now 🎁”

5. Experience Seekers

High-value customers who care less about price and more about how they feel buying from you.

Why they matter: These shoppers are brand advocates waiting to happen, they’ll spend more if your experience stands out.

Strategy:: Highlight craftsmanship, exclusivity, and story-driven campaigns. Turn your product into a status symbol.

Subject line idea: “Our Black Friday Donation”

Build a Smarter BFCM Strategy

Big spenders want relevance, not repetition.

Instead of bombarding your entire list with 10 BFCM emails, tailor each campaign to buyer behavior, average order value, and engagement level.

Even a simple segmentation strategy can double your conversion rate while cutting send volume in half.

This year, don’t chase everyone, focus on the few who matter most.

Your list already holds your biggest revenue drivers; you just need the right strategy to reach them.

If you’re ready to make this your highest-performing BFCM yet, just hit reply and let’s build it together.

Talk soon,
Raymond Chen
Founder & CEO, 11 Agency

More Ways to Level Up Your Email Game 

Q4 is here, and with BFCM and the holidays right around the corner, your email marketing has to be dialed in. 

Every click, every open, and every flow can mean the difference between hitting record revenue or leaving money on the table. 

Here’s how I can help you maximize Q4: 

Done-for-You Email Strategy: If you’re ready to scale but don’t have the time, I’ll build out a complete email system designed to capture more revenue, convert more customers, and keep sales flowing through the holidays. Book a call with me here. 

Free Resource: Not ready to commit just yet? Grab my FREE 10-page KPI audit and 128-point health scorecard, a proven toolkit to quickly optimize your email performance before BFCM. Get it here!

Take Your Email Marketing Even Further

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

📺 New Video: 2x Your Ecommerce Sales in 6 Minutes

Serious about growing your ecommerce brand? In this quick tutorial, I’ll show you how to:

• Build a winning Klaviyo flow

• Improve email deliverability

• Drive more sales with a smarter email strategy
  

Whether you're starting out or scaling, this video gives you the exact steps to make email marketing work. 👉 Watch now:

🎯 Fix Your CTA, Fix Your Clicks
Still seeing low click rates even with solid subject lines and great content?

Chances are, your email CTA needs work. We asked Lawrence Soliman, our Lead Copy Strategist, to break down how to write email calls to action that actually get clicks—plus 5 high-performing examples you can swipe.

👉 Read the blog: How to Write an Irresistible Email Call to Action (Plus 5 Examples!)

💡 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.