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11 BFCM Tactics & Strategies that Customers Will Love
Black Friday Cyber Monday, the biggest shopping weekend of the year, has gone digital. The National Retail Federation confirms it: in 2024, on every day of the holiday weekend except Saturday, more consumers bought online. “It doesn’t even make sense for me to leave my house on a Black Friday and fight crowds, if there are any,” says Kristen Tumasonis, marketing director at SuitShop. Zing! And it’s true—lines outside brick-and-mortar stores on Black Friday are increasingly rare.
3 Last-Minute Ways to Lift BFCM Performance with AI
Can you hear the countdown clock tick? BFCM is just around the corner. At this point, everyone wants to be exactly on track according to our BFCM calendar: dotting i’s and crossing t’s, encouraging email subscribers to sign up for SMS, and finalizing gift guide creative. Maybe whistling a leisurely little tune. But prepping for BFCM is more than executing a plan.
10 Black Friday Cyber Monday Marketing Tips for 2024
There’s no one-size-fits-all strategy for BFCM. Brands that stand out in an increasingly crowded landscape lean into their unique strengths. Take lifestyle brand POPFLEX, for example: for BFCM 2023, they wanted to create an intimate VIP experience for every customer, especially those who signed up for the early-access sale. So they ran a shopping spree giveaway in October, requiring entrants to create holiday wishlists on their site.
Q&A: How Helen of Troy activated their first-party DTC data
Helen of Troy is a major, publicly-traded retail group that contains 15 major brands. Their home and outdoor division alone includes 3 huge names: OXO, Osprey, and Hydro Flask. In 2023, those 3 brands had 3M+ subscribers between them. And in 2023, all 3 brands made the switch to Klaviyo. Why? In retail groups of this size and complexity, changing marketing platforms is anything but casual.
How Wimp Decaf Built with Klaviyo from Day One
In June 2024, Wimp Decaf Coffee Co. was a DTC brand with no website—but they had a vision. Founder Matthew Smith wanted to rebrand decaf as a delicious, chill treat. Not a wimpy, second-fiddle option. “We’re asking people to give up the idea that decaf is bad coffee for weak people,” Smith says. He knew decaf’s power firsthand. He used to feel dependent on caffeine. Decaf helped him turn his coffee habit into something sustainable—and he knew it could help other people, too.
Why Agencies Choose Klaviyo as a Partner
More than 6K agencies choose to partner with Klaviyo. It’s a win-win: The agencies help Klaviyo customers power smarter digital relationships through email, SMS, mobile push, and reviews—all in a single, intuitive platform. And Klaviyo puts its agency partners first, empowering them to build profitable, sustainable businesses with trainings on new products, agency-specific tools, and early access to Klaviyo’s roadmap.
How Marine Layer Scaled Their Laid-Back Brand
In 2016, Marine Layer had a complicated goal: grow revenue while staying true to a chill origin story. That story is all about the founder and CEO’s long-time favorite t-shirt—an ancient number he’d loved for years. His girlfriend threw it out. So he set out to build a brand that made clothes just as soft and comfortable as the lost tee—“stuff everyone wants to wear on the weekend,” says Renee Halvorsen, CMO of Marine Layer. “Or every day.” But scaling that concept posed branding challenges.
How Marine Layer Makes Confident, Data-Driven Marketing Decisions
Marine Layer collects so much data on how their customers interact with their brand, you might expect the team to get stuck in endless analysis. In the California-cool apparel retailer’s Klaviyo account, the team can see data going back to when they started on the platform—7+ years ago. That includes information on what each of their email subscribers: Bought online and in stores Clicked in emails and text messages Abandoned a digital cart It’s a lot of information.
10 Email Marketing Tips for Restaurants
There are 23K+ restaurants in New York City. Another 30K+ in LA. In the competitive culinary landscape, email marketing is an affordable, direct way for restaurants to stay top of mind. “Email marketing is a lower lift and a higher reward than paid social and Google Ads,” says Jess Grossman, founder and CEO at digital marketing agency In Social, which works with restaurants like Curry Up Now. But often, restaurants send email blasts to their entire subscriber lists, Grossman notices.
Proof that personalization outperforming blasts (6 examples)
The bigger your subscriber list, the riskier it is to send mass email blasts. Just ask The Messi Store, soccer legend Leo Messi’s lifestyle and apparel brand. As an international superstar and the second most-followed person on Instagram, Messi and his social media posts about the brand helped grow a massive email list. Fast. But in The Messi Store’s early days, the team blasted that whole list—and created deliverability problems that took months to resolve.
6 Email & SMS Attribution Questions You Need To Ask
Attribution is the foundation of all marketing analysis and decision-making. And how your brand approaches marketing attribution depends on your tech stack. If your core email or SMS provider defaults to big, baggy attribution windows that can’t easily be changed, your brand can get stuck in uncertainty. Is this marketing strategy or channel really working? Even if a marketing automation platform lets you customize attribution windows, some uncertainty remains.
A running list of ways brands use Klaviyo's Facebook integration
Email and paid social are both powerful marketing channels on their own. With Klaviyo, brands can send personalized emails at scale, and avoid wildly fluctuating paid media CPMs. With Facebook Ads, brands can reach nearly half the world, and keep a steady flow of new leads coming in the door. (Global population: about 8B. Facebook users: about 3B.) Klaviyo’s Facebook integration connects the two channels, un-siloing them so they can work together.
8 BFCM email tips from Western outfitter Tecovas’s superstar marketing team
Thanksgiving weekend isn’t exactly a holiday for everyone. It’s the time of year ecommerce marketers work hardest: Black Friday/Cyber Monday, or BFCM. “It’s our professional Mount Everest,” says Megan Edwards, email marketing manager at Tecovas. “We know it’s going to be a sprint, but it always comes together.” Online stores see a huge revenue spike over the long weekend—in 2022, online shoppers spent $11.3B on Cyber Monday alone, according to Adobe Analytics—and in 2022, Tecovas was a BFCM winner.
The Male Gazed
Paperback Hardcover Ebook On Sale: | $16.95 9781646222223 | Paperback 5-1/2 x 8-1/4 | 208 pages On Sale: | $26 9781646221462 | Hardcover 6 x 9 | 208 pages On Sale: | $12.99 9781646221479 | Ebook | 208 pages Featuring deep dives into thirst traps, drag queens, Antonio Banderas, and telenovelas—all in the service of helping us reframe how we talk about (desiring) men—this insightful memoir-in-essays is as much a coming of age as a coming out book Manuel Betancourt has long lustfully coveted...
What the 1980s Prairie Revival Can Tell Us About Cottagecore
A tiered calico skirt, an ivory blouse with a lace collar, hair tied back with a wilted ribbon, maybe a basket of lavender and a hand raised to shield eyes from misty sun. I’m describing an image tagged cottagecore. But I could also be describing one of the most popular looks of the early to mid 1980s: prairie style.
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