5 Tips to Keep BFCM Shoppers Coming Back
Get Smart with Segmentation
Over the years, we’ve learned one very important thing: customers really don’t like being bombarded with irrelevant emails. And it’s not just consumers getting picky - carriers are starting to clamp down on spray & pray tactics too.
It’s not about sending less emails, it’s about sending emails that actually matter to the recipient. People don’t mind receiving a few emails a week - as long as they’re relevant. But sending promotions for women’s shoes to someone who only buys men’s socks? Big mistake.
Here are five key customer segments to focus on post-BFCM, with simple tips to keep each group engaged:
1. VIPs
Who they are: These are your most loyal customers who make either frequent, or high-value purchases. They've already shown love for your brand during BFCM, so let’s keep that momentum going.
Tip 1: Reward them with exclusive perks - offer early access to upcoming product launches or special sales to show them they’re VIPs.
Tip 2: Send a personal thank-you note or even include a surprise gift in their next order. A small token of appreciation can go a long way.
2. Repeat Customers
Who they are: These are the customers who buy from you often and trust your brand, even if they don’t always spend the most. They’re the ones who keep coming back.
Tip 1: Keep them engaged by introducing new products or categories they haven’t explored yet. Use personalised recommendations to keep them curious.
Tip 2: Reward their loyalty with something extra - whether that’s bonus points, a tier upgrade, or a special discount just for them.
3. Potential Repeat Shoppers
Who they are: These customers have made one purchase but have been back on the site and could become long-term brand champions with a bit of nurturing. They’re on the verge of becoming loyal, so now’s the time to encourage them.
Tip 1: Create a tailored post-purchase email sequence with helpful guides or tips to make their purchase even more valuable. Think “how-to” content or details on product benefits or care instructions.
Tip 2: Incentivise them to make a second purchase soon by offering a limited-time discount or free shipping, depending on your sales cycle.
4. First-Time Buyers (New Customers)
Who they are: These are your fresh-faced customers who made their first purchase during BFCM. They’ve just discovered your brand, so you need to make a great first impression.
Tip 1: Send them a warm, welcoming email from a real person (perhaps the founder) with tips on how to use their product or what to expect in the unboxing experience.
Tip 2: Follow up with a personalised email recommending similar products based on what they’ve already bought, and sweeten the deal with an exclusive offer for their next order.
5. The Bargain Hunters (Deal Seekers)
Who they are: These shoppers came for the discount, but don’t write them off - there’s still plenty of opportunity to turn them into repeat customers if you engage them creatively.
Tip 1: Bundle products together to create irresistible deals that encourage them to spend a little more while still feeling like they’re getting a bargain.
Tip 2: Offer a “gift with purchase” or some free samples in their next order to introduce them to other products, all while maintaining that sense of value.
Make the Most of Your Post-Purchase Flow
Your post-purchase emails are one of the most underrated touch points with your customers. That time between when the order is placed and when it arrives is a golden opportunity to keep the excitement alive and build customer loyalty.
If you know there’s going to be a delay, don’t leave your customers in the dark. A simple update goes a long way in keeping them happy and reducing unnecessary support requests.
Day 1: Send a clear, friendly confirmation email outlining shipping timelines. If delays are expected, let them know right away. Transparency builds trust.
Day 3: Get them excited by sending a product guide, tutorial, or unboxing tips. Make the experience feel fun and easy to follow - keep the hype going!
Day 7: Share customer reviews or success stories to reinforce the value of their purchase. People love hearing about how others enjoy your products.
Day 10: Suggest complementary products that pair well with their recent purchase. Personalised recommendations show you care about what they need next.
Add a Personal Touch to Every Interaction
After BFCM, customers want to feel like more than just another order number. A simple, personal touch can go a long way in building strong, lasting relationships.
Try sending a message like this: “Hi [name], just wanted to check in to see if your order arrived safely! If you need anything, don’t hesitate to get in touch - we’re here to help.”
This type of message feels authentic, as though it’s coming from a real person who genuinely cares. It also opens up a channel for two-way communication, making it easier for you to address any issues or concerns early on.
By shifting focus from “making the sale” to “building the relationship,” you’ll keep your BFCM shoppers coming back for more. It’s all about giving them a personalised, positive experience that makes them want to stick around long after the sale.