Hi, Friends. 

Happy post-BFCM for those celebrating. 

Black Friday hit differently this year. I have been scrolling through screenshots, talking to founders, and diving into the numbers. Shopify merchants absolutely crushed it - again. 

It is wild to see that Shopify processed $5 billion in sales (up from $4 billion last year) on Black Friday alone. They painted the sphere with a live Shopify Globe showing every single purchase arc before us live. Insane. 

On the flip side, we certainly saw some Email and SMS providers struggle a bit with the massive volume and throughput. On the Yotpo side, very proud that our team powered hundreds of millions of emails and texts without delays or issues. 

But those of you who know me know how I feel about BFCM.

The most meaningful job for CX and Retention teams is post-BFCM.

How do you keep those folks engaged and win them back for a second and third purchase?

This isn't going to be another recycled "how to do marketing" guide. We're going deep and practical into what actually works for keeping those new customers around after the holiday chaos.

Eight minutes of super-practical guidance. Ready to dive in?

This week brought to you by Hire Horatio. 

Horatio is a boutique, hands-on partner providing high-quality, dedicated customer service to some of the fastest-growing brands in the US. From e-commerce and fintech to healthtech and SaaS, Horatio specializes in creating a personalized, family-feel experience for clients, ensuring that their customers receive the best possible support. 

Horatio's consultative approach and deep industry expertise set them apart, helping brands scale efficiently while maintaining exceptional service standards.

Horatio is trusted by industry leaders:

• Dr. Squatch

• Zenni Optical

• Hydrow

• Zola

• Ring Concierge

• And many, many more across e-comm, SaaS (including Yotpo!), fintech, and healthtech industries

Don't believe it? Hear what their customers have to say...

• Terra Kaffe: My experience with Horatio has been amazing from the very start of our relationship through today. I cannot say enough good things about our team. I will recommend Horatio to anyone and everyone! - Cate Marques, CXO

• Magic Spoon: Our experience with Horatio has been incredibly seamless, from onboarding to maintaining the partnership. The Horatio team is both responsive and proactive, and we have seen strong, consistent SLA metrics throughout our partnership with them. Most importantly, we see consistent, positive interactions between our agents and customers! - Elle Abitante, Customer & Brand Experience Manager

• Snipes USA: The team has been incredibly supportive and flexible. They are eager to learn more about our business and help out where they can - even suggesting taking over some business processes that ultimately provide a better experience to our customers. - Michael Fulvio, Director of Customer Experience

Horatio is offering a discounted trial period for the first 3 months of services to subscribers of this newsletter who reach out before the end of 2024. Reach out today and level-up your CX for 2025! 

5 Tips to Keep BFCM Shoppers Coming Back

1. Segment Smarter, Not Harder:

If we’ve learned anything over the past year or two, it’s that customers hate being spammed—and now carriers are cracking down on spray-and-pray tactics, too.

So, if your agency or email provider is telling you to “just send more,” pause for a second and ask yourself:

A. Are they getting paid per message I send?
B. Are they the ones dealing with the long-term consequences of a disengaged list?

Segmentation doesn’t mean sending fewer emails—it means sending better ones. Customers are far more chill about getting 2-3 emails a week if those emails actually feel relevant to them. But sending women’s clothing promos to someone who only buys men’s socks? Yeah, not it.

It’s easy for me to sit here and tell you to “segment better” without offering any real guidance on how to do it simply and easily. Not today.

One of the easiest ways to get started with segmentation is by using Recency, Frequency, and Monetary (RFM) analysis.

This approach helps you understand your customers’ behavior and tailor your strategy for each group. And once you start, it’s like a domino effect—better segmentation leads to more engagement, and more engagement leads to retention.

Here are five key post-BFCM segments to focus on right now, plus simple, actionable tips for engaging each group:

1. Champions
Who they are: Your top-tier customers who purchase often, spend big, and just shopped during BFCM. They already love your brand.

• Tip 1: Offer them early access to an upcoming product launch or exclusive sales event in the coming weeks or months and reinforce their VIP status.

• Tip 2: Send a personalized thank-you email or include a surprise gift in their package to make them feel valued.

2. Loyal Customers
Who they are: These customers purchase frequently and have a strong connection to your brand, even if they aren’t the highest spenders.

• Tip 1: They are already engaged, so continue to nurture them. Introduce them to new products or categories they haven’t tried yet through personalized recommendations.

• Tip 2: Reward their loyalty with bonus points, a tier upgrade, or a loyalty-exclusive discount. 

3. Potential Loyalists
Who they are: Recent buyers who show promise. They’ve purchased once or twice and could become repeat customers if nurtured properly.

• Tip 1: Start a tailored post-purchase email flow with educational content, like how-to guides or product benefits.

• Tip 2: Incentivize a second purchase within the next 14 days (depending on your current predicted average time between purchases) with a time-sensitive discount or free shipping offer.

4. New Customers
Who they are: First-time buyers who discovered your brand during BFCM. This is their first interaction with your business, so first impressions matter.

• Tip 1: Send a warm, plain-text welcome email with unboxing tips or a product tutorial to enhance their experience. It can be from the founder or CX Manager. 

• Tip 2: Follow up with a curated “you might also like” email based on their purchase, paired with a limited-time incentive for their next order.

5. Deal Hunters
Who they are: Customers who clearly came for the discount but can still be valuable with the right approach.

• Tip 1: Bundle products to create irresistible offers while improving AOV.

• Tip 2: Offer a GWP (Gift With Purchase) or free samples in their next order to introduce them to other products they might love while still having them feel like they are getting a deal. 

2. Nail Your Post-Purchase Flow

Your post-purchase flow is arguably the most underutilized customer touchpoint in eCommerce. 

I say this often, but the time between “place order” and delivery is the most underutilized customer touchpoint.

It is when your customer is most excited—and when you have their full attention. Yet, so many drop the ball here.

Setting expectations during this window builds trust and avoids unnecessary frustration. 

If you know there’s a delay (and let’s be honest, most 3PLs are struggling post-BFCM), add a line to your order confirmation email or send a proactive plain-text update. 

You’d be shocked at how many support tickets this simple step can save your team and how much happier customers are when they’re told upfront instead of being left in the dark.

For example:

This one step reduces anxiety and creates goodwill—even if shipping is delayed.

Now, let’s get into the actual post-purchase email/sms flow. 

Here’s how to pull it all together in a 14-day framework, but edit as needed:

• Day 1: Send a confirmation email with clear shipping timelines. If delays are likely, be upfront about them.

• Day 3: Share a product usage guide, tutorial, or unboxing tips. Make it feel exciting and easy to understand. GET THEM HYPED.

• Day 7: Highlight customer success stories or glowing reviews to build even more confidence in their purchase. Hard to hate something everyone else loves.

• Day 10: Offer personalized recommendations for complementary products. Think, “You loved X, so you might enjoy Y.”

• Day 14: Close the loop with a small incentive to encourage their second purchase.

When done right, this flow pushes sales, builds trust, reinforces your brand story, and turns one-time buyers into loyal customers.

3. Humanize Every Interaction

Post-BFCM, your customers don’t want to feel like just another order number. The brands that stand out are the ones that make their communication personal and thoughtful at every stage.

Let’s talk emails first:

Plain-text emails still work wonders, especially when they’re simple and direct. For example:

This kind of message feels real—like it’s coming from an actual person rather than a faceless company. It also opens the door for two-way communication, which can help you catch and address issues early.

Now, onto your CX team:

Your customer experience team is one of your biggest post-BFCM assets. Equip them with the tools and autonomy they need to deliver fast, empathetic, and thoughtful service.

Here’s what that could look like:

• Proactively share updates: If shipping is delayed or there’s a backlog, let your customers know early. Being upfront builds trust and prevents frustration.

• Offer easy self-service tools: FAQs, tracking pages, or automated order status updates. Empower customers to solve simple issues themselves.

• Focus on empathy: Post-BFCM inquiries often have higher emotions (especially if customers are waiting on gifts). A well-handled issue is an opportunity to build loyalty, especially when the bar is so stupidly low.

This is where having a partner like Horatio makes all the difference. They ensure your CX team is prepared and empowered—leveraging strategic insights, expert guidance, and proactive support to turn post-BFCM challenges into trust, loyalty, and long-term growth opportunities.

4. Unboxing: Your Near-Perfect “Open Rate”

Unboxing is the only part of the post-purchase journey with a near 100% open rate. 

Even if you feel like you’ve already told them everything about how to use your product, this is your chance to reinforce your message.

Include a flat-lay card with:

• Product usage tips.

• A QR code linking to a video guide or your FAQs.

• A handwritten thank-you note.

For first-time customers, it’s your chance to elevate their experience and show that you care about how they use your product.

Very few brands take advantage of a good unboxing moment.

And to be honest, it does not have to be fancy; it just has to feel in line with what you are buying.

For example, I love what Cuddle is doing with their unboxing, but then again, this is a $79+ monthly subscription with an assumingly high LTV, so it just makes sense to go hard. 

Your $20 AOV purchase does not have to be fancy, but it can still be thoughtful. 

5. Build Long-Term Loyalty

I know, a good product is the key to retention. But great retention is also about building an emotional connection that keeps them engaged for the long haul.

For some brands, it's the feeling you feel wearing it (Kith.)
For other brands, it’s the message they stand for (madhappy.)
For others, it’s that it makes you feel better about your decisions (AG1.)
And for some, it’s the community you feel a part of (SoulCycle.)

Post-BFCM is the perfect time to lay the groundwork for long-term loyalty. 

Here’s how:

• Introduce a Loyalty Program (or Level Up Your Current One):
  The best brands are thinking about loyalty as a funnel that brings customers from newbies to seasoned vets. Good examples are Thrive Causmetics and Brooklinen. 

• Create Value Beyond the Transaction:
  Give customers reasons to engage with your brand outside of buying. Start a Facebook community or Discord channel for your most loyal customers, where they can share tips, get sneak peeks, or even help co-create new products.

• Celebrate Milestones:
  Recognize their third purchase, their birthday, etc etc. Shows that you’re paying attention and that they matter.

The key here is to think beyond discounts. Loyalty comes from creating an experience that feels unique, personalized, and worth sticking around for.

That’s it for this week!

Cheers, 

Eli 💛

P.S. Looking for inspo on your next email/sms campaign?

I know you will love this.