Inboxes are crowded all year, and more than ever during BFCM.
If wading your way through all that noise sounds daunting, it’s time to invest in your omnichannel strategy.
An all-in-one platform like Klaviyo helps you optimize across channels so you can reach your customers exactly where—and when—they want to hear from you.
Grow your lists, expand channel adoption, and segment according to engagement to make every message count this BFCM.
Here are 10 tactics for accomplishing just that.
1. Improve segmentation efficiency
Email is the base of the vertically integrated tech stack, which is why it’s important to hone your email savvy. It paves the way for bite-size convos (SMS) and influencers (reviews).
Because the inbox is so competitive, especially during BFCM season, you need to be careful not to send the same message more than once.
Duplicate—or worse, misaligned—messages sent via email, SMS, and push notifications can frustrate customers.
Your segmentation strategy makes you stand out in the crowd.
Mindy Regnell, head of market intelligence at Klaviyo, shares some best practices for segmentation ahead of BFCM:
- Monitor segment overlap and set parameters for which messages go through which channels.
- Make sure you have segments set up based on engagement, browsing, and purchase behavior.
- Use simple descriptions to build complex segments in seconds with Klaviyo AI.
- Personalize the entire customer journey to make all messages across channels more effective. Use Klaviyo’s BFCM calendar to plan your sends.
- Use Klaviyo’s “integrations” column on the “Lists & Segments” page to easily see which segments are synced with which ad platform and manage integrations for that group.
- Use engagement-based data (opens and clicks) to determine how often to send to each group. More engaged means more sends; less engaged means less sends.
“It’s often the little things that can make a message feel more personalized,” says Regnell.