2024 BF calendar
With our BF planning calendar, it’s easy to make every day count. Stay on track towards your BF goals with day-to-day guidance, tactics, and to-dos.
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Sign up now and take advantage of Klaviyo’s technology and expertise ahead of your holiday campaigns.
Check out your competitors’ BF campaigns from las year. Use sites like Milled or ReallyGoodEmails.
A/B test subject lines for your browse abandonment and abandoned cart flows to see what your audience responds to.
Find out what resonates with your visitors ahead of BF.
A/B test your core automated flows (welcome, abandoned cart, post-purchase, etc.)
Send bank holiday / back-to-school email and SMS campaigns to 90-day engaged segment.
Take steps toward strong BF deliverability. Start by cleaning your list and removing totally unengaged profiles.
Run a Smart Send Time test to find the best campaign send time.
Send September sale offer email and SMS campaigns to 60-day engaged segments and VIPs.
Send September sale offer email and SMS campaigns to 30-day engaged segments.
Send September sale offer last chance email and SMS campaigns.
Test new messaging and content with your unengaged audiences to win them back.
Review performance of September sale offer campaign.
Plan a social media contest where you can collect user-generated content (UGC) from your brand loyalists like photos and videos.
Build a pop-up form on your site to advertise your social contest.
Send an early-access contest entry SMS campaign to your VIP segment or your most highly-engaged SMS subscribers.
Kick off contest through social, email, and SMS.
Make social media investments drive revenue.
Send a giveaway, contest, or sweepstakes email campaign “last chance to enter” to your 90-day engaged segment and to your SMS full list.
Find tools to help with UGC, template building, and list cleaning.
Determine opportunities to further personalise your flows with conditional splits, such as whether or not a subscriber has ordered or consented to SMS.
Send past purchaser VIPs a referral email campaign.
Invite email subscribers in your 90-day engaged segment who aren’t consented to SMS to join your SMS list for extra perks.
Check your inventory to make sure you have enough product in stock for BF demand.
Set BF goals for revenue, engagement, YoY improvement, and more.
Consider what the most compelling incentive you can offer is.
Send out an SMS engagement campaign to your full list.
Look into 3rd-party loyalty programmes to drive additional purchases post-BF.
Invite VIP email subscribers to sign up for SMS to get exclusive VIP access and sneak previews.
Set dates for promotion duration, campaign sends, and reminders.
Send a referral SMS campaign to past VIP purchasers.
Invite email-only subscribers (past BF purchasers segment) to sign up for SMS.
Send an early access to season kickoff discount campaign to your full SMS list.
Highlight discounted overstock or older inventory for your 30-day engaged segment.
Ensure integrations are enabled and sending data to Klaviyo.
Consider increasing paid advertising bids that will drive customers back to the site temporarily.
Send a Halloween email campaign to your 90-day engaged segment, if applicable.
Send a Halloween SMS campaign to your 90-day engaged segment, if applicable.
Treat SMS subscribers to a percentage or set amount off.
Send a Halloween email campaign to your 180-day engaged segment, if applicable.
Send a Halloween SMS campaign to your 90-day engaged segment, if applicable.
Send an early-access gift guide with a promo code to SMS full list.
Send gift guide + BOGO50 email campaign to past BF purchasers segment.
Build and schedule your BF pop-up forms. Send a VIP personal shopper SMS campaign.
Build and schedule BF campaigns.
Send a gift guide email to your full list. Send a gift guide SMS message to your full list.
Send Remembrance Day observance email to 90-day engaged segment.
You can add BF-specific content to your standard flows. Make sure to align your welcome flows to any BF discount codes offered in a sign-up form.
Send bundle email promotion to past BF purchasers segment.
QA your BF content and send a free shipping weekend email campaign.
Treat yourself to a facial, massage, or fancy dinner—you’ve worked hard and deserve it.
Build a segment of customers who purchased recently to exclude from promotional campaigns. Send final free shipping weekend reminder email to 30-day engaged segment. Send final free shipping weekend reminder SMS to 30-day engaged segment.
Consider sending a preview or early access offer today, a full week out from BF, to separate yourself from the noise of the holiday.
For campaigns that need to be sent to all recipients, make sure to turn off Smart Sending.
Turn on auto upgrade for email and SMS to prevent disruptions in sending.
Send VIP early access SMS teaser.
Take a deep breath—you got this!
Send a.m. Black Friday email campaign to your full list. Make sure to exclude recent purchasers on relevant campaigns.
Send an afternoon reminder email to our 90-day engaged list, excluding recent purchasers.
Send a.m. Black Friday SMS campaign to VIPs.
Send p.m. Black Friday campaign to full list.
Check in to confirm open rates and revenue are trending where anticipated over the course of the weekend.
Send small business email campaign (Small Business Saturday) to 30-day engaged list.
Send a small business SMS campaign (Small Business Saturday) and Additional SMS discount to 30-day engaged list.
Keep an eye on key metrics and send last chance preview email and SMS.
Continue to monitor performance.
Send a.m. and p.m. last chance email and SMS campaigns.
Send Hanukkah email campaign to 30-day engaged segment.
Send Hanukkah SMS campaign to 30-day engaged segment.
Send last chance email campaign to 30-day engaged segment.
Send last chance SMS campaign to resend segment (opened or click email and haven’t purchased). Suppress recent purchasers if applicable.
Clean up any updates made to flows or forms that were specific to BF.
Send a gift guide email to your 30-day engaged segment.
Send a gift guide SMS message to your 30-day engaged segment.
Review your BFCM performance and share results with the broader team.
Schedule campaigns for Christmas sending. Remember to note shipping cut off dates. Send last days for guaranteed delivery email campaign to 30-day engaged, 60-day engaged, VIP list. Send last days for guaranteed delivery SMS campaign to 30-day engaged, 60-day engaged, VIP list.
Send an SMS reminder to check the gift list to your 30-day engaged segment.
Send this reminder to your full SMS list. Subscribers will be glad to get the nudge to order ahead of Christmas.
Send Christmas greetings SMS campaign to 90-day engaged segment.
Send last chance gift card offer email to espresso shot segment (opened or click email and haven’t purchased).
Send Christmas greetings email campaign to 30-day engaged segment. Eat your Christmas dinner!
Send Christmas greetings email campaign to 30-day engaged segment. Take some time off—OOO through New Years, anyone?
Block your calendar for some well-deserved R&R.
Send New Year email campaign to 30-day engaged segment. Send New Year SMS campaign to full list.