Last year’s BFCM campaigns taught us one crucial lesson: smart segmentation always wins over sending the same generic messages to everyone.

With BFCM only 7 days away, I thought it’d be the perfect time to revisit how we made it happen - and share the exact strategy we used.

Whilst it might be too late to fully implement this for this year’s BFCM (I’m sure your early access is already live/campaigns have been finalized), the beauty of segmentation is that it’s evergreen.

It works no matter the occasion or time of the year, and will almost certainly help you make more money.

Let’s dive in.

How We Sent 42 Emails & 16 SMS In 8 Days Without Burning Out Our Audience

We talked recently about the illusion of how more campaigns = more revenue. Whilst true in the short term, blasting the same generic messaging to everyone is a recipe for declining deliverability, and ultimately, lower email revenue.

That’s why we broke down the audience for this personal care brand into five distinct segments.

Emails

1) Seasonal Shoppers (BFCM 2022 Buyers)
We kept the tone warm and familiar, showing appreciation for their past purchase. Subject lines like ‘Your favorite time of the year is here’ gently reminded them of us while introducing this year’s deal. A simple thank-you goes a long way with returning customers.

2) VIPs (high AOV/point holders)
For VIPs, we leaned into their special status with messaging that felt exclusive and elevated. Subject lines like ‘Hey BRANDNAME VIP! Want a special surprise?’ positioned the offer as a privilege, reinforcing their value and giving them early access to deals.

3) Disengaged
This wasn’t your typical “disengaged” segment—these were customers at risk of churning, not the ones who hadn’t opened an email in over a year. For them, we led with the benefits of the deal, making it easy to rediscover the brand without a hard sell. A softer approach worked best here.

4) Engaged Customers L180 Days
For active customers, we focused on community. Messaging like ‘We’re so grateful for you’ reinforced their sense of belonging while rewarding them with early access. The goal was to tighten their affinity with the brand and make them feel part of something special.

5) Engaged Leads (non-customers) L180 Days
With leads, we went aspirational, positioning the brand as the best solution for their needs. Copy like ‘You deserve the most unique…’ was designed to push them off the fence by emphasizing what they stood to gain.

SMS

SMS copy was kept short and punchy, focusing on excitement, a strong hook, and a clear CTA. Here’s how we approached it:

1) Engaged Customers
Personalized messages aimed at keeping the momentum going with clear, direct offers.

2) Engaged Leads
Simple and benefit-driven to nudge them closer to purchase.

3) Disengaged
Re-engagement messages focused on the most compelling aspects of the deal, making it easy for them to take action.

And that’s a wrap!

Try not to refresh your business managers too much as we head into the nineth inning 🤣

You’ve done everything you can, and I’m rooting for things to go well! (if not, don’t sweat it - there’s always next season, and plenty of lessons to take forward.)

If you’re looking for a partner to help you scale smarter, we’d be more than happy to chat.

After all, that’s why over 500 brands have trusted us to help drive $300M+ in revenue—and why we’re here to help you do the same.

Here’s to crushing the rest of BFCM and beyond 🚀.