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Post-BFCM Retention Plan for Shopify Brands

The messages to send in the 30 days after Black Friday, when and to whom, and how to judge whether the BFCM cohort came back.

  • Eight post-purchase flows, with timing
  • Four buyer segments and what to send each
  • Repeat-rate tracker for 30, 60 and 90 days

PDF plan, 2 pages

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What is inside

3 parts, ready to use

  1. The 30-day timeline and flows

    Deliver and reassure, help them get value, then earn the second order: eight flows with trigger, timing, channel and message.

  2. Segments and offers

    Gift, discount-only, full-price and first-time buyers, what to send each, and the offers that train customers to wait.

  3. Measurement

    Repeat rate, revenue per customer and cost to acquire for the BFCM cohort against other months, with a pre-send checklist.

Preview

Three stages over 30 days

Set the flows up before Black Friday so they run while your team is busy with the weekend.

  1. Days 0–7: deliver and reassure
  2. Days 7–14: help them get value
  3. Days 14–30: earn the second order
  4. Segment by how they bought
  5. Measure what came back at 30, 60 and 90 days

How to use it

Work through the flows table with whoever runs your email and SMS, tick each flow once it is built and tested, and agree the measures before the weekend so the BFCM cohort can be judged fairly in January, March and May. Marketing messages need consent, and the rules differ by market, so confirm your approach with counsel.

The plan accompanies our 30-day plan to turn Black Friday buyers into regulars. If you would like the flows built and tested for you, book a retention session with our team.

Who it is for

Who gets the most from it

  • Shopify brands that acquire many new customers over BFCM
  • Email and SMS marketers planning post-purchase flows
  • Founders who want BFCM to pay back beyond the weekend

Post-BFCM Retention Plan for Shopify Brands

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