#marketing-cx-cs-retention
Thread
How are you segmenting your BFCM emails? Do you exclude let’s say last 30 day customers? Do you send to entire email list or only ‘active’ in the last 180 days etc?
@Wiehan Britz
keen to hear peoples thoughts on this
@Tobi Chapman mind sharing some thoughts on this?
I wouldn't exclude past 30 day customers. They could buy more. Also I would send to as many as possible - 180 days isn't far back enough IMO.
Exclude last 7 day purchasers
Depends on the product. someone who purchase very recently could purchase again. They have high intent to buy during Black Friday. I would not exclude anyone.
Unless it's a subscription business or product they can't buy more of. Clothing for example, I would keep in.
@Fergal Dinan Wouldn’t they be pissed off seeing a higher discount vs what they paid? We’ve had situations like this, hence why started excluding longer timeframe, like 30 days
I'd say it comes down to how you're communicating the sale. Not everyone changes the discount.
I bought a load of clothes the other day, If they increase the discount I am not saying i want the new discount, I will likely buy some more
If they haven't received their order yet then yes I would avoid communicating a new sale price. As they will likely cancel the order and re-order.
So depends on the brand
Yeah I'd agree with @Fergal Dinan here - it will depend on the context of your brand/product, but excluding past 30-day purchasers will likely limit performance. Recency is one of the strongest indicators for someone to repeat a purchase. Generally, we might exclude purchased L3D or purchased L7D depending on brand context (e.g. price point, fulfilment times, product catalogue depth, etc).
This is especially important for new customers acquire during this period. Maximising the volume of 2nd orders for that cohort is crucial.
On the point of sending to the whole list vs 180 engaged, the goal is to maximise safe reach. If you are to send to your whole list, make sure you have strong exclusions in place to mitigate damage to deliverability (e.g. spam traps/never engaged, frequently bounced, etc). If you do send to your whole list, I'd recommend tapering back follow up sends to smaller segments.
Thanks both! Very helpful