How to Guarantee Repeat Customers for Next Year
Your pre-holiday strategies are rock-solid. Black Friday and Cyber Monday plans will hum along without a hitch. And your post-BFCM campaigns are cued up and ready to go. This year’s holiday marketing is bound to be good.
In the past seven chapters, we’ve explored how critical a personalized, nurturing customer experience is when it comes to differentiating your online brand. Recognizing, remembering, and treating customers to tailored experiences before, during, and after Black Friday and Cyber Monday will show that you’re committed to them as people (and not just as a fast sale).
With your strategies in mind, it’s time to consider the final piece to your ecommerce holiday puzzle: Your store’s next Black Friday and Cyber Monday strategies.
BFCM PostMortem: Identify Your BestPerforming Emails & Workflows from This Season
Did a few of your emails show standout metrics this year? Did one of your workflows garner more engagement and revenue than the others? Notice anything else that was particularly hot with your customers? Make sure to jot all of that down.
Create a BFCM post-mortem document and pick apart the workflows and campaigns you were running this season. Whether you’re holding a postmortem with a team of marketers or having a solo retrospective, make sure to answer these questions in your documentation:
What made your final strategies great?
Pick out the things that went well. From images in ads to email personalization to the number of clicks you saw on your notification bars, let’s take a moment to celebrate the best bits of this season’s strategies.
What are the results you were expecting? Did you hit those goals?
Did you get to subscribe as many people as you had hoped to your email list? Were you opens and clicks what you wanted? Was your revenue earned with Drip where you wanted it to be? Did everyone make it through your day-of Black Friday workflow? Take a look at the numbers and write them down.
Which strategies worked well, had highengagement, etc.?
Sift through everything you did this season—from ad campaigns to workflows to emails—and add your bestperforming ones to this doc. You’ll want to know which strategies resonated the most when it comes to planning next year.
Which strategies didn’t perform well?
Now that you’ve ID’d the good, let’s take a look at the not-so-good. If some emails or a workflow didn’t work like you had hoped, that’s OK. The strategies you think of for this response are the ones you’re going to learn and grow the most from.
What would you do differently next year?
If you could go back in time, what would you change? Write those notes down for next season, and try to make some of those changes
The purpose of a post-mortem is to reflect on and better understand your strategies. If something didn’t quite go your way, this is the time to pinpoint what happened and grow from there. It’s also another opportunity to sit down and focus on your customers. Put yourself in their shoes and see if you get a different view of why something resonated (or not) with people.
Include as much information in each answer as you can dig up. Don’t forget to spell out the metrics you mention, slip in a screenshot of your dashboards, or even add a link to the email or workflow you’re referencing. The more details you include in this document, the easier it will be to understand what went well and where you can make improvements for next year.
Plus, measuring and recording the results from your marketing strategies this year will help you plan and set goals for next year. Over time, you’ll be able to better predict how much growth in both people and revenue you could be able to see over the holidays.
It’s also another opportunity to sit down and focus on your customers. Put yourself in their shoes and see if you get a different view of why something resonated (or not) with people.
Make Smallscale Improvements for Big-time Customer Love