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Run this review within the first week after BFCM ends, while everything is still fresh. What you document here shapes next year's strategy, the brands that dominate BFCM year after year aren't doing anything secret, they just document what worked and improve on it every single year.
How to use this doc: Duplicate into your workspace, fill in every section honestly (including what went wrong), and revisit it next August when you start planning again.
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Total BFCM revenue this year vs. last year: ___________
Email attributed revenue as % of total BFCM revenue: ___________
SMS attributed revenue: ___________
Revenue per recipient by campaign, which sends made the most money:
#1:
#2:
#3:
#4:
#5:
Revenue by flow during the BFCM period: (list which flows performed best)
Which offer converted bestEarly Access / Black Friday / Cyber Monday:
Which offer type converted best, sitewide discount / bundle / store credit / free gift / other: </aside>
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Net list growth during the BFCM period: ___________
New subscribers acquired: ___________
Unsubscribe spike analysis, which sends caused the most unsubscribes:
Spam complaint analysis, did complaint rate spike at any point, and why:
Domain reputation before vs. after BFCM, did it recover within 2-3 weeks? </aside>
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Best-performing subject lines by open rate:
Best-performing campaigns by revenue per recipient:
Which segment performed best:
Which send time performed best:
Plain text vs. designed, which converted better:
SMS performance vs. email performance:
What the "mistake email" generated in clicks and replies (if you ran one): </aside>
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Which flow generated the most revenue during BFCM:
Welcome flow conversion rate during BFCM vs. standard:
Did the three flow versions (EA / BF / CM) work, or did switching cause any issues:
Were there any flows that did not perform:
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Exact send schedule that worked - day, time, segment, subject line, format:
Offers that converted best at each stage:
What broke or caused problems:
What you would do differently:
What you would do exactly the same:
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(Distill everything above into the 3 things that matter most for next year.)
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Want help turning this into next year's actual strategy? Book a free strategy call with Mailflows →
Sveiki Zydrunai, smagu girdėti, kad tema aktuali.
Tai siūlyčiau trumpą 20-30 min skambutį, kurio metu galėčiau parodyti, kaip dirbame, mūsų strategijas email/SMS srityje ir atsakysiu į visus klausimus dėl sąlygų, jos priklauso nuo apimties, todėl geriau aptarti konkrečiai ir sužinot labiau apie jūsų situacija.
Po skambučio jeigu būtų įdomu darome tokius nemokamus auditus ir galėtume padaryti ir jūsų brand'o auditą, peržiūrėčiau jūsų Klaviyo/Omnisend paskyrą, flows, segmentaciją, deliverability ir pan., ir viską paaiškinčiau video formatu bei sukurčiau specific dokumenta su visais pastebėjimais ir patobulinimais, kad matytumėte tiksliai, kas veikia, kas ne, ir ką verta pataisyti. Štai pavyzdys, kaip toks audito dokumentas atrodo: https://gamma.app/docs/Brand-Audit-Example-ofng8gcf8yuwuob