Sunday Postcards: My Post-BFCM Playbook

You made the sale—now it’s time to build the relationship.

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Heyyyyyyyy Sunday Homies!

First, I want to take a quick moment to say how grateful I am for each of you. Thank you for reading Sunday Postcards every week—there are now 1,200 of you, and I truly appreciate you being part of this journey. <3

With the new year approaching, I want to make sure these newsletters are as tactical as possible for your consumer marketing, CX, and brand strategy needs. Have a question? Hit “reply” and make your requests—I’d love to make these weekly sends even more helpful for you.

Okkkurrrr, let’s dive in…

The Black Friday and Cyber Monday frenzy is almost behind us. Your customers navigated endless deals, stacked their carts, and clicked “buy now.” You packed orders, updated tracking links, and maybe even took a breather. (I see all yall at the movies watching Wicked this weekend)

But the real work starts now, besties.

BFCM isn’t the finish line—it was the start of a much longer journey. A journey about whether those new customers will remember your brand, come back, and become forever customers.

This week, we’re talking about how to make that happen and I am sharing a piece of my CX & Retention Playbook with you all….

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My Post-BFCM Playbook

I think by now you know the post-BFCM period is where lifecycle, retention, and CX marketing shine. But listen…this isn’t about sending another discount email or hoping for the best.

It’s about intentionality.

Let me spill the tea on MY go-to tactics—the ones I’ve used throughout my career and with our OLC clients. Steal one, steal them all, and definitely share with a friend. My goal? To make sure you, bestie, are absolutely thriving in this wild ecommerce game. 💅

1️⃣ Segment and Strategize

Not all BFCM buyers are the same. Some are first-timers lured by your irresistible sale. Others are loyal customers stocking up for the year. And some? Deal-hunters who may never come back unless you give them a reason.

Segment your customers into meaningful groups, and tailor your approach:

• First-Time Buyers: Introduce them to your brand story, your values, and what makes you different. Create a simple onboarding email sequence to nurture them. This group is critical to nurture because they’re at the top of your retention funnel—turning even a fraction into repeat buyers significantly boosts LTV.

One of my favorite, yet simple onboarding email sequence would look something like this:

Email 1: Welcome them with your brand story and a thank-you.

Email 2: Share tips on using their purchase or how to get the most out of it.

Email 3: Showcase testimonials and UGC to build trust.

Email 4: Offer an incentive for their next purchase.

And for extra brownie points, SURVEY THIS SEGMENT ASAP! Shortly after their purchase, send a survey asking about their experience. Use the data to improve and show them you’re listening.

• Loyal Customers: Thank them for their ongoing support and offer exclusive perks to make them feel valued. They’re your advocates and highest-LTV customers. Retaining and rewarding this group is far more cost-effective than acquiring new ones.

Here is a dope af Loyal Customer Nurture Flow I like to follow:

Email 1: Celebrate their loyalty with a heartfelt thank-you and make it text based from the founder POV and extra points if you add a founder signature in the sign off.

Email 2: Showcase how their loyalty supports brand milestones or causes, and invite them to share their story. Strengthen the emotional connection.

Email 3: Make it personal with tailored product recommendations.

Email 4: Remind them of their loyalty rewards, VIP benefits or any loyalty program you have.

• Deal-Driven Shoppers: Highlight why your products are worth the full price through testimonials, value-based content, and real-world examples. This cohort represents a unique opportunity to convert deal-seekers into loyal, high-LTV customers by demonstrating value beyond discounts and building trust through consistent, meaningful engagement.

A cutie flow I like to use:

Email 1: Reinforce their purchase decision and highlight the value of their product.

Email 2: Share the story behind the product or your brand to build an emotional connection.

Email 3: Encourage engagement by inviting them to join your community or share their product experience.

Email 4: Introduce complementary products or highlight your loyalty program to drive a second purchase.

Email 5: Tease exclusivity with early access to new collections or VIP perks.

This isn’t just good CX—it’s the foundation of a retention strategy that works.

2️⃣ Deliver Value Immediately

The best time to make a lasting impression? Right after the sale. Like the examples above, a solid post-purchase sequence can turn a transactional moment into a relational one but specifically emphasizing the VALUE of your brand/products.

Here are my 6 favorite tactics across email, sms, or places in the customer journey:

1. Send a thank-you email or include a personalized note in the package with care tips or a guide to help them get the most out of their purchase.

2. Use SMS to send updates that go beyond logistics: “Hey [Name], your order is on its way! Here’s a quick tip to maximize [product].”

3. Add a small surprise in their shipment, like a product sample, a handwritten thank-you card, or a QR code linking to a bonus video.

4. Encourage UGC by asking customers to share their experience on social media: “Tag us in your [product] story for a chance to be featured!”

5. Offer loyalty points or exclusive perks for their BFCM purchase, like early access to new launches or free shipping in January.

6. Ask for feedback post-delivery through a survey or testimonial request, rewarding participation with a small incentive like a discount or bonus points.

Delivering value immediately doesn’t have to fit the traditional mold—it’s about creating meaningful touchpoints across the entire customer journey, turning every interaction into an opportunity to show customers why your brand is worth sticking with.

3️⃣ Build Emotional Connections

Your customers are more likely to stick around if they feel emotionally connected to your brand. This is where storytelling, authenticity, and community come into play.

1. Share behind-the-scenes stories about how your team managed BFCM (customers love seeing the human side of your brand).

2. Invite your customers into your community. Create opportunities for them to engage beyond the transaction, whether through social media challenges, exclusive groups, or even UGC campaigns.

3. Introduce a loyalty program that rewards every interaction, not just purchases.

The brands that win are the ones that feel like a trusted friend, not just a store.

The goal isn’t just to sell again—it’s to make your customers excited about staying connected to your brand. We want your new customers to be so happy with that purchase that they become a lifelong customer.

Some of you already have this down to a science, and I’m just here to cheer you on. Others? You’re maybe realizing that “send email, make money” isn’t exactly a strategy anymore. Either way, I hope this helps meet you where you are and gives you the nudge to keep things fresh.

Remember: the brands that win aren’t just slanging sales—they’re building relationships that make their customers say, “Damn, I like them.” And that’s where the real magic happens, bestie.

That’s it for this week! Next week, I’ll dive deeper into consumer behavior, marketing tactics, and CX strategies to help you crush your brand goals in 2025.

If this newsletter made you smile, taught you something, or just reminded you to send a “We love you!” email, pass it along to your homies. Here’s the link—don’t gatekeep the good stuff! 

Jess
Founder of Open Late Collective

Have a Marketing and/or CX-related question for me?

UPCOMING EVENTS

  1. Join ME, along with an expert panel of industry leaders, on December 11, 2024, at 11am MST for a live session where we’ll unpack the data and lessons from this year’s Black Friday/Cyber Monday. Together, we’ll share key takeaways, trends, and actionable strategies to help your brand dominate in Q5—the untapped opportunity to finish the year strong. With insights from across eCommerce, CX, and marketing, this session will equip you with the tools you need to turn insights into impact. You don’t want to miss it!

    RSVP HERE

More IRL events coming starting January!
Interested in working together? Hit me up

👐 BONUS CONTENT 👐

Every week, I am comin’ hot in your earbuds via Spotify or to your eyeballs across the internet! Check out all of these additional resources:

  1. Above The Fold Podcast - Every other week, I am interviewing dope af people in the space and sharing their marketing, cx and retention strategies. We’ve had the co-founder of Jolie Skin Co, the CX Leader of Hexclad, the founder of Flaus and MANY more on! Check out the episode here and/or watch it here.


    And if you are interested in being a part of the 2025 season,
    hit your girl up!

  2. After Hours Live - Once a month, I host a fun af Linkedin Live where I break down the latest DTC news and a brand. This last one was with the entire Open Late Collective team. Check out the playback here and sign up for the next one by simply following our Linkedin page here.

  3. Every week, I am putting out fun short form content about my founder journey, hot takes and anything else that pops up! Authentic, raw, real and a few F-Bombs. Follow me on Youtube, Instagram or Linkedin.