Hey friends, I hope you are all out there resting and thriving.

I am writing you this week from Los Angeles, where I decided to adventure here…during a heat wave.

I am melting nonetheless.

But I am here to learn all the things this week at the All-In Summit, and then midweek off to NYC to co-host a dinner with my retention bestie, Eli Weiss for our Empath Club Dinner Series. We have 1 more spot left for our September 11th dinner in Brooklyn, if you are a retention or cx operator…join us. Details in the event section.

The holidays are coming fast and many of us are gearing up for BFCM. Brands are preparing those strategies to capitalize on growth this Q4. Everyone is going to tell us, boost those lists, get your ad spend right, prepare for the new website visitors!

And as a retention girly, you know I am thinking about…but how are we going to retain all those beautiful customers you are going to win?

You need a strategic approach that goes beyond one-time deals, fam—one that leverages proven retention tactics and insights from top-performing brands to keep customers engaged long after the sales are over.

Let’s get into it…

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My Top 3 BFCM Retention Moves to Keep ‘Em True Fans

#1 Focus On What Your Customers Already Love

Are you a subscription brand? Guess what, if you analyze your subscription churn and most popular subscriptions, there are clear signs of how you can refine your bundling strategies. During BFCM, it’s easy to get caught up in pushing customers into new categories or larger bundles, but here’s the thing—customers are much more likely to stick around when you focus on what they already love.

Instead of overwhelming them with a massive range of new products or promotions, look at your churn analysis to see what products lead to repeat purchases. If 60% of your mascara buyers also tend to purchase foundation, why not double down on promoting that next logical step instead of a full skincare bundle? By using data on customer behavior, you create a frictionless experience that feels natural—keeping them more likely to return after BFCM.

Retention isn’t about changing your customers’ habits; it’s about leaning into what they’re already doing. Focus on accelerating behaviors they’ve already shown you, and you’ll keep them engaged long after BFCM ends.

#2 Don’t Ghost Your One-and-Done Customers

We all love our VIP customers, but let’s talk about those one-and-done BFCM buyers—the ones who came for the deal and ghosted right after. You know the type: they hit “add to cart,” took advantage of your sweet BFCM discounts, and then disappeared like a flash sale. Instead of writing them off, let’s dig in and figure out how to turn them into repeat customers.

Maybe the product didn’t match their expectations, or that post-purchase email flood sent them running. Or maybe they just forgot about you after the sale. Ouch, but it happens. This BFCM, don’t let it be the last time you hear from them. Send out a quick survey or follow up with a personalized check-in, even something as simple as “How’s that product working out for you?” can do wonders. They’re more likely to respond right after a sale when they’re still engaged.

Here’s the trick: take what you learn and adjust your post-BFCM retention flow. One brand I have worked with discovered their post-purchase strategy was a little too aggressive, spamming customers before they even finished the product. By tweaking the timing and tone of their follow-ups, they brought back customers who might have otherwise vanished. The lesson here? Don’t ghost those one-time buyers after BFCM—keep the conversation going and turn them into long-term brand homies.

#3 Capture Their Hearts, Not Just Their Wallets

Let’s get real—BFCM is prime time to bring in new customers, but not all new customers are created equal. If you’re throwing out discounts like candy without showing people why your brand matters, you’re setting yourself up for churn. Sure, you might win the battle for their wallet during BFCM, but what about after? If the acquisition process doesn’t attract the right crowd, you’re left with a bunch of one-time buyers who won’t stick around. And that’s a retention nightmare waiting to happen.

I can’t tell you how often I see brands run killer BFCM campaigns but completely drop the ball with their welcome flow. They get people to sign up with a great deal, but the follow-up emails? Not optimized. No focus on value props—just a basic “thanks for signing up” message. That’s not going to make anyone stick around.

The fix? Optimize your welcome flow during BFCM to showcase your value. Don’t just stop at the discount—highlight why your product is worth coming back for. Show what makes you stand out and why customers should keep shopping with you long after BFCM ends. Then, keep the momentum going after BFCM by reinforcing these points in future emails. I’ve seen brands do this, and the result? Higher engagement and more repeat purchases.

Focus on value during the holiday rush, and you’ll have customers coming back long after the sale ends.

So, while you’re chasing those BFCM sales, make sure you’re also capturing hearts to keep those newly acquired customers coming back and never forgetting your value.

That’s that on retention BFCM strategies for this week.

But as always, if you have any questions or things you want answers to in this newsletter, please hit the “reply” button and send them over or hit that link below for my form!

If you enjoyed this newsletter, sharing it with your homies would be the jam to me! You can share the party by sharing this link https://sundaypostcards.beehiiv.com/.

Same time, same place next week?

Jess

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

Click the link below!

UPCOMING EVENTS

1. Empath Club Dinner September 11th. RSVP Here.

2. Dillon and I are hosting a FUN AF Midcoast Presents: Casino Night for Shoptalk Fall in Chicago on October 16, 2024! 

   
   RSVP HERE
   

3. Dillon, Nicole and I have officially kicked off SheInnovates 2!
   Sheinnovates is an all women’s summit for those in ecommerce. SohoWorks in Brooklyn, NYC on November 14, 2024.
   
   Tickets are officially open! Grab yours here.

BEST PIECE OF CONTENT I’VE SEEN THIS WEEK…

Wow. Talk about the nostalgia effect usage in marketing.
Kudos to The Farmer’s Dog.
Who is cutting onions in here?

THIS WEEK’S DOPE JOBS

This week, I am keeping it a bit short since I posted a decent amount of jobs on my Linkedin here.

Yotpo also has a GREAT new board for retention and some marketing roles here.

I also have a NEW lead on a VP of Marketing role for a CPG company. The role is located in NYC and is not remote.
If you are interested, please reply to this newsletter and I will connect you.

👐 BONUS CONTENT 👐

Mentioned this last week, but I re-branded my podcast and WOW she is beauty and edgy grace.

As an EXTRA bonus, I released an episode with Arjan Singh, Co-founder of Jolie Skin Co where we talk about all things brand marketing and experimenting with retail.

Be sure to follow along on my YouTube, Spotify and Apple Podcasts.
Name & Branding will appear later this week. 🎉

We are also now accepting applications for 2025 Sponsorships.
Hit a girl up if you are interested.

A WORD ON THIS WEEK’S SPONSOR

Recharge is a leading subscription management platform that enhances customer retention and drives business growth. With advanced analytics, robust support, and innovative tools, Recharge empowers merchants to create personalized, engaging experiences.

By focusing on the OVERALL subscription journey, Recharge helps brands build lasting customer loyalty and deepen connections, ensuring customers feel valued and appreciated.