This holiday season is going to be absolutely HUGE. Online sales during Black Friday alone are expected to reach close to $10 billion just in the US. It’s ecommerce’s Super Bowl and if navigated correctly, the best weekend of the year for any D2C business.
And we know you’re well prepared; you’re using our friends, PostPilot to break through the digital clutter and directly engage your customers through personalized postcards… Okay, let’s set the scene:
You sent your direct mail design requests in on time for BFCM, your deals are red hot, and your mailers are landing in the hands of your core buyers at the perfect time, just ahead of Black Friday. You’re headed for 10-20% higher revenue as a result.
But what happens after that? After the dust settles from BFCM and you have all this revenue and all this data pouring into your store?
And how do you manage the reality that so many new customers were drawn in with your steepest discounts of the year?
You need to be prepared to go the distance for the holiday season through second-purchase campaigns. By re-engaging these newly acquired cohorts and nailing your post-BFCM offers, products, rewards, and more by tapping into your best data, the rest of 2023 will be a breeze…
That’s where PostPilot x Peel step in to deliver reliable, repeat purchases from your best customers.
I mean, 45 BFCMs worth of experience? You’re in good hands with our friends over at PostPilot!
Going Deep on Measuring BFCM Campaign Impact
First things first; you have to measure and understand the impact of your BFCM campaigns.
Peel can help you go deep. Super easy set up, and by connecting your Shopify and/or Amazon store, you can see all of your historical data in one place. Including, that’s right, BFCM.
Setting key, measurable goals is always a best practice for any campaign build, but this practice is critical for the holiday season.
What are your KPIs for BFCM?
- Are you trying to raise AOV with specific bundle offerings?
- Are you trying to cross sell specific products that are complementary to previous purchases?
- Are you looking to reactivate customers you haven't seen in 6+ months?
- Maybe you’re trying to replicate the LTV boost you saw from a previous offer, even last year’s BFCM weekend.
The sky’s the limit here. But the key understanding is that clear goals make it easier to benchmark and measure the impact of your direct mail campaigns with PostPilot, especially when you’re planning for post-BFCM winbacks.
How to Measure PostPilot Campaigns in Peel
After your BFCM campaigns hit, pull up the performance data in Peel and dig deeper based on the relevant dimensions of those campaigns.
Used a specific discount code for Black Friday? Take your Total Sales, AOV, Repurchase Rate (or any other key metric you were looking to improve) and segment by that code. You can see the direct impact on any of those metrics on that day (or range of days if you need).
Pushed specific products on your mailer? You can also segment any of your key metrics by specific products, product types or SKUs. Plus, there are some amazing product analytics views like automated Market Basket Analysis to show you how specific products and combos are performing.
Went after specific geos? You guessed it; you can segment any of your analyses by locations. You can even use the Audiences tool in Peel to create hyper-specific groups by countries, states or cities and see LTV and AOV growth for those customers over the holiday season and repurchase rates to understand how your campaigns are impacting those Audiences in specific locations.
You can read more about ways to measure PostPilot campaigns with Peel here.
Powering Post-BFCM Campaigns with PostPilot x Peel
Ecommerce sales are expected to grow between 10.3% and 12.8% over this holiday season. If you did your math right, that sets the market up for $284 billion season in ecom sales.
With staggering numbers like that, you have to be ready to go the distance this holiday season (and beyond) by hitting your customers with personalized winback campaigns. It’s the second, and third, and fourth (and so on) purchase that brings the true profits.
Receiving a piece of direct mail, via PostPilot, is an unforgettable experience for a customer. And when these campaigns are backed with data that tells you exactly what message should be on that card, the performance is next level.
To make it easy for you, we suggest looking at your BFCM campaign performance through the lens of these 3 buckets to figure out what to do next:
- Customers Patterns
- Product Performance
- Discount Codes
Re-engaging Your Customer Audiences
If you’re taking the customer-centric approach for your follow-up PostPilot campaigns, you’ll first need to do some customer segmentation. And forget the trauma and flashbacks of data cleaning and spreadsheets, etc.
Peel allows you to zoom into specific customer groups with ease. One of the best tools to do this is RFM Analysis. It automatically breaks your customers into 10 distinct groups based on the purchasing patterns. You get everything from your brand champions and potential loyalists, all the way to customers you can’t lose, and hibernating groups who need to be reactivated (and everyone in between).
RFM is the perfect way to go customer-centric and to unlock buckets of customer data that can guide what your mail campaigns will say. This is how you craft the perfect messaging to get each group to come back and purchase.
You can see how your RFM groups engage over BFCM, and it’s now even easier to target them with perfectly curated campaigns in the coming months based on the insights in the data.
And turning an RFM group into a tangible Audience is 1 click in Peel, making it even easier to export and use for your targeted cohorts for PostPilot winbacks.
Feature the Right Products in Campaigns
Taking the product-focused route is a great option as well. Knowing what products were hot over BFCM is as simple as accessing your Product Analytics suite in Peel.
Top performing product combos are great to feature if you’re incentivizing higher AOV through bundles. Understanding what products are driving the best contribution margin based on profit after all costs is a good way to identify what to push for later holiday campaigns.
Perfect that Discount Strategy During the Holidays
We all know what customers are scouring for during the holidays: great deals on products they love!
Tracking your discount code performance over BFCM, seeing what drove repeat purchases and higher revenue and then replicating that success through the remainder of the holiday season is a recipe for success.
It’s the time of year when discounts are expected, and hitting the right notes with your customers can galvanize your loyalists into brand evangelists who keep coming back for purchases time and time again.
Start Winning at Winbacks Now!
PostPilot is your go-to for post-BFCM engagement. Remember, it’s the repeat purchases that unlock the true profit over the holiday season, and by utilizing Peel performance data with PostPilot’s personalized direct mail, you’ll be ho-ho-hoing your way into 2024!
And it doesn’t stop there. New Year, New You, Valentines day, and many promotional periods beyond can leverage the same data-backed, direct mail strategy.
In a digitally cluttered world, PostPilot is keeping your DTC brand top of mind. And they’re delivering killer results while they are at it!
Check out PostPilot’s Holiday GFO to get started and unlock over $7k worth of built-for-you campaigns. Just be sure to do so before December 1st so that you can rock the rest of 2023.
And you can try Peel free for 7 days to dive in and analyze your BFCM performance and beyond!