BFCM’s done—now let’s turn those buyers into lifelong fans

This is it—the culmination of everything you’ve worked for all year! With BFCM behind us, I hope those email sign-ups, phone numbers, and opt-ins you’ve been building came through exactly as planned.

I still remember my first BIG Black Friday sale six years ago. We pulled in over $500K in just one weekend. Back then, I thought the job was done once the sales came in—sell big and move on, right? Nope. What I didn’t realize was how much work begins after BFCM. From operations to fulfilling orders and, most importantly, turning those one-time buyers into loyal, high-LTV customers, the real challenge was just starting.

If you’ve looked at your cohort data, you’ll know those steep-deal customers often bring the lowest LTV. So the question is: how do you maximize the LTV from your BFCM cohort?

Here’s a playbook to turn those new customers into long-term supporters of your brand:

1. Start with thank-you emails

• Send a couple of well-crafted thank-you emails—one from your brand, another from the founder, and maybe a follow-up two weeks post-delivery.
• The tone should reflect your brand’s vibe—think about what your brand feels like and incorporate that in the copy and imagery.

Pro tip: Check out how big alcohol brands do it. They can’t show consumption in their ads, so they rely heavily on creating a vibe that resonates with their audience.

2. Make it personal with a plain text email from the founder

• A simple thank-you email from the founder goes a long way. Take a cue from Matteo of Eight Sleep—his personal email after a purchase is warm, inviting, and highly effective.
• Not only do these emails get higher open rates, but they also increase the chance of getting replies, which can move you to the primary inbox.
• Bonus idea: Follow up with another email from your Head of Customer Experience, asking for feedback. Positive feedback? Request a review. Negative feedback? You’ve got an opportunity to build rapport.

3. Share valuable content

Keep nurturing these customers with content that adds value:

• Show how your product fits into their lifestyle
• Share tips on using or maintaining the product
• Provide social proof—remind them why others love it
• Highlight your brand’s mission or social impact

Plan out a sequence of automated emails and texts to keep the conversation going beyond BFCM.

4. Encourage participation in your brand’s ecosystem

• Get your customers involved in your SMS list, Facebook group, or even local events. These touchpoints aren’t just about selling—they deepen the relationship with your brand.
• Pro tip: Use dynamic banners in Klaviyo (or other email tools) to invite email subscribers to join your SMS list.

5. Offer an exclusive discount for their next purchase

• If a customer hasn’t bought again within 30 days (especially for consumables), offer a small incentive to bring them back.
• The goal is to get them to that second or third purchase, where the likelihood of long-term loyalty skyrockets.

6. Promote your loyalty program (if you have one)

• A loyalty program works if it’s thoughtfully designed.
• Don’t shove it in their face like an aggressive upsell. Instead, create a compelling landing page that invites them to join naturally.

7. Recommend complementary products

• Suggest add-ons or upgrades based on their initial purchase.
  • Bought cookware? Recommend a knife set.
  • Purchased a bundle? Introduce a related accessory.

8. Ask for reviews

• Around 30 days post-delivery, send an automated review request. Encourage photos or videos—these tend to perform better on your product pages.
• If you get a glowing review, consider using it in ads.
• Here’s how Bart turned one of the FB comments to an instant Ad:

9. Surprise them with a digital gift

• Send something unexpected, like a Spotify playlist, a recipe guide, or a meditation app subscription.
• It’s a low-cost gesture that leaves a lasting impression.

10. Remind them to replenish

• For consumables, send reminders when it’s time to restock, either through email or SMS.
• Also give them options to easily skip, pause, readjust the schedule, cancel and to swap.

11. Offer early access to sales

• If you’re running a January or New Year promo, give this cohort VIP access.

12. Follow up with direct mail

• Stand out by sending a beautifully designed postcard or note. Physical mail carries a unique sense of legitimacy and thoughtfulness.

This list isn’t just about retaining customers—it’s about building trust and making them feel like part of your brand.

Alright folks, that’s it for today!