Black Friday/Cyber Monday (BFCM) has evolved from a weekend sale to a high-stakes season that tests the limits of every ecommerce marketer. As acquisition costs rise and consumers grow fatigued by constant offers, how can brands make real, lasting connections?
At clearer.io, we believe that BFCM shouldn’t be about short-term spikes. It should be about building long-term customer value. That’s why we teamed up with Growth Gurus and Klaviyo to break down a more sustainable approach - using ViralSweep, our promotion platform , as the launchpad for acquisition, engagement, and retention.
Prefer to watch? Here’s the full strategy session featuring ViralSweep, Growth Gurus, and Klaviyo .
Why BFCM is getting harder for retailers BFCM continues to account for a growing share of annual revenue - but it comes at a cost.
Meta’s Cyber Monday ad prices surged 40% in 2024. CPCs on competitor brand keywords jumped as much as 16×. Consumers are increasingly tuning out over-saturated marketing. Email lists decay rapidly, with 25% degrading year-on-year. And yet, one constant remains: repeat buyers drive the majority of BFCM revenue . The brands that win are the ones that treat BFCM not as a flash sale - but as a relationship-building opportunity.
Growth Gurus (a Klaviyo Master Elite Partner) recommends a three-phase strategy for navigating BFCM as a lifecycle event. Here’s how to apply that using ViralSweep’s flexible campaign capabilities and Klaviyo’s automation power.
Phase 1: Pre-BFCM - Build and prepare your audience The most successful BFCM campaigns begin weeks in advance. October is the ideal window for launching strategic lead-gen efforts that warm up your audience and set the stage for conversion.
Here’s how to build a smarter list:
Clean your list: Remove disengaged subscribers so deliverability stays high.Grow with intent: Use ViralSweep giveaways to attract qualified leads and boost SMS opt-ins. Choose prizes that align with your ideal customer - not just whoever wants a freebie.Gather zero-party data: Add quizzes or surveys to your campaign. Ask questions that reveal purchase intent (e.g. are they shopping for themselves or gifting?).Start nurturing early: Use Klaviyo to trigger automated welcome flows that introduce your brand, showcase social proof, and build familiarity.Plan reminders strategically: Countdown emails, calendar links, and early access alerts help keep momentum high.Incentivise meaningful actions : With ViralSweep, you can go beyond email capture. Encourage additional behaviours like referring a friend or following your brand on social media - rewarding each with bonus entries to increase reach and engagement.ViralSweep supports multiple campaign formats - from classic sweepstakes to referral programs and reward-based actions. Every submission can be tailored to your brand and synced directly into Klaviyo for intelligent follow-up.
Phase 2: During BFCM - Segment, personalise, and convert Once BFCM hits, attention is scarce and competition fierce. Your messaging needs to be timely, relevant, and lean into margin protection.
Growth Gurus recommend four key tactics:
Segment with purpose: Use ViralSweep data - like quiz responses or action types - to separate gift-givers from self-shoppers, new leads from returning customers. Avoid one-size-fits-all campaigns.
Personalise offers: Use Klaviyo’s RFM analysis to identify your champions , customers who purchase frequently without needing discounts. Offer them early access, exclusives, or added value instead of blanket promotions.
Test creative formats: Try different campaign types - image-heavy, text-led, urgency-focused - and monitor performance. Small changes often lead to big differences in engagement.
Compress your flows: Instead of a 30-day post-purchase journey, condense retention flows into 3-5 days. If someone enters your giveaway on Friday, follow up by Sunday with a targeted offer or bundle.
If your brand is content-rich - especially in categories like fashion, fitness, or beauty - ViralSweep also gives you the option to run photo contests with gallery voting . These campaigns are a great way to collect visual UGC before or during BFCM and drive social engagement by allowing your audience to participate directly.
Phase 3: Post-BFCM - Turn new customers into loyal fans The real win isn’t the initial purchase - it’s the potential for a second, third, or tenth. Post-BFCM is where long-term value is built.
Here’s how to keep the momentum going:
Run funnel analysis: Use Klaviyo’s analytics to understand who dropped off and where. Did they open but not click? Click but not buy? Refine your messaging based on what the data shows.
Retarget with relevance: Use ViralSweep profile properties to segment based on behaviour. For example, someone who referred a friend might get a loyalty reward, while a non-winner could receive a consolation discount.
Introduce loyalty and referral perks: For your top customers, roll out incentives. ViralSweep makes it easy to launch refer-a-friend campaigns or reward-based promotions that feel like a natural extension of the BFCM journey.
Keep testing: Even after the sale, continue testing what resonates. Use the insights gained during BFCM to fuel evergreen retention strategies.
What a high-performing BFCM campaign looks like BFCM success isn’t about sending more emails, it’s about sending the right messages to the right people at the right time.
Here’s what that looks like when it all comes together:
A pre-BFCM giveaway that attracts and qualifies leads Opt-in flows that collect both contact details and intent signals Segmented, automated messaging based on real behaviours Follow-up campaigns that turn first-timers into repeat buyers Growth Gurus sum it up as a lifecycle approach - not a seasonal push.
A smarter approach to BFCM is possible You don’t need to overspend to win BFCM. With the right strategy, the right tools, and the right timing, you can build a campaign that grows your customer base, strengthens loyalty, and drives repeat revenue.
With ViralSweep for acquisition, Klaviyo for automation, and lifecycle strategy from Growth Gurus, you can turn BFCM into something that lasts far beyond Cyber Monday.
Want help building your BFCM campaign? Explore what’s possible with ViralSweep .
