Laura is the Senior Content Marketing Manager at Postscript. She has spent the past decade working in ecommerce. When she isn't writing about her favorite topic (marketing) or listening to podcasts about her other favorite topic (ecommerce), she's hanging out with her two sons on an island off the coast of Maine.
Your most valuable BFCM subscriber hasn't signed up yet
Quick recap before we start. Last BFCM weekend, Postscript merchants sent 72% more messages than the year before. Revenue went up 48%. The unsubscribe rate went down 6%.
So sending works. But sending only works on people who are on the list, and the most valuable ones aren't yet.
[VIDEO: The New Kid, Simone]
Last year, the closer someone opted in to BFCM, the more they spent over BFCM weekend. The newest subscribers were worth up to 6x the baseline list. The people signing up in the next eight weeks are the people buying in the next eight weeks, which means the climb starts now, not in November.
Three things to do this week:
Refresh your popup. Lead with your biggest BFCM offer, keep the design simple and high-contrast, and add a countdown timer.
Add an exit intent popup. Clone your main popup, make it SMS-only, skip the intro screen, and set a 20-second cooldown. Brands collect up to 30% more subscribers during BFCM with one.
Turn on Onsite Opt-in at checkout. It has lifted opt-in rates 2 to 3x. If you're already using the Postscript Checkout Extension, it's on by default.
[VIDEO: Irish Exit, Paul]
If you want the full 90-second version of the list-growth playbook, including display rules and new opt-in sources, Kagan has it:
[VIDEO: List Growth BFCM Tips, Kagan]
The most valuable BFCM subscriber is the one who hasn't signed up yet. Last year, the closer someone opted in to BFCM, the more they spent, with the newest subscribers worth up to 6x the baseline list. Build the list in October with a refreshed popup, an exit intent popup, and checkout opt-in.
FAQ:
When should I start growing my SMS list for BFCM?
In October. Subscribers who opt in closest to BFCM spend the most over BFCM weekend, up to 6x the baseline list.
Do exit intent popups work for SMS?
Yes. Brands collect up to 30% more subscribers during BFCM with an SMS-only exit intent popup set to a 20-second cooldown.
Does sending more SMS during BFCM increase unsubscribes?
No. Postscript merchants sent 72% more messages over BFCM weekend last year, revenue rose 48%, and the unsubscribe rate fell 6%.
