1 thing about me: I’m loyal to a fault fortune.
So I spend a lot of BFCM worrying about subscribers and how to make sure they know they’re my VIPs, my favorite customers of all time (FCOATs), so they don’t churn.
Meanwhile, I chase after new customers, like my life depends on it. Knowing very well that many will be get-it-and-quit-it, 1-time buyers. BUT NOT ALL OF THEM.
It’s a delicate balancing act. With serious $$$ on the line. Today we talk about how to work both sides. BEFORE, DURING, AND AFTER BFCM.
SOMETHING’S MISSING
I have a retention team and an acquisition team. But where’s the bring-in-new-customers-without-pissing-off-VIPs team?
Somewhere in the messy middle.
The lifecycle automation platform GetResponse surveyed 2,400 consumers + 600 brands for its 2026 Customer Loyalty Report and confirmed my greatest fears:
🎭: 69% of brands say their budget is a 50/50 acquisition/retention split.
😱: Yet 70% of monthly repurchasers feel brands value NEW customers more.
NOOOOOOOO! THIS IS NOT OKAY!
You know your BEST customers, who’ve purchased from you multiple times, whom you’ve fought (and paid) for. They feel FORGOTTEN when they don’t hear from you, or only hear from you during peak season with the same promotions everybody gets. And, they feel downright DISRESPECTED when the best deals are for new customers only. (Trust me on this, I’m a professional shopper.) There are other fish in the sea, but your VIPs are gorgeous, precious mermaids you don’t want to fumble.
You can assume things about your NEW customers, especially during BFCM.
They’re discount-motivated WILD CARDS from who-knows-where. They’re expensive AF to woo and convert, so you can’t afford for 70-84% to buy once and bounce. (Yes, that’s the industry average. YIKES.)
Some of them will also be mermaids! But you won’t find out who, if you don’t treat them like they have the potential to become VIPs.
So. We’ve got 2 very different customers, who are maybe not completely different, just at different stages in the lifecycle. Both need to be nurtured and feel appreciated. And the busiest season of the year is already here?!
Don’t panic. Deep breaths. Keep reading. Or jump ahead for a solution, if you absolutely can’t wait, but stay calm. Let’s figure this out.
HOW TO KEEP YOUR BEST CUSTOMERS CLOSE AND YOUR NEW ONES CLOSER ALMOST AS CLOSE
Still with me? Great.
It’s time to build a system that can set you up for success through BFCM and beyond, then shepherd LTV with LOYAL and NEW customers.
A system that signals to BOTH customer sets how important they are to you. Even though VIPs are our favorites, and it’s not even close. Shhh!
This is where automation can make life easier. (More on that shortly.)
Whatever you do, however you do it, make sure these bases are covered…
🍂 BEFORE BFCM: LFG! Signal to VIPs and capture as many newbies as possible.
- Welcome message: This is the 2nd MOST-OPENED email you’ll ever send. Plus, welcomes generate OVER 300% more revenue than any other email. The more personalized, the better.
- Nurture sequence: Pace yourself. You have their email, not a marriage license. Brands see 50% more conversions when they take it slow vs. pushing product right away.
- Interest-based pop-ups: Generic pop-ups are annoying. Interest-based are helpful, especially when they fire at the moment of highest purchase intent.
- Lead magnets: Discount codes, free shipping offers, early access, quizzes, give the people what they want.
🎁 DURING BFCM: Gird your loins, growth dogs! Time to convert the surge.
- Abandoned cart recovery: 70% of shoppers abandon cart! Get ‘em back with messages after 1 hour, 24 hours, 72 hours.
- Exit-intent pop-ups: Did someone switch tabs or head toward the x of doom? A last-chance offer can immediately convert 10-15% of shoppers.
- Order confirmation: The MOST-OPENED email you’ll ever send. No better time to cross-sell and upsell without seeming pushy.
- Shipping notifications & updates: No need to explain. Grow trust. Minimize support tickets. Offer SMS notifications, while you’re at it.
🌱 AFTER BFCM: Holiday show’s over. Lock into LTV by driving repeat purchases.
- Post-purchase & review requests: Timing’s everything. Not too early, before they use the product. Not too late, when the experience is no longer fresh.
- Re-engagement & winback: Maybe they forgot about you. Remind them you’re awesome with bids that start short and sweet and escalate to discounts, if needed.
- Birthday & anniversary: Anyone can say, “Happy holidays!” Only brands that care say, “Happy birthday!” These emails have 20-30% higher open and conversion rates.
WHOA, THAT’S A LOT!
I know. There are even more in this guide. Fortunately, I also know an easy, free way to get every step in place, ASAP.
GetResponse helps brands turn more customers into REPEAT REVENUE, through connected lifecycle automation across email, SMS, and push notifications.
It easily integrates with Shopify, WooCommerce, and Magento and uses customer behavior and purchase data to trigger the most relevant communication possible. To everyone from your Day 1s to your 1st-but-not-last-time customers.
A lot’s happening right now, so why not start a free 14 day trial to GetResponse and see how things are going by the time November hits?
2 (more) reasons why:
- There’s white-glove onbarding, and if you fall in love, but are stuck with another tool, GetResponse will BUY YOU OUT of your contract. In this economy?! That feels really special… And, you’ve only just met!
- Hot tip: if you’re waiting until after Cyber to change anything (understandable), my little bird-on-the-inside told me that GetResponse will be running their own steep BFCM discount. Something to watch out for. Set a reminder, and say thank you to Jack for the tip. 🧛♀️
IT’S OCTOBER 20TH. DO YOU KNOW WHAT YOUR VIPs ARE DOING?
Promise me they’re getting an exclusive perk, advance sale, or special discount from you imminently. (Because I’m ready to shop.)
And, promise me you’re open to expanding your VIP circle by turning random BFCM wins into repeat customers with LTV you can count on. GetResponse can help you get there.