Black Friday and Cyber Monday (BFCM) might dominate the headlines in November, but the brands that lead markets don’t wait for Q4. They start in July, especially if they’re serious about building a retention-first growth strategy.

Why?

Because while most brands are still stuck in the past obsessing over legacy email tactic, the top 3% are doing something different.
They’re laying the foundation for retention-first growth, and they’re winning because of it.

Only 3% of brands are using live, data-driven retention email marketing. The other 97%? Still stuck in batch-and-blast mode missing the chance to build meaningful relationships, long-term loyalty, and sustainable revenue.

Legacy marketing is loud. Retention-first is smart. The top 3% know the difference.

At R360Growth, we partner with brands ready to break that cycle. From premium beauty to high-intent ecommerce and scaling DTCs, we help teams turn BFCM from a quick spike into the start of a compounding growth engine.

Every year, we guide our clients through seamless migrations to live email marketing well before the BFCM rush. Because when the rest are scrambling for attention, our clients are already building momentum.

BFCM isn’t about the weekend.
It’s about what happens next.

BFCM Isn’t the Big Bang. It’s the Spark.

Let’s stop calling BFCM a moment. It’s not. It’s a trigger.

The question isn’t “how big will our spike be?”
It’s: “What happens after the spike?”

The brands that win don’t chase one-off conversions.
They design systems that capture, nurture, and re-engage long after the sales page comes down.

And the brands that have not migrated to live email marketing?
They’re already behind.

Why July Is Your Real Starting Line

If you want a BFCM that actually moves the needle, July is when the work begins. Here’s how to land in Klaviyo's top 10% of KPIs:

1. Migrate to Live Email (Yes, Now)

Still stuck on static flows or clunky templates? You’re playing email in 2019.

Live email means:

  • Dynamic segments
  • Behaviour-based triggers
  • Real-time personalisation

It’s what lets your brand feel human at scale, and BFCM is no time for robotic blasts.

2. Audit What’s Working (and What’s Not)

No more static email marketing.
Dive into:

  • List and segment engagement
  • Deliverability
  • Last year’s performance

Then build smarter, not louder.

3. Run Experiments Before the Inbox War Begins

If you’re new to live email marketing, now’s your window. Get your core flows live. Test in August. Refine in September. Lock it in by October. BFCM waits for no one, and your inbox strategy shouldn’t either.

The best BFCM campaigns are proven before they’re ever launched.

4. Warm Up Your MVPs (Most Valuable Profiles)

Your best customers shouldn’t feel like part of a list. They should feel like someone you know, and genuinely value.

Now’s the time to move beyond urgency and discount fatigue. This is where personal, purposeful loyalty begins to work for you.

Start by showing, not just telling that you remember them:

  • A replenishment email that opens with:
    “[First Name], running low on your favourite? Here’s 15% off before you even have to think about it.”
  • A loyalty update that highlights:
    “You’ve earned 220 points since your last order, {First Name}, you're just 80 away from your next reward.” ‍
  • A curated early access note that doesn’t blast a product grid, but offers:
    “We picked these just for you, based on what you loved last season.”‍
  • A plain-text check-in that lands softly: “Still loving [Product Name]? Let us know—we’re listening.”

When your flows feel like memory and intention, not marketing, it changes how your brand lives in someone’s inbox.

Because loyalty isn’t built with louder messages. It’s built with timing, trust, and thoughtfulness.

How We Made BFCM Work 12 Months Straight

One of our premium beauty clients didn’t just win BFCM, they owned the quarter and the year.

Here’s what we did:

  • Loyalty Welcome Flow: +1287% uplift with real-time rewards
  • Rewards Reminder Flow: +186% MoM growth from strategic nudges
  • Abandoned Checkout Flow: +165% lift using urgency & timing
  • Segmented Buying Guide Campaign: 76% open, 3.11% CTR
  • Plain Text Reminder: 66% open, 6% CTR—minimalist, high-converting
  • Supercharged SMS (within Klaviyo): +200% YoY revenue, 21% click-through

Result?
58% of BFCM buyers returned for a second purchase within 90 days.
That’s 2x the industry average.

What the Top 3% Know That the Rest Don’t

At R360Growth, we don’t just work with the top 3%, we create them.

While the majority are still batch-blasting and discounting blindly, here’s what retention-first brands are doing right now to outperform:

  • Loyalty members spend 2.8x more
    Because we build loyalty systems that feel earned, not transactional.
  • Redeemed rewards = 725% more repeat purchases
    Because we don’t just hand out points, we engineer purpose behind them.
  • Welcome-back flows drive 63% higher LTV
    Because smart brands know reactivations are where real margin lives.
  • Plain text emails hit 4.98% CTR
    Because sometimes, one line in your tone of voice beats a 10-block template.
  • Segmentation that hits 76% open rates
    Because inbox success comes from knowing who to talk to—and how.
  • Post-purchase flows deliver up to 481% more revenue
    Because the most important message is often the one that comes after checkout.
These aren’t vanity metrics. These are R360Growth results, built on clarity, data, and strategic repetition.

These are the numbers we engineer, every day, for brands ready to do things differently.

Your BFCM-Ready Checklist

✔️ Start Now: Time isn't on your side
✔️ Migrate to Live Email: It's the only way to stand out in the crowd
✔️ Segment and Personalise: Every send should feel 1:1
✔️ Test and Iterate: Before the noise begins
✔️ Think Beyond BFCM: Loyalty, LTV, and post-purchase wins

We’ve seen how a smart strategy can turn post-sale silence into brand momentum. But this isn’t plug-and-play. It’s data-backed, brand-aligned, and behaviour-driven.

We’re now booking BFCM audit chats for a limited number of premium beauty and wellness brands. This is for teams who want more than a spike and are ready to scale the right way.

Only a few strategic slots available.

Ready to join the top 10% of Klaviyo brands this Q4?
Book your call {here.}

R360Growth
Where retention meets reality. Executed live. At scale. With impact.

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