Here are 6 proven ways I and other marketing leaders around the world have been using Marketing Analytics to help brands maximize their performance all year long.</p>\n\n\n\n<h2 class=\"wp-block-heading\">1. Exclude champions during sales periods to protect profit</h2>\n\n\n\n<p>Your champion customers—those who purchase frequently, recently, and spend the most—don’t need additional discounts to convert.</p>\n\n\n\n<p>Champions are typically customers who would’ve purchased without an incentive. They’re already loyal, they purchase at full price regularly, and they don’t necessarily need further incentive to continue doing business with your brand.</p>\n\n\n\n<p>During BFCM, excluding these customers from your main discount campaigns can help prevent over-discounting. Instead of offering them the same 30% off you’re giving everyone else, consider:</p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Early-access campaigns:</strong> Give champions first access to new products or limited inventory.</li>\n\n\n\n<li><strong>Exclusive experiences:</strong> Offer behind-the-scenes content or VIP customer service.</li>\n\n\n\n<li><strong>Value-added perks:</strong> Offer free shipping, extended returns, or gifts with purchase.</li>\n</ul>\n\n\n\n<p><strong>BFCM strategy pro tip:</strong> Before we started using Marketing Analytics, we had to manually create VIP customer segments and guess who to exclude. Now, RFM groups give us much more accurate data to leverage this opportunity without leaving money on the table.</p>\n\n\n\n<p>Of course, there are different schools of thought here. If your brand prioritizes rewarding loyal customers over maximizing profit margins, you might take the opposite approach and give champions even better deals.</p>\n\n\n\n<p>“We offer VIP discounts to loyal customers,” says Rowan Ahluwalia, head of growth and partner at <a href=https://www.klaviyo.com/"https://www.springmediainc.com//" target=\"_blank\" rel=\"noreferrer noopener\">Spring Media, Inc</a>., a full-stack growth partner based in Denver, Colorado. “We also offer early deals to lapsed customers, especially those who accounted for a significant portion of BFCM revenue the year before.”</p>\n\n\n\n<p>The key is to be intentional about your strategy rather than treating all customers the same.</p>\n\n\n\n<figure class=\"wp-block-klaviyo-gutenberg-blocks-pull-quote\"><blockquote class=\"klv-gutenberg-pull-quote__blockquote\">We offer early deals to lapsed customers, especially those who accounted for a significant portion of BFCM revenue the year before.</blockquote><figcaption class=\"klv-gutenberg-pull-quote__figcaption--attribution\"><cite class=\"klv-gutenberg-pull-quote__figcaption--attribution-name\">Rowan Ahluwalia, head of growth and partner</cite><div class=\"klv-gutenberg-pull-quote__figcaption--attribution-info\">Spring Media, Inc.</div></figcaption></figure>\n\n\n\n<h2 class=\"wp-block-heading\">2. Optimize your upsell flow timing based on common purchase patterns</h2>\n\n\n\n<p>One of the most powerful applications of Klaviyo Marketing Analytics is understanding optimal timing for up- and <a href=https://www.klaviyo.com/"https://help.klaviyo.com/hc/en-us/articles/115002775212/" target=\"_blank\" rel=\"noreferrer noopener\">cross-sell campaigns</a>. Instead of guessing when customers are ready to buy again, you can use actual purchase data to send messages at exactly the right moment.</p>\n\n\n\n<p>So, if you already have an upsell flow planned, this is a great way to make sure you time it correctly over the big weekend.</p>\n\n\n\n<p>A cosmetics brand SmartSites manages was selling $2 product samples so that customers could test shade ranges before committing to the full-size product. Initially, they were giving customers 30 days to use the product before sending an up-sell email.</p>\n\n\n\n<p>Using Klaviyo’s <a href=https://www.klaviyo.com/"https://help.klaviyo.com/hc/en-us/articles/26685770823451/" target=\"_blank\" rel=\"noreferrer noopener\">product insights</a>, we discovered that customers who purchased the full-size product typically came back within 15 days—not 30. We were missing a crucial two-week window when customers had already decided on their shade and were ready to purchase.</p>\n\n\n\n<p>Product insights shows you:</p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Purchase patterns:</strong> when customers typically buy again after specific products</li>\n\n\n\n<li><strong>Product affinity:</strong> which items are most commonly purchased together</li>\n\n\n\n<li><strong>Sequential purchases:</strong> what customers buy next after each product</li>\n\n\n\n<li><strong>Average order value:</strong> how much customers spend when specific items are in their cart</li>\n</ul>\n\n\n\n<p><strong>BFCM strategy pro tip:</strong> This feature is relatively new from Klaviyo—it wasn’t in wide use for BFCM 2024. Make sure you get familiar ahead of BFCM so it can help you convert new holiday shoppers into repeat customers.</p>\n\n\n\n<h2 class=\"wp-block-heading\">3. Use predictive timing to automate cross-sell flows</h2>\n\n\n\n<p>Another way Marketing Analytics really shines when cross-selling: the product analysis dashboard automatically creates two predictive profile properties for customers, including best cross-sell date and next best product.</p>\n\n\n\n<p>This means that, instead of manually setting up complex conditional splits for every product category, you can now create automated flows that adapt to each customer’s behavior.</p>\n\n\n\n<p>Here’s how it works: someone places an order, and instead of waiting a predetermined number of days to send a cross-sell email, Klaviyo determines the optimal timing based on:</p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Individual customer behavior</li>\n\n\n\n<li>Similar customer patterns</li>\n\n\n\n<li>Product-specific purchase cycles</li>\n\n\n\n<li>Seasonal trends</li>\n</ul>\n\n\n\n<p>The system then automatically sends personalized product recommendations at exactly the right moment for each customer.</p>\n\n\n\n<p>This feature is great for triggering net new flows that you didn’t have running before.</p>\n\n\n\n<p>For example, if two customers both purchase a product on Black Friday, but one typically buys skincare products and the other prefers eye makeup, they’ll receive different emails at different times. The first might get a moisturizer recommendation 15 days later, while the second gets an eyeshadow suggestion after just 5 days—all based on predictive analytics, rather than guesswork.</p>\n\n\n\n<p>The automation handles complexity that used to require hours of manual set-up and constant optimization.</p>\n\n\n\n<figure class=\"wp-block-klaviyo-gutenberg-blocks-pull-quote\"><blockquote class=\"klv-gutenberg-pull-quote__blockquote\">Predictive timing handles complexity that used to require hours of manual set-up and constant optimization.</blockquote><figcaption class=\"klv-gutenberg-pull-quote__figcaption--attribution\"></figcaption></figure>\n\n\n\n<h2 class=\"wp-block-heading\">4. Use Marketing Analytics to engineer repeat purchases during BFCM</h2>\n\n\n\n<p>Of course, BFCM is the <a href=https://www.klaviyo.com/"https://www.klaviyo.com/blog/winning-strategies-that-defined-bfcm-2024/">biggest shopping weekend of the year</a> for lots of companies. But the groundwork you lay over the big weekend can also help you strengthen your <a href=https://www.klaviyo.com/"https://www.klaviyo.com/blog/retention-marketing-strategies-brands/">customer retention</a> in the long term.</p>\n\n\n\n<p>“The insights from product timing data become even more powerful when you shift your BFCM strategy entirely,” says George Rodríguez, founder of <a href=https://www.klaviyo.com/"https://www.a-game.digital/second-sale-method?utm_source=klaviyo\%22 target=\"_blank\" rel=\"noreferrer noopener\">A-Game Digital</a>. “Most brands make a critical mistake during BFCM: they focus solely on one-time purchases instead of engineering repeat sales within the same period.”</p>\n\n\n\n<p>“We advise brands to treat a first-time buyer as a lead rather than a customer,” Rodríguez explains. “You haven’t really converted them to a customer until they’ve bought for the second time. The first time they transacted with you, it might be because of a particular offer or a product.”</p>\n\n\n\n<p>This shift in mindset can dramatically impact your BFCM results. Instead of celebrating just the initial sale volume, focus on creating opportunities for customers to make a second purchase during the same promotional period.</p>\n\n\n\n<p>Rodríguez recommends using the natural urgency of the sales period to compress typical purchase cycles.</p>\n\n\n\n<p>“Instead of that 30-day period where that second purchase may happen naturally, now we have 4 days,” Rodríguez explains. “So we’re compressing it, and we’re saying, ‘Hey, if this is something you’re going to buy again anyway, why not buy it now?'”</p>\n\n\n\n<p>How to execute this strategy:</p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Use Marketing Analytics</strong> to identify products with high repurchase or cross-sell probability.</li>\n\n\n\n<li><strong>Create urgency messaging</strong> around the limited-time nature of BFCM deals.</li>\n\n\n\n<li><strong>Leverage Cyber Monday</strong> as a natural deadline to bookend the buying opportunity.</li>\n\n\n\n<li><strong>Focus on complementary products</strong> that naturally pair with initial purchases.</li>\n</ol>\n\n\n\n<figure class=\"wp-block-klaviyo-gutenberg-blocks-pull-quote\"><blockquote class=\"klv-gutenberg-pull-quote__blockquote\">We advise brands to treat a first-time buyer as a lead rather than a customer.</blockquote><figcaption class=\"klv-gutenberg-pull-quote__figcaption--attribution\"><cite class=\"klv-gutenberg-pull-quote__figcaption--attribution-name\">George Rodríguez, founder</cite><div class=\"klv-gutenberg-pull-quote__figcaption--attribution-info\">A-Game Digital</div></figcaption></figure>\n\n\n\n<h2 class=\"wp-block-heading\">5. Create at-risk VIP rescue campaigns with emotional messaging</h2>\n\n\n\n<p>Not all VIP customers are created equal. Some have high monetary value but haven’t purchased recently or frequently. Marketing Analytics gives you the ability to segment these people incredibly specifically, and to discover groups like “Needs Attention” customers. And BFCM is the perfect opportunity to <a href=https://www.klaviyo.com/"https://www.klaviyo.com/blog/winback-email-campaign-examples/">win them back</a>.</p>\n\n\n\n<p>These customers represent huge potential because they’ve proven they’re willing to spend significant amounts with your brand. They just need the right nudge to re-engage.</p>\n\n\n\n<p>Rodríguez emphasizes the importance of emotional messaging for these high-value lapsed customers: “Be thoughtful about where they are in the customer journey and how you should speak to them,” he says. “Use all the available data and don’t be afraid to lean on generative AI to help you come up with creative, emotional messaging to re-engage them.”</p>\n\n\n\n<p>An effective at-risk VIP campaign might include:</p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Personalized product recommendations</strong> based on their purchase history</li>\n\n\n\n<li><strong>Exclusive offers</strong> that feel special, not generic</li>\n\n\n\n<li><strong>Social proof</strong> showing what other similar customers are buying</li>\n\n\n\n<li><strong>Emotional messaging</strong> that acknowledges their VIP status and previous relationship with your brand</li>\n</ul>\n\n\n\n<p>The key is acknowledging their VIP status while addressing why they might have drifted away. Maybe your product line has evolved, or they’ve had a life change that affects their shopping habits. Your messaging should feel like a personal invitation back rather than a desperate sales pitch.</p>\n\n\n\n<p>“Emotion beats rationality every time,” Rodríguez notes. “People will buy based on emotion, and then, they’ll back it up with rational decision-making.”</p>\n\n\n\n<figure class=\"wp-block-klaviyo-gutenberg-blocks-pull-quote\"><blockquote class=\"klv-gutenberg-pull-quote__blockquote\">Emotion beats rationality every time.</blockquote><figcaption class=\"klv-gutenberg-pull-quote__figcaption--attribution\"><cite class=\"klv-gutenberg-pull-quote__figcaption--attribution-name\">George Rodríguez, founder</cite><div class=\"klv-gutenberg-pull-quote__figcaption--attribution-info\">A-Game Digital</div></figcaption></figure>\n\n\n\n<h2 class=\"wp-block-heading\">6. Personalize landing pages according to RFM segments</h2>\n\n\n\n<p>While most brands focus on using RFM data to segment their email and SMS campaigns, forward-thinking agencies are taking personalization a step further by extending these insights to the post-click experience.</p>\n\n\n\n<p>Instead of sending all customers to the same generic landing page, savvy marketers are creating personalized landing pages that speak directly to each customer segment’s unique needs and motivations.</p>\n\n\n\n<p>Chip Moloney, partner at <a href=https://www.klaviyo.com/"https://themazegroup.com//" target=\"_blank\" rel=\"noreferrer noopener\">The Maze Group</a>, a full creative strategy agency, explains how his agency approaches this advanced personalization strategy: “With RFM analysis, we identify key segments. A one-time wellness buyer slipping away needs a different landing page than a loyal high-LTV customer—and our strategy reflects that, so that they get different landing page experiences.”<br></p>\n\n\n\n<p>First, Moloney’s team creates detailed customer profiles by analyzing review data, conducting segment analysis, and mapping customer benefits and pain points. For a single-SKU product, they might develop as many as 9 distinct personas, while multi-product brands typically focus on 2–3 core personas per product collection.</p>\n\n\n\n<p>The magic happens when these personas intersect with RFM data. “We create unique landing pages so that instead of saying, ‘Hey, here’s all our offers on one landing page,’ we’re able to show offers that are relevant to a particular shopper,” Moloney says.</p>\n\n\n\n<p>For BFCM, this means your VIP customers might land on a page highlighting exclusive early access or premium bundles, while at-risk customers see messaging focused on addressing their hesitations—perhaps featuring more social proof, satisfaction guarantees, or special comeback offers.</p>\n\n\n\n<p>The approach requires upfront planning but delivers significant results. “We find that these types of personalized landing pages that are persona-specific can increase conversion rate by 50%,” Moloney says.</p>\n\n\n\n<p>For brands new to this approach, Moloney recommends a focused roll-out strategy. “Pick the highest-value shoppers—they have the most potential value. ‘At-risk’ would be shoppers that would provide a lot of value if you bring them back.”</p>\n\n\n\n<p>Moloney recommends brands start by creating 3 targeted landing pages: one for VIPs, one for at-risk customers, and one for your largest customer segment. Test these against your standard landing page experience, then gradually expand as you prove the concept works.</p>\n\n\n\n<p>The long-term vision involves automation and dynamic content blocks, reducing the manual effort required to maintain multiple landing page experiences. But even the initial manual approach can deliver substantial improvements to your BFCM performance by ensuring every customer feels like your Black Friday offers were designed specifically for them.</p>\n\n\n\n<figure class=\"wp-block-klaviyo-gutenberg-blocks-pull-quote\"><blockquote class=\"klv-gutenberg-pull-quote__blockquote\">With RFM analysis, we identify key segments. Then, we create unique landing pages, which can increase conversion rates by 50%.</blockquote><figcaption class=\"klv-gutenberg-pull-quote__figcaption--attribution\"><cite class=\"klv-gutenberg-pull-quote__figcaption--attribution-name\">Chip Moloney, partner</cite><div class=\"klv-gutenberg-pull-quote__figcaption--attribution-info\">The Maze Group</div></figcaption></figure>\n\n\n\n<h2 class=\"wp-block-heading\">Looking beyond BFCM</h2>\n\n\n\n<p>BFCM isn’t just about one weekend of sales—it’s a critical opportunity to build your retention strategy for the entire year ahead. With so many new customers discovering your brand through external marketing and increased traffic, what happens <a href=https://www.klaviyo.com/"https://www.klaviyo.com/blog/post-purchase-emails/">post-purchase becomes crucial for converting first-time buyers into loyal customers and brand advocates.</p>\n\n\n\n<p>The data you collect during BFCM becomes the foundation for more sophisticated segmentation throughout the year.</p>\n\n\n\n<p>Rodríguez reinforces this long-term thinking: “With BFCM, there are always a lot of high-fives around how many sales you got during that timeframe, but the larger goal should really be around getting two or more sales during that timeframe. How can you work that idea into your BFCM strategy?”</p>\n\n\n\n<p>By implementing these strategies with Klaviyo Marketing Analytics, you’ll not only maximize your BFCM performance—you’ll also set the foundation for stronger customer relationships that drive revenue throughout the year.</p>\n\n\n\n<p>Below is a list of each capability and how you can use it.</p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Klaviyo Marketing Analytics capability</strong></td><td><strong>How it works</strong></td></tr><tr><td>Drive better personalization and customer targeting.</td><td>Use actionable customer and product insights from comprehensive reporting tools to enrich your marketing strategy with additional data.</td></tr><tr><td>Optimize revenue and reduce customer churn.</td><td>Use <a href=https://www.klaviyo.com/"https://help.klaviyo.com/hc/en-us/articles/17797889315355/" target=\"_blank\" rel=\"noreferrer noopener\">RFM analysis</a> to automatically categorize customers into behavioral groupings (like “Loyal customers”) and identify at-risk customers for targeted win-back campaigns.</td></tr><tr><td>Identify and fix customer journey drop-offs.</td><td>Use <a href=https://www.klaviyo.com/"https://help.klaviyo.com/hc/en-us/articles/17798009376155/" target=\"_blank\" rel=\"noreferrer noopener\">funnel analysis</a> to pinpoint exactly where customers are leaving your marketing funnel and optimize those specific touchpoints.</td></tr><tr><td>Maximize conversion rates through targeted segmentation.</td><td>Use the <a href=https://www.klaviyo.com/"https://help.klaviyo.com/hc/en-us/articles/28474458127899/" target=\"_blank\" rel=\"noreferrer noopener\">conversion overview dashboard</a> and the <a href=https://www.klaviyo.com/"https://help.klaviyo.com/hc/en-us/articles/17798068936219/" target=\"_blank\" rel=\"noreferrer noopener\">audience performance summary report</a> to analyze total conversions, revenue, attribution, and performance by segment.</td></tr><tr><td>Unlock cross- and upsell opportunities.</td><td>Use catalog insights and the <a href=https://www.klaviyo.com/"https://help.klaviyo.com/hc/en-us/articles/26685770823451/" target=\"_blank\" rel=\"noreferrer noopener\">product analysis dashboard</a> and use predictive profile properties like “Best cross-sell date” and “Next best product” for automated, personalized product recommendations.</td></tr><tr><td>Track long-term customer value and behavior patterns.</td><td>Use <a href=https://www.klaviyo.com/"https://help.klaviyo.com/hc/en-us/articles/33789127136027/" target=\"_blank\" rel=\"noreferrer noopener\">cohort analysis</a> and <a href=https://www.klaviyo.com/"https://help.klaviyo.com/hc/en-us/articles/17797865070235/" target=\"_blank\" rel=\"noreferrer noopener\">customizable CLV</a> to analyze customer groups over time and predict future purchasing behaviors based on current buying habits.</td></tr><tr><td>Create more accurate business reporting.</td><td>Use the expanded <a href=https://www.klaviyo.com/"https://help.klaviyo.com/hc/en-us/articles/22311085738395/" target=\"_blank\" rel=\"noreferrer noopener\">custom metrics</a> capability to configure events that better represent your specific business operations, such as separating retail from ecommerce events or excluding subscription orders.</td></tr><tr><td>Strategize merchandising and campaign timing.</td><td>Enable data-driven decisions about which products to promote together, when to send post-purchase flows, and how to align product recommendations with optimal customer journey timing.</td></tr></tbody></table></figure>\n\n\n\n<div class=\"wp-block-klaviyo-gutenberg-blocks-cta\"><div class=\"cta-text-container\"><div class=\"cta-headline\">Get a free Klaviyo audit from SmartSites. </div><a aria-label=\"Get a free Klaviyo audit from SmartSites. (opens in a new tab)\" class=\"klaviyo-button\" href=https://www.klaviyo.com/"https://www.smartsites.com/lp/klaviyo-audit-partner/?utm_source=klaviyo&utm_medium=blog\%22 rel=\"noopener\" target=\"_blank\">Learn more</a></div></div>\n\n\n\n<p></p>\n"],"templatesEditorial":[0,{"cardImage":[0],"footerForm":[0,{"__typename":[0,"ContentNode_Templateseditorial_FooterForm"],"form":[0,{"__typename":[0,"ContentNode_Templateseditorial_FooterForm_Form"],"klaviyoForm":[0,{"__typename":[0,"ContentNode_Templateseditorial_FooterForm_Form_KlaviyoForm"],"backgroundColor":[0,null],"formId":[0,"WSHs39"]}],"hubspotForm":[0,{"__typename":[0,"ContentNode_Templateseditorial_FooterForm_Form_HubspotForm"],"redirectUrl":[0,null],"formId":[0,null],"formHeadline":[0,null]}]}],"formType":[0,"klaviyo"],"useForm":[0,true]}],"metaHeaderCopy":[0,{"displayAuthorsInFooter":[0,true],"displayAuthorsDate":[0,true],"displayBreadcrumbs":[0,true],"displayCategories":[0,true]}],"postTitle":[0,{"shortTitle":[0,"Use Marketing Analytics to level up your BFCM strategy "]}],"sideDownloadCta":[0,{"bodyCopy":[0,null],"buttons":[0,null],"headline":[0,null],"thumbnail":[0,null]}],"titleCtas":[0,{"__typename":[0,"ContentNode_Templateseditorial_TitleCtas"],"buttons":[0,null]}],"showRelatedContent":[0,true],"showRelatedContentGrayLine":[0,true],"showTableOfContents":[0,true]}],"isPost":[0,true],"authors":[1,[[0,{"__typename":[0,"User"],"description":[0,"Ashley Ismailovski, MBA is an Email and SMS Marketing expert at SmartSites, a digital marketing agency that has been an Inc5000 fastest growing company for the last 8 years. As the director of email marketing, Ashley developed and launched the agency's email and SMS marketing services in 2021 based on documented client needs for stronger customer retention strategies. She and her team have since worked to nurture customer databases, generate stronger brand affinity, and drive millions of dollars in revenue for their clients. In 2023, Ashley joined the Klaviyo Community Champions cohort as a thought leader in email and SMS and platform expert, and was invited back to the program for a third year in 2025 after being recognized as a top performer. When she's not working with clients or engaging in discussions in the Community, you can find her speaking at conferences across the world about her tried and tested strategies for omnichannel marketing success."],"name":[0,"Ashley Ismailovski"],"firstName":[0,"Ashley"],"lastName":[0,"Ismailovski"],"uri":[0,"/blog/author/ashleyismailovski"],"usersAuthor":[0,{"__typename":[0,"User_Usersauthor"],"facebook":[0,null],"instagram":[0,null],"jobTitle":[0,null],"linkedIn":[0,null],"profilePhoto":[0,{"__typename":[0,"MediaItem"],"altText":[0,""],"sourceUrl":[0,"https://klaviyocms.wpengine.com/wp-content/uploads/2024/06/Ashley-Ismailovski-Headshot.webp"],"srcSet":[0,"https://klaviyocms.wpengine.com/wp-content/uploads/2024/06/Ashley-Ismailovski-Headshot.webp 1768w, https://klaviyocms.wpengine.com/wp-content/uploads/2024/06/Ashley-Ismailovski-Headshot-768x768.webp 768w, https://klaviyocms.wpengine.com/wp-content/uploads/2024/06/Ashley-Ismailovski-Headshot-1536x1536.webp 1536w, https://klaviyocms.wpengine.com/wp-content/uploads/2024/06/Ashley-Ismailovski-Headshot-900x900.webp 900w, https://klaviyocms.wpengine.com/wp-content/uploads/2024/06/Ashley-Ismailovski-Headshot-630x630.webp 630w, https://klaviyocms.wpengine.com/wp-content/uploads/2024/06/Ashley-Ismailovski-Headshot-20x20.webp 20w, https://klaviyocms.wpengine.com/wp-content/uploads/2024/06/Ashley-Ismailovski-Headshot-380x380.webp 380w, https://klaviyocms.wpengine.com/wp-content/uploads/2024/06/Ashley-Ismailovski-Headshot-576x576.webp 576w, https://klaviyocms.wpengine.com/wp-content/uploads/2024/06/Ashley-Ismailovski-Headshot-992x992.webp 992w, https://klaviyocms.wpengine.com/wp-content/uploads/2024/06/Ashley-Ismailovski-Headshot-1024x1024.webp 1024w, https://klaviyocms.wpengine.com/wp-content/uploads/2024/06/Ashley-Ismailovski-Headshot-1366x1366.webp 1366w, https://klaviyocms.wpengine.com/wp-content/uploads/2024/06/Ashley-Ismailovski-Headshot-450x450.webp 450w"]}],"twitter":[0,null]}]}]]]}" ssr client="load" before-hydration-url="https://687e6929b7ad250008db8cfd--klaviyo-marketing-site-astro.netlify.app/_astro/astro_scripts/before-hydration.js.CswXEAt8.js" opts="{"name":"ReactEditorialLayout","value":true}" await-children>
6 ways to use Klaviyo Marketing Analytics for smarter BFCM strategies
Black Friday Cyber Monday (BFCM) presents a massive opportunity for ecommerce brands. But with so much competition for shoppers’ attention, how do you make sure your campaigns drive meaningful results instead of just adding to the noise?
The answer lies in Klaviyo Marketing Analytics. This add-on helps brands elevate their marketing with more advanced, powerful insights.
With Klaviyo Marketing Analytics, data becomes actionable insights that can transform your BFCM strategy from generic blasts into hyper-personalized campaigns that resonate with each customer segment.
As director of email marketing at SmartSites, a digital marketing agency based in the NYC metropolitan area, I began using Klaviyo Marketing Analytics with my team during BFCM 2024, with undeniable results.
Here are 6 proven ways I and other marketing leaders around the world have been using Marketing Analytics to help brands maximize their performance all year long.
1. Exclude champions during sales periods to protect profit
Your champion customers—those who purchase frequently, recently, and spend the most—don’t need additional discounts to convert.
Champions are typically customers who would’ve purchased without an incentive. They’re already loyal, they purchase at full price regularly, and they don’t necessarily need further incentive to continue doing business with your brand.
During BFCM, excluding these customers from your main discount campaigns can help prevent over-discounting. Instead of offering them the same 30% off you’re giving everyone else, consider:
- Early-access campaigns: Give champions first access to new products or limited inventory.
- Exclusive experiences: Offer behind-the-scenes content or VIP customer service.
- Value-added perks: Offer free shipping, extended returns, or gifts with purchase.
BFCM strategy pro tip: Before we started using Marketing Analytics, we had to manually create VIP customer segments and guess who to exclude. Now, RFM groups give us much more accurate data to leverage this opportunity without leaving money on the table.
Of course, there are different schools of thought here. If your brand prioritizes rewarding loyal customers over maximizing profit margins, you might take the opposite approach and give champions even better deals.
“We offer VIP discounts to loyal customers,” says Rowan Ahluwalia, head of growth and partner at Spring Media, Inc., a full-stack growth partner based in Denver, Colorado. “We also offer early deals to lapsed customers, especially those who accounted for a significant portion of BFCM revenue the year before.”
The key is to be intentional about your strategy rather than treating all customers the same.
We offer early deals to lapsed customers, especially those who accounted for a significant portion of BFCM revenue the year before.
2. Optimize your upsell flow timing based on common purchase patterns
One of the most powerful applications of Klaviyo Marketing Analytics is understanding optimal timing for up- and cross-sell campaigns. Instead of guessing when customers are ready to buy again, you can use actual purchase data to send messages at exactly the right moment.
So, if you already have an upsell flow planned, this is a great way to make sure you time it correctly over the big weekend.
A cosmetics brand SmartSites manages was selling $2 product samples so that customers could test shade ranges before committing to the full-size product. Initially, they were giving customers 30 days to use the product before sending an up-sell email.
Using Klaviyo’s product insights, we discovered that customers who purchased the full-size product typically came back within 15 days—not 30. We were missing a crucial two-week window when customers had already decided on their shade and were ready to purchase.
Product insights shows you:
- Purchase patterns: when customers typically buy again after specific products
- Product affinity: which items are most commonly purchased together
- Sequential purchases: what customers buy next after each product
- Average order value: how much customers spend when specific items are in their cart
BFCM strategy pro tip: This feature is relatively new from Klaviyo—it wasn’t in wide use for BFCM 2024. Make sure you get familiar ahead of BFCM so it can help you convert new holiday shoppers into repeat customers.
3. Use predictive timing to automate cross-sell flows
Another way Marketing Analytics really shines when cross-selling: the product analysis dashboard automatically creates two predictive profile properties for customers, including best cross-sell date and next best product.
This means that, instead of manually setting up complex conditional splits for every product category, you can now create automated flows that adapt to each customer’s behavior.
Here’s how it works: someone places an order, and instead of waiting a predetermined number of days to send a cross-sell email, Klaviyo determines the optimal timing based on:
- Individual customer behavior
- Similar customer patterns
- Product-specific purchase cycles
- Seasonal trends
The system then automatically sends personalized product recommendations at exactly the right moment for each customer.
This feature is great for triggering net new flows that you didn’t have running before.
For example, if two customers both purchase a product on Black Friday, but one typically buys skincare products and the other prefers eye makeup, they’ll receive different emails at different times. The first might get a moisturizer recommendation 15 days later, while the second gets an eyeshadow suggestion after just 5 days—all based on predictive analytics, rather than guesswork.
The automation handles complexity that used to require hours of manual set-up and constant optimization.
Predictive timing handles complexity that used to require hours of manual set-up and constant optimization.
4. Use Marketing Analytics to engineer repeat purchases during BFCM
Of course, BFCM is the biggest shopping weekend of the year for lots of companies. But the groundwork you lay over the big weekend can also help you strengthen your customer retention in the long term.
“The insights from product timing data become even more powerful when you shift your BFCM strategy entirely,” says George Rodríguez, founder of A-Game Digital. “Most brands make a critical mistake during BFCM: they focus solely on one-time purchases instead of engineering repeat sales within the same period.”
“We advise brands to treat a first-time buyer as a lead rather than a customer,” Rodríguez explains. “You haven’t really converted them to a customer until they’ve bought for the second time. The first time they transacted with you, it might be because of a particular offer or a product.”
This shift in mindset can dramatically impact your BFCM results. Instead of celebrating just the initial sale volume, focus on creating opportunities for customers to make a second purchase during the same promotional period.
Rodríguez recommends using the natural urgency of the sales period to compress typical purchase cycles.
“Instead of that 30-day period where that second purchase may happen naturally, now we have 4 days,” Rodríguez explains. “So we’re compressing it, and we’re saying, ‘Hey, if this is something you’re going to buy again anyway, why not buy it now?'”
How to execute this strategy:
- Use Marketing Analytics to identify products with high repurchase or cross-sell probability.
- Create urgency messaging around the limited-time nature of BFCM deals.
- Leverage Cyber Monday as a natural deadline to bookend the buying opportunity.
- Focus on complementary products that naturally pair with initial purchases.
We advise brands to treat a first-time buyer as a lead rather than a customer.
5. Create at-risk VIP rescue campaigns with emotional messaging
Not all VIP customers are created equal. Some have high monetary value but haven’t purchased recently or frequently. Marketing Analytics gives you the ability to segment these people incredibly specifically, and to discover groups like “Needs Attention” customers. And BFCM is the perfect opportunity to win them back.
These customers represent huge potential because they’ve proven they’re willing to spend significant amounts with your brand. They just need the right nudge to re-engage.
Rodríguez emphasizes the importance of emotional messaging for these high-value lapsed customers: “Be thoughtful about where they are in the customer journey and how you should speak to them,” he says. “Use all the available data and don’t be afraid to lean on generative AI to help you come up with creative, emotional messaging to re-engage them.”
An effective at-risk VIP campaign might include:
- Personalized product recommendations based on their purchase history
- Exclusive offers that feel special, not generic
- Social proof showing what other similar customers are buying
- Emotional messaging that acknowledges their VIP status and previous relationship with your brand
The key is acknowledging their VIP status while addressing why they might have drifted away. Maybe your product line has evolved, or they’ve had a life change that affects their shopping habits. Your messaging should feel like a personal invitation back rather than a desperate sales pitch.
“Emotion beats rationality every time,” Rodríguez notes. “People will buy based on emotion, and then, they’ll back it up with rational decision-making.”
Emotion beats rationality every time.
6. Personalize landing pages according to RFM segments
While most brands focus on using RFM data to segment their email and SMS campaigns, forward-thinking agencies are taking personalization a step further by extending these insights to the post-click experience.
Instead of sending all customers to the same generic landing page, savvy marketers are creating personalized landing pages that speak directly to each customer segment’s unique needs and motivations.
Chip Moloney, partner at The Maze Group, a full creative strategy agency, explains how his agency approaches this advanced personalization strategy: “With RFM analysis, we identify key segments. A one-time wellness buyer slipping away needs a different landing page than a loyal high-LTV customer—and our strategy reflects that, so that they get different landing page experiences.”
First, Moloney’s team creates detailed customer profiles by analyzing review data, conducting segment analysis, and mapping customer benefits and pain points. For a single-SKU product, they might develop as many as 9 distinct personas, while multi-product brands typically focus on 2–3 core personas per product collection.
The magic happens when these personas intersect with RFM data. “We create unique landing pages so that instead of saying, ‘Hey, here’s all our offers on one landing page,’ we’re able to show offers that are relevant to a particular shopper,” Moloney says.
For BFCM, this means your VIP customers might land on a page highlighting exclusive early access or premium bundles, while at-risk customers see messaging focused on addressing their hesitations—perhaps featuring more social proof, satisfaction guarantees, or special comeback offers.
The approach requires upfront planning but delivers significant results. “We find that these types of personalized landing pages that are persona-specific can increase conversion rate by 50%,” Moloney says.
For brands new to this approach, Moloney recommends a focused roll-out strategy. “Pick the highest-value shoppers—they have the most potential value. ‘At-risk’ would be shoppers that would provide a lot of value if you bring them back.”
Moloney recommends brands start by creating 3 targeted landing pages: one for VIPs, one for at-risk customers, and one for your largest customer segment. Test these against your standard landing page experience, then gradually expand as you prove the concept works.
The long-term vision involves automation and dynamic content blocks, reducing the manual effort required to maintain multiple landing page experiences. But even the initial manual approach can deliver substantial improvements to your BFCM performance by ensuring every customer feels like your Black Friday offers were designed specifically for them.
With RFM analysis, we identify key segments. Then, we create unique landing pages, which can increase conversion rates by 50%.
Looking beyond BFCM
BFCM isn’t just about one weekend of sales—it’s a critical opportunity to build your retention strategy for the entire year ahead. With so many new customers discovering your brand through external marketing and increased traffic, what happens post-purchase becomes crucial for converting first-time buyers into loyal customers and brand advocates.
The data you collect during BFCM becomes the foundation for more sophisticated segmentation throughout the year.
Rodríguez reinforces this long-term thinking: “With BFCM, there are always a lot of high-fives around how many sales you got during that timeframe, but the larger goal should really be around getting two or more sales during that timeframe. How can you work that idea into your BFCM strategy?”
By implementing these strategies with Klaviyo Marketing Analytics, you’ll not only maximize your BFCM performance—you’ll also set the foundation for stronger customer relationships that drive revenue throughout the year.
Below is a list of each capability and how you can use it.
| Klaviyo Marketing Analytics capability | How it works |
| Drive better personalization and customer targeting. | Use actionable customer and product insights from comprehensive reporting tools to enrich your marketing strategy with additional data. |
| Optimize revenue and reduce customer churn. | Use RFM analysis to automatically categorize customers into behavioral groupings (like “Loyal customers”) and identify at-risk customers for targeted win-back campaigns. |
| Identify and fix customer journey drop-offs. | Use funnel analysis to pinpoint exactly where customers are leaving your marketing funnel and optimize those specific touchpoints. |
| Maximize conversion rates through targeted segmentation. | Use the conversion overview dashboard and the audience performance summary report to analyze total conversions, revenue, attribution, and performance by segment. |
| Unlock cross- and upsell opportunities. | Use catalog insights and the product analysis dashboard and use predictive profile properties like “Best cross-sell date” and “Next best product” for automated, personalized product recommendations. |
| Track long-term customer value and behavior patterns. | Use cohort analysis and customizable CLV to analyze customer groups over time and predict future purchasing behaviors based on current buying habits. |
| Create more accurate business reporting. | Use the expanded custom metrics capability to configure events that better represent your specific business operations, such as separating retail from ecommerce events or excluding subscription orders. |
| Strategize merchandising and campaign timing. | Enable data-driven decisions about which products to promote together, when to send post-purchase flows, and how to align product recommendations with optimal customer journey timing. |
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