The most reliable method to increase your Q4 ROI by 30-60%

A few weeks ago, I sat down with 2 eCom experts to host a training on BFCM.

Each of us delivered a session breaking down our blueprint for Google, Meta, and email.

We’ve generated hundreds of millions for brands of every size, across nearly every vertical

So we’ve seen what’s working right now.

And from our presentations, there’s a set of strategies that consistently produce the best ROI.

In this email, I’m gonna give you some ideas for how you can implement them.

Let’s dive in.

Imagine BFCM in a physical setting, where your market is a street packed with stores side by side.

Thousands more people are walking by than usual, all looking for deals and ready to buy something.

Every single store has bright banners screaming "MASSIVE SALE."

So how do you get people to walk into your store?

Well…

There are 2 simple ways to do it.

First: attract people who are already primed to buy from you.

These are shoppers who walk into BFCM with your brand in mind.

Maybe they’ve been on your list, seen your ads, or heard about you from friends.

Even if they’re not fully ready to buy, that awareness gives you a massive edge over competitors they don’t know.

For our clients: 

We use Demand Gen campaigns and drive people to a pre-sale page with the promise of “early BFCM deal access.”

That way, they’re already warmed up and thinking about the offer before the big weekend hits.

In the training session, my friend Josh also shared how to do the same thing with email

The idea is that… you send a special early-access offer to your VIPs.

There are 3 benefits to doing this:

• You get sales early

• You build a deeper relationship with your best customers

• You keep the rest of your list fresh, so your big BFCM push doesn’t just feel like “another sale.”

What about the second way?

Second: Win the head-to-head competition.

When every shop is running similar promotions, people choose based on 3 factors:

1. They believe you have the best deal

2. The deal feels tailored specifically to them

3. Or… they just wander into the store by chance.

You obviously can’t control #3, but you can control #1 and #2.

For #1, when I say “best deal”, I don’t mean the biggest discount or the cheapest price.

It means the highest perceived value: what they feel they get for what they pay.

Lowering the price is an option.

But you can also add more value to your offer with bundles, free add-ons, or bonus products.

These not only protect your margins… but they also make your offer more unique and easier to say yes to.

For #2, this is where personalization comes into play.

Your audience includes different groups of people:

1. Email subscribers. People who subscribed to your list but haven’t bought anything. They are interested in your products but need some extra push to become customers.

2.  Existing customers. They have bought something from you before. They trust your brand 

3. High-value customers. They are your top 20% customers by revenue or purchase frequency. They advocate for your brand and likely tell other people about you.

So on and so on.

When you look at these different groups, you have to admit:

Marketing to all of them with the same message is kind of tough.

They have a different set of desires… and respond to different kinds of appeal.

Of course, some people will buy regardless of whether you send them a generic “50% off” message.

But a large portion might tune themselves out of the sale because the messaging doesn’t appeal to them.

So if you want to effectively convert each group, you need a message that caters to them.

The solution is simple:

Segment your audience and create personalized messages for each group.

A high-value customer gets a headline that says:

"Early access to our biggest deals of the year, reserved for our best customers"

And a lapsed customer gets:

“It’s been a while… here’s 25% off to welcome you back”

I think that the eCom space is gradually shifting toward a more personalized experience.

Especially with AI being a thing

While this is just a basic level of personalization, it will give you a far higher chance of converting each group.

Now, I haven’t touched the tactical details on how to implement these.

But this framework should give you a clear picture of what you can do.

Demand is already ramping up.

Now is the time to put these plays into action.

And if you want some help to apply some of these strategies to your Google Ads account…

Grab a call with us here.

We’ll give you an account audit and show you how you can take full advantage of BFCM.

Jackson

Founder and CEO of Echelonn

How we can help:

Get a free Google ads audit: For brands spending more than $20k/mo. or making over 1 million annually, we’ll identify the key bottlenecks in your account, and turn it into a free 90-day scaling plan. Click here.

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