Download the PDF to go with this episode here: https://www.shopify1percent.com/downloads/black-friday-segment-plan/
Most Shopify stores send the same Black Friday email to the customer who bought an hour ago and the subscriber who hasn't opened anything since spring. In this episode I walk through the 3 questions that sort your list into 5 audiences, what each one should get, and when to stop emailing them. We follow a made-up coffee store and a customer named Dana through the whole sale, then build every segment in Shopify and Omnisend, including the one setting that sends "Still thinking about it?" to people who already bought.
KEY TAKEAWAYS
• Which 3 questions sort your whole email list before Black Friday, and why does the order matter?
• Why should someone who bought 2 hours ago drop out of every promo, and what do they get instead?
• Why keep one public offer for every audience, even your best customers?
• Which automatic resend setting can email buyers by mistake during a sale?
• Who's the sixth group, and how can emailing them hurt every other inbox?
• What single number tells you if your Black Friday emails worked?
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⭐️ OMNISEND ⭐️
I personally use Omnisend for email and SMS on every Shopify store I manage, and for this show too! I've tried them all, and it's hands down the best way to run every email and SMS automation and campaign you need, segment to personalize them, and A/B test everything to optimize conversion.
PLUS, you can now connect Omnisend to ChatGPT or Claude and just ask “where can my email and SMS be making more money?” It reads your actual store data and tells you, then builds the campaign for you right from the chat. It even writes in your brand's voice. Fifteen years doing this and it's the closest I've felt to having a full-time marketer sitting beside me. (Plus most merchants report paying about half the price of Klaviyo.)
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CHAPTERS
0:00 The purchase the next email ignored
0:51 5 audiences, 3 questions and a sixth group
2:08 Why split your list this Black Friday
4:20 The 3 questions that sort your list
7:20 Audience 1: Engaged subscribers who haven't bought
8:41 Audience 2: First-time customers
9:50 Audience 3: Loyal customers and early access
11:11 Audience 4: Lapsed customers
12:28 Audience 5: People who bought during the sale
13:37 Same offer, 5 different first lines
15:55 Following Dana through Black Friday weekend
18:06 The 3 tests every follow-up has to pass
20:38 Building the segments in Shopify for free
21:39 Building the 5 audiences in Omnisend
24:31 Where the 11:00 email came from
27:29 Stopping the Saturday pile-up
28:10 Countdown timers and send time optimization
29:12 The sixth group that gets nothing
32:40 Do this today
33:37 How to know if it worked
34:25 Recap
