Join me and Jānis Dzalbe, Co-founder & CEO of Yourgreenhouses, a successful 8-figure Shopify brand generating $17M in revenue this year, for a practical discussion on measuring traffic quality beyond the click.
📅 Tuesday, November 17 | 1 PM ET
💻 Online | Free to Attend
Black Friday is in 2 weeks! This is not meant to make you anxious. We just wanna make sure your Klaviyo flows, segments and offers are set up right!
Here’s the plan:
Nov 18–19 | Build segments, check flow settings |
Nov 20–22 | Teasers + final QA: links, codes, exclusions |
Nov 23–26 | Early access for VIPs and subscribers |
Nov 27–29 | Black Friday weekend: your best offer |
Nov 30 | Cyber Monday: flash sale with a different angle |
Dec 1–3 | Last chance |
December | Winback and post-purchase bring BFCM buyers back |
Below is the full system our Klaviyo partner uses with brands for BFCM. They've used these exact segments across 800+ projects since 2019. Segments come first, flows come second, and offers and discounts come last.
Part 1: Segments
Messy segments lead to messy sending, then delivery issues, lower conversion, and missed revenue.
You need two types which are the inclusive segments and exclusion segments.
1. Inclusive segments
Build 15 of these, one for each combination of:
Engagement window: | 30 / 60 / 90 / 120 / 180 days |
Orders over all time (OAT): | 0 / 1 / 2+ |
Example name: BFCM | Engaged 30 Days (0 Orders OAT)
Definition:
Clicked Email at least once in the last [X] days, OR Placed Order at least once in the last [X] days, OR Active on Site at least once in the last [X] days, OR Created in the last 30 days
AND Can receive email marketing
AND Placed Order [equals 0 / equals 1 / at least 2] over all time
Put the four engagement conditions in step 1 in one OR group, with the other two as AND conditions outside it. In one flat list, the segment won't do what you expect.
I recommend clicks over opens. Apple Mail Privacy Protection inflates opens, so "opened in the last 30 days" includes a lot of people who never saw your email. If you'd rather keep opens, Klaviyo lets you add "Apple Privacy Open equals False" to the Opened Email condition.
Then add one VIP segment: Placed Order at least [e.g. 3] times over all time OR order value above [3x your AOV]. The whole set takes 10 to 15 minutes to build, and you won't have to touch it again.
2. Exclusion segments
BFCM | Placed Order Last 7 Days - Placed Order at least once in the last 7 days AND person is not suppressed for email.
BFCM | Winback Ordered Before, Nothing in 180 Days - Placed Order at least once over all time AND Placed Order 0 times in the last 180 days AND person is not suppressed for email.
Use these to keep recent buyers out of discount sends, so they don't see a lower price and return the order.
Part 2: Flows
Done right, you won't have to touch your flows during BFCM. You'll be busy enough with ads, support, and logistics. Every store should at least have these flows up and running.
If you're doing over $100K a month or have a list of 30K+ active subscribers, you should definitely set up these too.
💡Channel order : Send the cheapest message first. If the customer doesn't convert within 2 to 5 hours, follow up on the next channel. Email, then SMS, then WhatsApp, then push, then postcard. If someone can't receive email marketing, skip straight to the next channel.
Advanced flows you should set up:
1. Welcome flow
Goal: Turn first-time visitors into buyers before and during BFCM.
Filters: None. Use conditional splits inside the flow instead, for example "Placed Order zero times since starting this flow."
Add for BFCM:
Teaser emails for your sale
A countdown or early-access invite
Product blocks with urgency
An auto-applied discount (see Part 3)
💡 Don't forget: Turn Smart Sending off, and track who claimed the welcome discount but didn't buy. That's a ready-made BFCM segment.
If you are running a separate BFCM welcome series, you can schedule the switch in Klaviyo so you don't have to do it manually at midnight.
Scheduling a flow status change in Klaviyo.
The finished welcome flow: Offer email, then conditional splits on "Placed Order zero times."
2. Abandoned checkout
Filters:
Has not been in flow in the last 7 days
Placed Order zero times since starting this flow
Can receive email marketing
Selling into Germany (DSGVO)? Add: Has placed order at least once over all time OR can receive email marketing because person subscribed.
Add for BFCM:
A time-sensitive reminder
Real scarcity: "this price ends tonight"
A free shipping or free gift reminder
An auto-applied discount in the CTA
Settings: Smart Sending off. Test delays of 30 minutes, 4 hours, and next day if your traffic is high enough for a clear result.
3. Cart abandonment
Goal: Recover shoppers who added to cart but never started checkout.
Trigger: Use Klaviyo's Shopify-branded Added to Cart event (the one with the Shopify icon). It syncs server-side and replaces the older snippet version with the gear icon. If your flow still uses the old one, swap the trigger.
Filters:
Has not been in flow in the last 7 days
Checkout Started zero times since starting this flow
Placed Order zero times since starting this flow
Selling into Germany (DSGVO)? Add: Has placed order at least once over all time OR can receive email marketing because person subscribed.
Add for BFCM: A BFCM-specific version tailored to your offer, dynamic product blocks, and offers tied to cart value.
Split by cart value. Add a trigger split such as "cart value is at least [2x your AOV]." If your AOV is $30, that's $60. High-value carts get a different offer than low-value ones.
A trigger split on cart value set up on Checkout Started.
Smart Sending off here too. If your filters are right, flows won't overlap anyway.
The finished cart abandonment flow. This one still uses the older Added to Cart event (gear icon). Pick the Shopify-branded one instead.
4. Winback flow
Goal: Bring past buyers back.
Trigger: Based on your product lifecycle, usually 30, 60, or 90 days after the last order.
Filter: Placed Order 0 times since starting this flow.
Add for BFCM: A "biggest sale of the year" reminder, a personal reference to what they bought last time, and a dynamic coupon that expires.
To be honest, it doesn't do much during the actual BFCM. Its real value is in December and January, when it brings back everyone who bought from you for the first time on Black Friday.
5. Post-purchase flow
Goal: Turn buyers into repeat customers. Two ways to do it:
1. Right away, show a complementary product they can add to the same order. You'll need a post-purchase upsell app for this.
2. Send a thank-you first, then introduce products they can buy in their next order.
Filter: Placed Order 0 times since starting this flow.
Add for BFCM:
Cross-sells based on what they just bought
Early access for loyal customers
A review request rewarded with an upsell
An invite to SMS, WhatsApp, or your loyalty program
💡Avoid "you just bought this, buy it again. Say "your X goes well with Y" instead, then add something like "add it to your order at 50% off and skip the extra shipping."
6. Advanced flows
Browse and site abandonment. For visitors who viewed a product but didn't add to cart (browse), or browsed without viewing one (site). Add urgency: "Only X left, BFCM deal ending soon!”
Filters: Has not been in flow in the last 7 days. Added to Cart zero times since starting this flow (only if you run an Added to Cart flow). Checkout Started zero times and Placed Order zero times since starting this flow. For site abandonment, also Viewed Product zero times since starting this flow. Plus the DSGVO condition if needed.
In our experience, the standard Shopify pixel only recognizes returning visitors for about 14 days. Aimerce's holds them for 365, so far more of them are reachable.
Back in stock. Strongest if you expect inventory to move fast. Make "Reserve now" the main CTA and send to VIPs about 2 hours before everyone else.
VIP early access. Give high-LTV customers access 24 hours early. It works especially well paired with SMS or WhatsApp.
30-day no order. For people who signed up but never bought. Use it for education, social proof, and testing a different offer angle if the welcome offer didn't convert them.
Part 3: Offers & Discounts
Your offer is 80% of your success during BFCM. You can mess up your targeting, creative, and copy, and a strong offer can still carry the campaign like no amount of perfect ads will save a weak offer.
I like Alex Hormozi's value equation as a starting point. Value goes up with the dream outcome and the perceived likelihood of achieving it. It goes down with time delay and effort and sacrifice. Every part of your offer should push one of those four.
Differentiate your core product. Pick at least one. A better outcome, a higher success rate, faster results, or less effort. Don't just sell skincare, sell "clear skin in 30 days with a 3-step routine."
Add a guarantee. It's massively underused, especially when your product is good. Money-back, outcome, performance, delivery ("arrives before Christmas or it's free"), or beat-the-competition. If you're scared to offer one, fix the product first.
Use scarcity and urgency, and know the difference. Scarcity is limited quantity: "only 500 units at this price." Urgency is a deadline: "sale ends Monday at midnight." Both make people buy now instead of "later."
Put proof front and center. Star ratings, video testimonials, numbers like "12,000+ 5-star reviews," certifications and press logos, and real customer photos. If you don't have brand recognition yet, you need this most.
Offer structures to borrow
Template | Offer | Extras | Urgency or scarcity | Guarantee |
|---|---|---|---|---|
Simple Stack | 30% off sitewide | Free shipping over $75, free gift with purchase | "Ends Monday 11:59 PM EST" | 60-day money-back |
Tiered | Spend $50: 25% off. Spend $100: 30% off + free gift. Spend $150: 35% off + free gift + free express shipping | "Limited to first 500 orders" | Love it or return free within 90 days | |
Bundle | Buy 2, get 1 free | "Save up to $89" (show the math), free gift worth $25 | "Black Friday only, Friday to Sunday" | 60-day results guarantee or full refund |
For the timeline at the top, here's a discount structure that works: 20–25% off for early access, your best deal on Black Friday (30–40% off plus a bonus), a flash sale with a different angle on Cyber Monday, then "last chance" messaging.
Discount rules
Auto-apply wherever you can. Every code people have to copy and paste costs you conversions. In Shopify, open the discount, click Promote, then "Get a shareable link," and use that link as your CTA.
Static code: In Shopify, open the discount, click Promote, then "Get a shareable link," and use that link as your CTA.
Unique Klaviyo codes: Link to yourstore.com/discount/{% coupon_code 'CouponName' %} so each person's code applies itself.
In Shopify: open the discount, then Promote, then Get a shareable link.
Then apply these everywhere:
Use unique, expiring codes in flows.
In flows, tie offers to cart value instead of a flat percentage.
Keep recent buyers out of discount sends.
Save post-purchase offers for add-ons.
What to do next
Build your 15 inclusive segments, the VIP segment, and both exclusions
Update copy and offers in every flow for BFCM
Adjust delays, filters, and logic
Prepare BFCM-specific branches if needed
Schedule flows ahead of time to avoid problems down the line
P.S. This playbook is part of our BFCM Klaviyo & Meta Academy, a free series for DTC brands running through mid-December. New sessions drop every week.
Join here: https://www.aimerce.ai/bfcm2026
✌️Here to help you win,
Yiqi
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