Plan Ahead

2024 BF calendar

With our BF planning calendar, it’s easy to make every day count. Stay on track towards your BF goals with day-to-day guidance, tactics, and to-dos.

SEE WHAT’S COMING UP

146K+ customers trust us with BF and beyond

Sign up now and take advantage of Klaviyo’s technology and expertise ahead of your holiday campaigns.

August
16 August 2024
Review competitors’ 2023 BF campaigns

Check out your competitors’ BF campaigns from las year. Use sites like Milled or ReallyGoodEmails.

19 August 2024
A/B test subject lines

A/B test subject lines for your browse abandonment and abandoned cart flows to see what your audience responds to.

21 August 2024
A/B test sign-up forms

Find out what resonates with your visitors ahead of BF.

23 August 2024
A/B test your core automated flows

A/B test your core automated flows (welcome, abandoned cart, post-purchase, etc.)

26 August 2024
Send to 90-day engaged

Send bank holiday / back-to-school email and SMS campaigns to 90-day engaged segment.

28 August 2024
Clean your list

Take steps toward strong BF deliverability. Start by cleaning your list and removing totally unengaged profiles.

30 August 2024
A/B test email send time

Run a Smart Send Time test to find the best campaign send time.

September
2 September 2024
Start sending September sale offer campaigns

Send September sale offer email and SMS campaigns to 60-day engaged segments and VIPs.

4 September 2024
Continue sending September sale offer campaigns

Send September sale offer email and SMS campaigns to 30-day engaged segments.

6 September 2024
Send September sale offer last chance campaigns

Send September sale offer last chance email and SMS campaigns.

9 September 2024
Win back unengaged audiences

Test new messaging and content with your unengaged audiences to win them back.

11 September 2024
Evaluate September sale campaign results

Review performance of September sale offer campaign.

13 September 2024
Collect UGC

Plan a social media contest where you can collect user-generated content (UGC) from your brand loyalists like photos and videos.

16 September 2024
Promote your social contest on your site

Build a pop-up form on your site to advertise your social contest.

17 September 2024
Nurture your VIPs

Send an early-access contest entry SMS campaign to your VIP segment or your most highly-engaged SMS subscribers.

18 September 2024
Kick off social contest

Kick off contest through social, email, and SMS.

Make social media investments drive revenue.

23 September 2024
Send last chance to enter campaigns

Send a giveaway, contest, or sweepstakes email campaign “last chance to enter” to your 90-day engaged segment and to your SMS full list.

25 September 2024
Identify integration opportunities

Find tools to help with UGC, template building, and list cleaning.

27 September 2024
Personalise flows based on subscriber activity

Determine opportunities to further personalise your flows with conditional splits, such as whether or not a subscriber has ordered or consented to SMS.

30 September 2024
Send referral campaigns

Send past purchaser VIPs a referral email campaign.

October
1 October 2024
Grow your SMS list

Invite email subscribers in your 90-day engaged segment who aren’t consented to SMS to join your SMS list for extra perks.

2 October 2024
Take stock (literally)

Check your inventory to make sure you have enough product in stock for BF demand.

3 October 2024
Get clear on your BFCM goals

Set BF goals for revenue, engagement, YoY improvement, and more.

7 October 2024
Determine your BF promotional offer

Consider what the most compelling incentive you can offer is.

8 October 2024
Connect with your entire SMS list

Send out an SMS engagement campaign to your full list.

9 October 2024
Set up third-party loyalty programmes

Look into 3rd-party loyalty programmes to drive additional purchases post-BF.

10 October 2024
Keep growing your SMS list

Invite VIP email subscribers to sign up for SMS to get exclusive VIP access and sneak previews.

11 October 2024
Plan your timeline and cadence

Set dates for promotion duration, campaign sends, and reminders.

12 October 2024
Send referral SMS campaign to past VIPs

Send a referral SMS campaign to past VIP purchasers.

15 October 2024
Invite email subscribers to SMS

Invite email-only subscribers (past BF purchasers segment) to sign up for SMS.

21 October 2024
Reward your SMS subscribers

Send an early access to season kickoff discount campaign to your full SMS list.

22 October 2024
Reward your most engaged email subscribers

Highlight discounted overstock or older inventory for your 30-day engaged segment.

23 October 2024
Check integrations

Ensure integrations are enabled and sending data to Klaviyo.

25 October 2024
Increase your paid ads

Consider increasing paid advertising bids that will drive customers back to the site temporarily.

28 October 2024
Send out Halloween campaigns

Send a Halloween email campaign to your 90-day engaged segment, if applicable.

Send a Halloween SMS campaign to your 90-day engaged segment, if applicable.

30 October 2024
Reward your SMS subscribers with a discount

Treat SMS subscribers to a percentage or set amount off.

31 October 2024
Send Halloween campaigns

Send a Halloween email campaign to your 180-day engaged segment, if applicable.

Send a Halloween SMS campaign to your 90-day engaged segment, if applicable.

November
1 November 2024
Send opt-out campaigns

Send BF opt-out email and SMS campaigns

4 November 2024
Reward SMS subscribers with a gift guide

Send an early-access gift guide with a promo code to SMS full list.

5 November 2024
Connect with past BF buyers

Send gift guide + BOGO50 email campaign to past BF purchasers segment.

7 November 2024
Schedule pop-up forms

Build and schedule your BF pop-up forms. Send a VIP personal shopper SMS campaign.

8 November 2024
It’s almost here

Build and schedule BF campaigns.

9 November 2024
Send gift guides

Send a gift guide email to your full list. Send a gift guide SMS message to your full list.

11 November 2024
Send Remembrance Day observance

Send Remembrance Day observance email to 90-day engaged segment.

12 November 2024
Update your automated flows for BFCM

You can add BF-specific content to your standard flows. Make sure to align your welcome flows to any BF discount codes offered in a sign-up form.

13 November 2024
Connect with your past BF buyers

Send bundle email promotion to past BF purchasers segment.

18 November 2024
QA all BF content

QA your BF content and send a free shipping weekend email campaign.

19 November 2024
Take a deep breath

Treat yourself to a facial, massage, or fancy dinner—you’ve worked hard and deserve it.

Build a segment of customers who purchased recently to exclude from promotional campaigns. Send final free shipping weekend reminder email to 30-day engaged segment. Send final free shipping weekend reminder SMS to 30-day engaged segment.

22 November 2024
Send a preview or early-access offer

Consider sending a preview or early access offer today, a full week out from BF, to separate yourself from the noise of the holiday.

25 November 2024
Turn off Smart Sending

For campaigns that need to be sent to all recipients, make sure to turn off Smart Sending.

26 November 2024
Turn on auto upgrade

Turn on auto upgrade for email and SMS to prevent disruptions in sending.

27 November 2024
Incentivise signing up for SMS

Send VIP early access SMS teaser.

29 November 2024
It’s the big day

Take a deep breath—you got this!

Send a.m. Black Friday email campaign to your full list. Make sure to exclude recent purchasers on relevant campaigns.

Send an afternoon reminder email to our 90-day engaged list, excluding recent purchasers.

Send a.m. Black Friday SMS campaign to VIPs.

Send p.m. Black Friday campaign to full list.

30 November 2024
Do a quick audit and send to your most engaged

Check in to confirm open rates and revenue are trending where anticipated over the course of the weekend.

Send small business email campaign (Small Business Saturday) to 30-day engaged list.

Send a small business SMS campaign (Small Business Saturday) and Additional SMS discount to 30-day engaged list.

December
1 December 2024
Continue to monitor performance

Keep an eye on key metrics and send last chance preview email and SMS.

2 December 2024
Send last chance campaigns

Continue to monitor performance.

Send a.m. and p.m. last chance email and SMS campaigns.

4 December 2024
Send Haunukkah + last chance campaigns

Send Hanukkah email campaign to 30-day engaged segment.

Send Hanukkah SMS campaign to 30-day engaged segment.

Send last chance email campaign to 30-day engaged segment.

Send last chance SMS campaign to resend segment (opened or click email and haven’t purchased). Suppress recent purchasers if applicable.

5 December 2024
Get back to normal

Clean up any updates made to flows or forms that were specific to BF.

9 December 2024
Send gift guides to your most engaged

Send a gift guide email to your 30-day engaged segment.

Send a gift guide SMS message to your 30-day engaged segment.

10 December 2024
Audit your performance

Review your BFCM performance and share results with the broader team.

11 December 2024
Schedule Christmas campaigns

Schedule campaigns for Christmas sending. Remember to note shipping cut off dates. Send last days for guaranteed delivery email campaign to 30-day engaged, 60-day engaged, VIP list. Send last days for guaranteed delivery SMS campaign to 30-day engaged, 60-day engaged, VIP list.

12 December 2024
Nurture your SMS subscribers with a reminder

Send an SMS reminder to check the gift list to your 30-day engaged segment.

16 December 2024
Send last days for guaranteed delivery SMS

Send this reminder to your full SMS list. Subscribers will be glad to get the nudge to order ahead of Christmas.

18 December 2024
Reach out to your 90-day engaged via SMS

Send Christmas greetings SMS campaign to 90-day engaged segment.

23 December 2024
Send last chance reminder to buy gift cards

Send last chance gift card offer email to espresso shot segment (opened or click email and haven’t purchased).

25 December 2024
Send Christmas email campaigns—and chill

Send Christmas greetings email campaign to 30-day engaged segment. Eat your Christmas dinner!

26 December 2024
Send Boxing Day campaigns

Send Christmas greetings email campaign to 30-day engaged segment. Take some time off—OOO through New Years, anyone?

Block your calendar for some well-deserved R&R.

31 December 2024
Send New Year campaigns

Send New Year email campaign to 30-day engaged segment. Send New Year SMS campaign to full list.