BFCM email personalization tips to increase open rates and drive more conversions

Black Friday and Cyber Monday (BFCM) is not just a sales holiday. It's a fight for your customer's attention, and their inbox is a total war zone. See, every brand they've ever bought from is shouting about "FINAL HOURS!" and "DOORBUSTERS!" If your strategy is to send one generic "50% OFF EVERYTHING" email to your entire list, you've already lost.

For busy Shopify merchants, personalization is the single most effective tool for breaking through the noise, increasing your open rates, and making your customers feel like you're speaking directly to them. In this guide, let’s cut the theory and see practical, actionable techniques you can set up before the BFCM chaos begins.

Shopify merchants brought in a record-breaking $11.5 billion in sales in 2024 BFCM

What is BFCM email personalization?

BFCM email personalization is the practice of using subscriber data such as purchase history, browsing behavior, demographics, and timing to tailor email content specific to each customer’s interests and intent. 

And no, personalization isn’t just “Hey {{FirstName}}”.

It’s about delivering the right offer, to the right person, at the right time. It means using data you already have like:

• What did they buy last BFCM?
• What categories do they browse most?
• What have they left in their cart?
• What did they want to buy that was sold out?

The impact is immediate. Studies show that personalized subject lines alone can increase open rates by over 26%. During BFCM, that 26% is the difference between getting seen and getting buried.

Why email personalization is essential for BFCM campaigns?

Your customers are smart, and they're overwhelmed. A generic email has a chance of getting unsubscribed. Sending the same blast to your entire list tells your VIPs and your first-time buyers that you see them as the same person, a number on a list. A personalized campaign, on the other hand, delivers real, measurable outcomes:

• You get noticed (Higher open rates): A subject line that references a product they actually want will always beat a generic "Our sale is LIVE."
• You make more sales (Higher conversion): You're not guessing what they want. You're showing them products based on their past behavior.‍
• You build loyalty (Better retention): You're proving you listen. You're treating them like an individual, not a transaction. That's how you turn a one-off BFCM shopper into a loyal, year-round customer.

Top email personalization techniques for BFCM

You don't need a massive team to do this. 

If you're on Shopify and using an email tool like Klaviyo, you already have the tools you need. Here are 5 most practical techniques you should follow during 2025 BFCM season:

1. Personalize the subject line (beyond their name)

Use what you know about them to spark curiosity.

• Generic: "Our BFCM Sale is Here - 40% Off"
• Personalized: "A BFCM deal on that [Product Name] you wanted"‍
• Personalized: "Your early access to our [Product Category] sale is here"

2. Segment your audience for hyper-targeted campaigns

Now, this is the most important technique. Stop sending one email to everyone. Your list is made of different people. Talk to them differently. Your core BFCM segments should be:

Now, this is the most important technique. Stop sending one email to everyone. Your list is made of different people. Talk to them differently.

Your core BFCM segments should be:

• VIPs / Past Holiday Shoppers: These are your best customers. Don't insult them with a "new customer" discount. Give them early access. Make them feel valued.
  
  • Email: "You're in. Your BFCM early access starts now."
• Cart Abandoners: They are so close. They just need a final, clear nudge.
  
  • Email: "Still thinking it over? Your cart is waiting (and now it's on sale)."
• Lapsed Customers: Someone who bought once but never came back. This is your chance to win them back with your best, most aggressive offer.
  
  • Email: "We miss you. Here’s 40% off to come back."
• Waitlister Audience: These are customers who came to your site, saw a product was sold out, and raised their hand to say, "Please email me the moment this is back." This is not a cold lead. This is the highest-intent shopper you have.
  
  • Email: It’s back - and going fast. Grab your Black Hoodie before your 40% BFCM deal disappears!

Not converting interest in out of stock products yet? Here's how to sell out of stock product

3. Time based and behavior triggered emails

During BFCM, timing is everything. For example, you have waitlist subscribers who’ve clicked “Notify Me” on sold-out products. These shoppers have made a clear statement about what they want, making them your highest-intent segment. The key to winning their sale is sending the right message at exactly the right time. 

Here is how to personalize for them:

• Restock notification trigger: Automatically send an email the moment the product is back in stock. Use subject lines like, “It’s Back—Claim Your [Product Name] Before It’s Gone!” to spark urgency and immediate action.
• Time sensitive follow ups: If they don’t purchase after the initial alert, send a reminder within 24-48 hours emphasizing scarcity and limited BFCM pricing, for example, “Last Chance: Your Waitlisted [Product Name] Won’t Last at This Price.”
• Exclusive offers for waitlisters: Reward these high-intent customers with personalized discounts or early access to BFCM deals, making them feel valued and more likely to convert.‍
• Behavior based cross sells: At restock or in follow-ups, include personalized product recommendations based on their browsing or past purchases to increase average order value.

4. Use dynamic content and recommendations

Inside your email, show your customers what they want. Don't make them search for it. Using dynamic blocks in Klaviyo or any other email tool of your choice, you can automatically pull in:

• "You Viewed": Products they've recently browsed.
• "Cross-Sell": Products that complement what they've already bought. (If they bought a bike, show them helmets, not another bike).‍
• "Cart Contents": The exact items they left in their cart.

As a result, your email will feel like a personal shopping service and not a broadcast.

5. Personalize the offer itself

Who says everyone has to get the same deal?

• For VIPs: Offer "Early Access" or a "Free Gift with Purchase." They often value exclusivity more than a deep discount.
• For Lapsed Customers: Give them your best discount (e.g., "An extra 10% off just for you") to win them back
• ‍For New Subscribers: A simple, strong "Welcome + 25% Off" is perfect.

Real Example: What high-converting personalized BFCM emails look like

Here is a practical, no-fluff email template you can use for that high-intent "Notify Me" segment we talked about.

Subject: You asked. It's back (and on 25% off for BFCM)

Preview Text: Don't miss out on the Black Hoodie again

Email Content Template:

This email is simple, direct, and incredibly effective because it's a direct, automated answer to a question the customer already asked.

Make every email Count this BFCM

Instead of sending generic emails, focus on personalized campaigns that reach the right people at the right time. Use customer behavior to trigger messages and tailor offers based on what each shopper wants. This helps increase open rates, connect with serious buyers, and boost sales during BFCM.

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