Adam Rehm’s Post

DTC brands, it's go time. Our Ultimate BFCM Checklist is here and it's non-negotiable for success! 🚨 But first, here's your roadmap to BFCM 2024 domination: TODAY: - Choose impactful, easy-to-communicate promotions - Plan standout Black Friday collections OCTOBER: - Build your BFCM content calendar - Strategically plan campaign dates - Set early access, start/end dates - Create daily content highlights LATE OCTOBER/EARLY NOVEMBER: - Ready all content for BFCM and Christmas campaigns - Set up customer segments and exclusions in your ESP NOVEMBER: - Run thorough QA - Schedule campaigns - Activate or deactivate flows and lead magnets What stage are you at in your BFCM prep? Let's optimize your strategy together. 👉 Comment "BFCM", like, and follow me to receive our Ultimate BFCM Checklist. The brands that win BFCM are the ones executing NOW.

DTC brands will waste $10000’s this BFCM. On one channel. SMS. The way most brands look at it is inherently wrong. “It’s a promotional period so let’s send it to EVERY SMS subscriber.” Maximise revenue earning potential, right? Wrong. Look at the engagement data for your SMS subs. A large % will have never clicked on a message. A large % will have signed up months ago & never purchased. The incremental lift from including everyone in your SMS sends is likely small. For the most part, you’ll just be spending boatloads more, for a measly ROI. Be smart with your SMS segmentation. And save yourself a few quid in the process.

I can’t believe I’m giving this away... But this is the EXACT scorecard I’ve used to help 8 & 9-figure DTC brands hit up to 25x ROI on their testing program Here’s what you need to do:

There isn't a "Select Quantity" dropdown to be found. I missed yesterday's post, but week I'm doing a daily tip to highlight what the top 10 highest-performing DTC brands on Buyist are doing. These are the brands with the highest volume of orders from June 1 through July 15 on Buyist. Today: none of these 10 brands show a product with a "Select Quantity" dropdown, hoping that alone will result in a higher AOV. Yet 9/10 still offer the visitor a choice. For example: "Buy 1" or "Buy 2 Get 1 Free" selection boxes "Buy 1", "Buy 5", "Buy 10" (each with increasing discounts, each a separate button) "Buy 1" or "Buy 1 Get 1 50% Off" selection boxes These DTC brands average 10.6% conversion rates and ALL have used our A/B testing features. I don't think it's a coincidence they ALL offer a choice beyond a Select Quantity dropdown box.

BFCM is the BIGGEST opportunity for DTC Brands But most brands fail year after year because they keep making the same mistakes... Here are 4 lessons you need to follow to dominate BFCM:

You’re lying to yourself if you think throwing up a standard A/B test on your pop-up and Welcome Series flows are “optimizing” them. It’s not. I’ve talked to hundreds of DTC brands over the past couple of years, and the amount of them that haven’t even considered putting actual resources behind testing them baffles me. Time and time again, I’d hear “Oh yeah I’ll get back to it. It’s on my to do list”. I don’t get it. These levers can drive as little as 15% to as much as 50% of your brand’s revenue. Plus, it isn’t even a huge lift. There are so many tools that can track and report different tests’ efficacies for you. There’s really no excuse. I just want to see DTC brands win. That’s all. What else do you feel DTC brands neglect?

BFCM is an opportunity for DTC businesses to gain a competitive edge in 2025. Historically, the Black Friday period is a chance for brands to capitalize on quick wins–whether it's short-term revenue boosts or clearing inventory. But leading brands are thinking long term. That is, how can they deliver an experience that transforms first-time customers into loyalists beyond BFCM? For starters, it means thinking bigger. It means: - Having a deep understanding of your customers' likes, dislikes, and motivations. - Using that information to optimize your marketing channels and messaging in the lead-up to BFCM. - Executing a flawless customer experience and journey during BFCM. - Cultivating meaningful relationships with those customers that you spent time (and money) to get post-BFCM. This is all easier said than done. That’s why we went out and surveyed 1,161 holiday consumers, sorted through the data, and launched the 2024 BFCM Consumer Trends Report. In it, you’ll get the latest consumer trends shaping BFCM season, pulled from proprietary data, insider experts, and top global brands. It’s a thorough report packed with actionable strategies you can implement now, during, and after BFCM. Transform first-time BFCM shoppers into brand loyalists for long-term success with these must-know data, insights, and strategies. (link in comments)

I analyzed the 2023 BFCM performance for 9 brands. I wanted to answer 3 critical questions: - How long the BFCM promo run? - How much did spend increase for the promo period vs. pre-promo? - What was the ROAS lift for promo vs pre-promo? Here are 3 key benchmarks you should factor into your BFCM planning. 🗓️ BFCM Promo Length 🗓️ How long did the promo run? Benchmarks: - Median: 23 days - Longest: 61 days - Shortest: 4 days Key takeaway: - Opt for longer sale periods to nurture buyers & allow ads to scale 💸 BFCM Spend Growth 💸 How much did daily avg. spend increase for the promo period vs. pre-promo? Benchmarks: - Median: 124% - Highest: 714% - Lowest: 64% Key Takeaway: - Plan to at least double daily spend for BFCM if running a longer promo 📈 BFCM ROAS Lift 📈 What was the ROAS lift for promo vs pre-promo? Benchmarks: - Median: 37% - Highest: 119% - Lowest: -25% Key Takeaway: - BFCM is more about volume gains than efficiency gains. Plan accordingly. --- DTC operators - did any of this data surprise you?

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I'm hearing lots of people say that DTC brands "must go omni-channel." I gotta be honest, I think this is BS and I don't agree. Now to be clear, if you have goals to get to $50m+ in annual sales, then yes you probably need to go omni-channel because physical retail will be required to hit those numbers. But there are plenty of 8-figure <$50m niche DTC brands that crush it. And there's nothing wrong with staying DTC-only and limiting your TAM. You can still build a great business that way. But just be honest with yourself about the fact that if you want to grow to $50m+ you're likely going to need additional channels beyond DTC.