Why Your Black Friday Campaigns Need a ‘Bounce-Back’ Strategy This Holiday Season

Ah, Black Friday. The unofficial Hunger Games of ecommerce. Brands throw down, customers swipe up, and everyone’s cart is a battlefield of BOGO deals and last-minute splurges. 

But here’s the thing. While Black Friday (and its entourage of early deals) brings a rush of revenue, the aftermath can feel like crickets. Post-holiday slump, anyone?

The reality? Black Friday isn’t just a day anymore…it’s a whole season! 

Our data shows jumps in customer activity even the week before Black Friday, thanks to brands kicking off their promos earlier each year. 

But once the last “Doorbuster Alert!” email is sent, most brands go quiet and that’s a problem. Why? Because your Black Friday customers are still primed to shop!

This is where a bounce-back strategy comes in to save the day (and your Q4 revenue goals). 

Simply put, a bounce-back strategy re-engages your Black Friday shoppers, turning one-time buyers into repeat customers. It’s about riding that wave of holiday shopping enthusiasm, not letting it crash and burn.

And here’s the best part – customers who make a second purchase shortly after their first are significantly more likely to become long-term patrons. Specifically, after a second purchase, there’s a 49% chance they’ll buy again, and after a third purchase, the likelihood increases to 62%. 

That means not just more revenue now, but a chance to build loyalty that pays off well beyond the holiday season.

So, are you ready to bounce back or are you leaving money on the table? 

What Is a Bounce-Back Strategy and Why Does It Work?

Have you ever been in this situation? You’ve just devoured the best meal of your life and the waiter swings by with a dessert tray. 

You’re full, sure but who can say no to a perfectly plated chocolate lava cake? Of course you order it!

That’s the magic of good timing and it’s exactly what a bounce-back strategy does for your ecommerce business.

A bounce-back strategy is all about re-engaging customers while they’re still in the zone. 

And that zone is certainly no bigger than the holiday season. When someone makes a purchase during Black Friday, they’re in peak shopping mode…primed, ready, and still riding that dopamine high from scoring deals. 

Why let that momentum fade? 

With targeted ads or emails that hit shortly after their initial buy, you can turn one-time shoppers into repeat customers.

Here’s where things get tricky thought. Tools like Klaviyo can identify some of your recent buyers, but not all. Why? Klaviyo relies on cookies to track visitors and those cookies expire after seven days. If a customer revisits your site on day eight or later, they might as well be a ghost to Klaviyo.

That’s where Customers.ai Signal comes in. We go beyond cookie tracking to identify returning visitors (whether they’re browsing anonymously or logged in). 

By enriching visitor data in real time, Customers.ai signals platforms like Klaviyo or Shopify that this is a returning customer. This gives you the power to hit them with the right message at the right time—a bounce-back offer tailored to their browsing behavior or past purchases.

Think of it as turning what would have been a missed connection into a perfectly timed “welcome back” moment. And during the holiday frenzy, when every second counts, that kind of precision can make all the difference.

Timing Is Everything: When to Launch Your Bounce-Back Campaign

Timing is everything when it comes to bounce-back campaigns. Hit your customers too soon, and they might feel overwhelmed. Wait too long, and the spark of their initial purchase has fizzled out. 

The sweet spot? Typically within 3–7 days of their first buy.

Here’s why this window works. Post-purchase, shoppers are still in what we like to call the holiday shopping glow. 

They’re engaged, your brand is fresh in their minds, and they’re more likely to act on an offer that feels like a continuation of their shopping journey. 

This is especially true during the Black Friday-to-Cyber Monday frenzy when customers are conditioned to expect deals.

Holiday Momentum: Use It or Lose It

Think of the holiday shopping season like a snowball rolling downhill. The momentum is powerful but it doesn’t last forever. 

Customers who bought during Black Friday are primed to keep spending, especially if you give them the right nudge. Perhaps a limited-time discount, a personalized product recommendation, or free shipping on their next order. 

Bounce-back campaigns are your way to capitalize on that momentum before it melts away.

Timing Based on Product Types

Remember, timing is everything and that means the timing should be specific to the individual action. Your bounce-back strategy should reflect that.

Consumables or fast-moving goods

Launch bounce-back campaigns within 1–3 days. Think snacks, beauty products, or holiday-themed items where a sense of urgency drives quick decisions.

Example:

• Product: Holiday-themed coffee blends.
• Ad Copy: “Still craving holiday cheer? Reorder your favorite holiday blend now and get 10% off your next bag—offer ends in 24 hours!”
• Visuals: A cozy image of the coffee being brewed with a festive backdrop and a countdown timer emphasizing the urgency.

Why it works: Consumables are often purchased on impulse and shoppers may already be thinking about replenishing or trying another variation. The quick follow-up keeps the product top of mind.

Apparel and mid-tier products

The 3–5 day range works best here, giving your customers time to enjoy their first purchase while enticing them with complementary items.

Example:

• Product: Winter jackets.
• Ad Copy: “Love your new jacket? Complete the look with our matching scarf—20% off when you shop within the next 48 hours!”
• Visuals: A carousel ad showing the jacket styled with complementary items, such as scarves, hats, and gloves.

Why it works: Customers have had time to receive or try out their purchase, making this the perfect opportunity to suggest add-ons or related items.

Luxury or high-consideration items

Wait 5–7 days, offering an exclusive follow-up deal or showcasing related high-value products to reinforce their investment in your brand.

Example:

• Product: High-end noise-canceling headphones.
• Ad Copy: “Enhance your listening experience. Get $50 off our premium protective case and charging dock when you shop this week.”
• Visuals: A sleek product shot of the headphones alongside the case and dock, with a tagline like, “Protect your investment in style.”

Why it works: Luxury purchases often involve more deliberation. A follow-up after several days allows customers to appreciate their initial investment and consider accessories or related products that enhance the value.

Pro Tip: Create a Sense of Urgency

Time-sensitive language like “Your exclusive deal expires in 48 hours!” or “Complete your holiday look before it’s gone!” helps nudge customers to act. 

Pair this with targeted ads and emails that align with their browsing or buying behavior, and you’ve got a winning formula.

By nailing the timing of your bounce-back campaigns, you’re not just driving repeat purchases, you’re reinforcing customer loyalty during the most competitive shopping season of the year.

Crafting the Perfect Bounce-Back Offer

A bounce-back offer isn’t just about throwing out a random discount. It’s about crafting an irresistible deal that feels like a natural continuation of the customer’s journey. 

By tailoring offers to their previous purchases and delivering them through strategic channels like ads and emails, you can keep your brand top of mind and drive repeat sales. 

Let’s break it down.

1. Discounts on Complementary Products

Why it works: Customers often need accessories or add-ons to complete their purchase. Offering these at a discount encourages a follow-up sale while reinforcing the value of their initial buy.

Ads:

• Example: If they bought a fitness tracker, show them a carousel ad with discounted bands or a charging dock.
• Ad Copy: “Gear up! Get 20% off accessories for your fitness tracker—offer ends in 48 hours!”

Emails:

• Example: A personalized email recommending matching products.
• Subject Line: “Love your new tracker? Complete the set!”
• Body: Showcase the complementary products with a limited-time discount to create urgency.

2. Exclusive Loyalty Rewards

Why it works: Customers love to feel valued. Offering loyalty perks as part of your bounce-back strategy not only drives sales but also builds long-term brand affinity.

Ads:

• Example: Promote a special “holiday bonus” for signing up for your loyalty program or purchasing again.
• Ad Copy: “Double your points this week only! Earn rewards faster when you shop again by [DATE].”

Emails:

• Example: Reward repeat shoppers with early access to new products or special VIP pricing.
• Subject Line: “You’re in the club! Exclusive rewards just for you.”
• Body: Tease upcoming perks and offer a bounce-back incentive like bonus points or member-exclusive discounts.

3. Limited-Time Free Shipping Deals

Why it works: Free shipping is often the nudge customers need to convert, especially for smaller follow-up purchases.

Ads:

• Example: Run a retargeting ad for customers who abandoned their cart or purchased a lightweight item.
• Ad Copy: “Forgot something? Come back and get free shipping—today only!”

Emails:

• Example: Highlight free shipping for purchases made within a short time frame.
• Subject Line: “Back for more? Enjoy free shipping!”
• Body: Remind them of their recent purchase and offer free shipping as an added incentive to return.

Examples of Offers That Work Well Post-Holiday

• Bundle Deals: “Bundle up! Get 15% off when you buy a matching set.”
• Gift-With-Purchase: “Enjoy a free travel pouch with your next purchase—only for a limited time!”
• Limited-Time Discounts: “You’re part of our VIP crowd—grab 25% off your next purchase by [DATE].”
• Product Recommendations: “Customers who bought [Product A] also loved [Product B]—grab it now with an exclusive discount!”

Don’t Forget: Pair Ads and Emails for Maximum Impact

Don’t choose between ads or emails…combine them! 

Retarget customers with ads on platforms like Facebook and Instagram while reinforcing the same message in their inbox. This dual approach ensures they’ll see the offer wherever they spend their time online.

Section 4: How to Use Customers.ai to Execute Your Bounce-Back Campaign

• Audience segmentation:
  • Retarget first-time buyers from Black Friday/Cyber Monday.
  • Send to Meta Ads
  • Create new flows in Klaviyo
  • Use Lookalike Audiences to scale.
• Creative ideas:
  • Carousel ads showcasing complementary items.
  • “Thank you” ads with a personal touch.
  • 2 creative email ideas
• Ad formats and placements: Which work best for bounce-back campaigns.

How to Use Customers.ai to Execute Your Bounce-Back Campaign

Crafting the perfect bounce-back offer is just the start. The good stuff happens when you use Customers.ai to ensure that offer lands in front of the right people, at the right time, on the right platforms. 

Here’s how to leverage Customers.ai to supercharge your bounce-back campaigns with precision and creativity.

Audience Segmentation: Targeting with Laser Precision

1. Retarget First-Time Buyers from Black Friday/Cyber Monday

• Use Customers.ai to identify your Black Friday buyers and categorize them into segments based on purchase data. Did they buy small-ticket items? Big-ticket items? Create tailored follow-ups for each group.

2. Send Data to Meta Ads for Retargeting

• Push segmented audiences directly to Meta Ads. For example, retarget recent buyers with complementary products or time-sensitive offers like discounts or free shipping.

3. Create New Flows in Klaviyo

Signal return visits captured by Customers.ai to Klaviyo, and set up personalized email flows. For example:

• Flow 1: “Thanks for shopping!” email → Follow-up offer after 2 days.
• Flow 2: “We see you browsing!” email → Incentive for returning visitors captured by Customers.ai.

4. Use Lookalike Audiences to Scale

• Build Lookalike Audiences based on your Black Friday buyers. Use Customers.ai’s enriched data to target new shoppers with behaviors similar to your existing audience.

Creative Ideas: Engage with Stand-Out Messaging

1. Carousel Ads Showcasing Complementary Items
   • Example: For customers who bought a winter coat, display a carousel ad with matching scarves, gloves, and boots.
   • Ad Copy: “Complete the look! Pair your new coat with these winter must-haves. Shop now and save 15%!”
2. “Thank You” Ads with a Personal Touch
   • Example: A static image or short video ad that thanks customers for their purchase while highlighting a special bounce-back offer.
   • Ad Copy: “Thanks for shopping with us this Black Friday! Here’s 10% off your next order—just for being awesome.”
3. Creative Email Ideas
   • Email 1: The Personalized Recommendation
     • Subject Line: “Loved [Product Name]? You’ll adore these too!”
     • Body: Showcase related products, add an exclusive discount, and include a time-sensitive call-to-action like “Offer ends in 48 hours!”
   • Email 2: The Holiday Countdown
     • Subject Line: “Time’s running out for our holiday deals!”
     • Body: Highlight the urgency with a bold countdown timer and emphasize the value of your bounce-back offer. For example, “Your free shipping deal ends in 12 hours!”

Ad Formats and Placements: What Works Best for Bounce-Back Campaigns

1. Ad Formats:
   • Carousel Ads: Ideal for showcasing multiple complementary products or bundles.
   • Dynamic Product Ads: Automatically display the exact items customers browsed or purchased, keeping your message relevant.
   • Video Ads: A short thank-you message or product highlight can create a more personal connection.
2. Placements:
   • Instagram Stories and Reels: Perfect for eye-catching, time-sensitive offers that leverage interactive elements like polls or countdowns.
   • Facebook Feed and Marketplace: Great for detailed product showcases and more deliberate shopping behavior.
   • Google Display Network: Reengage your audience across other websites they visit with visually engaging banner ads.

By combining the advanced audience segmentation capabilities of Customers.ai with creative, well-timed ads and emails, your bounce-back campaigns can go beyond driving repeat purchases and build long-term loyalty.

Don’t Let the Holiday Momentum Fizzle Out

Black Friday might bring the fireworks but without a bounce-back strategy, you’re missing the afterparty. 

Your customers just made a purchase and they’re still riding that shopping high! Don’t let it fade into oblivion. 

This is your moment to stay in their orbit, turn one-time buyers into repeat customers, and build the kind of loyalty that pays off big time.

A killer bounce-back strategy doesn’t just happen by accident. You need the right timing, the perfect offer, and tools like Customers.ai to do the heavy lifting—tracking return visitors, syncing data with Klaviyo, and making sure every ad and email lands like it was custom-built for each shopper (spoiler: it was).

So, what’s the move? 

Don’t wait for next year’s resolutions. Start planning your bounce-back strategy now, while your Black Friday buyers are still fresh in the game. The post-holiday slump is real but it doesn’t have to be your reality.

Ready to bounce back like a boss? Customers.ai has your back. Try it free and re-engage your Black Friday shoppers with ease!