Enterprise BFCM learnings: 9 agency strategies from last year + what they mean for 2026
Generated by Klaviyo AI
Klaviyo's agency partners managed BFCM 2025 across dozens of client accounts, and their results show that targeted timing and segmentation consistently outperformed broad, high-volume sends. Nine case studies from three agencies — Lunar Solar Group, IM Digital, and eHouse Studio — illustrate how tiered engagement segments, early-access campaigns, and automated scheduling drove measurable revenue gains for brands in categories from supplements to fine jewelry to paint.
- Segmentation over volume: Lunar Solar Group's work showed that sending smarter, not just more, protects list health and lifts revenue: a 5-tier engagement model helped Taste Salud grow November email revenue 27.9% YoY while cutting unsubscribes 33.4%, and a lifecycle-targeted early campaign drove fatty15's revenue up 131.7% YoY.
- Early access wins before Black Friday: IM Digital's clients captured revenue ahead of peak competition — Samplize's 14-day early-access window alone generated over $87,000 and was the single biggest driver of its YoY growth, while a mid-October migration to Klaviyo made each Rogers & Hollands campaign email 7.5x more valuable than the year before.
- Automation kept a multi-client portfolio on track: eHouse Studio used Klaviyo's flow and pop-up scheduler to launch and revert promo-specific messaging automatically as each client's individual sale window opened and closed, eliminating manual toggling and giving the team clean, client-by-client performance reporting once BFCM ended.
Klaviyo's agency partners are some of the most sophisticated operators in the industry. They work across dozens of brands at once, which means they're constantly testing, iterating, and finding what actually moves the needle across entire portfolios.
Black Friday Cyber Monday (BFCM) is where that expertise shows up most clearly. The stakes are high, the windows are tight, and there's no room for guesswork.
The agencies featured here built strategies around Klaviyo's segmentation, automation, and personalization capabilities that led to measurable, sometimes transformative, revenue gains for their clients.
These are their stories from BFCM 2025.
1. Lunar Solar Group triples Taste Salud’s send volume without losing subscribers
Andi McCarter, senior CRM manager of Lunar Solar Group, a growth consultancy built for DTC and omnichannel brands, took over marketing for Taste Salud, a brand that sells holistic hydration packets, right before BFCM 2025. The brand had a familiar problem: they were sending almost every campaign to their full list. During BFCM, when send frequency spikes and inbox competition peaks, that’s a fast path to unsubscribes, deliverability damage, and list fatigue that outlasts the sale. McCarter’s fix was to send smarter. The foundation of Lunar Solar’s strategy was a 5-tier engagement segmentation model built on recency.
The engagement tiers were:
- Tier 1 (high intent): engaged in the last 30 days
- Tier 2 (moderate intent): engaged in the last 31–60 days
- Tier 3 (low intent): engaged in the last 61–180 days
- Tier 4 (dormant): engaged in the last 181–365 days
- Tier 5 (never engaged): never engaged
"We included all the tiers in a few key sends, including the sale launch and last chance, while tier 1 received all sale campaigns and tiers 2–4 were layered in selectively," McCarter says.
The results were one of Taste Salud's highest email revenue months ever:
- November email campaign: $552,751 (up 27.9% YoY)
- November email campaign deliveries: 12,449,365 (up 258.1% YoY)
- Unsubscribe rate: down 33.4% YoY
- Bounce rate: down 25.1% YoY
"This segmentation approach gave us the confidence to expand reach while protecting deliverability and subscriber experience,” McCarter says. “By understanding engagement levels and tailoring our sending strategy accordingly, we were able to unlock substantial incremental revenue without increasing list fatigue.”
“It's a great example of how thoughtful segmentation can turn email volume into a growth lever rather than a risk," McCarter adds.
By understanding engagement levels and tailoring our sending strategy accordingly, we were able to unlock substantial incremental revenue without increasing list fatigue.
2. Lunar Solar Group builds a 3-phase funnel to drive early BFCM revenue for Harmless Harvest
Heather Gaynor, associate director of CRM at Lunar Solar Group, partnered with Harmless Harvest, a brand that sells coconut water and dairy-free yogurt, to design and implement a full-funnel BFCM lifecycle strategy rooted in audience segmentation, early access, and cross-channel acquisition.
The goal was to build momentum ahead of Cyber Week while maximizing engagement and conversion from high-intent audiences. To do this, Gaynor leveraged a combination of Klaviyo features, including the pre-built Meta Ads integration, universal content, and advanced segmentation, alongside key partner integrations like Skio for subscriptions.
Gaynor structured the campaign across 3 distinct phases to progressively build demand and reward high-value audiences:
Week 1: Pre-launch (VIP acquisition)
Lunar Solar Group focused on growing a high-intent VIP audience ahead of BFCM by:
- Launching Meta lead-generation campaigns integrated directly with Klaviyo to capture early-access sign-ups
- Using Klaviyo's universal content blocks across core flows to dynamically show VIP sale access messaging to only non-subscribers
- Optimizing onsite pop-ups to drive list growth with the VIP sale early-access incentive
Week 2: VIP- and subscriber-only sale (early monetization)
Gaynor then activated Harmless Harvest's highest-value segments by:
- Offering up to 25% off plus double loyalty points to VIP sign-ups, SMS subscribers, and Skio subscribers
- Positioning messaging as a "soft launch" of BFCM, emphasizing limited inventory to create urgency
- Updating Meta lead-gen campaigns and on-site pop-ups to promote immediate access to the VIP sale
- Leveraging universal content to drive both loyalty program enrollment and sale participation
Week 3: Black Friday Cyber Monday (full-scale activation)
Finally, Gaynor and her team transitioned all channels and touchpoints to the core BFCM promotion, ensuring consistency across email, text messaging, on-site, and paid acquisition.
It paid off:
- Audiences acquired through pop-ups, on-site messaging, and Meta lead gen (tracked via custom profile properties in Klaviyo) delivered a 234% higher click rate and 232% higher conversion rate compared to average audiences.
- The early VIP sale drove 110% higher revenue per recipient (RPR) compared to campaigns sent during the core BFCM window.
"This strategy succeeded because we use Klaviyo not just as a messaging platform, but as a centralized system for audience orchestration," Gaynor says. "By identifying and prioritizing high-intent users early and then rewarding them with exclusive access and incentives, we were able to drive stronger engagement and more efficient revenue during the most competitive time of year."
By identifying and prioritizing high-intent users early and then rewarding them with exclusive access and incentives, we were able to drive stronger engagement and more efficient revenue during the most competitive time of year.
3. Lunar Solar Group drives 131% revenue growth for fatty15 before Cyber Week even begins
Over BFCM 2025, Gaynor also partnered with supplement brand fatty15 on BFCM 2025, designing a lifecycle-led strategy that prioritized retention, timing, and audience quality over pure send volume.
Instead of relying solely on Cyber Week, Gaynor identified an opportunity to drive incremental revenue earlier by activating a high-intent customer segment ahead of peak competition. Using Klaviyo as the central orchestration layer, Gaynor built a targeted early BFCM campaign focused exclusively on prior purchasers of fatty15's annual kit, one of the brand's highest-value cohorts. She anchored the approach in lifecycle segmentation and purchase behavior by:
- Identifying customers who had previously purchased the annual kit and were approaching their natural replenishment window
- Building a highly targeted segment in Klaviyo to isolate and scale this audience
- Launching a dedicated early BFCM campaign designed to re-engage and convert this group before Cyber Weekend noise began
Rather than increasing send frequency, Gaynor then focused on precision and timing, ensuring the message reached customers when they were most likely to repurchase. It worked. When compared against the previous year, they saw:
- 131.7% increase in total revenue
- 320.8% growth in targeted audience size
- 124.8% increase in orders placed
- 285.8% increase in unique opens and +114.6% increase in unique clicks
- 3.1% increase in average order value (AOV)
"We designed a lifecycle-led strategy that prioritized retention, timing, and audience quality over pure send volume," Gaynor says. “Notably, 100% of revenue during this period came from returning customers, reinforcing the strength of the lifecycle strategy."
100% of revenue during this period came from returning customers, reinforcing the strength of the lifecycle strategy.
4. IM Digital's 14-day early-access strategy front-loads $87K in revenue for Samplize
Raquel Martin, marketing specialist at IM Digital, a commerce consultancy for ambitious brands. shares their most impactful win for peel-and-stick paint sample brand Samplize during BFCM 2025: a new 14-day early-access campaign strategy.
To build anticipation, the IM Digital team used Klaviyo email campaigns to launch the BFCM sale 14 days early to the brand's entire list. The initial kick-off email alone generated over $18,000.
Then, IM Digital used Klaviyo's segmentation to layer in content-based targeting for engaged audiences, mixing pure promotions with high-value, inspirational content to keep subscribers engaged and drive purchases throughout the entire sale period.
"We evolved the client's strategy from the broad sends of 2024 to a more sophisticated, multi-tactic approach," Martin explains. The approach drove real results:
- The early-access period alone generated over $87,000, which was the single most impactful driver of YoY growth.
- The early-access period also led to a total of $136,242 in campaign revenue (up 125.6% YoY).
- In total, the early-access campaigns drove 2,771 orders (up 122.6% YoY).
"This single strategic shift successfully front-loaded revenue before Black Friday even began," Martin says. "It was a massive success. It proves the value of the early launch window."
This single strategic shift successfully front-loaded revenue before Black Friday even began. It was a massive success, proving the value of the early launch window.
5. IM Digital optimizes Samplize's on-site pop-ups and increases attributed revenue 213%
Those weren't the only wins Martin saw with Samplize. For BFCM 2025, IM Digital also turned Samplize's on-site pop-ups into a major revenue driver by optimizing them for the holiday sale.
"We identified that the standard on-site forms were a massively underutilized opportunity for the high-intent traffic that BFCM brings," Martin says. "Instead of running a generic sign-up offer, we used Klaviyo forms to feature the specific BFCM offer prominently. This created a highly relevant and timely call to action for visitors, making it incredibly easy for them to opt in and convert.”
The results were immediate and dramatic:
- The optimized forms generated $33,800 in total attributed revenue, a 213% increase from the prior year's $10,800.
- Samplize nearly doubled list growth compared to the prior year, capturing 1,522 new subscribers (up 98% YoY) and increasing the overall submit rate from 0.96% to 1.90%.
6. IM Digital uses a tiered offer strategy to push Clare's AOV up 14.74%
Martin also worked with paint brand Clare on a strategic, two-phase offer via Klaviyo email campaigns:
- Friday–Sunday, they promoted 20% off all orders with a minimum spend of $100 to their entire list.
- To create urgency and final-push conversions for Cyber Monday, they escalated the deal to 30% off all orders with a minimum spend of $100, sent to those who had clicked but not purchased in the last 3 months.
"By implementing a dynamic, multi-day tiered offer strategy, we proved we could effectively encourage customers to spend more during the crucial holiday sale," Martin says.
- AOV grew from $153.20 in 2024 to $175.78 in 2025 (up 14.74% YoY), an increase that was a primary driver of the 18.6% lift in total campaign revenue.
- The campaigns anchoring this strategy were the top performers: the initial "BF Launch" campaign drove $7,369 in revenue, and the "CM Last Chance" campaign generated another $5,121.
"The tiered strategy worked perfectly," Martin says. "This win proves that using Klaviyo to deploy a dynamic, tiered offer is a powerful lever for increasing both AOV and overall revenue."
The tiered strategy worked perfectly.
7. IM Digital's mid-October migration of Rodgers & Hollands to Klaviyo makes BFCM 7.5x more valuable
Samantha Santana, senior strategist of digital marketing at IM Digital, worked with Rogers & Hollands, a legacy fine jewelry retailer to migrate from Salesforce Marketing Cloud to Klaviyo in mid-October, just weeks before BFCM.
Instead of a hard cutover, Santana and her team migrated their "most engaged" cohorts to Klaviyo to immediately capitalize on the B2C CRM’s superior segmentation and dynamic personalization, while temporarily leaving lower-engagement sends on Salesforce.
"This allowed us to ditch the traditional retail batch-and-blast approach right when inbox competition was at its highest, delivering our primary 20–50% off offers exclusively to high-intent audiences," Santana says.
The results:
- Each campaign email sent through Klaviyo became 7.5x more valuable than the 2024 baseline.
- The shift also drove a 115% increase in campaign revenue YOY and a 174% YoY increase in total attributable email revenue for BFCM.
"It was a calculated risk that paid off massively," Santana says. "This experience proved that migrating to Klaviyo's data-driven infrastructure, even at the eleventh hour, vastly outperforms legacy, high-volume sending."
Migrating to Klaviyo's data-driven infrastructure, even at the eleventh hour, vastly outperforms legacy, high-volume sending.
8. IM Digital drives 279% flow revenue growth for Rogers & Hollands
Rogers & Hollands also needed to capture as many subscribers as possible from their increased holiday site traffic. Using Klaviyo's form and flow builders, Santana and her team developed a synchronized, full-funnel conversion strategy. First, they launched BFCM-themed on-site pop-ups that fed new subscribers directly into a sale-specific welcome series.
Simultaneously, they built highly optimized, offer-focused versions of their browse and cart abandonment automations and launched a net-new check-out abandonment flow to capture high-intent users.
- The strategy fueled 12.7% YoY growth in list size, ensuring a steady stream of net-new customers entered the funnel.
- Once in the Klaviyo ecosystem, the optimized flows drove 279% YoY growth in automated revenue.
- By the end of the BFCM period, these targeted Klaviyo flows accounted for nearly 50% of the brand's total owned revenue.
9. Ehouse manages Cyber Weekend across an entire client portfolio with Klaviyo
Lauren Cleary works in client success at eHouse Studio, the first all-in-one Shopify Plus commerce agency in North America, which serves as a holistic partner with a full suite of services. The agency manages Cyber Weekend across a portfolio of clients, which means dozens of sale windows, each with its own start time, end time, and creative.
Before Klaviyo's flow and pop-up scheduler, keeping that under control required constant manual intervention: conditional splits, scheduled check-ins to turn flows on and off, and too much room for human error.
The scheduler changed how Cleary and her team operate. Over BFCM 2025, they set promo-specific pop-ups and flows to go live exactly when each client's sale opened and revert to evergreen automatically the moment it closed. No last-minute toggling or missed windows. Every client's messaging stayed cohesive, and the team wasn't in reactive mode all weekend.
The reporting was just as valuable. When the dust settled, eHouse had clean, broken-out Cyber Week performance data for every client. That level of visibility produced valuable learnings.
Their clients noticed the difference, too. The right pop-ups hit at the right moment, flows reinforced their promotions without over-sending, and the calendar experience felt intentional. The scheduler made a high-pressure period feel manageable, and it showed in the results.
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