Your Post-BFCM Holiday Marketing Guide [Listen]

Welcome to the Klaviyo Customer Segment Podcast! It’s a podcast designed to share the incredible insights we gain from one-on-one conversations with our customers, partners, and Klaviyo experts.

In episode #7, Kevin and I sit down with our first repeat guest — Technical Writer and Klaviyo veteran Marissa Petteruti — to talk about her recently created holiday marketing guide. Marissa shares how she built the holiday marketing guide to help businesses continue the success of Black Friday/Cyber Monday. She provides tips and tricks for how to build an effective plan based on your BFCM results, segment and target the right audiences, and even construct a calendar to stay organized during the rest of the holiday season.


We introduce Marissa (again) and talk about holiday movies before Marissa summarizes her Holiday Marketing Guide. Don’t forget to follow along while you listen!

Reflect on BFCM Campaigns

First and foremost, you have to analyze your results of the Black Friday/Cyber Monday weekend. Then use open rates, click rates, and overall deliverability to define your best audiences for the holiday season.

Optimize Holiday Automation

Automation is the money-maker! Marissa talks about the best automations to either build or optimize during the holiday season. Post-purchase becomes more important during the season to drive more repeat purchasing.

Build Key Holiday Segments

It wouldn’t be a Klaviyo Customer Segment podcast without segment talk! We discuss some key segments you can easily build (just follow the directions in the guide) and use for holiday email targeting.

Use the Calendar

The guide even includes a full holiday season calendar to map out your content strategy. The calendar acts as an outline for mapping out your emails and the frequency, content ideas, segments are all adjustable based on your business and results.


Listen to the entire conversation.

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