🏆 SHOPIFY 1% WINS: Throw Away Your Old Black Friday Playbook. Do This Instead!

0:00OmniSend just shipped something that I've always wanted. You can now connect OmniSend to ChatGPT or Claude and just say, where can my email and SMS campaigns be making more money? And it actually figures it out. It reads your store data, all your campaign details, your store history, and it tells you and the insights are legit good. And even better, you can then say, okay, let's fix that or build that campaign. And it actually does it right from your chat. It's wild. Now, if you're one of our listeners, you can get 30 % off for three months on OmniSend. Just go to the show notes. There's a link there.

0:31Or you can just use the code J30, J-A-Y-3-0 when you sign up. Now, if you're using another email and SMS platform and you want to switch to OmniSend, which is a great idea, they will do the migration for you. Just give them five days and then you show up with everything set, ready to go. Now, they've migrated thousands of stores from Klaviyo. And on average, they're saving 35 % on their email and SMS bills. If you're listening to this show, you clearly care about your Shopify business. If your store isn't backed up and protected, it could all be for nothing. That's why I tell every store owner I know who cares about their business, you 100 % need Rewind installed.

1:07It's a non-negotiable for me. One bad CSV import, one app that edits your store the wrong way, which has happened to basically everyone I know. One bulk edit gone wrong, and now AI making changes for you. Listen, Shopify does not have an undo button. Rewind is the undo button. Go to shopify1percent.com slash rewind for 30 days free on us. Links in the show notes too. Hey friends, welcome to a special 1 % win today. What I'm going to do today is actually share a webinar that we did last week that had amazing engagement, a ton of questions, and so many people commenting that they're so excited to use this strategy for Black Friday and the whole holiday season.

1:54So what we did, we had a webinar. The webinar was about 45 minutes long. There was a lot of questions, so it went longer, but we condensed this all down into, it's about 15 minutes because we of course took out all the questions and it's just kind of like a tight version of just the meat and potatoes of what we talked about. Now, the reason for this little preamble before we get right into it is there is a section during this that I walk through a screen where I'm setting up what we're talking about. Now, you'll get this. don't worry if you're driving or jogging or something right now, you don't need to watch it.

2:30I'm 99 % sure you will understand what I'm doing in the screen, but if you want to watch the video version and I do recommend it because there is a lot of visuals that go along with what I'm saying, just go to the description and there will be a link there where you can click and watch a full video of exactly what I'm talking about and actually see the screen that I'm walking through. So that's all I wanted to say, just so if you're listening to it and you're hearing me walk through the screen, you're going, what the heck? I can't see. There is a link in the description that you can click and go and actually watch and see exactly what I'm doing.

3:04That's all I wanted to say. And lastly, if you get something from this, which I'm pretty sure you will, I'm pretty sure you're going to listen to this and go, this is what I want to do this Black Friday. But if you do get something from it, could you say thank you by leaving a five star review for us? just right now in the app or at the end, if you get something from it in Spotify or Apple or wherever you listen, type something in. Typing something in always is awesome rather than just clicking five stars, but write something, say I loved today's episode or today's tip, got something from it. I plan to use it this holiday.

3:36What everyone write. Click five stars and submit. That's your way of saying thank you if you get something from this episode. Okay. So without further ado, let's actually jump right into it. We just had a webinar and we got such amazing feedback during it and so many questions that I wanted to actually share it publicly so that I think everybody can benefit from it. The topic of the webinar was throwing out your Black Friday playbook because what everyone's doing isn't working. And here's why. Because in a couple of weeks, this is going to be what every single customer sees. They're going to have an inbox flooded with all the same types of emails.

4:11Storewide sale, 25 % off, 50 % off. the savings on now they literally all look the same and they blend in and they don't work and here's why because there's no exclusivity they're boring customers don't feel special do you feel special when you look at these no i mean you're probably just looking for a store that you want to buy something for anyway and then once you see their sales on and you go buy it but all these other emails aren't driving you to go and purchase from them it blends in with all the noise they actually have very low conversion. A report showed that Black Friday emails have 25 % the regular conversion rates because people are just going through and closing them so fast because there's such an influx of emails during that season.

4:53So it's the same old blah, blah, blah. They don't work. But don't feel bad if you're seeing this and don't feel bad if you've sent an email like this. Everyone does it. You're not alone. We can fix this. So here's what we know. Storewide sales, blasts you can do them you can run your store-wide sale but they don't stand out and here's the problem last year sorry in 2023 OmniSend did a report that there was 1 billion emails sent from the Sunday before Black Friday to the Tuesday after Black Friday and then just on Black Friday alone 194 million emails were sent generic offers don't work they get buried so the traditional Black Friday playbook, which treats everyone as a new prospect.

5:38It's flawed. It's inherently inefficient and you can do better. Now I could tell you a whole bunch of stats. You probably know most of the things, but why customers want to be treated special, why they want to feel like a loyal customer, why they want to perceive something as rare, why they want special treatment, why they want to feel valued, how the emotional connection helps drive more sales, repeat purchases, why gated offers convert better. Maybe some of you know that. Maybe some of you don't, but gated offers convert a lot better. In fact, they get it offers convert around 11%, where non gated offers convert around 2%.

6:13So again, there's a lot more stats I can put here. But the bottom line is, this Black Friday, if you really want to stand out, forget the old playbook, you need to turn your customers into VIPs. Okay, I'm going to show you how to do this. It's easier said than done. But this way, you're going to go from these subject lines that just blend in and get deleted, deleted. Now, imagine these subject lines instead. Imagine your Black Friday prices live. Log in to see it. This Black Friday, this Black Friday sale, you won't see on our website. Not public. Your VIP pricing inside. You're in. Everyone else is still waiting.

6:53A price we can't publish. Log in to reveal. something special was added to your account log in to see you're starting to get the idea here they feel exclusivity they feel special they feel like a vip and on top of that you're piquing their curiosity they want to see what is my special price oh i gotta actually log in to see it that makes me feel like my account has some value why do you think those surprise boxes and surprise toys at stores sell like crazy to kids versus when you can see a toy that you can just buy and the kid can see what toy it is but they don't want it they want the surprise people want people love surprises so turn your black friday sale into a surprise peaks their curiosity but then also makes the customer feel special feel valued which has a huge impact on their how they feel loyal towards your brand and then their buying behavior down the road so now there was a study done two years ago that the bottom subject line, log in to see your VIP price versus every other Black Friday email, that subject line converted 26 % higher on open rates than every other Black Friday email.

8:09It's not even really like a promotion, like 50 % off. It's just log in to see your VIP P price. Think about that for a second. People want curiosity. They don't want to be told 50 % off. They want to have to log in to see what they're saving. And not only did it get 26 % higher open rate, it had double the click throughs of people that opened it. So takeaway from this here is people want curiosity. They want to be treated and felt like a VIP. Okay. So how do you actually do this? This is easy to say, treat your customer like VIPs, but how do you actually do it? Well, you could create a coupon code and it does kind of work.

8:46But there's some problems with coupon codes. They're messy. Coupon codes get leaked. They're hard and tough to manage. They sometimes conflict with other discounts you're running or coupon stacking. Most importantly, customers miss them in email. So if the customer doesn't see the coupon code, then they don't see the discounted price when they land on your website. They might not even know there's a sale on. Or if someone doesn't get the email, they just they don't know that there ever was a sale. it doesn't drive customers to your store the same way that that other email or login to see your VIP pricing doesn't actually drive customers to the store and doesn't feel exclusive it doesn't make your customers feel like a VIP it's just this is the coupon for this Black Friday doesn't make you feel special but what if you could give your customers true VIP member access like I like a true VIP member no coupon codes okay like they have to log in to get their VIP pricing so no coupon codes to get leaked it's actually very easy to set up i'm gonna actually show you how no coupon codes required it doesn't conflict with other store-wide sales coupon codes customers instantly see their discounted price so they don't have to add a bunch of things to cart go to checkout put in a coupon code then see the discount they see that steep discount the whole way which you can imagine the effect that has on conversion no coupon codes to keep track of and of course, we know this type of an offer drives 26 % higher open rate, and then double the click through on the emails.

10:11And it makes your customers feel special, which has such a positive effect on long term buying behavior. So this is the way to do it, not coupon codes. Now, how do we actually set this up? This is where the magic happens. And this is where bold comes in. Actually, there is really no other way to do this on Shopify. So we, a few years ago, created an app called the custom pricing app. And what it does is it allows you to offer different prices to different customers. It's based off the customer tag when they log in and it's unlimited. You can have wholesale VIP member gold, silver, bronze. Some people use it for drop shipping.

10:44The drop shippers log in and ship products. You can have different levels of wholesale tier one, tier two, tier three. There's no limit and it's all tied to the customer accounts. I'm going to actually show you how to set this up right now. Okay, so this is obviously a back end of a store. We're going to go into the custom pricing app right here. Now in this particular store, I already have a wholesale price set up for 47 % off the whole store, plus different prices on each product. But let's go ahead and set up a new tag here. I'm going to call this VIP one, because I might want to create different VIP tiers.

11:16And I'm going to give a default discount of 30 % to anyone who is this VIP. Now I can auto tag customers into this group by products they buy or their history, but I'm not going to right now I'm going to leave that I'm going to come back to that in a second. I'm going going to give this a description. So VIP level one, you can call us whatever you want. And I'm going to apply this store wide because I want everyone to get 30 % off. Now, if you want to do different discounts by products, we'll talk about that in a second. But now that's done, that's set up. I've created my tag, my discount. Now let's say I wanted to only give a different discount when they buy clothing or different categories or accessories.

11:51I would just head over here to the product groups, create a product group, and let's call this clothing. And I'm going to change it as discount you can do dollar discount everything i'm going to select collection and i'm going to select clothing so anything that is in collection clothing now that could be product type vendor whatever you want and i only want to give a 17 discount on clothing you can change that here and then set it to sync save and then anyone who's buying clothing they'll get a 17 discount on clothing but 30 on everything else okay so let's go to the front in the store you can see what the prices currently are.

12:24Now I'm logged in as a customer and I'm going to go into the Shopify admin here to that customer. I'm just going to add tag VIP-1. That's how easy it is to add a tag, just like that. Hit save. Now I'm going to go back to the front end of the store. You can see the prices are still the same here. I'm going to hit refresh right away. And because I'm logged in, it recognizes me as a VIP customer and it's showing me now the VIP pricing. Now here's what's cool if I go back to the same customer and I add the tag wholesale let's add that and then let's take off this VIP tag go back to the front end of the store and now oops sorry here click over here and now you can see the tags are still or the prices are still the VIP pricing but let's hit refresh now because I have the wholesale tag it's showing me wholesale pricing so it's that easy to change pricing for a customer.

13:17Now, of course, if you have thousands of customers, how do you do this for Black Friday? Well, you just head to your customer section, click select all. Now, this store only has a few here. It's just a demo store. But if we go to a store here that has a ton of customers, you select up at the top and then there's going to be a little option to select all customers, 50 plus that'll select your entire store. So that's what you'd want to select even if you have 10 ,000 customers, it'll select them all. Then you just head over to right beside the bulk edit button, click on more actions, click add tags.

13:47And this is where you're going to add a tag to every customer that you've selected. So we're going to, you can create a tag here if it doesn't exist. But for us, this tag already exists. So I'm just going to select it. And then when I hit save, this will add this tag to all those customers. It'll keep their existing tags, but it'll just add that tag. So now if I go and I look at a customer, see, I can see it added. So this customer had a tag already, but it added that tag. If I pop open another one here, I can see there it is this customer didn't have a tag but it was added this tag so now every customer has that tag that means when they log in they will get that via big pricing but what if someone just bought something like right now after I added those tags well here's where this auto tagging feature comes in really handy so if I go back here and I select auto tag by history I can auto tag by products they've purchased their country but let's do history now I can do either one here I can do money spent is equal to, let's do greater than a dollar.

14:43So if money spent is greater than a dollar, they've purchased from us. So let's auto tag them. Or I could do number of orders is greater than, I probably want to do zero on this one. So this is like any one of the places in order, they become a VIP customer. Now, what's really cool is the second they place that order, we can actually notify them. Now you can have your own email automations using OmniSend to like, good news, you're now a VIP customer, or you can do it through our app as well, too, where you can do this actually for each tag. So I want to set it for the VIP one tier, you've unlocked VIP status.

15:19Now you can see here, good news, you're now a VIP customer, and you get 30 % off our entire store, log in to get your discount. Super simple. So that will actually get sent out the second, well, it's within a few minutes of when they place an order, They'll get the emails notifying them that they're a VIP customer. That's how easy it is to do. So what you're going to want to do is apply it to all the customers in your store. And if that's 20 ,000, that's fine. And then email them all and say, hey, we've made you a VIP customer. We're treating you like a VIP this Black Friday. Or your VIP pricing, log in to see your VIP pricing.

15:56So everything I just did there is exactly how you would set that up. Okay, now this is so easy to do. But what we actually want to do is make this completely free for people until the end of 2025. No strings attached. I'm tired of seeing all the same old boring sales every Black Friday. So if you'd like to run VIP pricing, exactly like I just showed you, our custom pricing app is completely free until 2025. five, you just need to, depending where you're watching this, shoot me a DM or email me jay at boldcommerce.com or message me in the chat here. And I will get that set up for you. We just have to enable it for your store in our backend and it will be completely free for you until December 31st, end of the year.

16:44So hopefully this helps you. Now, if you did want to go one step further, the best thing to do to keep these customers year round is we recommend you know the value of these vip customers is so great that it's not good to just do it for the holiday season you want to keep them year round we like i always recommend then making driving your vip customers into your subscription program and so both subscriptions and custom pricing work really well together when someone subscribes tags them and so Paid loyalty has a huge, much bigger impact on buying behavior than free loyalty. Free loyalty is more, it attracts the wrong types of customers.

17:27I'll throw out the stuff here. It's discount hunters. It's people just using the points and when they earn them. It doesn't actually affect buying behavior that much. They just earn the points anyway. But paid loyalty, because there's sunk costs there, it actually has a big impact on people's purchasing behavior. So the best brands actually combine a little bit of both. They have free loyalty and then a way to move into paid loyalty. So what we would recommend is after the holidays, message all your customers and say, if you'd like to enjoy VIP treatment all year long, all our subscribers, this is the VIP treatment they get all year.

18:03So become a subscriber and you're always a VIP, however you want to message, something along those lines. So hopefully this helps. Message me if you're interested in using it. We will onboard you. We will set it up. We'll set up your VIP pricing. we'll do it for you it's very easy to do but we have an onboarding team that's very hands-on in house and they would love to help you set up how to treat your customers like vips this black friday and cyber monday to really stand out and honestly to maximize revenue over the holiday season so thanks everyone hopefully this helps some of you