Retention Edge E14: Planning to Win BFCM

Your BFCM planning schedule, avoiding the most common mistakes, and retention strategies that work.

Author

Pietro Saccomani
October 20, 2025

In this episode of The Retention Edge Podcast, Eric sits down with Ben Zettler, founder of Zettler Digital.

Zettler Digital is a Klaviyo Elite and Shopify Premier Partner agency, specializing in website builds, customer acquisition, and retention marketing through email and SMS.

With over a decade in the ecommerce space, Ben’s got a ton of helpful stuff to share.

We got into his insights on Black Friday/Cyber Monday strategy, loyalty programs, retention vs acquisition mindsets, tech stack consolidation, and the new Texas SMS regulations affecting brands.

Check out the full episode below, or jump over to YouTube or Spotify (don’t forget to like, rate, comment & subscribe).

We’ve also launched the perfect guide to help you maximize results this holiday season.

Our 2025 BFCM Strategy Guide breaks down the secret weapons brands use to turn BFCM hype into margins and momentum.

We look at how to actually come out of the weekend with decent profit margins, how to make your BFCM campaigns drive stronger loyalty, and how to make your results stick (when most brands fall back to Earth come January).

Hit the button below to get the free guide, and start building a BFCM strategy that drives long-term results, not a short-term spike.

Now, let’s dive into the key takeaways from the pod with Ben from Zettler Digital.

Planning for Black Friday / Cyber Monday

  • Ben’s advice? Start early. By September, brands should already be finalizing sales plans, inventory, bundles, and marketing assets.

  • October is for execution. Campaigns, flows, and ad schedules should be set by early November.

  • Use automation and scheduling tools to eliminate last-minute stress and avoid the chaos that other brands are dealing with.

  • For agencies, set clear expectations with clients early; be strict about timelines to avoid the “panic in November” cycle.

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“If you’re not done by the first week of November… honestly, I feel sorry for you. There’s no reason to still be pushing buttons at midnight on Thanksgiving.”

Common BFCM Mistakes

  • Don’t confuse your customers: overly complex discounts, conflicting rules, or unclear offers kill conversions.

  • Make it simple. Clear messaging and easy-to-claim promotions always win over promos that make your customers think.

  • Plan for flexibility, and build strong foundations early so you can be nimble later for small, reactive opportunities.

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“Easily avoidable mistakes? Confusing your customer. Don’t make them jump through hoops just to understand the deal — you’re digging yourself a hole.”

Retention Strategies That Work

  • Zero-party data collection is key. Use pop-ups and forms to gather data at signup — especially “early access” Black Friday lists.

  • Want to know what your customers think? Ask them directly. Send emails asking why visitors haven’t purchased; use responses to adjust messaging and offers.

  • Personalize your follow-ups; segment based on purchase or browse behavior to keep conversations relevant.

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“Never shy away from asking customers what they want. Even a simple question like, ‘Why haven’t you bought yet?’ can give you gold — and make your email program perform better.”

Are Loyalty Programs Worth It?

  • Many brands underutilize loyalty programs, leading to margin loss with little ROI.

  • The new Klaviyo Customer Hub may change that — integrating order history, coupons, and Smile.io rewards into one seamless experience.

  • Ben’s take: Don’t scrap loyalty altogether; make it visible and actively marketed.

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“I’m not anti-loyalty. I’m pro actually marketing your loyalty program.”

Retention vs Acquisition Mindset

  • Many brands overspend on ads while ignoring retention.

  • It’s an emotional, not logical, bias toward instant visibility over long-term value.

  • Ben says brands should reallocate resources — retention fuels acquisition efficiency and long-term stability.

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“I’ve seen brands spend $50,000 a month on Facebook ads but cancel Klaviyo over a $10 price increase. It’s not logical — it’s emotional.”

Texas SMS Laws: What Brands Should Know

  • New Texas law requires telemarketer registration and a $10K bond to send SMS to Texas residents.

  • Exemptions exist for established brands with “customers” — but “customer” is poorly defined.

  • Many brands are choosing to exclude Texas SMS sends or register proactively to avoid risk.

  • Ben’s advice: “Consult legal counsel, take a conservative approach, and wait for clearer rulings.”

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“I’m no lawyer, but it’s messy. Until Texas clarifies what a ‘customer’ even means, take the conservative route — exclude those sends or register. It’s not worth the risk.”

👉 Watch or listen to the full conversation with Ben here.

For all of our conversations with leading marketing, CX and retention experts, head over to YouTube or Spotify.

Like and leave a comment on YouTube, and give us a review on Spotify if you found this content helpful. It’ll help us get the word out and bring more expert guests onto the pod to share their secrets.

Also, remember to check out the BFCM Strategy Guide, if you want your BFCM this year to drive long-term gains, not just a short-term spike.

Talk soon,

Pietro and The Retention Edge Team

PS: thinking about launching your own app? Go to our website to get a preview of your app for free, or shoot me a DM on LinkedIn to talk about it.