This document provides information to help brands prepare for Cyber Weekend 2020. It predicts that: - Ecommerce sales in 2020 could hit $1.1 trillion, much higher than the pre-pandemic projection of $691 billion, due to more consumers shopping online during the pandemic. - Cyber Weekend sales in 2020 could reach $51 billion, potentially making it bigger than Cyber Weekend 2021, as consumer behaviors have shifted more to online shopping. - Brands should focus on growing their audiences and re-engaging contacts in the lead up to Cyber Weekend through email marketing, website optimizations, and testing automations.

1. Cyber Weekend:
What to Expect
and How to
Prepare

2. Mary McCoy
Demand Generation
Marketing Manager
Eric Miller
Director of CRM & Email
Lizzie Nirenberg
Partner Marketing Manager

3. What is
Klaviyo?
Email SMS Onsite forms Segmentation Analytics
400 Employees Globally
40,000 Customers
82 Countries

4. What is
Klaviyo?
Only marketing platform that helps
ecommerce businesses on day 1 and
scales as they grow

5. Housekeeping
Webinar recording available
Additional content available at klaviyo.com
Email webinar-questions@klaviyo.com

6. 1 2020 Ecommerce Landscape
2 Cyber Weekend 2020 Predictions
3 Agency Spotlight: Tinuiti
4 What to Do Next
5 Q & A
Agenda

7. 1
2020 Ecommerce
landscape

8. Source: Digital Commerce 360
Pre- COVID
outlook
US ecommerce sales grew 14.9%
from 2018 to 2019.
Applying the same growth rate this
year, we expected 2020 ecommerce
sales to reach $691.4 Billion.
20192018 2020
14.9% growth
$523.64
B
$601.75
B
$691.4
B
U.S.Ecommerce
Sales($
$800 B
$600 B
$400 B
$200 B
$0

9. Stores close
Country goes into lockdown
Pivot to online shopping
Then
COVID19 hit

10. What brands should do about it
Sharing Insights
Predicting the future
We’ve been
busy
Collecting data
Two surveys: one for
brands, one for consumers
Mining data across 43,000 brands

11. What did
we discover?
Klaviyo research shows that 90% of consumers
are now shopping online, which is up from 70% at
the start of the pandemic.
90
Ecommerce is booming.
%

12. 2020 will be
the biggest
year ever for
ecommerce
sales.

13. This year, ecommerce sales could hit:
$1,100,000,000,000
A drastic difference from the
$691.4 billion pre-pandemic projection.

14. Amazon growth in 2020 
● $88.9 billion in Q2 Sales
● $1 billion in sales every day
● Amazon represents more than
one-third of ecommerce sales
Amazon
growth
Source: VentureBeat

15. This year, Cyber Weekend sales could hit:
$51,100,000,000
Historically, Cyber Weekend has accounted for 4.72%
of ecommerce sales according to Adobe.
Cyber Weekend 2020 could be bigger than Cyber
Weekend 2021.

16. Could our projections be off?
Sure.

17. 2
Cyber weekend 2020
predictions

18. 5 drivers of
the largest
BFCM ever 1
Consumer shopping behaviors have shifted, but they’ll
never entirely shift back. Online is the new normal.
2
An ongoing first wave and an imminent second wave of
the coronavirus will continue to upend our daily lives.
3
Department stores are experiencing an inventory
problem and it’s flying under the radar.
4
Discounts once reserved for Cyber Weekend will
appear earlier and more frequently this fall.
5
BFCM shopping behavior will shift again due to social
distancing restrictions and retail planning

19. Another
key driver?
Cyber Weekend sales are driven by consumers
who engaged with the brand prior to Q3 that
same year.
60%

20. This year,
consumer-brand
discovery is at an
all-time high
New customer
spending vs.
repeat spending

21. Consumer
behavior
has shifted
Klaviyo research shows 46% of consumers are
shopping from and engaging with new brands.
With an influx of new customers in Q2 and
beyond, many brands already have the
foundation for a successful holiday season –
but now is the time to act.
46%

22. Email
performance is
through
the roof
Email driven
revenue is up 86%
compared to the
pre-COVID time.+86%
+22%
increase in
open rates
+43%
increase in
email clicks
+60%
increase in revenue
per recipient

23. Read the
article
Head to
klaviyo.com/blog

24. 3
Agency spotlight:
Tinuiti

25. Lizzie Nirenberg
Agency Marketing Manager
Eric Miller
Director of CRM & Email
MODERATOR PANELIST

26. Tinuiti is the largest independent performance
marketing agency across the triopoly.
Some of
our clients
Our
recognition

27. How is Cyber Weekend planning going
this year compared to years past?

28. What are you expecting performance to be
like this year? What factors should brands
be considering when goal-setting?

29. How are you encouraging clients to engage new
subscribers ahead of the holidays?
Is there anything they’re doing with email
marketing that’s working well?

30. How are you helping clients develop an
omnichannel strategy?

31. What’s the coolest Cyber Weekend experience
you received that brands should emulate?

32. What’s one thing your clients did last year that
made for a successful Cyber Weekend?
What’s something you’re suggesting clients do
this year that they didn’t do last year?

33. As we look to September, what are the three
focus areas you’re recommending to clients?

34. 4
What to Do Next

35. 100 days
August 2020
SUN MON TUE WED THU FRI SAT
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2 3 4 5 6 7 8
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23 24 25 26 27 28 29
30 31
September 2020
SUN MON TUE WED THU FRI SAT
1 2 3 4 5
6 7 8 9 10 11 12
13 14 15 16 17 18 19
20 21 22 23 24 25 26
27 28 29 30
October 2020
SUN MON TUE WED THU FRI SAT
1 2 3
4 5 6 7 8 9 10
11 12 13 14 15 16 17
18 19 20 21 22 23 24
25 26 27 28 29 30 31
November 2020
SUN MON TUE WED THU FRI SAT
1 2 3 4 5 6 7
8 9 10 11 12 13 14
15 16 17 18 19 20 21
22 23 24 25 26 27 28
29 30
August
19 Today: you are here
November
2730 Cyber weekend 2020

36. What now?
1
Review 2019 performance, and set 2020 goals—
taking stock of inventory.
2 Build core marketing segments.
3
Focus on growing your audience and re-engaging
contacts.
4 Assess and improve email deliverability.
5
Optimize the website experience—considering
expectations by generation.
6 Revisit automations, and start running AB tests.

37. Define your
SMART goal
Align stakeholders
needed to hit goal
Determine
metrics
Commit,
but be flexible
1
Review 2019
performance, and
set 2020 goals—
taking stock of
inventory

38. Define your
SMART goal
Align stakeholders
needed to hit goal
Determine
metrics
Commit,
but be flexible
Increase sales from customers
who’ve previously made a purchase
in the last year by 20 percent by
December 31, 2019.”
1 Review 2019
performance, and
set 2020 goals—
taking stock of
inventory

39. Define your
SMART goal
Align stakeholders
needed to hit goal
Determine
metrics
Commit,
but be flexible
Meet with product, creative,
and marketing teams:
● Discuss goals & state of business
● Brainstorm ideas
● Ensure accountability
1 Review 2019
performance, and
set 2020 goals—
taking stock of
inventory

40. Define your
SMART goal
Align stakeholders
needed to hit goal
Determine
metrics
Commit,
but be flexible
How will you measure your success?
● Number of repeat purchasers
● Average Order Value AOV
1 Review 2019
performance, and
set 2020 goals—
taking stock of
inventory

41. Define your
SMART goal
Align stakeholders
needed to hit goal
Determine
metrics
Commit,
but be flexible
Analyze, learn, pivot,
optimize, repeat
1 Review 2019
performance, and
set 2020 goals—
taking stock of
inventory

42. 2 Build core
marketing
segments
Four main segments:
● Engaged in last
30, 60, 90, 180 days
● BFCM 2019 purchasers
● VIP (best) customers
● Master list
By building these behavior-based
segments, you can personalize the
content people see across email,
mobile, and web.

43. 3 Grow your
audience and
re-engage
contacts
Build your email list
with personalized
website signup forms

44. 3 Grow your
audience and
re-engage
contacts
Focus on customer acquisition now
before competition increases ad costs.
Who to target:
● Cart & browse abandoners
● Customer winbacks
● Lookalikes of your VIP customers
Test Facebook lead gen forms vs sales
promos.
Using your first-party data will help you
increase sales and ROAS.

45. 3 Focus on
growing your
audience and
re-engaging
contacts
Winback series for lapsed customers:
● Let customers know you noticed they left
● Promote new products
● Include an incentive or discount
● Introduce urgency
● Respect their inbox — max of 3 touches
● Personalize, personalize, personalize
● Wow with subject lines
Pause your winback efforts a month
before so as not to damage your
sender reputation

46. 4 Assess and
improve email
deliverability
 20%
● Test larger sends
● Send one email to Master
List for end of September
● Continue sending to lists
with a 25% open rate
1520%
● Test larger sends
● Send one email to Master
List for end of September
● Continue sending to lists
with a 25% open rate
 15%
● Warm your lists (allow 36 weeks)
● Send to last 30 day engagers until 20%
● Send to last 60 day engagers until 20%
What’s your average
email open rate?

47. 5 Optimize
website
experience
Check website health:
● Site speed
● Uptime
● Mobile compatibility

48. 5 Optimize
website
experience
Plan optimal experiences:
● Promote a gift guide on your home page
● Enhance product pages with reviews and
testimonials
● Clearly communicate shipping delays
● Promote your return policy—not just in footer
● Update your navigation for easy gift browsing
● Optimize your checkout process
● Use personalized pop-up forms to direct
traffic and promote offers
(and capture contact info)

49. 6 Revisit
automations, and
start running AB
tests
Revisit the big 5 marketing
automations:
● Welcome series
● Browse abandonment
● Cart abandonment
● Post-purchase
● Back-in-stock

50. 6 Revisit
automations, and
start running AB
tests
What to check:
● Does language still make sense?
● Are promo codes still relevant?
● Is content personalized enough?
● Is revenue per recipient high
enough?

51. 6 Revisit
automations, and
start running AB
tests
Ways to personalize:
● Gender
● Product or product category interest
● Customer lifecycle stage
● Average order value
● VIP status

52. 6 Revisit
automations, and
start running AB
tests
AB test one thing at a time:
● Subject line
● Preview text
● CTA button size
● CTA button color
● CTA placement
● Image
● Incentive
Don’t forget to AB test signup
forms too!

53. What now?
1
Review 2019 performance, and set 2020 goals—
taking stock of inventory.
2 Build core marketing segments.
3
Focus on growing your audience and re-engaging
contacts.
4 Assess and improve email deliverability.
5
Optimize the website experience—considering
expectations by generation.
6 Revisit automations, and start running AB tests.

54. 5
Own your growth

55. Communicate
ListenStore Information /
Make Decisions
Klaviyo emulates the human communication loopConsumers are
favoring brands
that do more
than just meet
a need — they
connect on a
personal level

56. Communicate
ListenStore Information /
Make Decisions
Klaviyo emulates the human communication loop
ç
Personal
connections
matter — and
memorable
experiences build
lasting
relationships

57. ● Pre-built integrations
● CRM
● Activity history
● Segmentation
● Content designer
● Workflows and automations
● Deliverability
● Revenue attribution
● Predictive analytics
We built the first
marketing
platform with
customer data
baked in

58. Use API endpoints from all
customer touchpoints to
request data.
Use Klaviyo’s Event, Custom
Property, and Javascript API
to pass this information
to Klaviyo.
With Klaviyo, you
can leverage data
from all of your
channels to build
relationships

59. Customers made $10.2 billion in revenue last year.
Join the movement at klaviyo.com

60. Questions?