Keeping your new subscribers

Last updated: October 23, 2026

The work isn't over after Cyber Monday

BFCM brings in more new subscribers and first-time buyers than any other time of year. Most of them won't buy again unless you give them a reason. What you send in December and January decides whether they become regular customers or quiet opt-outs.

Say thank you

Send a thank-you text in the days after Cyber Monday. No offer needed. It's a small touch that reminds new subscribers why they signed up and sets the tone for everything that follows.

Slow down after the sale

After a week of heavy sending, drop back to a steadier rhythm. Going from three texts a day to nothing feels abrupt, but continuing at peak volume will push people to unsubscribe. Two to three sends a week through December is a good pace.

December is still holiday season

Cyber Monday isn't the end of holiday shopping. December brings a whole month of reasons to text, and many of your new subscribers haven't finished their gift lists yet.

  • Hanukkah (starting December 4). Worth a send if it's relevant to your customers

  • Green Monday and Free Shipping Day (December 14). A strong moment for a free shipping offer

  • Shipping cutoffs. Remind shoppers of the last day to order for Christmas delivery. These are some of the best-performing texts of the season.

  • Gift guides. Organize by person or price to help shoppers decide quickly

  • Last-minute gifts. Gift cards and in-store pickup for shoppers who missed the shipping deadline

  • Post-Christmas deals (December 26 to 31). Clearance and early New Year offers

Use the same segments you built for BFCM. Shipping cutoff reminders go to everyone, gift guides work well for gift shoppers, and last-minute offers fit last-minute shoppers. See Campaign angles for the holidays for example messages.

Make the first purchase easy to love

For first-time buyers, the experience after checkout matters as much as the sale itself.

  • Make sure shipping updates are going out and are accurate

  • Share your holiday return policy clearly, especially for gifts

  • Let your agent handle "where's my order" questions quickly

Move buyers into the right flows

Once the sale is over, switch your flows back from their BFCM branches and make sure new buyers land in the right places:

  • Post-purchase. Thank them, then give them a reason to come back, like a text-exclusive offer for January

  • Replenishment. If your products run out, remind them when it's time to reorder

  • Winback. For buyers who haven't returned after 60 to 90 days

Expect some opt-outs

Opt-outs usually rise after the sale ends. Some subscribers only signed up for the discount, and that's fine. A smaller, engaged list is worth more than a big one that ignores you. Focus on keeping the people who are still clicking.

Give them a reason to stay

Remind new subscribers what they get by staying on your text list: early access, text-exclusive offers, restock alerts, and first look at new products. Then deliver on it in January.

Plan your first sends of the new year

  • Gift card redemption for customers who received one

  • New arrivals or restocks

  • A New Year message tied to your product, like a fresh start or a new routine

  • A text-exclusive January offer for BFCM buyers who haven't purchased again