Every year around Black Friday and Cyber Monday, brands invest a lot of time and budget in their campaigns, but many of them still speak to only a fraction of their customers.
With a simple setup, you can massively increase the success of your campaign, often even double it. And all of that with less than two hours of effort.
The thinking error many brands make
Many brands rely exclusively on email to distribute their Black Friday offer. But even top brands often reach only 20 to 40% of their existing customers that way.
The rest, especially older cohorts or inactive customers, hear nothing about your offer. That leaves real potential unused.
The solution: combine email with print.
This way, you truly reach all your customers, including those who no longer open or receive your emails.
The most important report in your CRM: email openers vs. non-openers
This simple report in Klaviyo shows you in black and white how many existing customers you actually reach reliably and how many you lose without noticing.
How to create the report:
Segment “Non-openers”
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Person cannot receive email marketing OR
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Person has opened email zero times in the last 60 days
Segment “Email openers”
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Person can receive email marketing AND
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Person has opened email at least once in the last 60 days
Result:
For most brands, email openers make up only 20 to 40% of all customers. The rest, 60 to 80%, hear nothing from you, a huge unused revenue potential.
Run the test. It takes five minutes and will surprise you 🤯.
Takeaway: how to use the potential
Short term: for your promotions, such as BFCM or Christmas campaigns
Take your existing offer, turn it into a postcard design and specifically segment customers who do not receive or open your emails. With the right segmentation, you can also reactivate existing customers who have been inactive for several years.
Effort: < 2 hours.
Result: reactivates customers who have not purchased for years.
Medium term: for your flows and automations
Build print into your existing flows:
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Email → WhatsApp → print. First email, then WhatsApp reminder, finally postcard. This way you also reach customers who receive your emails but no longer actively read them.
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For recipients without DOI or with a hard bounce: the flow starts directly with print.
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Perfect for: winback, second-order push, browse abandonment or cart abandonment.
With PostPal, you can implement this setup in just a few clicks, including full automation.
Conclusion
Email remains an important channel, but it no longer reaches everyone.
With a simple Klaviyo report and an additional postcard campaign, you can significantly increase your BFCM result without much effort.