Shinola started laying the foundation for an efficient, personalized BFCM experience months before the holiday season. Throughout 2024, Shinola and Zettler Digital worked on: Boosting engagement with strategic segmentation: In 2024, Shinola started sending segmented messages showing subscribers product categories they had engaged with or purchased before. The team spotlighted outlet offerings to disengaged subscribers who usually shopped sales, and retargeted non-openers of key campaigns with repeat sends. Klaviyo tools like campaign reporting by segment helped them assess which messages resonated with which segments. Focusing flows on high-intent events: Shinola dropped a third-party tool that let them trigger flows for top-of-funnel activity. They rebuilt their automations around Shopify and Klaviyo events, with a focus on ecommerce staples like cart and check-out abandonment. Never sending to their whole list—even for SMS: Even though SMS typically attracts brand superfans, Shinola still focuses SMS campaigns on subscribers who have recently engaged with email, SMS, or their website. That way, they focus their efforts on the people most likely to engage without excessively restricting reach.