Intermediate60-75 minutesStep 10Pro

BFCM Email and SMS: Tease, VIP, Abandonment, and Aftercare

Plan the event-window email and SMS touchpoints from T-14 to T+7 with preheat, VIP access, abandonment recovery, last call, suppression, and post-event care.

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Plan the event-window email and SMS touchpoints from T-14 to T+7 with preheat, VIP access, abandonment recovery, last call, suppression, and post-event care.

A 12-lesson ecommerce event marketing series that turns campaigns into an operating system: event fit, annual calendars, marketplace response paths, offer guardrails, creative calendars, feed readiness, landing pages, media pacing, cultural localization, owned channels, compliance risk, and post-event reuse.

Lesson outline

  1. 1Map the T-14 to T+7 event touch windows
  2. 2Choose the touchpoint route by buyer state
  3. 3Fill the event touchpoint brief evidence fields
  4. 4Build suppression and compliance checks
  5. 5Read admin evidence before and after sending
  6. 6Write post-event routing and the next lesson route

Public core framework

  • Split the BFCM or similar event into T-14 preheat, T-7 VIP early access, T-3 launch explanation, T-1/T0 abandonment, final-day last call, and T+3-T+7 post-event care.
  • Choose a route for VIPs, returning customers, new subscribers, browse abandoners, cart abandoners, buyers, and support-risk users. For each touch, write audience, psychological task, offer / promise, proof element, suppression rule, and next action.

Sources and review

Last checked: 2026-07-21
  • help.klaviyo.comhttps://help.klaviyo.com/hc/en-us/articles/115002774932-Getting-started-with-flows
  • help.shopify.comhttps://help.shopify.com/en/manual/promoting-marketing/create-marketing/shopify-messaging/delivery
  • help.shopify.comhttps://help.shopify.com/en/manual/promoting-marketing/create-marketing/shopify-messaging/marketing-automations/create
  • www.ftc.govhttps://www.ftc.gov/business-guidance/resources/can-spam-act-compliance-guide-business

Applies to: This preview is for the lesson's public problem, structure, and operating boundary. Verify current platform, account, and business facts separately.

Limitations: The preview is a bounded summary and excludes member text, personalized interaction data, and full case derivations; recheck source pages before acting.

Reviewed by: Ranfeng Wei · Next review: 2026-10-19

  • Public facts and operating boundaries in this preview→source
  • Public facts and operating boundaries in this preview→source
  • Public facts and operating boundaries in this preview→source
  • Public facts and operating boundaries in this preview→source

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