Introduction
This is a big picture view of the email marketing results during 2024 BFCM time interval.
BFCM Week
The 7-day period beginning on Thanksgiving Day (Thursday) and ending the following Wednesday
Summary Results
Channel | Revenue Contribution | Share of All Revenue | Gain (Loss) | Score | Assessment |
Email Marketing | '$6,997,248' | '49.16%' | '$(4,349,094.)' | '43' | “Poor” |
Key Insights:
An email marketing share of '49.16%' of total revenue indicates a "very high" contribution to overall company revenue during BFCM Week.
Having a “Poor” score of 43 indicates "results below brand potential".
Table Legend
Revenue Contribution: Total revenue generated from paid marketing during BFCM Week.
Share of All Revenue: Percentage of total revenue attributed to paid marketing.
Gain (Loss): Revenue gained or lost based on the difference between paid and organic marketing RPV.
Score: Paid marketing score.
Assessment: Descriptive indicator of the score value.
Customer Lifecycle Scores
Customer lifecycle scoring below helps you assess the quality of the customer experience at each stage of the buying lifecycle.
(Learn more: Customer Lifecycle vs. Sales Funnel, Lifecycle Stages Metrics)
Lifecycle Stage | Score | Assessment |
Acquisition | 43 | Poor |
Engagement | 44 | Poor |
Monetization | 47 | Fair |
Retention | 36 | Very Poor |
Priority: "Retention" is the weakest stage in customer lifecycle.
Action: Use "2025 BFCM Retention Boost" to discover products that boost email retention rates.
Scores Spread: ‘11’ – “High”
This score indicates "urgent need to improve the weakest lifecycle stage."
BFCM Week vs. Pre-BFCM Week Lift Analysis
Pre-BFCM Week: the 30 days leading up to Thanksgiving Day.
Lift analysis below assesses whether strategies developed in the pre-BFCM Week period delivered equal results during BFCM Week.
Lifecycle Stage | Pre-BFCM | BFCM Week | Lift | Indicator |
Acquisition | '50' | '43' | '(7)' | Big disconnect |
Engagement | '44' | '44' | '0' | Moderate disconnect |
Monetization | '41' | '47' | '6' | Fair pickup |
Retention | '52' | '36' | '(16)' | Very big disconnect |
Priority: "Retention" had the biggest decline in lift between two time intervals.
Action: Use "2025 BFCM Retention Boost" to discover products that boost email retention rates.
Overall lift change: '-4'
Indicator of a "major disconnect" between pre-BFCM strategies and BFCM Week results.
Conclusion
The 2024 BFCM results demonstrate "Poor" overall performance (Score '43'), "very high" of email to overall revenue. "Retention" was the weakest lifecycle stage. The overall '-4' lift indicates a major disconnect between two time intervals with biggest drop for "Retention" lifecycle stage.
Next step: Use "2025 BFCM Retention Boost" to discover products that boost email retention rates.