Welcome Back to The Ecom Edge!
Ep 13: The Power of Personalization.
Turning Zero-Party Data into $$$

👋 Hey Friend,

June is here — and if you’re wondering where the heck May went, you’re not alone. Blink once and boom, it’s officially summer.

Whether you’re dialing up new campaigns or just trying to keep your CRO goals afloat in Q2, welcome to Ecom Edge, Episode 13.

This week, we’re diving into some juicy, can’t-miss stuff:

• 🌊 The Ethique webinar replay you’ll want to watch
  

• 🔥 Our hot takes on Klaviyo’s 17 BFCM marketing lessons (spoiler: urgency + authenticity still win)
  

• 🎯 A game-changing tip on using Klaviyo’s Preference Center to personalize without creeping people out
  

• 🧔‍♂️ A gentle reminder: Father’s Day is coming in fast

By the end, you’ll be walking into the rest of June with fresh ideas, smarter strategies, and maybe one or two mic-drop moments. 💥

Let’s get into it 👇🏻

🎥 ICYMI: Ethique’s No-Code CRO Playbook (Webinar Replay)

We hosted our webinar yesterday with the incredible Liz Fedorak, Director of Digital at Ethique, and it was 🔥.

Liz took us behind the curtain on how her lean team used Because + Klaviyo to turn browsers into buyers — with zero developer help:

• 🎯 Drive a 26% lift in conversions with urgency messaging

• 🛒 See a 30% lift in add-to-cart with "Your Perfect Match" recs

• ⚡ Launch fast—with no developers needed

Liz broke down the exact banners, bars, and nudges they tested — like urgency vs education, free shipping thresholds, and “Your Perfect Match” quiz campaigns. It was honestly one of the best deep dives we’ve ever done.

🎁 Bonus! As a thank-you, Ethique is offering 20% off sitewide with code WELCOME20 — valid for a limited time.

📦 Ethique’s quiz is a great example of using zero-party data well. They ask thoughtful questions, recommend products based on responses, and follow up with personalized email and onsite messaging. See it live here: Take the Quiz »

💡 If you’ve got a quiz, Klaviyo segments, or just want to start with a top bar — this is the perfect place to learn how to connect the dots.

Catch the replay → Watch It Here

🛍️ BFCM in June?! Yup.
Let’s Talk Holiday Prep.

We know… it’s barely summer and we’re already saying “Black Friday.” But trust us — your future self (and your Q4 revenue) will thank you for starting now.

Last year, Klaviyo merchants drove over $3 billion in attributed revenue during BFCM. That’s not a typo. And while the economy in 2025 feels a bit more… “🤷‍♂️,” the playbook from last year still hits hard.

We read this 17-lesson masterclass from Klaviyo so you don’t have to — but you really should.

Here are 5 of our favorite takeaways you can act on right now to win this holiday season:

🎁 1. Build Hype Ahead of Your Sale

Some marketers worry that teasing deals too early will cannibalize conversions. That fear? Totally unfounded. Brands that previewed discounts or teased product drops saw stronger day-of performance, not weaker.

🗓 2. Extend Your Promo Window

Brands that ran sales from Monday–Tuesday (or even longer) saw better results than those who stuck to just Friday–Monday. Why? People don’t all shop in one window anymore — and some avoid BFCM chaos altogether.

🙌 3. Prioritize Loyal Customers with Early Access

Instead of a generic list-wide blast, VIP segmentation crushed. One brand saw a 41% increase in conversion rate YoY from giving high-intent shoppers early access and personal invites to skip the chaos.

🛎 4. Update Your Automated Flows

Your welcome, cart, and browse flows still run during BFCM — so if they don’t reflect your promo, you’re confusing people (or worse, giving them a lesser deal).

⏳ 5. Use Countdown Timers the Right Way

Real-time countdowns created urgency without turning customers off. One brand saw a 28% lift in purchases by pairing a countdown timer with a simple “Sale starts soon” teaser.

TL;DR → What This Means for You

You don’t need to wait for October to start prepping. The best BFCM campaigns are built (and tested) in July. The brands who personalize early — and simplify their messaging — will win the season.

📖 Want all 17 lessons? Read the full article from Klaviyo here:

👉 klaviyo.com/blog/bfcm-2024-marketing-lessons

💌 Your Preference Center =
Your Secret Retention Weapon

Let’s talk about something most brands overlook: the Klaviyo Preference Center. It’s free, it’s powerful, and it can turn unsubscribes into supercharged segmentation.

This week, our friend Michal Liberman from SAK dropped some 🔥 insight on LinkedIn about how she uses it — and wow, it’s worth a read.

She’s not just collecting emails — she’s creating personalized journeys by letting people choose how they want to interact with the brand.

Here’s what Michal’s doing with her Preference Center:

• 🕊️ Opt down, not out – Letting customers choose less email instead of no email. (Think frequency sliders: “Email me once a week” vs. “Just promos, please.”)
  

• 💔 Sensitive opt-outs – Allowing subscribers to skip certain holidays like Mother’s Day or Father’s Day. A small gesture that builds big trust.
  

• 🎂 Birthday collection – Great for running birthday campaigns, creating surprise-and-delight moments, and enriching demographic data.
  

• 🛍️ Product/category preferences – Customers can select their favorite product types, styles, or even colors. Then flows and campaigns feel custom-built.
  

• 🚫 Topic exclusions – Based on real customer feedback, Michael even added an option to avoid topics they’re not into. Genius.

🤝 What this means for you:

Personalization isn’t just about using someone’s first name. It’s about respecting preferences and giving customers control. That’s how you build lifetime loyalty.

And here’s where Because can take this even further…

🎯 Use That Preference Data Onsite

If you’re collecting all this gold in Klaviyo, don’t let it sit there.

Here’s how you can use it with Because:

• Show unique messaging for people who’ve opted into specific categories (e.g. “New in your fave color: Rose Gold”)
  

• Hide holiday promos from those who opted out (sensitivity = respect)
  

• Run A/B tests based on preference segments (“Weekly shopper” vs. “Only sales”)

👨‍👧 Last-Minute Father’s Day Campaign Ideas (Because Dad Jokes Aren’t Enough)

Father’s Day is almost here (Sunday June 15) — and whether you’re a dad, shopping for one, or just love grilling gear and socks, now’s the time to hit “go” on those final campaigns.

But here’s your friendly ecom reminder:

🛍️ It’s not dads doing the shopping — it’s their partners, adult kids, and sometimes friends.

Design your campaigns to speak to the buyer, not just the recipient.

💡 Last-Minute Campaign Ideas You Can Still Launch:

• Gift Guide Pop-Up or Landing Page

  Curate top picks by “Dad Type”:

  • The Grill Master

  • The Tech Dad

  • The Sentimental Softie

  • The “Don’t Get Me Anything” Guy (yes, he still wants something)

• Top Bar Countdown with Shipping Deadlines

  “Still need a gift for Dad? Order by Thursday for on-time delivery!”
  

• BOPIS (Buy Online, Pick Up In-Store) or Local Pickup Banner

  “Last-minute? No judgment. Pick up in-store!”
  

• Free Gift with Purchase

  Offer a bonus gift: branded bottle opener, socks, or even a card you can print at home.
  

• “From the Kids” CTA

  Use language like:

  • “Make Dad tear up (in a good way)”

  • “This one’s from the baby — we got you covered.”

• Post-Father’s Day Sales

  Not everyone makes the deadline — capture belated shoppers with:

  “Oops, forgot Dad? He never has to know. Shop our belated gift guide.”

👨‍🏫 Pro Tips:

• Use imagery of families, kids, and dads being real (grilling, lounging, napping with toddlers).

• Highlight practical items — think quality, not novelty.

• Email subject lines like:

  • “Don’t tell Dad, but this gift is 🔥”

  • “Still need a gift? We won’t tell.”

🎁 Need a last-minute email CTA?

“Father’s Day is this Sunday — skip the tie and get him something he’ll actually use.”

📦 Shipping cutoff reminder?

Create urgency like:

“Final hours to get Dad’s gift on time. Your future self will thank you.”

 ✨ Closing Thoughts:
Let’s Be the Brand They Brag About

As we wrap Episode 13, here’s your gentle reminder: it’s easy to get caught up in the tactics — the countdown timers, the flows, the AI tool du jour.

But the best brands? They make people feel something.

Whether it’s a perfectly timed Father’s Day message that makes someone laugh and cry, or a frictionless checkout that feels like magic (looking at you, Apple Pay), your job is to create moments worth remembering — and repeating.

So as you launch that next campaign, ask yourself:

• Would you forward this to a friend?

• Does it feel like your brand at its best?

• Are you making life easier, cooler, or more joyful for your customer?

If yes — you’re doing great. And if not… hey, there’s always next week 😉 (tease for what is coming next week)

Thanks for reading. Thanks for building. Thanks for making ecommerce better for all of us.

🚀 See you in Episode 14,

~ Marc