A Recap of Ashley Ismailovski’s BFCM live Q&A Session at Klaviyo’s Elevate Your Growth Summit

Clement Foo
Clement Foo

Digital Content Manager


Klaviyo, a trailblazer in the world of email marketing, recently hosted a webinar that gathered digital marketers from around the globe. The Elevate Your Growth Summit offered actionable insights and strategies to boost the efficacy of digital marketing initiatives. The summit was split into four insightful sessions, culminating in a live Q&A with some of the brightest minds in the industry. Among these industry experts was Ashley Ismailovski, Director of Email Marketing at SmartSites, whose insights provided attendees with practical tools to elevate their digital marketing strategies.

About Ashley Ismailovski

Ashley Ismailovski represents SmartSites, a New Jersey-based digital marketing agency acclaimed for its diverse array of services. As an Inc. 5000 fastest-growing company for six consecutive years, SmartSites leverages Klaviyo’s platform to bolster their clients’ email and SMS marketing efforts, embodying the ethos of always offering the ‘best of the best’. The collaborative relationship between Klaviyo and SmartSites allowed Ashley to share her invaluable experience with the attendees.

Preparing for Cyber Weekend: Cleaning Your List and Optimizing Sign-ups

One of the most anticipated events on the retail calendar, Black Friday and Cyber Monday (BFCM), demands a robust strategy. Brands should start preparing well in advance. Cleaning existing customer lists and using Klaviyo’s sign-up forms to facilitate new subscriptions are vital initial steps. Ashley also highlighted the significance of A/B testing sign-up form designs to determine what resonates with your audience. These elements are important for optimizing the conversion of visitors to subscribers.

Incorporating Successful Campaign Strategies During BFCM

A significant part of Ashley’s discussion revolved around crafting successful campaign strategies for BFCM. One impactful approach she recommended was creating a holiday buying guide. By offering an overview of products and the discounts available during the sale, brands could enhance transparency and customer preparedness. In addition to making email content engaging, this strategy also improves site SEO and forms a core part of paid advertising.

“Distributing holiday buying guides can be a beneficial multichannel strategy that brings significant SEO value.” – Ashley Ismailovski

The Biggest Pitfalls to Avoid During BFCM

A common mistake Ashley sees brands make during BFCM is neglecting a robust post-purchase strategy. BFCM often attracts discount-driven customers who may not be looking for a new favorite brand. Hence, brands must focus on targeting prospects likely to have a high customer lifetime value (CLV). She advised that following up with customers post-purchase, offering cross-sell opportunities, and welcoming them into your community can turn one-time holiday shoppers into year-round loyal customers.

Turning BFCM Customers into Loyal Clients

The Elevate Your Growth Summit was a treasure trove of digital marketing knowledge. With industry leaders like Ashley Ismailovski sharing their wealth of experience, attendees were given a masterclass in maximizing the potential of their digital marketing strategies. Key takeaways included the importance of pre-BFCM preparation, crafting successful campaigns, and nurturing long-term relationships with customers. The true success of BFCM lies not just in the immediate sales but in transforming seasonal shoppers into lifelong clients. The insights shared by Ashley and her fellow Klaviyo experts will undoubtedly continue to shape the future of digital marketing.