List Size Matters: Event Recap
Black Friday Cyber Monday is creeping up fast, and if you aren’t focused on list growth right now, you’re already behind. In List Size Matters, SMS experts from The Ridge, Beekman 1802, The Sak, and Postscript shared what’s working, what’s not, and how to maximize every visitor before the holiday surge.
Here’s a timestamped breakdown you can skim fast:
1:10 — Apple’s iOS 26 Update and On-Site Opt-in Engage
Apple’s Screen Unknown Senders raised eyebrows, but adoption will be gradual, it is off by default in key markets, and one-time passcodes are exempt. Postscript’s On-Site Opt-in Engage helps brands land in the known sender inbox while preserving conversion.
6:00 — Best Practices for Popups
Connor (The Ridge) uses micro-commitments and category-specific popups to lift opt-ins. Michal (The Sak) finds Spin to Win a consistent winner and uses identity resolution tools for second-chance popups. David (Beekman 1802) prefers cashback credits over straight discounts to protect margins.
15:00 — Measuring True List Growth
Skip vanity metrics. Brian Dickey recommends tracking Successful SMS Opt-ins ÷ Unique Visitors and pressing vendors on how they count impressions, submissions, confirmed opt-ins, and duplicates.
20:00 — Hot Takes: Overrated vs. Underrated
“10% off your first order” is background noise. Better bets include gamification, cashback, gift with purchase, and restating your best sitewide offer during sales. Keep testing or fall behind.
28:00 — Brian’s Popup Audit
Three reliable wins:
Full-screen designs that feel native to your site.
Shorter delays to maximize impressions.
An intro screen before asking for email or phone.
Also test imagery, brand-forward copy, and countdown timers for urgency.
33:00 — BFCM-Specific Moves
Do not turn off your popup during BFCM. Use it to reinforce the main site offer and capture high-intent traffic without extra margin loss. Update automations to reflect seasonal offers, segment gift buyers vs. self-shoppers, tease early access, and use loyalty perks to create FOMO.
50:00 — Soapbox Moments
Connor (Ridge): Understand paid performance and drive more traffic. Then maximize capture with micro-commitments and cashback.
Michal (The Sak): Push loyalty signups pre-BFCM and incentivize cross-channel subscription.
David (Beekman 1802): Coordinate ads, popups, and flows so the entire journey matches.
Brian (Postscript): More popup impressions mean more subscribers. Use exit-intent and second-chance popups to recover missed opportunities.
55:00 — Rapid-Fire Conversion Tips
Use uniquely generated, expiring codes. Three days for SMS works well.
Extend welcome series beyond the usual three messages.
During BFCM, send more targeted messages than usual. Consumers expect it.
Bottom line: List growth is your multiplier heading into BFCM. Every impression matters, and every subscriber you capture now is revenue waiting to happen later.
