Black Friday and Cyber Monday are game-changing opportunities in e-commerce email marketing for driving sales and engagement. If you’re an e-commerce store owner, you likely know what BFCM stands for—whether you’ve participated in it before or not. By now, you’ve probably seen the notifications urging you to start planning, both on your Online Store and Klaviyo dashboards. But why is Black Friday Cyber Monday such an important event in e-commerce, and should you really be focusing so intently on it?
Listen on
The short answer is yes! BFCM often drives a huge portion of annual sales, with Shopify merchants alone making over $9.3 billion in 2023, which marked a 24% increase from the previous year. This growth underscores BFCM’s massive impact on revenue potential and the need for strategic planning.
Even as consumer habits change, November remains a prime time for us to sell. People are in a buying mindset, gearing up for holiday gift-giving and hunting for deals on items they may have been eyeing all year. Preparing now allows you to capitalize on this shopping momentum with a thoughtful approach to maximize both engagement and revenue.
Strategies for Effective E-Commerce Email Marketing During BFCM
If there’s one thing I know, it’s that feeling overwhelmed during BFCM prep is a recipe for stress. By starting early, you can avoid that last-minute scramble, get everything scheduled, and have time for family—and yes, even a bit of Black Friday shopping for yourself!
In fact, preparation pays off in a big way: in 2023, Black Friday sales surged by 255% compared to a typical Friday in October. That’s a major increase and a clear sign that businesses should start their planning weeks in advance to maximize success.
I usually begin my BFCM prep in the first week of October, giving myself about 8 weeks to cover everything, from strategy to execution. Here’s my week-by-week breakdown to help you get started:
Week 1: Planning & Strategy
This week is all about defining clear goals and creating a roadmap. Set your revenue goals based on past performance and your current growth trajectory. Decide on a budget for marketing and advertising, making sure to allocate enough for campaigns leading up to BFCM. Establish the key products or services to highlight, and outline any promotions or bundles you’ll offer.
Week 2: VIP Sale Assets & Website Optimization
Start building excitement with a VIP landing page to capture early interest. Use this as your HOT list sign-up, providing early access or a special deal to VIPs. During this week, make sure your website, product pages, and checkout are optimized for speed and ease.
Did you know? The average order value (AOV) during Cyber Week 2022 reached $102.10, showing that well-crafted, high-value offers can make a big difference during this period!
Week 3: Email Marketing Preparation
Focus on email flows this week. Create sequences for current subscribers and set up a VIP email flow that engages and nurtures those who signed up on your VIP landing page. To drive maximum conversions during BFCM, successful e-commerce email marketing campaigns leverage segmentation and compelling subject lines to deliver the right message to the right audience.
Week 4: Launch Pre-Sale Ad Campaigns
Now it’s time to get the word out! Start running pre-sale ad campaigns to build anticipation and drive early interest. Design your ad graphics and copy with cohesive branding and messaging. This is also a great time to test various ad formats to see what resonates most with your audience.
Week 5: Main Event Assets
This week is dedicated to crafting the main event emails and ads. Ensure your event ads have strong hooks and your post-purchase flow includes enticing upsells or cross-sells. By prepping these ahead, you’ll be ready to hit the ground running once BFCM kicks off.
Week 6: Schedule BFCM Ads & Content
Schedule all ads and emails to go live at the right times throughout BFCM weekend. Double-check the timing to maximize visibility and engagement, and ensure you’ve optimized everything for mobile.
Week 7: Test Your Funnel
Run through every part of your funnel. Test each ad, link, and email, making sure your checkout and cart flows are flawless. Verify coupon codes, and if possible, set up automatic discounts for a frictionless checkout experience.
Week 8: Sit Back, Relax, and Watch the Sales Roll In!
With everything set up and scheduled, you can now relax and enjoy your BFCM weekend with peace of mind. Watch the orders come in, track your metrics, and make small adjustments if necessary.
Pro Tips for BFCM Success
To make the most of your BFCM strategy, here are some additional tactics that can amplify your impact and keep customers engaged long after Black Friday:
- Early-Bird Campaigns
Start building excitement before the big day by offering exclusive previews or early-bird deals for your loyal customers. Not only does this reward loyalty, but it also generates a sense of anticipation among your audience.
- Exclusive Offers for VIPs
Give your best customers early access to BFCM deals. This VIP treatment encourages higher engagement and helps secure sales from your most dedicated buyers. I love using this phase to test offers I might be curious about to see what sticks for next year. But never make the offers better than what they will be getting for BFCM. You don’t want pissed off people 🙂
- Post-Purchase Follow-Up
BFCM doesn’t end after Cyber Monday! Keep customers engaged with follow-up emails, encouraging repeat purchases or introducing complementary products.
In fact, sales typically remain elevated in the days following Black Friday, as many promotions continue through Cyber Week and even beyond. This extended sales window allows brands to keep momentum and maximize engagement throughout the entire period. By planning a series of post-BFCM offers or exclusive follow-ups, you can capture even more value from your holiday traffic.
Planning for BFCM doesn’t have to be stressful.
With the right steps in place, you can approach this major sales event prepared and confident, ready to maximize your store’s potential. Whether it’s goal-setting, email flows, or VIP offers, every task you accomplish now brings you closer to a smooth and profitable BFCM.
To make this easier, I’ve created a free BFCM guide that’s packed with everything you need to get organized and drive results. Here’s what you’ll get:
- Step-by-Step Project Plan: A breakdown of each phase, from setting revenue goals to building your VIP list and crafting high-converting email flows.
- Fillable Checklist: Keep track of tasks with a comprehensive checklist that guides you through each action item so nothing falls through the cracks.
- Bonus Calendar: A week-by-week timeline that helps you pace your work, leaving you stress-free and fully prepared for BFCM.
With these resources, you’ll be ready to make this Black Friday and Cyber Monday your best yet.
Ready to dive into BFCM planning? DOWNLOAD THE FREE GUIDE HERE
and start setting up for a successful sales season!
Good luck friend,
Liezle 🦓
