Your Last-Minute BFCM Email Plan

Hey, it’s Arik.

Black Friday and Cyber Monday (BFCM) are almost here, and if you’re feeling unprepared, this email is for you.

Whether you’re a small brand just starting out or a seasoned entrepreneur, I’ll be giving you a clear, actionable plan to help you crush BFCM with email.

Let’s dive in.


Why Email?
Because it gives you direct access to your people. Unlike other channels, you don’t need weeks of prep to see results. You can start today, and by the time BFCM rolls around, you’ll have a strategy that’s ready to convert.

Every year we see email driving 30–45% of store revenue during BFCM for brands that are set up properly.


Sale Tiers: What They Are and Why You Need Them
If you want to protect your margins, boost conversions, and make every email feel intentional, you need to structure your offers with sale tiers. Think of them as steps down a ladder, not a one-size-fits-all discount. The better you structure your tiers, the more control you have over your customer experience and profitability.

Here’s how we’re structuring BFCM for our clients this year:

1. Early Access (VIP-Only)
This is for your top customers: loyal buyers, high AOV shoppers, early adopters. These people should get the best deal, but only for a limited time.

2. The Main Event (Public BFCM Offer)
This is the full-blast campaign to your entire list. If VIP got 30% off, this group gets 20%. You want the offer to still be compelling, but not better than what your best customers just received. This protects your customer trust and keeps your discounting structured.

3. Cyber Monday (The Closer)
You’re now talking to the group that still hasn’t converted. The fence-sitters, the late shoppers, the ones who've been distracted. Offer them something just slightly different (free shipping, a small extra discount, a gift with purchase), just enough to tip the scale.


The 4-Part BFCM Email Framework
If you’re starting from scratch, here’s a simple framework you can implement right now:

#1 - Tease the Sale (This Week)
Your goal this week is to build anticipation. Let your subscribers know something big is coming without giving away all the details.

What to Include:
‣ Hints about the sale (e.g., “Our biggest discounts ever,” “Exclusive bundles,” etc.)
‣ A countdown timer to build urgency.
‣ A call-to-action (CTA) to stay engaged (e.g., “Watch your inbox for early access”).

Pro Tip: If you have a VIP segment, send them a slightly different teaser that hints at early access. Make them feel special before the sale even starts.

#2 - Launch Early Access (1 Week Before Black Friday)
Your VIPs are your most valuable customers, and they deserve to feel like it. Launch an exclusive early access sale just for them.

What to Include:
‣ A clear, exclusive offer (e.g., “30% off for VIPs only”).
‣ A sense of urgency (e.g., “48 hours only”).
‣ A direct link to shop to make it as easy as possible for them to convert.

Pro Tip: Use dynamic content to personalize these emails. For example, include the recipient’s name in the subject line or header to make it feel even more exclusive.

#3 - Go Big on Black Friday (Nov 28-30)
This is the main event. Your Black Friday emails should be bold, clear, and focused on driving conversions.

What to Include:
‣ Your main offer front and center (e.g., “25% off sitewide,” “Buy One, Get One Free”).
‣ A countdown timer to create urgency.
‣ Social proof (e.g., “Over 10,000 happy customers”).

Pro Tip: Send multiple emails during Black Friday. Start with a launch email, follow up with a reminder, and end with a “last chance” email.

#4 - Close Strong on Cyber Monday (Dec 1)
Cyber Monday is your chance to capture last-minute shoppers. The key here is to offer something slightly different from Black Friday to keep things fresh.

What to Include:
‣ A unique offer (e.g., free shipping, a smaller discount, or a gift with purchase).
‣ A sense of urgency (e.g., “12 hours left”).
‣ A CTA to shop now.

Pro Tip: Use scarcity to your advantage. For example, highlight low stock or limited-time offers to push hesitant shoppers over the edge.


Segmentation: The Key to Higher Conversions
If you’re not segmenting your list, you’re leaving money on the table. Even if you’re short on time, here are three segments you should prioritize:

‣ VIPs: Your most loyal customers.
‣ Engaged Subscribers: People who’ve opened or clicked your emails in the past 30 days.
‣ Inactives: Subscribers who haven’t engaged in a while. Use BFCM as an opportunity to re-engage them with a strong offer.

Pro Tip: Tailor your messaging for each segment.

What You Can Do Today

1. Pick Your Offers
Think about what motivates your customer. If they buy multiple units, bundles make sense. If they shop small, a sitewide discount might be better. If they’re high-AOV, a tiered discount gives you room to scale.

2. Plan Your Calendar: 
Map out your email sends for the next two weeks, or even the entire month so that you’re prepared.

3. Optimize for Mobile
Over 50% of emails are opened on mobile devices. Make sure your emails look great on smaller screens.

4. Set Up Core Flows: 
At a minimum, make sure you have these flows in place:
Cart Abandonment: Recover lost sales with reminders and urgency.
Browse Abandonment: Nudge visitors who viewed products but didn’t add to cart.
Post-Purchase: Thank customers and encourage repeat purchases.

And remember: the goal isn’t just to drive sales, it’s to build relationships that keep customers coming back long after BFCM is over.

See you next Thursday,
Arik

🛠️ Tool of the Week: CountdownMail

Add dynamic countdown timers to your emails to create urgency and drive faster conversions. Perfect for BFCM campaigns.