BFCM-STRATEGY

GOALS

50 days available to drive traffic and sales

There are 3 distinct stages of holiday:

Pre Black Friday: Acquire as many leads as possible and avoid burnout

During Black Friday: Aggressive campaign strategy with best offers

Post Black Friday: Second tier offers, 1-2x per week

Email first ⟶ SMS second

Email: Early access to BFCM

SMS: Additional promo ($ off)

4-5 emails ⟶ Give them the offer (remind them of what’s coming offer-wise, i.e. save it)
Bestsellers, testimonials, social proof / UGC, future pace offers, promo reminder
Abandon Flows – Usually run 4-5 days after trigger

Abandon Flows: Browse/Cart/Checkout Abandon
Change to 36-48 hours start to finish for BFCM weekend
Time splits between abandon emails: 15 minutes ⟶ 1 hour ⟶ 6 hours ⟶ 1 day ⟶ 1.5 days

Depending on your deliverability and open rates you can loosen segment criteria

for BFCM ⟶ Expand engagement window

STRONG 20% + open rate ⟶ 180 days

AVG 15%+ ⟶ 90-150 days

POOR 10%+ ⟶ 90-120 days

High leverage campaigns