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OMG, is Black Friday less than 25 days away?
Now, some of us may not use Black Friday as part of our strategy, but getting prepared now sets you up to shine all holiday season.
So why start now? Because getting your holiday campaign right isn’t just about slapping on a discount code and hitting send. It’s about carefully setting the stage for success.
From ensuring deliverability to warming up your audience, early prep work means better engagement, higher open rates, and fewer emails lost to spam.
In my latest class with Skillshare, we’re breaking down everything you need to execute an unforgettable Black Friday campaign, step by step. And it all starts with preparing your email strategy in advance.
Let’s dive in, shall we?
👩🏫 Lesson of the week
Before you start dreaming up the perfect Black Friday subject line, make sure your emails actually land in inboxes, not the spam folder. This is where a deliverability audit comes in, a quick health check to keep your email list in top shape and your campaign on target.
A few key moves to get this right:
Authenticate Your Domain
This sounds technical, but it’s simple (and critical!). Authenticating your domain means setting up SPF, DKIM, and DMARC records to prove to email providers that your emails are legit. Many email platforms make this easy, for example Beehiv just does it for you.
Check Your Metrics
Peek at your open rates, bounce rates, and spam complaints. Low open rates or a spike in bounces? Time to clean up that list. Red flags here mean your emails could be getting filtered out or ignored.
Clean Up Your List
Cold subscribers, people who haven’t opened your emails in 3–6 months, are dragging down your results. Don’t be afraid to remove them or run a re-engagement campaign to see who’s still interested. A lean, active list beats a large, unresponsive one every time, and it’ll improve both your deliverability and email costs.
Early deliverability checks set you up for a smooth, successful Black Friday campaign. Next up? Warming up that list!
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Warm Up Your List
Even if you’ve been quiet on the email front, now’s the time to build some excitement and re-engage your audience. Warming up your list is key to keeping your emails out of the spam folder and building anticipation for Black Friday. It’s like prepping for a big event - you want your audience paying attention when the main show arrives.
Here’s a simple warm-up strategy you can follow:
If you haven’t emailed regularly, begin with small segments of your list. Gradually increase your send frequency so email providers won’t flag a sudden surge in volume.
A re-engagement email, like a friendly “Hey, missed us?” or a peek at something new, is a perfect way to reconnect with subscribers.
Here is a simple 4-email sequence you can try:
Email 1 (4 weeks before Black Friday): Give them a sneak peek of what’s new
Email 2 (3 weeks before): Get them involved by asking them questions. Bonus points if you can turn it into a fun poll.
Email 3 (2 weeks before): “Psst… something BIG is coming!” Hype up the excitement with a hint of discounts and a countdown.
The goal here is to gently warm up your list so they’re ready for the main event. And if they start engaging with these early emails? That’s even better, engagement boosts deliverability, so by Black Friday, you’ll be top of their inbox.
Set Up Your Automated Flows
Black Friday is intense, so why not let automation take the load off? Setting up automated flows ensures your emails run like a well-oiled machine, delivering a personalised experience without the manual work.
Here’s how to make your flows work harder for you this season:
Double-Check Key Flows
Review your most important automations: welcome, abandoned cart, and post-purchase flows. These are your foundational flows, and Black Friday is the perfect time to add a little extra flair. Consider adding Black Friday-specific messaging to these flows, or even create entirely new ones dedicated to your Black Friday deals.
Add Black Friday Language
A generic welcome email? Not this time. Tailor your welcome message to the season with hints about upcoming deals, exclusive Black Friday discounts, or early access offers.
Check for Broken Links
It’s easy to overlook, but double-check every link in your automations. A broken link could be the difference between a lost sale and a new loyal customer. Pay special attention if you’ve recently updated your site or offers.
Optimise Timing
Timing is everything, especially during Black Friday. Make sure your abandoned cart emails go out quickly enough to remind shoppers while the deal’s still hot. If your timing isn’t aligned with the urgency of Black Friday, you’re missing opportunities.
Test Across Devices
A huge number of people will be browsing on mobile, so your emails need to look good everywhere. Make sure every automated email is mobile-friendly, from the header down to the call-to-action buttons.
🏫 Class in session
Ready to dive even deeper? My latest Skillshare class covers Black Friday strategies from top to bottom, packed with all the tips, templates, and strategies you need to make this your most successful Black Friday yet.
Enrol now and get the full scoop on prepping your list, creating irresistible offers, and building campaigns that convert.
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Investing a little time to get these flows in place (and tested!) means you’ll be able to keep up with Black Friday demand, delivering a flawless experience that drives conversions.
Getting your holiday email strategy ready in advance isn’t just a “nice-to-have”, it’s what sets your campaign up for success, keeping you ahead of the crowd and top of mind with your audience.
From warming up your list and running a quick deliverability check to setting up automated flows, these steps make sure your emails land, engage, and convert.
Like I ALWAYS love so say, fail to plan, plan to fail 😉
Always cheering you on,
Fab ✌️