Hey it’s Edoardo from ElediaMails,
Every year I see the same mistake: Brands wait until November to think about Black Friday.
They scramble to design campaigns, throw together last-minute pop-ups, and pray their emails don’t end up in spam.
And every year, the brands that start now quietly crush their competitors.
Let’s make sure you’re one of them.
🧠 Why Q4 Email Success Starts Today
Running ads a few weeks before BFCM is fine, but email doesn’t work like that.
Your email channel takes time to be ready:
You can’t build a healthy, engaged list overnight.
You can’t fix poor deliverability in 10 days.
You can’t create anticipation if your audience hasn’t heard from you in weeks.
Black Friday isn’t about throwing discounts at cold subscribers. It’s about having a warmed, excited audience ready to buy the moment you launch.
1️⃣ Protect and Strengthen Your Email Health
If your emails aren’t reliably landing in inboxes, no offer will save you.
Think of inbox placement like a credit score: It’s built over time.
You raise it by showing ISPs (like Gmail, Outlook, Yahoo) that people want your emails.
How to do it now:
Send only to engaged segments first - start with your 15-day or 30-day engaged list. These are people who have opened or clicked recently.
Gradually reintroduce older segments once your open and click rates climb.
Keep content clean and relevant - don’t use spammy subject lines or giant discount blasts while warming up.
If you start today, you still have time to turn an unhealthy list into a profitable one before November.
2️⃣ Grow Your List (Aggressively and Creatively)
Your revenue potential on Black Friday is directly tied to how many people you can reach organically. Ads will get expensive (CPMs can 2–3x), but your email cost stays flat.
Now’s the time to push hard on list growth:
Upgrade your pop-up strategy - stop relying on the same “10% off” everyone ignores.
Try interactive pop-ups: quizzes, mystery offers, or tiered discounts.
Keep friction low: first ask for one simple action (answer a fun question, click a choice) before requesting the email.
Think of every new subscriber this month as future Black Friday revenue.
3️⃣ Stop Spamming Discounts. Start Building Trust
If the only thing your list sees before November is “20% OFF,” you’re training them to tune you out, and wait for a bigger deal.
Instead, use the next few weeks to warm up your audience with value:
Educational content - how to use your product, care tips, behind the scenes.
Social proof - customer stories, UGC, reviews.
Teasers - subtle hints that something big is coming (but don’t reveal details).
Last year, Klaviyo found that brands running 10–15% discounts and strong storytelling made more revenue than brands blasting deeper discounts. Why? Because customers already trusted them and were primed to buy.
4️⃣ Map Out Your Black Friday & Cyber Monday Campaign Calendar
Too many brands go into BFCM without a roadmap and it shows. Their emails feel rushed, repetitive, and easy to ignore.
Instead, plan your campaign sequence now:
Pre-Black Friday (early Nov): VIP early access offers and warm-up campaigns.
Early Access Deals (mid-Nov): small but exciting offers to build anticipation.
Black Friday Weekend: your strongest, broadest offer - make it easy to claim and clear in the header.
Cyber Monday: fresh urgency or twist on the main offer.
Post-BFCM: thank your customers, transition into holiday buying, and upsell where relevant.
This way, your list isn’t blindsided. Instead, they’re guided toward your sale and ready to purchase.
5️⃣ Don’t Forget Your Flows
Campaigns get all the attention during BFCM, but flows are still your main revenue driver if they’re tuned for Q4.
Audit and adjust:
Welcome Flow: make sure new subscribers see your current BFCM offer immediately.
Abandoned Cart & Checkout: urgent copy, clear offer placement, fast send times.
Browse Abandonment & Window Shopper: retarget product viewers who haven’t purchased.
Post-Purchase Flow: cross-sell and upsell while excitement is high. Consider adding personal text-based follow-ups here. These convert surprisingly well.
🚀 Our 2025 BFCM Prep Guide
We pulled everything we’ve learned scaling ecom brands during Q4 into one guide:
Full campaign calendar templates
Offer frameworks that cut through discount fatigue
Flow adjustments for maximum Q4 revenue
High-converting pop-up and sign-up strategies
If you want a custom BFCM plan for your brand (flows + campaigns + deliverability audit), we’re offering free strategy sessions this month.
✉️ Email of the Day
Clean email design that has good placement of CTAs and interesting usage of offers
Black Friday is the most profitable time of the year, but only if you’re prepared.
Don’t wait until November when it’s too late to fix deliverability, grow your list, or warm your audience.
Start now. Win later.
Until next time!
Edoardo