your black friday strategy probably isn't costing you traffic. it's costing you profit.
takes about 30 seconds. the playbook lands in your inbox straight away, no call needed.
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what is still missing
you're in.
over the next few days we will walk you through how this works for a brand like yours.
from real accounts
brands your size are already earning this. from a list no bigger than yours.
the plan was to raise november ad spend. the account said otherwise. the flows had not been touched in a year, so they were rebuilt first, trigger by trigger, before a penny moved. 59.56% of attributed revenue now comes from those flows. the ad budget never changed.
the subscribers were already there, sitting unused behind a channel nobody had turned on. consent, timing and cadence were built against the email calendar rather than on top of it. twelve months later that second channel is $119,860, or 4.87% of everything. the account it is compared with still sits at 1.35%.
the instinct was to send more. instead the list was cut into segments and one message went to the people the data said were ready. 23,016 received it, 434 clicked, 52 bought. a 0.86% click rate that looks like a failure, until the $1,425.59 average order value makes it $84,109 from a single send.
the year before, november went well and december went silent. so the work started in october: post-purchase sequences, a second purchase flow inside 60 days, and a december plan written before the offer was decided. by the following spring four in five customers were coming back.
seven components. one complete Q4 system.
Every piece of the BFCM Revenue Kit is built to work together, from October audience readiness through to December holiday revenue. Hover to expand each component.
audience ramping
we begin warming your list from early october, segmenting engaged vs unengaged subscribers and building pre-BFCM momentum so your audience is primed to buy, not burned out.
- engagement segmentation before sends begin
- win-back flow for lapsed subscribers
- pre-BFCM hype and teaser campaign series
- list suppression to protect deliverability
sales emails, SMS & WhatsApp
a day-by-day, channel-by-channel campaign calendar covering the full BFCM weekend and cyber monday. every message is written, designed and sequenced by us.
- full email campaign calendar
- SMS sequences with optimal timing strategy
- WhatsApp broadcast plan for high-intent subscribers
- segment-specific variants for VIPs, new subscribers and browsers
reminders & follow-up
most BFCM revenue is left in the "almost" pile. our reminder and follow-up sequences are built to close that gap, re-engaging clickers, nudging browsers and extending the sale window.
- countdown and "last chance" reminder emails
- post-BF and post-CM follow-up flows
- clicker-only retargeting sequences
- extended sale window emails for stragglers
BFCM offer creation
we build the full messaging strategy for your BFCM offers so your deals land with urgency and clarity.
- offer strategy and positioning consultation
- subject line and preview text for every send
- email goals and creative briefing
- SMS and WhatsApp offer and plan
deliverability management
BFCM is the most competitive inbox period of the year. we monitor, protect and optimise your sending health from october through the end of december, not just the weekend itself, ensuring your emails are seen.
- pre-BFCM deliverability audit and health check
- domain and IP warming plan if needed
- suppression and list hygiene management
- ongoing sending-health checks through the december holiday period
cart recovery
BFCM sees cart abandonment rates spike but intent is at its highest. our peak-season cart recovery flows are tuned specifically for the BFCM mindset, converting browsers at a rate that far exceeds the standard year-round baseline.
- BFCM-optimised abandoned cart flow, 3-touch
- browse abandonment sequence for high-traffic days
- checkout abandonment recovery with urgency copy
post-BFCM momentum & holiday conversion
we turn your BFCM buyer surge into december revenue with gifting campaigns, shipping-deadline urgency, and post-purchase flows that convert first-time BFCM customers into repeat buyers before the year closes.
- gift guide and holiday campaign calendar for december
- shipping cut-off countdown sequences
- post-purchase nurture for new BFCM customers
- end-of-year and gift-card sends for last-minute shoppers
in november, one of these is you. october decides which one.
the offer is rarely what separates these two. the preparation is.
building it in november
the scramble
- a launch email and a last chance, with the mid-sale window empty
- the whole list gets every send, burning VIPs and deliverability together
- a 10% welcome code quietly undercutting your 40% sitewide sale
- friday night problems handled by panic writing
- thousands of discount buyers who never hear from you again
- flat revenue, and the conclusion that the discount should have been deeper
with the BFCM revenue kit
the system
- a full calendar of angles, locked and QA'd 30 days out
- segment-specific variants for VIPs, new subscribers and browsers
- every flow switched to its BFCM version, no offer conflicts
- contingency copy written before you need it
- a december plan that converts BFCM buyers into repeat customers
- margin protected, because value adds carry part of the offer
october to december
is your Q4 plan four months long, or one weekend?
build the audience
none of this work is visible to the customer, which is exactly why it gets skipped. it is also the only window where you can still change the outcome cheaply.
- audit every flow and what it actually earns
- build email and SMS lists at the same time
- set the offer and your margin floor, in writing
- prove your emails land in the inbox before peak
produce and validate
the strategy window is closed. everything gets built and tested now, so november is execution rather than panic writing.
- calendar locked and approved 30 days out
- creative and copy produced, not briefed
- filters, exclusions and frequency caps set
- contingency copy ready for sellout and extension
execute and protect
during the sale you are not strategising. you are watching a handful of numbers and making a small number of reversible decisions.
- revenue by segment and by flow, checked daily
- recent buyers excluded from every promotional send
- featured products swapped before a hero sells out
- a pre-agreed threshold for pulling back volume
keep what you paid for
a BFCM buyer who never buys again was not a customer. they were a discounted transaction. the next sixty days decide which one you got.
- reactivate every flow you paused for the sale
- route gift buyers into a separate january journey
- run a second purchase flow inside 60 days
- track 90 day repeat rate by acquisition cohort
get your black friday campaigns started faster.
free download
the BFCM retention playbook
the offer logic, the send sequencing and the segmentation rules we run in client accounts every peak season. including the five things that consistently cost brands money in november, and what to do instead.
success stories
authentic growth stories from brands who transformed their retention marketing.
Tash @ Wallpaper Sales
the questions owners actually ask.
is it too late to start?
not necessarily. the earlier we begin, the more opportunities we have to build demand before black friday. if you’re booking close to the season, we’ll prioritise the highest-impact work first and create a rollout plan based on the time available.
what size brand is this built for?
the BFCM revenue kit is designed for established e-commerce brands with an active customer base and a focus on profitable growth. if you’re already investing in acquisition, this helps you maximise the value of every customer you acquire during Q4.
how much time will my team need to invest?
we handle the strategy, copy, design, campaign planning and implementation. your involvement is focused on approvals, brand direction and feedback, allowing your team to stay focused on running the business during your busiest season.
we already have an agency. can you work alongside them?
yes. many of our clients already have agencies managing paid media, creative or retention. we integrate with your existing team and take ownership of the email, SMS and lifecycle strategy without disrupting the rest of your marketing.
who owns the campaigns and assets?
everything we build belongs to you. campaigns, automations, email designs, SMS sequences, templates and documentation remain in your account once the project is complete.
is this a retainer?
no. the BFCM revenue kit is delivered as a fixed-scope project with a one-time fee. if you need ongoing support after Q4, we can discuss that separately, but it’s never a requirement.
what happens after black friday?
the work doesn’t stop at cyber monday. we continue into december with holiday campaigns, gifting, shipping cut-offs, post-purchase journeys, and strategies designed to convert seasonal buyers into repeat customers.
how quickly can we get started?
once your strategy call is complete, we begin onboarding immediately. because we limit the number of brands we work with each intake, projects start on a first-confirmed basis.
the commercial conversation
ready for the plan? book your BFCM revenue session.
45 minutes. we map your list, your flows and last year’s numbers, and show you what the same audience is worth with the system in place. you leave with the plan whether you work with us or not.
limited BFCM intake. applications close 30 september.