Black Friday and Cyber Monday are no longer just major shopping days, they’re make-or-break for most eCommerce stores.
If you don’t nail it, you could miss out on 30% of your annual revenue for 2025. And I’m not exaggerating. Over 70% of eCommerce stores generate 20-30% of their total revenue during this period. The reason is simple: 70% of visitors are more likely to make a purchase during Black Friday and Cyber Monday compared to any other time of the year
But you can’t just wait until the last few days to start your campaigns. As you can see in this chart, eCommerce stores start their campaigns early, and by the time Black Friday arrives, everyone’s inbox is flooded with offers. So, to make sure you stand out, start at least 3 weeks in advance.
Before we dive into the strategy, let me show you some of the email designs we created for our clients last year, along with the results. As you can see, we generated thousands of dollars from each campaign
Week 1: VIP Customers Only
In the first week, we’ll focus on sending emails only to your VIP customers. These are the customers who have made multiple purchases, say, three or four times. These buyers are more likely to shop early, so offer them early access with a special discount (20-30%) depending on your margins. Start with 1-2 introductory emails to tease the deal, but don’t give away the discount right away—this creates anticipation. The offer will go live after the intro phase.
Also, limit your SMS messages to 1-2 during this week as SMS is more expensive than email. Finish the week with an outro—send a text-based email reminding VIP customers that the offer is ending soon.
Week 2: Active Customers
The second week is all about engaging active customers. After the intro, you can send daily emails with your main offer and a sitewide discount to reduce friction. Use compelling subject lines to catch attention, and keep the messaging simple. For this week, continue using emails to deliver the offer and send a text-based email plus an SMS on the final day.
Week 3: Highest Revenue Week
In week 3, which will generate the highest revenue, send at least one email for the actual offer. You can start with 1-3 introductory emails to introduce the deal and the urgency.
Make sure each week has a different offer to keep customers interested. For example:
- Week 1: Up to 30% off
- Week 2: Buy one, get one free
- Week 3: Up to 80% off
- Week 4: Free gift with purchase or free shipping
End the week with an outro, using compelling subject lines and text-based emails to drive home the final chance to buy. You want to create urgency, so add countdown timers and highlight your best sellers.
Additional Tips
Here are some quick tips to increase conversions:
- Use Countdown Timers: Create urgency with countdown timers in your emails.
- Stock Shortages: Let customers know they might miss out on stock during Black Friday to encourage early purchases.
- Update Your Signup Forms: Make sure your sign-up forms reflect the Black Friday offer. Clone your welcome flow and update the discount accordingly.
Lastly, if you’re planning on running social media ads, start now. The cost of ads will skyrocket as Black Friday approaches, so it’s better to run ads and bring traffic early, when the cost is cheaper.
By applying this strategy, you’ll maximize your revenue during Black Friday and Cyber Monday. If you need help creating compelling email designs or crafting high-converting campaigns, stay tuned for my upcoming tutorials or visit my website for a free email marketing audit.
If you want, You can watch our youtube video on how to do all of the process even easier, WATCH NOW.
Get Your Free Figma Email Templates
Speed up your design process with our free Figma email template pack. Use proven layouts for Welcome, Abandoned Cart, and Campaign emails. Grab it here: CLICK HERE.
Want Expert Help? Get a Free Email Audit
If you’d like a pro to review your Shopify email setup and create a 90-day revenue plan, request your Free Email Marketing Audit here: CLICK HERE.
We’ll send you practical recommendations tailored to your brand, no fluff, no pushy sales calls.
Good luck, and I hope you make lots of sales this Black Friday!
