Black Friday Email Sequence: Complete Campaign Timeline

Email drives 25-30% of BFCM revenue for most e-commerce stores. A well-planned sequence outperforms last-minute blasts. This guide provides a complete email timeline from early November through post-Cyber Monday.

Campaign Overview

Timeline Phases

Phase 1: Early Access (Nov 1-15) Building anticipation. VIP access. List growth.

Phase 2: Warm-Up (Nov 16-27) Teasing deals. Setting expectations. Cart builders.

Phase 3: The Sale (Nov 28 - Dec 2) Black Friday through Cyber Monday. Peak volume.

Phase 4: Recovery (Dec 3-10) Abandoned carts. Missed-it messaging. Extension considerations.

Email Volume Reality

BFCM is not normal: You will send more emails than usual. Customers expect it. Unsubscribes will increase slightly. Revenue will more than offset.

Industry data: Top-performing brands send 10-15+ emails during BFCM week. Open rates often increase during sale periods.

Your approach: Scale to your capacity and list engagement. Start conservatively if new to high-volume sending.

Phase 1: Early Access (Nov 1-15)

Goal

Build anticipation. Identify highest-intent customers. Capture new subscribers.

Email 1: VIP Preview Announcement (Nov 1-3)

Audience: VIP/loyalty members, top customers, engaged subscribers.

Subject line examples:

• "You're getting early access"
• "VIP exclusive: Black Friday preview"
• "First look at our biggest sale"

Content:

• Announce early access dates
• Explain what VIP gets (early start, exclusive items, bigger discount)
• Encourage sign-up if not already VIP

CTA: "Mark your calendar" or "Add to calendar"

Email 2: Non-VIP Teaser (Nov 5-7)

Audience: Full list minus VIPs.

Subject line examples:

• "Black Friday is coming"
• "Save the date: Our biggest sale"
• "Sneak peek: What's on sale"

Content:

• Announce sale dates
• Hint at deals without specifics
• Promote VIP signup for early access

CTA: "Join VIP for early access"

Email 3: Category Preview (Nov 10-12)

Audience: Segmented by browse/purchase history.

Subject line examples:

• "Your favorites will be on sale"
• "[Category] deals are coming"
• "Wish list items going on sale"

Content:

• Preview products relevant to that segment
• Build anticipation for specific items
• Encourage wishlist building

CTA: "Add to wishlist" or "Save for later"

Email 4: Urgency Builder (Nov 14-15)

Audience: Full list.

Subject line examples:

• "2 weeks until Black Friday"
• "Get ready: Sale countdown"
• "Don't miss out this year"

Content:

• Countdown to sale start
• Reminder of what's at stake
• Inventory teaser (limited quantities)

CTA: "Set a reminder"

Phase 2: Warm-Up (Nov 16-27)

Goal

Keep attention. Reveal deals. Drive wishlist and cart building.

Email 5: Full Deal Reveal (Nov 16-18)

Audience: Full list.

Subject line examples:

• "Black Friday deals revealed"
• "Here's exactly what's on sale"
• "The wait is over: Full preview"

Content:

• Complete deal breakdown
• Featured products by category
• Exact discount percentages
• Sale start date/time

CTA: "Preview sale" or "Start browsing"

Email 6: Product Spotlight 1 (Nov 19-20)

Audience: Full list or segmented.

Subject line examples:

• "Our #1 bestseller is 40% off"
• "Most-wanted item of the year"
• "This will sell out first"

Content:

• Single product focus
• Why it's special
• Limited quantity warning
• Sale price reveal

CTA: "Add to wishlist"

Email 7: Product Spotlight 2 (Nov 22-23)

Audience: Full list or segmented.

Subject line examples:

• "Perfect gift under $50"
• "Our most-requested item"
• "New this year: [Product]"

Content:

• Another hero product
• Gift-giving angle
• Social proof (reviews, popularity)

CTA: "See all gift ideas"

Email 8: Cart Builder (Nov 24-25)

Audience: Full list.

Subject line examples:

• "Build your Black Friday cart now"
• "Add to cart, buy Friday"
• "Start shopping early"

Content:

• Explain cart building
• Link to wishlist/favorites
• Sale start time reminder
• Early access reminder for VIPs

CTA: "Start building your cart"

Email 9: VIP Early Access Launch (Nov 26)

Audience: VIP/loyalty only.

Subject line examples:

• "VIP access: Sale starts NOW"
• "Your early access is live"
• "24 hours before everyone else"

Content:

• Sale is live for VIPs
• Shop now before stock depletes
• Reminder of VIP benefits

CTA: "Shop VIP sale"

Email 10: VIP Reminder (Nov 27, morning)

Audience: VIP who did not purchase.

Subject line examples:

• "VIP: 12 hours left of exclusive access"
• "Don't waste your early access"
• "Almost out of time"

Content:

• Urgency on exclusive window
• Top items selling fast
• Last chance before public access

CTA: "Shop now"

Phase 3: The Sale (Nov 28 - Dec 2)

Goal

Maximize revenue. Drive urgency. Convert browsers.

Black Friday (Nov 28)

Email 11: Sale Launch (Early morning)

Subject line examples:

• "BLACK FRIDAY IS LIVE"
• "30% off EVERYTHING starts now"
• "It's here. Shop the sale."

Content:

• Sale is live
• Main offer clearly stated
• Top products featured
• Free shipping threshold reminder

CTA: "Shop Black Friday"

Email 12: Midday Reminder (Noon-2pm)

Subject line examples:

• "Selling fast: Black Friday update"
• "5 items already sold out"
• "Best deals going quick"

Content:

• Urgency on inventory
• Specific products selling fast
• Hours remaining in day

CTA: "Shop before it's gone"

Email 13: Evening Push (6-8pm)

Subject line examples:

• "Evening Black Friday deals"
• "Last call for today's doorbusters"
• "Did you miss anything?"

Content:

• End-of-day roundup
• Items still in stock
• Tomorrow preview (if different)

CTA: "Shop now"

Saturday (Nov 29)

Email 14: Weekend Deals (Late morning)

Subject line examples:

• "Weekend sale continues"
• "Saturday deals still live"
• "More time to shop"

Content:

• Sale continues
• Inventory updates
• Product recommendations

CTA: "Continue shopping"

Sunday (Nov 30)

Email 15: Cyber Monday Eve (Evening)

Subject line examples:

• "Tomorrow: Cyber Monday"
• "Get ready for the final push"
• "New deals drop tomorrow"

Content:

• Preview Cyber Monday (if different offers)
• Current deals still available
• Shipping deadline reminder

CTA: "Shop now or wait for Monday?"

Cyber Monday (Dec 1)

Email 16: Cyber Monday Launch (Early morning)

Subject line examples:

• "CYBER MONDAY IS HERE"
• "Online exclusive deals live"
• "Final day of savings"

Content:

• Cyber Monday specific (if different)
• Or continuation of BFCM deals
• Final chance messaging

CTA: "Shop Cyber Monday"

Email 17: Midday Urgency (Noon-2pm)

Subject line examples:

• "Hours left: Cyber Monday"
• "Final inventory check"
• "Last chance on bestsellers"

Content:

• Time running out
• Low stock alerts
• Best remaining deals

CTA: "Shop before midnight"

Email 18: Final Hours (8-10pm)

Subject line examples:

• "4 HOURS LEFT"
• "Cyber Monday ends at midnight"
• "This is it. Final call."

Content:

• Countdown to end
• Last chance messaging
• No extension promise (if true)

CTA: "Shop now"

Cyber Tuesday Extension (Dec 2, if applicable)

Email 19: Extension Announcement (Morning)

Subject line examples:

• "Extended: 24 more hours"
• "You asked, we listened: Sale extended"
• "One more day to save"

Content:

• Sale extension announcement
• Why (customer demand, inventory remaining)
• Absolutely final deadline

CTA: "Final chance to shop"

Phase 4: Recovery (Dec 3-10)

Goal

Recover abandoned carts. Win back browsers. Capture remaining demand.

Email 20: Cart Abandonment (Dec 3)

Audience: Abandoned carts from BFCM.

Subject line examples:

• "Your cart is waiting"
• "You left something behind"
• "Don't forget your [product]"

Content:

• Cart contents reminder
• Original BFCM pricing (if still honoring)
• Or regular pricing with urgency

CTA: "Complete your order"

Email 21: Browse Abandonment (Dec 4)

Audience: Browsers who did not purchase.

Subject line examples:

• "Items you viewed are still available"
• "Did you find what you were looking for?"
• "Back in stock alert" (if applicable)

Content:

• Products they viewed
• Similar recommendations
• Smaller discount or free shipping

CTA: "Continue shopping"

Email 22: Last Chance (Dec 5-6)

Audience: BFCM engaged but did not purchase.

Subject line examples:

• "Last chance: Holiday savings"
• "Missed Black Friday? Here's your second chance"
• "Extended savings (ends tonight)"

Content:

• Final opportunity messaging
• Smaller discount than BFCM or same
• Holiday shipping deadline awareness

CTA: "Shop now"

Email 23: Thank You (Dec 7-10)

Audience: All BFCM purchasers.

Subject line examples:

• "Thank you for shopping with us"
• "Your BFCM order update"
• "We appreciate you"

Content:

• Genuine thanks
• Order/shipping status
• What to expect next
• Loyalty program mention

CTA: "Track your order" or "Refer a friend"

Subject Line Best Practices

What Works During BFCM

Clarity over cleverness:

• "30% off everything - starts now"
• "Black Friday sale is LIVE"
• "Cyber Monday: Final hours"

Numbers and specifics:

• "$50 off your order"
• "Save up to 40%"
• "4 hours left"

Urgency (when real):

• "Selling fast"
• "Low stock"
• "Ends tonight"

What to Avoid

Overused phrases:

• "Don't miss out!" (everyone says this)
• "HUGE sale" (undefined)
• "Best ever" (prove it)

Deceptive urgency:

• Fake countdowns
• False scarcity
• "Last chance" when it is not

All caps everything:

• "BLACK FRIDAY SALE!!!!!"
• Use caps sparingly for emphasis

Send Time Optimization

General Guidance

Early morning (6-8am): Catch early risers. Compete for inbox attention before flood.

Mid-morning (10-11am): Peak email engagement time. High competition.

Early afternoon (1-2pm): Post-lunch check. Good for reminders.

Evening (6-9pm): Relaxed shopping time. Good for sale-day closes.

BFCM Specific

Black Friday:

• Early (6-7am): Beat competition
• Noon: Urgency boost
• Evening: Last call before Saturday

Cyber Monday:

• Morning: Launch email
• Lunch: Reminder
• Evening: Final hours push

Time Zone Considerations

If US-focused: Optimize for Eastern time, but do not send before 6am Pacific.

Multi-timezone: Consider segmenting by timezone for critical sends.

Segmentation Strategies

By Engagement

VIP/High value: Early access. Best offers. Priority messaging.

Active subscribers: Full campaign. All emails.

Lower engagement: Reduced frequency. Key messages only.

By Purchase History

Previous BFCM buyers: They know the drill. Speak to their experience.

First BFCM with you: More explanation. Build trust.

Never purchased: Acquisition focus. Overcome objections.

By Category

Based on past purchases: Recommend relevant categories and products.

Based on browse behavior: Personalize product recommendations.

Technical Considerations

Deliverability

Pre-BFCM:

• Clean your list
• Remove hard bounces
• Reduce sends to unengaged
• Warm up sending volume gradually

During BFCM:

• Monitor bounces and complaints
• Watch for deliverability drops
• Have backup sending domain if needed

Testing

Before BFCM:

• Test all links
• Preview on mobile and desktop
• Send test emails to team
• Check dynamic content

Do not test during: BFCM is not the time for A/B testing new approaches. Use what works.

Automation Conflicts

Pause or adjust:

• Welcome series (may conflict with BFCM emails)
• Browse abandon flows (replace with BFCM versions)
• Post-purchase flows (keep or pause based on content)

Keep:

• Order confirmations
• Shipping notifications
• Critical transactional emails

Measurement

Key Metrics

Revenue per email: Total revenue / emails sent. Primary success metric.

Open rate: Industry average is 15-25%. BFCM often higher.

Click rate: 3-5% typical. Track by email and segment.

Conversion rate: Clicks to purchases. Benchmark against non-BFCM.

What to Analyze

By email: Which emails drove most revenue?

By day: Which day performed best?

By segment: Which customer groups responded best?

Year-over-year: How did this campaign compare to last year?

The Bottom Line

Email is your highest-ROI BFCM channel. Plan the sequence in advance. Execute consistently.

Timeline summary:

• Nov 1-15: Early access and anticipation
• Nov 16-27: Warm-up and reveals
• Nov 28 - Dec 2: The sale (high volume)
• Dec 3-10: Recovery and thanks

Keys to success:

1. Plan sequence before November
2. Segment where possible
3. Send more than you think (during sale)
4. Personalize product recommendations
5. Measure and learn for next year

The brands that win BFCM email are not cleverer. They are more prepared and more consistent. Start early. Plan thoroughly. Execute the sequence.