As Black Friday and Cyber Monday approach, competition among DTC and e-commerce brands intensifies. Email marketing consistently drives over 30% of total Black Friday revenue for e-commerce brands, according to Klaviyo’s holiday reports. Yet most brands still struggle to get their email strategy right during the busiest shopping season of the year.

You need a clear, strategic approach to email marketing. At Retain, we specialize in helping brands connect meaningfully with their audience, build loyalty, and drive sales. Here’s a proven strategy for getting the most from your holiday emails.

The Numbers That Matter

• Average email revenue per recipient (RPR) increases by 140% during Black Friday week
• Segmented email campaigns see 25% higher open rates than non-segmented ones
• Nearly 70% of shoppers check their email for Black Friday deals before visiting any website
• Brands that start their email preparation 3 weeks before Black Friday see 2x higher conversion rates
  
  Campaigns vs. Flows: Why Both Matter

Campaigns are one-time messages to your audience, ideal for highlighting promotions. Flows, on the other hand, are automated sequences that respond to customer actions in real time. When set up well, these flows make your emails more relevant and keep customers engaged throughout Black Friday, Cyber Monday, and beyond.

1. A Warm Welcome Flow that Feels Like a Handshake
When new subscribers join your list around BFCM, they’re looking for a quick intro to what you offer. This is your chance to make them feel welcome and interested enough to stick around.

Put the BFCM Deal Front and Center: Make it easy for new subscribers to see what’s on offer right now.

Feature Popular Products or Collections: Guide them toward products that are part of the sale to give them direction and make their shopping experience easier.

Include a Countdown: A subtle timer can remind subscribers that this sale is limited, adding a touch of urgency. 

Skip any standard offers that might cause confusion and keep the message focused on the BFCM event.

2. Intent-Based Flows that Lead Customers Forward

Emails triggered by high-intent actions (like product views or abandoned carts) are essential during BFCM, as customers are often comparing options across brands. These flows help guide interested shoppers toward completing their purchase.

Add a Simple Reminder of the BFCM Sale: Whether it’s a banner or note, keep BFCM details in view to help customers remember what’s on offer.

Avoid Confusing Discounts: Make sure the sale message is clear and isn’t competing with any other discounts.

Send a Last-Day Reminder: A follow-up email on the last day of the sale can nudge customers who are still on the fence.

These flows keep things personal and relevant, which is especially important when your customers have plenty of other options to choose from.

3. Post-Purchase Flows that Keep Customers Engaged

Every BFCM season brings in new buyers, and the real value comes in turning those buyers into repeat customers. A well-planned post-purchase flow is an easy way to continue the relationship after the sale ends.

Thank Customers and Set Clear Delivery Expectations: During a busy season, let customers know what to expect in terms of shipping times.

Show Products They’ll Love: Based on what they bought, suggest similar products or complementary items to keep their interest.

Mention Upcoming Events: A quick note on future sales or new releases keeps customers looking forward to what’s next.

Following up after the purchase keeps you top of mind and shows customers that you value their decision to buy from you.

4. Winback Flows to Reach Out to Past Customers

BFCM is also a chance to re-engage customers who haven’t bought in a while. A targeted winback flow can bring them back, especially when they’re already in the mindset to shop.

Personalize with Recommendations: Suggest products based on their past orders to make the message feel relevant and thoughtful.

Emphasize the Limited-Time Offer: A final reminder about the BFCM deal might be what they need to place another order.

Keep it Friendly: Acknowledge that it’s been a while since they last shopped, making the approach feel more personal.

With a well-planned winback flow, you’re letting past customers know you’d love to welcome them back.

In Summary: Make Every Email Count This Season

Setting up your email flows for BFCM ensures every interaction adds value. From a warm welcome to re-engaging past buyers, thoughtful emails can lead to real results during this key time of year.

Looking to set up flows that resonate? Connect with Retain to see how we can help your DTC or e-commerce brand make the most of every email this BFCM season.