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Expert Answer • 2 min read

When should I send Black Friday emails?

As an e-commerce business owner preparing for Black Friday, I'm struggling to determine the optimal timing and frequency of my email marketing campaign. I want to maximize engagement without overwhelming my subscribers, and ensure I'm capturing potential customers at the right moment. My goal is to create a strategic email sequence that builds anticipation, drives sales, and provides value throughout the holiday shopping season without causing email fatigue or diminishing the impact of my core Black Friday promotions.
Muhammed Tüfekyapan

Muhammed Tüfekyapan

Founder & CEO

2 min

TL;DR - Quick Answer

Start Black Friday email campaigns 2-3 weeks before the event, with an initial teaser email, followed by weekly anticipation emails, a pre-Black Friday preview, and 3-4 strategic emails during the actual sale period, balancing excitement and information.

Complete Expert Analysis

Strategic Black Friday Email Campaign Timeline

Crafting the perfect Black Friday email sequence requires precision, strategic timing, and a nuanced understanding of customer psychology and engagement patterns.

Comprehensive Email Campaign Stages

StageTimingPurpose
Teaser Phase3 weeks beforeBuild anticipation, hint at upcoming deals
Preview Phase1-2 weeks beforeReveal initial deal details, create excitement
Sale ActivationBlack Friday weekLaunch primary promotional emails
Closing PhasePost-Black FridayFinal push, last-chance messaging

Detailed Email Strategy Breakdown

1. Initial Teaser (3 Weeks Before)

  • •Create mystery and excitement
  • •Hint at upcoming significant discounts
  • •Encourage email list subscribers to stay tuned

2. Preview Campaign (2 Weeks Before)

  • •Reveal initial deal categories
  • •Share sneak peek of top products
  • •Provide early access or VIP preview options

3. Black Friday Week Emails

  • •Launch day announcement
  • •Mid-sale highlights and restocks
  • •Limited time/quantity reminders

4. Closing Phase Emails

  • •Last chance notifications
  • •Remaining stock alerts
  • •Final hours countdown

Email Frequency Best Practices

Recommended Frequency

  • ✓Pre-event: 1 email per week
  • ✓Black Friday week: 3-4 emails
  • ✓Post-event: 1-2 closing emails

Segmentation Strategy

  • ✓Previous customers
  • ✓Cart abandoners
  • ✓New subscribers
  • ✓Inactive customers

Optimize Campaigns with Growth Suite

Growth Suite enhances Black Friday email strategies by providing real-time visitor behavior tracking, enabling hyper-personalized email targeting. The platform identifies hesitant shoppers, generates unique time-limited discount codes, and helps create dynamic, behavior-triggered email campaigns that maximize conversion potential during the critical holiday shopping period.

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Muhammed Tüfekyapan

Muhammed Tüfekyapan

Founder & CEO of Growth Suite

With over a decade of experience in e-commerce optimization, Muhammed founded Growth Suite to help Shopify merchants maximize their conversion rates through intelligent behavior tracking and personalized offers. His expertise in growth strategies and conversion optimization has helped thousands of online stores increase their revenue.

E-commerce Expert Shopify Partner Growth Strategist

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