Your BFCM Email Playbook: How to Win Big This Year 🎯

Hey, it's Jordan from the Email Intel Newsletter.

Happy November!

Did you know that last year, Black Friday and Cyber Monday sales in the US topped $9.12 billion in a single day?

And this year, projections show that holiday sales could climb even higher, making it the perfect time for DTC brands to drive massive revenue.

BFCM is a prime opportunity to win back lapsed customers, acquire new ones, and keep your loyal shoppers engaged during the biggest shopping weekend of the year.

But here’s the problem:

Everyone’s trying to capture attention, and most brands will get lost in the shuffle.

The good news is:

You don’t have to be one of them.

Here’s how to stand out and have a record-breaking BFCM this year.

1. Skimmable Emails Win Sales

Your customers are going to be bombarded with emails all weekend long, so your copy needs to cut through the noise—fast.

Think bold headlines, short sentences, and bullet points.

Your audience should get the gist of your offer in seconds.

Example:

Wrong: "This Black Friday, we’re offering a wide selection of discounts on many of our best-selling products, and you can find all of them on our website starting at midnight."

Right: "🎉 Our Black Friday Sale Starts Now!
Get up to 50% off our bestsellers. But hurry, deals end in 24 hours."

2. Focus on One Clear Offer

It’s tempting to shout about every deal you have, but that’s just going to overwhelm your audience.

Pick one irresistible offer and make it the star of the show.

Keep the message crystal clear so your customers know exactly what to do.

Example:

Wrong: "We have discounts on all products, free shipping on orders over $50, and a special gift with purchases over $100!"

Right: "Get 40% off EVERYTHING + Free Shipping!
No code needed—just shop and save."

3. Segment Your Audience for Maximum Impact

If your list is over 10,000 contacts, then it will be profitable to segment your list and send tailored messages.

This allows you to speak directly to each subscriber and drive more sales.

Example:

• VIP Customers: Give them early access to exclusive deals.

• First-Time Buyers: Offer a strong incentive to make that initial purchase.

• Lapsed Customers: Use a “We Want You Back” email with a special BFCM offer.

The more personalized your messaging, the better your results.

4. Don’t Forget Value

Everyone’s offering a discount, but how can you add extra value?

Think free gift wrap, an exclusive product preview, or a free bonus item with purchases over a certain amount.

Give your customers a reason to choose you over the competition.

Example:

Wrong: "Enjoy 30% off sitewide!"

Right: "30% off + Free Gift Wrap on all orders over $50. Your holiday shopping just got easier."

Remember This

BFCM is the most chaotic (and profitable) time for DTC brands.

You’ve only got a few seconds to stand out and grab your audience’s attention.

Focus on these four key points when making your emails:

• Keep the content skimmable

• Highlight one main offer

• Segment your list (if over 10k subs)

• Provide a little extra value (beyond the discount)

Follow these tips, and you’ll be miles ahead of the competition.

Here’s to a profitable, record-breaking BFCM 🥂

Cheers,

Jordan

PS - If you run a DTC brand and want to have a 15 minute strategy session with me, book a call here »