Most brands send their Black Friday emails at quarter past six in the morning. Why? Because that's when they've always sent them. So all their send-time data says 6:15 is the best time. Of course it does. It's the only time they've ever tested.
If you actually want to know what works best for your list, you have to test outside that window during the sale itself. We split sends across different times so the data's real, not just a record of habit.
the stuff that's moved the needle for us
- Calm down beforehand. In the run-up we dial normal campaigns back to a couple a week so the list isn't fatigued before the sale even starts.
- Get batch one done early. We aim to have the first batch of Black Friday emails drafted or scheduled by the end of October so launch day isn't a scramble.
- Plain-text teasers from a real person. Change the from-name to the founder or a face the customers know, and explain what's happening over the sale in their voice. It reads like a heads-up from a mate, not a blast.
- Dedicated SMS sign-up emails. Pure "join the VIP list" emails to the full list massively outperform content emails with SMS tacked on as a secondary call to action. We've seen dedicated teasers drive several times the sign-ups.
- Hit the non-openers. Resending to anyone who hasn't opened within 24 hours adds roughly 30% extra reach per campaign. It's one of the easiest ways to double your opportunity without burning out your engaged segment.
- Reskin what already worked. Don't write pre-launch education from scratch. If it performed during the year, reskin it for the sale.
- Bundles for early gift buyers. Big gift bundles lift order value because the timing lines up with early Christmas shopping.
- Customer-only emails. Refills and bundles that only make sense to people who already own the product get their own email, sent to customers only.
"It's not just another day. Plan it like it isn't."
Stephen Miles
Founder, Smiles Consulting
Founder, Smiles Consulting