Black Friday Cyber Monday (BFCM) is one of the most anticipated shopping events for eCommerce businesses. With the right email strategy in place, you can make the most out of this frenzy and generate deeper connections, higher engagement, and increased sales with your community. In this ultimate guide, we'll walk you through the steps to create a successful email strategy for BFCM.

Why Email Marketing is Crucial for BFCM Success

Email marketing continues to be one of the most effective channels for driving sales and building relationships with your audience. According to recent studies, email marketing generates an average ROI of $42 for every $1 spent. When it comes to BFCM, strategically planned email campaigns can significantly boost your revenue and customer engagement.

Step 1: Analyse Your Data

Before diving into the email strategy for BFCM, it's essential to analyse your data and gain insights into your past BFCM campaigns. Look for patterns, identify your top-performing campaigns, and determine what resonated most with your audience. This analysis will provide you with a solid foundation to build your strategy upon.

Step 2: Segment Your Audience

To create personalised and targeted email campaigns, segmentation is key. Divide your audience into segments based on their past purchase history, browsing behavior, demographics, and interests. This will allow you to craft highly relevant content that speaks directly to their needs and desires.

In addition to segmentation, consider creating specific buyer personas for different customer types. This will help you understand their preferences, pain points, and motivations.

Step 3: Craft Compelling Offers

BFCM is all about offering irresistible deals and promotions. However, it's crucial to craft offers that not only attract customers but also align with your brand and value proposition. This will ensure that you attract the right customers who will stay engaged with your brand beyond the BFCM period.

Consider offering exclusive discounts, bundles, free shipping, or limited-time offers to incentivise purchases. Use urgency and scarcity in your email copy to create a sense of excitement and encourage quick action.

Step 4: Map Out Your Campaign Calendar

A well-planned campaign calendar is essential to ensure smooth execution during the busy BFCM period. Start by determining the key dates, such as when your pre-BFCM teasers, BFCM offers, and post-BFCM follow-ups will be sent. Your calendar should also include a series of automated emails triggered by specific actions or milestones, such as abandoned cart reminders or post-purchase thank-you emails.

Creating a visual representation of your campaign calendar allows you to identify any gaps or overlaps and ensure each email serves a specific purpose in your overall strategy.

Step 5: Design Compelling Email Templates

The design of your BFCM email templates plays a crucial role in capturing attention and driving conversions. Create visually appealing, mobile-responsive templates that align with your brand's aesthetic and BFCM theme. Use eye-catching images, clear call-to-action buttons, and concise yet persuasive copy.

Consider sending a mix of email types, such as teaser emails, countdown emails, abandoned cart reminders, and personalised product recommendations. A variety of email formats helps maintain engagement and provides value at different stages of the customer journey.

Step 6: Test, Optimise, and Automate

Testing and optimising your BFCM email campaigns are essential to ensure maximum effectiveness. Conduct A/B tests on different elements, such as subject lines, email content, call-to-action buttons, and sender names. Regularly monitor key metrics, including open rates, click-through rates, and conversions, to identify areas for improvement.

Automate your email campaigns as much as possible using a robust email marketing platform. Automation allows you to deliver personalised, timely, and relevant emails based on customer behavior, further enhancing the overall customer experience.

Step 7: Monitor, Measure, and Adjust

Throughout the BFCM period, closely monitor the performance of your email campaigns. Keep a close eye on key metrics and compare them against your goals. Identify what worked well and what can be improved for future campaigns.

Make adjustments in real-time if needed. For example, if certain segments aren't responding as expected, create targeted follow-up emails to re-engage them. Stay agile and responsive to ensure you make the most out of the BFCM opportunity.

Pro tip: Don't forget to incorporate social media channels into your overall BFCM strategy. Cross-promote your email offers on social media platforms to increase visibility, reach, and engagement.


A well-prepared email strategy is vital for capitalising on the immense potential of Black Friday Cyber Monday. By analysing your data, segmenting your audience, crafting compelling offers, mapping out your campaign calendar, designing effective templates, testing and optimising, and monitoring your performance, you can create a powerful and revenue-generating email strategy for BFCM.

If you need assistance in preparing your email strategy or want to explore the power of automation, contact us at Flowstate for expert guidance and solutions.

Note: This blog post was brought to you by Flowstate, a leading email + marketing automation consultancy that helps eCommerce brands generate deeper connections and higher sales through email marketing.