Plan your Black Friday email marketing with a checklist covering automated flows, discount codes, segmentation, and send frequency. Pilothouse’s Jordan Gordon explains how to prepare your BFCM campaigns, expand your sending audience, and keep your main offer visible throughout the sale.
Jordan also shares his analysis of Black Friday buyer behavior. The most common purchase path he found involved opening one email before ordering. He explains how that finding shapes email design, offer repetition, and the timing of your sale.
Topics covered:
Updating welcome emails, abandoned cart flows, pop-ups, and sale banners
Testing discount codes before campaigns go live
Planning subject line tests
Expanding segments using purchase history, clicks, and site visits
Choosing how many emails to send on Black Friday
Narrowing your audience across multiple daily sends
Estimating revenue using revenue per email sent
Comparing SMS costs with paid retargeting
Chapters:
00:00 Introduction
01:23 Three priorities for Black Friday email preparation
02:50 Update automated flows and welcome offers
03:47 Countdown timers and sale pages
05:16 Test discount codes and adjust abandonment emails
06:40 Update pop-ups and review list suppressions
11:02 Build your subject line testing plan
13:55 Plan your Black Friday sending volume
15:52 Separate buyers and prospects
17:21 Expand segments using purchases, clicks, and visits
20:12 How many emails to send on Black Friday
21:40 Narrow your audience across multiple sends
25:05 Estimate Black Friday email revenue
26:01 Plan SMS segments and compare costs
26:54 Research: when to start your Black Friday sale
29:44 Research: how many emails buyers open
33:08 Build each email around your core offer
The World’s Best Email & Retention Podcast is part of the DTC Podcast Network and features insights from the Pilothouse email and customer retention team.
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