- Intro
- 3 months out
- 2 months out
- 2 weeks out
- Day of send
- Post-send
Make your campaign message count
You’ve cleaned up your audience, primed inbox providers to recognize you as a good sender, and you’ve finally reached the day where you’re ready to send a message to your full list (i.e. all active profiles who are not suppressed for email in your account). This is going to be your biggest email message campaign of the year. Be sure this campaign includes relevant content and elements of personalization like recommended product feeds, show/hide blocks based on customer interests, and dynamic variables that make your message feel tailored to each recipient.
Best practices for your chosen sending strategy
You may choose to run a big site-wide sale that lasts from Black Friday through Cyber Monday. Or you may be taking the approach of launching multiple flash sales on specific products or items.
Depending on the structure and time limitations of your promotion, the timing of when your messages need to be delivered to recipients will vary. Follow the sending guidance below that best fits the specific conditions of your promotion.
Site-wide sale launch
Schedule your campaign to send to your full audience gradually over a 4 hour time period. This ensures that any low engagement or poor deliverability is spread out rather than spiking all at once, helping to protect your reputation with inbox service providers.
Flash sale or time-limitation
Split the campaign into 2 sends. Send all at once to your primary engaged audience on the first send to get your most likely conversions in the door.
Then, target your less engaged profiles gradually over a period of 4 hours during the second send.
Protect your sender reputation
Remove soft bounces from future BFCM campaigns
You’ll likely have many other campaigns planned for you Black Friday Cyber Monday promotions. Be sure to exclude any profiles who have soft bounced from your full list send. You can build this segment after your full list campaign send has finished sending.
View full list campaign performance on the Deliverability tab
Get a detailed breakdown of your campaign’s performance across different inbox providers, email domains, and countries. This report gives you visibility into the factors that will impact your sender reputation and will help you adjust your strategy for future BFCM sends.