Every BFCM, brands using Retainful send millions of emails, SMS, and WhatsApp messages. We studied the campaigns that drove the highest revenue. The same structural patterns kept showing up. This breakdown shows the anatomy of those winning emails.
Segmentation is King
- VIP customers: Early access 48 hours before public
- Cart abandoners: “You left this behind + BFCM discount”
- Past buyers: Product recommendations based on purchase history
- New subscribers: Welcome discount stacked with BFCM
- Window shoppers: “Still thinking? Here’s 40% off”
Perfect Timing Sequence
- Day -7: Teaser email (“Something big is coming…”)
- Day -2: VIP early access
- Day 0 (8am): Main BFCM launch
- Day 0 (6pm): “In case you missed it” reminder
- Day 0 (10pm): “6 hours left!” urgency email
- Day 1: “Last chance” final push
- Day 3: Cyber Monday (for those who missed BF)
Clean Your List First
- Remove subscribers inactive 90+ days before BFCM
- Better to send to 10K engaged than 50K dead emails
- Improves deliverability and inbox placement
- Send re-engagement campaign 2 weeks before: “Miss us?”
- Protects your sender reputation during high-volume period
Test Everything
- A/B test subject lines (test 2-3 variations)
- Test discount levels (30% vs 40% vs BOGO)
- Test CTA copy (“Shop Now” vs “Claim Deal”)
- Test send times (morning vs evening)
- What worked last year may flop this year – always test
Follow-Up Sequence
- Didn’t open? Resend same email with different subject line after 24hrs
- Opened but didn’t click? Send product-focused email
- Clicked but didn’t buy? Abandoned cart email with extra urgency
- Bought? Thank you email + upsell related products
- 70% of BFCM revenue comes from follow-ups, not first email
Recovery Emails Matter
- 30-40% of BFCM revenue comes POST-purchase
- Thank you email with product care tips
- “Complete the look” cross-sell email
- Cyber Monday “Round 2” for Black Friday buyers
- Post-BFCM: “Missed it? Here’s a small extension”
