Build your pre-BFCM campaign

Hi Friend,

You're growing your list. You know who's on it. Now let's talk about what to send.

Starting with the emails that go out before Black Friday even arrives.

This is where most brands leave money on the table.

They spend weeks prepping their sale, then send one announcement email on the day.

Meanwhile, the brands that consistently win BFCM have been warming up their list for weeks.

There are three pre-launch emails worth building now.

The teaser email. Bellroy sent a simple email with the subject line.

No discount revealed. No products shown.

Just enough to set an expectation and get subscribers looking forward to what's coming.

The goal isn't to sell yet. It's to make your subscribers feel like something worth waiting for is on its way.

The early access email. Kate Spade offered 30% off everything five full days before Black Friday.

Early access works because it makes your most loyal customers feel like insiders, not just recipients.

Send this to your VIP segment and last year's BFCM buyers first.

The save the date. Glossier sent an email with a single CTA: "Add to Cal."

When subscribers clicked, they got a calendar file with a link straight to the products page—already loaded and ready to go on Black Friday morning.

Over 400 million Black Friday emails land in inboxes on the same day.

A calendar invite gets you out of the inbox entirely and into something people actually check.

That was just three email examples. All sent before the sale starts. All designed to make sure that when Black Friday arrives, your subscribers aren't discovering you—they're already waiting.

With Drip, you can build this entire pre-launch sequence as a workflow.

Write it once, set the timing, and let it run.

Try it yourself.

Next up: building the actual BFCM campaign, and getting it ready to ship.

Sofie Mølgaard 

Partner Marketing Manager