You've done the prep. Now let's put it all together.

Hi Friend,

This is it. The final step of your BFCM crash course.

You've grown your list. You've segmented it. You've built your pre-launch sequence. Now it's time to build the campaign itself.

The emails that actually go out during Black Friday week.

Here's what that looks like.

The announcement email. This is the one that lands on Black Friday morning.

Your subscribers are ready — you've been warming them up for weeks.

The job of this email is simple: tell them the sale is live, make it impossible to miss, and get them to click.

Keep it focused. One offer, one CTA, one reason to act now.

Estée Lauder used unicode characters in their subject line instead of emojis — it stood out in a crowded inbox full of 🛍️ and 🔥.

Small detail. Big difference.

The urgency email. BFCM is built on scarcity and time pressure — but the brands that do it well don't just say "limited time."

They show it.

Low stock warnings on specific products. A countdown to when the sale ends.

A "last chance" email on Cyber Monday morning for anyone who hasn't bought yet.

Urgency works when it's real.

If your best products are genuinely selling out, say so.

The daily deal. Not every brand needs this, but if your catalog is broad, consider releasing one deal per day across Black Week rather than everything at once.

Uniqlo highlighted one item or category in each email, then teased tomorrow's deal at the bottom.

It keeps subscribers opening every day instead of checking out once and disappearing.

That's your launch campaign. Three email types.

And here's the thing—in Drip, you can build all of them as templates before BFCM arrives, schedule them in advance, and let the platform handle the sending while you focus on running the sale itself.

14 days free, no credit card required.

Start your free trial

Before you hit send, gut-check your campaigns against real examples from brands who've succeeded before.

See the BFCM swipe file

This is your year.

Sofie Mølgaard 

Partner Marketing Manager