The Key to Crushing BFCM 2024 with Email Marketing

Hey, Michael here from AdSumo Digital.

We’re back with another edition of The DTC Letters.

And it’s time to talk about the Super Bowl of all Ecommerce Holidays: BFCM

As you prep for Q4, ads are going to get expensive. With everyone competing for spots, CPMs will be sky-high, and it’ll eat into your profits.

That’s where email marketing comes in. It’s cheaper, faster, and easier to reach your customers—people who already know, like, and trust your brand.

Let’s dive into how you can set your email strategy up for success this Q4. 🚀

1. Focus on Deliverability

The higher your deliverability, the better your chances of landing in the primary inbox (not promotions or spam).

Your sender reputation is your email’s “credit score,” and you want to boost it now, before Q4. Here’s how:

• Stop sending to your entire list now. Tighten it to the 30-90 day engaged segment.

• Build trust with inbox providers by maintaining high open rates (50%+ is ideal).

• Send consistently 2-3x per week to build a solid foundation for your Q4 campaigns.

2. Strengthen Your List with Non-Discount / Value Driven Content

Q4 isn’t just about bombarding customers with deals—it’s about building excitement.

Educate your list and deliver value-driven content now to keep your audience engaged.

Here are some value driven / non-discount ideas to warm your list up:

Doing this will make your customers hungry for your BFCM offers.

3. Smart Strategies for BFCM

Everyone’s racing to launch their sales earlier each year, but here’s how to stand out:

• Educate early: Let people know a killer deal is coming.

• Don’t run sales too early—save the real hype for the week before.

• Mix up your offers: Don’t rely on flat 20% discounts. Consider bundle deals or BOGO to keep things fresh.

And remember: Don't be afraid to send 2-3x a day during big days like Black Friday. Everyone’s inbox is flooded, and sending multiple times ensures you stay top of mind.

Final Tip: Update Your Flows and Keep Them Short

Q4 isn’t the time for slow, passive flows.

Speed them up! Make sure your abandonment and welcome flows are ready with urgency-driven content.

That’s the 80/20 of how you win Black Friday and Cyber Monday with email marketing.

If you need help prepping your email strategy for the busiest time of the year, hit reply—we’re here to help!

Today’s Helpful Links

• Here 5 important email marketing metrics to know for your brand

• Your wasting 95%+ of your brands site traffic without this

• You NEED customer feedback to continue growing

Reply to this email with any questions or content that you want covered in future newsletters.

Best,

Michael

PS - If you run an Ecom brand and want to have a 15 minute strategy session with me, book a call here »