BFCM ‘25: Email strategies that cut through the noise

Black Friday and Cyber Monday (BFCM) are major moments of the Golden Quarter, and no business can afford to be unprepared. Last year, UK shoppers spent a record £1.2 billion online over this period - there is huge revenue opportunity but also risk if brands aren’t proactive.

Email is a powerful tool for building meaningful connections with customers and driving conversions. But here is the challenge: your audience and other potential customers are likely being bombarded by all sorts of discounts and festive messaging from every direction. You need to get them to take notice, trust your brand and click through to buy.

Winning that attention doesn't happen overnight. A successful strategy that cuts through the noise requires preparation long before BFCM begins. Done right, email marketing can be your secret weapon this Golden Quarter. Here is how:

Before

The countdown to BFCM is just as important as the weekend itself. This shopping period has evolved from being just a flash sale – in fact, 45% of eCommerce sales started almost two weeks prior to BFCM in 2024. The groundwork you lay now shapes your success in Q4.

Analyse last year's data

Data from BFCM last year will provide valuable insight into customer behaviour. What promotions and products drove the most conversions and engagement? Which channels drove the most ROI? Focus on key metrics like conversion rate and place order rate to fine-tune your approach.

Build buzz

You have to convince shoppers that your BFCM sale has the best bargains and value. Start by creating anticipation with teaser emails, sneak peaks and list sign-ups. You can also reward loyal customers with early sale access and exclusive benefits.

Whether you’re offering free delivery, money off or loyalty perks, send out warm-up emails with your incentives front and centre to generate buzz.

During

With BFCM underway, your campaign isn’t over. Smart, real-time email tactics can keep the sales rolling in.

Keep messaging urgent

Shoppers might not buy right away but it doesn’t mean they won’t. Sending countdown timers and low stock alerts are little nudges that can build urgency and get a sale across the line. Scarcity makes your service offering more desirable and drives fear of missing out on a bargain.

Try again

70% of online shopping carts are abandoned but a ‘see you soon’ email can recover over 3% of these potential sales. Automated recovery email can win back some of the shoppers that were thinking about buying.

Segment your subscribers

Not all shoppers are the same. Segmenting by behaviour (browsers, loyal buyers, lapsed customers) allows you to personalise messages and recommend products that truly resonate.

After

The flash sale might be over but don’t lose momentum. BFCM is just the start of the festive shopping season – you can keep customers engaged and drive further sales well into Cyber Week.

Reviews and user-generated content

Post-BFCM is a great time to ask for reviews from customers who made purchases. You can send follow-up emails asking for product feedback or reviews, which can help build credibility. UGC such as photos or social media posts keep your brand relevant and part of the conversation.

Saying thank you

A thank you goes a long way to nurturing customer relationships. Sending a gratitude email shows your appreciation and keeps your brand top-of-mind. But be careful not to over communicate. Customer inboxes are likely full of order-related messages so schedule your follow-up emails for 5-7 days after BFCM.

Keep optimisation in mind

On-site

Once email has brought shoppers to your website, you need to keep them there. Optimise the site with timers across the homepage and checkout so visitors can easily stay updated about your upcoming promotions. Exit popups or interactive elements like spin-to-win/gift finders grab attention.

Mobile-first design

With around 70% of total BFCM sessions happening on mobile, your emails and on-site experience must be tailored for smaller screens. Keep copy punchy, visuals clear and ensure seamless flow between emails and website messaging.

On the road to record-breaking BFCM with IDHL

When it comes to the Golden Quarter, there is no such thing as being too prepared. Our experts craft comprehensive strategies that help brands make an impact and convert at scale. Ready to make this BFCM your biggest yet? Get in touch today.

For more insights for Golden Quarter 2025, take a look at our guides on omnichannel shopping and how to use AI in your GQ strategy.