BFCM is a once per year sprint. The brands that win send more, segment smarter, and create irresistible urgency. Here is your playbook for the highest converting email week of the year.
1. Send the highest volume you will send all year
This is not the week to whisper. Plan for a minimum of three sends per day from Wednesday through Monday. Each send should have a unique angle. Visibility is everything during BFCM week.
2. Use micro segments to boost conversions
Break your audience into smaller groups. High intent. VIPs. Recent clickers. Lapsed buyers. Category shoppers. New subscribers. People who visited in the last seven days. Micro targeting always beats a single giant blast.
3. Run early access for your top customers
Start with your VIPs and high LTV customers. Give them a head start on the sale. Offer an exclusive SKU, bundle, or extra perk. Early access emails produce outsized revenue because exclusivity and urgency stack together.
4. Apply aggressive resend logic
If they did not open, resend with a new subject line.
If they opened but did not click, resend with a stronger angle.
If they clicked but did not buy, resend with product specific messaging tied to what they viewed.
This is free money.
5. Lead with best sellers in every email
Your best selling SKUs need top placement. Do not push slow movers during BFCM. Hero products and proven bundles deliver fast conversions, stronger cash flow, and higher overall AOV.
6. Turn your sign up forms into list growth machines
Shorten the form. Strengthen the offer. Increase the trigger frequency. BFCM is the best week of the year to grow your list. A strong popup strategy this week can fuel your entire retention engine for months.
7. Drop a Sunday night surprise offer
Sunday is overlooked. Most brands slow down. This makes Sunday night perfect for a lightning offer. Try a bigger bundle, a limited supply item, or a free gift that expires at midnight.
8. Tighten your abandonment flows
Your abandoned browse, abandoned cart, and checkout flows should fire fast. Add social proof, benefits, urgency, and clear CTAs. These flows can capture a massive share of your BFCM revenue.
9. Protect your deliverability
Start the week warm. Send to your most engaged segments first. Avoid cold audiences until later in the cycle. Poor inbox placement early on can ruin your entire BFCM performance.
10. Add a free gift email
People love free. A simple free gift message with strong perceived value drives huge engagement. This is one of the fastest ways to capture first time buyers who are sitting on the fence.
Bonus Move: Push Your Free Shipping Threshold
Highlight your free shipping threshold in your emails. Place it in the header, footer, and product grid.
Key rule to follow:
Set the threshold at least 20 percent above your average order value from the past ninety days.
This naturally lifts AOV and encourages larger carts during the most profitable week of the year.
Go get it.
-Parker Burr
