Top 7 Emails I’d Send for a Successful BFCM

It’s September, which means the chunky knits are back, the evenings are getting cosy, and (if you’ve been scrolling TikTok like me) the first early Black Friday sale of the year is already popping up. Yup—brands are already discounting products.

So, if you haven’t sat down with your email strategy yet, this one’s for you. I’m breaking down seven emails I’d send for Black Friday and Cyber Monday—the ones that actually get people opening, clicking, and buying, without overwhelming your list.

Early access (reward your loyal people)

This is your VIP’s moment. Your subscribers get first dibs on the sale before anyone else. It rewards loyalty, gives you highly engaged buyers, and lets you segment out people who aren’t interested (so you don’t annoy them with extra emails).

Early access emails also build a sense of exclusivity—your list feels like they’re getting special treatment compared to the general public. That little “insider” feeling goes a long way in driving conversions. Plus, it can smooth out your sales curve: instead of a huge surge on launch day, you get a wave of orders from your most loyal audience first. Think of it as a soft launch that warms up your campaign and gives you early proof of what’s working.

Build anticipation (sale starts tomorrow!)

A friendly pre-sale nudge. This email tells your audience to get their carts ready or make a wish list. It also keeps your brand top of mind amid the flood of other Black Friday emails.

It’s all about warming people up before the rush. When subscribers have already browsed your site, picked out favourites, or even pre-filled their cart, they’re more likely to check out quickly once the sale goes live. And because inboxes are absolutely stuffed during BFCM week, this reminder helps you cut through the noise—your name is already fresh in their mind when they see your launch email the next day. Think of it like getting a head start in a very crowded race.

Launch day (Black Friday is here!)

The big moment! Your launch email should be crystal clear: the sale is live and here’s how to grab it. People want the discount first—pictures and extras come second.

This is the email most subscribers are waiting for, so clarity beats cleverness. Shoppers are skimming fast, so put the offer and CTA right at the top. By keeping the focus on the deal itself, you remove any friction that could stop someone from clicking through. Lifestyle images or product recommendations are nice to have—but they should sit below the fold as supporting content, not distractions. Think of this email as the green light: short, punchy, and impossible to miss.

Mid-sale update (scarcity & FOMO)

A mid-sale email lets you show what’s selling fast and what’s still available. It taps into FOMO, social proof, and encourages people to act before products run out.

This one works because people hate missing out—especially when they see that others are already snapping things up. By spotlighting what’s gone (or nearly gone), you create urgency without having to push too hard. It also gives you a chance to remind subscribers about the sale in a way that feels useful: “here’s what’s left” instead of just “buy now.” That small shift in framing makes it easier for people to justify a quick decision.

Final hours (countdown email)

As the sale wraps up, this email creates last-minute urgency. It reminds people the clock is ticking without bombarding those who already purchased.

This one plays on the psychology of deadlines—people are much more likely to act when they feel time is running out. A simple countdown timer or “final hours” headline makes it crystal clear they don’t have long left. It also helps sweep up those who’ve been on the fence all weekend: the ones who added something to their cart but didn’t check out. A final nudge with a hard stop can be the difference between an abandoned cart and a completed order.

Cyber Monday (latecomer love)

Not everyone will jump in straight away! A Cyber Monday email gives latecomers a chance while keeping your messaging fresh and exciting.

Cyber Monday is your second bite of the cherry. For anyone who ignored (or missed) your Black Friday emails, this one reopens the door without feeling repetitive. It’s also a great chance to switch up your offer slightly—whether that’s a special bundle, free shipping, or a smaller curated edit—so it feels like a new opportunity rather than just “same sale, different day.” It works because it speaks directly to the procrastinators and the “I’ll just wait and see” crowd who finally want to commit.

Thank you (show some heart)

Finally, a personal thank-you email. It’s a simple, often overlooked way to connect with your subscribers, show appreciation, and keep your brand top-of-mind.

This works because it reminds customers that they’re more than just a transaction. After a sales-heavy weekend, a heartfelt thank you email feels refreshing—it balances out all the urgency and “last chance” messages. It also leaves a positive impression that can carry into the holiday season and beyond. Even if people didn’t buy this time, they’ll remember that you took the time to appreciate their attention. That little human touch can do wonders for long-term loyalty.

Even if these are the only seven emails you send, they’ll make a real difference. You can layer in extra reminders, gift guides, product recommendations, and countdown timers if you want—but these seven hit all the key moments.

Want your own (private!) email review? I can SHOW you what works, what doesn’t, and how you can make sure YOUR emails convert. I teardown your emails, so that you can build them up bigger and better - CLICK HERE!