---
name: black-friday-emails
description: "Creates Black Friday/Cyber Monday email sequences with early access, flash deals, last chance, and extended sale phases. Use for holiday sale campaigns."
allowed-tools: Read Write Glob
metadata:
  author: matthewhitcham
  version: "1.0"
---

# Black Friday Emails

## When to Use This Skill

Use this skill when you need to:
- Build a complete Black Friday or Cyber Monday email campaign
- Structure early access, main event, and extended sale email phases
- Write urgency-driven sale emails that stand out in a crowded inbox
- Plan email timing around the BFCM weekend

**DO NOT** use this skill for year-round promotional emails or generic sale announcements. This is specifically for Black Friday, Cyber Monday, and major holiday sale events.

---

## Core Principle

EVERY INBOX IS FLOODED DURING BFCM — YOUR EMAILS MUST CUT THROUGH WITH SPECIFICITY, REAL VALUE, AND A REASON TO BUY FROM YOU INSTEAD OF EVERYONE ELSE.

---

## Phase 1: Campaign Brief

### Required Inputs

| Input | What to Ask | Default |
|-------|------------|---------|
| **Products/offers on sale** | "What are you discounting and by how much?" | No default — must be provided |
| **Sale dates** | "When does your sale start and end?" | Black Friday through Cyber Monday (4 days) |
| **Best offer** | "What's the single best deal you're offering?" | Largest percentage discount |
| **Early access plan** | "Do VIPs or subscribers get early access?" | Yes, 24 hours early |
| **Extended sale** | "Will you extend the sale after Cyber Monday?" | No extension |
| **Past BFCM results** | "Any data from previous years?" | First BFCM campaign |

**GATE: Confirm the brief before building the sequence.**

---

## Phase 2: Campaign Map

### BFCM Email Phases

**Phase 1: Warm-Up (1-2 weeks before)**
- Tease that a sale is coming
- Build a VIP early access list
- Set expectations on timing

**Phase 2: Early Access (24-48 hrs before public sale)**
- Exclusive access for subscribers/VIPs
- Full deal reveal with limited-time bonus

**Phase 3: Black Friday (Day 1)**
- Main sale announcement
- Afternoon reminder for non-openers

**Phase 4: Weekend Bridge (Saturday-Sunday)**
- Different angle or product spotlight
- Social proof from early buyers

**Phase 5: Cyber Monday (Final day)**
- New deal or best deal saved for last
- Countdown urgency throughout the day

**Phase 6: Extended/Last Chance (optional)**
- 24-48 hour extension with clear final deadline

### Sequence Map

```
Email 1 (Day -10): Teaser — "Mark your calendar"
Email 2 (Day -3): VIP early access signup
Email 3 (Day -1): Early access — sale is LIVE for you
Email 4 (Black Friday AM): Main sale announcement
Email 5 (Black Friday PM): Resend to non-openers with new subject
Email 6 (Saturday): Product spotlight or bundle deal
Email 7 (Sunday): Social proof + reminder
Email 8 (Cyber Monday AM): Final day — best deals
Email 9 (Cyber Monday PM): Hours left — last chance
Email 10 (Tuesday): Sale ended OR extended 24 hours
```

**GATE: Approve the sequence map before writing email copy.**

---

## Phase 3: Write Email Copy

### BFCM Email Rules

- **Subject lines must pop** — use numbers, emojis strategically, and specific discount amounts
- **Keep emails short** — 100-200 words max during BFCM. People are scanning.
- **One CTA per email** — "Shop the sale" with a direct link
- **Lead with the deal** — no long intros. Discount and link above the fold.
- **Differentiate each email** — different angle, product, or urgency trigger per send

### Subject Line Examples by Phase

- Warm-up: "Our biggest sale of the year is almost here"
- Early access: "You're in early — 40% off starts NOW"
- Black Friday: "BLACK FRIDAY: 50% off everything (24 hours only)"
- Cyber Monday: "Final day. Best price. Don't wait."
- Last chance: "Sale ends in 3 hours — this is it"

---

## Phase 4: Polish

### 1. Send Schedule

Exact date, time, and timezone for every email.

### 2. Segmentation Strategy

- VIP/early access segment definition
- Non-opener resend rules
- Buyer exclusion after purchase
- Cart abandoner triggers

### 3. BFCM Checklist

- [ ] All emails written and scheduled
- [ ] Sale pricing live on website/product pages
- [ ] Coupon codes tested (if applicable)
- [ ] Early access segment tagged correctly
- [ ] Buyer exclusion automation active
- [ ] Mobile rendering tested for all emails
- [ ] Social media aligned with email messaging

---

## Anti-Patterns

- **Starting promotion on Black Friday** — by then every inbox is full. Start warming up 1-2 weeks early.
- **Sending 5 emails on Black Friday** — two emails max on any single day. More triggers spam complaints.
- **Vague discounts** — "Big savings inside!" means nothing. "40% off everything" is specific and compelling.
- **Identical emails with new subject lines** — resends to non-openers need new subject lines AND adjusted preview text at minimum.
- **No early access for subscribers** — your existing list should feel rewarded. Early access builds loyalty.

---

## Recovery

- **Only one product to sell:** Focus emails on different angles of the same product — features, social proof, objections, urgency.
- **No previous BFCM data:** Use industry benchmarks (2-3x normal email revenue, 20-25% open rates during BFCM).
- **Sale starts in 3 days (no warm-up time):** Skip warm-up phase. Start with early access email and compress to 5-6 emails total.
- **User uncomfortable with heavy promotion:** Reduce to 6 emails total, lead with value in each, and keep the tone helpful rather than pushy.
