Every November, inboxes turn into battlegrounds.
Everyone’s running a sale, shoppers are overwhelmed, and brands are left wondering why their “massive discount” didn’t perform.
The truth? It’s not your offer. It’s your system.
When your email marketing runs like an engine with the right flows, the right timing, and the right message, your BFCM campaigns don’t just survive the chaos. They thrive in it.
Let’s break down how to make that happen.
Why Most eComm Brands Burn Out During BFCM
If you’ve ever hit “send” on a last-minute Black Friday campaign at midnight, you’re not alone.
Most small eCommerce teams are juggling so many moving parts that email gets pushed to the bottom of the list or left to the very last minute.
That’s why the results often fall short.
Common BFCM Mistakes
- Sending just one or two emails (and hoping it’s enough)
- Over-discounting to compete with everyone else
- Not updating automations (so flows feel out of sync)
- Ignoring list health and deliverability
- Using generic messages that don’t speak to different customer types
The fix? A flow system that does the heavy lifting automatically.
What Email Flows Actually Are and Why They Matter
Flows are your behind-the-scenes sales reps.
They’re triggered by behaviour, not your calendar, and they run 24/7 without needing you to lift a finger.
Unlike one-off campaigns, flows are consistent. They build trust, nurture relationships, and make it easy for people to buy.
Here’s the magic: when you combine strong automations with well-timed BFCM campaigns, you create an always-on conversion system that sells even when you’re busy packing orders or chasing inventory.
The Four Flows Every Brand Needs Before BFCM
If your inbox strategy feels overwhelming, start here.
These four flows generate the bulk of email-driven revenue and when they’re optimised for BFCM, they become unstoppable.
The Welcome Flow
Your first impression matters.
BFCM subscribers are signing up with one goal in mind to see your deal.
Send your first email instantly and get straight to the point:
- Lead with your offer
- Highlight your bestsellers
- Use reviews and UGC to build trust
- Keep it easy to click and buy
Pro tip: Add a short “thanks for joining before the rush” note to humanise your tone, automation should still feel personal.
The Abandoned Checkout Flow
This one is your sales safety net.
During BFCM, people are browsing multiple sites at once so if your email lands too late, you’ve lost them.
Send three short, focused emails within 24 hours:
- Within 30 mins – gentle nudge, show the product image
- A few hours later – highlight urgency or limited stock
- Final call – clear subject line like “Sale ends in 3 hours”
Keep it visual, fast-loading, and easy to act on.
Brands that tighten their abandoned checkout timing during BFCM often see recovery rates double.
The Post-Purchase Flow
Most brands stop once the sale is made. Big mistake.
Your customer is in “buy mode”, they trust you and are likely still browsing.
Use your post-purchase flow to:
- Recommend complementary products
- Showcase what else is still on sale
- Say thank you (genuinely)
- Remind them why buying from you feels good
It’s also the perfect spot to ask for reviews or encourage social shares while excitement is high.
The Winback Flow
Your past buyers are your most valuable audience and yet they’re often forgotten.
Send them a tailored BFCM message before you even launch your main campaign.
Make them feel like insiders:
“You’re on our early-access list.”
“Here’s what’s trending this year.”
“We saved you a spot.”
Winback flows don’t just drive revenue; they reignite loyalty.
Timing and Psychology: The Real BFCM Advantage
Here’s what makes BFCM different: your audience is ready to buy.
They’re primed, scanning their inbox for good deals, and emotionally prepared to spend.
That means your job isn’t to convince them to buy, it’s to help them choose you.
The Psychology of BFCM Email Success
- Clarity – simple, scannable emails that get to the point
- Urgency – clear deadlines and time-bound offers
- Relevance – messages that match the reader’s stage or interest
If your emails do those three things, you’ll stand out even in a crowded inbox.
How to Prepare Now (and Avoid the Chaos Later)
Here’s what we see top-performing brands do before November:
Warm up their email list (2-4 sends per month leading up)
Refresh all core flows with BFCM-specific language
Segment by engagement and buyer type
Design their graphics and templates early
Plan at least six campaign emails (teaser → launch → reminders → final call)
Monitor deliverability and avoid sudden send volume jumps
It’s all outlined step-by-step in our free BFCM 2025 Prep Kit, which also includes:
✔️ A BFCM self-assessment scorecard
✔️ Offer templates and examples that convert
✔️ Segmentation planner
✔️ Campaign calendar
✔️ Common mistakes to avoid
Download it here: inflowmarketing.co/bfcm-prep-kit
When You Don’t Want to DIY: The BFCM Klaviyo Takeover
If you’re thinking, “This all sounds great, but I just don’t have the time,” we hear you.
Our BFCM Klaviyo Takeover is a done-for-you campaign package designed to help product-based brands show up consistently, clearly, and strategically throughout the biggest sale season of the year.
We’ll handle:
✔️ Campaign strategy and planning
✔️ Copywriting and design (aligned with your brand tone)
✔️ Scheduling and segmentation
✔️ Deliverability and performance tracking
So you can focus on fulfilment, customer service, and actually enjoying the results.
Want even stronger results? We can also optimise your abandoned checkout flow as an upgrade option so your automations and campaigns work together seamlessly.
Spots are limited, because we stay hands-on with each client.
Check it out here: inflowmarketing.co/bfcm-klaviyo-takeover
Final Thoughts: Less Hustle, More Flow
BFCM doesn’t have to feel like chaos.
When you plan early, automate smartly, and communicate clearly, your emails become your biggest sales driver not your biggest stressor.
Let this be the year your email engine hums along smoothly while you sip your coffee, watch orders roll in, and actually enjoy the weekend.
Ready to start?
Grab your free BFCM Prep Kit and let’s make this your calmest, most profitable BFCM yet.