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Black Friday used to be a single day—the day after Thanksgiving, to be exact. But over the past decade, it’s morphed into a full-blown season, sometimes lasting weeks or even months. In fact, for many email marketers, the question isn’t whether to launch a Black Friday campaign but when to start.

I remember the first time I received a Black Friday email in early-October. It was a Tuesday night, and there it was, sandwiched between emails about Halloween costume ideas and a weekend recipe newsletter. It felt odd, even for someone like me, who spends all year thinking about email strategy. My first reaction? Isn’t it a little too soon? And, if I’m feeling that way, what are my subscribers thinking?

I know I’m not alone in thinking there has to be a better way:

Check out Jessica’s LinkedIn post here.

This trend of starting Black Friday promotions earlier and earlier is something many brands have embraced. The logic is straightforward: by sending early, you get a jump on the competition, capture the attention of early shoppers, and build anticipation. But here’s the flip side—if you start too soon, your emails might feel irrelevant or even out of place. And, let’s be honest, we all know how easy it is to unsubscribe if our inboxes feel overloaded.

So, as we dive into this topic, let’s explore the pros and cons of early Black Friday emails and look at strategies to help you find that “just right” timing.

The Appeal of Early Black Friday Emails

There’s a reason so many brands are embracing early Black Friday campaigns, and it’s not just because they love sending emails. Starting early can actually make a lot of sense from a marketing perspective, and here’s why:

• Capturing Early Shoppers: Believe it or not, there’s a whole group of consumers who want to get their holiday shopping out of the way as soon as possible. These are the folks who have their gift lists ready in October, avoiding the crowds, the rush, and the stress of last-minute shopping. By launching Black Friday deals early, you’re catering to these proactive shoppers and can potentially secure sales before the true holiday frenzy begins.
• Standing Out in a Noisy Inbox: By mid-November, inboxes are packed with holiday promotions from every possible brand. Being one of the first to land in the inbox means you’re more likely to get noticed before the competition really ramps up. Imagine this: instead of competing with 20 other Black Friday emails on the big day, your email stands out weeks earlier, giving your brand a moment in the spotlight.

• Building Anticipation: There’s something to be said for a gradual buildup. Starting early doesn’t mean you need to go straight into heavy discounting. Many brands use teaser emails in October to create a “coming soon” effect. It’s kind of like a movie trailer for Black Friday, giving subscribers a taste of what’s to come without going all-in too soon. This can work wonders for building excitement and keeping your brand top-of-mind as the holiday season approaches.

In fact, I’ve seen brands successfully use a series of warm-up emails to lead into the big day. One client of mine once experimented with an “Early Access” campaign, where they teased special deals exclusively for their VIP list. Subscribers loved it, and by the time the real Black Friday sale launched, we saw higher-than-average engagement rates because customers were primed and ready.

But while early Black Friday emails have their perks, they’re not without drawbacks. Let’s talk about the potential downsides.

The Downsides of Jumping the Gun

While there are definite perks to being an early bird, starting Black Friday promotions too soon can also backfire. Here’s where things can get tricky:

• Lack of Relevance: Imagine receiving a Black Friday email in mid-October, nestled between pumpkin spice latte recipes and Halloween costume guides. For many subscribers, holiday shopping simply isn’t on their radar that early. If your email arrives too soon, it risks feeling out of place or even intrusive. People may wonder why they’re being asked to think about Black Friday when they’re still deciding on Halloween plans.
  
  I once received a “Black Friday Preview” email in early October from a brand I love, and my reaction wasn’t excitement—it was confusion. I wasn’t in a shopping mindset yet, and instead of drawing me in, it made me wonder if the brand was out of touch with where its customers were at that moment. Timing is everything, and being off-season can sometimes do more harm than good.
• Email Fatigue: Another big risk of starting Black Friday messaging too early is the dreaded subscriber burnout. Sending Black Friday deals week after week can lead to “holiday fatigue,” where subscribers start tuning out, or worse, unsubscribing. Let’s face it, the average inbox is crowded enough as it is, especially during the holidays. If your brand is constantly promoting a sale that seems never-ending, your audience might lose interest—or worse, become annoyed.
  
  I’ve seen this happen firsthand with a client who decided to roll out Black Friday deals three weeks in advance, sending frequent reminders each week. By the time the real Black Friday arrived, engagement was down significantly because subscribers had already seen so many emails about the same sale. Lesson learned: sometimes, less is more.
• Loss of Urgency: One of the reasons Black Friday is so successful is the sense of urgency it creates. There’s a limited window to grab the best deals, and that time pressure motivates people to act. But when Black Friday deals start in early November (or even late October), that urgency starts to fade. If subscribers feel like they have “plenty of time” to shop, they’re less likely to act right away—and the magic of Black Friday starts to lose its impact.

Searching my inbox for “Black Friday” reveals how many brands are jumping the gun.

In short, while early Black Friday emails can help you stand out, they also come with real risks. The trick is finding a balance between capturing attention early and maintaining the sense of urgency that makes Black Friday so powerful. In the next section, we’ll discuss how to approach timing strategically to get the best of both worlds.

Understanding the Subscriber Perspective

At the end of the day, timing your Black Friday emails isn’t just about what works for your brand—it’s also about what works for your subscribers. Taking the time to consider their mindset and expectations can help you create a more effective, subscriber-friendly strategy.

• Timing and Relevance: Your subscribers are people with varying levels of interest in holiday deals, and their shopping timelines can vary. Some of them are the ultra-organized, early shoppers who are done with holiday shopping by Thanksgiving. Others wait until the last minute or need a little more holiday spirit to get into shopping mode. Early Black Friday emails might resonate with the former group, but for the latter, it could feel like you’re pushing holiday sales on them too soon.
  
  Think about where your subscribers are mentally. If it’s early October and they’re focused on fall activities or Halloween, a Black Friday message might feel jarring or out of place. Acknowledging this gap is essential to avoiding an “off-season” feeling in your emails. That’s why some brands experiment with “fall savings” or “pre-holiday warm-up” messages that gently lead into the holiday season without going full Black Friday mode too soon.
• Setting Expectations: If you’re going to start Black Friday promotions early, one way to soften the impact is to frame these emails strategically. For instance, exclusive early access for VIPs or loyal customers can feel like a privilege rather than a pushy sales pitch. By positioning early Black Friday deals as a reward, you’re more likely to get a positive response from subscribers rather than an eye-roll.
  
  For example, I’ve seen brands send early Black Friday offers only to their top-tier subscribers, like VIP members or customers who spent above a certain threshold during the year. By framing it as a “sneak peek” or “early access event,” the timing felt more intentional and less arbitrary. It’s not just about sending an email early; it’s about giving it a purpose that feels valuable to the recipient.

Taking the subscriber’s perspective into account means thinking about their needs, habits, and expectations. Rather than flooding everyone with early Black Friday emails, consider tailoring your timing to different segments. In the next section, we’ll look at specific strategies for striking that perfect timing balance and delivering your Black Friday messaging in a way that feels timely, relevant, and engaging.

Strategies for Black Friday Timing

Finding the sweet spot for Black Friday timing can be tricky, but there are several strategies you can use to capture early shoppers without overwhelming your entire audience. Here’s how to approach it in a way that feels balanced and intentional.

• Segment Early Access Offers: Instead of sending early Black Friday emails to your entire list, consider targeting only specific segments. Loyal customers, past Black Friday buyers, or VIP subscribers are excellent candidates for an “exclusive early access” campaign. By narrowing down your audience, you’re able to reward your best customers without risking email fatigue across your entire list.
  
  Segmenting also allows you to test the waters. For instance, you might send an early Black Friday offer to a small, loyal segment in late October. Based on their engagement, you can gauge whether it’s worth expanding the campaign or holding back until closer to the main event. This way, you can capture early sales without alienating subscribers who aren’t ready for holiday promotions yet.
• Warm-Up Emails: Instead of diving straight into Black Friday discounts, start with warm-up emails that build anticipation without fully launching the sale. These can be teaser emails like “Black Friday is Coming…” or “Mark Your Calendar!” that hint at upcoming deals without bombarding subscribers too soon. By the time the real sale launches, subscribers are primed and eager, but not fatigued.
  
  I’ve seen this tactic work wonders for brands that have a loyal following. A client of mine once used a “Get Ready for Black Friday” email series that kicked off two weeks before Thanksgiving. Each email gave a hint about what was coming—free shipping, a mystery deal, and finally, the launch date. When the actual Black Friday email went out, it saw significantly higher engagement because subscribers felt like they had been on a journey leading up to it.
• Tracking Engagement Trends: Data is your best friend when it comes to timing. If you’re unsure about how early is too early, start with a more conservative approach and monitor your engagement closely. If open rates or click-through rates drop off sharply after a series of early Black Friday emails, it might be a sign that your subscribers are feeling fatigued. Alternatively, if early emails perform well and engagement remains steady, you might have the green light to keep your campaign running longer.
  
  One brand I worked with used this method to determine that their audience responded best to a two-week Black Friday window, rather than a full month. By reviewing metrics year over year, they adjusted their timing to match when engagement peaked. This iterative approach gave them clarity on what timing worked best for their unique audience.

By tailoring your Black Friday timing and being mindful of subscriber engagement, you can ensure your emails stay relevant and effective. In the final section, we’ll talk about how to continue refining your Black Friday strategy through testing and data analysis, helping you improve each season.

How to Test and Refine Your Black Friday Send Strategy

Even the best-laid plans need refining, and one of the most powerful ways to improve your Black Friday strategy is through testing and analysis. Finding the right timing is part art, part science, and by running tests each year, you’ll gather valuable insights to help shape future campaigns. Here’s how to make your Black Friday send strategy even better:

• A/B Testing Send Times: Start by experimenting with different send times to see when your audience is most engaged. For example, you might try sending one group of subscribers a Black Friday email three weeks before Thanksgiving, while another group receives the first email only one week prior. Compare the engagement metrics between these groups—open rates, click-through rates, and conversion rates—to see which timing resonates better.
  
  This kind of testing can reveal surprising trends. One client discovered that their audience preferred Black Friday emails in the final days leading up to Thanksgiving, so they shifted their main campaign to a shorter timeframe, which resulted in a stronger response. The key is to test broadly and allow the data to guide your timing decisions.
• Surveying Subscribers: Don’t underestimate the power of asking subscribers directly. After Black Friday, consider sending out a quick survey to gather feedback on your holiday messaging. Questions like “When do you want to hear about Black Friday deals?” or “How did you feel about the timing of our sale emails?” can provide direct insights that data alone might miss.
  
  I worked with a brand that used a post-Black Friday survey to ask subscribers when they preferred to start receiving holiday emails. The feedback was invaluable; they learned that their audience wanted a heads-up a week in advance but didn’t want to see constant reminders leading up to the big day. This insight helped shape a more balanced campaign for the following year.
• Iterative Planning for Future Campaigns: Black Friday campaigns are an annual tradition, so use each year’s performance as a stepping stone to improve. Analyze which emails had the highest engagement, when unsubscribes spiked, and which segments responded best to early vs. late campaigns. By using this data to refine your strategy, you’re continuously optimizing for better results year after year.
  
  One brand I partnered with reviewed their holiday email metrics from the past three years to identify consistent engagement patterns. They found that while early access emails did well, the main Black Friday sale emails saw the most conversions when they launched just a few days before Thanksgiving. Armed with this knowledge, they fine-tuned their future campaigns, maximizing impact and minimizing inbox fatigue.

Conclusion

Timing Black Friday emails can be a balancing act, but by carefully considering subscriber preferences, testing different approaches, and refining based on results, you can find the sweet spot that works for your brand. Early Black Friday emails can be effective, but only if they’re relevant, engaging, and aligned with what your audience needs.

So, as you plan your Black Friday campaigns this season, remember to approach timing with flexibility and keep a close eye on what your data—and your subscribers—are telling you. By adapting and evolving your strategy, you’ll be able to make the most of the holiday season while keeping your subscribers happy and engaged. Happy sending!

Much love,
Andy

Email: [email protected]
Twitter: @emaillove