Black Friday week 2025, one of our clients did $130,757 from email and SMS alone: 57% of everything the store made that week, from the same audience they already had. No new ads, no new list. Here is the exact structure, as a checklist you can run.
1. Update every core flow with the BFCM offer (start 2 weeks out)
Your flows keep running during BFCM, and during the biggest traffic week of the year they see more people than ever. A welcome flow offering 10% while your site banner screams 30% is actively costing you money. Every flow in the stack gets the Black Friday treatment: welcome, all three abandonment flows, even post-purchase.
2. Ship a dedicated BFCM popup
Traffic peaks, so opt-in value peaks. A BFCM-specific popup ("get early access to the sale") captures buyers who are not ready on the first visit, and every capture is a subscriber you sell to in December for free. Popup playbook here.
3. Send 2 to 3 campaigns per day across the weekend
This is the part that scares brands, and it is the part that pays. During BFCM your customers expect volume, inboxes are a warzone, and one send a day simply gets buried. The rules that keep it safe: engaged segments only, different angles per send (offer, bestsellers, ending soon), and honest deadlines you actually enforce.
4. Layer SMS on the highest-intent moments
One to two texts per day to key segments: sale live, last hours, cart reminders. SMS gets read within minutes, which makes it the deadline channel. Compliance still applies at full strength during BFCM; consent and quiet hours do not take the week off. How we run SMS.
5. Decide the discount architecture once, in October
Tiered? Sitewide? Early access for the list? The specific offer matters less than the discipline: one architecture, communicated consistently across popup, flows, campaigns, and SMS, with no mid-week improvisation. Improvised offers are how brands train customers to wait for a better one.
The benchmark to beat
During BFCM week, email and SMS should carry an even higher share than the usual 40% target, because the list is your warmest audience during the loudest week. 57% is what a fully-armed setup produced for our client. If last year's number was under 30%, the gap is your Q4 opportunity, and the setup takes weeks, not days. The free audit is the fastest way to find out where you stand before the clock runs out.
Want this done for you instead?
We run email and SMS end to end for ecommerce brands doing $50K+ per month, and every claim in this post has a Klaviyo screenshot behind it. Book a free audit, or start with a free popup and welcome email built for your brand.