As BFCM ramps up, we wanted to ensure that we gave you complete access to the tools that we believe will help you to be successful during Black Friday, Cyber Monday.

Tip #1 - Start early

Start building momentum now. Shoppers are already in buying mode, and they generally stay that way during the whole month of November, so reach them before your competitors do.

Try a “12 days of giving” campaign, small product drops, or ramping up sales ahead of Black Friday.

Lots of merchants follow a path similar to the one below:

Tip #2 - Take advantage of Redo billing

Gone are the days of sending your highest volume during Black Friday, getting auto-upgraded to a higher subscription tier, and not realizing until the next year that you have been emptying your pockets for emails you aren't even using.

With Redo, what you send during this month WILL ONLY REFLECT in this month, and you can rest easy jumping back to your regular sending volumes come Q1. You shouldn't have to worry about how much you are sending during your best time of year, so we give you billing as it should be.

With Redo, you only spend for what you actually send.

Tip #3 - Grow your list carefully

Sending larger email segments during BFCM can significantly boost revenue, and many merchants even see value in including eligible but non-subscribed contacts. That said, it’s important to scale thoughtfully to protect deliverability. Keep new send lists to no more than 1.5x your usual size.

For example, if you typically send to 10k subscribers from a 50k list, increase gradually—start with 15k, then 22k, 33k, and eventually 50k. Take a moment to plan your ramp and monitor bounce, open, and click rates before expanding further.

Reaching larger groups, both “Subscribers” and “All Contactable via Email,” is especially valuable during major sales, but only when done gradually and responsibly.

Tip #4 - Schedule ahead

Get your campaigns planned and scheduled well ahead of time. The earlier you lock in your structure, timing, and core messaging, the more bandwidth you’ll have during the rush to focus on fast creative optimizations that actually move the needle.

Ideally, have every Thanksgiving-week campaign fully scheduled in Redo before the week even begins. That way, when the inevitable fires pop up, you can handle them without sacrificing campaign quality or scrambling to build sends at the last minute.

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