Your 2025 Black Friday Game Plan

Author

Victor Godsk
October 16, 2025

Hey, it’s Victor here from Obzia.

We’re about six weeks out from Black Friday. I’m stoked.

If you haven’t locked in your plan for how you’ll maximize BFCM revenue with email yet, now’s the time.

Here are 3 proven campaign strategies for you to follow that we run for our clients, depending on your resources and how hard you want to go.

1. The Safe Play

You launch your sale a couple of days before Black Friday, usually Wednesday.

Run it through Sunday, then close it off with a 1–2 day Cyber Monday sale.

It’s easy to manage, doesn’t require crazy prep, and still captures the biggest buying window of the year.

2. The Standard Approach

You start things off with an early access promo about 1–2 weeks before Black Friday.

It’s not your main offer, just a good enough deal to build some buzz and get early sales rolling in from engaged customers.

Then, during Black Week (Monday or Tuesday → Sunday), you drop your main Black Friday offer.

Finally, you close with 1–3 days of Cyber Monday to catch those last-minute buyers.

3. The Full Send

If you’re a brand that gets a ton of new traffic daily, you’re able to run great offers, and you’re ready to go all in this year… this is the move.

You kick off early access in the first week of November, and from there, it’s full throttle.

You can stack offers as you go: free gifts on top of sitewide savings, bundle deals, double discounts for subscribers, etc.

Then during Black Week, like always, you go big.

Once that wraps, you pivot into Cyber Monday for another 2–3 days to squeeze every last order out of it.

This strategy dominates the entire month. It’s more work, it’s aggressive, and it doesn’t fit every brand at all, but it also drives the biggest revenue.

More Black Friday Key Email Tips

  • Send daily campaigns when your Black Friday offer is live.

    • Don’t skip a single day. This is the time of the year you can do this while your list also expects (and even welcomes) it.

  • Send at least 3 emails on Black Friday itself.

    • You’ll get buried in the inbox if you don’t.

  • Keep 80–90% of your emails offer-focused.

    • Don’t overthink the copy. Don’t try to get overly fancy. People care about your offers.

  • Use lots of countdown timers for urgency throughout your sends.

  • Take advantage of plain text emails.

    • They crush, and they don’t require as many resources as designed emails do.

  • Keep. Your. Offer. Simple.

    • Last thing you want to do is add friction when claiming or understanding your offer.

My Favorite Email of the Day

The email: Click here to view »

Subject line: 25% OFF Everything Starts NOW

The brand: JSHealth

My thoughts: This is a great example of how simple some of your Black Friday emails can (and should) be. This email isn’t amazing or creative, but it pulls in a lot of sales because it communicates exactly what the customer cares about at this time of the year.

Best of luck hitting your record month. Let’s go.

Until next time,
Victor from Obzia

P.S. Want me to review your Black Friday email setup before launch? Click here »