Black Friday is only a few short weeks away. As the old proverb goes, failing to plan is planning to fail. After all, the greatest sales don't happen overnight. Can you tell we're a little hung up on early planning? Fortunately, there are proven strategies you can put in place during the lead-up to make sure your Black Friday lands.

Past visitors may have opted out of email for all sorts of reasons, maybe they didn't want in on your community, or the welcome offer wasn't tasty enough. But during Black Friday, when the sale is bigger and better than ever, those customers (and new ones) may not resist:

A couple of pop-up offers that pull people in:

Dedicated doesn't mean a full overhaul. Clone your existing flows and modify them slightly with Black Friday language and imagery so they feel relevant to the moment:

This matters most for your abandonment sequences, where you want to remind customers these discounts are once-a-year. Slower decision-makers often jump on that urgency and check out quicker:

Here's the thing: come Black Friday, you're not the only brand your customers subscribe to. They might see hundreds of promo emails in a few days, enough to get disgruntled and unsubscribe. A polite email a few weeks out, asking if they'd like to opt in, respects their boundaries and doubles as a heads-up that you're taking part:

It respects their time and gets the excitement churning early, a win either way.

The brands that win Black Friday aren't sending harder on the day. They set the stage weeks before.