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Every November, my inbox starts to look like one really long email. Same all-caps subject lines. Same countdown timers. Same "our biggest sale ever" from brands that spend the other 11 months of the year sounding nothing alike.
BFCM does something strange to brands, and I watch it happen every single year. A brand spends all year building their voice. Their emails sound like them. Their subscribers know what to expect. And then a competitor launches an early Black Friday sale, and the panic sets in. Should we start now too? Should our discount be bigger? Should we be texting people every day?
That's marketing FOMO. And it's the number one reason brands lose their identity right at the moment when the most people are paying attention.
This matters even more in email and SMS than anywhere else. During BFCM, your subscribers' inbox is the most crowded it gets all year. If your emails look and sound exactly like everyone else's, you've given up the one real advantage you have. Your subscribers opted in because they like you specifically - not because they wanted another generic sale email.
And for the brand new subscribers and first-time buyers BFCM brings in? Whatever you send that week is their first real impression of who you are.
In this episode I walk through six things you can do to protect your brand through Black Friday and Cyber Monday - without opting out of the season entirely.
✨ In this episode, you'll learn:
What marketing FOMO is and why it's the number one reason brands lose their voice during BFCM
The gut check signs that your brand is disappearing into generic discount mode
Why you should write your BFCM plan in October - before a competitor's sale triggers panic
How to build an offer that actually says something about your brand beyond just the price
Why moderate discounts often perform as well as or better than massive ones
How to keep your brand voice intact even when you're writing urgent, deadline-driven emails
Why you shouldn't be sending more emails to everyone - and who should actually get more
How to use exclusion segments during BFCM to protect your list and your sender reputation
Why SMS is not a twin of your email calendar - and how to use it more intentionally
Why your flows are part of your brand too - and what to update before the season starts
Why extending a sale "by popular demand" costs you more than it earns
Your subscribers didn't sign up for a clone of every other ecommerce store sale. They signed up for you. Make sure it's still you they're hearing from all the way through Cyber Monday.
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