Happy Friday, Aimerce community!

Every October, I see the same thing happen across hundreds of Shopify and Klaviyo accounts.

Brands start designing their Black Friday emails before they fix their foundation.

Then mid-November hits and deliverability tanks, pixels break, and checkout gets slow.

Let’s not do that this year.

Here’s the BFCM 2025 prep checklist we use at Aimerce.

🗓 6-10 Weeks Out (Foundation & Systems)

check email deliverability & clean list

☐ Validate sending domain (SPF, DKIM, DMARC) and run email deliverability tests

☐ Run 90-day click-rate audit

☐ Tighten sending to 30–60–90-day engaged if CTR <1%

☐ Run a 2-step re-engagement/suppress flow (“Still subscribed?” → “Removing you tomorrow”)

check tracking & attribution

☐ Check if pixel is under or over tracking. Go to Meta Events Manager. Look at Purchase events from the last 7 days (or 1). Then go to Shopify and check the actual order count. The numbers should be very close.

☐ Consistent attribution models across all campaigns.

☐ For most of the case scenarios, default attribution model (7-day click, 1-day view) is fine, but for a few cases, I would recommend removing view-based attributions.

☐ Leverage Aimerce to enhanced better customer data tracking in Meta and Google.

site / checkout sweep

☐ Check site speed on mobile in Google Page Insights

☐ Test guest checkout

☐ Test Shop Pay / PayPal / Apple Pay

☐ Test BNPL (Buy Now Pay Later)

☐ Optimize checkout flow

☐ Test mobile site and checkout performance

landing pages readiness

☐ Dedicated BFCM landing pages

☐ Add seasonal imagery to hero products

☐ Verify SKUs/buttons functionality

☐ Update PDP descriptions

☐ Build offer landing pages

☐ Add FAQs

☐ Add trust badges

☐ Add urgency elements

email campaign prep

☐ Pre-BFCM teasers (Oct 15–25)

☐ Early access campaigns (Nov 1–15)

☐ BFCM launch sequence (Nov 20–24)

☐ Cyber Monday follow-up (Nov 25–27)

☐ Post-BFCM retention (Nov 28–Dec 5)

☐ Plan 25+ email campaigns for November

☐ Plan 6+ SMS campaigns minimum

☐ Send teasers 1–2 days before each offer (email → push to SMS; SMS → “hold purchase, best deal tomorrow”)

☐ Black Friday: Send 3 emails (AM / midday / PM)

☐ Black Friday: Resend to non-openers

☐ Black Friday: Send 2 SMS (AM / PM)

☐ Cyber Monday: Mirror cadence with different offer

☐ Rotate content on non-peak days (bestsellers, collections, new arrivals, problem/solution, social proof)

creative asset & Ad angles

☐ Brief & concept development (hero, value, price reveal, UGC, static + video).

☐ Primary asset production (first batch live by early Oct)

☐ Secondary variations & testing (every 7 days)

☐ Final assets & last-minute pivots

☐ Create assets for 3 different offer structures

☐ Build creative flexibility for potential pivots

☐ Prepare rapid production pipeline for week-of changes

☐ Back-schedule testing to feed algorithm learning

🗓 2-3 Weeks Out (Creative, Segmentation, QA)

automate post-purchase email flows

☐ Order confirmation emails include order tracking links

☐ Shipping & delivery updates are automated via email/SMS

☐ Link shipping updates to branded tracking page

integration BFCM offers into abandoned/welcome flows

☐ Update Email/SMS/Direct Mail automations with correct copy & offers

☐ Verify cart timers reset correctly

☐ Verify urgency countdowns display accurately

full QA “Test Everything”

☐ Run test orders across devices

☐ Test discount codes

☐ Test all funnel paths end-to-end

customer support prep

Action: Build macros , scale staffing, define SLAs.

☐ Build macros (returns, shipping, code failure) for returns and shipping issues

☐ Scale staffing appropriately

☐ Define SLAs

☐ Add temporary team members or chatbots if needed

☐ Make support easy to find (email, phone, chat)

☐ Update FAQs (shipping, returns, product availability)To download the full checklist (including setup prep, offer testing, and pre-BFCM signal audits), head to aimerce.ai/bfcm2025

Lastly, this is the moment where months of smart planning turn into real results. Stay calm, stay sharp, and enjoy the ride! Let me know how we can support you along the journey.

✌️Here to help you win,

Yiqi

📅 Next in the BFCM Academy

Week 3

• 10/20: BFCM 2025 New Shifting (Post-iOS, AI, and Meta Andromeda) and How to Adapt

• 10/22: The Ultimate 2025 BFCM Klaviyo Campaign Planning Playbook (+ Email Templates)

• 10/24: The Ultimate 2025 BFCM Data-Driven Meta Creatives Playbook

Week 4

• 10/28: The Ultimate 2025 BFCM Must-Have Klaviyo Flows

• 10/30: The Ultimate 2025 Offer / Discount Testing Playbook

Week 5

• 11/04: The Ultimate 2025 BFCM Bulletproof Klaviyo Pop-Up

• 11/06: The Ultimate 2025 BFCM Pixel Tracking & Attribution Setup

Week 6

• 11/11: The Ultimate 2025 BFCM SMS Playbook

• 11/13: The Ultimate 2025 Early Launch Strategy

Week 7

• 11/18: The Ultimate 2025 BFCM Klaviyo Practical Hacks

• 11/20: The Ultimate 2025 Meta Ads Targeting & Product Promotion Strategy

Week 8

• 11/25: The Ultimate 2025 BFCM Last-Minute Klaviyo Segmentation

• 11/26: The Ultimate 2025 Expert Advice – Tactical BFCM Insights from Operators

Week 9

• 12/03: 2025 BFCM Hot Takes & Founder Social Highlights

📚 Other helpful resources from the Aimerce team: