Hey Aimerce Community 👋

In the last article, we talked about how starting your BFCM campaigns early will give you an edge. After analyzing campaign data from the 2024 holiday season, here are the 8 common mistakes and exactly how to fix them.

Lesson #1: Better Email Timing

The first thing you need to consider is the timing of your campaigns.

Don't send emails randomly during BFCM. Target these high-conversion windows: 👉 Early morning (6-8am) when customers check email over coffee.
👉 Late evening (7-10pm) when post-work shoppers browse with purchase intent. 👉 Thanksgiving night to capture eager early birds before the official Friday chaos.

Lesson #2: Higher Email Frequency Wins During Peak Days

Black Friday open rates: 13%, Cyber Monday: 15% and unsubscribe rates dropped 14% during Cyber Week despite volume increases.

Send aggressively during peak days.

Send ~4 emails per day during peak days at key times.

Lesson #3: Use Smart Bundles

Pair your best movers with slower SKUs to deplete inventory without cannibalizing.

Price bundles around 2–3× your typical AOV, but make the perceived value higher
(i.e. “$250 value, yours for $150”).

Brand the bundles with creative names(i.e. “Holiday Essential Kit”) rather than
“Bundle A + B.”

Lesson #4: Dedicated Landing Pages

Create a separate landing page (or microsite) for your BFCM deals.

That page should answer: “what’s on offer, why it matters, proof, delivery promise.”

Warm up the funnel with value content, lead magnets, teaser emails.

Lesson #5: Better Abandonment & Welcome Flows

Upgrade your abandoned and welcome flows. Brand with holiday creatives.

Use contextual nudges: reference reviews, urgency (“only 3 left”), or extra incentive for returning.

Layer SMS + email for abandon flows.

Lesson #6: Automating the Checkout Experience

Automatically apply coupon codes at checkout (so users don’t have to remember).

For “free gift with purchase” offers, auto-add the gift to the cart instead of making customers do it.

Lesson #7: Diverse Creatives for Meta Ads

With Meta Andromeda Update, creative diversity is mandatory now.

Instead of traditional 3:2:2 testing framework, cewer campaigns/ad sets + more creatives = better AI learning. E.g., 1 campaign × 1 ad set × 25 creatives > 5 ad sets × 5 creatives.

We will talk about this in details in our next academy update.

Lesson #8: Extended Campaign & Retargeting

Ending campaigns abruptly on Cyber Monday leaves money on the table. A significant chunk of shoppers purchase in the days immediately after.

Run a “Last Chance Tuesday” or Extended Sale to scoop up late buyers.

Retarget abandoned carts after the main push.

What to Do From Now Until BFCM

You’ve got roughly 8 weeks until Black Friday. Until then, capture and keep the attention of your audience. Run paid ads to keep them warm, send at least weekly emails, SMS, and ads to stay top of mind.

Another thing to focus on is to set up a dedicated landing page for BFCM in advance, as well as all the welcome/abandoned email creatives.

Keep posting 2-3x/day on socials. The idea is to create anticipation about the upcoming deals.

📅 Next in the BFCM Academy

Week 2

• 10/13: The 8 BFCM Lesson I Learnt in 2025

• 10/15: The Ultimate 2025 BFCM Email Account Overview

• 10/17: BFCM 2025 Checklist / Readiness Scorecard

Week 3

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

• 10/21: The Ultimate 2025 BFCM Klaviyo Campaign Planning Playbook (+ Email Templates)

• 10/23: 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

💡 Why Join

Each week, we break down exactly how top DTC operators rebuild their Klaviyo + Meta systems for cleaner data, stable ROAS, and long-term retention.

Learn more 👉 aimerce.ai/bfcm2025