Maximizing Black Friday Cyber Monday email engagement strategies is crucial for brands aiming to stand out during retail’s busiest weekend. Based on insights from Omnisend CEO Rytis Lauris, backed by data from 24 billion sent messages, precise planning and execution—not gimmicks—are the keys to BFCM success.
Maximizing Black Friday Cyber Monday Email Engagement Strategies
Latest Developments
At Smart Marketer Live 2025 in Denver, Omnisend CEO Rytis Lauris delivered new findings on how brands can optimize email and SMS campaigns during Black Friday and Cyber Monday. Drawing on data from over 24 billion messages in 2024, Lauris encouraged marketers to hold their biggest offers for the Cyber Ten window.
Background and Context
Black Friday and Cyber Monday continue to dominate consumer spending, despite earlier seasonal promotions. Omnisend’s 2024 data shows customers still wait for deals on these designated days, affirming that launching peak discounts prematurely can cannibalize revenue instead of increasing it.
Reactions or Expert Opinions
“If you’re prepared, Black Friday doesn’t have to be stressful—it can be your most profitable and most exciting weekend of the year,” Lauris told attendees. Marketers echoed the importance of mobile-first design and unified messaging, with cross-channel consistency cited as essential for competitive performance.
Figures or Data Insights
- More than 60% of BFCM purchases were made via mobile devices.
- Top-performing emails kept subject lines under 40 characters with direct references to “Black Friday” or “Cyber Monday.”
- About 50% of successful BFCM emails had no discount, instead using bundles or VIP perks.
- Discounts between 10–25% balanced urgency with margin protection.
Smart Segmentation and Content Tactics
Lauris emphasized two critical segments—VIP shoppers and inactive users—as top targets. Segmenting for loyalty and risk lets brands tailor content and automate intelligently, especially with text and email working in tandem. Omnisend users now leverage AI-powered consumer behavior tracking tools using plain language prompts to streamline this process.
Automation and Message Optimization
Updating key automations—like welcome, cart, and browse abandon flows—is a must. Recommended changes include tighter timing, holiday-themed testimonials, and subject lines that drive urgency. For cart abandon flows, Lauris recommended four touchpoints, with SMS support added for multichannel reach.
Lessons from Campaign Performance
Email body copy should stay under 480 words, with clear calls to action and limited featured items. The most effective messages combined visual simplicity with urgency language like “ends at midnight.” Coordinating email and SMS ensures customers get reminders across devices and channels, enhancing overall engagement and adaptability—especially when paired with tools that interpret real-time customer behavior.
Outlook or Next Steps
Heading into BFCM 2025, the strategy is clear: prioritize timing, segmentation, and simplicity. Brands that execute fundamentals with discipline—mobile optimization, targeted content, and automation updates—will outperform those chasing trends or flooding inboxes prematurely.
As email and SMS engagement continue to guide holiday sales, understanding and applying high-converting tactics early can make the difference between noise and revenue-driving success.
