BFCM Email Strategies Handmade Sellers Can’t Afford to Ignore

What We Can Learn from Successful Black Friday & Cyber Monday Campaigns

The holiday season is right around the corner, and for handmade sellers, Black Friday and Cyber Monday (BFCM) offer a massive opportunity to boost sales. However, sending out any old email just won't cut it during this high-stakes season—especially when you're competing for attention in your customers' already overflowing inboxes. To stand out and make the most of BFCM, you need a strategic, well-crafted email campaign.

According to a report by Omnisend, brands sent 33% more emails during BFCM in 2022 compared to the previous year, and that volume continues to climb. But it's not about quantity alone—it’s about crafting emails that not only reach your customers but also compel them to click and, most importantly, buy.

So how can handmade sellers leverage this golden season? Let’s break down some tried-and-true BFCM email strategies—plus some real-world examples that worked for me.

1. Start Early, Build Anticipation

Don’t wait until the week of BFCM to kick off your email strategy. Start early to build anticipation with your audience. Tease what’s coming with "save the date" emails, special sneak peeks, or even exclusive access for your VIP customers.

Pro Tip: Use a countdown timer in your emails as you get closer to the day. This creates a sense of urgency and keeps your customers excited for the big sale.

Real-World Example: Last year, I sent an early access email for VIPs, giving them a 24-hour head start on my sale. Not only did it increase engagement, but it also gave me a solid sales boost before BFCM even officially began.

2. Personalization: Speak Directly to Your Customers

Personalized emails perform 26% better in terms of open rates. Use your customer data to tailor emails based on their preferences, previous purchases, or browsing history. When customers feel like your message is meant just for them, they’re more likely to engage with your offer.

How to Apply It: Segment your email list by past purchase history or interest. For example, if a customer has previously purchased candles, send them an email featuring exclusive candle bundles for the holidays.

3. Craft Engaging Subject Lines

Subject lines can make or break your email campaign. Inboxes are flooded during BFCM, so your subject lines need to stand out. Focus on creating curiosity, urgency, and relevance to your audience.

Some effective subject line strategies include:

• Use urgency: "Last Chance for 50% Off – Ends Tonight"

• Get personal: "Hey [Name], Your Early Access Starts Now"

• Add a touch of fun: "Time to Get Cozy: Snag Your Winter Favorite!"

• 
  

Pro Tip: Keep your subject lines short and snappy. Emails with subject lines under 50 characters tend to perform better.

4. Highlight Your Best Sellers & Offer Bundles

Customers love a great deal, especially during BFCM. Showcase your top-selling products in your emails and offer bundles for a better value. Not only does this increase your Average Order Value (AOV), but it also allows customers to feel like they’re getting more for their money.

Real-World Example: One of my most successful BFCM emails featured a "build-your-own bundle" for candles. Customers could choose three scents for a discounted price, which significantly boosted sales because people love customization!

5. Use Eye-Catching Visuals

Emails filled with plain text are easy to overlook. Adding bold visuals—whether product images, festive graphics, or GIFs—helps capture attention. Holiday-themed visuals can go a long way in getting your audience in the holiday spirit.

Pro Tip: You don’t need to be a graphic design expert to create visually stunning emails. Use tools like Canva to design simple, yet effective visuals that match your branding.

6. Create a Sense of Urgency

There’s nothing like the fear of missing out (FOMO) to get customers to hit “buy now.” During BFCM, consider adding urgency tactics like:

• Flash sales

• Limited-time offers

• Countdown timers

Customers are more likely to act when they know time is running out or stock is limited.

Real-World Example: One year, I added a “limited stock” banner on my most popular holiday items in my emails. This small addition created a sense of urgency that led to faster sales and fewer abandoned carts.

7. Don’t Forget the Follow-Up

A well-planned follow-up can rescue lost sales and increase customer retention. Use follow-up emails to reach out to cart abandoners or those who didn't open your first email. Include a friendly reminder of your ongoing sale or add extra incentives like free shipping or an additional discount.

Real-World Example: I set up an abandoned cart email flow during last year’s BFCM, offering a small extra discount for customers who completed their purchase within 24 hours. This strategy helped me recover over 15% of potential lost sales.

8. Measure and Optimize

You won’t know if your BFCM email campaign was successful unless you track your results. Key metrics to monitor include open rates, click-through rates, and conversion rates. If an email doesn’t perform as expected, tweak the subject line, design, or offer for the next send.

Conclusion: Plan, Test, and Succeed This BFCM

BFCM is a make-or-break moment for many handmade sellers, but with the right email strategy, you can maximize sales and strengthen your relationship with your customers. Plan early, personalize, and optimize your emails for the best results.

Question: How are you planning to approach your email marketing for BFCM this year? Let me know in the comments!