Black Friday is the ultimate opportunity to drive sales, but let’s be real—it can feel a bit overwhelming. When should you start? What if your emails aren’t performing? What’s the deal with SMS? We get these questions (and more) every year, so let’s break them down into simple, actionable answers to help you smash it this Black Friday.
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When should we start running Black Friday ads?

Ideally, your ads should go live in early November, if not sooner. Why? People are already researching deals long before Black Friday hits. A solid ad strategy in the weeks leading up to the event helps you:

Build awareness of your sale.
Warm up audiences who will convert later.
Test creative to see what resonates.

During Black Friday week itself, ramp up your spending on high-performing ads and retarget users who’ve engaged with your brand.

How do we combine ads and email for better results?

When ads and emails work together, the results can be insane. Here’s how to sync them:

Retarget Email Subscribers with Ads: Use email lists to create custom audiences for your ads. Remind them about your sale across multiple platforms.
Mirror Messaging: Keep your email and ad visuals and copy consistent. Familiarity builds trust.
Abandoned Cart Recovery: Retarget shoppers who’ve abandoned their carts with both ads and follow-up emails. A two-pronged approach keeps your brand top of mind.

What types of ads work best during Black Friday?

Here’s a breakdown of what performs well:

Video Ads: Short, snappy videos showing your products in action or highlighting your biggest discounts work wonders.
Carousel Ads: Perfect for showcasing multiple products or deals. Make the first image unmissable to grab attention.
Dynamic Product Ads: These ads show products shoppers have already viewed on your site—ideal for retargeting.

Pro tip: Use urgency-driven language like “Ends Tonight” or “Only a Few Left” to push conversions.

How often should we email during Black Friday week?

Don’t be afraid to increase your email frequency—but do it strategically. During Black Friday week, daily emails are normal, but make each one count:

Early in the week: Announce your sale with a bold headline.
Mid-week: Showcase top deals and bestsellers.
Black Friday: Hit them hard with urgency—think “last chance” reminders or stock warnings.
Post-Black Friday: Don’t forget Cyber Monday! A “missed Black Friday?” email works well here.

What’s the best way to use SMS?

SMS is all about urgency. Keep your messages short and focused, like:

“It’s here! Shop our Black Friday sale now!”
“Only 3 hours left—don’t miss these deals.”

Time your SMS alongside your emails and ads for a coordinated push that gets results.

What’s the key to standing out in ads and emails?

It’s not just about flashy discounts—it’s about relevance. Here’s how to stand out:

Personalisation: Use names, past purchases, or browsing history in your ads and emails.
Creative That Pops: Your visuals need to grab attention. Think bold colours, clean layouts, and eye-catching CTAs.
Timely Messaging: Highlight urgency with countdowns, stock warnings, or phrases like “don’t wait.”

What happens if sales are slow at first?

It’s normal for some shoppers to hold off until Black Friday or even Cyber Monday to make their purchase. But if things are looking slow, here’s what to do:

Boost Retargeting Ads: Focus on users who’ve visited your site or engaged with your emails.
Adjust Messaging: Test new angles—maybe your audience responds better to specific products or bundles.
Double Down on Urgency: Use language that pushes immediate action, like “ends tonight” or “limited stock available.”

What about after Black Friday?

The work doesn’t stop when Black Friday ends. Cyber Monday and the days after are just as important for capturing shoppers who missed out. Focus on:

Follow-Up Campaigns: Ads and emails highlighting “extended sales” or “last chance” offers.
Customer Retention: Thank-you emails, product recommendations, and loyalty incentives to keep buyers engaged.
Post-Purchase Ads: Retarget buyers with complementary products or holiday gift ideas.
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Final Thoughts

Black Friday can feel like an all-out sprint, but with the right strategy, it’s an opportunity to connect with your audience, boost sales, and set your brand up for long-term growth. The key is balancing creativity and data—crafting standout messaging while targeting the right people at the right time across ads, emails, and SMS.

Remember, it’s not just about Black Friday itself. It’s about the entire journey—from building excitement beforehand to re-engaging customers afterward. Stay flexible, test your approach, and focus on delivering value every step of the way.

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Got questions or want support with your Black Friday campaigns? Let’s chat.

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