Send on Thursday
Thursday is the quiet moment in the Black Friday email storm—and that's exactly why we're sending then. While every other brand fights for space in the promotions tab, we're betting on less competition and better visibility with a last chance offer for non-buyers.
Thursday marks the quiet moment in the Black Friday and Cyber Monday email storm. By this point, most companies have exhausted their campaigns—extending Cyber Monday deals through Tuesday and Wednesday to squeeze out every last conversion. The inbox chaos finally starts to settle, and shoppers get a brief respite from the relentless promotional noise.
This year, we're trying something different. We pulled our sale on Tuesday and stopped all email marketing after Monday. Then on Thursday, we're sending unique coupon codes exclusively to non-buyers—a genuine last chance offer with a tight 12-hour window. The messaging is straightforward: if you missed out on the main event, here's your final opportunity before the deals disappear for good.
My thinking is simple: while every other brand is fighting for space in the promotions tab, Thursday offers a brief reprieve before the inevitable weekend sale push kicks off on Friday. Less competition, better visibility, stronger results. By targeting only those who browsed but didn't buy, we're reaching people who already showed interest but needed an extra nudge. A personalised code and a sense of urgency might be exactly what tips them over the edge. We'll see if the gamble pays off.
