Black Friday Email Marketing Plan for Pet Businesses
Weekly emails arrive September 11th
The Black Friday Email Prep Program for holiday marketing that doesn't bite.
Over half of shoppers say email is their preferred way to hear about Black Friday and Cyber Monday deals, and most businesses start prepping way too late to take advantage of proper email marketing.
This is a FREE 13-week system that gets your email (and SMS if you have it!) marketing ready, one manageable step at a time.
Stand out from other pet brands in their inboxes without missing a bite of Thanksgiving dinner.
Most Black Friday marketing advice shows up in November, when you already have the holiday zoomies.
By then, you’re pulling an offer out of thin air, patching together campaigns that were never quite right, scrambling to figure out automations and segmentation, and settling for a promotion that doesn’t fully align with your brand - it starts to feel like it’s almost not worth doing at all.
This system starts earlier and breaks it into pieces small enough to actually keep up with, so nothing gets rushed and nothing gets missed.
There are two ways to get ahead of your Black Friday promotion, starting September 11th:
I’ll give you everything you need to run an effective Black Friday and Cyber Monday email (and SMS) promotion, prepped one manageable piece at a time over the 13 weeks leading up to it. Here’s how to get started:
Free Tier
✅ One strategy-packed email every week, September 11 through December 4 (13 weeks) - each one covering a single focused piece (your offer, your calendar, your campaign, your segmentation, your subject lines, and more) so that you can build your entire Black Friday and Cyber Monday promotion step by step, without guessing what to tackle next or trying to figure it all out at once
✅ Access to the community Slack channel, so you can ask questions and swap notes with other business owners going through the same prep (ope, & to me too!)
Paid Tier
✅ Everything in FREE, plus:
✅ A custom Black Friday Cyber Monday strategy one-pager, built from a quick questionnaire when you sign up, so that you can start with a plan tailored to your business instead of a blank page
✅ Two 30-minute 1:1 calls with me, so that you can get real strategy feedback exactly when you need it - use them however fits your business best, whether that's both upfront to plan, or one upfront and one after Black Friday to review your metrics
Why this is an easy “YES”
60% of small businesses say the holiday season accounts for up to half of their annual sales, and by the time Black Friday actually arrives, 83% of shoppers have already started planning what they're going to buy - which means the businesses showing up early are the ones actually in the running.
Last-minute thrown together plans in November means competing for attention during the exact week everyone else is scrambling too. Showing up prepared means you're already in someone's inbox, already on their radar, before the noise even starts.
What each week covers:
A preview of how the 13 weeks break down (exact order may shift slightly as the season develops!):
Your offer strategy: discount vs. bundle vs. bonus vs. early access
Your BFCM calendar: teaser, early access, sale days, last chance
How many emails (and texts) to actually send (and when)
List health: making sure your audience is ready before you promote
Automation check: is your welcome flow and cart abandonment BFCM-ready?
Segmentation: not everyone should get the same offer at the same time
Subject lines that cut through the noise
Final tech and deliverability checklist
Mobile and send-time optimization
Live week tactics: real-time troubleshooting during Black Friday and Cyber Monday
Post-purchase and thank-you flows for new customers
Win-back strategy
What to do with your BFCM data going into next year
Built with pet businesses in mind…
(but applicable to others who want to join!)
Each week's content includes examples for both ecommerce and service-based businesses, so you can see exactly how the strategy applies to your business instead of translating a generic example yourself.
That said, if you're not in the pet space, you're still welcome here! Good Black Friday and Cyber Monday strategy doesn't change by industry - if you're ready to build a promotion that actually gets results, this works for you too.
Get instant access the moment you sign up for the program!
The moment you sign up, you'll get the Black Friday Prep Checklist right away, so you can start putting the basics in place before your first strategy email even arrives.
And regardless if you sign up before or after the September 11th date, you will still get access to the full resource library with every week organized and saved in one place. No digging through your inbox trying to find "that one email about segmentation" - it's just there, whenever you want it, for as long as you're in the system.
You’ve got Q’s, we’ve got A’s
Do I need to be a pet business to join?
Nope - this is built with pet businesses in mind, but the strategy works for any ecommerce or service business getting ready for Black Friday and Cyber Monday.
What if I already run Black Friday promotions every year?
This is still useful! Most of the value is in tightening what you're already doing, not starting from zero, catching gaps in automations, segmentation, and timing that are easy to miss when you're moving fast.
Can I upgrade from Free to the $197 tier later?
Yes, you can upgrade any time during the 13 weeks!
What if I sign up but I'm not ready to think about Black Friday yet?
That's exactly the point of this system.
You get one manageable piece at a time instead of everything at once, so there's no pressure to have it all figured out today.