Author: Chris Pearson, Partner & Email Marketing Specialist at 3BM

When Black Friday and Cyber Monday (BFCM) roll around, it’s like the whole shopping world goes bananas. 

Every store and brand is out there, hustling hard to grab buyers’ attention. 

And if you’re in the marketing game, you know the drill. 

Your inbox turns into a battlefield, with every brand firing off emails left, right, and center. 

Suddenly, your emails are just tiny fish in a massive sea of inbox overload.

It’s easy to feel like your messages are just dropping into a black hole, never to be seen again.

Let’s face it, when every other brand is also hitting send, your emails can easily get lost in the shuffle. 

It’s like shouting into a roaring storm; your voice just gets swept away. 

And let’s not forget, each unnoticed email is a missed chance to connect with potential loyal customers. 

It’s a tough pill to swallow.

You could wrestle with this problem the hard way:

  • Diving into data.
  • Tweaking email strategies.
  • Burning the midnight oil to keep your emails “top of mind.” 

It’s a lot of sweat, a lot of trial and error, and let’s be honest, a real headache.


You could use this simple strategy to help get your message in front of your customers on BFCM. 

Here’s how you can turn “website window shoppers” into ravenous buyers this BFCM…

The “Espresso Shot” Email 

I can’t take credit for the name of this email tactic, but… 

I will be testing and using it this BFCM for ALL of my clients.

Here’s how it works: 

It’s short, snappy, and hits your audience with just enough zing to keep them hooked. 

Unlike the dreary, design-first emails that everyone’s tired of, the Espresso Shot email is like a quick, friendly nudge – a reminder that you’re here, offering something relevant to your customer.

It’s about keeping the conversation going, even when the BFCM inbox storm is full tilt. 

Step 1. Send your BFCM emails. 

After each send, you segment your list like this: 

  • Received email X
  • Opened email X
  • Did not click through email X
  • (optional) Has not placed order where code = [CODE]

This will give you a group of very specific people. 

They saw but did not click through the email. 

You can do this every single day of BFCM, sending a second email 6 – 12 hours after the first one for that given day. 

Step 2. Analyze the response

A few things could be going on here: 

  1. The offer isn’t compelling. 
  2. The time isn’t right. 
  3. The audience needs more to get off the fence and buy. 

You can address all three with an “Espresso Shot” email… 

Here’s how: 

  1. Review the offer.
  2. Review the “reason why” the customer should buy now. 
  3. Review the benefits, outcomes, and what happens if action isn’t taken. 

Can you make the offer, the “reasons why,” or the benefits, outcomes or consequence of inaction more compelling with this second send?

If you can, update the email and resend it. 

Step 3. Resend the email as an “Espresso Shot” 

Here are some ways you can do that:

  1. Tweak the subject line.
  2. Update/test a new lead.
  3. Expand on OR focus on a different benefit, outcome, and inaction consequence.

In many situations, you can shift focus over a few degrees and unlock a whole tsunami of sales. 

For example, maybe you sell a supplement that helps people get to sleep faster, but… 

“Get to sleep faster” isn’t selling. 

You could try, “stay asleep longer without interruption for hop-outta-bed morning energy.”  

The Meat ‘n Potatoes of Selling with Email

This has probably been said a million times already…

It’s near cliche in the copywriting world, but… 

Getting someone “off the fence” to buy is like picking a lock to a safe. 

You twist, turn, knock, and pick at the tumblers until you find the proper combination of movements and pressure until it clicks open. 

This “Espresso Shot” email is the attempt to present your product, offer, and action in a different enough way that it unlocks the customer’s resistance to buying right now. 

If you’ve got a great product that helps people, then sharing it with as many people as possible and uncovering the “message combination” so they’ll give the product a try is your duty. 

It’s your responsibility to help people make a decision, offering your product as an option. 

Turn “website window shoppers” into ravenous buyers this BFCM with the “Espresso Shot” email…

What’s Next?

If you’re shaking at the knees about the upcoming BFCM OR are looking to get some eyes on your email marketing from a near-decade pro, then do yourself a favor and… 

Book a call with me

Before we do any kind of work together, we’ll have a quick talk on a zoom call AND I’ll give you a FREE Email Audit to see where you’ve got hidden revenue inside your list right now. 

From there, you let me know if it makes sense for us to work together.

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