Jimmy Kim explains how sending 6-8 targeted emails instead of 15-20 generic blasts during Black Friday can cut your sends in half while keeping revenue flat or higher. Inbox providers reward engagement, so tailored messages to specific segments protect your sender reputation and eliminate the post-holiday deliverability crash.
BFCM hangover, I would call it, is kind of a deliverability hangover too, and it's brutal. I've seen it year after year. Their contacts, they burned their reputation and stuff. This year is an alternative to all this.
I'd say it's sending fewer but smarter emails. Can be a little bit higher, like 6 to 8 kind of strong emails over BFCM week instead of like 16 that are just subpar mediocre ones. Each of the emails needs to have a job. Each one targets a specific segment and you want to be aggressive with these segments. Don't send the same email to your full list. You want to send different variations and different versions to your engaged list. Does mean that you're going to produce more email variations, but you're going to be sending overall messages per each individual kind of recipient and subscriber. Inbox providers are going to reward you for it because your engagement is going to continue to stay high, which means your deliverability is going to be clean. That January recovery is easier and you might not have to even recover at all. For example, like if you're sending 9, 10 emails in the sequence, then they're going to have really low, if any, kind of incremental ROI. They just damage your list. So cut the bottom half of the BFCM kind of sends because you're going to make the same revenue with a lot less damage.
