Jimmy KimCEO & Founder, Commerce Roundtable · Marketer of 17+ Years, 4x Founder. Former DTC/Retailer & SaaS Founder. Newsletter. Host of ASOM & Send it! Podcast. DTC Event: Commerce Roundtable

Cyber Monday Emails: Stop Recycling Black Friday

10 Aug 2026 · 1 min

Watch on YouTube

0:52

In this YouTube segment, Jimmy Kim interviews a marketing practitioner (Speaker B) about common pitfalls in Cyber Monday email campaigns and offers concrete tactics to avoid over‑investing in the same Black Friday assets. The conversation stresses three core recommendations: (1) develop distinct creative and offer angles for Cyber Monday—such as a limited‑time free‑shipping extension—so the message feels fresh and not a repeat of Friday’s promotion; (2) keep Cyber Monday segmentation extremely tight, avoiding a blanket blast to the entire list that was used on Black Friday; and (3) operationally pre‑build the full Cyber Monday email before the BFCM week begins, rather than scrambling on the weekend. These steps aim to give the Cyber Monday send the same strategic love as the Black Friday send, improving relevance and performance.

What's overinvesting in Cyber Monday look like in your mind?
You need to have stronger creative for Cyber Monday emails. You need to refresh, not recycle from Friday. They need to be different, right? So a different offer angle. Maybe Cyber Monday is the last chance for free shipping or extended for 24 hours. And you need to keep your Cyber Monday segmentation super tight. Don't blast your whole list with the same Cyber Monday email you blasted on Friday. Cyber Monday should be different and should feel different than Black Friday, not like the second wind of the exact same campaign.
Most brands or their teams are exhausted by Cyber Monday. So Cyber Monday emails get less love than Friday emails. Plan ahead and against this if you can. Have your Cyber Monday email fully built before your BFCM week starts and don't wait to write them on Sunday night. That's like tip number 1. And you should pre-build everything. Like Friday is busy enough. That's my operational add to it. Try that this year. That might actually feel really good if you think about it that way.