Estimated reading time: 5 minutes

As a course creator, you probably know how crucial Black Friday can be for your business. But with so many brands fighting for your audience’s attention during a short time, standing out in a crowded inbox can feel like an uphill battle.

It’s exactly what thousands of course creators deal with every single year. Some have a killer offer, but they still struggle to get their emails opened and make BFCM the awesome cash-machine it could be.

Overcrowded Inboxes and Low Engagement

In the past, this course creator launched their Black Friday promotions on the big day itself. Sounds logical, right? Well, not quite. The issue was that by the time their emails hit inboxes, they were competing with hundreds of other promotions.

The result? Their open rates were low, click-through rates (CTR) were disappointing, and their sales conversion rate didn’t reflect the effort they had put into their Black Friday campaign.

Let’s try something new: Starting Promotions Early

In 2023, they took a different approach. Instead of waiting until Black Friday, they kicked off their promotions early, launching the first email of the campaign on November 18th.

The strategy here was simple: get in front of their audience before the Black Friday chaos, when inboxes are still relatively calm. By engaging their subscribers early, they ensured that their emails were opened, read, and their offers were considered before the Black Friday overwhelm set in.

The Results: $34,000 in Extra Revenue

This early start made all the difference. Here’s what happened:

• 45.14% Open Rate: Launching the campaign on November 18th meant their emails were competing with fewer distractions. With an average open rate of 45.14%, the course creator saw their emails reach more people, increasing visibility.

• 1.44% Click-Through Rate (CTR): The early emails weren’t just being opened—they were driving engagement. With a CTR of 1.44%, the audience was actively clicking through and checking out the offer.

• 20.98% Sales Conversion Rate (SP CR %): The biggest win? A sales conversion rate of 20.98%. The campaign reached its peak on November 24th with a conversion rate of 34.40%, proving that this early approach allowed the course creator to gain momentum and build anticipation leading up to Black Friday.

By the time Black Friday rolled around, they had already generated a significant chunk of revenue—$34,000 more than they would have made had they waited for the day itself.

Why You Should Consider an Early Black Friday Launch

The takeaway? Black Friday is no longer a one-day event. The competition is fierce, and if you wait until the last minute, you risk being drowned out by other offers.

By starting early, you can capture your audience’s attention before they’re bombarded with emails from every brand under the sun. You’ll stand out in their inbox, increase your open rates, and give your audience time to consider your offer. And when they’re ready to buy on Black Friday, you’ll be top of mind.

Brands that start holiday campaigns early see a 33% increase in overall sales.

Source: National Retail Federation

Campaign Monitor data indicates that last year:

• ​​116.5 million emails were sent on Black Friday, more than any other single day.
• 106 million emails were sent on Cyber Monday.
• 95 million emails were sent on Thanksgiving.
• Black Friday emails saw the highest number of opens and links clicked.

Take Control of Your Black Friday Success

If you want to make the most of your Black Friday campaign, don’t wait. Start your promotions early, engage your audience before the rush, and give them the time they need to act on your offer.

It’s a simple shift in strategy, but as this course creator’s $34,000 extra revenue shows, it’s a game-changer.