behind the scenes black friday email strategy

It's finally here — Black Friday week! In this detailed and transparent episode, Liz Wilcox — the Fresh Princess of Email Marketing — breaks down her full 2024 Black Friday email strategy, including how many emails she's sending, who's getting them, and the mindset behind it all. From segmentation to scheduling, Liz shares the exact plan she's using to make her Annual Pass sale a success. Episode Highlights How Liz planned and structured her 5-day Black Friday email campaign. Why she's sending 16–17 emails (and why that's totally okay). The two key audience segments: Non-customers — subscribers who haven't joined the membership yet. Current customers — $9/month members encouraged to upgrade to the Annual Pass. How she handles timing (hint: send at 8:07, not 8:00). The balance between maximizing visibility and not overwhelming subscribers. Using humor and personality (like GIFs and dinosaur memes) to stay authentic and memorable. Why her biggest objection is the "special snowflake" mindset — and how testimonials help address it. How she approaches different days of the sale — from the early rush to the final "cart closing" push. The emotional side of launching — including why Liz plans personal distractions like camping during big sales. Key Takeaways Segment smartly: Don't treat every subscriber the same — send the right messages to the right people. Don't fear frequency: During Black Friday, inboxes are packed — showing up more can actually help you stand out. Add personality: Fun, human touches make your emails feel fresh and engaging. Anticipate objections: Use testimonials and examples to show how your offer works for different types of customers. Balance hustle with peace: Plan personal time during launches to stay grounded and avoid burnout. Links and Resources Here is the link to purchase Email Marketing Membership Annual Pass