The Black Friday Email Guide for Real-World Brands

“Honestly, I think my best customers don’t even look at the discounts. They get the email, see the new pants, and just say, ‘I want them.’”Black Friday: the annual marketing frenzy brands prep for all year. Kurt Elster sits down with Colby Kane of Aviator USA, who has a refreshingly different approach. No cringe sales gimmicks, just a smart, no-nonsense plan. Colby shares his early-access tactics, simple email flows, and why staying low-key can outperform loud, constant discounting. They dig into why subtle beats loud, how to run discounts without gutting brand value, and how a straightforward plan is the real power move. If you’re ready for a fresh, real-world approach to Black Friday, this episode’s your blueprint.LinksKurt’s Black Friday Email Planning Google Sheet: A ready-to-use holiday email calendar templateColby Kane (Guest): Aviator USAKurt Elster (Host): EthercycleApps, Tools, and Services Mentioned:GovX: Military and first responder discount verificationKlaviyo: Email marketing automationHappy Returns: Return management platformRedo (Return management with optional fee for package insurance)SponsorsZipifyCleverificOmnisendHelp the showAsk a question in The Unofficial Shopify Podcast Facebook GroupLeave a reviewSubscribe wherever you get your podcastsWhat's Kurt up to?See our recent work at EthercycleSubscribe to our YouTube ChannelApply to work with Kurt to grow your store.Never miss an episodeSubscribe wherever you get your podcastsJoin Kurt's newsletter