“How many sends are we doing?”

That was one of the biggest questions that kept getting brought up at Commerce Roundtable. How much content are we making, how many sends are we doing ongoing..and for email specifically, what does that look like around BFCM?

My answer: if you aren't a major giftable product, I think you should just treat it like a normal offer or promotion or cadence.

There's this whole “oh my god it's Black Friday Cyber Monday, I need to make this massive giant thing over here”..when in reality it's probably just a NORMAL promotional schedule that we all can adhere to, and then we all understand this is how the program should be run.

At BREZ we kind of got forced into that last year and it ended up being the correct decision for that brand.

We've hit that point a couple of times here, and it's something we're staying firm on.

Here’s an example calendar and launch checklist. The dates and send counts are a starting point..build around your offer and what makes sense for your brand.

This is a great example of building around the core moments..but again, tweak it to make the most sense for YOUR brand.

This send schedule and structure is one of the easiest things to build out and maintain this season.

‼️ And one more thing.. I’m doing a giveaway ‼️

I'll buy one of you a year's supply of your favorite beverage AND we'll jump on a 30 minute call and go over anything you want to talk about.

All you gotta do is be subscribed to this newsletter. And if you’re reading this then you're already in, no need to unsubscribe and resubscribe..the winner gets pulled at random from the full subscriber list next Friday the 23rd and I’ll post the winner on X - https://x.com/iamshackelford 

See you next week… start thinking of which bev you want to drink for the next year.

- Shack

Ps just for the fine print: a year's supply = one case a month for 12 months.