Black Friday is no longer just a day – it’s a season of opportunity. The inbox is where much of the battle for attention is fought, and if you’re planning to drive sales this November, warming up (and growing) your email list ahead of time is non-negotiable. The truth is, even the best deals can flop if your subscribers aren’t primed and engaged before the big day.

Here’s a step-by-step approach to make sure your email list is ready to convert.

1. Re-Engage Dormant Subscribers

Chances are, some of your subscribers haven’t opened your emails in months. Don’t wait until Black Friday to surprise them with an offer. Send a re-engagement campaign in October with a simple subject line like “Still interested in hearing from us?”. Give them a reason to click – a sneak peek of what’s coming or an exclusive early-bird deal. This cleans your list, improves deliverability, and ensures your best prospects are paying attention.

2. Segment for Relevance

A generic blast won’t cut through crowded inboxes. Divide your list into meaningful groups – loyal buyers, recent sign-ups, or high-value customers. Tailor your messaging:

• Offer VIP access to long-standing customers.
• Share bundles or first-time discounts with new subscribers.
• Highlight urgency for those who typically only buy during sales.

Segmentation makes your emails feel personal, not promotional.

3. Test Before It Counts

October is the perfect testing ground. Experiment with subject lines, preview text, and send times. Look closely at open and click-through rates. By the time Black Friday arrives, you’ll know which combinations earn attention – and you’ll avoid guessing on the most competitive weekend of the year.

4. Build Anticipation with Value

Don’t just talk about discounts. Share helpful buying guides, product round-ups, or “best of the year” collections. Position yourself as a trusted source before you ask for a sale. For example, a furniture retailer might send “How to choose the right mattress for your sleep style”. When the sale comes, subscribers already see you as the brand with answers, not just offers.

5. Strengthen Your List Growth

Even the warmest list can go cold if you’re not growing it. This October, look at creative ways to boost sign-ups ahead of Black Friday. Viral competitions are one of the most effective tactics – giving people a reason to join, share, and engage with your brand before the holiday rush.

A Quick Opportunity to Grow Your Email List Virally in October

To support local businesses in preparing for Black Friday, our sister platform Prized.co.za is offering 4 free campaign slots (worth R2,500 each) this October. Each slot lets you run a viral email competition where your sponsored prize (worth at least R500) becomes the hook to attract subscribers and keep them engaged. It’s a simple way to build visibility, grow your audience, and enter Black Friday with momentum.

Examples of Prizes Offered

• Shopping Vouchers – e.g. Takealot, Woolworths, or Checkers gift cards (always popular, versatile, and universally appealing).
• Tech Gadgets – wireless earbuds, Bluetooth speakers, smart watches, or a tablet (high perceived value, wide appeal).
• Food & Drink Hampers – gourmet snack boxes, wine selections, or coffee bundles (great for lifestyle audiences).
• Weekend Getaways – one- or two-night stays at a local lodge, Airbnb, or boutique hotel (excellent for high engagement).
• Fashion & Apparel – branded sneakers, handbags, or vouchers for trendy online stores (works well with younger demographics).
• Home & Living Items – cookware sets, air fryers, coffee machines, or bedding (ideal for homemakers and families).
• Beauty & Wellness Kits – skincare bundles, spa vouchers, or fitness memberships (strong draw for female-dominant audiences).
• Event Tickets – concerts, theatre shows, sports matches, or festivals (timely and experience-driven).
• Kids & Family Prizes – toy bundles, educational kits, or family day passes (perfect for parents).
• Seasonal Specials – Black Friday “early shopping vouchers” or Christmas hampers (linked directly to the shopping season).

If you’d like your brand featured, these free slots are available on a first-come basis – once they’re filled, they’re gone.

To be eligible*, please complete the Launch Your Campaign form here and enter ‘The Business Directory’ as the Who Referred You field. You can also choose 1 October 2025 as your preferred launch date, as the plan is to run 4 campaigns for the full month of October.

*Terms & Conditions Apply