Building the BFCM Flow Map: A Template to Steal

A few weeks ago, we talked about why you need a flow map before writing copy. Now let's actually build one.

Keep it simple: a table with the flow name, whether it's live or needs an update, what needs to change for BFCM, and who owns fixing it. List every flow that could fire during your sale window — welcome series, abandoned cart, browse abandonment, post-purchase, win-back, even your review request flow if it goes out fast after delivery.

For each one, ask: does the messaging still make sense if someone enters this flow during Black Friday week? A win-back flow offering "10% to come back" looks strange next to a storewide 40% off banner. Either pause it, or update the offer to match.

Assign an owner and a deadline to each row. The brands that pull this off cleanly aren't smarter, they just did this exercise a month before the chaos instead of during it.

We've got about a month before Black Friday. That's enough time to fix every flow on this list if you start today.

Share your flow list in the comments — tell us which one you're least confident about.