Community Manager

Give Your Best Customers a Head Start on Black Friday

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Your top spenders don't want to fight the same crowd as everyone else on Black Friday morning. Give them a reason to feel like VIPs, because they are.

Early access is one of the highest-leverage moves you can make in the next two weeks. Pull your top-spender segment (you should already have this from a few weeks back) and give them 24-48 hours of early entry to your sale, before the general email or ad blast goes out. It rewards loyalty, spreads out your order volume so your site and support team aren't slammed all at once, and creates a small sense of exclusivity that a blanket discount never will.

This doesn't need to be complicated. One email, one flow, one segment. The bar isn't a whole new program, it's making sure your best customers know you see them differently than a cold prospect who found you through an ad last week.

Have you run an early access campaign before? What worked, and what would you change this year?

D

Dalia Ahmed Copywriter

Active Contributor I

I'd make the early access email feel visually distinct from the main sale announcement. If VIPs receive the exact same hero and headline as everyone else two days later, it can feel more like getting the sale early than receiving something exclusive.

Even small design choices can make a difference: a "Members First" label, a different headline treatment, or a darker colour palette.

I'd also keep the access window in live text near the top, clearly showing when early access opens and when the public sale begins. Those details are easy to miss when people are skimming.

One more thing worth planning for is the follow-up. VIPs who haven't purchased will eventually receive the public campaign too, so acknowledging their early access makes that second email feel more relevant.

And as you know I work at Marz Media, on the email design side rather than the sending side.

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