Black Friday & Cyber Monday: Important information

The build up is almost over

What you need to know

With not long to go until Black Friday we want to provide you with some information to make sure you get the most out of your campaigns, and to ensure that things run smoothly for you on the day, and throughout the weekend.

With this in mind, we’ve got four key steps that are crucial to the successful running of your campaigns in the busiest period of the year for online shopping and sales.

Beat the rush: upload your contact lists early

We are expecting (and already seeing) a huge number of lists to be uploaded and campaigns to be sent throughout the day, so please make sure your lists are uploaded prior to Black Friday and Cyber Monday to prevent any potential delay.

The earlier you can do this, the better. This also allows you ample time to ensure that your lists are properly prepared in order to schedule your campaigns.

Segment your sends: only send to the right contacts

Please don’t be tempted to send to all of your contact lists.

The people in your most engaged segments could be delayed in receiving your email as ISPs deal with all of your unengaged data’s responses, it also has the potential to damage your deliverability long term – it’s just not worth it!

We strongly advise that you do not send to more than 8 lists as this has the potential to increase processing time, which can leads to delays in your recipients receiving and seeing the email.

Time is of the essence with events like Black Friday and Cyber Monday, so you want to take all the precautions you can to prevent this from happening.

Test, test, and test again: make sure your templates are ready

Testing is a key part of preparing for a successful campaign.

To get the truest picture of how your campaign will perform, you should send to a seed list of internal contacts, rather than just relying on the “Send Test” functionality.

This approach, coupled with the Spam Test and Inbox Inspection allow you to get a complete understanding of how your campaign will render in your customers and subscribers inboxes.

Don’t let all your hard work and preparation go to waste by cutting corners as you approach the finish line.

Best practice subject lines: Don’t be tempted by ‘black hat’ tactics

One final thing to note is that in a time of sales and offers we want to remind you not to go crazy with multiple pound signs, spam filters don’t like this at all, and it will likely impact your campaign’s inbox placement.

There remains an issue with PureCampaign where pound signs, emoji and special characters are not rendering correctly when sent via our multiple subject line tool.

We are in the advanced stages of a fix for this, but, and we can’t stress this enough, please don’t use emoji or special characters in any subject line, or use pound signs in the multiple subject line selector (SLS) tool.

If you have any questions about any of this please don’t hesitate to contact the support team by raising a ticket, either in the PureCampaign platform, or by emailing us at

If you choose to email us, please include as much information about you, your account, and your issue / questions as possible. This will allow us to help you with your request in as timely a manner as possible.

We have been having some wonderful conversations with customers over the course of the last few months and can’t wait to see the results of all of the planned campaigns.

The steps and suggestions above are there to help you ensure that all of your planning and preparation doesn’t go to waste.

Black Friday articles

Finally, we have recently published two Black Friday / Cyber Monday-related articles on our blog, which contain further ideas that you can implement in your campaigns for this weekend:

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