Hey, it's Chase and Jimmy here.

Ads get pricey. Inboxes get noisy. Competition gets brutal.

That’s why your smartest Black Friday move isn’t waiting until the weekend, it’s growing your list before it hits.

Every subscriber you add now is one more shopper you can reach directly when everyone else is fighting ad auctions and inbox fatigue.

In today’s playbook, we’re breaking down list growth strategies you can roll out right away; from smart signup forms and irresistible incentives to mobile-first design and zero-party data collection.

The earlier you start, the stronger your BFCM will be.

Also inside:

✔️ The Absolute Best Time to Send Your Black Friday Emails
✔️ If you like this newsletter, you’ll love the private one.
✔️ Quick Clips: This Week's Latest Stories in eCom

👉 Let’s dive in.

⏰ The Absolute Best Time to Send Your Black Friday Emails

Inboxes double (or triple) during BFCM. If your timing’s off, your email doesn’t just get ignored... it gets buried.

Omnisend’s guide breaks down exactly when to send Black Friday emails for maximum opens and revenue. From early-bird VIP teasers to last-chance midnight reminders, this guide shows you how to time campaigns that actually get noticed.

You’ll learn:

• The 3 send windows that consistently outperform (and when to avoid the inbox traffic jams)

• How to use October as your testing ground before November chaos

• The Cyber 10 timing playbook (Thanksgiving → Cyber Tuesday)

• How to layer SMS for extra reach when emails get missed

List Growth Hacks Before the BFCM Holiday Rush

Let’s be honest: ads get brutally expensive around Black Friday and Cyber Monday. Relying on paid traffic alone is like trying to sprint through a stampede.

But if you have a solid list? That’s your shortcut out of the chaos. You’ll have a direct line to customers when competition peaks and inboxes are overflowing.

Here’s how to grow your list before the holiday rush (+ tips for improving your forms).

5 Types of Forms to Collect Signups

Different shoppers need different touchpoints. Here are five types of signup forms to sprinkle across your site and capture max visitors.

1. Pop-ups: The classic “Hey, before you go…” moment. Perfect for capturing new visitors or exit-intent traffic with a friendly nudge.

2. Fly-outs: These slide in subtly as someone browses, often sticking to the edge of the screen. They’re less intrusive than pop-ups.

3. Embedded forms: Tucked into footers or blog sections, always on, always inviting. Think of them like mini billboards.

4. Full-page forms: A bold, attention-grabbing experience. These take over the screen with a compelling message (great for highlighting special offers).

5. Banner forms. Stick to the top or bottom of your screen. Perfect for quick reminders like “Join now for early access” without interrupting the journey.

Pro tip: Mix and match. A footer form alone won’t cut it, but a footer + timed pop-up + sticky banner is a layered strategy built to catch different shopper behaviors.

3 Ways to Grow Your List Before BFCM

1. Timing is everything

Here’s the biggest mistake brands make: waiting until November. Shoppers start browsing for deals and planning holiday shopping way earlier.

Plus, don’t forget that it takes time to warm up to a new brand. You need to put yourself out there before your audience is surrounded by your competitors.

What to do:

• Launch your list growth campaigns in September or October.

• Test incentives and form copy early so by November, you know what resonates.

• Warm up new subscribers with a quick welcome series, sneak peeks, or a helpful gift guide. That way, when BFCM hits, they already trust your brand.

2. Nail the incentive

People guard their inboxes. To convince them to share their email or phone number, you need to give something in return.

In fact, the right offer can double or even triple your form conversions.

Here are some ideas that work:

• Early access: Promise subscribers first dibs on limited-stock deals.

• Exclusive discounts: A small % off now or a bigger % off for BFCM VIPs.

• Free shipping: A perk that feels low-risk and high-reward.

• Giveaways: “Sign up now for a chance to win” adds excitement.

• Content value: Holiday gift guides or style tips if discounts aren’t your brand’s vibe.

The best incentives are tied directly to your audience’s motivations. If you sell luxury goods, a small discount may cheapen the brand. Early access might be a better fit.

3. Design for mobile first

More than half of BFCM shopping happens on phones. If your forms aren’t mobile-friendly, you’re leaving money on the table.

Checklist for mobile-first forms:

• Keep fields minimal (name + email is plenty).

• Use one-tap sign-up buttons where possible.

• Make CTAs thumb-friendly and highly visible.

• Test load speed. Slow forms kill conversions.

• Add QR codes in-store or on packaging to bridge offline shoppers into your digital list.

4 Bonus Tips to Improve Your Forms and Conversions

1. Collect data for future personalization

A list full of emails is fine, but a list full of insights is priceless.

With zero-party data (that’s data customers voluntarily hand over to you), you can personalize your campaigns and tailor your BFCM offers.

This would naturally translate into higher open and click rates for your brand.

What to do:

• Add an optional field for birthday or product preferences.

• Use multi-step forms (email first, then a quick question) to keep it easy.

• Store this data as tags for future campaigns.

2. Show targeted forms

A quick way to make your forms perform better is to tailor them to different shoppers. For example, you could segment your list like this:

• New visitors: Show them your best incentive.

• Returning visitors: Try a smaller, reminder-style pop-up.

• VIPs/customers: Offer perks like loyalty points or exclusive offers.

The more tailored the message, the better it converts.

3. Track & test relentlessly

Forms aren’t “set it and forget it.” Use data to understand which forms are performing or which incentives are working – and then double down on it.

What to do:

• Track impressions, sign-ups, and conversion rates.

• Run A/B tests on copy, design, placement, and timing.

• Experiment with triggers (time on site vs. scroll depth vs. exit intent).

Even small lifts in conversion add up fast when traffic spikes for BFCM.

4. Stay compliant

Nobody wants a deliverability nightmare during peak season. Playing by the rules keeps your list clean and your reputation strong.

Make sure you’re:

• Using clear opt-in checkboxes where required.

• Adding links to privacy policies.

• Honoring regional laws like GDPR, CAN-SPAM, or TCPA.

• Cleaning your list regularly. Better fewer engaged subscribers than a bloated list that hurts your sender score.

Final Thoughts

If there’s one takeaway here, it’s this: don’t wait. Every new subscriber you add today is one more person you can reach when competition peaks.

By the time BFCM rolls around, you’ll have an audience that’s not just bigger, but more excited to hear from you.

Here’s a quick recap:

✅ Use a mix of form types to meet shoppers where they are.
✅ Start early, offer strong incentives, and make mobile design a priority.
✅ Collect useful data, target your forms, test everything, and stay compliant.

Remember: the goal isn’t just to get sign-ups for one weekend. It’s to build an audience that keeps buying from you well into the new year.

If you like this newsletter, you’ll love the private one.

Inside the eCom Email Certified Community, members get a weekly private newsletter that goes even deeper than EEM.

We’re talking:

✅ Campaign breakdowns with real email examples
✅ Segmentation and timing strategy
✅ Swipeable subject lines + preview text
✅ Seasonal angles that actually convert

It’s written by Jimmy & Chase for hundreds of email and SMS pros inside our private Slack - and it’s built to help you plan smarter, send faster, and stop guessing.

The newsletter is just one part of the community.

You’ll also get access to:

– A job and freelance network

– Connect with retention marketers worldwide sharing ideas daily

And now it's only $99 for the entire year.

If EEM is your favorite email of the week...

The private version might become your new secret weapon.

🗞️ Quick Clips:

• Javvy Coffee expands at Sprouts: Javvy launched a new collagen creamer and three protein coffee concentrates (original, French vanilla, caramel) in Sprouts stores. Each creamer serving packs 11g of collagen and MCTs; each concentrate serving offers 80mg of caffeine with no added sugar.

• Holiday online discounts stay flat: Adobe predicts US online sales will hit $253B this holiday season (up 5.3% YoY), but discounts will hold steady around 28%. Electronics, apparel, and furniture will drive spend, while BNPL use is expected to grow 11%.

• Ritual hits Walmart shelves: Women’s supplement brand Ritual is now available at Walmart, with four products including its top-selling prenatal. The brand continues expanding its omnichannel presence alongside Target, Whole Foods, and Amazon.

• TikTok algorithm takeover concerns rise: As the US government pursues a takeover of TikTok, concerns grow around potential political influence and algorithmic control. The proposed deal would give U.S. officials algorithmic oversight, sparking concerns over potential political influence.

Annnnd that’s a wrap for this edition! 

Thanks for hanging with Chase and me. Always a pleasure to have you here.

If you found this newsletter helpful (or even just a little fun), don’t keep it to yourself! Share ecomemailmarketer.com with your favorite DTC marketer. Let’s get them on board so they don’t miss next week’s drops.

Remember: Do shit you love.

🤘 Jimmy Kim & Chase Dimond

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