Crafting a BFCM Content Calendar

Steps to build an integrated email and SMS campaign plan for BFCM.

Every brand knows that Black Friday and Cyber Monday (BFCM) are make-or-break moments for Q4 revenue. What fewer brands realize is that success isn’t about the depth of your discount — it’s about the discipline of your plan.

A well-structured BFCM content calendar is the difference between a frantic scramble and a coordinated campaign that maximizes reach, revenue, and retention. At Sticky Digital, we’ve seen that brands who enter November with a content calendar in place drive not only higher BFCM conversions but also stronger post-holiday loyalty.

This article outlines the steps to build a BFCM content calendar that integrates email, SMS, and retention-first strategies.

Why You Need a Content Calendar for BFCM

BFCM isn’t a weekend anymore — it’s a month-long campaign cycle that begins in early November and often extends through Giving Tuesday or even mid-December. Without a calendar, brands fall into two traps:

  • Over-sending early: burning out audiences before peak days.
  • Waiting until the last minute: missing key revenue opportunities.

An integrated calendar ensures:

  • Consistent messaging across email and SMS.
  • Strategic pacing to build urgency without fatigue.
  • Seamless coordination across marketing, design, and fulfillment teams.
  • Space to test, learn, and adjust before the stakes are highest.

Learn more about our Retention Strategy Services.

Step 1: Define Your Campaign Arc

Your calendar should follow a clear narrative arc:

  • Early November (Tease + Warm Up): VIP-only previews, early access invites, teaser content.
  • Mid-November (Engage + Educate): Product education, gift guides, bundling tips to prime behavior.
  • BFCM Weekend (Convert): Strongest offers with urgency across all channels.
  • Post-BFCM (Retain): Loyalty rewards, subscription upsells, and win-back campaigns.

This arc turns BFCM into a full lifecycle journey — not a single discount event.

Step 2: Align Email and SMS

Email and SMS should work together, not compete:

  • Email: Storytelling, visuals, product education, bundling strategies.
  • SMS: Urgency, reminders, last-minute “don’t miss out” nudges.

Map them side by side in your content calendar:

  • Teaser email → SMS reminder.
  • Product education email → VIP early access SMS.
  • “Sale ending” email → final SMS countdown.

Explore more in our Email + SMS Planning Guide.

Step 3: Segment Your Audience

Your content calendar isn’t one-size-fits-all. Use segmentation to maximize relevance:

  • VIPs: Early access, loyalty perks, stackable offers.
  • First-Time Buyers: Gentle discounts, referral incentives, bundling education.
  • Lapsed Customers: Win-back campaigns with “We miss you” messaging.
  • Engaged Non-Purchasers: Social proof and urgency to push to first conversion.

See our Segmentation Strategies for BFCM.

Step 4: Balance Volume and Fatigue

The biggest mistake brands make is sending too much, too soon. The second biggest mistake is under-sending when inboxes are most crowded. Your calendar should:

  • Ramp volume gradually in early November.
  • Peak across Thanksgiving → BFCM → Cyber Monday.
  • Scale down into loyalty and win-back flows post-sale.

Pro tip: Use “value-only” sends (gift guides, style tips, inspiration) between heavy promotions to maintain engagement without list fatigue.

Step 5: Build in Post-BFCM Retention

A true BFCM content calendar flows into December with retention campaigns:

  • Post-Purchase Flows: Thank-you messages, product education, subscription upsells.
  • Loyalty & Referral Promotions: “Earn double points through December.”
  • Win-Back Campaigns: Target one-time buyers before they lapse.

Learn more about Post-Purchase Flow Strategy.

Measuring Success

Track performance across retention-focused KPIs:

  • Revenue per email/SMS sent.
  • Conversion rate by segment.
  • List growth vs. churn during BFCM.
  • Repeat purchase rate post-BFCM.

Final Word: Treat BFCM Like a System, Not a Sale

BFCM is a pressure test for your marketing operations. A thoughtful content calendar ensures you meet the moment with precision — delivering the right message, to the right segment, at the right time.

At Sticky Digital, we help Shopify brands build BFCM content calendar strategies that maximize ROI and extend holiday gains into the new year.

📚 Read the BFCM Content Calendar Guide 📈 Explore Strategy Services

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