Black Friday is November 27 this year and Cyber Monday is November 30. For many digital product sellers, the email list does more of the work than any ad or social post. A short, planned sequence usually beats a pile of last-minute blasts. Here is a simple way to map it out, plus the legal basics to check before you hit send.
A simple four-email timeline
This is a suggested structure, not a formula. Adjust it to your list size and how often you normally email.
- Early heads-up (about a week before): Tell subscribers a sale is coming and what it will cover, such as a bundle or a sitewide discount. Do not reveal everything. The goal is to get your name noticed before inboxes fill up.
- Launch (Black Friday morning): State the offer, the price, the end date and one clear button. Lead with the benefit to the buyer, not the discount alone.
- Mid-sale reminder (Saturday or Sunday): A short note for people who did not open the first email. A new subject line is fine; the offer should stay the same.
- Last call (Cyber Monday, evening): Say plainly when the sale ends. Only claim a deadline if you will actually honor it.
If you are selling products built from PLR, remember that your license decides what you can bundle and discount, so read it first.
Keep your offer simple
One offer per email is easier to understand than five. A single bundle, a single coupon code or one “sitewide” discount is enough. Test your checkout and coupon on a phone before the sale starts, and confirm the code works for the right products.
Send to people who want to hear from you
The CAN-SPAM Act applies to commercial email. According to the FTC’s compliance guide, your messages need accurate header information, a subject line that is not misleading, a clear indication that the message is an ad, your valid postal address, and an easy way to opt out. Opt-out requests must be honored within 10 business days, and you cannot charge a fee or ask for more than an email address to process one. The FTC says each violating email can carry a civil penalty of up to $53,088 (figure from the page’s January 2024 update).
We cover the basics in more detail in CAN-SPAM Basics for Digital Product Sellers, and the mailbox-provider side in Gmail’s Sender Rules. This is general information, not legal advice.
A quick pre-send checklist
- Subject line matches the content of the email.
- Physical address and working unsubscribe link are in the footer.
- Sale end date and time zone are stated clearly.
- Links and coupon codes tested on desktop and phone.
- Welcome and thank-you emails ready for new buyers.
Planning now leaves you time to write calmly instead of in a rush the night before.