How to Schedule Your Cyber Monday Email Campaign

Cyber Monday is the biggest online shopping day of the year. In 2023, Cyber Monday e-commerce spending in the US reached $12.4 billion. While this number does not represent such a huge growth over 2022, as it was in previous years (for example, the growth in 2021 constituted 27% over 2020), it still shows that the holiday does not lose its attractiveness. 

Since the stakes are high and competition is fierce, it is wise to plan your Cyber Monday ads well in advance. Like this, you’ll have better strategy and chances for standing out.

However, simply sending out one email does not provide you with high chances of success. To truly maximize results, you need to think beyond a single promotional email. On the other hand, a well-planned series of emails timed strategically can make a huge difference. Starting with teaser emails that build excitement, followed by launch emails on Cyber Monday itself, and finishing with reminder or last-chance emails, makes sure your campaign is sustainable and lasting in your subscribers’ minds. 

Pre-Campaign Planning (4–6 Weeks Before Cyber Monday)

Start in advance

With a holiday this size, you’d better start early. Start by setting your campaign goals. The diversity and ambition of your goals will, to a large extent, define the amount of work you’ll need to do.

If your goals are fairly straightforward—like running a basic website discount or offering free shipping—you can start planning around four weeks before Cyber Monday. These goals are simpler to manage, as they usually require fewer email segments and less creative effort. 

But if you’re aiming higher—like running personalized offers for different customer segments or launching exclusive Cyber Monday bundles—then you’ll need more time to plan. Starting six weeks or more ahead is ideal for bigger campaigns. 

Build and segment your email list

Once your goals are set, the next priority is your email list. Start by growing it—use lead magnets like special early access offers or exclusive Cyber Monday previews to attract new subscribers. Then, focus on segmentation. Not all customers are the same, so dividing your list into groups based on previous purchases, behavior, or interests is very important. Like this, your chances for engagement and conversions grow tenfold.

Designing and Teasing (2 Weeks Before Cyber Monday)

After you’ve defined your goals and segmented your audience, you can start thinking about how to frame your content in the most engaging way. It’s time to design your emails and ads. Try to design your Cyber Monday advertising in a way that they stand out in some particular way. It does not necessarily have to be something that screams into your customers’ faces, but it should possess some unique qualities. 

Teaser emails

A successful Cyber Monday marketing strategy often includes building anticipation. Teaser emails are a great way to do this. Send out “Coming Soon” emails a week or so before the sale to hint at the big discounts or exclusive deals they can expect. Create curiosity without giving away all the details, just enough to pique their interest and make them look forward to what’s coming. This also ensures your brand is on their mind before the flood of other promotions begins.

Early access for VIPs

One of the most effective Cyber Monday marketing ideas is to offer early access to your top customers. Segment your VIPs or loyalty members and reward them with exclusive early access to your Cyber Monday deals. This idea allows you to generate sales before the main event while at the same time building up anticipation and creating a sense of privilege. 

The Warm-Up Stage (1 Week Before Cyber Monday)

There’s one week left until all the great discounts of the year are unleashed! So, it’s the perfect time to warm up your customers with reminders about the upcoming deals. You don’t need to release your fully mastered campaigns yet—just send out something short yet exciting.

Instead of laying it all out, drop just enough hints to keep them intrigued, like “Deals So Good, They’re Almost Scary!” It’s subtle, but with enough energy to keep customers hooked as they count down to your main Cyber Monday deals.

Wishlist or cart abandonment reminders

Now is the perfect time to hit your subscribers with a well-timed nudge, especially if they’ve already been eyeing products. Those wish list items they’ve been dreaming about? Send them a reminder, but make it feel like an exclusive opportunity they won’t want to miss. Something like, “Your Wishlist Awaits… and So Do the Deals of the Year!” can turn a casual browser into a buyer. It is good enough to rekindle their interest and spark that “aha” moment.

Better yet, this approach is a great way to create urgency while avoiding a sales push. You’re simply reminding them that the products they’ve already shown interest in are about to be discounted. 

Personalization strategy

People love feeling understood, and Cyber Monday is the time to build on that feeling. Personalize your emails based on what your customers have been browsing, adding to their cart, or purchasing in the past. 

Instead of treating everyone the same, show your customers that you’ve taken the time to craft an offer specifically for them. Something as simple as “Based on what you loved last time, here’s what we think you’ll love even more” can highlight relevant products and also add a human element to your email. 

The Big Push: Cyber Monday (The Day Before and the Day Of)

The big day is almost here, and now’s the perfect time to build the final wave of anticipation. Sending a reminder the evening before Cyber Monday will add some fuel to the fire, ensuring your customers don’t forget about the upcoming deals. Plus, a quick reminder can help memorize your brand better, so when they wake up, they’re ready to shop with you.

Cyber Monday early access email

If your Cyber Monday marketing strategy includes VIP customers, this is the moment to make them feel special. Offer them exclusive early access to your best deals a few hours before the official sale starts. An early access email with a subject line like “VIP Exclusive: Shop Cyber Monday Before Anyone Else!” creates a feeling of privilege for already valued customers and allows them to shop for deals before the main rush begins.

Subsequent reminders before the end of the day

Once Cyber Monday is live, it’s all about keeping up the excitement. Don’t let this vibe die down—send timely follow-ups to catch those who might’ve missed the initial rush. A mid-morning email with a subject line like “Cyber Monday Is Here: Deals Won’t Last Long!” gives latecomers another opportunity to jump in. And as the day progresses, close strong with a final reminder email. Something urgent like “Last Chance: Cyber Monday Deals End Tonight!” in the afternoon or evening creates that final push and drives home the urgency. 

By using a layered approach with your Cyber Monday email marketing—starting the day before and sending strategically timed reminders throughout—you’ll keep your audience engaged and excited from start to finish and make sure that you get the most out of this big day.

Post-Cyber Monday Follow-Up and Campaign Analyses (The Day After)

After Cyber Monday is over, both marketers and customers might feel like they’ve just finished a big event: happy but a little exhausted. To maintain that positive connection, it’s a great idea to send a thank you email to your loyal customers. You can even extend your gratitude by prolonging the sales period or offering some exclusive final discounts. 

For those who didn’t buy during Cyber Monday, this can be an excellent time to re-engage. Maybe they hesitated or missed the sale altogether. Use your extended Cyber Monday campaign ideas to spark interest again. An email like “Missed Cyber Monday? Don’t Worry, We’ve Extended Our Deals Just for You!” can be an effective way to reconnect and give non-buyers one last opportunity to take advantage of your offers. By offering an additional incentive, like a slightly better deal or a bonus gift with purchase, you can turn hesitant shoppers into customers.

Review email performance

Once the dust has settled, it’s time to dive into the data. Analyzing the performance of your Cyber Monday marketing efforts is crucial to improving future campaigns. Start by evaluating key metrics: open rates, click-through rates, conversion rates, and overall sales data. Did your early access emails perform better than your last-chance reminders? Did certain segments respond more positively than others? Take note of what worked and what didn’t. Apply these learnings to your upcoming holiday campaigns or next year’s Cyber Monday.

To Sum Up

Cyber Monday is one of those high holidays where sending just a couple of emails won’t cut it. For a day this big, you need a special, extended campaign that keeps your audience engaged from start to finish. Success comes down to preparation—bold visuals, engaging content, and audience segmentation—all well in advance.

In the end, a well-planned Cyber Monday marketing strategy involves teaser emails, early access for VIPs, and perfectly timed reminders throughout the day. Each part of your campaign matters, adds value, and keeps your audience excited, while altogether they are helping you stand out and make the most of this competitive holiday.