Will Evans, co-founder of Flow Candy and a former Shopify store owner, has helped hundreds of ecommerce brands scale with email, SMS, and lifecycle marketing.
In this episode, he breaks down the simple Black Friday playbook his team uses to build complete campaigns in under 30 minutes.
🎯 Start by reviewing what worked
“I'd say the biggest mistakes that brands make is they don't do a good job auditing like what worked in years past… and what their competition has done.”
Before planning anything new, Will reviews the wins, misses, and competitor moves from last year to guide the strategy.
📅 The best brands plan early
“The companies that are really successful, they're just really good at planning.”
Top mid-market and enterprise brands start inventory and creative planning as early as Q1 so November is execution, not chaos.
📬 Why email still wins Black Friday
“Email tends to have the highest conversion rate of any channel.”
It’s cheap, reliable, and still drives more conversions than paid channels, especially during BFCM.
🧩 Will’s 6-step Black Friday framework
Audit last year’s campaigns.
Study competitors for ideas.
Map out multiple offer types.
Build smarter segments (not just 90-day engaged).
Put everything into a simple calendar.
Follow a quality-control checklist to avoid costly mistakes.
Scan the QR code in the video for their Free BFCM Playbook
💬 Sponsored by SARAL – helping DTC brands scale smarter. Book a demo 👉 here