BFCM Program Launching 16th Oct
Want to know how the big brands make the most out of Black Friday?
Melissa Shelton, a seasoned eCommerce leader, outlines how high-performing brands approach BFCM differently - with smarter, profit-driven strategies.
Inventory + Cash Flow
Before you plan a single campaign, you need to know what product you have to promote (breath and depth). We’ll cover how to assess your inventory position, plan stock for key offers, and ensure you have cash flow so you’re not caught short to back yourself this BFCM.
Lock in Your Offer
Don't wait til the last minute to lock in your offer. Melissa will take you through a number of tactics to deploy this BFCM period - will you go early? Will it be sitewide or secret? You’ll learn how to position your offer to drive conversions without devaluing your product or training customers to wait for discounts.
Build Your Audience
A strong BFCM starts weeks before launch. We’ll show you how to grow your email list with high-intent subscribers using paid and organic tactics - so when it’s time to sell, you’re talking to people who are ready to buy. Melissa will take you through how to utilise your paid strategy to your advantage - learning strategy from City Beach and DISSH.
Warm Up Your List + Clean
Before you hit send on your first campaign, you need an engaged audience. We’ll cover how to re-engage existing subscribers, clean out the unresponsive ones, and build deliverability. We'll ensure your emails land where they’re meant to and get seen by the right people.
Segment List + Overhaul Your Flows
Melissa will teach you how to segment your audience based on engagement — so you’re not overwhelming colder leads while still maximising conversions from your most active customers. Overhauling your automations ahead of BFCM is essential: it ensures every email is relevant, timely, and reiterates your offer at the right moment, so no potential sale slips through the cracks.
Timing of Comms
We’ll break down the key communication phases you need for a successful BFCM — pre-launch, launch and during promo, and post-promo — and show you examples of how to approach each. You’ll learn what type of messaging works best at every stage, how to build momentum without fatiguing your list, and how to keep customers engaged well beyond the sale.
Operations + Transparency
Behind every successful BFCM campaign is strong operational planning. We’ll cover what you need to have in place — from fulfilment and customer support to inventory visibility — so nothing cracks under pressure. You’ll also learn how to stay transparent with your community if things change, like shipping taking a little longer, so customers feel informed, supported and connected to your brand every step of the way.
Workshop Launches 16th October
Is this program right for me?
Stop Reacting + Start Being Strategic
If you’re running an online store and want this Black Friday / Cyber Monday to be your most profitable one yet - without the chaos or 2nd guessing, this program is for you.
It’s built for founders, eCommerce managers, and marketing leads who want to stop reacting and start strategically selling.
Whether you’re doing $50k or $10 million a year, you’ll learn how to build campaigns that scale, convert, and keep customers coming back long after BFCM ends.
Pre-order Now
What do I get out of this?
Be confident in your BFCM plan this year.
In under 1 hour, you’ll get everything you need to confidently plan and execute a winning BFCM campaign. In this session you’ll learn how to:
Warm up your audience so they’re primed to purchase
Design high-converting offers without damaging your brand
Plan and align your email, paid, and onsite campaigns for maximum revenue
Build post-BFCM retention strategies that turn one-time shoppers into loyal fans
Watch it anywhere, anytime, and revisit the content whenever you need a refresh - even next year.
Invest in yourself and grow this BFCM
Why should I watch this over other BFCM programs?
These are proven tactics - we get in deep + fast!
There's a tonne of programs out there, so why choose this one?
Because this isn’t theory. It’s 14+ years of proven eCommerce experience condensed into one focused, zero-fluff workshop.
I'm taking your through everything that I've considered for running BFCM campaigns for DISSH, adorne, ghd, MAVI and more.
I’ve led BFCM campaigns from strategy and offers to paid and retention. and distilled what actually works so you can implement immediately.
This isn’t about ticking boxes. It’s about real tactics that drive real revenue.
Don't miss sales this BFCM