The "Cyber Week" Ecommerce Marketing Strategy

Hey it’s Max from The Inbox Newsletter.

Everyone's ready for Black Friday. Most brands are ready for Cyber Monday.

But few are able to capitalize on the Tuesday through Sunday Cyber Week period.

Since most brands stop sending after Monday, inbox competition is far lower. That's prime opportunity to convert more of your list that's still in buying mode.

Key Takeaways:

• Most brands go quiet after Cyber Monday

• The phased offer strategy creates multiple revenue peaks instead of one spike-and-crash

• Pivoting to gifting messaging (Dec 5-14) captures an entirely different buying intent

• Shipping deadlines create natural urgency without needing new discounts

• Send frequency: every other day during gifting period keeps you top-of-mind without burning the list

The Phased Offer Strategy for Cyber Week

Most brands aren't running new offers during Cyber Week, and if they do, it's some boring "We Extended Our Exact Same Black Friday Offer" sale.

That's an easy way to kill urgency and convert no one.

By this point, your list is numb to that offer because you've created no urgency and haven't done anything interesting to pique their interest.

The brands that win on Cyber Week understand that each phase needs a different angle to create new buying triggers.

Here's the structure that works:

Black Friday (Nov 26-30): The Main Event

By now, you should have have your best sitewide deal running.

"30% off everything" or "Buy 2 Get 1 Free" or whatever your hero offer is.

Once you’ve run your Black Friday offer through the 30th, then you can pivot.

Cyber Monday (Dec 1-3): The Twist

Instead of running the exact same Black Friday offer and saying “Black Friday Extended”, do this instead:

The Cyber Monday “Twist”

• Keep the discount, add a free gift on orders $100+ (changes the value prop)

• Launch a new product drop (creates novelty)

• Upgrade bundles only: "30% off everything, 40% off bundles" (pushes AOV)

• Switch to store credit: "$30 store credit on $100+" instead of percentage off (feels like a gift, guarantees return purchase)

The twist doesn't have to be massive. It just has to be different enough to create permission to buy for people who hesitated on Black Friday.

Also, Giving Tuesday falls on December 2nd. If it aligns with your brand, you can run a "portion of proceeds goes to X cause" angle. Works great for mission-driven brands.

Cyber Week Extended (Dec 2-3): The Bridge

Tuesday: Send a "Cyber Monday Extended" email. Position it as "we're keeping the offer live for 24 more hours because so many people requested it." This catches stragglers who missed Monday.

Wednesday: "Final Day" for the Cyber Monday offer. This is the last time they'll see this specific deal before you pivot to gifting.

Gift-Giving Period (Dec 5-14): The Final Pivot

Do you ever struggle to find the perfect gift for the people in your life?

Well, by offering an opportunity to gift your products, you become your customers’ saving grace.

Because people aren't shopping for themselves anymore. They’re shopping for their friends and family.

And they want help.

Gifting Messaging Examples:

• "The Ultimate Gift Guide for [Your Niche]"

• "Gifts They'll Actually Use (Not Regift)"

• "Best Bundles for Stocking Stuffers"

• "Gifts for the Person Who Has Everything"

Make sure to push bundles hard during this phase. Bundles increase AOV and solve the "I don't know what to get them" problem.

The urgency driver shifts from discounts to shipping deadlines. You don't need to fake scarcity when the calendar does it for you.

"Order by December 12th for guaranteed delivery" is more effective than "Sale ends tonight" at this point.

What to Send (And How Often) During Cyber Week

Here's the cadence that works without burning your list:

Tuesday-Wednesday (Dec 2-3): Daily Sends

These two days are about catching everyone who hesitated during Black Friday and Cyber Monday.

Tuesday: "Cyber Monday Extended" - Position it as bonus hours. "We're keeping this live for 24 more hours by popular demand."

Wednesday: "Final Day" - Last chance for the Cyber Monday offer before you shift gears.

Send daily during these two days. Inbox competition is still relatively high from other brands doing the same thing.

Thursday-Sunday (Dec 5-8): Every Other Day

This is where you should pivot entirely to gifting and send every other day.

What to send:

• Gift guides ("Ultimate Gift Guide for Coffee Lovers")

• Bundle promotions ("Pre-Made Gift Sets Under $100")

• Persona-based emails ("Gifts for the Person Who Has Everything")

• Shipping deadline reminders start appearing in the footer or PS

Mix up your email formats. Send a graphic-heavy gift guide on Thursday, a text-based founder recommendation on Saturday. This keeps emails feeling fresh instead of repetitive.

SMS during this period: Only use it for high-value moments like flash bundle drops or restock alerts. Don't blast daily. SMS works best for urgency, not education.

Why this frequency works:

Inbox competition plummets after Cyber Monday. Your emails actually stand out more when you're one of the few brands still showing up.

The key is varying content types. If every email is "BUY NOW 30% OFF," you'll burn the list. But if you're mixing gift guides, bundle highlights, founder stories, and shipping reminders, it feels helpful instead of spammy.

Segment if you can. Send to engaged openers more frequently. Send to non-openers less. But don't overthink it. Showing up consistently beats perfect segmentation.

Final Thoughts

Just because other brands stop sending frequently after Cyber Monday doesn't mean you should.

Continuing to push email hard during Cyber Week (and beyond) can unlock an extra 30-40% of your Q4 revenue.

People stop shopping for themselves after Dec 1 and start shopping for others. They're actively looking for gift ideas, they want bundles that make decisions easy, and they need clear shipping timelines.

By pivoting to a gifting angle, you're helping your customers find the right gift at the right time.

Use the calendar to create urgency for you. Remind people of the shipping deadlines and make it easy to buy.

While your competitors are relaxing after the big push, you'll be sitting there with a warm list that's ready to buy.

Email Inspiration Of The Day

Brand:
Osea

Email Design:
https://drive.google.com/file/d/1VX5JD_6mlrv5d3WrOsPYUitD7_ODU05x/view?usp=sharing

Notes:
Love this for a welcome flow email or some sort of quarterly personal founder based email. Founder favorites + their signatures are a great added bonus.

Template of The Day

If you want access to a bank of 134 mix and match templates like this equating to over 5,000+ possible email designs, click here » 

Reply to this email if you have any questions or further content you want covered.

Cheers,

Max | Well Copy Email & SMS Marketing

PS - If you run a 7-9 figure ecommerce brand and you want to have a free email strategy consultation, book a call here » 

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