BFCM / Email & SMS
Black Friday 2026:
your email & SMS plan.
Our BFCM 2026 field notes. A useful two-week plan, clearer creative and a reason to come back when the sale is over.
Read the ideaEmail / SMS / Retention
Ideas.
Keep an open mind.
The Foolish blog. On what brings customers back.
Same curious mind. A different point of view.
Worth a closer look
01 / Featured ideaBlack Friday 2026:
More food for thought
06 / The collection
Email / Customer experience
The email you shouldn’t send.
When to send, wait or help. A practical guide to pausing ecommerce promotions when your customer needs something else.
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STARTING OUT / EMAIL
Starting a store? Start your email marketing here.
A small, useful email setup gives your first visitors a way back. Build these foundations before you turn up the traffic.
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EMAIL / STRATEGY
Email flows vs campaigns: make them work together.
Your customer sees one inbox. Give automated journeys and scheduled sends a shared plan, clear priorities and room to breathe.
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Brand thinking / Retention
Ridge, the wallet, and the next order.
A durable hero product creates an interesting retention problem. Ridge’s wider range offers a useful way to think about it.
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Email / Customer experience
Earn the second order.
A practical post-purchase email sequence that starts with helping customers use what they bought.
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People & practice
What makes a good retention marketer?
Beyond the subject line: the judgement, curiosity and care behind work that brings customers back.
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