Black Friday Is a Funnel-Clearing Event, Not List Growth

The Unofficial Shopify Podcast · Oct 20, 2026 · 42m

"BFCM is a funnel clearing event, not a list growth event."

Jimmy Kim has spent 18 years in email. He built an in-house email tool for his men's clothing store, turned it into Sendlane, and built his own sending network along the way. Now he co-hosts Send It! with Chase Dimond. His view of Black Friday: stop casting a wide net and move every segment one step down the funnel.

Jimmy explains why you ramp send volume in October instead of November, how many emails to send on Black Friday and to whom, and why a new product launch beats another discount.

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