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After a month of incredible summer conversations, we’re shifting into holiday mode! Black Friday and Cyber Monday (BFCM) are fast approaching, and marketers everywhere are rethinking how they show up during the most competitive time of year. (Yep.. November is just over 4 months away! ⏰)

We’re gathering insights from the Iterable community on what’s working, what’s changing, and what marketers are moving away from ahead of BFCM 2025. Your take could help spark ideas, spotlight emerging trends, and help others shape a standout season! We’ll feature key insights in an upcoming blog post to spotlight hot takes from our community. 

💸 Bonus: Two participants who contribute will be randomly selected to win a $25 gift card of their choice. Share your take and get inspired! Your experience could shape how others plan for a standout season.

Black Friday and Cyber Monday sign


Answer any (or all!) of these questions in the comments by July 28!

  1. What outdated BFCM tactics have you stopped using—and why?
  2. What role does AI play in your BFCM strategy today—beyond just efficiency?
  3. How are you avoiding ‘discount fatigue’ and standing out in the BFCM noise?
  4. What channels are most effective for real-time engagement during peak periods—and how do you decide where to show up?

Hey Deja,

It might still feel like summer camp out here with this heat, but you’re totally right—now’s the time to crank up the strategy for Black Friday and Cyber Monday! I’m all in on creating campaigns that are not only effective, but genuinely engaging. Here are my thoughts from the Iterable Plaza Hot Take:

1. What outdated BFCM tactics have you stopped using—and why?
We’ve moved on from generic, one-size-fits-all blast campaigns. Sending the same message and deal to everyone without any segmentation or behavioral data behind it? Outdated and ineffective. We're also stepping away from “Buy X, Get X” promos. Instead, we’re leaning into more tailored, interest-based campaigns that are engaging and aligned with our brand. It’s about creating meaningful interactions—not just driving high purchase volume.

2. What role does AI play in your BFCM strategy today—beyond just efficiency?
AI is helping us get smarter about who we talk to and how. We’re identifying customers who are already primed to purchase and targeting them with stronger offers. For those who need a bit more nurturing, we focus on education and value-building before prompting conversion. We also use AI to personalize frequency—sending more content to brand loyalists and fewer (but higher-impact) messages to less engaged users.

3. How are you avoiding ‘discount fatigue’ and standing out in the BFCM noise?
We’re giving our members control—letting them opt into BFCM-specific communications and reminding them they can opt out anytime. This permission-based approach reduces fatigue and builds trust. We're also spacing out sends, using Send Time Optimization (STO), and silencing non-essential triggers during quiet hours to avoid overwhelm.

4. What channels are most effective for real-time engagement during peak periods—and how do you decide where to show up?
Mobile continues to be our top performer for real-time engagement, so it’s a key focus. That said, we’re using Journey analytics to understand individual user behavior and engagement tendencies. That helps us meet people where they’re most likely to take action—whether that’s SMS, push, or email.

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