Q4 Marketing Strategy 2025: Why You Should Start Now (+ Black Friday Email Campaign Ideas)

I’ve been running IMPRO Email Agency for more than 5 years now. Every year, I see the same pattern: brands that crush Q4 start prepping in July or August. Those who don’t? They scramble in October, send three rushed campaigns, and call it a season.

Let’s break the cycle.

In this guide, I’ll walk you through:

• Why Q4 2025 is shaping up to be even more competitive
• Black Friday email marketing strategies that actually convert
• Klaviyo tactics that separate amateurs from pros
• Real-world campaign ideas (plus a case study that brought in $180K)
• What you should be doing right now

Why Q4 Planning in July Isn’t “Too Early” — It’s Smart

Let’s start with this:

• By the end of October, most customers already know where they’ll shop on Black Friday.
• Klaviyo data shows that email open and click rates drop sharply after the second week of November.
• Meta and Google Ads costs nearly double in Q4 — which means email becomes your most cost-effective channel.

Stat to know: 42% of annual eCommerce revenue typically comes from Q4. And the biggest spike happens before Black Friday.

What does this mean? If you wait until November, you’re already behind.

Now that you see why early planning is critical, let’s take a closer look at what Q4 really looks like from the numbers — so you know exactly what you’re up against.

Q4 by the Numbers: Black Friday, Cyber Monday, and Holiday Email Stats

Here’s what Q4 looked like in 2024 (and what we expect in 2025):

Source: Klaviyo, IMPRO internal data

These stats prove one thing: email marketing drives a massive chunk of revenue in Q4, especially when you leverage automated flows like those in Klaviyo.

This brings me to the next point — the exact Klaviyo strategies we recommend to maximize your Q4 revenue.

Klaviyo-Driven Strategies That Actually Work in Q4

We’ve tested hundreds of flows and campaigns across 40+ stores. Here’s what works (and what doesn’t):

1. Pre-BF Warm-Up Sequences

Start reminding customers of your value weeks before your sale begins. Don’t just announce discounts — build anticipation.

2. Segmented VIP-Only Drops

Send exclusive early access to your most engaged segments.
If you’re not segmenting yet, start here with our guide on email list segmentation.

3. Abandoned Checkout + Cart Flow Stack

During BFCM, carts fill up — and then die. Stack your Klaviyo flows to follow up within 30 minutes, then 3 hours, then 12. Don’t rely on a single reminder.

Pro Tip: A/B test subject lines that emphasize urgency vs. exclusivity. Here’s how to test it right.

These tactics are powerful on their own, but let’s get even more creative with some Black Friday email campaign ideas you can actually use.

Black Friday Email Marketing Campaign Ideas

Looking for something beyond the “40% OFF – Today Only” subject line?

Try these tested ideas:

And yes — all of these are Klaviyo-ready and mobile-optimized.

To bring this all to life, here’s a case study from one of our clients who put these strategies into practice — and saw real results.

Case Study: How One Brand Generated $180K from a Q4 Flow

In 2024, we worked with a US-based vape product brand doing around $1.8M/year. They’d never gone hard on email before.

We built a Q4 strategy that included:

• Early Access Campaigns
• Klaviyo flow optimizations (checkout abandonment, price drop, replenishment)
• A post-BFCM “We Missed You” winback campaign

Result:

• $180K+ generated from email in 6 weeks
• 34.6% of Q4 revenue came from flows alone
• +22% email list growth

“We had no idea how much we were leaving on the table. You guys turned email into our #1 sales channel.”
— Brand Owner

This proves that with the right strategy — and early execution — you can make Q4 your most profitable season ever.

Quick Tips: What You Should Do Right Now

Let’s wrap up with actionable steps you can take today:

• Start your Q4 planning — even if it’s just a rough map
•  Clean your list (remove cold leads, re-engage warm ones)
• Map your Klaviyo flows to Q4 journey
•  Decide on offers (and A/B test your email format now)
• Schedule a free audit with our team 

Don’t wait for “October panic” — your competitors aren’t.

Final Thoughts

Black Friday and Q4 don’t reward improvisation — they reward preparation.

Your competitors are already building their campaigns, warming up segments, testing flows. If you wait until October to think about it, you’re already behind.

At IMPRO Email Agency, we’re already deep into Q4 strategy for our clients.
We offer a free email audit, no strings attached. We’ll tell you if you’re on track — or what you’re missing.

Ready to make Q4 your biggest quarter yet? Let’s talk.