👡 M.Gemi: A Black Friday Strategy That Refused to Blend In

M.Gemi, an upscale Italian-rooted footwear brand, brought Noticed on to lead holiday email strategy during the most competitive season of the year. My role? Orchestrate a Black Friday to Cyber Monday campaign that broke through the noise without breaking the brand’s refined tone.

🎯 The Challenge

Everyone emails during BFCM. Most brands get lost.
We knew that to stand out in the inbox, we had to show up consistently—and with purpose. No filler. No generic discount blasts.

🛠 The Strategy

I built and executed a multi-layered content calendar that hit every day from early November through Cyber Monday, balancing promotional urgency with brand-first storytelling.

Here’s what we layered in:

• Daily Sends: From warm-up to post-Cyber Monday. Every email had a reason to exist.

• Multi-Touch Days: On Black Friday and Cyber Monday, we sent up to three emails per day—morning, afternoon, and evening—with segmentation rules in place to remove purchasers in real time and keep messaging relevant.

• Segment-Specific Offers: Friends & Family exclusives. Reengagement-only deals. A “Sale on Sale” to clear high-intent inventory.

• Product Features: Not just discounts—spotlights on new releases and hero SKUs to keep it fresh.

• Dynamic Discounting: Sale structures shifted throughout the week to maintain momentum and avoid fatigue.

🤝 Execution

I led strategy, content calendar, copywriting, and design direction for every send. Each email was crafted to maintain M.Gemi’s premium brand voice while still driving urgency and clicks.

💡 Takeaway

In a sea of Black Friday sameness, repetition with variation wins.
Consistent presence + evolving offers + smart segmentation = inbox relevance and real revenue.