The Black Friday Email Guide for Real-World Brands
w/ Colby Kane, founder of Aviator USA, a brand known for its travel-inspired apparel
The Unofficial Shopify Podcast · Colby Kane, Kurt Elster
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Show Notes
“Honestly, I think my best customers don’t even look at the discounts. They get the email, see the new pants, and just say, ‘I want them.’”
Black Friday: the annual marketing frenzy brands prep for all year. Kurt Elster sits down with Colby Kane of Aviator USA, who has a refreshingly different approach. No cringe sales gimmicks, just a smart, no-nonsense plan. Colby shares his early-access tactics, simple email flows, and why staying low-key can outperform loud, constant discounting. They dig into why subtle beats loud, how to run discounts without gutting brand value, and how a straightforward plan is the real power move. If you’re ready for a fresh, real-world approach to Black Friday, this episode’s your blueprint.
Links
- Kurt’s Black Friday Email Planning Google Sheet: A ready-to-use holiday email calendar template
- Colby Kane (Guest): Aviator USA
- Kurt Elster (Host): Ethercycle
Apps, Tools, and Services Mentioned:
- GovX: Military and first responder discount verification
- Klaviyo: Email marketing automation
- Happy Returns: Return management platform
- Redo (Return management with optional fee for package insurance)
Sponsors
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What's Kurt up to?
- See our recent work at Ethercycle
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