Black Friday Email Campaigns for 2026

Black Friday email campaigns are the marketing emails brands send around Black Friday and Cyber Monday to promote deals and drive sales. While the concept may seem straightforward enough, the approach makes all the difference when it comes to attracting shoppers in this busy period. Crafting a compelling Black Friday email boils down to three factors: when you send, what you say, and the subject line that gets people to open it.

Taking the time to plan and think about these elements can be worthwhile. In 2025 alone, Shopify store owners generated $14.6 billion in sales over Black Friday Cyber Monday (BFCM) weekend, up 27% from 2024.

To help you get started, this guide includes examples of Black Friday to inspire your campaigns—plus, it covers how to schedule and automate them with Shopify Messaging.

Pre-Black Friday email examples

Before the big day arrives, start building excitement, teasing offers, and warming up your audience to get them ready to shop. Here are a few pre-Black Friday email examples that do just that. 

1. DU/ER’s new styles added campaign

Subject line: Black Friday Sale: New Styles Added 🔥

What it is: DU/ER uses a clean, confident Black Friday email to announce up to 50% off across their store with a compelling twist: new styles have been added to the sale.

Why it works: The minimalist design makes the bold “50% OFF” headline pop, while the “new styles added” line gives customers a timely reason to come back, even if they already shopped.

It turns a static promotion into a living one, which is powerful during Black Friday Cyber Monday (BFCM) weekend when inboxes are flooded and most online sales blur together. DU/ER also separates calls to action (CTAs) by gender, making the path to purchase quick and personal.

How to implement it: Add freshness to your Black Friday campaign by introducing new drops mid-sale. 

Think of your sale as a rolling event, not a one-off blast. Adding newness— whether it’s products, bundle deals, or exclusives—gives shoppers a reason to return, share, and spend again.

2. TANIT Botanics Black Friday VIP access email

Subject line: Celebrate early with us

What it is: TANIT Botanics invites its shoppers to join its customer loyalty program and start their Black Friday celebrations early, with access to deals and special offers before anybody else.

Why it works: Black Friday weekend is a great time to attract new customers and generate brand awareness, but TANIT takes this opportunity to engage and treat its existing customers instead.

Ensuring its most loyal fans are happy before it starts promoting its more general Black Friday campaigns helps with customer retention and satisfaction levels. This approach can also kickstart sales and create buzz around the brand.

How to implement it: Create a sneak peek Black Friday email campaign for existing customers that invites them to shop your event before it opens to everyone else. Use a pop-up or inline form, like Shopify Forms, to build an early-access list so customers can opt in ahead of time. Offer a bigger discount, exclusive perks, and a limited window to buy, to create urgency.

3. Happy Goat Coffee Company’s quirky email

Subject line: Take 20% off site wide!!

What it is: The Happy Goat Coffee Company uses emojis to add personality and a touch of humor to promote its Black Friday weekend sale.

Why it works: This email looks a lot different than the typical Black Friday sale email. There’s an image of the brand’s signature smiling goat, but wearing a holiday hat. These humorous touches are added with celebratory and “mind blown” emojis. 

The email clearly announces the launch of Happy Goat Coffee’s ongoing Black Friday sale while appealing to the emotions of its target audience: coffee aficionados. The straightforward marketing approach emphasizes the sitewide Black Friday sale, but also gives a wink to its upcoming Cyber Monday deals. 

There’s not a lot of copy in this email, but it’s still effective at conveying what Happy Goat Coffee’s Black Friday campaign is all about while also reinforcing the brand’s personality.

How to implement it: Have fun with your Black Friday email marketing strategy. If it suits your brand identity, experiment with unique subject lines for your emails, and try using humorous and relatable images.

4. Ulike’s money-off email

Subject line: Save $130 on the Air 10 Holiday Gift Set! 🎁

What it is: Hair removal brand Ulike leans into a sleek, premium look with this limited-time Black Friday offer, giving customers $130 off its Air 10 Gift Set. The brand uses rich visuals, minimal copy, and a strong call-to-action button to drive urgency and clicks.

Why it works: Ulike focuses on one product (the Air 10) and positions it as the ultimate gift. There’s a clean, festive aesthetic, and the simple code (“BLACKFRIDAY130”) makes the path to a discount at checkout crystal clear.

How to implement it: Create a high-impact visual moment. Use bold, direct messaging and center your promo around one hero product to reduce decision fatigue. Keep the copy tight and clear, and add a festive flair with holiday-themed visuals like snow, ribbon, or sparkles. A strong call to action like “Shop now” helps convert interest into sales.

Black Friday day-of email campaigns

When Black Friday hits, it’s go time. Create emails that cut through the noise and drive action fast. These day-of email examples are all about urgency, clarity, and making your offer impossible to ignore.

5. Detox Market’s free gift email

Subject line: HOLD-UP! Black Friday Sale is HERE?

What it is: The Detox Market offers a free gift to sweeten its tiered discount strategy, making a full-size product available to customers who spend more than $200.

Why it works: Customers are enticed by the promise of a free gift, giving Detox Market an opportunity to highlight various products from their catalog. 

How to implement it: Offer incentives, such as a free gift with a minimum purchase, which can be set up easily in Shopify or with an app from the Shopify App Store. The Black Friday sales give you a reason to contact your customers, so email them with the offer you’ve created. 

6. Pepper’s simple sale reminder email

Subject line: Up to 40% off 😱 

What it is: A simple and well-executed email from bra brand Pepper announcing its site-wide Black Friday event.

Why it works: This email delivers the key elements customers need to know in a snapshot: the brand’s name, when the sale event is happening, the savings amount, and a focused CTA to “Shop now” before the best items sell out. Keeping things simple is often the best way to go.

How to implement it: Take the same simple approach to your Black Friday email campaigns. Have a clear subject line with the sale or discount, and include a CTA that brings customers to your discount landing page. 

7. Bubble’s colorful big deal email 

Subject line: Shop Now & Save Up To 50%!

What it is: Bubble opens with a bold, full-bleed hero banner reading, “This is a really big deal,” paired with a single “Shop the sale” button. They follow it with a product lineup shot, a scrolling “Up to 50% off” banner, and featured product that shows the sale price next to the crossed-out original price.

Why it works: The hero section gives shoppers one message and one action: shop the sale. Showing the discounted price ($17 to $8.50) next to the original makes the value clear without any extra explanation. 

How to implement it: Lead with a bold headline and a single, clear CTA above the fold. Use a lifestyle or product shot that reflects your brand’s visual identity rather than generic stock imagery. Pair your sitewide discount banner with at least one featured product showing both the original and sale price, so shoppers can see the deal in action.

8. Revival’s final day reminder

Subject line: A letter from our co-founder

What it is: Revival sends a personal note from co-founder and CEO Ben marking the final day of their Black Friday sale. The email skips product imagery entirely, opening with a casual holiday greeting before linking to a few specific products (a washable rug, a one-of-a-kind piece, an extra-large rug) and closing with a personal sign-off and a teaser for a new rug launch.

Why it works: The email states a specific deadline, Monday at midnight PT, rather than a vague “Sale ending soon.” Signing the note as an individual founder—rather than the brand—gives the email a different feel from a standard promotional blast. Plus, linking directly to a small number of named products, instead of a generic “Shop now” button, gives shoppers a specific next step.

How to implement it: Write the email as a note from a founder or team member, signed with their name and title. State the exact deadline, including the day, time, and time zone, so shoppers know precisely when the offer ends. Link a handful of specific products within the body text rather than relying on a single generic CTA button.

Post-Black Friday extension campaigns

Black Friday deals don’t have to end on Cyber Monday. Post-Black Friday extension campaigns give you a way to reach shoppers who missed the original sale window.

Just note there’s a difference between a genuine deadline extension and stale urgency. A genuine extension has a real end date and a specific reason behind it, like remaining inventory or a one-time bonus offer. Stale urgency reuses old countdown timers, banners, or “Last chance” language after the original deadline has already passed.

If your campaign claims a final deadline, the landing page, discount code, and email copy all need to match.

9. Sometimes Always’s Black Friday extension teaser

Subject line: A Thank You Note From Jared 🙏

What it is: Sometimes Always sends a casual thank-you email after their Black Friday sale, signed by team member Jared. It thanks customers for their orders, gives a brief update on restocking and shipping, asks customers to tag photos of a bonus item (coffee mugs), and teases one more upcoming Black Friday offer with a sign-up link.

Why it works: Signing the email with a named team member, paired with a photo and bio, makes the note feel like it’s from a person rather than the brand. The shipping update addresses a concern customers are likely to have at the exact moment they’d be checking. Following the thank you with a teaser for an upcoming offer gives customers a reason to stay subscribed instead of tuning out post-sale.

How to implement it: Send a post-sale thank you from a named team member, with a short bio and photo to build familiarity. Include a brief, honest update on order status or shipping delays if your fulfillment is behind. If you have another offer coming, tease it with a specific reason to opt in, and use descriptive anchor text (not “go here”) so the link tells shoppers what they’re signing up for.

10. Nordic Oil’s “Missed out?” campaign

Subject line: -35% for the next 16 hours only! 

What it is: Nordic Oil created a high-impact, time-sensitive email to give customers one final chance to grab a major discount after Black Friday. The brand leans into bold colors, countdown urgency, and a prominent discount code to drive quick action.

Why it works: This email doesn’t waste time. The “35% OFF” headline is massive and unmissable, paired with “16 Hours Only!” to ramp up urgency. The black background, neon yellow text, and hot pink CTA button give it a modern, eye-catching look that stands out in a crowded inbox.

It’s also empathetic, acknowledging shoppers who missed Black Friday and offering a clear solution. The copy is short, conversational, and packed with energy. Plus, the promo code is repeated twice, so it’s easy to find and use.

How to implement it: If you’re offering a short window to save, make it crystal clear with a countdown or time-based phrasing. Keep your email focused on one offer, repeat the discount code, and make the CTA button pop.

Alternative Black Friday email campaign ideas

Not every brand needs to follow the typical discount-heavy Black Friday playbook. These alternative campaign approaches show how you can stand out, whether you’re focusing on values, exclusivity, donations, or simply doing something unexpected.

11. Caden Lane’s gamification campaign

Subject line: Can You Find Them?🔍

What it is: This fun, puzzle-style email from Caden Lane invites subscribers to solve a visual brain teaser to unlock an exclusive Black Friday deal. Recipients are encouraged to reply to the email with the correct answer, creating a two-way interaction that’s rarely seen in Black Friday campaigns.

Why it works: Rather than shouting about discounts, this brand makes the sale feel like a game. This small twist builds curiosity, increases email replies, and adds a layer of emotional engagement.

By turning its Black Friday promo into a micro-challenge, Caden Lane not only captures attention but builds brand warmth and loyalty. It makes the shopper feel involved, like they earned access to something exclusive. Plus, it keeps customers hooked for what’s next: more games, flash sales, and surprise drops.

How to implement it: Get playful. If your audience responds well to creativity or community vibes, introduce game mechanics into your promotional emails. This could be a quiz, a visual puzzle, a “choose your gift” flow, or a scavenger hunt across your site.

12. Patagonia’s mission-driven email

Subject: Black Friday needs a fix

What it is: Patagonia uses Black Friday as an opportunity to encourage customers to repair their old clothes, rather than buying new ones. Instead of trying to woo shoppers in-store with discounts, it entices with the promise of repair workshops and supplies.

Why it works: Most email subject lines during this period include a discount and a deadline to buy, whereas this subject line challenges Black Friday by taking a purposeful approach. 

This Black Friday email strategy aligns with the founder’s decision to transfer ownership of the company to a climate-focused nonprofit. To make this connection clear, the email links to the founder’s letter at the bottom. 

How to implement it: If you’re tired of running the same Black Friday email campaign every year, or your customers have grown to expect the same from you, change things up.

Consider making this year’s Black Friday email all about your mission and values. It could be your opportunity to give a little back while also creating a positive brand image for your online store.

13. Skillshare’s biggest Black Friday sale

Subject line: Now live: 50% off a Skillshare membership 

What it is: Skillshare delivers a bold, vibrant Black Friday email offering 50% off an annual membership. Rather than focusing on urgency or FOMO (fear of missing out), this campaign reframes the sale as a gift to yourself or an investment in creativity and personal growth.

Why it works: The entire email is alive with energy. From the eye-popping color palette to the playful copy (“treat yourself to 50% off”), it feels joyful, not salesy. The email frames the discount around what a membership unlocks: ongoing access to creativity, curiosity, and learning.

It taps into a deeper emotional motivation that resonates with Skillshare’s audience. 

How to implement it: Don’t sell the discount, sell the outcome. If your product improves someone’s life, helps them grow, or sparks joy—build your offer around that transformation. Use color, tone, and visuals that reflect your brand’s purpose and energy.

And if your audience is values-driven or experience-focused (like creatives, learners, or wellness seekers), position your deal as an act of self-care, not another Black Friday bargain.

Small Business Saturday campaigns

Small Business Saturday falls on the Saturday after Thanksgiving, between Black Friday and Cyber Monday. It’s a shopping day dedicated to independent and smaller businesses, distinct from the big-box focus of Black Friday and the online focus of Cyber Monday.

The day gives your brand a chance to highlight what makes it independent and community-connected. These campaign ideas help you connect with customers on a more personal level.

14. Compartés’s personal campaign

Subject line: ✨ A personal note from Jonathan

What it is: This warm, personal email from Compartés chocolatier Jonathan Grahm blends Small Business Saturday appreciation with a soft Black Friday promo. It thanks customers for supporting the brand year-round, highlights the artistry behind the chocolate, and gently reminds them of a 30% discount on select creations.

Why it works: Rather than pushing urgency or discounts upfront, the email opens with a personal thank you directly from the founder. It celebrates craftsmanship, community, and connection, all of which are values that matter deeply during Small Business Saturday.

The discount (up to 30%) is casually introduced later as a helpful reminder, not a hard sell. That gives the message emotional weight without losing its promotional purpose.

How to implement it: Don’t underestimate the power of heartfelt messaging. Let your founder speak directly to your community. Make your email about why you do what you do, and how grateful you are for every order. You can still include a promo, but lead with emotion. 

15. Wondery Outdoors’s thank you campaign

Subject line: Small Business Saturday

What it is: Wondery Outdoors uses Small Business Saturday to deliver a heartwarming thank you message to their community. There’s no flashy sale or discount, only a heartfelt note of appreciation, a joyful group photo, and a gentle nudge to “Shop small.”

Why it works: Instead of focusing on promotions, it celebrates the people who make the business possible: the brand’s customers, its team, and the greater outdoor-loving community. The image of a diverse, smiling crowd adds authenticity and warmth, making readers feel like they’re part of something bigger.

The CTA, “Shop small,” is simple but powerful, reminding customers that every purchase is a vote for independent, values-led brands. 

How to implement it: Use Small Business Saturday to highlight your people, your story, and the community behind your brand. Real photos, personal notes, and honest gratitude go a long way in building emotional loyalty.

If you’re not offering a deal, that’s OK. Focus on why shopping small matters and what your customers are helping you build.

Black Friday email design tips

Mobile devices drove 57.5% of Cyber Monday online sales and 61.6% of Thanksgiving Day online sales in 2025. Design your Black Friday emails for a small screen first, then adapt for a larger format:

• Design mobile-first. Build a single-column layout that stacks images and text vertically, and size your CTA button so it’s easy to tap without zooming.
• Give the email one visual hierarchy. Focus on one headline, one hero image, and one primary CTA above the fold. Save secondary offers and product links for further down the email.
• Only use countdown timers for real deadlines. Make sure your timer reflects the actual end date of your Black Friday sale. 
• Match current design approaches to your brand. Try out bold typography and high-contrast color blocking (like Bubble’s example), or test a personal, text-only note (like Revival’s founder email). See which design trends work best for your brand and with your audience. 
• Preview across email clients before sending. Apple Mail and Gmail together account for nearly 90% of all email opens. Check your layout in both before sending to your full list.

Shopify Messaging lets you schedule sends and set up automated flows, so you can test different send times without manually queuing each campaign.

Black Friday email subject lines and templates that convert

Your Black Friday campaign can have the best offers and the sharpest design—but if your subject line isn’t engaging enough to get a click, then none of those other elements matter.

Inboxes get crowded during Black Friday, and shoppers skim fast. Subject lines between 20 and 40 characters are 45% more likely to rank among the most-opened campaigns, according to MailerLite’s 2025 email benchmark data.

Note that every Black Friday email also needs a working opt-out link that you honor within 10 business days, per the FTC’s CAN-SPAM compliance guide.

Here’s how to write subject lines that stand out and entice customers to open the email.

Subject line formulas and examples

A great Black Friday email subject line doesn’t need to be complicated. In fact, the most effective subject lines are often short, direct, and timely. Here are a few tried-and-tested formulas you can use (swap in your own offer details):

Formula 1: Countdown urgency

Use for weekend momentum, Cyber Monday, or extension emails.

• Your 30% off ends at midnight
• 20% off everything, 3 hours left
• Your Black Friday deal expires at 11:59 p.m.

Formula 2: Product spotlight

Use for early access or launch emails.

• Our bestselling joggers, $19.99 today only
• $10 candles, today only
• Get [product] for half price, Black Friday only

Formula 3: Build intrigue

Use for teaser emails.

• The deal you’ve been waiting for is here
• It’s finally happening
• Our biggest Black Friday ever starts now

Formula 4: Last chance

Use for Cyber Monday transition or extension emails.

• Last chance: 40% off ends tonight
• Last call for Black Friday savings
• Final hours: your exclusive deal inside

A/B testing your subject lines

Use A/B testing to figure out which subject lines work best. It’s a simple way to compare two (or more) versions of your subject line and see which one actually gets more opens.

Here’s how to do it:

• Pick one variable to test. Usually, that’s the subject line itself, but you can also test sender names or preview text. Keep everything else in the email the same so you know what’s driving the results.
• Split your audience. Most email platforms let you send Version A to 25% of your list and Version B to another 25%. Then, after a set period, the winning subject line goes out to the remaining 50%.
• Choose your success metrics. For subject lines, the main metric to watch is open rate. That tells you which line got more attention. If you’re also testing CTA copy or layout, you might look at click-through rate (CTR) too.
• Test early, then scale. Run your A/B tests on early sends or smaller segments before the big day. That way, you can learn what resonates and double down on what works when it matters most.

Tip: Save your winners in a swipe file. What works this year might work again next time.

How to structure your Black Friday email campaign timeline

Shopify Messaging’s Planner view lets you lay out this full sequence on a single calendar—from teaser to post-BFCM extension—so you can spot scheduling gaps or overlaps before sending anything.

1. Pre–Black Friday teasers and list preparation

Get shoppers excited about your upcoming Black Friday event. Create a buzz and give them a sneak peek at the kind of discounts to expect. If you’re not running a sales campaign and instead choosing to focus on activism or mission-driven activity, send an announcement about that, too.

Ideally, send your sale teaser email a few weeks before BFCM and again a few times leading up to the start of Black Friday. Schedule your sales announcement in advance. Tools like Shopify Messaging can help. 

What to include in your sale teaser email:

• When your Black Friday deals start
• How long your Black Friday event will run
• What discounts customers can expect
• Where customers can go to unlock discounts
• Product suggestions based on past shopping behavior

Run through this checklist before your first send:

• Review past campaigns. Check last year’s Black Friday and Cyber Monday emails for open rates, click rates, and which subject lines and offers performed best.
• Test your offers. Send a few discount structures—like percentage off versus dollar off, or sitewide versus category-specific—to small segments before picking one for your full list.
• Clean up inactive subscribers. Remove or suppress addresses that haven’t opened an email in the past 6 to 12 months before your first send.
• Segment your list. Group subscribers by purchase history, VIP status, or engagement level—that way, each group gets a relevant offer.
• Check your unsubscribe risk. Confirm your opt-out link works and that requests are honored within 10 business days, per the FTC’s CAN-SPAM compliance guide.
• QA your landing pages. Click every link in your email to confirm it loads the correct page or product, and that pricing matches your email copy.
• Send test emails. Send a full test to yourself and a few teammates, and open it on both desktop and mobile before sending to your list.
• Verify your discount codes. Confirm each code is active, applies the correct discount, and isn’t set to expire before your campaign ends.

2. Early access campaign

Give your VIPs or email subscribers early access to your sale.

Launching your campaign a few days (or even a full week) early helps you beat the inbox rush and reward your most engaged audience with first dibs on your best Black Friday deals. It builds buzz, drives early conversions, and helps you spread traffic out over more days so you’re not relying on one massive sales spike.

Here’s how to do it: 

• Segment your list. Target your most engaged subscribers, loyal customers, or VIPs who’ve opted into early access. Build these segments from data you already have: purchase history (customers who’ve bought in the past 6 to 12 months), engagement (subscribers who’ve opened or clicked recently), and loyalty program status if you run one. Shopify’s customer segmentation tools let you build these groups directly from admin using filters like total spent, order count, and last order date—without exporting your list to a separate tool.
• Use exclusivity language. Phrases like “just for you,” “early access starts now,” or “VIP preview” create a sense of insider status.
• Open the sale early. Let your early birds shop two to five days before the general public. You can even create password-protected sale pages for extra exclusivity.
• Send reminders. Follow up with a “don’t miss your early access” email or SMS for anyone who hasn’t clicked through.

3. Black Friday launch email

Announce the kick-off of your Black Friday event by sending an email as soon as your discounts are activated. Remind them again where they can tap into the discounts. Suggest a few products they might enjoy, and highlight the discount to boost email engagement and incentivize your customers.

4. Weekend momentum campaign

As the Black Friday sale winds down, continue to drive sales by sending a wrap-up email. Remind shoppers that they still have time to benefit from major discounts and point them to landing pages with popular items through product links. You might add an extra, final incentive at this point, such as a free gift, free delivery, or a higher percentage off to drive more conversions.

5. Cyber Monday transition email

As Black Friday ends, Cyber Monday begins. Start contacting shoppers quickly to remind them the deals aren’t over yet. There’s yet another opportunity to enjoy more discounts on Cyber Monday.

Make sure to highlight what kind of discounts shoppers can unlock, when they can unlock them, and how they can accomplish that. Finally, add a CTA to direct people to your site.

6. Post-BFCM extension campaign

Just because Cyber Monday ends doesn’t mean the sales magic has to end, too. Many brands extend their offers for a few extra days, and shoppers have even come to expect it.

These “last chance” campaigns are your opportunity to re-engage anyone who didn’t buy over the weekend or clear out any remaining stock. Plus, the sense of urgency is even higher, as people know this really is the final call.

Here’s how you can make the most of it: 

• Call it what it is. Use subject lines like “Extended: 24 more hours of savings” or “Black Friday deals end TONIGHT.”
• Keep it tight. Limit your extension to one to three days max. A longer window can kill the urgency.
• Reframe the messaging. Position it as a surprise bonus or thank you, e.g., “Due to high demand, we’re keeping our deals live for one more day.”
• Highlight urgency. Use countdown timers, “selling fast” badges, or time-sensitive copy in your emails and on your website.
• Bonus tip: You can test a smaller flash offer post-BFCM (like “extra 10% off for 12 hours only”) to squeeze a little more juice from the campaign before you officially switch into holiday mode.

Black Friday email automation workflows

Black Friday is a busy time of year, so expect to be juggling multiple marketing efforts simultaneously, including upcoming Cyber Monday and future holiday campaigns. 

Help your campaigns run smoothly by implementing email automations with Shopify Messaging, which has a collection of drag-and-drop templates.

Ready to get going on your BFCM email automations? Here are some additional ideas to get you started:

Abandoned cart recovery sequences

Use an abandoned cart template to win back shoppers who have shown previous interest but, for some reason, haven’t purchased. Remind them that they still have products in their cart and may want to take another look. Tack on an extra Black Friday discount to encourage customers to complete checkout.

Browse abandonment campaigns

Send an automated email when someone has looked at a product, but not yet purchased or put it into their cart. 

VIP early access automation

Automatically send exclusive early-bird emails to your most loyal customers or subscribers, giving them first dibs on your best deals before anyone else. It’s a great way to reward loyalty, drive early conversions, and create a sense of insider status that makes your VIPs feel valued (and more likely to shop again).

Post-purchase and customer appreciation sequences

When a customer makes a purchase on Black Friday, send them an automated follow up that includes an upsell to increase average order value (AOV) and expose them to other products in their range.

Get started on your Black Friday email campaigns

Before BFCM arrives, work through these steps:

• Build your list first if it’s small. Add sign-up forms and early-access incentives to your site now, so you have subscribers to email before your sale starts.
• Segment your subscribers. Group them by purchase history, engagement, and VIP status so early access and offers go to the right people.
• Plan your campaign sequence. Map out your teaser, early-access, main sale, extension, and post-sale thank-you emails with intention.
• Schedule and automate your sends. Use Shopify Messaging to queue campaigns in advance, instead of sending each one manually.
• Test before you launch. Preview subject lines, send times, and discount codes on a small segment of customers before sending to your full list.