38 Slightly Different Black Friday Email Examples (That Actually Get Attention)

In 2025, with tariffs fluctuating, nearly 42% of shoppers in the US are looking for better deals more than ever before.

That’s a huge market waiting for you to crack.

With a number as big as that, Black Friday campaigns can’t be a last-minute effort. 

This is why here are 👇

38 Amazing Black Friday Email Marketing Examples to Inspire Yours (+ some strategies)

An awesome Black Friday email marketing strategy this year can involve something as simple as what shoppers like (eg, freebie samples with every order) or a product image that inspires your customers to prepare for the holidays in advance.

To help you get started on the right note, we’ve compiled 38 killer Black Friday email examples that are creative, fabulous, and most importantly, inspiring. 

JUMP TO:

PRE BLACK FRIDAY

1. Hold surveys before Black Friday – Estee Lauder

2. Ask if they wanna join the VIP Queue for Black Friday Deals – Aquatru

3. Start your Black Friday early, as early as October – Lume

4. Promote a deal bigger than Black Friday – Gld Shop

5. Remind shoppers to mark the dates/calendars – Kyte Baby

6. Show the true perks of loyalty – Swoveralls

7. Give the gift of gift cards – Last Crumb

8. Show a shipping cutoff in time for Thanksgiving Dinner – Crate & Barrel

9. Help shoppers to spend Black Friday better – REI

10. Share early preview passcodes – Melanie Casey

DURING BLACK FRIDAY WEEKEND

11. Build tiered free gifts – Paire

12. Ask for $5 – Cards against Humanity

13. Flip the script with anti-urgency – Casper

14. ‘Spin to get discount’ – Sweaty Betty

15. Add a back-up offer – Stiksen

16. Offer a limited-time compensation for outages – Third Love

17. Frame a free gift as a ‘giveaway’ – Birddogs

18. Let em’ choose their own gift for Black Friday – Fab Fit Fun

19. Show what works best as a gift – Rareform

20. Showcase bestsellers as well as impact – Bird Collective

21. Make the Black Friday purchase really count – Pangaia

22. Send ‘Selling Fast’ alerts – Cotopaxi

23. Upgrade your welcome offer – Athletic Greens

24. Send a price drop alert for items on sale during Black Friday – DXL

25. Offer a one-time only Black Friday subscription alternative – Dewty

26. Send Black Friday daily deals – Spiceology

27. Create ready-to-shop carts – Samuelsohn Factory Direct

28. Show alternate shopping paths – Steve Madden

POST BLACK FRIDAY

29. Continue Black Friday Savings over Small Business Saturday – Craighill

30. Spill over Black Friday excitement to Cyber Monday – GFDA

31. Remind that Black Friday continues with extended returns – Altitude Sports

32. Offer an opportunity to earn the order value back – Onebone

33. Let em’ know about possible delays – Glossier

34. Show how to unlock bundles – NOCS Provisions

35. Amp up urgency – Lou & Grey

36. Remind them about expiring gift cards – Cocoon

37. Keep the momentum going with surprise rewards – Vintage Frames Company

38. Send a 1:1 alert about sales closing – Dungarees

PRE BLACK FRIDAY

1. Hold surveys before Black Friday – Estee Lauder

People plan what they want for Black Friday, even before it’s on the horizon. 

This is exactly why Estée Lauder smartly asks shoppers about their holiday shopping plans in late September, tapping into early Black Friday demand before it peaks:

Key takeaway from this pre Black Friday email:

Ask smart questions in transactional emails to segment shoppers quickly, which will enable you to curate Black Friday deals for each type of shopper in your list.

2. Ask if they wanna join the VIP Queue for Black Friday Deals – Aquatru

Once you know shoppers' Black Friday plans, follow up like Aquatru, offering early access in exchange for a simple text signup – tapping into the need for timely alerts:

Key takeaway from this Black Friday email:

Use early access without an upfront reward to isolate brand loyalists and eager buyers within your email list.

3. Start your Black Friday early, as early as October – Lume

The best Black Friday shoppers buy early, so while most brands wait till November, getting a head start in mid-October is always a good idea. Per Bazaar Voice, October is also the best month to kick off early Black Friday deals.

Here’s an awesome “Black Friday in October” email example from Lume:

Key takeaway from this Black Friday email example:

Show the actual impact of the Black Friday discount codes. Note how the slashed prices in the email show the value of the bundle (not the actual price) – and then show the discounted price, after applying the discount. Also, ensure the codes auto-apply when shoppers click through.

Pro Tip: You can also start early access to Black Friday deals in late July. Term it ‘Black Friday in July’, this way, you can tap into back-to-school as well as end-of-summer momentum.

Need inspiration? Check out 25 last-minute Black Friday deal ideas (+ actual examples)

4. Promote a deal bigger than Black Friday – Gld Shop

Or one that definitely stops the scroll, like Gld Shop’s subject line did, which said “BETTER than Black Friday”

And once inside, the email shows exactly how the deal is better – instead of a 70% on select items on Black Friday, GLD Shop offers 50% off for all items + a free product above $99:

Key takeaway from this Black Friday email:

Ensure your Black Friday email copy addresses objections – note how the email boldly calls out cash shortages before ‘payday’ issues – while showing brand benefit icons to promise easy quick returns with a lifetime warranty and free shipping (also note how the email provides options for getting support).

5. Remind shoppers to mark the dates/calendars – Kyte Baby 

Black Friday can get intense. For you and your shoppers. A ready-made guide, in advance, helps – like the one Kyte Baby sends in their Black Friday email newsletter. 

This way, shoppers are prepped, in terms of what to expect from the brand during November (and actually get notified when sales drop):

Key takeaway from this Black Friday newsletter:

Always aim to cut clutter – like this one does: it starts with a teaser headline, layers in a quick explanation, offers a CTA leading to a pre-sell blog, and then shows image blocks (quickly summarizing what’s in the blog, sale FAQs, and past launches).

Pro Tip: Send two gifting guide newsletters – one before Black Friday begins and one between Black Friday and Cyber Monday. This way, shoppers can accordingly adjust shopping lists.

You must also read: Top eCommerce Email Marketing Trends For 2025

6. Show the true perks of loyalty – Swoveralls  

Most shoppers get just 2 days of Black Friday deals, but Swoveralls gives VIPs the full experience early, and that too, twice. They unlock their exact Black Friday sale (with bonus perks) for 3 days on Halloween:

Key takeaway from this Black Friday email example:

Ensure your actual Black Friday email copy lets VIP shoppers know that the deal for them is simply better than the standard Black Friday deal – or else, you risk losing trust. For example, Swoveralls doesn’t offer cashback on standard orders, and the limited-time early access is a perk itself.

Pro Tip: Start Black Friday in October with a loyalty-first framing. Offer early access as a “thank you” for your best customers, which also aligns with October’s Customer Appreciation Month and helps secure long-term trust.

7. Give the gift of gift cards – Last Crumb 

Not everyone knows what to do with steal deals on Black Friday. 

Instead, give a reward that stays with them beyond Black Friday, as Last Crumb does, in the form of a discount on gift cards, through this loud yet minimal Black Friday email:

Key takeaway from this pre-Black Friday email:

Show the lasting value and utility of recommendations made in your emails – like Last Crumb turns a $1000 gift card (offered at 20% off) into an even sweeter deal by promising to send a free cookie dozen.

8. Show a shipping cutoff in time for Thanksgiving Dinner – Crate & Barrel

Thanksgiving always falls right before Black Friday – so take a cue from Crate and Barrel: use your Thanksgiving Day email to grant early access to Black Friday deals, while promoting fast fulfillment options like BOPIS.

Key takeaway from this Black Friday email example:

Free shipping helps, but arrival time should always be mentioned in your Black Friday emails, as it sways last-minute shoppers. Adobe reports a sharp spike in expedited shipping near the end of November, as shoppers rush to avoid delays.

Do something different this Thanksgiving. Check out:

i. eCommerce Marketing Strategies (and Brilliant Examples) for Thanksgiving

ii. 35 Thanksgiving Email Examples For 2025 (eCommerce)

9. Help shoppers to spend Black Friday better – REI 

Black Friday is better spent burning Thanksgiving dinner calories instead of chasing deals. 

Which is exactly what REI calls to do: spending quality time with the family:

Key takeaway from this Black Friday email example:

If you don’t participate in Black Friday, offer up services in your pre-Black Friday emails – say something like “Lock in Black Friday prices, so you spend Black Friday chasing life, not deals.” This way, not only do shoppers trust more, but you also don't have to increase send volumes during the BFCM weekend. 

10. Share early preview passcodes – Melanie Casey

Got product launches planned for Black Friday?

Take a cue from Melanie Casey’s Black Friday Collector’s Sale email, which essentially separates levels of access by giving VIPs password-protected early access:

Key Black Friday email ideas from this example:

Make sure shoppers know well in advance about product launches during Black Friday. This way, shoppers can actually sign up to get notified. Take Melanie Casey’s example; they started an email series called ‘Diamond Fridays’ near the end of October, leading to the Collector’s Sale on Black Friday as the peak event.

DURING BLACK FRIDAY WEEKEND

11. Build tiered free gifts – Paire 

Confident customers make better and more purchases, according to research from Google. 

But the true genius of this Black Friday email isn’t how the gifts are explained, it’s how it avoids putting the focus on the amount of discount – Paire instead nudges shoppers to unlock gifts on different spend tiers (and maintain AOV in one go):

Key takeaway from this Black Friday email example:

Find smart ways to frame your offers in your Black Friday emails – like Paire makes the email extremely engaging, with the animated GIF, handwritten font, and crisp descriptions, showing why each free gift is awesome. 

BTW: You can use this idea for your Product Page too. Want to know more? Check out 26 best product page design examples (+ expert advice)

12. Ask for $5 – Cards against Humanity

While every email screams “get x% off”, Cards Against Humanity flips the script by saying “give us $5” – instead of saying “$5 sitewide sale”, which is guaranteed to not only drive opens but also to be actually read:

Key takeaway from this Black Friday email example:

Be funny, but not at the cost of being direct – use humor to make your Black Friday emails stand out – use outrageous subject lines like “you wouldn't last 9 seconds with 60%.”  

13. Flip the script with anti-urgency – Casper

While most brands push urgency with countdowns and early-bird offers, Casper flips the script, with just two words, “Choose snooze.” 

They stay perfectly on-brand, encouraging shoppers to relax and wait, with the reassurance that the deal will last through Cyber Monday.

Key takeaway from this Black Friday email example:

You don’t always need urgency – use calm, clever copy to stand out and build trust, especially when it aligns with your brand’s voice and promise. Also, it shows that you can empathize with shoppers.

14. ‘Spin to get discount’ – Sweaty Betty

Who doesn’t love a gamble – especially when it’s all win-win? For you and shoppers, both. 

Interactive content like Sweaty Betty’s Black Friday email can increase click-to-open ratio by 73%, and above all, the rewards add to the tease:

Key takeaway from this Black Friday email example:

Use ‘Unlock mystery gift’ or ‘scratch to reveal deal’ email formats to create teaser emails and drive clicks to your Black Friday sale landing pages.

15. Add a back-up offer – Stiksen 

Running low on stock during Black Friday? Take a cue from Stiksen. 

When their 2-for-1 deal started to sell fast, they sent an email nudging shoppers to act fast and quietly introduced a fallback: 25% off.

Key takeaway from this Black Friday email example:

Hide the price in your Black Friday emails and simply state the offer to drive click-throughs like Stiksen does – note how none of the product listings display the price; instead, they simply show pairings. 

16. Offer a limited-time compensation for outages – Third Love

Outages can happen. Especially on Black Friday, for stores with large lists. 

When ThirdLove’s site went down post-launch, they quickly sent a follow-up email offering $20 off to make up for it:

Key takeaway from this Black Friday email campaign:

Always prep a fallback email sequence for site issues during Black Friday. Retarget those on your list who clicked but couldn’t convert (or just visited your site during that period).

Pro Tip: Segment out shoppers who were able to place an order during the launch – but, reframe it as, “In case you wanted to grab more, here’s FLAT $20 off on any orders above ${AOV}”

17. Frame a free gift as a ‘giveaway’ – Birddogs

Should you do giveaways during Black Friday? Well, yes, if you take a cue from how Birddogs does a 'Bird Protector' giveaway in their Black Friday emails, for all orders of their 'multi-pair' product:

Key takeaway from this Black Friday email example:

Shoppers won’t care about what kind of gift they’ll receive, unless there’s a story that backs up the purchase decision. Whether it’s towards a cause or a hilarious story, your Black Friday emails still have to sell shoppers on the gift. Also, humor paired with storytelling always works. 😂

Read further: How To Use "Giveaways" In eCommerce (Without Looking Desperate)

18. Let em’ choose their own gift for Black Friday – Fab Fit Fun

Ever wondered how to test two Black Friday offers at the same time?

Take inspiration from how Fab Fit Fun does it by offering two types of offers on their subscription options – one a BOGO offer, and the other a slashed price: 

Key takeaway from this Black Friday email example:

Make sure every bulk email sent out for Black Friday campaigns has offers for: shoppers who’ve upgraded and those who haven’t – just like this email does (we also love how the email design neatly divides the two offers using colors and neat visuals).

Pro Tip: Retarget shoppers who didn’t take up either offer, with an automated Black Friday SMS – ask if they saw the email, and if they want support.

Do check: How to Increase Email Marketing ROI (Updated 2025)

19. Show what works best as a gift – Rareform 

With the holiday season right around, people look to buy gifts – and the right kind of inspiration is exactly what helps seal the deal. 

Rareform takes it a step further and shows what products are ideal for gifting, all while showing off new launches, plus a surprise featured deal:

Key takeaway from this Black Friday email example:

Instead of listing 30 different products, show 3 to 4 max. But make them extremely visual as Rareform does. Note how they use animations in their Black Friday email to show different angles of products as well as pull focus to badges on product images.

20. Showcase bestsellers as well as impact – Bird Collective

Armed with a scrapbook-like creative, Bird Collective’s Black Friday email is extremely on-brand, showing various products across the range, all while showcasing the amount they’ve donated to their mission of bird conservation:

Key takeaway from this Black Friday email example:

You need not start every BFCM email with urgency; once in a while, just a subtle reminder works – like Bird Collective does, by simply showing the flatlay, reminding shoppers about why they are signed up to Bird Collective in the first place (and if not, there’s always the footer).

Pro Tip: Most BFCM emails are built with dark colors and opened on phones—so always test for dark mode and make sure your font sizes & colors don’t impact readability.

Hey, have you seen this? 25 Tips to Increase Sales Through Email Marketing (+ Amazing Examples)

21. Make the Black Friday purchase really count – Pangaia

Nearly 50% of shoppers in the US don’t trust Black Friday offers, mainly because the amounts on discounts are just not worth it, plus there’s this perception that it’s just a ploy to clear dead stock – here’s a Reddit thread as proof.

Pangaia reverses the script by making shoppers donate to any of the charities mentioned in the email to unlock the Black Friday discount:

Key takeaways from this Black Friday email example:

👉 Give your discounts meaning. Show shoppers that the products they receive actually make an impact – and that the products they receive are ethically sourced (note how the email talks about offering an extra discount for purchasing recycled product ranges)

👉  Always focus on the level of service, especially during Black Friday – note how the email offers options for gift cards, dates for holiday delivery, and extended returns

22. Send ‘Selling Fast’ alerts – Cotopaxi

Research says nearly 57% of shoppers like being notified about deals in time. So, it’s always good to have ‘alert’ emails as part of your Black Friday email campaigns – like this example from Cotopaxi:

Key takeaway from this Black Friday email example:

You can also use this Black Friday email design to showcase back-in-stock products during Black Friday – just make sure you add stats like ‘sold in x minutes last black friday.’

Pro Tip: If products a shopper interacted with are out of stock during Black Friday, you can also use this email format to send alternatives at a discount.

23. Upgrade your welcome offer – Athletic Greens

Got shoppers who’ve joined your welcome email flow, but haven’t converted yet? Send an email like Athletic Greens does, to give new shoppers the taste of your Black Friday offers:

Key takeaway from this Black Friday email example:

Don’t forget to modify your welcome emails during Black Friday – use this email format to offer discounted subscription options, with free samples – for example, if this email doesn’t perform, you can test a longer version explaining why each free gift is great.

24. Send a price drop alert for items on sale during Black Friday – Destination XL

People who’ve browsed a product before or signed up for price drop alerts are already in the middle of the funnel. All you have to do is send an email like this one from DXL – showing multiple recommendations based on a category a shopper browsed previously:

Key takeaway from this browse abandonment black friday email

Always modify your automated and triggered emails during Black Friday – or you can always modify your bulk emails to include dynamic blocks. You can use those to show abandoned carts – here’s a great example of a block showing an abandoned cart with a countdown and BNPL offer:

25. Offer a one-time only Black Friday subscription alternative – Dewty

In 2025, budgeting is a huge issue for shoppers, with tariffs. This is why a Black Friday email example like this one from Dewty offering a one-time subscription alternative is perfect – note how it offers the pricing of a subscription with per-use pricing:

Key takeaway from this Black Friday email example:

Create separate emails (like the one above) for existing purchasers who haven’t purchased for a while, during Black Friday. This way, you can reactivate them quite easily. Make sure your subject line reflects the same thing too, say something like, “since you haven’t been here a while.”

Pro Tip: People still rely on social media to discover holiday deals (nearly 89% of shoppers who completed shopping before the holidays claimed so). This is why it always makes sense to highlight your social media channels as well as show influencers like the email example from Dewty does (note the UGC and the TikTok banner).

26. Send Black Friday daily deals – Spiceology

A great Black Friday sequence – adjust it as needed, highlight a new member of your staff each day, their recommendations and choices for Black Friday, as Spiceology does:

Key takeaway from this Black Friday email example:

Daily sends let you avoid cramming everything into one email—perfect for Black Friday week, when inboxes are overloaded. Just telling one small story per email (like a staff pick as Spiceology) adds personality without fancy automation. It feels fresh in a sea of “SALE SALE SALE.”

Pro Tip: Start your Black Friday email sequence with your biggest discount or limited bundle (early shoppers always snag the best value deal) and end with discounts for products across your range (which creates the effect of payoff for those who stuck with you all week).

Want to plan something exciting? Check out Limited Time Offer: 10 compelling examples + how to copy them

27. Create ready-to-shop carts – Samuelsohn Factory Direct

Instead of making shoppers search for the perfect fit, or just saying “Buy More Save More”, Samuelsohn Factory Direct backs up the purchase decision with three ready-to-shop carts. They just don’t stop there; they also show the exact percentage of discount on each item:

Key takeaway from this Black Friday email example:

Shorten the decision path by offering ready-to-checkout bundles in your Black Friday emails – like Samuelsohn Factory Direct does (note how each bundle describes why each “cart” in the email is a great choice).

28. Show alternate shopping paths – Steve Madden

Most Black Friday emails start looking the same after a while, but Steve Madden’s doesn’t. Instead of flashy design, they focused on value. 

Note how this Black Friday email shows unique products for each foot size – this way, if a shopper likes either, they can just click on the size to get the product displayed above in the required size – or click on the product, to select a size:

Key takeaway from this Black Friday email example:

Help shoppers skip the disappointment of not finding products on sale in their size. Segment or dynamically populate emails based on size availability to make clicking worth it.

Pro Tip: If you collect geographic location in your lead capture pop-ups, use it to offer personalized shipping timelines in Black Friday emails.

POST BLACK FRIDAY

29. Continue Black Friday Savings over Small Business Saturday – Craighill

Tariffs are driving prices up this Black Friday, but shoppers are willing to support brands that manufacture locally, so use Small Business Saturday like Craighill does to shift the spotlight to your values, your craft, and how you're still showing up with a discount:

Key takeaway from this Black Friday email example:

Tariffs are going to impact Black Friday sales in 2025. According to eMarketer, 43% of adult shoppers in the US have already seen increased prices, and imported goods aren’t going to get any cheaper. On Small Business Saturday, apart from showing how you’re maintaining ‘pre-tariff prices,’ show what goal you’ll need to hit so you can keep serving these prices.

30. Spill over Black Friday excitement to Cyber Monday – GFDA

Who says you can’t match your email campaigns for Black Friday and Cyber Monday? Take this hilarious yet extremely Cyber Monday email example from GFDA – all they do is slash stuff out and use text inserts wherever necessary:

Key takeaway from this Black Friday email example:

You need not reinvent an entire personality for Cyber Monday – all you can do is simply let shoppers know “Black Friday now has a Cyber Monday upgrade – grab it while it’s still here.”

Don't forget to read Cyber Monday eCommerce: 12 *Last-Minute* Hacks to Boost Conversions

31. Remind that Black Friday continues with extended returns – Altitude Sports 

After Small Business Saturday, you can either give early access to Cyber Monday. 

Or you can send an email like Altitude Sports to handle customer objections and let em’ know that the Black Friday sale continues – note how the email not only provides shopping paths but starts off with a price match guarantee claim along with extended returns till January 10th:

Key takeaway from this Black Friday email example:

Use this email for those new to you and those on your email list haven’t converted on your previous black friday emails – note how Altitude Sports not only covers shopping paths, but also shows how members can also get more off their orders.

Pro Tip: Always cover shipping news in your Black Friday emails, because they are that important – note how the example covers an update about how orders will be on time, despite strikes in Canada. 

32. Offer an opportunity to earn the order value back – Onebone

During the final hours of your Black Friday sale, do what Onebone does: pair personalization (shows a featured deal) with a reward tease (like a $100 gift card) to trigger impulse buys, while keeping support on standby to nudge hesitant shoppers across the line.

Key takeaway from this Black Friday email example:

Personalization isn’t just about product recs and a support option. Onebone makes the email feel one-on-one by including a fit calculator and linking to their podcast. 

33. Let em’ know about possible delays – Glossier

This way, you earn trust and not risk order cancellations – Glossier plays with humor about shoppers not knowing what to do with order confirmations, but also lets shoppers know that, because of Black Friday, shoppers may just not see all emails from Glossier:

Key takeaway from this Black Friday email example:

If you run into delays, let shoppers know early on and offer ready support options in your emails, like live chat or call number – or opt for alternate shipping options, like pick up in store.

Pro Tip: Always add an option like “sign up for text, to not miss any order updates and an extra $X off on your next order.”

34. Show how to unlock bundles – NOCS Provisions

If shoppers haven’t converted on your Black Friday offers, send an email like Nocs Provisions does. Apart from mentioning ‘last chance,’ they walk shoppers through visually, on exactly how to unlock bundle items:

Key takeaway from this Black Friday email example:

Just because it’s a sale email, doesn’t mean you skip using social proof – or explaining how to get hold of offers. This is why this email appeals to all ages, by being extremely easy to read, note the zig-zag pattern (mimicking how we read), and large fonts in caps.

35. Amp up urgency – Lou & Grey

The moment you see this Black Friday marketing email from Lou & Grey, you’re hooked into the ticking clock.

People, by nature, like being a part of things and do not want to miss out—a ticking clock plays on that by creating a sense of urgency.

Key takeaway from this Black Friday email example:

Use your final sale closing email to recap – say something like, “Here’s what you missed. But here’s what you can still grab” and then show a clean visual grid of products and bundles that sold really well, and then show variants or similar products that are still in stock. Note how Lou & Grey’s CTA is “find a store.”

36. Remind them about expiring gift cards – Cocoon

Ever wondered how gift cards can drive referrals as well as sales? Check this Black Friday email example from Cocoon, where they remind shoppers that their infinitely shareable e-Voucher worth $100 is expiring:

Key takeaway from this Black Friday email example:

Use this Black Friday email’s e-voucher as a tactic to re-engage shoppers who’ve not purchased for a while. 

Don't forget to read: 30 Best Email Marketing Examples In eCommerce (2024)

37. Keep the momentum going with surprise rewards – Vintage Frames Company

We’ve seen how featured deals with surprise rewards can help close sales after Black Friday. Here’s another example from the Vintage Frames Company, where they not only send daily deals on collections, but also share an opportunity to win a complete refund of orders:

Key takeaway from this Black Friday weekend email:

Tie your Black Friday email and social strategy together—like Vintage Frames Company, use your email to drive traffic to live events (like an IG livestream), while using your community to grow your list and build loyalty.

38. Send a 1:1 alert about sales closing – Dungarees

Not everyone buys during the weekend, or for that matter, sees your emails. But here’s how you ensure they open your email and remember you – send a “going off coms now” email, like Dungarees does. 

They use a very transactional email like subject line “a quick update from the team” to drive opens, and within it contains a thank you note, with some really cool updates and perks:

Key takeaway from this Black Friday email example:

When Black Friday ends, do what Dungarees does: send a plain-text email that cuts the fluff, acknowledges the mayhem inboxes go into, and gives shoppers a genuine heads-up on what to expect next. We really dig the weather updates 🙂

10 Black Friday Email Subject Lines That Convert Like Crazy

1. Our Black Friday Deals are 🔥🔥🔥

2. Black Friday: 20% off all your favorites ❤️

3. Early Access on Black Friday Sale 😍

4. Btw, our bestsellers are in Black Friday.

5. 🦷 Save up to 50% off for Black Friday!

6. Your Personal Black Friday Starts NOW 🔥

7. Black Friday pricing without the wait

8. 🚨 We're starting our Black Friday Sale crazy early 🚨

9. Plan Ahead. Prepare your Black Friday Cart

10.⏰ Less than 30 days to go! 💨

Black Friday Email Marketing Strategy 101

1. How do you write an email for Black Friday? 

Here is a checklist for writing a Black Friday email that gets the conversions — 

a) Write a subject line that makes heads turn 

A subject line that conveys urgency, surprise, or curiosity is likely to make shoppers click on your Black Friday email. 

For instance, here is a subject line from Columbia Sportswear for a Black Friday sale, which sounds so much like an alert that shoppers are compelled to click: 

“Price drop on your favorites”  

Another example focusing on the theme and the occasion. This doesn’t sound salesy, so customers are highly likely to click. 

“The North Face Gets Vibey + Early Black Friday Deals Not to Miss”

Remember to include words such as “Last day”, “Last call”, “Exclusive”, “free shipping”, and “easy returns”, etc, that grab a shopper’s attention among a ton of emails in their promotions tab. 

b) Make the Black Friday email copy appealing (Use the PAS framework) 

Using a copy that follows the Problem-Agitation-Solution framework is a smart approach to ensure that the click-through rate for your Black Friday Email Campaigns is high. 

Here is an example of Withings using the PAS framework in its Black Friday Email strategy. 

Let us break it down for you. 

Tomorrow is too late refers to the problem. It conveys that last-minute shoppers need to hurry because the offer ends soon. 

Thought you’d want to know that our best deals of the year end in a few hours. Is the agitation. It provokes a shopper to take action. 

Now is your last chance to enjoy them! is the solution. The email is using reciprocity where it's making it easy for shoppers to grab the offer with just a click.

You might also like: eCommerce Email Copywriting: 20 Game-Changing Tips

c) Use nudges + visual cues 

While nudges like free shipping, price guarantee, and easy returns are effective persuasive tactics, images bring products to life. Adding visuals with bright colors increases customers' desire to read by 80%. 

Here is a Black Friday email marketing example from Article. 

It offers 45% off plus free shipping on $499 and above. Percentage discounts work well for prices under $100, while free shipping on minimum order fulfillment encourages customers to spend more to qualify for free shipping. 

A free shipping baseline should be 30% more than the AOV. This covers the shipping costs, along with driving the customers to qualify for free shipping. 

2. How do you announce Black Friday sales through email marketing? 

Announcing Black Friday sales needs to be a step-by-step process. Here are a few things that you can do — 

a) Offer a glance into Black Friday sales

Consider you’re a few days away from Black Friday. The ideal way to get started is to offer a glance at the Black Friday sales to build excitement. 

b) Give them something to look forward to (New Product Launch)

Like a new product launch, free gifts, limited edition bundles or you can always make it a mystery. 

Mystery and new things get humans excited. This Black Friday, why not release a new product to help build excitement and buzz? 

You'll love to read: 25 Product Launch Email Examples That Drove Massive Sales (+Templates)

c) Make them a part of an elite group (Offer VIP discounts) 

When they get special benefits, they are most likely to make use of it. Offering VIP benefits is a persuasive tactic to get customers to buy.

3. When should you send Black Friday email campaigns? 

Your Black Friday email marketing strategy should be divided into phases — 

a) The lead-up  

Customers start shopping for Black Friday as early as October. They are in the primary stage of their search and are open to recommendations and suggestions. 

This is a good time to open the conversation with early access deals or early bird offers. 

b) The craze 

During the two weeks leading up to Black Friday, customers look for specific products and brands. 

This is the right time to use it to send behavioral and personalized emails. Make sure to offer in-time delivery before Black Friday. 

c) Final call 

With the holiday gifting season around the corner, customers start looking for last-minute deals and Cyber Monday offers. In the last decade, Cyber Monday has become a Cyber Week. 

At this stage, customers are eagerly looking for last-minute deals. Ready to ship and in stock are the two nudges that work well. 

Hush Puppies sends a Black Friday gifting email that offers 40% and 20% off in select styles and sale items. The promo code BLACKFRIDAY will compel customers to purchase as promo codes equal happiness for customers. 

4. When should I start promoting for Black Friday? 

Your Black Friday email marketing campaign should start at least in mid-October or in early-November. The best shoppers have started shopping 1 to 2 months in advance, according to research from Numerator. 

Before that, you need to group and segment your highest spenders, cart abandoners, and discount-only shoppers to start the campaign. 

From emails, social media, push notifications, and paid ad campaigns, this data can be used to personalize your Black Friday campaign. 

The goal must make enough conversions from the highest AOV customers for your Black Friday campaigns so you have a decent outing. 

5. What makes a good Black Friday email idea? 

The measure of a successful campaign includes whether you achieve your KPIs. Here are the key metrics you need to analyze — 

a) Online conversion rate 

Your online conversion rate is a good indicator of the sales you were able to make during the campaign. If you measure the conversions your campaign has been able to make on average. 

Here are three questions you should ask yourself: 

• Were you able to meet your target? 
• Were you able to sell all the inventory? 
• What’s the ROI you spent on these campaigns? 

b) Top traffic sources 

Your top traffic sources will help you understand if they were able to generate relevant traffic to your store. If the number is on the higher side, you have scored a win. 

Here’re a few questions you need to ask — 

• What’s the CAC? Has it increased or decreased? 
• What’s the ROAS for paid campaigns

c) Average Order Value 

Your average order value should be able to cover shipping costs. Either way, you need to ask which geographical region contributed the most to your AOV. It’s worth noting that even regions with AOV can help you assess the things you are getting wrong and what you can do to improve the same. 

6. How many emails should be sent during Black Friday? 

Honestly, there’s no absolute number. You’d want to decide after a mix of emails, including: 

a) Early access offers

‍ Send these emails in late October. You’d want to take a look at your open rates and click-through rates, which are unsurprisingly lower than the average. It’s interesting to note that the Black Friday email open rates saw a 6% increase while the clickthrough rates grew by 4%. 

Analyze what went wrong. Take a look at last year’s data and draw inferences. 

b) Teaser emails‍

Send teaser emails in the first week of November. Build anticipation. 

c) Limited-time offer emails

‍ Start generating customers’ interest with your limited-time offer emails. Use a countdown timer, led by copy. 

d) Cart abandonment emails

Cart abandonment emails have a great shot at reclaiming lost sales. With a 34% open rate and 9% click-through rate. Plus, the cart abandonment rate of 79.88% was slightly lower than the average rate of 80.68%. 

Winding up, we recommend you send at least 3-4 emails by it spacing out by a week.

Remember, the best time to send Black Friday emails is between 4:30 AM to 10:00 AM during the Black Friday weekend – or between 10 AM to 4 PM on normal workdays, on the weeks leading up to BFCM. Research shows 1 in 3 shoppers kickstart their Black Friday shopping between the hours of 5AM and 10 AM.

Transform Black Friday Email Marketing Into A Revenue Machine

Most eCommerce store owners don’t see email as a serious revenue stream.

Ask them about the importance of email marketing, and you'll hear: “we don’t really have a major strategy,” “we mostly use generic templates,” or “we just send emails to people on our list.”

BUT AT THE SAME TIME:

There are stores out there that drive 30%+ of their revenue from email marketing.

Engage can help you do the same - Book a free demo.

We’ll show you:

• workflows we can create for your store,
• proven ways to drive 30% or more $$ from email alone, and
• successful templates and strategies from your industry (and others).