The biggest discount/offer holiday of the year just around the corner. It’s time to finish preparing your Black Friday email strategy. If you’re strapped for ideas, we’re here to show you some of the best Black Friday email examples and why they work with audiences and drive conversions.
Why Black Friday Email Marketing Matters?
If you need some “reasons for the season” for why you definitely shouldn’t miss out on Black Friday email marketing this year:
- Approximately 87.2 million US consumers did their online shopping on Black Friday in 2022.
- Consumers spent 6.9% more on Black Friday in 2022.
- Black Friday emails have 20-30% higher open rates than average emails, and 10-15% higher click rates.
- Generally, the highest open and click rates occur on holidays – averaging 21.8% vs 19.4% open rates, and click rates of 9.4% vs 8%.
Black Friday shopping has steadily grown over the years – reaching nearly $10 billion in 2023, up from less than $2 billion in 2013!
Beyond that, 2023 studies show that the majority of US shoppers prefer purchasing via an online store than going to brick-and-mortar stores.
Combine the two – holiday season spending and eager online shoppers – and it’s just a big waste of money not to launch a Black Friday email campaign.
5 Pre-Black Friday Email Marketing Campaigns
You might have noticed that Black Friday Sales are starting earlier and earlier every year, so it’s not just about the day itself anymore. So whether you’re starting your big sale early, or waiting until the big, those pre-Black Friday email matters, too.
There are lots of ways you can treat the days and weeks leading up to Black Friday. Regardless of whether you officially start early or simply are setting the stage for the big sale, your potential customers need to know what’s coming.
Here are some pre-Black Friday email examples that can plant the seed with your audiences – or get them to spend even before the day of.
1. Brigeo Hair: Early access
Subject line: VIP ACCESS: 30% off sitewide! ✨
Why wait until the last minute? Brigeo’s pre-Black Friday email invites subscribers to start spending early.
The message itself works on several levels:
- Since the sale starts early, people may feel that if they wait too long, their favorite products may go out of stock. This can incentivize faster purchase decisions.
- The email makes subscribers feel special. It’s “VIP access,” after all!
- The Black Friday email design is also attractive – the colors work for the brand and product (soft shades of pink and purple paired with cosmetics), and the main message – the 30% sitewide discount – is prominent enough so no one will miss it.
The button at the bottom of the design stands out thanks to color contrast, and contains some unique copy – “I WANT IT” is pretty bold and emphasizes people’s desires.
Pro tip: To make sure you don’t waste any time or opportunity with your Black Friday campaign, use the help of an expert email campaign management service.
2. As Above: The Black Friday sale starts on Thursday
Subject line: BLACK FRIDAY! IT’S ALMOST TIME 🖤🎁
As Above combines smart copy with a characteristic design. Like the previous email example, this one makes the receiver feel special by giving them early access. However, unlike Brigeo, As Above plays with this slow burn, building excitement and anticipation, by inviting the receiver to check their inbox at 10 AM on Thursday.
It’s sort of like gamifying Black Friday discounts. It comes early, but not just now, check back in for more information – which works!
The call to action button (“get your wish list ready”) gets people to engage with the website before their purchase.
The design is also great, reflecting the brand’s witchy aesthetic. Beyond that, it’s consistent, easy to follow, and not crowded. You don’t want to be drowning your audience in too much visual and verbal information.
Pro tip: For best results in everything from copy and design to coding and audience segmentation, consider working with an eCommerce email agency with a proven track record.
3. Bdellium Tools: The countdown
Subject line: 👇𝗕𝗟𝗔𝗖𝗞 𝗙𝗥𝗜𝗗𝗔𝗬 – 1 WEEK AWAY👆
Bdellium Tools used a countdown to Black Friday email to get people excited. It gets the sale and the brand on people’s minds as countdowns signify the coming of a big event.
The design is dynamic, with the countdown timer slowly running out. It gets people on the website to browse through products and bookmark those they’d like to return to.
The “sign up for VIP texts” CTA button adds an channel expansion element while enabling subscribers to stay on top of sales and promotions via text. This can work especially well if you’re also looking to promote your SMS marketing campaign.
Pro tip: If you’re struggling to get your emails read, there are some steps you can follow to improve your average email open rate, especially on Black Friday.
4. Dewy Hours: Offer goodies in return for sign ups
Subject Line: A hint for Black Friday 👀
Another great example of using email to get SMS opt-in, Dewey Hours gives recipients a sneak peek into their pre-Black Friday deals.
It sets the stage for the big sale and creates clear expectations with customers. There’s specific information regarding the time of the sale and the discount percentage customers can expect.
It also does a good job by making the CTA clickable, offering a gift for an SMS sign-up.
Pro tip: A strong CTA makes a world of difference. Read up on how to amp up your email marketing CTAs with my expert guide.
5. Shyne: Buy 3, get 1 free
Subject Line: BLACK FRIDAY | Exclusive Early Access 🚨
There are two big things going on here: the early access discount and a buy-3-get-1-free deal. So, the motivation to convert is doubled – get early access before items run out of stock, and get an extra item for free. The design and copy are both really on-brand and suitable for the target audience.
Another cool thing is the social media buttons at the bottom of the email, as they increase the chances of cross-channel engagement and social media shares.
Pro tip: Using a tone of voice that resonates with your target audience is the key to good email copy.
10 Top Black Friday Email Examples
The day has come. That one Friday of the year that retail workers and coders detest. But hopefully, your website’s ready for all the incoming traffic!
Next, here are some great Back Friday email examples that are sent on the day of.
1. DEUX: Standing out with simplicity
Subject line: THE SHORTEST MAIL YOU’LL GET TODAY
Plain text email can be a great way to disrupt the flow and get people to pay attention. DEUX leverages this approach extremely well.
First of all, it stands out.
It probably is the shortest Black Friday email recipients will get. However, things that stand out grab the reader’s attention, getting them to think about your brand. This is vital, especially on Black Friday when their inbox will likely be flooded with similar messages.
The copy is humorous, personal, and to the point. Sometimes, less is truly more.
Pro tip: The holidays are a good time to sound genuine, authentic, and personal. Read up on how to write heartfelt Thanksgiving emails to stay on your customers’ good side.
2. Mejuri: Know your audience
Subject line: Girl math is…
With this email, Mejuri is not only staying on-brand but they also know exactly who they’re talking to. The subject line “Girl math is…” clearl addresses the audience and is self-aware of the fun it’s poking.
The line “When everything’s 20% off, not buying what you want is kinda like losing money,” further plays on the stretched-logic arguments we tell ourselves to justify spending money.
Design-wise, the email doesn’t crowd the screen but allows recipients to see the product and choose whether they’d like to shop online or in-store.
Pro tip: Jewelry email marketing is really an interesting niche – so if you’re on the lookout for ideas, look no further.
3. Curlsmith: Create a sense of urgency
Subject line: ⏳ HOURS LEFT: Last chance for up to 40% off!
Sending multiple emails on Black Friday is a good idea. This Curlsmith reminder informs recipients that the clock is ticking, creating a sense of urgency and increasing the chance of higher click-through rates.
They’re essentially saying “Black Friday’s almost over, are you sure you don’t want to get that product that you otherwise want, and would normally have to buy for way more money?”.
The copy is straightforward and makes it clear what shoppers can expect. Plus, I like that the design is clean, allowing each element to be distinct and noticed by readers.
Pro tip: Creating a sense of urgency is paramount in some cases, like with discount and abandoned cart emails.
4. Club Huey: Play to your strengths
Subject Line: ✿ Black Friday is Here ✿
One of the big selling points of Club Huey is the family behind the business – a couple and their pup, whose name the brand carries.
And, of course, people love pets – especially dogs and cats. So when suitable, playing on their cuteness factor works! It creates a warm and inviting email which does a good job at pulling on readers’ heartstrings and getting them to trust and purchase from the brand.
Design-wise, this Black Friday email example has a clear color palette, sticks to the brand’s character, and is direct without being wordy.
5. Beardbrand: Break the norm
Subject line: It’s Black Friday. Big whoop.
Beardbrand takes a different approach to Black Friday deals – which I love! Instead of screaming “SALE!” and bombarding readers with endless deals that expire within a couple of hours, they have a much more laid-back take on one of America’s biggest online frenzies. They’re basically saying “Hey, Black Friday is overrated. Go enjoy your life and we’ll still be here until November 29th.”
It’s a clever strategy. It encourages customers to buy more without feeling the ‘usual’ pressure associated with Black Friday mania, effectively highlighted by the sliding discount scale. It grabs the reader’s attention and gives them a reason to come back and shop later.
6. Mate: Create a sense of urgency
Subject line: INVENTORY REPORT 📈📉💲
This Black Friday email example creates a sense of urgency with shoppers. It suggests that if they put off their purchase any longer, their favorite products may run out. Plus, the subject line and text at the top of the email (“Going, going, (almost) gone!”), back up this idea.
It’s a good reminder email that encourages people to take the plunge. Design-wise, the email is on-brand and clean, emphasizing the discount amount and that items may run out of stock if the reader keeps procrastinating.
7. Impala Skate: Reminder email
Subject line: LAST CHANCE: BLACK FRIDAY SALE!
As per the subject line, this reminder email was sent towards the end of the day. The copy does a good job of emphasizing how attractive the discount is. The design is clean but has everything you’d want to know – from details about the sale to the brand’s style. The CTA is easy to find and simple yet clear.
Pro tip: Not sure how to design an email? Read up on the best email design practices for inspiration.
8. Blume: Use interesting graphics
Subject line: Psst, want first dibs on Black Friday???
Blume takes a pretty casual approach with this Black Friday email campaign. It works because it’s relatable: mobile phone, text messages, emojis. It creates a more personal connection with the reader, like having a chit-chat between friends.
The main goal is to get readers to sign up for text alerts, which promise subscribers exclusive “dibs” on Black Friday deals. It’s a great way to build anticipation, create a sense of urgency, and make those in the know feel extra special and exclusive.
It’s a clever strategy to reach out to customers directly on their phones. However, it might not work for everybody as some people prefer traditional email marketing or might not want to provide personal contact information.
9. Kōv Essentials: Yes, more urgency
Subject line: WE ARE SELLING FAST
Kōv Essentials sent out an email during Black Friday to let customers know what items have already sold out, creating a sense of urgency (a common theme for these types of emails).
Adding the sold-out pieces to the design is also a good idea, as it lets customers see:
- What they’re missing
- The style of the brand
Additionally, by making the product images clickable, readers can easily and quickly shop for these items, creating the same type of effect as a CTA.
Pro tip: There is such a thing as too many Black Friday emails. We cover this in more detail in the tips below!
10. Usual Wines: Straight and to-the-point
Subject Line: This is Black Friday, as Usual
Sometimes, all you want is simplicity and this email does that perfectly. The subject line is a play on the name of the brand, making it stand out.
The email itself is so simple and in an inbox filled with overwhelming text, emojis, and exclamation points, it just works.
We’re having a Black Friday sale. 22% on all wines. Discount applied at check-out. Here’s your CTA button.
That’s all the reader really needs to know.
Pro tip: While it always helps to see what your competition is doing, sometimes it helps to do the opposite to stand out. Alternatively, you can see what competitors are missing, and fill in that space for your customers.
5 Post-Black Friday Email Ideas
The big day has come and gone – but that doesn’t mean that your campaign is over.
Here are some post-Black Friday email examples that, similarly to abandoned cart emails, give customers one last chance reminder to secure their purchase.
1. DEUX: Extended sale inventory report
Subject line: INVENTORY REPORT 📈📉💲
We’re back to DEUX with another simple yet smart email that gives recipients an extra shot to enjoy a Back Friday deal.
The text in this one is really relatable and helps connect with the reader – “procrastinating like the rest of us” is a good way to say “ we’re just like you”. It’s personal and friendly, which works well when delivering your other marketing messages that will follow.
The detailed information on what items are still available, which are nearly sold out, and which ones will be restocked/not restocked works on two levels:
- It creates a sense of transparency and saves the reader’s time. They won’t have to go to the website only to learn their favorite snack is out of stock.
- It also creates a sense of urgency. This item is almost sold out – now’s the time to buy it for 25% off!
The design is simple but gives recipients all they need.
Pro tip: Design is really important for any sort of email. You can read up on our email newsletter tips & trends for some insider info.
2. Ring Concierge: Extended sale
Subject line: We EXTENDED 30% OFF →
While this is technically a Cyber Monday email for a sale extension, it works for Black Friday email campaigns too.
These big holiday shopping sales are hectic, for both eCommerce stores and customers trying to bag the best deal, so adding an extra day is a good idea to allow shoppers to enjoy the discount.
The design is also spot-on given that the brand’s product is jewelry – black, white, and a bit of glitter.
Pro tip: Don’t forget about Cyber Monday campaigns (or an entire Cyber week) if you want to capitalize on holiday spending. This is also a great way to move some of your extra stock.
3. Christy Dawn: Highlight final discounts
Subject line: ⌛ Final Hours | Up To 70% Off Ends Tonight!
Christy Dawn’s final email in their Black Friday marketing series sets the tone for urgent last-minute purchases. The subject line piques interest and upon opening the email, the reader is greeted by an oversized “Up to 70% off sitewide” headline.
The email includes various high-resolution product images, highlighting the items that are on sale. These images are coupled with different sliding scale discounts with two prominent call-to-action buttons at the page’s start and end. These are strategically placed for maximum exposure, encouraging readers to take (last minute) action.
Pro tip: Strapped for ideas on who to send these emails to? We got you with these 30 strategies for email list building.
4. Booty by Brabants: Set the stage for a Cyber Monday sale
Subject Line: Your Black Friday favorites 🤩
This Black Friday email example sets the stage for the other popular discount holiday: Cyber Monday. Sharing Black Friday top sellers can help incentivize buyers to bookmark those products for Cyber Monday.
It also works as an extension on the discount since the two dates are so close together (this year, Cyber Monday is December 2, 2024).
The design is great, showcasing the bestsellers and letting a broad audience – people with different bodies – know they’ve got something for everyone.
Pro tip: For your emails to reach the right audience, be opened, and drive conversions, there are many aspects to consider. Read our guide on 30 proven email marketing best practices to learn how to design a successful email campaign.
5. Kimai: Sale Extended On User Demand
Subject line: Our 20% offer extension ends at midnight.
Kimai takes Black Friday weekend beyond the weekend. It’s another extension email, but this time, the extension is granted upon the request of buyers. This makes it seem like the brand is really listening and responding to what its audience has to say.
The email is very personable and allows consumers to reach out with questions or ask for advice. This goes a long way in helping to establish customer trust and loyalty. Overall, it does a great job of showing buyers that this brand cares about them.
Plain text works well here. It gives the impression that the founders (Jessica and Sidney), wrote this email themselves, from their personal accounts. Again, this builds that personal connection with the reader.
Pro tip: Personalization goes a long way. Learn more about email marketing personalization tactics that actually boost revenue!
How to Craft a Killer Black Friday Email Marketing Campaign: Best Practices
Did these examples give you some inspiration for your own campaign and how can you use the period around this big discount holiday to drive conversions? Good!
Now, we’ll get into the details of how to build your Black Friday email marketing campaign for success.
1. Segment your audience for targeted messaging
Personalization is huge in marketing, and segmentation is a vital part of it. Email segmentation divides your mailing list into smaller groups based on certain criteria, like sex, age, interest, location, etc.
By breaking it up into smaller pieces, you’re actually broadening your audience. For example, consider my reference to using pop culture. If you’ve segmented your audience based on age, you could use different films/TV shows/figures that are popular for each generation.
2. Utilize a Black Friday email template
From what we’ve covered so far, you can see that your email design should be on-brand, not too crowded, and should place emphasis on the most important information – time frame, discount, website, etc.
If you’re using an email marketing platform like Klaviyo or Mailchimp, you can use one of their pre-made templates to streamline the design process.
Alternatively, you can let our professionals at InboxArmy design your Black Friday email templates for you with our Custom Email Template Design Service.
3. Craft compelling subject lines
Remember, this is the first thing that people see in their inbox (outside of who the email is from). It better be good!
Good Black Friday subject lines should:
- Let people know what the email is about (i.e. Black Friday sale)
- Create a sense of urgency (i.e. the time frame is limited)
- Be unique and catchy (i.e. humorous, personal, authentic)
Here’s an example of a post-Black Friday subject line that uses all three aspects: Who says Black Friday has to end on Friday?
4. Personalize your email content
You need to know your audience to know who you’re talking to and how best to convey your marketing messages. Additionally, adding personalization elements to your emails is a surefire way to get them opened and read.
For example, you can:
- Address your subscribers by their first names
- Suggest products based on their previous purchases
- Offer special discounts to thank them for being loyal customers
5. Create a compelling offer
The text in your email is super important and it needs to make your audience an offer they cannot refuse. Essentially, you need to provide value to audiences.
You saw from some of the pre-Black Friday email examples, for instance, how brands entice customers to start shopping early by offering a free item or gift.
6. Create urgency with time-sensitive offers
Black Friday is one day. If you choose to offer an early sale or extend the sale throughout the weekend, make sure audiences know this! Countdown emails are a good way to remind customers that there’s limited time to get that discount.
But urgency isn’t just about the time – it’s also about the supply. Like the emails I shared where brands let recipients know what’s out of stock, what’s still in stock, and when they can purchase it for a discounted price.
7. Include strong calls to action (CTAs)
I’d share similar tips I generally share about crafting successful email CTAs:
- Keep it short
- Keep it clear
- Consider using the discount %
- Create a sense of urgency
- Use strong, active verbs
An example that combines all these elements is: “Shop 30% OFF Today”
Most of the CTAs of the examples above include “shop” and the discount percentage. It’s not a coincidence!
8. Plan your email schedule strategically
Start sending your Black Friday emails ahead of time.
Pre-Black Friday emails can serve several purposes:
- Announce what’s coming: date, discount, items, etc.
- Make an early sale offer
Then, there’s the day-of Black Friday email that:
- Reminds recipients about the discount
- Creates a sense of urgency
Finally, the post-Black Friday email may:
- Extend the discount
- Share the best-sellers
- Announce the next big sale
If you send emails that fall under these categories, you need to space them out to avoid overwhelming your audience and ending up in their spam folder. But at the same time, you need to send enough reminders that’ll keep your sale top-of-mind.
While there’s no one right time to send an email, some guidelines would be:
- Consider what times have worked optimally in the past
- Announce the sale in the morning
- Send reminders closer to the end of the day
5 Black Friday Email Templates
I gave you the examples, I gave you the tips. Now, onto templates you can steal and use!
Template 1: Countdown timer
Subject line: Black Friday Countdown Starts Now! ⏰
Get ready for the ultimate shopping spree! Black Friday is just around the corner, and we’re kicking off the countdown with exclusive offers and incredible deals.
[Insert countdown clock]
Don’t miss out on massive savings on [product/service categories]. Be the first to shop our Black Friday collection and enjoy [percentage discount/offer].
Stay tuned for more exciting announcements!
[CTA: Shop Now!]
Template 2: Last-minute deals
Subject line: Last Chance! Black Friday Deals Ending Soon!
Time’s running out! Our Black Friday sale is coming to an end. Don’t miss your final opportunity to grab up to [percentage amount] on:
- [Product 1 with image]
- [Product 2 with image]
- [Product 3 with image]
But hurry! These deals won’t last.
[CTA: Shop now before it’s too late!]
Template 3: Inventory report
Subject line: Black Friday Inventory Alert 🚨
Time is ticking! All your Black Friday favorites are flying off our shelves.
Don’t wait until it’s too late. Secure your must-have items now and enjoy incredible savings.
Low Stock Alert:
- [Product 1 with image] – Only [number] left
- [Product 2 with image] – Limited quantities remaining
- [Product 3 with image] – Selling fast!
Remember, once they’re gone, they’re gone!
[CTA: Don’t Miss Out – Shop Now!]
Template 4: Personalized recommendations
Subject line: Your Personalized Black Friday Wishlist Awaits! ✨
We know how much you love [insert brand name], so we’ve curated a special Black Friday selection just for you!
Based on your past purchases, we think you’ll love these [product category] picks:
[Insert personalized product recommendations with images]
Enjoy [percentage discount or offer] on these items and many more during our Black Friday sale.
But hurry, these deals won’t last long!
[CTA: Shop Your Wishlist]
Template 5: Extended sale
Subject line: Black Friday Extended! Your Shopping Spree Continues! 🛍️
We heard you! Due to overwhelming demand, we’re thrilled to announce that our Black Friday sale has been extended until [day/time].
Keep enjoying massive savings on:
[Insert images of popular products]
Don’t miss this final chance to grab your favorite items at incredible prices.
[CTA: Shop Deals]
Hurry, this offer won’t last forever!
Build Your Black Friday Campaign Today!
Yes, there are lots of moving parts to plan, prepare, and strategize a campaign that drives conversions during Black Friday.
Hopefully, the examples I shared and explanations as to why they work got your creative juices flowing! By including strong CTAs, creating a sense of urgency, and personalizing your emails, you’ll be set up for a successful campaign.
FAQs
When is Black Friday in 2024?
Black Friday falls on the first Friday after Thanksgiving. This year, it will be on November 29, 2024.
When should I start my Black Friday email campaign?
Ideally, your Black Friday email campaign should begin a few weeks to a week before the day itself. Consider sending an announcement email and a presale email to kick off your campaign.
How can you transition from a Black Friday email campaign to a Cyber Monday email campaign?
As I showed you with one of the email examples, you could share the bestsellers from Black Friday when announcing your Cyber Monday sale. This will inspire readers to begin putting together a wishlist.
