21 Excellent Tips to Take Your Black Friday Email Campaigns to the Next Level

Yes! It has been a year already, and the holiday sales season is again upon us. It’s the perfect time to craft your Black Friday email campaigns and bag greater profits this season.

The official start date for the sale is November 29, 2024. If you wish to make the most of this shopping extravaganza, you must start working on your Black Friday SEO campaign as soon as possible.

Despite what anyone says, email marketing is highly effective for targeting promotions during the holiday season. In fact, according to stats, email open rates during BFCM increase by 44%.

To help you with this, I’ve compiled a list of 21 best Black Friday email marketing tips with examples that you can leverage to send targeted emails before, during, and after the campaign this year to 10X your sales.

Let’s take a look!

21 Black Friday Email Marketing Strategies

Your Black Friday email marketing strategy should be a showstopper. Your emails should grab attention, spark curiosity, and create an irresistible urge to click.

With that said, here are 21 effective strategies to maximize your email campaigns and boost your sales during this high-stakes shopping event:

Pre-Black Friday Emails — Tease Your Customers

1. Send Pre-Black Friday Emails

As Black Friday approaches, savvy marketers know that the excitement doesn’t have to wait until the big day. Pre-Black Friday sales emails are a fantastic way to build anticipation, engage your audience, and drive early traffic to your website.

Start building anticipation with a pre-Black Friday email campaign. Let your audience know early that they should expect special deals.

The best example is how BestBuy teases their Black Friday sales a week in advance, creating a buzz with exclusive previews on their Black friday Cyber Monday sale schedule.

2. Offer Your Customers Something Unexpected

Plan your BFCM so that, in addition to discounting your products, you consider offering a different kind of value they don’t expect, like exclusivity.

Surprise your customers with an unexpected freebie or limited-time offer. This can make your emails stand out in a crowded inbox, and your customers will have something to look forward to before the big day.

Talking about the unexpected, check out this example from nastygal, where they offered an unexpected 50% sale.

3. Offer Early Bird Discounts

Being among the first to start the Black Friday discounts helps you cut through the noise, gives you an edge over other brands, and gives you more time to keep selling!

Once you’ve established the initial connection with your customers, you can focus on what’s important—the deal. By starting early, you can take your time to make your offer truly irresistible.

Check out this example from Postable, where they emailed early bird customers a 25% discount. You can also use this tactic to give your business an upper hand over your competitors by building anticipation before the BFCM sale begins.

4. Give Exclusive Early Access to VIP Customers

Reward your most loyal customers by giving them early access to your Black Friday deals. This not only encourages loyalty but also increases sales.

A mix of early access and personalized offers for loyal customers can significantly increase your click-through rate.

That’s exactly what Nike did in 2023 with its Black Friday campaign, offering its NikePlus members 48-hour early access to exclusive deals.

VIP customers received personalized emails and notifications through the Nike app with the subject line “Your Early Access Starts Now!”. The campaign emphasized loyalty perks, leading to a 30% boost in early sales.

Nike also saw increased app engagement as members flocked to get the first pick of limited-edition products, creating a win-win for the brand.

5. Create Urgency With Limited-Time Offers

Nothing motivates a customer more than the fear of missing out (FOMO). Plan and present your offer with some sort of urgency that puts the users on the edge. Using tag lines such as “limited time only” or “limited stock” in your emails can drive urgency and push customers to act quickly, particularly when they are already in a buying mindset.

For example, before your sale goes live, build anticipation by marketing select products with limited-time discounts or offering a free gift for the first few customers. This will encourage people to check back frequently, eagerly awaiting the start of your sale.

Subject lines that create a sense of urgency and exclusivity can give a 22% higher open rate.

Yes, we’re pointing to the North Face marketing strategy they used last year. They ran a four-day pre-Black Friday discount campaign and added a sense of urgency by mentioning “while supplies last” throughout the website.

6. Grow Your Black Friday Email Marketing List

Your email list is one of the most important tools in your arsenal for Black Friday marketing.

Maximize your reach and focus on growing your email subscribers by offering valuable incentives in the weeks before the sale. This can include early access to Black Friday deals, exclusive discounts, or even a giveaway.

The best way to grow your email marketing list is by using pop-ups, landing pages, or social media promotions to grow your email list before Black Friday

The best example is WodBottom, an athletic apparel brand that successfully grew its Black Friday email list by offering a pre-sale sign-up with exclusive perks. Their campaign promised early access to Black Friday deals for new subscribers up to 75% off.

It’s Go Time: Best Black Friday Email to Send During the Sale

As Black Friday commences, effective email marketing on the same day can significantly boost your sales. Here are some standout examples to inspire your own campaigns:

7. Offer Free Shipping and Spending Rewards

Free shipping is a major driver for online sales, especially during Black Friday, Many customers abandon their carts due to high shipping costs, so offering free shipping can be the final push they need to complete their purchase.

By adding a small discount to the purchase while eliminating shipping fees, you reduce friction in the buying process and make your deals even more attractive.

A successful example from last year’s Black Friday sales is Target. They offered free two-day shipping on all online orders without any minimum spend requirement, which ended up contributing to 21.3% of total sales, increasing sales from YOY growth.

8. Write a Subject Line They Can’t Ignore!

The first impression hook determines whether your email gets opened or sent straight to the trash.

Your Black Friday email is only as strong as its subject line. In an ocean of promotional emails flooding inboxes during the shopping frenzy, a unique and eye-catching subject line is your key to standing out.

By personalizing your email subject lines, you can increase average open rates by 7.4% and drive six times more transactions.

Sephora used user login data to personalize email, such as subscribers’ First names in their Email Marketing campaigns to personalize the newsletter.

Personalized email campaigns achieved on average:

• 30.32% higher Open Rate
• 49.66% higher Click Rate

Subject line:  Mary…sale up to -70%!

Image source: socital

9. Hook Your Audience to Your Offer

Once your email is opened, it is critical to capture your audience’s attention within the first few lines. Use engaging visuals, bold headlines, and concise, impactful messaging to draw readers in.

That’s exactly what Days Brewing Co. did. The bold headline, “Beer at lunch? No problem,” immediately piques curiosity. It’s playful and directly addresses a common workplace scenario, creating an instant connection with readers.

10. Get the Right Deals to the Right People

It is best to segment your customers’ email lists into different groups. If you offer a discount to customers, make sure they receive it and, more importantly, that it reaches the right person.

Then you can send each segment more personalized holiday offers, such as the premium product collection to your regular customers and a simple 10% discount to newer customers.

The best example of this is Amazon’s 2023 black Friday campaign, which relied heavily on personalization. Based on customers’ browsing and purchase histories, Amazon sent a customized email to each user featuring products they had shown interest in.

11. Add A Little Humour To Your Email

Humor can break through the noise of crowded inboxes and create a memorable experience for readers. If executed correctly, a light-hearted tone can help humanize your brand and foster a connection with your audience.

Let’s just say that, as fun as it is to play Cards Against Humanity, the team has certainly made a reputation for being witty and full of sarcastic humor.

12. Make It About Them

The narrative should shift from the seller to the customer during BFCM. Creating an experience that prioritizes the shopper’s needs and desires is essential rather than simply promoting your products.

By presenting your promotions in a way that benefits the customer, you can create a stronger connection that translates into increased sales.

Last year, Huckberry took the customer-first approach to heart by offering an incredible 40% off on its best-selling products during its Black Friday sale. They also created urgency by mentioning that there would be only 180 items for sale and when the sale would end.

13. Offer Creative Recommendations

Creative recommendations could include bundling complementary products, showcasing items customers have been eyeing, or introducing new products that align with their preferences.

The key is to create an experience that feels personalized and relevant, making it clear that you’re not just sending a generic promotion but one thoughtfully designed with them in mind.

Take inspiration from The Jam Experiment, where buyers were presented with either 6 or 24 options. With 6 options, the conversion rate was 30%, but with 24 options, it dropped to 3%.

This is exactly what Canon did in their Black Friday marketing strategy. They went through their entire catalog and broke it down into easily digestible bits of content, allowing customers to browse and select with ease—making the experience enjoyable and engaging.

14. Building a Sentimental Connection With Your Audience

In the midst of Black Friday’s chaotic sales, creating a sentimental connection with your audience can make your brand stand out from the competition.

While discounts and deals are essential, tapping into your customers’ emotions helps forge a deeper bond that transcends transactional relationships.

One way to build this sentimental connection is by sharing heartfelt messages that reflect your brand’s story or mission.

Last year, Aurate New York showed how an online store can effectively engage its audience by focusing on storytelling rather than direct selling.

By emphasizing their gear’s impact on creative experiences rather than pushing a hard sale, they connected with customers on a more personal level, giving them a history about what their product is and how it became part of a famous sport.

Black Friday’s Not Over Yet – Post-Black Friday Email Newsletter Examples

The Black Friday frenzy might be winding down, but your sales opportunities are far from over.

Here are a few examples of engaging post-Black Friday emails that keep customers hooked and ready to buy.

15. Sent Out a Final Call: Last Chance Message

Last-minute holiday emails, especially those announcing a final sale, can be incredibly effective in capturing those procrastinators and securing those final purchases.

These emails are often sent toward the end of a promotion, highlighting that this is the final opportunity to claim a discount, free shipping, or other exclusive deals.

Kizik was on point with its timing last year in sending out an email to those who were not active on the holiday and notifying them about the end of the sale, giving them a final push to increase their sales on closing day.

16. Keep the Momentum Running With Cyber Monday Email Reminder

Black Friday might be over, but Cyber Monday keeps the deals rolling. A well-timed reminder email is key to grabbing your subscribers’ attention and getting them excited about another round of savings.

Check out this example from Oobli, which leverages a strong brand aesthetic to boost engagement for its Cyber Monday sale. The bold “Last Chance” and “Cyber Monday Sale” text at the top immediately convey urgency, while a substantial 50% discount and free shipping on orders over $20 incentivize immediate action.

17. Never Forget the Basics

While experimenting with new marketing strategies or gimmicks can be exciting, the core principles of marketing will always remain the foundation for success.

Understanding your audience, creating compelling offers, and building trust through consistency, never go out of style.

For example, a great BFCM email example should offer:

• Great deals
• Catchy visuals
• A countdown timer
• And more…

And the example below from Beehiiv does just that:

18. Send a Second Holiday Gift Guide Follow-Up

A “Holiday Gift Guide Follow-Up” email is a strategic way to reconnect with customers after sending out a holiday gift guide.

This serves as a reminder to those who may have browsed but not yet made a purchase, offering them another chance to explore gift ideas. This follow-up can highlight best-sellers, feature last-minute stocking stuffers, or offer exclusive discounts.

RayBan is a great example of a follow-up gift guide, as they decided to send a second gift guide email but with an important change this time – offering gifts for different types of people:

19. Send a Customer Feedback Form

Okay, Black Friday and Cyber Monday are over. Now’s the perfect time to hear what your customers really thought. Create an email asking for feedback on their shopping experience or products they’ve bought.

By including customer feedback requests in your Black Friday emails, you position your brand as one that listens and adapts. Creating a more meaningful relationship, as customers feel valued and are more likely to remain loyal even after the holiday rush is over.

Miro executed this brilliantly last year by sending out a Black Friday email.

The result?

Customers appreciated being asked for their opinions during such a busy season, and Miro saw an increase in both email engagement and customer loyalty.

20. Have a Black Friday Even in July

Who says the excitement of Black Friday has to wait until November?

introducing mid-year sales during the summer months with a “Black Friday” campaign. As a business, you can align your July sale with other significant shopping occasions, like back-to-school promotions.

Position your offers as timely solutions to their needs, and watch as customers flock to your store, eager to seize the chance for incredible savings that are just too good to miss.

Take a page from HP’s playbook. HP executed an outstanding “Black Friday in July” campaign that struck gold. HP used the narrative of helping students gear up for a successful school year while catering to the regular customer.

21. Send Out Free Gift Email

What better way to make your Black Friday email stand out than by offering a free gift?

Customers are always tempted by the promise of a gift or giveaway, By giving customers a little something extra, you can gain goodwill and increase the likelihood of them returning to your brand in the future.

To enhance engagement, consider offering incentives like a free gift with a minimum purchase requirement. This simple strategy works on the urgency of reconnecting with your customers on Black Friday.

Offering a free gift in your Black Friday email isn’t just a marketing tactic; it’s an opportunity to create lasting connections with your customers.

The Detox Market successful example used this strategy and added a free gift into its discount strategy, providing customers with a full-size product for orders exceeding $200.

How To Create An Engaging Black Friday Email Campaign

1. Using a Black Friday Email Template

One of the easiest ways to kick off your Black Friday email campaign is to use a pre-designed template. These templates are a great way to save time and ensure consistency in your campaign.

Using a pre-designed template, you can:

• Easily add your products by dragging and dropping the element in the correct position.
• Add a timer if you want.
• Add animation and videos to your email.

2. Use Your Email Subject Line as a Hook

Your subject line is your first impression—make it count. In a sea of Black Friday deals, your email subject line needs to grab attention instantly. It should create a sense of urgency, spark curiosity, or offer an irresistible deal. Short, punchy, and direct work best.

Try something like:

• Exclusive Black Friday Deals Just for You!
• Time’s Running Out: Black Friday Sale Inside!
• Open for a Surprise You Won’t Want to Miss!

The goal is to make your audience feel like they’re missing out if they don’t click.

A compelling hook draws them in, and your email does the rest from there. Keep it simple, but make it powerful.

3. Offer Something Meaningful to Your Audience

It’s Black Friday—everyone’s offering discounts. But to really stand out, give your audience something that speaks to them. A personalized recommendation, an exclusive offer, or a VIP early-access pass make your offer feel like it was made just for them.

Refrain from giving out generic discounts like a 10% or 15% off, it ain’t worth it!

Craft deal that is tempting, solve their problems, add value to their purchase.

• Your Most-Loved Items, Now 30% Off!
• Spend $50, Get a Free Gift You’ll Love!
• Unlock Early Access to Our Biggest Sale of the Year—Just for You!

4. Let Your Products Do the Talking

Words can sell, but visuals seal the deal. Use high-quality product images that pop in your email and immediately draw attention. Let the visuals do the talking—show your bestsellers, highlight your most-wanted items, and make every product feel like a must-have.

A picture isn’t just worth a thousand words—it’s worth thousands in sales. Pair your product shots with simple, enticing text like:

• “Look what’s waiting for you…”
• “Your next obsession, at a Black Friday price.”
• “Don’t just dream about it—grab it today!”

Make your audience see the value before they even read a word. Strong visuals + irresistible deals = instant engagement.

How to Structure Your Black Friday Email Campaign

An ideal Black Friday email takes strong copywriting skills and targeted messaging, Here is how you can structure your email campaign to get more sales throughout the holiday season.

1. Announce your Black Friday sale in advance

Building anticipation is key to any successful Black Friday email campaign. A week or two before the big day, tease your sale to get customers excited.

Use eye-catching subject lines like “The Biggest Sale of the Year is Coming!” to create a sense of urgency.

What to include in your sale announcement email:

• When your Black Friday deals start
• How long your Black Friday discounts will run
• What discounts customers can expect
• How to unlock discounts
• Personalized product suggestions based on their past shopping behavior

You can also include a countdown timer in the email or offer early access sneak peeks or exclusive VIP offers, which also help build excitement.

2. Give In-Store Details

While online shopping is huge on Black Friday, many customers still prefer the in-store experience. Don’t forget to include:

• Detailed information about any in-store deals,
• Store hours
• Special doorbuster events.
• Early bird specials

This section helps capture those local customers who are ready to shop in person, ensuring that no customer segment is left behind.

3. Announce the Start of the Sale

Timing is everything! Announce the kick-off of your Black Friday event by sending an email as soon as your discounts are activated.

4. Remind When the Sale Is Ending

As the sale nears its end, it’s time to inject some urgency into your email marketing. Send a reminder email a few hours before the sale concludes, letting customers know that time is running out.

You might want to add an extra, final incentive, such as a free gift, free delivery, or a higher percentage discount, to drive more conversions and give the final push you need to achieve your targets.

5. Announce the Start of Cyber Monday

Just when your customers think the deals are over, surprise them by immediately announcing your Cyber Monday event!

In your final Black Friday email, include a teaser about your upcoming Cyber Monday deals. This will keep the momentum going and ensure your brand stays top-of-mind as people continue to look for discounts.

Offering exclusive online deals, bundled offers, or special Cyber Monday codes gives customers another reason to engage with your brand even after Black Friday ends.

Black Friday and Cyber Monday Email Template

When it comes to crafting your Black Friday and Cyber Monday email campaigns, Really Good Emails is a fantastic resource to turn to. Really Good Emails offer 245 pre built customizable email templates, designed specifically to inspire marketers during the holiday shopping frenzy.

From a sleek minimalist design to bold, eye-catching visuals, Really Good Emails offers templates that cater to every strategy and tone.

Browsing through these examples will not only spark your creativity but also give you insights into what works—so you can craft emails that convert without the guesswork.

Plus, each template is categorized, making it easy to find inspiration that aligns with your brand’s style and Black Friday goals.

In a Nutshell

If you’re willing to increase your Black Friday sales, it goes without saying that you need to double your email marketing efforts. If you don’t have a Black Friday email strategy yet, you’re running out of time.

Go through these ecommerce email marketing tips to further up your Black Friday marketing game.

You need to go all in, to stand out in your customers’ inboxes and ensure that they pay attention to your offers. Give your creative Black Friday campaigns an innovative touch.

Feel free to use the aforementioned ideas and create an unforgettable email marketing campaign.