Black Friday email examples show how the big guns in the market use email marketing to increase sales dramatically during BFCM.
On a normal day, you get $40 for every dollar spent on email marketing. During Black Friday, this number rises. To capitalize on this opportunity, your Black Friday email marketing strategy should be unbeatable.
In this blog, learn the high-converting Black Friday email marketing strategies from the best Black Friday email examples from Nike, Google, Canon, and more.
We took apart the best elements and explained what they have done right so you don’t have to.
Let’s dive in.
Send personalized Black Friday emails with Retainful’s email segmentation and increase the conversion rate.
Why should you do Black Friday Email Marketing?
Online shopping on Black Friday has been increasing every year, and this year will be no different.
Achieving your dream sales mark should be no different, too. Email marketing, with its cost-effective nature, is a sure-shot way to get there.
Here are the reasons why Black Friday email marketing matters.
High consumer expectation
Customers are primed to shop on Black Friday.
They’re actively looking for Black Friday deals, and their inboxes are the first place they check for special offers. If you’re not there with an irresistible offer, you’re missing out on a huge chunk of potential revenue.
Direct line to customers
Black Friday email marketing gives you a direct line to your customers, allowing you to cut through the noise of crowded social media feeds and ad-saturated websites.
You can deliver personalized, targeted messages with the help of this Black Friday email strategy.
Building anticipation
By starting your Black Friday email marketing campaign early using an email automation tool, you can build anticipation for your Black Friday deals.
Teaser emails, countdowns, and early-access offers create excitement and ensure that your brand is top-of-mind when the big day arrives.
Capitalizing on FOMO
Black Friday is the perfect time to tap into the fear of missing out.
By sending personalized Black Friday emails, you can highlight how limited your offers are, encourage quick decisions, and make your customers feel like they can’t afford to miss out on your deals.
When to send Black Friday emails?
Send the Black Friday emails too early, and they get lost in the noise. Send them too late, and you miss the boat. So, there is a sweet spot to hit the customer’s inboxes and make them spend more on big day.
Here’s when to send Black Friday email newsletters to make the most impact:
- Teaser Emails (2-3 Weeks Before Black Friday)
- Preview Emails (1 Week Before Black Friday)
- Early Access Emails (3-5 Days Before Black Friday)
- The Black Friday Day Emails
- Last Chance Emails (Evening on Black Friday)
- Post-Black Friday Emails (The Day After)
Let’s see when and what to send these emails.
Black Friday Teaser Emails (2-3 Weeks Before Black Friday)
Start building anticipation early by sending teaser emails 2-3 weeks before Black Friday.
The pre-Black Friday email campaigns should hint at the upcoming deals without revealing too much. The goal is to generate excitement and keep your brand top-of-mind as customers start planning their shopping.
Black Friday Preview Emails (1 Week Before Black Friday)
A week before Black Friday, send a preview of your upcoming deals.
This pre-Black Friday campaign should include specifics about the discounts, special offers, and any exclusive deals for subscribers.
It’s about giving your audience a reason to choose you over the competition when the big day arrives.
Black Friday Early Access Emails (3-5 Days Before Black Friday)
Consider sending an early access email to loyal customers or subscribers a few days before Black Friday.
Offering them first dibs on your sales creates a sense of exclusivity and rewards loyalty, which can drive early conversions and help you stand out.
The Black Friday Day Emails
Send your main Black Friday email campaigns early on the morning of the big day, ideally between 6-8 AM.
Many shoppers start their Black Friday shopping as soon as they wake up, so you want to be at the top of their inbox when they’re ready to spend.
Black Friday Last Chance Emails (Evening on Black Friday)
As the day winds down, send a “last chance” Black Friday email campaign reminding customers that the sale is ending soon.
Use urgency-inducing language like “Final Hours” or “Sale Ends Tonight” to encourage any last-minute shoppers to make a purchase before it’s too late.
Around midday, send a follow-up email to remind customers of the deals and highlight any special offers or popular products that might be running low.
Post-Black Friday Emails (The Day After)
If you’re extending your Black Friday deals through the weekend or into Cyber Monday, send a follow-up email the day after Black Friday to let customers know they still have time to shop.
This Black Friday email strategy can help capture those who may have missed out on Black Friday itself.
Related Reading: Explore 50+ Black Friday email subject lines to increase your email open rate.
15 Best Black Friday Email Examples
15 Black Friday email examples are categorized into:
- Pre-access Black Friday email examples
- Black Friday email examples
- Last chance Black Friday email examples
- Cyber Monday email examples
Pre-access Black Friday email examples
1. Canon
The pre-Black Friday campaign example clearly displays the discounts available on each camera model, along with the savings the customer will get. Phrases like “Save $100” and “Save $200” are highlighted in red, making the financial benefits of purchasing during the pre-Black Friday sale immediately apparent.
The “SHOP DEALS” CTA button is well-placed and visually distinct, with a bright red color that contrasts sharply against the black background.
The products showcased in this BFCM email example are likely some of Canon’s best-sellers or highly desired items.
You can customize your Black Friday emails and create a template like this effortlessly with a drag-and-drop email editor of email marketing software.
Why this Black Friday teaser email example stand out?
- Bold, eye-catching headline
- Strategic product placement
2. Cozmo
By positioning the discount as a VIP offer, this Pre-Black Friday email campaign makes the recipient feel special and valued, encouraging them to take advantage of the deal. The term “Early Access” creates a sense of exclusivity, which is a motivator in driving early conversions.
This pre-Black Friday sales email example emphasizes urgency with phrases like “Limited pre-Christmas stock” and “Early access ends Wednesday midnight.”
Scarcity is one of the proven strategies in email marketing. It reminds the reader that the offer is time-sensitive and stock is limited.
The use of phrases like “Save up to £610” directly communicates the financial benefit.
Each subheading is followed by a corresponding image and CTA, creating a natural flow that leads the reader from one section to the next.
Why this Black Friday email example stand out?
- Highlighting urgency and scarcity
- Personalization and exclusivity
- Strategic use of subheadings
3. Summer Solace
The Black Friday campaign example emphasizes that this is an exclusive email. This positioning makes the recipient feel special and valued, as they’re receiving an offer that’s not available to the general public.
In addition to the 20% off, this pre-access Black Friday email template offers additional incentives. These added bonuses increase the perceived value of the offer.
The Black Friday email example creates a sense of urgency by including the specific offer expiry date.
Summer Sloaces’s Black Friday email messaging doesn’t waste words – each line serves a purpose.
Why this pre-Black Friday email campaign example stand out?
- Use of urgency and scarcity
- Multiple incentives
- Exclusive offer positioning
4. Onsen
This Black Friday email design is clean and uncluttered, with plenty of white space that allows the content to breathe. This minimalist approach keeps the focus squarely on the offer.
The emphasis on “30% off sitewide” reinforces the value of the offer and sets the expectation before shopping.
The promotional code “SAVE30” is highlighted both above and below the image, making it easy to spot. Repeating the code ensures that the reader won’t miss it, reducing friction when applying it at checkout.
Why this pre-Black Friday email campaign stand out?
- Clean and minimalistic design
- Urgency without overwhelming the customer
- Effective use of promotional code
Black Friday email examples
5. Teep
By specifying the exact time, the Black Friday email example provides clear and precise information about when the sale starts. This level of detail ensures that readers can plan ahead, adding to the anticipation and encouraging them to be ready to shop as soon as the sale goes live.
This example of email campaign on Black Friday day cleverly includes tiered offers that cater to different buying behaviors.
Teep’s Black Friday email example emphasizes urgency by mentioning that the sale is “while supplies last” and specifying that the sale ends on “Friday, November 24th at 11:59 PM ET.”
Why this Black Friday marketing email stand out?
- Multiple-tiered offers
- Specific time of when the offer ends
- Simplified instructions to avail of the offer
Related Reading: Don’t lose your sales to abandoned carts this Black Friday. Learn how to reduce cart abandonment with our 12 proven strategies: How to Reduce Cart Abandonment? – 12 Proven Strategies
6. Lonely Planet
The main offer is communicated clearly, with the terms of the discount. This leaves no room for confusion and sets the expectations early.
The Black Friday email example clearly states the promo code “BLACKFRIDAY” to be used at checkout. Placing the code directly below the main offer reduces any friction for customers who want to take advantage of the deal immediately.
This Black Friday email marketing example smartly segments its offerings into “Best Sellers” and “New Merch.” This segmentation helps cater to different customer interests – whether they’re looking for the most popular items or interested in the latest products.
Why this Black Friday email example stand out?
- Segmented product showcases – helps in easy browsing of products
- Easy-to-find promo code
- Clear communication of the main offer
7. Google
The featured image of the product is bold, high-quality, and front-and-center.
The discount is clearly laid out. The original and discounted prices are provided directly below to emphasize the value of the deal.
Google’s Black Friday email copy includes a specific deadline: “Ends 11/27/23”, which adds urgency and gives customers a clear time frame to act within.
The pricing strategy is smartly displayed: “From $799 to $999.” This gives customers an immediate sense of savings while also leaving room for flexible pricing based on configurations.
Why this Black Friday email stand out?
- Emphasis on how much money the customer will save
- Smart pricing display
- Visually highlighting the product
Related Reading: Learn how to prepare your store to nail this Black Friday with our 24-point Black Friday Checklist.
8. Nike
The promise of “up to 60% off” immediately captures the reader’s attention, signaling this is a major opportunity to save big.
The Black Friday email copy appeals to a broader audience by showing both men’s and women’s styles.
Featuring Best Sellers is a smart move as it capitalizes on social proof.
Why this Black Friday email example stand out?
- Strategic use of best-sellers and tapping into social proof.
- Conveying value on the headline
- Smart use of product categories
Customize your Black Friday email templates easily with Retainful’s drag-and-drop email editor and ready-made templates.
Last chance Black Friday email examples
9. Bose
The headline, “Only a few hours left to save big,” immediately creates a strong sense of urgency.
The CTA is direct, clear, and positioned at key points throughout the Black Friday email copy, making it easy for customers to take action without having to scroll or search for a button.
Both products display clear, attention-grabbing savings, such as “Save $80” and “Save $70.” The crossed-out original and bold new prices immediately show the deal’s value.
One of the standout elements in this Black Friday email example is the inclusion of customer reviews directly under each product. This is a clever Black Friday email strategy tapping on social proof.
Why this Black Friday email example stand out?
- Incorporating social proof with customer reviews
- Value-focused discount display
- Minimalist design with a premium feel
10. Remarkable
The headline “Black Friday is ending” immediately sets the tone of urgency.
Adding a countdown timer that shows 00:00:00 further amplifies this sense of urgency, indicating that the Black Friday sale is about to end.
This Black Friday email marketing example clearly communicates the offer: “Get $50 off your reMarkable now.” The monetary value is specified upfront, and this clear, no-nonsense discount is compelling.
Too much focus on discounts leaves you with little or no content about the value your product provides. This Black Friday campaign example made no such mistake. The phrase “Are you ready to meet the only digital device that feels like paper?” emphasizes the product’s USP.
Why this Black Friday email example stand out?
- Urgency-driven headline and countdown timer
- High-quality product imagery
- Effective use of social proof and familiarity
- Reiterating the USP
11. Skill Share
The inclusion of a personalized discount code gives the Black Friday offer an exclusive feel, as though it were tailor-made for the recipient.
This Black Friday email template doesn’t just stop at 50% off. It also includes the opportunity to win a $50 Michael’s gift card when they start their membership. This added incentive sweetens the deal and can push customers who are on the fence to make the purchase.
The Black Friday email example features two prominent CTAs: “Use Your Discount” and “Start and Save 50%.” Both buttons are highlighted in neon green, contrasting sharply against the dark blue background, making them stand out.
Why this Black Friday email template stand out?
- Exclusive offer with added incentives
- Time-sensitive language
Cyber Monday Email Examples
12. Orangewood
The line “We’re keeping the good times going (for just a limited time longer)” subtly reminds the customer that this is a time-sensitive offer.
The Black Friday message “Get Free Shipping + Extended Holiday Returns” adds even more value to the offer. Free shipping is a significant motivator for customers, and the extended holiday returns policy provides peace of mind for those shopping for gifts.
The subheading “UP TO 50% OFF” is placed right below the main headline, reinforcing the message of savings.
Why this Cyber Monday email example stand out?
- Free shipping and extended returns
- Encouraging customer interaction
13. Moment
The headline “There’s still time to save!” is effective because it creates urgency while also reassuring the reader that they haven’t missed out yet.
This balance between urgency and comfort can push readers to act quickly while keeping the Black Friday email copy feeling friendly rather than overly aggressive.
The Cyber Monday email example clearly speaks to Moment’s target audience: photography enthusiasts and creatives. The imagery, featuring cameras and accessories, along with the playful tone, aligns with their customers’ interests.
Why this Cyber Monday email example stand out?
- Content curated for the target audience
- Headlined that drives urgency
14. Google
The Black Friday email template highlights two key perks: “Free shipping” and “Free and easy returns.” These additional benefits make the purchase process feel less risky and more convenient.
The headline “Treat yourself to savings before they’re gone.” is inviting and urgent. It encourages the reader to take advantage of the sale positively, making the customer feel like they deserve to enjoy the discounts.
Why this Cyber Monday email example stand out?
- Strategic product imagery
- Reinforcement of trust and confidence
- Trust and assurance with perks
15. Withings
The phrase “We kept them for you” suggests exclusivity and personalization.
A good Black Friday email strategy is to show both price reductions and extra incentives, which increases perceived value and encourages customers to purchase now before the deal ends.
Below the product showcase is a “Shop with confidence” section that highlights essential trust-building features: Free Shipping, 30-day Returns, and a 1-year Warranty.
Why this Cyber Monday email example stand out?
- Strategic use of scarcity
- Unique trust-building section
- Clear deadline and CTA
Automate your Black Friday emails with Retainful’s easy-to-setup automation.
4 Best Black Friday Email Marketing Tips to Sell More
1. Start early with teaser campaigns.
People love suspense. Black Friday teaser email campaigns leverage this by giving just enough information to get your audience intrigued without revealing everything.
The best Black Friday email marketing strategy is to start sending teaser emails 2-3 weeks before Black Friday.
2. Provide exclusive early access for VIP customers.
VIP customers are your brand advocates, the ones who keep coming back. A Black Friday email marketing campaign idea is to give them early access and make them feel valued.
Early access creates buzz. People love feeling like they’re part of something exclusive, and VIPs getting the first shot at your Black Friday deals creates anticipation.
The successful Black Friday email campaign strategy is to provide exclusive early access for your VIP customers and communicate through Black Friday email campaigns.
3. Plan abandoned cart email sequence.
Nearly 70% of the abandoned carts are abandoned, which is more than half of the revenue slipping away during Black Friday.
A successful Black Friday email marketing strategy is to send multiple abandoned cart emails at well-timed intervals.
Here is the ideal abandoned cart email sequence:
- Email 1: The Initial Reminder (After 1-3 hours of cart abandonment)
- Email 2: Offer an incentive (After 24 hours of cart abandonment).
- Email 3: Add a sense of urgency (After 48 hours of abandonment).
- Email 4: Social proof or asking for feedback (After 3 days of cart abandonment)
- Email 5: The last chance to grab the offer (After 5-7 days of cart abandonment)
4. Leverage UGC campaigns
You don’t always have to throw discounts to sell more this Black Friday.
Customers trust other customers’ reviews, photos, and testimonials more than flashy brand promotion content.
The best BFCM email marketing strategy is to include user-generated content as social proof that showcases customer reviews in your Black Friday emails.
How to create Black Friday Email Campaigns?
The steps to create Black Friday email campaigns are:
- Step 1: Create a detailed email schedule
- Step 2: Segment your customers
- Step 3: Set up automated email flows
- Step 4: Design on-brand email templates
- Step 5: Monitor performance in real-time
Here is how to implement each step in detail.
Step 1: Create a detailed email schedule
Timing is everything for Black Friday email marketing.
The best Black Friday email marketing strategy is to generate buzz before the event, ramp up during the day, and extend promotions post-sale for those who missed out.
Develop a timeline for all Black Friday email marketing campaigns like:
- Teaser campaigns 2–3 weeks before Black Friday.
- Early access offers for loyal customers a few days before.
- “Last chance” emails during Black Friday to push hesitant buyers.
- Post-Black Friday promotions for Cyber Monday or a “Cyber Week.”
Step 2: Segment your customers
In Black Friday email marketing, generic email blasts are a thing of the past.
Personalized Black Friday email marketing campaigns that are tailored to customer’s behavior, purchase history, preferences, and geographic location sell more.
The best Black Friday Cyber Monday email marketing strategy is to segment the customers into:
- New Customers: Offer a special discount to first-time buyers to incentivize their first purchase during Black Friday.
- High-Value Customers: Create VIP segments for customers who spend the most and offer them premium or exclusive products at a discount.
- Low AOV Customers: Entice customers who typically make smaller purchases with bundle deals or promotions to increase their average spend.
- Local Promotions: A Black Friday idea for ecommerce is to offer location-based discounts or promotions, such as free shipping for certain regions or country-specific deals.
Step 3: Set up automated email flows
Use email automation software to set up workflows for all your black Friday email marketing campaigns, like abandoned cart emails, thank you emails, order confirmation emails, and more.
Related Reading: Learn how to set up all kinds of email automation workflows with
Step 4: Design on-brand Black Friday email templates
Email marketing software allows you to customize your Black Friday email marketing templates within a few clicks with pre-designed email templates and drag-and-drop email editor.
This way, you don’t have to be a design pro to send eye-catching emails on Black Friday.
Step 5: Monitor performance in real-time
Use analytics to monitor key email marketing metrics and see how your Black Friday marketing emails are performing.
If something isn’t working, be prepared to tweak your Black Friday email marketing strategy quickly.
Wrapping Up!!
Writing the perfect Black Friday email is about striking the right balance between urgency, clarity, and value. By using attention-grabbing headlines, offering compelling discounts, and including strong calls to action, like the Black Friday email example we have seen, you can drive immediate engagement.
Don’t forget to incorporate trust-building elements like free shipping or easy returns to reassure hesitant buyers.
When done right, a well-crafted Black Friday email marketing strategy can increase your sales, engage your audience, and make the most of this crucial shopping period.
Read more about Black Friday Email Marketing:
- 10 Best Abandoned Cart Email Examples To Recover Lost Sales
- 10 Best Email Marketing Examples For 2024
To write a Black Friday email:
1. Highlight the offer in the tagline
2. Use urgency-driven language.
3. Include clear CTAs that take the customer to the product page
4. Add visuals that showcase the deal.
To announce Black Friday deals, send teaser emails leading up to the event, including clear details about discounts, deadlines, and any exclusive offers. Highlight the best BFCM deals and include a strong CTA to encourage immediate clicks.
Use urgent, time-sensitive language, include clear CTAs, and offer strong, valuable discounts. Add trust-building elements like free shipping, feature your best products, and personalize the email to increase engagement.
Start your marketing early in November to build anticipation. Send teaser emails before Black Friday, followed by deal announcements as the event approaches. Be prepared with follow-up emails during the weekend, including Cyber Monday offers for extended engagement.
Ensure your website can handle increased traffic, optimize checkout for speed, and stock up on inventory. Plan clear, compelling offers, and prepare marketing emails, social media, and ads in advance.
