The Ultimate Black Friday Email Campaign 

Fall is in the air, which means it’s almost time for Black Friday. The famous event remains the undisputed king of retail holidays. Every year, millions of people shake off their Thanksgiving stupor and flock to stores and websites, scoring major deals on everything from cameras to suitcases. 

This year, Adobe predicts that retailers will spend $10.8 billion on Black Friday — up 9.9% from 2023. While overall sales are increasing, so are the number of businesses vying for shoppers’ attention. Creating a compelling Black Friday email marketing campaign will help you engage customers and stand out from the crowd.

This guide covers everything you need to know to write effective Black Friday emails, from how to build your campaign to creating catchy subject lines. We’ll also share examples from top brands for inspiration.

Email marketing for a successful Black Friday

You may worry that email marketing has fallen out of favor — perhaps replaced by social media or SMS marketing — but that’s not the case. While businesses now use many channels to reach customers, email marketing remains one of the most effective approaches. 

According to Constant Contact, the average open rate for marketing emails is 32.55%. Of course, not every person who opens an email will make a purchase — if that were the case, every business would be racking up sales. But this high open rate shows that Black Friday email marketing is still one of the best ways to promote your sales to your audience. 

Email marketing also allows you to personalize your promotions for each customer. For example, you could analyze your clients’ past transactions and send them tailored discounts and product recommendations. A customer who bought a dress in October might receive a coupon for matching accessories, while a shopper who often buys sweaters could get an exclusive offer for your newest cozy knit collection. 

This personalized approach shows customers that you care about their individual needs and preferences. By creating relevant promotional materials, you also increase the likelihood that your audience will respond to your calls to action (CTAs) and engage with your holiday sales. 

Email ROI

Let’s face it: Many types of marketing require a significant investment of money and time. Whether you’re renting billboards or filming elaborate commercials, the costs can add up quickly. 

In contrast, email marketing can provide a high return on investment (ROI) without the daunting price tag. This approach offers an average ROI of $36 for every $1 spent. That means it’s one of the most accessible and cost-effective ways to promote your sales for Black Friday. 

Building an effective Black Friday email

In a perfect world, you could just type up a few sentences about your Black Friday deals, hit send, and voila — the sales would pour in. But marketing is rarely that simple, especially during the competitive holiday season. If you want to attract customers, you must create engaging email campaigns that build excitement and drive conversions. 

Luckily, there’s no secret formula to writing effective marketing emails. By following a few proven strategies, you can set yourself up for success on Black Friday and beyond.

Set up your campaign for before and during Black Friday

During the earliest Black Fridays, the news was filled with footage of frantic shoppers racing through stores, filling carts with impulse buys. Today, though, many shoppers plan their holiday purchases well in advance. By launching your Black Friday email campaign early, you’ll give them a sneak peek at your offers and create anticipation. 

Aim to send your first Black Friday email one week in advance. This timing allows you to get on customers’ radars as the holiday approaches, giving you a competitive edge over slower businesses. At the same time, it’s not so early that they’ll forget about your offers by the time Black Friday arrives. 

You should also send one or two emails in the days leading up to Black Friday. These messages can spotlight specific products or offer additional discounts. But be careful not to go overboard — no one wants their inbox flooded with marketing emails, even from their favorite brands. 

And, of course, send a gentle reminder early on Black Friday. Use this email to spotlight your biggest promotions and deliver a strong CTA. This final email will help jog your audience’s memory and may motivate indecisive shoppers to take action. 

Create compelling Black Friday email subject lines

Avid shoppers may get dozens of marketing emails in the week leading up to Black Friday. Creating unique retail subject lines will help your message stand out in overflowing inboxes and boost your open rates.

Effective Black Friday email subject lines create a sense of urgency. After all, it’s only a one-day event, and you want to motivate customers to act fast. Grab your audience’s attention with strong action verbs and exclamation points. For example, “Hurry in for our fabulous Black Friday deals!” is much more motivating than a generic message like “It’s time to shop Black Friday deals.”

Here are a few more examples of action-oriented subject lines: 

• “Claim your exclusive 50% off coupon for Black Friday” 
• “Jumpstart your holiday shopping with our Black Friday sales” 
• “Shop your favorite sweaters before they’re gone!” 
• “Treat your pets with our fur-tastic holiday deals!” 

Including specific numbers in your subject lines can make your emails even more enticing. Many Black Friday shoppers are on the lookout for bargains, and clear discounts or percentages can get them excited about how much they can save.

Statements like these will make your offers hard to ignore:  

• “Start your adventure with 50% off all outdoor gear this Black Friday” 
• “Black Friday deals 2024 — Save up to $500!” 
• “Friday’s blowout: 40% off the latest laptops!” 
• “Stock up on your favorite pet supplies — 50% off store-wide!” 

Alternatively, you could create a sense of intrigue with your Black Friday email subject lines. Consider writing a mysterious subject line, such as 

• “You’ll never guess what we’ve got up our sleeve this Black Friday.” 

These kinds of statements will pique your audience’s interest and entice them to open your emails to learn more. 

Personalization is another powerful email marketing tactic that can boost engagement. Platforms like Constant Contact allow businesses to add a personal touch by customizing email subject lines with the recipient’s name. These tailored emails can capture your audience’s attention and make them feel valued as individuals, increasing your conversion rates. 

Here are some examples of personalized subject lines: 

• “Hey Harper — Check out your exclusive Black Friday deals!” 
• “Psst Nick — We’ve got a 40% off coupon just for you” 
• “Courtney, save big on your favorite clothes this Black Friday” 

Showcase your best offers 

The body of your email is the place to highlight your best deals and most exciting products. You may feel tempted to cram in as much information about your Black Friday sales as possible, but resist the urge. Many people will read your email on mobile devices, so aim to get your message across quickly and simply. 

Feature your biggest promotion at the very top of the email in bold font. Use direct and concise language so readers can easily grasp what you’re offering. For example, “Up to 60% off storewide!” or “Save 40% on seasonal decor this Black Friday” will grab your audience’s attention right away. 

Below this header, consider spotlighting some of your limited-time deals or special offers. For instance, you could include coupons for specific products or categories, such as “Get 25% off all Christmas trees” or “Click here to save 40% on dog leashes.” This content gives your customers more details about your sale and builds excitement. 

Interactive content will leave a strong impression, too. Add a countdown clock at the top of your email to remind readers of the limited nature of your offers. You could also include quizzes — like “What’s your winter aesthetic?” or “What’s your cat’s alter ego?” — to provide personalized product recommendations. Even simple gifs or animations will make your emails more memorable and engaging, ultimately leading to more sales. 

Best Black Friday email examples

Check out these successful Black Friday emails from other companies to help you uncover effective strategies and perfect your own approach. Here are two examples that use different strategies to engage customers. 

Groupon

Groupon uses a gallery format to highlight its diverse Black Friday offerings. The top of the email features a simple yet powerful header designed to entice bargain shoppers: “Up to 75% off.” This text is written in red font with a white background, immediately catching the reader’s eye. Smaller text reveals some of the popular categories where customers can save: “Activities, Dining, Tech & More.” The banner also features a simple yet urgent CTA in green font: “Get Shopping.” 

These concise lines of text immediately convey three key details: 1) how much the shopper can save; 2) what they’ll save on; and 3) how to take advantage of these offers. Even if the audience doesn’t continue reading the rest of the email, they’ve already received the most vital information at a glance. 

Below this header, the company uses a grid format to showcase some of its top sales. Each product or service includes the original price crossed out in light black font, with the sale price in bold red like the header. For example, the advertised “Photography Shoot Packages” were originally $139.94, but Black Friday shoppers can purchase them for $27. Shoppers who see these extreme savings will likely feel excited and curious about the company’s other deals of the day, motivating them to learn more. 

Goggles4U

The eyewear company Goggles4U uses different — but also highly effective — tactics to promote its Black Friday deals. Their email prominently features a countdown clock to emphasize the time-sensitive nature of the sale. This interactive ticker updates every second, urging the reader to act quickly before the sale slips away. The company further reinforces this urgency with the strategic use of red font, a color often associated with strong emotions like desire and excitement. 

Goggles4U also tailors the email with personalized product recommendations. The message includes six glasses, which, a header declares, have been “specially picked for you!” Below each product, a simple CTA button invites the reader to “Shop Now.” This convenient format makes it easy for the audience to learn more about the glasses and make a purchase. 

Tips for creating Black Friday emails that ring in profit 

Designing effective Black Friday emails may seem challenging, but following these best practices will help you create winning content: 

• Use an email template: You don’t need a background in graphic design to create effective and stylish emails. Constant Contact offers mobile-friendly email templates that you can customize with your branding and content. These professional layouts let you focus on creating an engaging message instead of endlessly fiddling with headers and fonts. 
• Refine your content with A/B testing: Creating a sequence of Black Friday emails lets you analyze and improve your performance. Conduct A/B testing by dividing your audience into two or more groups and sending them slightly different versions of your marketing emails. Use email marketing software to monitor how each message performs, and apply the insights you gain to improve future messages. 
• Adhere to all applicable email laws: Like all marketing emails, your holiday shopping messages must comply with federal laws. For example, the Controlling the Assault of Non-Solicited Pornography and Marketing Act of 2003 (CAN-SPAM ACT) requires businesses to obtain consent before sending marketing emails to consumers. Complying with these rules will help you protect your customers’ rights and safeguard your brand reputation. 

Get a jump start on your holiday marketing plans

Black Friday is one of the most significant events for any business. By designing a thoughtful and engaging email campaign, you’ll raise awareness of your promotions and strengthen your relationship with customers. 

Get started by planning your offers and choosing the most enticing ones to feature in your Black Friday emails. You can also segment your audience by browsing behavior, demographics, or other characteristics to create highly relevant messages. 

Download our Email List Segmentation Worksheet to help you get started!