Black Friday is one of the biggest shopping events of the year, and for many retailers having businesses on the best-selling platforms, it is also their most significant day of online sales. However, the immense popularity of Black Friday also means that competition among e-Sellers is fierce.
Hence, if you want your business to succeed in the competitive period, an effective Black Friday email marketing campaign can be crucial to your eCommerce strategies best practices. In this guide, we will help you craft an impactful Black Friday email campaign with the following:
- Black Friday email templates and examples
- Black Friday email marketing ideas: How to write Black Friday emails?
- Black Friday email marketing tips
Seamlessly integrating this Black Friday marketing strategy with your other plans like Black Friday social media campaigns will empower you to maximize your success during this lucrative shopping season. Start reading to make the most of Black Friday’s boundless potential!
Black Friday Email Templates and Examples
How to prepare for Black Friday season sale? You can definitely start with Black Friday email marketing. Below are some selective Black Friday email examples and templates for your reference.
1. Black Friday teaser email
Shoppers appreciate getting a head start on holiday sales. By giving customers a look at your Black Friday offers ahead of time, you allow them to plan accordingly.
Here are two typical Black Friday email marketing examples for teasing your customers before launching sales campaigns.
What we like about both:
- The subject lines in both examples are doing well in teasing an upcoming product offer and generating excitement.
- The Black Friday email design is elegant and simple. A clean font and a single eye-catching image keep it soothing.
- Using the black and white color palette typical for Black Friday emails.
- The copy continues the countdown theme, urging people to visit the site when the clock strikes midnight after Thanksgiving.
What could be better?
- A clear call to action could be added to Tinker Watches, such as a button linking to a particular countdown landing page like in the Bellroy.
2. Black Friday launching email
Before the actual sale event, you can kick-start with early sale access for VIP customers.
What we like about it:
- A pleasing copy to VIP customers: “A VIP like you should never have to wait…”. That acknowledges the shoppers that they get what they deserve for signing as a VIP one, bypassing the queue, and exploring its top-selling items ahead of others.
- Highlight the discount amount by placing it prominently in the center of your mail with the largest font size. That makes it become a focal point to immediately catch the reader’s eye and entice them to take notice.
- Offer a limited-time offer in 12 hours to maximize urgency.
What could be better?
- A CTA button linking to the site can be added so customers can easily access their sales.
When it’s time for the Black Friday sale now, send an email to inform your customers about the start of the sale. This Herschel email is one of the typical Black Friday email marketing examples about sale launching announcements.
What we like about it
- Minimalist email designs with black-and-white themes as a nod to the essence of Black Friday.
- A single call to action for each offer ensures that subscribers can easily commence their shopping experience on the website.
What could be better?
- Herschel currently provides different discount codes for each order value range. A more shopper-friendly approach would be for Herschel to implement a single discount code that automatically applies the corresponding offer based on the total value of items in the shopping cart.
3. Black Friday last chance email (Reminder email)
Just as your Black Friday sale is drawing to a close, mail to notify customers that there’s still time to seize the incredible deals. By doing so, you can encourage customers to prompt action. Additionally, this Black Friday email marketing approach can capture the attention of individuals who may have overlooked your previous emails.
What we like about it
Bose has effectively presented all essential information to facilitate swift purchase decisions. For each listed product, Bose provides:
- Complete product name
- Image
- Discount & current price
- Previous price (indicating savings)
- Dedicated CTA button
- Genuine review from a satisfied prior customer
This smart email marketing Black Friday approach enables customers to swiftly and knowledgeably decide without the need to scour the website for details.
What could be better?
Bose’s email subject concisely conveys the remaining time for Black Friday offers: Last Call for Black Friday Savings on Bose 🎶. However, it could be more concise without the emojis.
Another Black Friday mailer for reminding your customer is the Tone It Up. This gives you a different approach to offering shoppers in the last call email.
What we like about it
- They use a GIF to greet recipients. That heightens the sense of urgency with the familiar refrain, “going, going, gone.”
- Tone It Up employs precise language such as, “Our top-selling items are dwindling fast,” and “Secure your favorites before they vanish,” effectively telling shoppers this is their final opportunity to buy preferred products.
- The company also capitalizes on this moment by offering additional incentives, promoting bundle offers, and free gifts to enhance sales.
What could be better?
- It could be better if the company specifies the time of offing deals.
4. Black Friday abandoned cart email
During Black Friday sale season, eCommerce businesses understand the significance of maximizing every purchase. With numerous sales opportunities at stake, the ability to bring back each potential customer to your website can have a tangible impact. That’s where the black Friday email strategy for abandoned carts comes into play.
Have a look at this Black Friday newsletter email from Huckberry.
What we like about it
- Add a reminder to the mail: “You left a few things in your cart.”
- Craft urgent copy: “Our sales and inventory are often limited…”.
- Understanding the psychological trigger of scarcity, Huckberry effectively taps into this customer concern and urges them to make their purchase promptly.
What could be better?
- For more Black Friday effect, adding some information about discount offers can create more urgency.
If you are willing to offer additional discounts, it can be an effective way to incentivize customers to proceed with their checkout immediately. This is because the primary reason for cart abandonment among customers is often attributed to the final price exceeding their initial expectations.
One of the typical Black Friday email templates for offering further deals to avoid abandoned cards is Alex Mill’s. They provided an extra 15% off at the checkout.
5. Black Friday sale ending email
As your Black Friday email marketing comes to an end, you can send a wrap-up email to make the most of the remaining time. Taking the time to send a “Thank you” email allows you to show appreciation for their participation and support during the sale. Below is one of the “Thank you” Black Friday email examples you can refer to.
However, you don’t need to stop here. To conclude the event on a high note, you can include some offers like a gift, free shipping, or an increased percentage off. If you inform your subscribers that a deal is ending but bring it back shortly after, your readers may lose trust in your credibility. But, if you provide a valid reason for the extension, you might have a better chance of maintaining trust.
In 2019, Fabletics successfully extended its offer by framing it as an exclusive benefit for VIP members. This approach helped to reinforce the value of being a member and created a sense of exclusivity.
Black Friday Email Marketing Ideas: How to Write Black Friday Emails?
With Black Friday sales primarily driven by email promotions, knowing how to craft effective emails is key. That’s why this section will provide ideas and best practices for writing Black Friday emails that drive sales and engagement.
1. Write captivating Black Friday email subject lines
Nearly half of the individuals open their emails based on the subject line, indicating the importance of crafting compelling subject lines for Black Friday promotions. So, what should you do to make effective subject lines for Black Friday emails?
- Include your company name to increase brand recognition;
- Tailor the subject lines with individual customers;
- Maintain a conversational and familiar tone;
- Highlight limited discounts and deals to create a sense of urgency;
- Provide just enough of a tantalizing hint to compel recipients to click and discover more;
- Incorporate emoji into your subject lines if you desire;
- Add a touch of humor to have a higher likelihood of keeping customers engaged and clicking.
It’s important to note that the best Black Friday email subject lines typically incorporate one or two tactics. Trying to include multiple elements in a single subject line may come across as spammy and trigger spam filters. That adversely affects email deliverability and undermines the Black Friday email strategy.
2. Showcase your products and deals
The main focus of any Black Friday email marketing should be highlighting your best deals and promotions. After all, the whole point is to entice customers to shop with you by capitalizing on deep discounts. So how can you add them correctly in your email?
Here are some practical Black Friday email marketing ideas for helping incorporate deals into your emails:
- Clearly state your discounts: Customers want to know exactly how much they can save, so make sure to showcase the regular price versus the sale price.
- Focus on a selection of deals: While including your entire inventory is tempting, keep your email concise and showcase a curated selection of your best Black Friday deals. That prevents recipients from overwhelming and allows you to highlight the most enticing offers.
- Create a sense of urgency: Emphasize the limited availability of your deals to convey a sense of urgency. You can use phrases like “Limited Time Offer” or “Last Chance Offer” to encourage customers to act quickly and purchase before the deals expire.
- Personalize offers when possible: If you have customer data available, consider personalizing the deals based on individual preferences or past purchases. Tailoring the offers to each customer’s interests can significantly enhance engagement and conversion rates.
If you need ideas to create and craft your deals, check our article about Black Friday promotion ideas for inspiration.
3. Present your best graphics
Pictures say a thousand words; you should include eye-catching graphics in your Black Friday email design. Here are some key points to consider when you have emails designed for Black Friday:
- Use high-quality, eye-catching images to showcase your deals.
- Maintain consistent branding with colors, fonts, and logos.
- Be creative and select relevant visuals that accurately represent your products.
- Ensure clear and readable texts that complement the visual design.
- Design attention-grabbing call-to-action buttons in contrasting colors.
- Design your email with a clean and clutter-free layout that is easy to navigate.
- Highlight important details like the duration of your discounts or your sale’s start and end times.
4. Craft attractive content that says it all
When composing copy for Black Friday email marketing, there are some points you should take into consideration.
Tone
Adopting a conversational and friendly tone in your email copy helps create a genuine connection with your customers. It makes them feel like they are having a personal conversation with you rather than receiving a generic marketing message. This Black Friday email strategy fosters a sense of trust and authenticity, increasing the likelihood of engagement and conversion.
Language
Using the language your customers are familiar with helps establish a relatable and engaging communication style. For instance, if your target customers are young people, incorporating trendy or slang words they frequently use can capture their attention and resonate with them.
Content
Don’t know what to write in your Black Friday newsletter emails? Deals and promotions, of course, can be missed out on. However, you can learn about your customers’ concerns to tailor your copy accordingly. For example, you can highlight your free shipping offer if customers express concerns about shipping fees.
5. Optimize for mobile devices
Did you know that 4 out of 5 people check their smartphones within 15 minutes of waking up? And guess what they look at first? Their emails. By optimizing your Black Friday email marketing campaigns for mobile, you can capture their attention right from the start and drive more conversions.
Not only that but around 70% of all eCommerce purchases during the holiday season were made on smartphones. That number is only expected to rise. If your emails and website aren’t optimized for mobile, you risk losing potential customers and leaving money on the table.
Black Friday Email Marketing Tips
Consider implementing these strategic marketing tips to increase your turnover through your Black Friday email marketing promotions.
1. Start emailing early
Delaying the start of projects or goals often leads to adverse outcomes. This holds for procrastinating on your Black Friday email marketing.
To ensure success, initiating your marketing efforts for these events at least 2-3 months in advance is recommended. The primary objectives are to maintain a strong presence in your audience’s minds and to generate excitement and anticipation for the exclusive offers you will be provided throughout the weekend.
2. Don’t be overwhelming
When implementing your Black Friday email marketing strategy, avoiding being excessively bothersome is important. It means the frequency of the email you send can affect the effectiveness of your Black Friday email campaigns. In some instances, sending emails weekly or monthly may yield superior results compared to daily or every other day. However, the optimal frequency will also vary depending on the specific audience segments you are targeting.
3. Personalize emails
Interacting with a robotic entity is not something that people enjoy. So, the touch of humanity in your Black Friday email marketing plays a crucial role in enhancing relationships between brands and buyers. Therefore, you can infuse a personal touch into your messaging and adopt a friendly tone to resonate with your audience. This is what your buyers truly desire and appreciate.
4. Add some humor (but carefully)
While most Black Friday emails focus purely on promotions and discounts, including subtle humor can help your message stand out. However, don’t overdo it with the jokes. At the end of the day, the primary purpose of a Black Friday email is to inform customers about the deals and specials offered during the sales event. Make sure any attempts at humor or creativity don’t divert too much from clearly presenting the key details shoppers need to know, like items on sale, sale dates, and hours.
5. Automate sending Black Friday emails
The Black Friday season brings a lot of hustle and bustle. You’ll have your hands full of multitasking between the Black Friday sales event and future initiatives like Cyber Monday and additional year-end promotions.
Save yourself some stress by setting up automated email sequences and triggering conditions based on email receivers’ behavior (i.e., whether or not they open your emails). This Black Friday email marketing strategy ensures your communications with customers flow seamlessly without any last-minute panic. Well-timed, auto-responsive emails can also help boost your sales over the busy shopping weekend.
6. Use countdown to create excitement
Do you want to get customers to check out faster? People naturally feel a sense of urgency when confronted with an impending deadline. Seeing the ticking clock reminds them that the opportunity won’t last forever. So, by displaying a visible countdown until a promotion or offer expires, you trigger that innate response in shoppers.
Black Friday Email Strategy – FAQs
- How to write a Black Friday marketing email?
To create a Black Friday email that drives customers to shop your sale, you can follow these steps:
- Write a captivating Black Friday email subject line
- Showcase your products and deals
- Present your best graphics
- Craft attractive content that says it all
- Optimize for mobile devices
- How many emails to send during Black Friday?
The number of emails you should send for Black Friday depends on your list size and content type. For best results, just send 2-3 emails a week. Considering the timing and frequency of emails is also a must. Too many close together can cause fatigue, while too far apart risks customers forgetting your promotion.
- What is the best time to send Black Friday email?
Sending an email too early may cause your best offer to get lost in crowded inboxes while sending it too late could result in it going unopened and possibly forgotten.
Recent studies have shed light on the optimal timings for email delivery. According to them, the most prosperous times to send emails are 10 a.m. and 4 p.m., as they consistently generate the highest open rates. People often check their inboxes during these periods and are likelier to engage with the content.
Alternatively, some evening hours, such as 6 p.m. and 10 p.m., can also be considered as viable options for Black Friday email marketing delivery.
Get started with Black Friday Email Campaigns Now
To conclude, Black Friday provides a prime chance for businesses to ramp up their earnings. If you want to reach potential customers and convert sales during this period, using Black Friday email marketing is a way to go. So whether you’re seeking Black Friday ideas for small or large businesses, we hope this guide can help you create high-performing emails for this sale period.
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