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Why Black Friday email marketing is important

We’ll look at various campaigns sent out before, during and after Black Friday to give you a better idea of how things are going. Let’s first see why it is important to create a great Black Friday email. According to Sitecore holiday trends report

71% of shoppers aged 25-34 say they have more money saved for the holidays.
Online stores will be used by 54% of shoppers for Black Friday.
This year, 55% of retailers and eCommerce stores will increase their product promotions.

Black-Friday sales can also reach up to $9 Billion dollars in the US, with consumers prioritizing electronic devices.

Let’s look at some examples of how you can create a great Black-Friday email strategy that will drive sales.

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Pre Black Friday Email Campaigns

Here are some examples of emails sent weeks or even months before Black Friday!

1. Tease early sale

Black Friday came early

Tease reveals this incredible example to increase traffic and conversions before Black Friday.

What Works As you can see from the email, the countdown is at the bottom. This FOMO technique is used by the brand to increase the urgency of the offer, and to encourage potential customers to buy before they miss “their one sale of the year.”

Tease also placed the discount code on top of the email to ensure that subscribers understand the value in interacting with it. The large font draws attention to the offer, while the product images and colors work well with the button.

Pro Tip: Set up Email Campaign Series for your early Black Friday Sale to make sure that your audience notices it. Use marketing automation to build powerful sequences for your customers.

2. Walmart’s Pre-Black Friday sales email example

Subject: Pre-BlackFriday: Score AMAZING deals now!

Walmart uses the Black Friday example above to boost its grocery marketing strategy during the holiday season.

What’s working: The brand uses short, targeted emails and eye-catching images to promote its Black Friday offers. The retailer focuses on pre-Black Friday sales and provides a gift guide for Black Friday shoppers.

The brand’s promotional items are grouped together in a section called “Shop Pre-Black Friday Deals”, which directs customers to the website or landing page.

Pro Tip: Offer your customers the best experience by directing them to conversion landing pages. Grab one of the most popular landing page builders on the market like Moosend, or Instapage to create yours!

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3. High Beauty’s Email Alert

Subject: Want to get early access to Black Friday and win prizes?

High beauty has created a simple email campaign to help you prepare your customers for Black Friday, the biggest sales event of the year.

What Works: This example was designed to encourage subscribers to sign-up for exclusive deal alerts so they don’t miss anything. This is an excellent way to engage your customers and build a list of people who are interested in the Black Friday Sale.

You can segment them to deliver VIP rewards and discounts. As you can see from the screenshot, High Beauty adds those that click on the CTA automatically to a ruffle with exclusive gifts.

Tip: Add extra information to your footer in order to encourage potential customers to take action. The brand added details about a giveaway and a disclaimer regarding shipping to inform its audience. A unsubscribe link will also help to protect your brand’s reputation and delivery rate.

4. Leesa sneak peek

Subject: Black-Friday sneak peek: up to $400 off

Leesa emailed this campaign in September to give their audience a sneak preview of the holiday sale. They used a Black Friday subject line that was converting to attract shoppers and increase open rates.

What Works:From its clean design and visuals, this brand created a great teaser campaign to excite their email list about a Black Friday Preview sale. You know that shoppers need an incentive to purchase. Leesa believes that offering a great deal weeks before Black Friday will help customers avoid the holiday rush and give them “the gift” of sleeping this season.

The red button for the call-to action (CTA), is ideal to attract attention and increase the click-through rates of this pre-holiday e-mail!

Pro tip: Like Leesa use your loyalty program as a way to reward customers and encourage them to recommend their friends. They will get more discounts and rewards, and you will have more sales and traffic.

5. Dell’s personal shopping example

Subject line: Bullseye Black Friday Deals delivered to your inbox.

Dell encourages Black Friday shoppers to buy its deals by giving a personal example!

What Works The electronics manufacturer uses Personalization, one of the most effective email marketing tactics. This eCommerce feature allows you to target your audience at the perfect time with the correct message. Dell creates a targeted offer for every customer using personalized content.

The brand also nails its design with visuals that reinforce the unique offer. Customers will feel more special when they hear “This offer was selected for you.” They’ll also be more likely to interact with the campaign because it is tailored to their specific needs.

Pro Tip: In order to use personalization you must first collect insights from your customers and then use the platform to make relevant recommendations for each one. You can choose from a variety of marketing software tools to help you manage your data and create workflows.

6. Black Friday deals at Maingear

Subject line Save up to $750 on your dream PC today

Maingear ‘s campaign in black and neon-red is an email design that was made for heaven!

What works? The brand’s colors are perfect for the simple Black Friday email. Maingear uses these two colors to excite and attract its target audience to its Black Friday special offer. It also uses a CTA button in red to boost its click-through rates. This example, last but not least uses social buttons for cross-promotion between email and social media.

This is a great way to reach your subscribers, to promote giveaways, to show them engaging content and to direct them to your store to do their shopping online!

Tip While Black Friday campaigns are only available for a short time, you shouldn’t ignore their design, subject line, or preview text. Attention to detail is key to impressing your audience and increasing conversions.

Check out our article on best practices in email marketing if you want to learn more!

7. Happy Socks interactive campaign

Subject: Do You Know What Week It Is?

Happy Socks simple animated GIF to make Black Friday campaign more dynamic and exciting!

What’s working: The use of GIFs can make any boring campaign more interesting and engaging for your subscribers. Happy Socks used this simple idea to create a more engaging and interactive Black Friday email campaign.

In addition, as this is a pre Black Friday campaign, brand uses its copy in order to inform their subscribers about the sale that will be held later this year. They also encourage customers to double-check their products in order to avoid the chaos of Black Friday shopping sprees, thus solving their customer’s pain points.

Pro Tip: To make your Black Friday emails more engaging, add GIF elements to your emails by using your ESP.

Do it with Moosend

Black Friday Day Examples

You need to use a sense urgency in your messages when Black Friday comes around. See how these examples work:

8. Miracle Brands Black Friday Email Example

Subject: Better deals

A great Black Friday campaign from Miracle Brand that will entice and encourage shoppers to prepare for the holiday.

What Works? The first thing that we notice is the eye-catching subject line of this Black Friday email, which shows that this campaign offers a better deal than its competitors. This clever trick will help you draw attention to your campaign on a busy inbox day.

The brand has a clean and beautiful email design. It also uses simple copy and a CTA which stands out. Miracle also uses Instagram and email to promote their products. It will encourage shoppers to look at your followers’ posts, which will boost the credibility of your brand.

Pro Tip: Content created by users can be used to increase the credibility of your product and amplify marketing messages. Use it in your marketing campaigns, but remember to get permission first.

9. Elementor B2B Black Friday email

Subject: Don’t miss our Black Friday sale! Go Go go

Who said Friday was exclusive to retailers and eCommerce companies? Elementor and B2B businesses like are equally able to benefit from the holiday season.

What Works: In comparison to the examples before, the company chooses a brief email with only the essential information. Elementor, a SaaS-platform, focuses on what its target customers are looking for: X% off Pro Plans. The company created a Black Friday campaign that is equally attractive by combining vibrant colors and images with valuable copy.

Elementor uses countdown timers as well to create a sense urgency for their offer, which will encourage subscribers to click through. CTA copy that uses active language, such as Buy or Shop Now, can also be effective.

Pro Tip: Keep your Black Friday messages simple to grab your audience at first glance. Clean designs have a better chance of converting, and will present your offers in an easy-to-understand manner. Check out our favorite Black Thursday newsletter templates if you want some cool, responsive designs!

10. Bonobos’ Black Friday weekend deals

Subject line: G’morn: Here’s 30% Off All Black Friday Weekend

Bonobos launches an email campaign with Black Friday deals that last the entire week!

What Works: An eCommerce company boosts its Black Friday campaign with a campaign which gives value to their customer base. You can see that the copy informs customers immediately that their coupons and offers are valid for the entire week. This is a great incentive for last-minute buyers!

The brand also uses GIFs and high-quality images to draw attention by showing discounted items as well as their new prices. Bonobos also adds urgency by adding a “Holiday Heads Up!” page that encourages customers to order early in order to avoid delays with shipping.

Pro Tip: Black Thursday can be chaotic for retailers online! Add a dedicated section for customer service like Bonobos, to answer customer questions and help them during the busiest season of the year.

11. Clarks free shipping

Subject line Black Friday Sale: 50% off everything

It’s always great to grab some amazing deals! You can offer free shipping to your customers like Clarks.

What Works? Apart from the irresistible free shipping and returns on the site, the brand created an elegant Black Friday example email that uses the holiday color palette. It also makes use of a large font in white to highlight the 50% discount.

Clarks calls its subscribers to locate a store where they can try out their products. Finally, the brand has used an extra block of content to direct users to its holiday gift guides. Clarks can get a jump on the Christmas shopping season by allowing shoppers to plan ahead.

Pro Tip: Targeted messages in campaigns are perfect for increasing conversions and engagement. Use segmentation of customers for eCommerce in order to deliver the best Black Friday deals. Give them even more reasons to purchase with free shipping or one-day delivery if you can!

You can segment your audience with Moosend’s advanced audience management tools. Sign up for a free account and find out!

12. Casper’s Sale Ends Campaign

Black Saturday is nearly over…

You can send more than one Black Friday message to remind subscribers of your offers and coupons, like Casper.

What Works? After the primary campaign, a brand sent a second message to subscribers later in the day. This was done to ensure that they would check out their special offers. The Black Friday discount code is highlighted by the use of pastel colors, high quality images and bold fonts. The copy is short, but valuable. It encourages shoppers to take action.

Casper, of course, promotes even more products to its subscribers and gives them a “Surprise Black Friday bargain” in order to increase their profit. It also adds a section called refer-a friend to boost its marketing efforts.

Pro Tip: First-time buyers will boost your Black Friday sales. Don’t forget, however, to offer special offers for your VIPs. They will not only appreciate the special offer, but are also more likely to buy from you since they already trust you.

Examples of Post-Black Friday Email newsletters

We’ll show you some examples of emails sent to shoppers during Black Friday weekend in order to promote the Cyber Monday sales or extend the Black Friday deals!

13. Levi’s Discounts on Discounts

Subject line Save 40% on our bestsellers

Levis is already on sale.

What Works? The brand uses all of the elements mentioned above to boost its post-Black Friday marketing efforts. They use GIFs as a way to make their message more interactive and engaging. They also offer an additional 50% off to encourage shoppers to purchase, and they provide free shipping and returns to sweeten the deal.

Levis also shows their customers the daily deals they have to offer to keep their attention and bring them back to shop online!

Pro Tip While this Black Friday example email is great, unfortunately the message has been clipped. Email clipping happens when your email exceeds 102 KB. Optimize your images and text to avoid this. You’ll be able to increase the deliverability of your emails and reduce the risk that they will be flagged as spam.

14. Kenneth Cole extended sale

Subject: Sitewide 50% off + more

Kenneth Cole offers extended Black Friday sales to allow shoppers to purchase them earlier!

What Works: In this Black Friday email, the brand offers its audience one last chance to purchase discounted products after Black Friday. The email is informative and simple, with the 50% Sitewide discount placed above the fold. This will encourage shoppers to take action. The free shipping option is also a great way to increase the audience’s purchasing intent.

Kenneth Cole also adds various blocks of products to direct shoppers to its online shop. You can also find a section called “Shop Your Size” that allows customers to choose their perfect pair of shoes without having to return them.

Pro Tip: Give your subscribers as much info as you can about your product to help them solve any potential problems on the spot.

15. MVMT extends its sale just for you

Subject: Congratulations, the sale has been extended for you!

MVMT’s Black Thursday email newsletter is the ideal mix of personalization, urgency and !

What Works: Beginning with the subject, the brand uses a variety of elements to encourage shoppers to interact. The emojis make the campaign pop in your inbox while “just for you”, makes it more friendly and personal. Subscribers of MVMT will see the discount code and the discount when they open the campaign.

MVMT also makes sure that customers are directed back to the product pages by using product blocks dedicated to specific categories. They have also included free shipping for all orders, giving their international customers more reason to purchase.

Tip: Post-Black Friday campaigns must be clever to motivate shoppers. Don’t try to convince them with new offers. Try to make them aware of better deals to come and use email campaigns for Cyber Monday to boost your sales.

16. Last chance to buy Tone it Up

Subject line: Only hours left!

Use visual elements and your subject line to create a sense urgency, like Tones It Up.

What Works: This brand uses its short subject to encourage subscribers to open their email. The GIF increases the urgency to take action by using the old saying “going, gone, gone.”

Tone It up uses phrases like “Our best-sellers are running out” and “Grab them before they’re all gone” to let shoppers know that it is their last opportunity to purchase their favorite products. The brand also offers additional incentives to boost sales by promoting bundle deals.

Pro Tip: Shoppers enjoy free shipping, returns and…gifts! Give your customers a great freebie that complements their order. You can motivate your audience to spend more money if you give them a more appealing gift.

17. Friday is the day when The Citizenry gives B(lack)

Subject Line: Last Hours

Giving back to the community is not just about increasing sales on Black Friday.

What Works: The Citizenry offers a stunning Black Friday email that gives shoppers a reason to purchase from them. This campaign is different from others because it gives its email a purpose (Build a School). The brand’s Black Friday sales will benefit others, so its audience is more likely to purchase.

This email has a beautiful design, and uses the right colors, CTAs, and other elements to engage its audience. The brand also adds links to the footer of their email to engage its audience and direct them to gift guides, product page, etc.

Pro Tip If you are planning a campaign similar to this, be sure to make it clear and transparent. Use specific copy when telling shoppers you will donate a portion of your profits to’somewhere’. You can even include a link to the organization.

Create a great Black Friday email campaign

Now that you are all inspired, how about we take a minute to think of ways to put this inspiration to use?

1. Black Friday Email Templates

During the holidays, time is a critical factor. You’re doing well if you’ve already planned out your campaigns! You can save time by using a template that has already been created. Start with something simple, and then add the elements that you want using your template-builder tool.

In Moosend’s premade newsletter designs you will find a responsive Black Friday Email template that you can download and customize right away:

Customize for Free

You can add an array element like:

Logo and menu
Various product blocks
Countdown Timers
Videos and GIFs

Drag and drop the element to the desired position. Check out some examples to get inspired!

2. Create a Black-Friday email subject line

You need to create an interesting Black Friday subject to boost your open and click through rates. Create a copy that is unique to distinguish yourself from your competition.

Here are some examples of Black-Friday subject lines used by popular brands.

Be Prepared, the Black Friday Sale is Coming…
Today only, enjoy FREE shipping on ALL orders! (Burt’s Bees)
Black Friday Deals (but only for a limited time) (Walmart)
Save up to 40% on Timberland
Here is our four-day sale. (Apple)
Enjoy 30% off on ALL Products! (H&M)

Keep your email short, valuable and to the point. This will help you avoid the spam folder.

You can use Refine as an email subject tester to see if your ideas are going to work or not. You can also conduct A/B testing to make sure that the final version of your subject line will be appealing to your audience.

3. Offer a great deal

Your holiday shoppers aren’t interested in a 10% discount. Create an offer that is irresistible to your customers. Check out what your competitors are doing and offer something better.

Don’t forget to offer discounts on high-quality products and bestsellers. This is better than offering deals on low quality items that no one buys.

Create an email campaign for your Black Friday sale to attract potential customers.

4. Use product images

Images of products can do wonders for your holiday campaign. Add product blocks that highlight your best deals, and add high-quality visuals.

You can then insert the information you need, such as:

The product name
a short description
The old and the new price
A clear CTA

Here’s a sample of a block created using Moosend’s drag-and drop editor.

5. Add an interesting CTA

Your CTAs will make or break the success of your email campaign. Choose the right color for them to stand out. Add your copy to encourage action! Avoid generic language like “Buy Now” and use creative alternatives.

You can make your CTAs as unique as you want. Make sure they’re clear and concise to encourage your subscribers to click. Don’t forget to pay attention to the placement of your buttons. Place them above the fold to increase clicks.

Add multiple buttons if your campaign is long to grab the attention of readers before they leave.

From Black Friday Inspiration to Creation

Black Friday can be intimidating. It shouldn’t be!

It’s now time to create your Black Friday marketing email campaign! Plan as soon as possible and make sure you cover all aspects, including your landing pages and sales emails!

Start by taking inspiration from successful campaigns and organizing your email calendar. Then, jump into your email platform to begin crafting your messages.

You can create a Moosend account if you want to try our editor out.

It’s time to nail Black Friday Email Marketing, one email sales campaign at atime!

The post Black Friday Email Examples and Tips [2023] first appeared on Email Marketing Automation Platform For Thriving Businesses.

Author: Marilia Dimitriou

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