Competition for inbox space on Black Friday is more intense than the competition for that last slice of pumpkin pie after Thanksgiving dinner. But you can stand out by creating a Black Friday email campaign so irresistible that customers can’t help but open, click, and snatch up the deal.
In this article, we look at 8 outstanding Black Friday strategies (with examples) and analyze what makes each one so great so you can duplicate the tactics in your own campaign.
When is Black Friday in 2024?
In 2024, Black Friday falls on November 29 and Cyber Monday on December 2. It’s the Friday after Thanksgiving and the peak of the holiday season shopping period.
When is the best time to send Black Friday emails?
Most brands will send multiple emails before, during, and after the Black Friday weekend. A typical promotion sequence looks like this:
- Email 1: Teaser sent a week before
- Email 2: Countdown email just before Black Friday
- Email 3: Main offer on the morning of Black Friday
- Email 4: Reminders during the campaign
- Email 5: Last-chance email before the end
Promoting an offer for a full week or more is becoming common. Prepare images, copy, and automations at least two weeks in advance. Just don’t overdo it—too many emails can lead to unsubscribes.
8 Black Friday Email Marketing Strategies You Can Steal
1. Build anticipation with a multi-stage email sequence
Start with teasers, then move to live announcements, reminders, and final calls. This keeps subscribers engaged throughout the sale period.
Example: MailerLite Cyber Week Sale
- Nov 11: Teaser with countdown timer
- Nov 21: Sale is live
- Dec 1: Promo banners in newsletters
- Dec 5: “Ending soon” reminder
- Dec 12: Final call to a targeted segment
This sequence keeps momentum and urgency alive throughout the sale.
2. Re-engage cart abandoners with exclusive discounts
When customers abandon carts, send a reminder email with a discount code.
Example: Columbia
- Highlights discounted product
- Shows similar deals
- Strong CTA linking to the landing page
Note: You must have permission to send cart abandonment emails.
3. Create urgency with a sale-ending email
Most purchases happen at the start or end of a sale. A well-timed final email can drive conversions without being pushy.
Example: Surreal
- Fun, clean design
- Humorous tone
- Clear CTA and savings message
Use urgency to highlight what customers might miss—without shouting.
4. Run a post-sale campaign
Missed the main event? Run a “Black Friday reset sale” like LookFantastic did—11 days after Black Friday.
Example: LookFantastic
- Gives another chance to buy
- Clear offer
- Mentions limited quantities
A follow-up campaign helps you stand out in cluttered inboxes.
5. Reward loyal customers with segmentation
Black Friday is a great time to thank your loyal customers with exclusive offers.
Example: Withings
- Early access for VIPs
- Personalized content
- Makes the recipient feel valued
Use segmentation and personalization to increase retention and build loyalty.
6. Send an anti-Black Friday email
Black Friday fatigue is real. Flip expectations with a minimal, honest email.
Example: Ry Schwartz
- Reflects on past impulse buys
- Frames the offer as high-value
- Uses subtle FOMO
Minimalist campaigns can still sell—while respecting the reader’s inbox.
7. Use social proof to boost trust
Social proof builds confidence and removes objections.
Example: French in Plain Sight
- Strong testimonials
- Clear value offer
- Money-back guarantee
Showcase real users and overcome hesitation with risk reversal strategies.
8. Send personalized post-purchase emails
After a purchase, keep the momentum going with thoughtful follow-ups.
Example: Sundays (Dog Food Company)
- Offers helpful resources
- Uses friendly, first-person tone
- Supports product success
Great post-purchase emails increase loyalty and repeat sales.
8 More Black Friday Email Content Tips
1. Nail your subject line
Use personalization, scarcity, and clarity to grab attention.
Examples:
- Shop ’til you drop—30% off
- Huge discount alert
- 30% off starts soon
- Score big savings—Black Friday sale
Use tools like AI subject line generators if needed.
2. Write engaging email copy
Focus on how your offer benefits the reader. Include offer details, coupon codes, and important dates. Add clear CTAs.
Example: Fussy
- Opens with curiosity: “We’re changing it up”
- Uses urgency: “While stocks last”
- Speaks to values: Sustainability
- Clear CTA in header and button
3. Show products or connect your store
Sync your e-commerce store with MailerLite to add product blocks directly in emails.
This simplifies checkout and improves analytics.
4. Personalize your content
Use customer data—like name, location, or preferences—to tailor content dynamically.
5. Design great-looking emails
Use MailerLite’s drag & drop editor or templates. Save reusable design blocks to speed up multi-email sequences.
6. Test your campaigns
A/B test subject lines, designs, and CTAs. Send the winning version to the full list.
You can even test individual steps in automations.
7. Automate your emails
Schedule each email in advance. Automate follow-ups based on user behavior—e.g., clicked but didn’t buy.
Remove converted users from the automation to avoid unnecessary emails.
8. Analyze campaign data
Review your campaign’s performance:
- A/B test results
- Open and click rates
- Direct sales
Use MailerLite’s Performance reports to track results. Turn high-performing emails into reusable templates.
Now is the time to start Black Friday planning
Start early to be ready for one of the year’s biggest sales events. Pre-schedule emails and use built-in templates to save time.