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Black Friday is the biggest shopping day of the year, drawing huge crowds to stores for deals and steals. But in-store sales are declining as online shopping booms. This shift presents a major opportunity for ecommerce brands to connect with customers through email.
In this post, we’ll explore Black Friday email strategy, writing tips, timing, and real examples from top brands to inspire your holiday campaigns.
What is the future of Black Friday sales? Less in-store shopping, more opportunity for your online business
Research shows that in-store Black Friday traffic has dropped while online sales have jumped 21% year-over-year. For digital brands, this trend means honing your email marketing during the holidays is more critical than ever. With the right Black Friday campaigns, you can capture customer attention amid the avalanche of offers.
Black Friday email strategy tips
- Start your campaigns early, at least 1-2 weeks before Black Friday.
- Write irresistible subject lines focused on urgency, exclusivity and value.
- Showcase your best Black Friday and Cyber Monday deals upfront.
- Use engaging copy, graphics, GIFs and more to catch the eye.
- Make mobile optimization and easy shopping a priority.
How to write a Black Friday email
The key elements of effective Black Friday emails include:
- A compelling subject line. Go with urgency or exclusivity.
- Details on your top deals and savings in the preview text and header.
- Clear calls-to-action to shop the sales throughout.
- Strong holiday-themed imagery and graphics.
- Clear organization of the deals and discounts.
- Prominent links to landing pages.
- Mobile responsiveness and easy navigation.
Now let's look at 10 real-world examples that get these elements right.
10 best Black Friday emails
1. Write a catchy subject line (Casper)
Casper’s “Black Friday Starts Now” sets an urgent tone.
2. All about the urgency (Pretty Little Thing)
Pretty Little Thing uses “48 Hours Only!” to instill serious FOMO. Shoppers better act fast.
3. Showcase your Black Friday deals (National Geographic)
National Geographic prominently previews it’s best Cyber Weekend offer - 60% off gifts - front and center.
4. Put your best graphics forward (BB Dakota)
A bold holiday-themed hero image featuring festive products grabs attention.
5. Write copy that says it all (Cards Against Humanity)
The simple copy tells the full story - 20% off everything, today only.
6. Release the GIFS (Carhartt)
Carhartt uses a branded animated GIF to inject energy and motion.
7. Use humor (but carefully) (RedBubble)
RedBubble keeps things light with a silly joke playing off “Black Eye Friday.”
8. Make holiday shopping easy for your customers(Penguin Random House)
Penguin Random House organizes deals neatly by category like stocking stuffers.
9. Stand out from the pack (REI)
REI forgoes deals, instead promoting time outside on Black Friday with the #OptOutside campaign.
10. Optimize for mobile (Electric Objects)
Easy mobile navigation, bold colors, and simple CTA buttons optimize the experience.
How to build even more holiday hype: Create a Black Friday email sequence
One email is good, but a series amplifies results. Try:
1. The informational teaser email (Quip)
Give a sneak peek at deals to come. Build anticipation.
2. The live sale email
Share the best discounts and savings now that Black Friday is here.
3. The going-going-gone email
Last chance reminders to buy and countdown timers spark urgency.
Black Friday emails: The do’s and don’ts
DO:
- Create a sense of urgency in your content.
- Start emailing 1-2 weeks before Black Friday.
- Personalize emails with dynamic content.
DON'T:
- Be overwhelming with endless promotions.
- Be a pest with too many emails.
- Get too informal - stay on brand.
When is a good time to send a Black Friday email?
Most brands see the highest open rates on Thanksgiving Day and Black Friday. However, starting your campaign 7-14 days prior builds momentum.
How do you write a Black Friday offer?
Focus on the discount percentage, exclusivity, and urgency of the deal. For example: “40% off all products - biggest sale of the year for 24 hours only!”
How many emails should I send for Black Friday?
2-4 emails spaced 2-3 days apart in the week leading up to Black Friday tend to convert well. Send 1 email on Thanksgiving and 1 on Black Friday as well.
Score Your Best Black Friday Yet
Following the email marketing tips and examples in this guide sets you up for holiday success. But if you need additional help planning and executing your Black Friday and Cyber Monday campaigns, the email marketing experts at Sendly can help.
Get a Free Black Friday Email Audit
Sendly will audit your existing holiday automations, segments, timing and design and provide a custom roadmap to boost conversions. Claim your free audit and strategy session to ensure you make the most of the 2023 shopping season.
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