Automate Email Marketing and Boost Sales.

Automate email marketing and boost sales

17 Best Black Friday Email Examples and Tips for 2024

Black Friday is just around the corner, and you must plan your strategies. If you plan early, you will have much time to keep your customers engaged and drive revenue. 

According to a study by Campaign Monitor, 116.5 million emails are sent on Black Friday. The competition to make yourself visible in your customer’s inbox will be high during Black Friday sales. Additionally, consider this: customers are expected to spend an average of $1,652 during this holiday season, as reported by Deloitte.

You need to ensure your email marketing strategies bring increased traffic and a substantial revenue boost. This might seem tricky, but worry not! We’ve gathered the best Black Friday email examples and templates, from countdown deals to personalized recommendations and tips to create the perfect Black Friday sales email.

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What is Black Friday Deals?

Black Friday deals are special discounts and promotions retailers offer on the day after Thanksgiving in the United States. Black Friday is typically the last Friday of November. This tradition started as a way to kick off the holiday shopping season with big savings.

Ecommerce owners can take advantage of Black Friday by offering their customers exclusive discounts and promotions on their online stores, attracting more shoppers and boosting sales during this busy shopping period.

It’s a great opportunity for customers to shop and save, helping businesses and customers get into the holiday spirit.

Why do Black Friday Emails matter?

Black Friday email campaigns matter big time for eCommerce store owners. These emails are like a direct line to your customers’ wallets, and here’s why they’re so important.

  • Boost Sales: Black Friday email marketing can boost sales by grabbing the attention of eager shoppers looking for deals.
  • Stay Competitive: In the crowded eCommerce market, Black Friday email campaigns help you stay competitive and relevant.
  • Build Anticipation: Emails can tease your Black Friday deals in advance, creating buzz and anticipation among your customers.
  • Customer Engagement: Sending well-crafted emails keeps your customers engaged and excited about your Black Friday offerings.
  • Customer Loyalty: Sending exclusive deals to your email subscribers can strengthen customer loyalty and keep them coming back for more.
  • Time-Sensitive Offers: Emails are a perfect way to convey the urgency of limited-time Black Friday offers.

How to send Black Friday emails?

Plan Ahead: Start planning your Black Friday email campaign well in advance. Determine your goals, target audience, and the types of deals or promotions you’ll offer.

Segment Your Email List: Divide your email list based on customer preferences, purchase history, or location allows you to send personalized emails that are more likely to resonate with your recipients.

Timing Matters: Schedule your Black Friday emails strategically. Send teaser emails a few days before the event, reminders on the day itself, and follow-up emails for extended offers.

What to include in a Black Friday email?

  • Catchy Subject Line: Create a compelling subject line that grabs attention and hints at the exciting deals inside the email. Use action words like “Exclusive,” “Limited Time,” or “Huge Discounts.”
  • Clear Offer Details: Clearly state your Black Friday offer, including the discount percentage or special deal.
  • Eye-Catching Imagery: Include high-quality images of the products on sale. Visuals are powerful in attracting attention.
  • Call to Action (CTA): Place a prominent and enticing CTA button, such as “Shop Now” or “Grab Your Deal,” that directs recipients to your website.
  • Urgency and Scarcity: Create a sense of urgency by mentioning the deals’ limited time or quantity. Use phrases like “Hurry, offer ends soon!” or “Limited stock available.”
  • Social Proof: Showcase customer reviews or testimonials to build trust and credibility.
  • Mobile Responsiveness: Ensure your email is mobile-friendly, as many people check emails on their smartphones.

Black Friday email examples

Pre-Black Friday email

Pre-Black Friday sale

Did you know that 20% of the sales during the holiday season come from emails (CampaignMonitor)? When you send Pre-Black Friday emails, it creates curiosity and excitement and increases the open rate. 

This Black Friday email example from Happy Socks has a clean design with just the uncluttered content followed by a clear CTA. The copy is in a smaller font so that the email template won’t look boring. This Black Friday email template has just the necessary content to create excitement about the sale. 

Countdown timer

If you are looking for a way to spice up your black friday email template, add a countdown timer.

Count down timer

Countdown timers create anticipation and a sense of urgency, and this BFCM example has done it right. 

You could use this type of Black Friday email example to brag about the popularity of your brand and how the previous years’ sales went. You could also showcase the best reviews. 

Always remember that a basic Black Friday sale email template isn’t what your customers expect to see. Forget being generic and get brand aesthetic. 

Building anticipation

Building anticipation for Black Friday sale

If you want to keep your customers engaged, you can try building anticipation by teasing your deals every day. 

Uniqlo’s Black Friday email example here has sent an update on Monday’s offer. When the brand does it for each day of the week, it will easily engage customers. 

You can use compelling visuals to provide sneak peeks of the deals or products that will be part of the Black Friday sale. 

Early access Black Friday email template

Early access Black Friday email template

This Black Friday email template from High has asked the customers to sign up for an early access sale and has mentioned the benefits of the sale as well.

Start the Black Friday Sale early and let your customers know. This way, your customers will feel included and get in line for early access.

You can also segment your customers based on a previous year’s interests and offer them personalized discounts.

Be very clear about the disclaimer for your early access sales, if there are any.

Flashsale alert

Flashsale alert black friday email example

The first step to running a successful flash sale is to announce that you are running one. All flash sales are based on a sense of urgency. So don’t hesitate to throw a countdown timer in your Black Friday email template.

J.Crew Factory has the best Black Friday email example for Flash sale. The email gets straight to the point and informs the subscribers about when the sale ends. The GIF is sure to grab the attention of the users in an instant.

Play your cards right to create FOMO using social media to flaunt the price drop, and you’ll easily have a competitive advantage over other retailers.

Sale announcement

Sale announcement black friday email example

Just a simple sale announcement Black Friday email template is enough to grab the attention.

This Black Friday email example has strategically placed a discount code in the email copy followed by a CTA button.

If your goal is just to announce the sale, keep the email copy straight to the point with a brand aesthetic image and place a CTA button.

Creative discounts

Black Friday email example with discount

Customers love surprises and discounts and Forever 21 has nailed both in a single Black Friday email template. The brand has given discounts to customers in the most creative way possible. 

When the customer clicks on the CTA at the bottom of this Black Friday email example, it will reveal a surprise discount for them. 

Try and create bfcm emails with creative discounts that would stir the curiosity of the customers. It would instantly put them in the holiday shopping mood.

Free Shipping

Free shipping black friday email example

Happy Socks has emphasized free shipping using a colorful Black Friday email template. An attractive design and free shipping is sure to grab customers’ attention and boost sales.

Don’t be shy and splash some colors like the above Black Friday email example. Make your customers catch the vibes of the Holiday season with your bfcm email marketing.

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Personalized recommendations

Personalized recommendations black friday email template

If you want your customers to feel special and brag about your brand’s popular items simultaneously, add product recommendations to your Black Friday email template.

The holiday time of the year can be very stressful for customers. Most of them won’t even have time to browse products from your store. You could make it easier for them by suggesting products like the above Black Friday email example.

And look at those CTA buttons. That’s strategic placement. The customers can just click on ‘shop now’ and get started.

Creating FOMO

Black Friday email template to create FOMO

FOMO during the holiday season is something customers wouldn’t like, but if you play it right, you can make more sales out of it. 

This Black Friday email example simply conveys that the time is running out. The countdown timer emphasizes it even more. 

Consider segmenting your email list so that FOMO emails are sent to customers more likely to be interested in the offer. 

Last chance sale reminder

Black Friday email example with last-chance reminder

When there is a discount for the last-chance sale, it is sure to grab the attention of the customers. This Black Friday email example from Clinique has created FOMO by announcing their last chance sale and has added some spice by offering a discount. 

Subject lines that say that there is a discount inside will get your emails opened. You can easily increase sales when you know how to create FOMO with a discount.

Black Friday sale extension

Black Friday sale extension

Not all your customers would have time to shop right on Black Friday. You could run an extended sale for those customers who missed the initial shopping rush.

This Black Friday email example has played it right by displaying the offer in big, bold letters. The template doesn’t have any featured images or creative copy. It has got just the necessary announcement about the sale extension to get the job done.

For a good cause email

for a good cause email

Black Friday doesn’t have to be about just generating revenue. You could also donate a part of your profit for a good cause.

This Black Friday email example gives a touchy feel to the Black Friday sale even though there’s no discount. Giving away for charity is a good strategy because it stands out in the customer’s inboxes.

Mobile Optimized

Mobile-optimized emails

People wake up to their phones. Most of them check their emails on their phones. If your email doesn’t give your customers a smooth experience, they won’t consider visiting your website.

Try maintaining your brand aesthetic like this Black Friday email example from Pioneer Carry. This will help your customers recognize your brand right away.

Colorful Black Friday email

Colourful Black Friday email

ModCloth has truly made a difference. The brand’s Black Friday email example doesn’t have an inch of Black in the template. Instead, the brand has used a colorful template to make sure they stand out in the inbox.

Don’t be afraid to throw in some colors to stand out in a crowded inbox. Just keep the template design meaningful, and don’t forget to include the offer and CTA.

Showcase best products

showcase best products

This Black Friday email example by Bose showcased their best products on sale. The scratch-off and the mention of how much the shoppers are going to save is a good move. What seems a bit off with this template is that the black background and black-colored products blend in, and it doesn’t look very pleasing.

Break the product-focus

breaking product-focus

If you want to look different from the generic Black Friday emails, try something like this example from Huckberry. This Black Friday email example has played it cool with a very relaxed image, not putting the products in the spotlight. The trick is to focus on the holiday vibe to catch the customer’s attention quickly.

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Tips for creating your own Black Friday Email Campaign

Subject lines that grab attention

Did you know that a stat by Omnisend has revealed that Black Friday emails get 20 to 30% higher open rates than other emails?

It all depends on your subject lines. Your Black Friday email’s subject line is your first impression. Make it count! Use urgency, curiosity, and personalization to entice recipients to open your email.

Consider simple subject lines like

“Don’t Miss Out: Exclusive Black Friday Deals Inside!”

“Black Friday Bonanza: Your Savings Await!”

“Black Friday Deals: Grab Your Bargains Before They’re Gone!”

“Limited-Time Black Friday Bargains – Act Now!”

“Black Friday: Where Savings and Style Collide!”

“Black Friday Fever: Catch It While You Can!”

Eye-catching email designs

Visual appeal matters in Black Friday emails. Use a clean, mobile-responsive Black Friday email template with attention-grabbing visuals and compelling product images.

Ensure your email design matches your brand’s colors and style, making it visually appealing and easy to navigate.

Persuasive copywriting

Craft compelling and concise copy in your Black Friday emails. Highlight the benefits of your products or services, emphasize scarcity or limited-time offers, and use persuasive language like “Act now” or “Shop before it’s gone” to drive action.

CTA optimization

Your eCommerce call-to-action (CTA) buttons should appear in your Black Friday emails. Use contrasting colors, clear wording, and action-oriented text like “Shop Now” or “Get 50% Off.” Place CTAs strategically so they guide recipients toward your desired action.


Not all customers are the same. Segment your email list based on factors like purchase history, preferences, and demographics. This lets you send personalized Black Friday emails to different segments, increasing relevance and engagement.

Mobile Optimization

Adobe research has revealed that  40% of revenue comes from smartphones.  As you gear up for BFCM 2024, don’t forget the importance of making your Black Friday email templates mobile-friendly. Utilize responsive design, incorporate large clickable buttons, and maintain concise content to provide a seamless experience for mobile users.

A/B testing

Don’t leave the success of your Black Friday email campaign to chance. Conduct A/B testing to compare different elements like subject lines, email copy, images, and CTAs. Use the results to refine your campaign for maximum impact.

Email deals boost sales by 138%. Sell more this Black Friday with the powerful features of Retainful.


We’ve shown you the best Black Friday email examples, templates, and tips. Wasn’t that inspiring to create your own? We hope now you have a better idea of what to include in your BFCM 2024 emails. 

Start your own Black Friday email campaign early to engage customers and maximize the campaign’s impact. 

Yes, Black Friday emails hold the record for the highest open rate, but that won’t be possible if you don’t know how to craft an enticing subject line. Here’s a guide to creating the best Black Friday email subject lines

Additionally, you can check out our email automation guide to run a successful automated bfcm email marketing. 

How do you write a Black Friday email?

To write a compelling Black Friday email, craft a captivating subject line, highlight exclusive offers, create a sense of urgency, and include clear call-to-action buttons.

How do you announce Black Friday sales?

Announce Black Friday sales through email newsletters, social media teasers, website banners, and sneak peek promotions to build anticipation.

When should I send my Black Friday email?

Send your Black Friday email a week or two before the event to create excitement and remind subscribers. Follow up with reminders as the date approaches.

How many emails do you send during Black Friday?

Consider sending 3-5 well-timed emails during Black Friday week, including a preview, early access, main event, and a last-chance reminder, adjusting frequency based on your audience’s engagement.

What is Black Friday for online?

Black Friday for online retailers refers to the day after Thanksgiving, offering significant discounts and promotions to attract online shoppers, kicking off the holiday shopping season.