Oct 4, 2023

Black Friday Email Examples to Reel Subscribers to Website

Suman Samal, Asst. Marketing Manager
Suman Samal
Black Friday Email Examples to Reel Subscribers to Website
Suman Samal, Asst. Marketing Manager
Suman Samal
Oct 4, 2023

Black Friday Email Examples to Reel Subscribers to Website

Take inspiration from these evergreen Black Friday examples to persuade your subscribers to visit your website. Read more here.
Black Friday Email Examples to Reel Subscribers to Website

Table of contents

Black Friday is the biggest shopping event of the year, and email marketing is one of the best ways to reach out to your subscribers and reel them to your e-commerce store.  

Campaign Monitor reports that 116.5 million emails were sent on Black Friday, and these emails received the highest number of opens and clicks. 

So, we compiled the best emails of 2022 to show you the most common yet proven tactics to convert your email subscribers into customers with Black Friday emails.  

Effective Black Friday Email Examples

Crafting effective Black Friday emails requires a strategic approach to engage subscribers and drive conversions during the noisy holiday season. 

Here are a few brands that are well-versed in adapting popular marketing tactics to seize and hold readers' attention.  

#1. All Deals at a Click Distance 


Subject Line:  👉 BLACK FRIDAY SAVINGS 👈That About Sums It Up ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

Home Depot takes a simple yet foolproof way to promote their Black Friday offers. Packing all the must-need information, like discounts, free shipping, and financing options, upfront in the email quickly informs the viewers what they can expect. The email works as a card, to sum up all the highlights of the Black Friday sale in one go and entice the shopper to dig deep into each category. 

What is working?

  • Prioritizing the necessity: Home Depot took a simple approach by showcasing all the best offers in one go, giving users an option to get a glimpse of their sales. 
  • Reaching the right audience: The brand caters to a broader target audience; hence, grouping their offers based on categories is an effective way to reach their ideal customers. 

What can be improved? 

  • Easy on the eyes: A little whitespace and structure can make the email more skimmable and readable. 
  • Clickable CTA: A visible CTA like a button at the end of the email will get more clicks from shoppers who are exploring Black Friday deals. 

Here’s how West Elm is using the same approach in the best way possible: 


One Takeaway: 

If you’re presenting multiple offers to a broader target audience, make sure to add a clickable CTA at relevant places as much as possible. This makes it easier for viewers to visit your website as soon as they find the best deals. 

#2. Promote a Hard-to-pass Offer 


Subject Line:  BLACK FRIDAY BOGOS 🖤 De-aging serum and eye cream. Buy one, get one free!

Clinique takes one core offer and promotes it with a short and crisp copy highlighting the best features of the product. The buy one, get one free offer paired with the discounts makes it an irresistible deal. 

What is working?

  • Tactical Bundling: The email focuses on shedding light on their core products while leaving a word about overall Black Friday sales. This is the best way to direct your ideal customers to your best-selling products or new product lines. 
  • Irresistible Offer: Combining discounts and buy one get one offer is a powerful way to make your deals irresistible for your target audience. 
  • Sense of Urgency: Displaying a countdown or timer in holiday emails, especially on Black Friday, is one of the foolproof ways to urge your viewers to take action. 

What can be improved? 

  • Appealing visuals: Even though the template looks neat and structured, the lack of emphasis on sale closing time, discount percentages, and offers fails to hook the readers as soon as they open the email.
  • Placements:  The offer and product placements in the email determine if your readers are intrigued by the deals. Highlighting the core perks, like free shipping and bundled product offers, should be done upfront to persuade subscribers quickly. 

#3. Short is Better 


Subject Line:  🖤 BLACK FRIDAY IS HERE 🖤25% OFF everything!!! 

Abercombie followed a straightforward and minimalist approach to their Black Friday promotional email. They listed all their Black Friday offers, like free shipping, financing, and price match promises, and promoted their one-pillar deal. 

What is working?

  • Simplicity: The email is short and to the point, proving to be a good starter to announce Black Friday sales. 
  • CTA Placements: Throughout the email, CTAs were easily accessible. A supporting copy would have made it even more effective in persuading the readers. 

What can be improved? 

  • Monotonous CTA: The same CTA all over the email can become redundant. Using different variations of call-to-actions will make the email look more appealing. A little effort to fine-tune your email copy can go a long way. 
  • Design: The font color should sit well with the template and images. If the background overlays the texts, hooks and CTA will be of no use. 
  • Product display: Displaying the best-selling products or deals in the email can pique the customer's interest even more. Merely informing subscribers about discounts and deals may not intrigue them enough to visit your online store. 

#4. Innovative Approach 


Subject Line:  🥳 2 months of Carbonmade PRO for free A little Black Friday gift from us to you ✨ Nice to meet you✨ 

Carbonmade gave away two months of the PRO plan for free to its email subscribers. Contrary to popular Black Friday marketing tactics, this brand took a new approach. If you do not want to hop on the typical holiday bandwagon, offering other benefits like an extended free trial and subscriptions is an effective way to reel in new users. 

What is working?

  • Engagement: Instead of giving away a coupon code for 100% discount right away in the email, Carbonmade asked their subscribers to reach out to them, ultimately driving engagement from the readers. 
  • Short and Crisp: The supporting copy of the email is short and to the point, communicating the message quickly to the readers and wisely using the limited attention to drive action. 

What can be improved? 

All checkboxes ticked: The email is in-line with its purpose - minimal, engagement-driving and to the point. 

#5. What’s Saved is Greater than What’s Spent


Subject Line:  📣 Black Friday Deals on all your favourite Brands | Sony, Canon, Nikon and more ‌ ‌ ‌ ‌ ‌ ‌ ‌

Instead of promoting the discounts, Jessops straightaway emphasized the money saved. This can easily strike a chord with the viewers, as they expect to buy products at a lower price than usual during the holiday season.  

What is working?

  • Numbers: By precisely highlighting the amount of money saved on each product or deal, the email creates fear of missing out (FOMO) and persuades viewers to snag the deal. 
  • Visuals: Catchy visuals with attention-driving colors can quickly stop the scroll of the readers and hold their attention. 

What can be improved? 

  • Priority: They could have shed some more light on free shipping and other perks to communicate the entire value of the sale. 
  • Specificity: Instead of a “Limited time” reminder, they can insert a countdown or clock to create a sense of urgency. 

#6. Treat them Special 


Subject Line:  🤫 BLACK FRIDAY EARLY ACCESS | Huge savings. Free shipping. FSA eligible. ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌

Glasses USA offered a special deal for their email subscribers during Black Friday. This reflected the importance of valuing the inner circle and the perks of being an active user. 

What is working?

  • Special Offer: Opening early Black Friday doors for email subscribers is an effective way to make the most of the early Black Friday sale.
  • Product Display: Showcasing all their top products relevant to their subscribers in a scroll can pique the interest of the readers and lure them to the website.

What can be improved? 

We get nothing. The email covered all the offers and products in the most appealing way. 

#7. Testimonials for win 


BOSE opted in for a social-proof based Black Friday email coupled with discounts and clickable CTA buttons. This approach not only fosters trust and credibility but also helps convert those price-sensitive customers. 

What is working?

  • Word of mouth: Direct testimonials from customers are the best way to earn the trust of ideal clients. This type of email helps you cover the buyers who are in the consideration stage. 
  • Minimalist Design: A simple yet strong design with well-put text placements and CTA serves its purpose just right. 

What can be improved? 

All on-point. The email is in-line with its goal- minimal, and conversion triggering.. 

How to Write a Compelling Email That Generates Conversions?

#1. Catchy Subject Line

Captivating subject lines is crucial for grabbing readers' attention and enticing them to open your Black Friday emails. To achieve this, create a sense of urgency or exclusivity by using power words and emotional triggers that pique curiosity. Keeping the subject line concise and to the point is key to maximizing impact. 

Experiment with different subject line strategies to find what resonates best with your audience. Incorporate NLP terms such as "limited time," "online shopping," and "last chance" to create a sense of urgency and exclusivity. Remember, the goal is to reel in subscribers to your website during the holiday season, so make sure to craft short and crisp subject lines that entice your readers to open your email.

#2. Creating Valuable Offers for Black Friday

When it comes to Black Friday, creating valuable offers is essential to attract and engage customers. One effective strategy is to develop irresistible offers that provide significant value to your audience. This can include offering exclusive discounts or promotions specifically for Black Friday shoppers. Another tactic is bundling products or services to add value and savings. 

Creating limited-time offers can also create a sense of urgency and encourage immediate action. It's important to clearly communicate the benefits and savings customers will receive by taking advantage of these offers. By implementing these practices, you can create a Black Friday email campaign that captures your readers' attention and drives sales.

#3. Leveraging Product Images for Impact

When it comes to creating impactful Black Friday emails, leveraging product images can make a significant difference. High-quality and visually appealing images can capture your reader’s attention and showcase your best-selling or most popular products. 

Highlighting unique features or benefits through visuals can effectively communicate the value of your products and how they can solve customer problems. Additionally, optimizing your images for fast loading across devices ensures a seamless user experience. 

Remember, during the holiday season, competition is fierce. Using product images strategically in your Black Friday email campaign is a great way to stand out and create brand awareness. Utilize this sales-oriented strategy to reel subscribers to your online store and drive conversions.

#4. Compelling CTA 

Compelling and effective call-to-actions (CTAs) are mandatory to motivate your readers to take action. Using action-oriented language and emphasizing the benefit or value of clicking on the CTA can help drive conversions. Visual prominence is also key; make your CTA visually striking with contrasting colors and button designs. Also, test different CTAs to determine which ones generate the highest conversion rates. 

#5. Prioritise Design

When it comes to crafting a successful Black Friday email, it's crucial to prioritize design. Invest in a visually appealing and user-friendly email design that immediately grabs your readers' attention. Use a clean, organized layout that guides their attention to the most essential information. 

Incorporate branded elements, such as your logo and color scheme, to reinforce your brand identity and make your emails easily recognizable. And don't forget to ensure that your email is mobile-responsive, so it looks great on all devices. Finally, use captivating fonts and graphics to enhance the overall aesthetic and draw your readers in. 

Black Friday Email Best Practices

1. Start emailing early

Start your email campaign early to make the most of the holiday season. Send out initial teaser emails to create anticipation and build excitement among your subscribers. 

Offer sneak peeks at upcoming deals and promotions to get them interested. You can also encourage subscribers to sign up for early access to exclusive offers, making them feel special and valued while building your email list. 

2. Personalize emails

Personalizing your Black Friday emails is crucial to a successful email marketing strategy. By addressing subscribers by their first name in the subject line, you can grab their attention and make them feel valued. Additionally, using past purchase data to recommend relevant products shows that you understand your customers' preferences and increases the chances of conversion. 

Another effective technique is to segment your email list based on customer preferences, allowing you to send targeted promotions that cater to individual interests. To tailor your email content to reflect the recipient's interests, consider incorporating elements that align with their preferences and shopping behavior. 

3. Optimize for mobile 

Optimizing your emails for mobile devices ensures your email is delivered in the best format possible to all devices. With the increasing popularity of online shopping during the holiday season, including Black Friday and Cyber Monday, more customers are accessing emails from their smartphones or tablets. Hence, a responsive email design is essential to guarantee that your emails are displayed correctly on mobile screens. 

Keep subject lines short and engaging, capturing mobile users' attention amidst the flurry of holiday emails. Additionally, use minimalistic and clear email layouts that facilitate easy navigation on smaller screens. 

4. Stay Relevant

Research the latest trends in e-commerce and the holiday season to incorporate them into your Black Friday offers. Analyze customer behavior and preferences to determine which deals are most relevant to your audience. Consider their specific needs and interests, and segment your email list based on demographic or behavioral data. 

Tailor your messaging to align with your brand identity and values, making sure to highlight the benefits of your offers. By staying relevant, you can capture the reader's attention, attract loyal customers, and increase brand awareness. 

5. Create irresistible offer

Offer exclusive deals and discounts only available during the holiday season, such as Cyber Monday or Black Friday weekend. Create a sense of urgency by using limited-time offers and countdown timers to remind your readers that time is running out. Personalize your emails by addressing subscribers by name and tailoring offers based on their past purchase behavior, showing them that you understand their needs and requirements. 

Use eye-catching graphics and visuals to showcase your products and deals, making it impossible for your readers to resist clicking through to your online store. Provide clear and concise information about your sale, including dates, times, and any restrictions or limitations. 

What are the common mistakes to avoid in Black Friday emails?

Here are a few common mistakes you should avoid at all costs in your Black Friday email campaign. 

1. Overwhelming Subject Lines

Avoid using overly long or complicated subject lines that might confuse or turn off your subscribers. Keep it short, catchy, and to the point.

2. Lack of Personalization

Don't send generic emails to your entire email list. Personalize your messages by addressing subscribers by name and tailoring offers based on their past purchase behavior.

3. Unclear Sale Information

Provide clear and concise information about your sale, including dates, times, and any restrictions or limitations. Confusing or incomplete details can frustrate your audience and lead to missed opportunities for sales.

4. Inconsistent Branding

Ensure your Black Friday email aligns with your brand's visual identity. Use consistent colors, fonts, and graphics to create a cohesive and professional look.

5. Neglecting Mobile Optimization

With the increasing use of smartphones, optimizing your Black Friday emails for mobile devices is crucial. Make sure your emails are responsive and easy to navigate on smaller screens.

6. Overloading with Images

While eye-catching visuals are important, too many images can slow down the loading time of your email and may also trigger spam filters. Limit the number of images in your Black Friday email to ensure deliverability.

7. Lack of Call-to-Action

Don't forget to include a clear and compelling call-to-action in your Black Friday email. Make it easy for subscribers to take the desired action, such as browsing your website, adding items to their cart, or purchasing.

8. Ignoring Testing and Analytics

Before sending out your Black Friday email, test it across different devices and platforms to ensure optimal performance. Additionally, track and analyze your campaign results to identify improvement areas in future Black Friday emails.

Takeaways and Tips 

  • The success of your Black Friday sales is determined by your offer, email copy, and format. Spend extra time nailing these three elements to make the most of the holiday season. 
  • Using psychological marketing tactics like urgency and fear of missing out (FOMO) can increase your conversion rate during the holiday season. 
  • Don’t be hesitant to try out new and innovative offers. Starting your Black Friday campaign early gives you the liberty to run A/B test with your emails. 
  • Analyze your past holiday season data to find what worked for your brand in the past and double down on your strengths.  
Suman Samal
Asst. Marketing Manager
ABout the AUTHOR
Suman Samal
Asst. Marketing Manager

Suman Samal is a Asst. Marketing Manager at Scalenut. She is a technology enthusiast with a keen interest in content marketing and SEO. She truly believes that with the right set of tools every organization can improve the ROI of their content marketing campaigns. She spends her time managing content operations at Scalenut and ensuring that everything we publish is of the highest quality.

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