22 Black Friday Email Examples to Help You Stand Out

It’s no secret that great Black Friday sales strongly indicate a successful holiday season and a profitable year-end for businesses across all niches and industries.

And if the estimated $9.8 billion turnover during Black Friday 2023 alone is any indicator, we could be in for a double-digit billion-dollar turnover in 2024.

In addition to regular advertising funnels and web assets, email marketing will be the main cornerstone of any Black Friday marketing strategy that aims to maximize this imminent opportunity.

In this quick guide, you’ll find the best Black Friday email examples to inspire and help you get the best results from one of the busiest sale seasons of the year. 

Why is Sending Black Friday Emails Worth It?

Last year, American consumers spent $321.41 on holiday shopping during the Thanksgiving holiday weekend.

Therefore, one way to look at this is that not only is Black Friday the biggest shopping day of the year in the United States, but it also kicks off the busiest shopping season.

1. 13% of all retail sales in the US occur between Black Friday and Christmas; 
2. Buyers spent $70.9 billion in online store during Black Friday in 2023;
3. 68% of shoppers plan to shop online exclusively during Black Friday.

Black Friday shopping is no longer confined to being a brick-and-mortar store event. It has been online for a while now.

So now is the perfect time to plan that magical mail campaign for the Black Friday sale. A standout Black Friday email campaign that’ll get your digital cash registers (if there is such a thing) ringing like no tomorrow.

Discover the latest Black Friday marketing statistics to help you stay ahead of the competition this holiday season: Black Friday Statistics: Key Sales and Shopping Trends

Pre-Black Friday Emails Examples

In today’s world, creating curiosity and building hype before the actual event is as important as the real event. So, your Black Friday campaign shouldn’t be limited to the Thanksgiving holiday weekend. You can plan a Black Friday email strategy that warms up your audience for upcoming deals. Here are some examples: 

1. Black Friday Teaser – Peak Design

Want to get a jump on your Black Friday sales? Send out a teaser email. These emails create excitement before the big day and motivate your target audience to shop. The secret is to tease the best deals without giving everything away.

Peak Design chose an effective, though, let’s be honest, unconventional approach to tease its sale:

Here’s what we loved:

• This email grabs attention with its creativity;
• The imagery builds intrigue without giving everything away;
• The minimal text is powerful and enticing.

2. Black Friday Early Newsletter – Canva

If you’re emailing regular newsletters and are afraid your Black Friday campaign goes unnoticed, inject some suspense and create anticipation for your upcoming sale.

You can’t go too wrong copying how Canva does it:

What we loved:

• Instead of just shouting about the deal, the email highlights how the offer benefits the customer;
• The email also serves as a timely reminder for businesses to gear up for the season;
• The email design is eye-catching and stays true to the brand.

A great email design needs to get seen, and to be seen your email needs to get opened. Take a look at these 115+ catchy email subject lines (examples).

3. Pre-Black Friday Sales Email – Streamable

Sending an email blast announcing pre-sale access to your subscribers is a high-impact tactic. It can make users feel you value them and are ready to be flexible so they don’t get swamped with offers during Black Friday.

Streamable is on to something with their Black Friday email strategy. For a few years now, they’ve kicked things off early with early sales – and it’s been paying off big time.

What we loved:

• This early access sale isn’t just about driving profits; it genuinely rewards customers.
• The copy feels warm and genuine, setting it apart from generic sales emails.
• The layout is easy to navigate, and shoppers can quickly find the most relevant deals.

4. Black Friday Sneak Peek – Michael Kors

Teasing your subscribers by offering an exclusive sneak peek generates interest in your Black Friday deals. You should plan such a campaign in the month before Black Friday. 

Here’s how Michael Kors offers a sneak peek in their email: 

What we loved:

• The grand product image works as a great hook when you open the email; 
• The conversational email copy is also tempting;
• The mention of the special Black Friday deal on the exclusive product creates a FOMO effect; 
• The email gives enough to the subscribers without delving too much into the details. 

Black Friday Email Examples to Drive Sales

Inspiration comes in all shapes and sizes. Here are ten holiday marketing emails to prove it:

5. Offer Email to Loyal Customers – SoundStripe

While the Black Friday offer and discounts attract new customers, it’s the perfect time to show appreciation for your loyal customers, too. A targeted email offering exclusive deals, early access to sales, or bonus reward points can make them feel valued and eager to shop. 

SoundStripe knows it wouldn’t have gotten so far without its fanbase, so surprising them was non-negotiable: 

What we loved:

• The Black Friday subject line “👀 Early sneak peek. Your extra special offer is ready!” is irresistible and creates a sense of excitement and exclusivity;
• Loyal customers feel seen and appreciated because the offer clearly targets them.
• The substantial offer is exciting and drives conversions.

6. Black Friday Weekend Deals – Rad Power Bikes

Rad Power Bikes know how to prepare their sleigh in summer for the holidays. They purposely chose a holiday gifting theme for their ‘Black Friday Weekend Deals’ email. 

This email is a great example of how to turn Black Friday into something more than ‘just discounts’ without making users feel left out. The idea of gifting linked to Black Friday savings is a clever move on the brand’s part. 

What we loved:

• The green header background makes brand’s product the hero of the email; 
• The holiday elements influence subscribers to get into the Christmas mood without mentioning it in the copy;
• The offers are cleverly presented as holiday presents rather than being pushed to prospects.

7. Attractive Black Friday Email with Coupon Code – iKhokha

Want to see a surge in your Black Friday sales? Offer a tempting discount and make it easy for customers to redeem it. Include a coupon code directly in your email so they can grab the deal without any hassle. 

iKhohka knows things get hectic with seasonal email marketing. That’s why they kept their email clean and simple, highlighting a strong discount with an easy-to-use coupon code:

What we loved:

• The offer is simple yet effective – it proves you don’t need fancy gimmicks to grab attention;
• The full-size image of the product perfectly showcases its key feature;
• The coupon code is presented as a plan B, providing the customers with a choice;
• The “watch your price drop” call to action adds a touch of playfulness.

8. Creative Black Friday Sale Email – Surreal

Black Friday email ideas present a fantastic opportunity to showcase your brand’s personality and have a little fun. Don’t be afraid to think outside the box with your email design and copy. 

Here’s an example that breaks the mold and captures attention with its creativity:

What we loved:

• The header instantly grabs attention; it’s playful and unexpected;
• The copy is engaging and keeps the reader hooked;
• The more you buy, the more you save – the message resonates and encourages larger orders.

9. Black Friday Deals GIF Email – Freshly

A GIF is an instant attention-grabber, especially in the email inbox. Creating an interactive Black Friday email template with a GIF is an amazing idea to stand out and be memorable. 

The following email by Freshly — their marketing team has cleverly used a GIF with contextual content to announce their Black Friday sale and special deals on their fresh meal delivery plans: 

What we loved:

• The GIF of gift boxes with question marks creates intrigue in subscribers’ minds about the sale offers;
• The complementing copy about the secret being out is impactful;
• The fresh meal bowl and the $175 off promise makes people want to save more and click the CTA.

10. Eblast with Great CTA – Cards Against Humanity

Sending an email blast with a strategic CTA can bring incremental sales during the Black Friday season. After all, you already know how important a CTA is for your email marketing campaigns. 

So, let’s take a look at an example that nails the CTA:

What we loved:

• The email comes with one of the simplest but most irresistible Black Friday subject lines – “200% Off Sale”;
• The offer is something you don’t see every day, making it stand out from the crowd;
• The CTA creates a sense of urgency like anything else, encouraging action here and now.

11. BFCM Promotional Email – Dinnerly

Everyone loves crazy deals — that’s why Black Friday is so popular. Right? 

Planning an email blast announcing your crazy BFCM (Black Friday Cyber Monday) deals is something you should spend some time on. If you get it right, you can surely register your highest revenue month this weekend. 

Remember, it’s all about sharing how crazy your deals can get and topping it up with an equally stunning design. Here’s an example of a BFCM email blast by Dinnerly. 

What we loved:

• The brand used a straightforward, yet highly effective Black Friday messaging; 
• The copy announces how everything about the BFCM offer favors the recipient; 
• The countdown timer creates a sense of urgency to use the early-access offers before the sale ends. 

12. Checkout Email – Pulp & Press

People splurging on Black Friday doesn’t mean you won’t witness abandoned carts on your ecommerce store. In fact, you might find more people abandoning the cart during Black Friday, mainly because they expected more discounts or just because they’re distracted. 

To make sure you don’t miss out on potential sales, you need to have a great cart abandonment email template ready for Black Friday. Think of it as a failsafe mechanism that would bring back lost revenue in case your Black Friday offers or emails fail to impress your subscribers. 

Here’s an example of an abandoned cart email that will encourage a shopper to give a second thought about the items: 

Image source: Pulp & Press

What we loved:

• The brand has used clever copywriting to give a subtle reminder that the Cyber Monday sale won’t last forever; 
• The headline followed by the sale price reminder grabs the reader’s attention; 
• The additional offer with a clever CTA button and user reviews encourages the abandoner to reconsider completing the purchase.

13. Black Friday Sale Email – Hush & Hush

Your Black Friday sale email is one where you announce your best offer to your list of customers and prospects while hoping to capture their attention and convert it into a transaction before anyone else does.

Here’s a good example of how it’s done by Hush & Hush:

What we loved:

• The plain white and black background of this Black Friday email template visually enhances some excellently taken product photos;
• Email text has been kept to a bare minimum, making the products the centerpiece;
• The best products are clearly laid out, all under a single and straightforward offer;

Want to create Black Friday emails that actually make sales? You need an email marketing tool that’s got your back.

Sender is that tool. Check out how easy it is for Hush & Hush to build their emails:

All it takes is to pick a responsive template and customize it using Sender’s drag-and-drop builder. No coding, no headaches – just simple, effective email marketing.

14. Black Friday Newsletter – Paper Collective

Black Friday email marketing is a prime opportunity to use your newsletter to connect with your subscribers. Use it to share curated product selections, exclusive deals, and any other exciting promotions you have planned. 

This is a Black Friday newsletter done right:

Here’s what we loved:

• The email is a visual treat, showcasing the products and drawing readers in;
• Dividing products into themes with clear CTAs makes browsing and shopping a breeze.
• The copy is inviting and pressure-free; instead of aggressive sales tactics, it encourages exploration.

15. Email Offering Free Stuff – CAH

Not every offer on Black Friday has to be about something free, but when it is, your offer shouldn’t shy from stating so.

You can almost say that Cards Against Humanity’s email screams about it:

What we loved:

• The unique design stands out from typical Black Friday emails while strongly reflecting the brand identity;
• The single, crystal-clear message leaves no room for confusion;
• The air of mystery surrounding the offer compels readers to click the CTA and discover more.

16. Black Friday Teaser Email – Google Store

Creating an intense longing for your Black Friday deals can greatly maximize your results when your sale goes live. And you can do that easily using a neatly written Black Friday teaser email.

Check out Google’s Black Friday email below for some neat inspiration:

What we loved:

• The visually almost-perfect, homogeneous design grabs immediate attention;
• The email uses loss aversion tactic by drawing the reader’s attention to the money they’d be saving;
• It also suggests adding the Black Friday sale event to the calendars to be reminded automatically.

17. Promotional Email – DesignModo

Whether you are only offering free shipping for the first hundred buyers or a BOGO (Buy One, Get One) offer to unlimited purchasers over the BFCM weekend, your Black Friday promotional email should make the offer easy to understand and as desirable as possible.

For example, DesignModo did a great job communicating:

What we loved:

• The main creative is eye-catching;
• The messaging is concise and communicates the deal in as few words as possible;
• The attractive layout enhances the excellent choice of colors and typography.

18. Book Sale Email – A Kids Co.

Even bookworms love a good Black Friday deal. So, why not target readers with tailored promotions and enticing offers to boost your sales? 

Here’s an example of a Black Friday email designed to capture a book lover’s attention:

What we loved:

• The header image is eye-catching and perfectly reflects the brand;
• The early launch gives shoppers a head start;
• The free product offer is generous and transparent – the conditions for claiming it are clearly explained.

Post-Black Friday Email Templates 

Don’t let your email marketing efforts dwindle after Black Friday. Capitalize on the post-holiday shopping spirit with targeted campaigns. These are just a few of many ideas:

19. Thank You and Last Chance Sale – Kizik

Last-minute holiday emails, especially those announcing a final sale, can be incredibly effective in capturing those procrastinators and securing those final purchases.

Knowing it, Kizik sent this email to subscribers who haven’t yet bought:

What we loved:

• The “Last Chance” message is prominent yet tasteful;
• The tiered deals are easy to understand at a glance with the combination of text and product imagery;
• While repetitive, the multiple CTAs actually enhance navigation.

20. Cyber Monday Email Reminder – BAGGU

Black Friday might be over, but the deals keep rolling with Cyber Monday. A well-timed reminder email is key to grabbing your subscribers’ attention and getting them excited for another round of savings. 

Take a look at this example and try telling us about Cyber Monday emails otherwise:

What we loved:

• The eye-catching design guides you exactly where the brand wants you to look;
• The discount, the offer, the details – it’s all laid out in a way that’s easy to understand at a glance;
• The absence of specific products creates intrigue.

21. Holiday Gift Guide Follow-Up – Warby Parker

Holiday gift guides are fantastic for inspiring shoppers, but sometimes a little extra nudge is needed. A follow-up email that highlights your top picks or offers a special incentive can be just the thing to encourage those holiday purchases.

That’s exactly why Warby Parker decided to send a second gift guide email but with an important change this time – offering gifts for different types of people:

What we loved:

• The copy acknowledges the reader’s potential pain point and immediately swoops in with a helpful solution;
• The curated gift selections cater to diverse personalities and interests;
• The design is visually appealing and subtly incorporates festive elements.

22. Customer Feedback Request – J. Crew

Okay, Black Friday and Cyber Monday are over. Now’s the perfect time to hear what your customers really thought. Create an email asking for feedback on their shopping experience or products they’ve bought.

J. Crew sent this email asking for customer thoughts:

What we loved:

• The brand clearly emphasizes how much they value customer feedback;
• The insights gathered will not only fuel improvements but also serve as social proof;
• Sharing thoughts is effortless as recipients can quickly select the specific item they want to review.

Crafting the Perfect Black Friday Email Campaigns

Ready to rock this Black Friday? Here are some time-tested, best practices to create effective Black Friday emails:

All the best in executing your Black Friday email strategy!

Find out more genius holiday marketing tips in these articles:

• 16 Festive Holiday Marketing Ideas That Boost Revenue
• 30+ Fall Marketing Ideas to Promote Your Business
• 175+ Black Friday Email Subject Lines for Big Opens

About author

Camilla Mackeviciute

Author

Sender

Camilla is the content wizard who weaves creativity and strategy into every piece she works on. Her expertise lies in crafting impactful content that drives results.

Writer - Vesta Oldenburg