Black Friday: Email Examples, Templates & Campaign Tips

Sep 28, 2022 - By Camilla Mackeviciute

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

And if the estimated $9 billion turnover during Black Friday 2020 alone is any indicator, we could be in for a double-digit billion-dollar turnover in 2022.

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, we tell you everything there is to know about high-converting Black Friday email examples templates & winning subject lines so that your email campaigns are ready for what could quite possibly be the busiest sales day of the year—Black Friday.

Why Black Friday Emails?

According to a PwC industry report, the average American expects to spend about $1300 throughout the entire holiday season.

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. 30% of all retail sales occur from Black Friday till Christmas (by Ecommerce News).
  2. In-shopper visits on Black Friday 2019 fell by 6.2% (by Shopper Trak).
  3. In 2019, 93.2 million buyers (40%) made a purchase online on Black Friday (by Adobe, NRF).
  4. Amazon accounted for 54.9% of all sales on Black Friday (by Econsultancy, eMarketer).

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

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

10 Black Friday Email Examples We Love

We believe inspiration comes in all shapes and sizes. Here are ten of the Black Friday newsletter email templates we love.

1. Black Friday Offer Email to Customers by Hush and Hush

We love this mailer because the plain white and black backgrounds visually enhance some excellently taken product photos. In addition, email text has been kept to a bare minimum. Making your product look desirable to the eyes is a MUST — especially in e-commerce.

We love the simplicity of the offer too. The best products are clearly laid out, all under a single and straightforward offer — Buy ONE and Get the Second at 50% OFF.


To create a high-converting Black Friday email, you need to use an email marketing tool that has all features you need.

Let’s take a look at how Hush and Hush email creation looks from inside Sender:


Create emails like this one in easy-to-use drag-and-drop Sender’s email builder without any hassle.

2. Black Friday Teaser Email by Bumble and Bumble

Haircare specialist Bumble and Bumble’s email is purely offer-driven. An element of FOMO (Fear Of Missing Out) has been nicely included right at the top by saying “Ends Today”. Also, the email content is minimal but highly relevant.

Visually highlighting the “25% OFF” is a great idea, too, so it keeps the reader’s focus on the offer.

We also like how Bumble and Bumble stand out by inserting their values and ethics that point to their concern for the environment by clearly stating that they DO NOT test their products on animals. Instant love!

They could have done better to highlight FREE SHIPPING alongside the 25% OFF since that is also a desirable component of this deal.


3. Attractive Black Friday Email with Coupon Code by Aquasana

We like the bold email design that includes aristocratic black and cool blue. The animation ensures attention. Also, the email copy that says “Best. Friday. Ever” is neat and relevant to this occasion of Black Friday.

60% OFF Sitewide offer apart, other individual offers have been neatly laid out next to simple yet attractive-looking product images with individual CTA (Call to Action) buttons right next to them. It definitely makes shopping feel a lot easier.

They could have done better to highlight the promo code “BLACKFRIDAY” with a better background color or bigger font. Also, if this were to be pre-encoded into the button click, the reader doesn’t even have to bother typing the coupon code out to avail of the offer; nothing quite like it.


4. Eye Catching Black Friday Sales Newsletter by In Season Jewelry

In Season Jewelry tagline says they are makers of the “Finest Children’s Jewelry in the World”. The age segments of children they serve are very clear at the top by mentioning the age groups.

The sales copy is neat — 30% OFF. Every. Single. Thing.

Also, the FOMO element is highlighted by the limited period of the offer.

They could have done this better by including adorable pictures of kids wearing their jewelry which would have automatically made their product more desirable. Alternatively, a picture depicting some of the latest attractive designs would have made this more eye-catching! But we still love it!

Also, if FREE shipping is a thing with their customers (they’d probably know this way better than us), it would be nice to highlight that.


Also read: 115+ Catchy Email Subject Lines (Examples)

5. Creative Black Friday Sale Email by Timex

In this email, high-quality, creative graphics emphasize the premium brand that TIMEX has grown to become. The offer is clear and crisp — 30% OFF Sitewide.

We also like the fact that they’ve included two separate CTAs towards the bottom for MEN and WOMEN. FREE shipping is also highlighted at the top.

We wouldn’t want to change anything about this one email. Just “send it already”.


6. GIF Email by 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: 


Image Source: Freshly

This Black Friday email template should give you an idea of how to create interactive email content to announce your sale. 

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 definitely something that makes an impact. The fresh meal bowl and the $175 off promise will surely make people want to save more click the CTA button and check the Black Friday Sale offers by Freshly. 

7. eBlast with Great CTA by HP

Sending an email blast with a strategic CTA can potentially bring incremental sales during the Black Friday Season. You already know how important a CTA is for your email marketing campaigns. 

Here’s an email by the hardware giant HP that uses clever copy along with an eye-catching visual for the header CTA: 


Image Source: HP 

The CTA button on top of the bright visual of grandpa speeding to ‘BEAT THE RUSH’ is a great example of how tech products can be marketed without boring the audience. If you’re in the tech niche, it’s a great cue to spice up your email blast visuals with unique CTA headers or clever copywriting to stand out during Black Friday and Cyber Monday Weekend. 

8. BFCM Email by Dinnerly 

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

Planning an email blast announcing your crazy BFCM deals is surely 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. 


Image Source: Dinnerly 

The email by Dinnerly is one of the finest Black Friday email examples, mainly because of its straightforward approach. 

The copy announces how everything about the BFCM offer favors the recipient. The countdown timer creates a FOMO effect and reinstates that users should avail of the early-access offers before the sale ends. 

9. Pre-sale Email by Fashion Nova 

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

You can plan a pre-Black Friday email for a couple of days or even a week before the event. 


Image Source: Fashion Nova

The eye-catchy email template tells a user that they can avail all the Black Friday offers early. Here too, you will see a countdown timer telling that the deals and offers are time-sensitive and the reader should rush to grab them. 

The last design block with a prominent 1-day shipping message when they choose to spend at least $100 is a great strategy. This is a clever offer as people will love to get their deliveries well in time for the holidays. 

10. Checkout Email by Pulp & Press

People splurging on Black Friday doesn’t mean you won’t witness abandoned carts on your eCommerce store. You’ll 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 a Black Friday/Cyber Monday checkout email that will encourage a shopper to give a second thought to their abandoned cart: 

Image Source: Pulp & Press 

Pulp & Press has used clever copywriting to give a subtle reminder that the special Cyber Monday discount will not stay forever. The headline about forgetting something, followed by the sale price reminder, will grab the reader’s attention. The additional offer with a clever CTA button and user reviews will encourage the abandoner to reconsider completing the purchase. 

Don’t forget to remind shoppers that the Black Friday offer is for a limited time, and they should check out before time runs out, like Pulp & Press during Black Friday. Adding a countdown timer to your Black Friday checkout email is a great way to increase the chances of conversion. You can even offer additional discounts, free shipping, or any other incentive for visitors who abandoned their cart. 

6 Black Friday Email Template by Popular Names

Given the sea of inbox competition you are likely to face this Black Friday, you should aim to stand head and shoulders above the rest by getting creative with what you want to say and how you say it.

Often, the answer lies in working smarter, not harder.

Don’t have time to create your own Black Friday design? Say no more! Check these templates you can use for Free:


Here are our top 5 Black Friday email design and template ideas to get your creative juices flowing.

Black Friday Sale Email – Postable

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.

Postable is a 100% online greeting card design service that allows users to personalize and design highly customized wishing cards for every possible occasion.

When you have a great offer and a loyal audience, you only need a simple design to get your message across.


Image source: Postable

The highlight of their offer is the 25% off being offered on account of Black Friday, and as such, the design amply emphasizes the same. 

While the messaging is kept simple and concise, we love the unique call to action ‘To the Cards’ that is refreshingly creative.

If you’re looking for an effective Black Friday sale email design that doesn’t take days to design or weeks to get approved, this is definitely one of them.

Black Friday Newsletter – Canva

If you’re already emailing regular newsletters, injecting some suspense and building anticipation for your upcoming Black Friday sale can get easier.

You could also send out a Black Friday special offer during the BFCM weekend to draw more subscribers’ eyeballs to your ongoing sale.

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


Image source: Canva

What we really love about this email newsletter from Canva is that it is one of the most non-salesy Black Friday newsletters we have read in a while. 

The subject line is kept simple and communicative; no nasty surprises there. 

The email then briefly mentions the upcoming Black Friday event and touches upon the need for your business to prepare well for it by designing your promotional templates in advance.

A few scrolls later, Canva makes its irresistible “pay for 1, get 4” offer that is hard to say no to.

Great-looking email design maintains Canva’s branding on point while subtly soft-selling its monthly subscription package. All in all, a great example to get inspired by.

Black Friday Email Offering Free Stuff – KitchenAid

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

KitchenAid is an online ecommerce portal that sells premium electronic and countertop kitchen appliances. We think its Black Friday promotional email is impressive enough for us to take a leaf or two from it for inspiration.


Image source: KitchenAid

You can’t do much wrong when marrying a simple yet straightforward subject line with a high-quality creative of your top product and following this up with a crisp creative that tells the reader what to do. KitchenAid does this with aplomb.

It also makes a compelling subscription offer that provides access to Free installations, delivery, and haul away. Their financing options and a 15-day return policy for major appliances make this offer even more tempting.

The design is kept intentionally clean through good color choices and intelligent use of whitespace, while the choice of font and font size makes the messaging hard to miss.

It’s an email we’d gladly click as prospects and customers.

Black Friday Teaser Email – Google

According to the National Retail Federation’s annual survey of 2021, nearly 49% of shoppers took advantage of early holiday sales before Thanksgiving. 

Therefore it pays to go early with your Black Friday promotions.

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.


Source: Google

The subject line is enticing enough to make you open the email, while the visually almost-perfect, homogeneous design holds your continued attention.

This Black Friday teaser email uses the psychological concept of loss aversion by drawing the reader’s attention to the money they’d be saving by making promotion-specific purchases during the sale.

The email also very smartly requests the readers to add the Black Friday sale event to their calendars, so they get reminded automatically.

It is one of those emails that’d definitely get us clicking and spending for sure, and all of this well before Black Friday.

Black Friday Promotional Email – DesignModo

Whether you are only offering FREE shipping for the first hundred buyers or a 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.

DesignModo is a SaaS platform that helps non-IT-savvy businesses build their own websites and HTML emails using drag-and-drop tools.

They did a great job communicating their Black Friday special offers in the email design below.


Image source: DesignModo

The main creative is eye-catching and is perhaps kept so to showcase their dominance when it comes to all things design. The messaging might not exactly make it to the Black Friday copy ideas swipe file of all time, but it is kept concise to the point where it communicates the deal in as few words as possible.

The attractive layout enhances the excellent choice of colors and typography.

DesignModo also makes it a point to briefly introduce its different product verticals such as Startup, Postcards, and Slides to readers in layman speak, with the CTA (call to action) conveniently placed next to each one of them.

Do You Need to Send that Black Friday Teaser Email Still?

It is critical to remember not to wait until Black Friday to start your deals—promote them in advance.

The best day to send Black Friday emails is days in advance.

When it comes to Black Friday and other seasonal campaigns of this stature, blast emails (also called an ‘eblast’) seldom help. The typical holiday season email sequences will include:

This is no longer just a BFCM (Black Friday Cyber Monday) weekend promotion scheme. Instead, this popularly called the “Cyber 10” period actually begins on the Sunday before Black Friday and finishes on the Tuesday after Cyber Monday.

Best Time to Send Black Friday Email Campaigns

The best time to send your Black Friday email campaign is earlier on the morning of Black Friday. 

Next, we advise you to continue sending out a final opportunity reminder with your Black Friday offer in the afternoon, so you reassure to emerge on the top of your customer’s inbox. Also, don’t forget to automate your email campaigns.

Black Friday Email Marketing Tricks

We believe in time-tested principles to create Black Friday emails that convert.

  • Best Time to Send Black Friday Email Campaigns

    The best time to send your Black Friday email campaign is earlier on the morning of Black Friday.  Next, we advise you to continue sending out a final opportunity reminder with your Black Friday offer in the afternoon, so you reassure to emerge at the top of your customer’s inbox. Also, don’t forget to automate your email campaigns.
  • Have a Clearly Segmented Email List Already

    Of course, this assumes that you’ve been doing email list-building all year round. The bigger your list of relevant prospects, the better the chances of hitting the sales jackpot!
  • Design Compelling, Catchy Email Subject Lines

    If the subject line does not pull them in, nothing else will. Also, be prepared to A/B test multiple subject lines.
  • Include Time-tested Elements That Include Urgency and Scarcity

    For example: showing a limited number of deals or a Countdown timer showing when the offer will end. Use high-quality copy to magnify these psychological factors!
  • Include Visually Stunning Illustrations or Graphics in Your Email

    If they are not drooling over it, then someone else is getting their sale!
  • Optimize Your Emails For Mobile

    With over 39% of the $7.4 billion of Black Friday sales in 2019 happening on smartphones (by Adobe, Salesforce), we don’t really have a choice, do we? 🙂
  • Design Juicy, Irresistible, And Amazing Offers

    A Godfather offer, they can’t just say no to it! None of the above matters if it is not a great deal. In the middle of all of this, don’t forget that all of your messages and communication should not stray from the fact that this is the start of the holiday season for your reader, so wish them “Happy Black Friday” and keep it fun.

Final Tips & Takeaways

With its Black Friday email examples, templates, and subject lines, we hope this guide inspired you to build your winning email campaigns. At a bare minimum, your Black Friday marketing campaign would do well to stick to the below fundamentals:

  • The sooner you start preparing for it, the better.
  • Email marketing will continue to be one of the most effective ways for generating sales.
  • The most important factor that decides the success of Black Friday campaign would be your offer.
  • Add elements of urgency and scarcity to spice up your offer and make it even more compelling.
  • Focus on presenting a great creative showcasing the best aspects of your product or service, then couple it with neat and relatable messaging.
  • Be sure to cap off any emails you design with one of our subject lines to ensure your precious email gets read.
  • Tighten up any revenue leakage by optimizing your abandoned cart sequence for conversions with a multi-part sequence including friendly SMS reminders with special time-limited discounts.
  • Include social media icons towards the footer portion of your Black Friday email to win an extra engagement.
  • Beat any competition breathing down your neck by pushing an early launch and by extending your sale into the Cyber Monday week.

Here’s wishing you luck in executing a great Black Friday sales season ahead!

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