The Black Friday weekend represents one of the biggest sales events of the year for merchants.
And if there’s one thing you can bet on merchants doing every Black Friday in addition to heavily discounting their products, it’s that they’ll be sending plenty of emails.
Whether they be your traditional brick and mortar store or colossus ecommerce website, every good retailer will be perfecting their Black Friday email campaigns to maximize sales.
While email marketing is the most profitable marketing channel, you’ll never be up against more competition in making your email marketing campaigns stand out in subscribers’ inboxes.
With so much pressure, we’ve decided to lend a helping hand by showcasing these 10 great Black Friday email examples.
Feel free to use these as your Black Friday email inspiration when coming up with your own design and copy!
Black Friday Email Examples
Carhartt’s Animated Black Friday Email
Carhartt’s Black Friday email design includes a simple gif that’s attention grabbing and provides a clever way of announcing that their sale has started.
What’s one firesure way to make your emails stand out? Add an animation to them.
The only thing missing is any mention of what discounts and specials they’re offering.
This is important information when it comes to enticing people to click through. At least they have two clear CTA buttons at the bottom of the email to help with clicks.
Key takeaway:
- When most emails only include static images, a simple gif can go a long way to making your emails stand out.
Forever 21’s Anticipation Building Email Design
People love to reveal what’s hidden on scratch cards. That’s what makes this email design from Forever 21 so great (even if they went bankrupt).
By taking advantage of the compulsion to scratch these cards, they’ve effectively ensured that people will click through to see what their additional two offers are.
Unlike other Black Friday emails, this one also includes a customer support phone number and links to FAQs, store locator and mobile apps. This helps to remove any barriers between a customer and their purchase.
Key takeaway:
Thinking outside the box when coming up with Black Friday email ideas will help you create a clever and unique design
Sign-up to our newsletter and receive a free Calendar with all the most important key eCommerce dates that you shouldn’t miss in 2024
ModCloth’s Colorful Black Friday Email
What’s the most common theme between Black Friday emails? The use of black.
That means making your emails stand out can be as easy as just using some color.
ModCloth certainly dials the use of color up to the max, which they can get away with as it matches their brand. Even if your brand doesn’t lend itself to using the full rainbow, experiment with adding a few colors in your email design.
Like every good Black Friday email, this example also states their offer and includes a clear CTA button through to their online store.
Though technically a Cyber Monday email, this design works as both a Black Friday and Cyber Monday email.
Key takeaway:
- Just because it’s Black Friday it doesn’t mean you need to go heavy with the black, experiment with other colors as apart of your Black Friday email strategy.
Casper’s Snooze Through Black Friday Email
Casper has always been creative with its email campaigns, and this Black Friday email promoting their gift promo code is no different.
The pleasant image with gift boxes and pillows in the background is visually aesthetic. Product photography works fine for any situation, and Casper has leveraged it.
The imagery is enriched with a smart copy which proclaims ‘Sleep as a gift”. Along with the copy they are announcing a gift code with an expiry date – which certainly creates an urgency to shop in the user.
Key takeaway:
- The clever use of imagery that aligns perfectly with Casper’s business makes this a great Black Friday email.
Christopher and Banks Creates A Sense of Urgency
A few things stand out about this Black Friday email design.
First, there’s no black in the design. The use of green and red helps tie it into the broader holiday season and Christmas.
Second, the countdown timer at the top of the email beneath the words “FINAL HOURS” creates a sense of urgency which is a great strategy to get people to convert from your emails. Without it, you run the risk of people opening your email and then forgetting about your sales when they don’t head to your online store straightaway.
However this is not the part of the email that immediately grabs your attention. Instead it’s the $19 figure that captures people’s attention by being so large. Whether it’s better for the Black Friday offer or the timer to be most prominent depends on the offer.
Either way, the CTA buttons at the bottom of the email should definitely be made to stand out more. With the design above they disappear into the background of the email, likely reducing click-through rates.
Key takeaway:
- Including a timer creates a sense of urgency that’ll get more people clicking through your email.
Peel’s Black Friday Sneak Peek Email
A great Black Friday email marketing strategy is to reward your loyal customers with a sneak peek of your offer.
That’s exactly what this email from Peel does.
The sense of exclusivity also helps to make the email stand out from other Black Friday emails while also enticing the subscriber to click through and see what the offer is.
Key takeaway:
- Making your loyal customers feel valued by offering them an exclusive sneak peek of your Black Friday offer is sure to boost email engagement.
Pretty Little Thing’s Colorful Black Friday Email
We’ve saved the most striking Black Friday email for last.
There’s no denying that this email will definitely grab people’s attention when they open it. It’s not only the pink color that stands out compared to the usual black, but also the font choice and imagery.
This email example incorporates a lot of the great elements of others on this list. Such as the clear CTA buttons, explicitly stating their offers and including a countdown timer.
The inclusion of a discount code helps to make their subscribers feel that this is an exclusive offer just for them too.
While your brand might not be suited to such a striking design, it still goes to show that Black Friday emails don’t all have to look alike.
Key takeaway:
- Creating a unique email design will capture your subscribers’ attention when they open your email.
Baggu Black Friday offer early announcement email
There are two things that capture your or any user’s attention right off the bat. First, the copy that says “This weekend won’t laster forever.” Next, the prominent clouds announcing the discount offers.
Baggu has also experimented with three fonts across the email. We don’t recommend doing the same, because it might hamper the user experience.
Key takeaway:
Mixing a combination of two fonts is recommended, any more could make the design appear cluttered.
Brooklinen’s bundle offers and referral deal
Black Friday offers two opportunities – one, to sell more to existing customers, second, to win new customers. Bundle deals and referrals are a great way to achieve both.
Brooklinen’s email announces a combination of several bundles on which specific deals are available.
Further, their final CTA banner is announcing a referral deal wherein existing customers referring new customers get a $15 discount for themselves and their friend.
Key takeaways:
- If you have a product portfolio which has an opportunity for cross-selling, do consider bundling them together as a bundle.
- Announce holiday-specific referral deals that will build your existing customer base without incurring exorbitant marketing costs.
Tinker’s urgency-inducing countdown email
Of course, it is a watch brand. So using a catchphrase relevant to watches is obvious, and Tinker Watches has used a simple copy along with an abstract image of the watch for the email.
The visual is definitely captivating and relatable for the target audience who could be vying for exotic luxury watches with character.
Key takeaways:
- Write copy and select visuals that are aligned to your product and brand.
- An announcement email prior to announcing the product launch or offer could create some excitement and garner customer attention.
Google’s last chance Black Friday Emails
Google’s Black Friday email announces hefty discounts in its hardware products. The copy is straightforward and announces the discount amount on each product.
The CTA which says ‘Save now’ is definitely persuasive and can help increase conversions. The email banner has a CTA that directs users to the page where all offers are listed.
Key takeaways:
- If you have multiple offers that cannot be listed in a single email, create a landing page of offers and direct users from the email.
- Copy that announces the deal directly without making the users make sense of it is the best.
Adidas Black Friday email that announces free expedited shipping
There are two offers that tis Black Friday email from Adidas is spotlight on. Their massive 50% discount and free expedited shipping.
It is a very simple email with hardly three scrolls that contains all the possible information that a user might need.
The carousel beneath the CTA with all their product categories takes care of helping users reach the right page where the product they’re looking for is available.
Key takeaways:
- Minimal emails do work out well, provided all necessary information is packaged properly.
- Use dynamic content blocks to personalize the content to make it suitable for the target audience.
Grammarly’s premium plan comparison email
Grammarly is one of the most widely writing tools and their free plan is perhaps the most popular one as well.
Their Black friday email announces an attractive 55% discount on the premium plan. To convert existing ree users, they are also showcasing the differences with a table.
Since the email is targeting existing free users. This minimal email with relevant information works well.
Key takeaway:
- Black Friday emails can convert freemium customers into premium paid customers, if they are provided the right information aligned with a good discount.
Article announcing the biggest sale of the year
Article makes a splash with its email that uses gif to showcase its product. Further, they are announcing a 45% discount along with free shipping above a minimum order restricted to a deadline.
User’s attention is captured, interest is won, and urgency is created with the simple copy.
Key takeaways:
- Static images are great, but animations and GIFs do have their own potential to impress recipients. Don’t shy away from experimenting.
- Arrange offers in a logical fashion that follows the user’s thought process, capture attention, sustain it, create urgency.
Postable’s madness Black Friday email
Postable calls its Black Friday offer the ‘Black Friday madness’. It is a quirky way to announce an offer along with a promo code. There is also a CTA button that takes users to the homepage where all offers are listed.
Key takeaways:
- Use a quirky theme or copy to announce the offer.
- Use emojis in the subject line.
United By Blue altruistic Black Friday Email
United By Blue’s email announces a 25% sitewide discount and free shopping on all orders. The messaging is loud and clear to existing customers who might have been buying at higher prices and were incurring shipping fees on low-value orders.
Further, there is also a second part of the newsletter where dedicated sections for gifts, new arrivals, women, men and products are provided for quick accessibility.
Key takeaways:
If your store has been charging for shipping or has been premium price for its products, maybe this format would be a good choice to announce the offers.
Encircled – an email with a difference
If being ‘candid’ was an email, Encircled owns it. Their copy seems to be reaching out to you and talking in person. It is personal, but, with a certain marketing angle to it that is characteristic to all Black Friday emails.
This particular email is an announcement of the upcoming Black Friday & Cyber Monday emails. It is giving up a gentle heads-up of the deluge of emails that are to follow and is offering users the option to opt out if required. Quite a contrarian approach compared to what other brands are doing. And that is exactly what captures the attention of some users as well.
Key takeaways:
Be wary of the user’s inbox. Don’t bombard them with emails. Do provide the option to opt out voluntarily. It will help the brand retain only those users who are really keen on receiving emails.
Sonos – Simple and straight-forward with no frills
Sonos is an premium audio equipment brand and any offers from them is well-received by users. This Black Friday email from Sono is focusing only on two major products – their home theater and their speaker set.
Sono is pretty clear about the discount being offered and its validity. There is no loud marketing copy or sales pitches. A simple and straightforward announcement, which should resonate well with its intended target audience of audiophiles.
Key takeaways:
Simple and straight-forward email communications trumps every other form of marketing pitches, especially for premium products.
Hill-Side – promo codes for the win
There are two things at play here. First, Hill-side is announcing the 30% discount prominently for Black Friday.
However, it can be claimed only using the discount code “BLACKFRIDAY”. Promo codes are widely used by brands for holiday season sales. First, it helps keep a track of revenue the specific campaign has generated. Also, it becomes easier to toggle on and off a promo code once its validity expires.
Key takeaways:
If you have the necessary tech stack, a promo code is the simplest and easiest way to provide discounts to customers.
Yoco – show’n’tell email for new customers
Some products are not readily accepted by customers. They need a little bit of content help to set context to sell better. Yoco is taking that route.
The first scroll of the email prominently announces the Black Friday discount and when the sale is going live.
The second part of the email explains the product features and why customers have chosen it. It is a way of showcasing social proof to win new customers.
Key takeaways:
For products with sophisticated target audience, it is ideal to set context with content. Showcase social proof that will create awareness and help them take a conscious decision.
GoPro’s email with stunning product imagery
When the world’s best action camera goes on discounted sale, it will sell like hotcakes.
But, even a brand GoPro has to up its email marketing game to win new customers.
This particular email is visually pleasing and goes on to showcase the bundle – including the camera and essential accessories. Further, the sub-text before the CTA highlights unlimited cloud storage and replacement guarantee, all of which are highly persuasive for the adventure camera enthusiasts.
Key takeaways:
When text cannot describe an entire story, use images to showcase product value. Bundling products together based on most-purchased items is a good way to sell more to new and existing customers.
Creating Your Own Black Friday Email Campaign
Now that we’ve gone through 20 Black Friday email examples, it’s time to think about your own campaigns.
Hopefully now you have a good idea of what to include in your email copy as well as some inspiration for your email design.
The truth is however that creating a great Black Friday email is only half of the challenge.
Without a great subject line that entices people to click on, most of your subscribers won’t even open your email. Meaning that all that effort you went through for your email isn’t properly realized.
Luckily we have a list of great Black Friday email subject lines that you can use.
In addition we also have plenty of other Black Friday resources to help you create your best Black Friday email campaign ever.
Looking for even more Black Friday email examples? Check out Really Good Emails.
