16 Black Friday Email Campaigns That Stand Out and Maximize Sales

The best Black Friday emails have a few things in common, and no, it’s not just flashy discounts.

After analyzing top-performing Black Friday campaigns, we’ve found six key traits that consistently drive results.

1. Exclusive Black Friday deals

Discounts are the heart of any Black Friday campaign—but not just any discount will do.

Your offer should feel irresistible and laser-focused on what your audience actually wants. Whether it’s:

• Buy One, Get One Free
• 50% off sitewide
• An exclusive bundle

The value should be clear at a glance.

Keep it simple. Brands like Apple and Nike nail this with minimal, bold messaging that makes the deal impossible to miss or ignore.

2. Compelling subject lines

The best subject lines are the first thing your audience notices, so they must pack a powerful punch. Using phrases like “50% Off Ends at Midnight!” or “Your Exclusive Black Friday Deal Awaits” creates curiosity and urgency, motivating readers to open your Black Friday email.

Incorporating emojis, personalization (such as the recipient’s name), and time-sensitive language can further boost your open rates. Think of your subject line as the headline on a billboard.

Make it memorable, action-driven, and use an email subject line to capture attention effectively.

3. Strong visuals and design

If your email doesn’t look good, it’s not getting clicks.

Clean, eye-catching design is non-negotiable. Use:

• Bold, high-quality images
• Dynamic product displays
• Black Friday-friendly color schemes

Minimalist layouts work best because they guide the reader straight to your offer and CTA without distractions.

And don’t forget the seasonal vibe. A touch of Black Friday flair (think dark tones, sale tags, or subtle animations) can make your email feel timely without going overboard.

4. Personalization

Generic emails are so last season. Adding a touch of personalization can transform your email into something meaningful.

Start with the basics, like using the recipient’s name in the subject line, and go further with tailored product recommendations based on their browsing or purchase history. When customers feel the email is crafted just for them, they’re more likely to engage and convert.

Personalized offers like “Because You Loved [Product Name]” or “Exclusive Deal for Our VIP Shoppers” can work wonders.

5. Clear calls-to-action

A standout email has one job: to get the reader to take action. That’s where a bold and straightforward CTA comes in.

Keep it short, specific, and action-oriented—think “Shop Now,” “Claim Your Deal,” or “Get 50% Off Today” or “Free gift”.

Use contrasting colors to make the button pop and ensure it’s placed prominently within the email. Don’t forget to link the CTA to a landing page that’s equally optimized for conversions.

6. Scarcity tactics

FOMO (fear of missing out) is a powerful motivator, especially during Black Friday when customers are racing to snag the best deals.

Incorporating scarcity tactics like “Only 5 Left!” or “Sale Ends at Midnight!” creates a sense of urgency, encouraging customers to act immediately.

Countdown timers, low-stock indicators, or reminders of limited availability can amplify this effect and boost click-through rates.

Pro tip: Don’t forget to plan your Cyber Monday emails to keep the momentum going after Black Friday.