12 Black Friday Email Campaigns That Stand Out and Maximize Sales

Not all Black Friday emails are created equal. The best ones share these six key traits:

1. Exclusive Black Friday deals

Discounts are the backbone of Black Friday campaigns. Your deal needs to feel irresistible and tailored to your target audience.

Whether it’s a “Buy One, Get One Free” offer, 50% off sitewide, or an exclusive bundle, the deal should immediately communicate value.

Simplicity is key here—brands like Apple and Nike focus on clean messaging, ensuring their offers are easy to understand and impossible to resist.

2. Compelling subject lines

The subject line is the first thing your audience sees, so it needs to pack a punch. Phrases like “50% Off Ends at Midnight!” or “Your Exclusive Black Friday Deal Awaits” spark curiosity and urgency, compelling readers to open your Black Friday email.

Emojis, personalization (like including the recipient’s name), and time-sensitive language can also enhance your open rates.

Think of your subject line as the headline of a billboard—make it memorable and action-oriented.

3. Strong visuals and design

A clean, visually striking Black Friday email is a must. Use bold, high-quality images, dynamic product displays, and complementary colors to make your email pop.

Minimalist designs work best. They guide the reader’s attention straight to the deal or call-to-action (CTA).

Incorporate seasonal touches—like Black Friday-themed graphics or color schemes—to tie into the holiday vibe without overwhelming the layout.

Remember: less clutter = more conversions.

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.”

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.