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01 September 2020

How to Run a Successful Black Friday & Cyber Monday Email Marketing Campaign?

Stripo / Blog / How to Run a Successful Black Friday & Cyber Monday Email Marketing Campaign?

Black Friday is soon enough. This year it is on November 27 to be exact. This means that the time when every marketer wants to break his/her last year’s record in sales and the time when subscribers want to buy products at incredibly low prices, is coming. The closer it is to November, the more difficult yet more interesting the “hunting prospects” game gets.

Black Friday Email Template

This template has everything you need for your Black Friday email marketing campaign

Here are the 16 tips you should consider when starting your Black Friday email campaign. 

1. Create the holiday gift guide 

Gift guides have a 48% higher conversion rate than average promo emails.

You can base your gift ideas on categories, gender, age, geolocation, etc.

Black Friday Emails_Gift Guide by BananaRepublic

(Source: Email from Banana Republic)

Banana Republic even categorizes gifts by prices.

When it comes to loyal customers, you can also create special offers based on their previous purchases. 

2. Segment your contact base

We are not talking about regular segmentation by gender or preferences as it goes without saying. You can also segment emails by recipients' behavior.

Normally, brands send one sale announcement email to all users.

But now that you know what category your prospects clicked on and what products they are interested in, you may segment your contact base. 

Black Friday Email_Segmentation_Ikea

(Source: Email from Ikea)

You can, like Ikea, use products from browse abandonment/abandoned cart emails.

This will make your Black Friday emails more relevant; hence, it will have a positive impact on your conversion.

3. Create a series of Black Friday and Cyber Monday emails

You cannot just send one Black Friday and Cyber Monday email and expect your ROI to be high.

It should be a well-thought-through series of holiday emails.

Stripo's prepared a bunch of Black Friday email templates
Pick any

4. Announce the start of your sales beforehand

As long as your Black Friday email campaigns will consist of a few emails, why not use one to announce the exact dates when your sale starts and ends.

In emails one, you just announce Black Friday sale; in email two, you let recipients know when exactly it starts. 

Email Marketing for Black Friday

(Source: Email from Gap)

In email three, you may notify subscribers that your holiday sale is coming to its end. 

You can either write the dates and just highlight them or add a countdown timer in your holiday emails. 

Adding timers to your emails with Stripo is easy as 1-2-3

Then the Cyber Monday sale starts…

You need this series, first of all, to notify customers you are in the game and that they will have a chance to buy their favorite products at lower prices. Second of all, it is important to keep customers updated— you need to constantly remind them about your brand.

5. Make a special offer to staunch customers

Why not inform your staunch customers about the exact dates of the sale and discount amount beforehand? Or why not start a pre-sale a day or two before the holiday and invite loyal consumers only?

Let them be the first to shop with you this Black Friday. 

Black Friday Email by Hershell_Pre-order

(Source: Email from Herschel)

You will need to segment your contact base: active and inactive users. This is another approach to segmentation.

6. Offer free shipping

Do you know what makes best Black Friday marketing campaigns? Free shipping does!

During the holiday season, people tend to spend a fair amount of money on numerous Christmas gifts to all their family, friends, and colleagues. 

Hence, they appreciate free shipping, which is one of the most converting options that you can provide.

Black Friday_Free Shipping

(Source: Email from Old Navy)

Make sure your “free shipping” notification is pretty noticeable.

7. Spend some time on Black Friday email design

Definitely, your subscribers receive many more emails during the holiday season than they usually do. And all emails contain generous offers. Then how can you grab consumers’ attention? A holiday design comes to the rescue. 

Make your Black Friday marketing campaigns unforgettable by implementing your unusual bold ideas.

Banners are usually the face of all emails. Pay close attention to them. 

Black Friday Emails_Bright Banners

(Source: Email from Stripo)

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Of course, the same concerns the Cyber Monday email design.

8. Build a contact list for this particular newsletter

Build a contact list for this particular email campaign. For instance, add one more subscription form, which is dedicated to Black Friday and Cyber Monday only, to the website.

You can even offer an additional discount to newbies.

Be sure to provide the details of how to get an additional discount in your Black Friday or Cyber Monday email.

First Order by Banana Republic

(Source: Email from Banana Republic)

This may be a good start to your long-term relations with these newcomers.

9. Promote your offer across social media

Despite the fact that email marketing remains the most effective channel for communicating with customers, you are supposed to announce Black Friday sales across all media channels. 

A combination of these two channels will bring even more benefits.

10. Offer gift cards

Even though in paragraph 1 we suggested that you create “Gift Guides”, some recipients might not have time to look through them or they might not be familiar enough with the preferences of the person whom they are going to buy a present to. Offer gift cards.

Extended Working Hours_Gap

(Source: Email from Gap)

Announce it in your Black Friday and Cyber Monday emails.

11. Be sure to present new products

The holiday season is a good time to present new products. 

Chubbies-Promoting New Items

(Source: Email from Chubbies)

No matter how much customers love your current assortment, they will definitely like to see something new in your emails.

12. Combine two holidays in one email

Black Friday and Cyber Monday go together. Feel free to combine them in one single email.

Black Friday and Cyber Monday_Two Holidays in One

(Source: Email from Porsche)

13. Pay close attention to CTA design

No matter how bright your design is, or how generous your value proposition is, pay close attention to the CTA button design. It has to be noticeable or contrast to your email design.

If you like, you can apply CSS-animation to buttons, to make your Black Friday emails more festive.

Black Friday_Animated Buttons

To build CSS-animated buttons with Stripo, you need to:

  • go to the Appearance tab;

Black Friday Email Campaigns_Hover Effect for Buttons

  • right in the same tab, set necessary colors:

Setting Colors for CSS Animated Buttons

  • now all the CTA buttons that you add to your Black Friday emails, will inherit these design styles.
Spice up your emails by applying hover effect to buttons

14. Remind customers Christmas is around the corner

According to the NRF research, in 2019, about 190 mln Americans went Christmas shopping during the 5-day shopping weekend, which is 25 mln more than in 2018. 

Remind the rest of your recipients that Christmas is coming; if they buy presents now — they will not have to worry and look for last-minute gifts on December 24.

Christmas Email Ideas_Combine Two Holidays Together

(Source: Email from M&M's)

Help them please their close friends and family with good presents this year. 

15. Pick the best time

When is the best time to send Black Friday emails? There is no right answer to this question. But you sure have to start way before the 5-day weekend so people have time to get prepared.

Because NRF states that 33% of Americans purchase in September-October. Then why not start your Black Friday campaigns at the beginning of Fall?

Email Marketing for Black Friday_NRF(Source: NRF)

Use your chance to get 30% more clients this year.

When is the best time to send your Cyber Monday email? Normally, people expect to see these emails as a continuation of the Black Friday sale at the end of November, unless you combine these two holidays in one email.

16. Write a powerful subject line

It is a well-known fact that 35% of recipients open emails judging by the subject line alone. Let it be clear, concise and, of course, catchy.

Avoid exclamation marks, avoid text in ALL caps in subject lines.

If your Black Friday sale is coming to its end, mention in your email subject line. You offer free shipping — notify customers about it.

Black Friday subject line examples:

  • Herschel Supply Co. — Black Friday Starts Today.

  • Monica Vinader — Black Friday | Up to 50% off | 24 hours only! ⏰;

  • Scuderia Ferrari Online Store — The special Black Friday weekend has arrived.

  • F21 Exclusives — Up to 80%OFF ? Early Access Black Friday.

  • Adidas — Get a jump on Black Friday.

  • Maybelline New York — Our Guide To The Best Black Friday (Makeup) Finds!

  • Photobucket — We couldn’t wait—Black Friday starts NOW.

  • Build Asign — HOURS LEFT ❄ 25% OFF ❄ Black Friday Ends Soon! 

  • Rosetta Stone — Save more ? | OVER 65% off.

  • West Ham United — Black Friday Best Sellers.

  • Chubbies — Black Friday is CANCELLED.

  • Adidas — ? Don't miss out... You can still save after Black Friday (go cyber).

  • Ghirardelli Chocolate Company — Black Friday Savings - Ending at Midnight.

  • Gap — You're looking at our LAST Black Friday email 'til next year!

  • D'Artagnan — It’s Black Fri-Yay! ?Shop Now.

Cyber Monday subject line examples:

  • Chubbies — Thighber Monday.

  • Adidas — Think fast. Cyber Monday is our biggest sale?

  • Gap — It doesn't get more CYBER than this.

  • Danielle — Not another holiday sale email.

  • Northern Tool Equipment — Last Call: Cyber Monday Savings + Free Gift Card! 

  • Jomashop — ⚡ TODAY ONLY: Tissot Ladies Watch 75% off | Eberhard and Co. 84% off | Ray Ban Sunglasses $55.

  • Smart Furniture — Extended Cyber Monday deals END TODAY.

  • Vistaprint — Missed Cyber Monday? Cyber Week starts NOW.

  • Rugs USA — This. Is. Huge! Cyber Monday Deals Expire TONIGHT! 60% Off + A Special Holiday Gift? 

  • LuckyBrand — Missed Cyber Monday? Not to worry.

  • Athleta — This Is the Cyber Monday Code You've Been Waiting For.

As you can see, you are welcome to use emojis in subject lines.

Please be advised: you can set subject line (with emojis if you like) and preheader text to your emails with Stripo.


Set Black Friday email subject lines right away

Examples of the best Black Friday & Cyber Monday email marketing campaigns

Searching for the Cyber Monday or the Black Friday email examples? Search no more! We hope you'll love our compilation of the best, in our opinion, examples.

Example 1. Black Friday sale

The best feature of this email by Loft is the animated banner. Seems like it invites recipients to go to the website saying, “Wanna know how huge your discount will be? — Visit us!”


(Source: Pinterest)

Don't know how to utilize roulettes in emails? Just upload a GIF.

Example 2. Black Friday sale

Old Navy decorated its newsletter with bright colors and happy people. 

Email marketing for Black Friday is faceless — brands just present product items or illustrate the discount amount. But I miss seeing people :) 

Old Navy_Happy People

(Source: Email from Old Navy)

Example 3. Black Friday sale

The key element of this email is the simple yet stylish banner with no distracting elements. You see it, you go shopping right away.

Black Friday Email Example_Stripo Template

The fact that sale ends soon urges customers to make up their minds faster.

Pick this template to reach out to your customers right away

Example 4. Cyber Monday Sale

This email attracts with its copy, which is simple yet brilliant. In fact, all email geeks were discussing this email by Chubbies last year. 

Cyber Monday Email Examples_Chubbies

(Source: Email from Chubbies)

This email is one of the funniest Cyber Monday email campaigns. Its text was widely discussed on multiple platforms ?

Example 5. Cyber Monday Sale

This Cyber Monday email is awesome. The company listed the product items which are on sale. See the desired one — hurry up to click “Shop Cyber Monday”.


(Source: Really Good Emails)

All details on shipping are specified right in the email header.

6. Cyber Monday Sale

The best way to announce sales in your Cyber Monday email newsletters is to mention in on a banner.

Cyber Monday Emails_Announcing Sales

Use this template to build a flawless Cyber Monday email in under 10 minutes

Final thoughts

We hope that our Black Friday and Cyber Monday email examples got you inspired, and now you are ready to start your own brilliant campaign.

When building one, please remember to:

  • create a series of Black Friday and Cyber Monday emails;
  • pay close attention to subject lines;
  • provide free shipping;
  • announce sales before the start of the Holiday season.

Stripo offers a fair amount of ready-to-use Black Friday email templates and Cyber Monday email templates.

Ready to start your Black Friday email campaigns? With Stripo tools, you can do it way faster
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