Black Friday, the biggest shopping event of the year, generated a staggering $9.12 billion for brands last year. When it comes to reaching your audience and driving sales, Black Friday email marketing should be your go-to strategy.
Here’s why – Email marketing, a stalwart channel, delivers an exceptional return on investment, generating $36 for every $1 spent. In fact, 59% of marketers believe email is more than twice as effective at generating leads compared to channels like PPC and paid social media. Plus, a massive 30% of North American marketing revenue comes from email campaigns alone.
A well-executed Black Friday email marketing strategy can be the key to achieving your revenue goals in a competitive landscape. Last year, subject lines featuring “Black Friday” or “Cyber Monday” saw CTRs increase by as much as 64%. Just think—simply including these keywords can draw attention to your emails. Now, take it a step further by personalizing your emails for the season, and you could unlock untapped revenue potential, breaking through stagnant sales cycles.
This guide will walk you through proven Black Friday email marketing tactics, share top-performing email templates, and provide optimization tips to help your campaigns stand out and drive conversions.
But before you start, to know the best BFCM insights on an omnichannel level you can check out this blog.
Best Practices to Craft the Perfect Black Friday Campaigns
To nail your Black Friday email marketing, it’s essential to embrace some best practices. These foundational steps will help you create standout campaigns that set you up for success this season. Let’s dive in!
1. Create a Sense of Urgency in Copy
As a marketer, it’s essential to recognize that Black Friday and Cyber Monday are all about striking the right balance between irresistible deals and creating a sense of urgency. The most successful Black Friday email marketing campaigns use compelling copy centered around FOMO. Effective wordplay is key, especially with phrases that emphasize deadlines and scarcity. Here are some examples that can be used in Black Friday email templates:
- “Time is running out” or “Get it before it’s gone”
- “Sale ends tomorrow” or “Sale almost over”
- “Last chance” or “While supplies last”
- “Only 5 days left” or “Only 3 spots left”
Here is how top brands incorporate this strategy in their subject lines –

Here is how they incorporate the sense of urgency in their black friday email templates –

See the clock? And the phrase “Last chance to save”—these can be extensively used to entice shoppers. Some other phrases you can use are “Great deal,” “Special offers,” “Limited-time,” “Savings,” and “Only.“
Take Note: Avoid using subject lines that overpromise in your Black Friday email marketing campaigns. While misleading your subscribers may lead to higher open rates, it can also erode trust if the content doesn’t deliver.If you are struggling to strike the right balance in your subject lines, check our Netcore’s AI-powered Subject Line Generator.
2. Showcase your products clearly in the email
If your shoppers can’t quickly determine what’s on sale in your Black Friday emails, they’ll either be not curious enough to click or frustrated and move on. Never underestimate that some of your contacts may prefer the easier shopping route, and reducing friction from their shopper journey must be paramount for you.
Consumers expect personalized experiences from retailers, and you can take advantage of this by offering tailored product recommendations in the channels they use to shop.
Your shoppers don’t have to rely solely on your website or app for shopping; the traditional shopping experience can now be seamlessly integrated into email. This can include user-friendly carousels and accordions directly within the email. Instead of having customers search your site, you can provide them with exactly what they need by incorporating a search bar right in the email, delivering relevant products straight to their inbox.
55% of shoppers today want in-channel experiences. Want to learn more about how Netcore can reduce friction from the shopper experience? Check this comprehensive ebook out today.
3. Utilize the principle of reciprocity
When someone lends a hand or surprises you with a thoughtful gift, it’s only natural to feel inclined to reciprocate. This principle of reciprocity is equally relevant in Black Friday email marketing.
By applying this concept to your Black Friday email marketing strategy, you can keep users engaged, drive sales, and build brand loyalty. Personalized emails with promo codes not only encourage immediate purchases but also strengthen long-term relationships, ultimately increasing LTV (Lifetime value).

A typical black friday email marketing template with a promo code for loyal customers
4. Leverage social proof
Social influence plays a powerful role in shaping consumer behavior, as people often look to others when deciding on a product or service. In fact, social influence Influences purchase decisions: 78% of millennials find UGC (user-generated content) helpful in purchasing decisions, and 86% consider customer reviews essential before conversions.
You don’t need lengthy testimonials in your Black Friday email marketing campaigns to make an impact—sometimes, a short quote or a one-liner from a satisfied customer is enough. Adding a link to your reviews or testimonials page can further enhance credibility.

5. Use triggered emails
Triggered emails are crucial for successful Black Friday campaigns. They offer timely, personalized communication based on customer actions. These automated messages enhance engagement and the shopping experience, significantly boosting conversion rates and sales and making them vital for maximizing holiday revenue.
Experian reports that triggered emails have an average click-through rate (CTR) of 4.8% and a conversion rate of 29.9%, far exceeding traditional broadcast emails. In ecommerce, a study by Search Engine Journal revealed that batch-and-blast emails generate only $0.04 in revenue per send, while triggered emails achieve about $0.95—an impressive 95% revenue increase.
These insights highlight the importance of tailoring Black Friday email marketing triggers to specific customer actions. The right message at the right time can greatly impact sales during this critical shopping period.
Our research identified several key types of triggered emails that you can’t afford to ignore in your Black Friday email marketing :
Conversion Rate of Triggered Black Friday Email Marketing Campaigns
Source: Netcore’s BFCM Insights
- Abandoned Cart: These reminders, consistently the top performer year-round, nudge customers who haven’t completed their purchases. Remember, abandoned carts often double as wishlists – a gentle reminder via your Black Friday emails with an incentive can lead to a completed sale.

Example of an abandoned cart Black Friday email marketing template
- Price Drop notifications: These targeted messages resonate with customers interested in specific items, making a price reduction on the same items even more enticing.

Example of a price drop Black Friday email marketing template
Back in Stock alerts: Customers appreciate being notified when desired items are restocked, driving sales during Black Friday’s high demand.

A typical back-in-stock Black Friday email marketing template
Post-purchase: While fostering long-term loyalty, these messages are less likely to trigger immediate conversions on Black Friday. They might inspire future actions like reviews, but immediate purchases are less likely, especially after a recent purchase.

A typical post-purchase Black Friday email marketing template
Did you know? You can now integrate app and web functionality to reduce shopper friction inside your shopper’s inbox. Check out shoppable emails today!
Did you know? You can now integrate app and web functionality to reduce shopper friction inside your shopper’s inbox. Check out shoppable emails today!

Conclusion:
As you prepare for the most lucrative shopping season of the year, remember that a well-executed Black Friday email marketing strategy can significantly elevate your brand’s sales and engagement. By implementing best practices, utilizing effective Black Friday email templates, and leveraging personalized experiences, you can connect with customers meaningfully and drive conversions. To take your strategy even further, explore Netcore’s Holiday Marketing Blueprint. This comprehensive resource is designed to help you navigate the complexities of the holiday season and maximize your marketing efforts. Don’t miss out on the opportunity to enhance your Black Friday campaigns—download the blueprint today and unlock your full potential!