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11 Effective Black Friday Email Marketing Tips to Inspire your Campaign

Are you looking for ways to improve your black friday email marketing? If so, you’re in luck! In this post, we’ll share some tips that will help you boost your results. By following these tips, you’ll be able to create emails that stand out from the competition and generate more sales. So what are you waiting for? Read on to learn more!

11 Best Black Friday Email marketing tips

1. Double-check your promo codes

Double-check your promo codes

Black Friday/Cyber Monday offers special deals, so do not disappoint your subscribers. The most effortless way for shoppers to get discounts is through unique coupons and promo codes, which you can drag and drop into your emails. 

NotifyVisitors discount coupons help you choose from different discount types.

While crafting your emails, you can also control the expiry date and maximum redemptions. The coupons are completely synced with Shopify and BigCommerce.

Moreover, they’ll be automatically induced in your eCommerce platform—no coding required.  

Therefore, ensure you’ve accurately set up your promo codes and synced them with your eCommerce platform. There’s nothing more disappointing for a buyer than expecting a fair deal and it not coming through, so you must get this detail right. 

2. Create and send a collection

Every retailer strives for customers’ attention as there is a limited time for them to purchase; you only have a short time to take your subscriber from email to checkout.

Therefore, it is one of the most important black friday email marketing tips you should keep in mind. Make it easy to locate products they like by forming a holiday collection of on-sale items and adding a few popular suggestions in an email.

If all your products are on sale, consider scheduling an automated product recommendation email to send on sale day. Sending personalized product recommendations based on each customer’s purchase history, browsing behavior, and email clicks can improve sales.

3. Prepare backup promotions 

Preparing backup is one of the crucial black Friday email marketing tips, as you can never be 100% sure what goes well with your audience. Therefore, it is recommended to have a few backup promotions if your main promotion strategy fizzles. Keep a tab of your email metrics throughout your campaigns, as it allows you to adjust poorly performing promotions in real-time. 

Sometimes, it can be as easy as tweaking a subject line to improve your open rates or modifying the CTA in your emails to boost conversions.

Quickly determine your weak points and work on them with your backup promotions—they might be higher discounts on various products or other incentives like free shipping and a gift with purchase.   

4. Use catchy subject lines to promote your most attractive offers

Different types of emails demand different types of subject lines. For instance, asking your readers a question or adding a catchy hook may be a smart way to get their attention during other times of the year. However, while sending a Black Friday or Cyber Monday email, you have to showcase your best deals where the recipient looks first: in the subject line.

Make your subject line informative, which also helps that more than 55% of users will likely view your emails via their phones. If you didn’t consider this tip, your targeted audience would overlook the details of an attractive offer because you incorporated those details in a part of the subject line that got cut off.

iPhones usually cut off the subject line after 35 characters, while Android covers it onto the next line. 

5. Segment Your Email Lists

Segment Your Email Lists

Segmentation is one of the best Black Friday marketing tips, as it lets you study your email lists to see what your customers want. This way, you can customize your Black Friday and Cyber Monday marketing message, leading to conversions and higher ROI. Personalized emails offer an 11% higher click-through rate, so segmenting your lists for a better-customized experience is one of the ways to greater Black Friday and Cyber Monday email marketing success.

Make use of analytics to optimize your Cyber Monday eCommerce strategy. With these metrics, you can better comprehend which customers will respond to emails advertising newer items and which will respond to emails marketing older products. Segment your email list consequently so that customers get emails that will be genuinely relevant to them.

6. Increase the Number of Emails You Send

Increase the Number of Emails You Send

Black Friday and Cyber Monday email marketing campaigns require more emails than you usually send. Again, your customers will have tons of other brands competing for their attention during this time of year.

Last year, more than 106 million emails were sent on Cyber Monday alone. You have to demand more attention to get seen than you usually would.

Part of this indicates landing in inboxes in the first place. Optimize your email sent rate by using an email verification tool so that your emails reach the right destination.

As you compete with many other brands during this time of year, using every tool is key to preparing a Black Friday and Cyber Monday eCommerce strategy that stands out and gains customer engagement.

Even if a customer doesn’t leverage an eCommerce offers you send, noticing your name in their inbox frequently throughout the holiday shopping season will make them much more likely to visit your brick-and-mortar stores later.

Take advantage of these holidays to support your bottom line and spread brand awareness with your Cyber Monday and Black Friday email marketing campaigns.

7. Focus on the visuals

It will help if you prioritize statement-making visuals for the highest impact (especially on mobile). 

Here are a few things you should consider while preparing visuals:

  • Animation: Utilizing simple GIFs in your Black Friday and Cyber Monday email marketing maintains the tone light and fun and helps pique potential customers’ curiosity. You can pair a clean black background with minimal text and a bold CTA.

  • Product-focused: Put a few of your bestselling or most popular products in a holiday display, snap photos for email, and craft marketing utilizing whichever picture best showcases the products. You could even put together a pair of different versions and send them to different segments to understand which visuals work best for your customers.

8. Have an “Oops” email prepared for errors

Have an "Oops" email prepared for errors

Mistakes happen, particularly during Black Friday weekend when traffic is relatively high. Instead of leaving visitors in the dark, make sure you’ve composed a polite error email.

For instance, you can explain what has happened in case of a site crash and assure them that you’ll be back online ASAP. 

Keep in mind that shoppers will quickly look elsewhere if something needs to be fixed. 

Taking the time to clarify the situation and even showing a small incentive as an apology can make all the difference. It can help keep them curious and engaged with your brand if things go wrong.  

9. Ensure you’ve activated all Forms and they’re working

Your forms offer an excellent opportunity to convert one-time buyers into long-term repeat customers. Make sure your forms are fully optimized to make the most of them. 

This ensures that they capture useful information—for instance, email addresses and phone numbers for SMS marketing.

Also, consider employing dynamic sign-up forms, like pop-ups, and gamified options, like the Wheel of Fortune. If you do, modify your incentives, such as unique discounts for Black Friday email marketing.

Shoppers are more mindful of promotional messages and deals at this time. Grab this opportunity, as they are more likely to pay attention to your sign-up requests. 

Update and experiment with all your forms well before the traffic starts elevating. It’ll be worth it if you can turn just a fraction of the newcomers to your site into loyal subscribers.

10. Do your cart abandonment timing rules need adjusting?

Browse abandonment emails trigger whenever a visitor leaves your site without getting as far as putting an item in their cart.  These are fantastic ways to re-engage with window shoppers. They leverage their interest in specific products to send relevant product recommendations. These usually prompt a second look.

Browse abandonment messages are an excellent example of the power of marketing automation

Black Friday weekend is a special time on the retail calendar when the standard rules do not apply.

Typically, sending three cart abandonment messages one, 12, and 24 hours apart delivers the best results. However, you can add more urgency to your cart abandonment messages. You can send your first email instantly, the second after 1 hour, and the third after 12 hours. Consider sending a fourth message after 24 hours if you still need to get a conversion. 

11. Give your welcome message a powerful incentive

 Give your welcome message a powerful incentive

Your welcome message is your opportunity to make a striking first impression. It’s also the email that consistently achieves the highest conversions.

With this in mind, creating your welcome message as attractive, informative, and enticing as possible is crucial. Interest in your brand is at an all-time high when new subscribers are just discovering what you have to offer. 

Make sure to capitalize on that engagement with deals that stand out. It validates any email campaign, but Black Friday email marketing justifies this extra incentive.

You can even offer exclusive offers to new subscribers, such as free shipping or a gift with purchase. You can also leverage this opportunity to tell your brand story.

It gives subscribers a better sense of your background, ethics, ties to the community, and so on. It helps people to personally identify with your brand and creates interest for them to follow your blog and updates. 


Great marketing is the fuel for a business. Email marketing has proven to be one of the most effective ways to reach out to current and potential customers. The approach is easy to set up, easy to manage and offers maximum impact at a minimal cost.

You can use this platform to stay in touch with customers and deliver useful communications. Paying attention to the subject line and body of emails are two of the most important things you can do in your email marketing strategy. We hope that you find black friday email marketing tips helpful.

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Stella is a content writer at NotifyVisitors, a marketing automation software that helps businesses to expand their reach. Apart from writing, she enjoys reading and cooking.