Don’t get carried away with Black Friday email marketing; instead, capture customers’ attention with more effective strategies that truly stand out! As Black Friday approaches, marketers and retailers are reaching their peak and entering the competitive queue. You know why? Take a look at a few stats then!
- Online retail sales will hit the highest 253.4 billion dollars while Black Friday is around!
- On Cyber Monday, the sales will hit 14.2 billion dollars!
So, you can see, not only Black Friday but also Cyber Monday and another biggest selling, Singles’ Day, are the most anticipated holiday sales events among retailers and shoppers. There will be discounts, offers, flash sales, and price-offs all over the place!
This also leads marketers and online retail shoppers to run Black Friday email campaigns while maintaining loads of strategies. We are giving away BFCM marketing strategies for this special day. So, let’s move on to the guide here.
table of contents
- When is Black Friday?
- Statistical data about Black Friday
- Importance of Black Friday email marketing
- Role of email marketing vs other channels
- Black Friday email marketing strategies and examples
- Best time to send Black Friday email
- Wrap Up
When is Black Friday?
Black Friday comes after Thanksgiving (fourth Thursday of November), the next day on the first Friday every year. Additionally, Cyber Monday (the First Monday after Thanksgiving) follows Black Friday, another of the biggest sale events of the year. Also, the following Monday is called Green Monday, first created by one of the giants in the online marketplace, eBay, in 2007.
Black Friday is considered the start of sales and promotions for Christmas shopping. So, customers plan to make the best use of this day.
Fact: Although this day is called Black Friday worldwide, some Middle Eastern countries like KSA, Egypt, and UAE celebrate this day as White Friday with a 4-day sales event. In Turkey, the day is known as "Smiling Friday."
Statistical data about Black Friday
- In 2025, at least 94% shoppers plan to shop on Amazon during BFCM sales.
- Black Friday sale is expected to reach 11.7- billion dollars in 2025
- Cyber Monday is expected to generate over 14.2 billion dollars in 2025
- Electronics will be the leading Black Friday sale goods with 57.5 billion dollars in 2025.
- Millennials and Gen Z customers are the ones who know about Black Friday mostly.
- Australia showed the lowest percentage of awareness about Black Friday in 2024.
- Cyber Monday was ranked first in US sales in the ecommerce category in 2023.
- Exceeding Europe in 2021, around 828 million mobile shoppers participated in Singles’ Day.
- Black Friday is a day to purchase Christmas gifts at a low cost to many consumers.
- Black Friday & Cyber Monday sales in Clothing & accessories were the most popular category in 2024.
- France recorded the lowest share of awareness about Cyber Monday in 2024.
Importance of black friday email marketing
Black Friday and Cyber Monday are undoubtedly the most significant events for email marketers. These days, marketers seek new ways to capture attention and bring deals to customers.
Additionally, the numerous marketing vibes surrounding these special days prompt marketers to focus on this day. Additionally –
- People tend to spend more in these particular days
- Christmas comes close, so people tend to buy & reserve
- The traditional values of these holidays
- The billion-dollar spending trend every year
These are the primary reasons, but in 2025, the figures and spending will be much larger than you expect! According to statistics, from November 1st to December 31st, the total spending is expected to exceed 253.4 billion. A more surprising fact is that it’s about to cross the trillion-dollar mark!
Also find out the significance of email marketing vs other channels here –
Role of email marketing vs other channels
| Email Marketing | Other Channels |
|---|---|
| Email marketing has a huge potential return, $36 for every dollar spent. | Other channels, like social media or paid advertising, have significantly lower ROI. |
| People spend more on email marketing than on other media. | Other channels don’t tend to serve more spending, unlike email marketing. |
| Email marketing serves to segment your target audience, even from your subscribers. | Other channels face uncertainty in generating leads, including prospective customers. |
| Most importantly, subscribers show interest, become paid customers, and opt to receive future offers through email. | Other channels, especially, don’t have that direct line of communication like email. |
Although about 40 percent use social media during their free time, email marketing is still in the peak position for promotional purposes. The convenience of using a lot of customization in email and in BFCM marketing, email is lightyears ahead!
Black Friday email marketing strategy and examples
Having a lot of leads in hand, but don’t have strategies in mind for Black Friday email campaigns?
You might want to kickstart your usual email marketing, but the BFCM strategy requires –
- More customization
- More in-depth analysis of customers
- Black Friday sales, during and even before email sales
- Also, Black Friday sales require a more strategic approach that marks the event as successful!
Get to the strategies and examples, now!
aPre Black Friday email marketing strategies
The pre Black Friday plan should start even before weeks or months. A month before Black Friday, you can plan for the tasks, discover what subscribers wanted on previous Black Friday, and schedule the Black Friday sale email.
A survey showed in the U.S. for 2025, about 49 percent have already started their shopping before 31st October.
Bankrate
So, starting Black Friday email marketing is crucial in this sense. Let’s take a look at the pre Black Friday email marketing ideas that are essential for you.
1Brainstorm your To-dos
Brainstorm and arrange a listicle for BFCM email marketing. Plan your tasks months in advance to thoroughly analyze and inspect your subscribers, refine your email marketing strategy to execute all the results, and achieve your anticipated outcomes.
“Do you know?
In 2025, this year Black Friday is on November 28th and Cyber Monday is on December 1st.”
Take a look at the to-do list for Black Friday Cyber Monday email marketing –
| Start from | To-Dos |
|---|---|
| August | Inspect last year’s data on BFCM, research on competitors, and identify the gaps |
| September | Add essential elements, like new templates, features, and renovate your store |
| October | Execute a clean, simple, brief email campaign, A/B test, segment, & take AI-assistance for ideas |
| November | Keep your campaigns ready and get ready to send the campaign, use automation, analyze the performance, and send reengagement campaigns. |
Pro-tip Test send the Black Friday email and identify any mistakes or changes you need to make for later days.
2Discover previous Black Friday data
Previous Black Friday data is crucial for understanding the performance of the BFCM email campaign. Analyze the email you sent, identify prospects, and refine the email sending formula to pinpoint gaps and loopholes for this year.
Have a look at the tasks –
- Analyze the previous year’s BFCM campaign
- Find out what you should do to improve the New Year’s campaign
- Find the active subscribers on the previous BFCM campaign
- Analyze CTR & email deliverability rates from previous BFCM
Find out brands, channels, promotions, and engagements that you need for the Black Friday emails. In case you are new to this industry, you need to be open to discussion and gathering information from other campaigners.
Take a look at what you can do –
- Find out reputed email campaigners
- Subscribe to their email campaign
- Once you get emails, inspect and follow their structure
- Get their ideas and blend yours to bring something new
- See what they cover during the BFCM campaign and note it down
- Create strategies and implement them to see if they work
- Test out campaigns, A/B test, and see the results
These strategies will significantly improve, or you can get close to the expected result. Take the positives from the results, adopt a new approach, and implement it.
3Grow and clean the email listing
Cleaning an email list refers to removing unresponsive, inactive emails, where marketers either discontinue or re-engage communication with subscribers. Cleaning the email listing increases the likelihood of landing in the recipient’s inbox rather than being spammed or reported.
Do you know?
In 2023, almost 45.6 percent of emails landed in spam. In 2011, it was 80.26 percent, which is gross!
Although the spam percentage is gradually decreasing every year, if you have bad email subscribers who lead you to spam, your chance of getting to the inbox is still very low.
Pro-tip Keep your email brief and test the campaign by sending it to check for spam words. Use a spam tester to identify it. Also, send re-engagement emails if you want to further check the subscriber’s availability.
4Segment your listing
Segmenting the list is one of the key strategies to keep your BFCM campaign stacked and ready. You need to find out the most valuable users who are fond of your service/product. Get ready to build a fresh segmenting list with active users and provide them with a VIP treat to make them feel special. Let’s find out more-
- Analyze the previous BFCM campaign
- Find out your long-time or VIP customers
- Bring out a special treat for VIP customers
- Find which location prefers the product the most
- Segment based on active or inactive users
- Send re-engagement emails to the inactive users
5Set appealing Black Friday email subject lines
Subject lines in the email are always a talk of the town in email marketing. Subject lines define and inspire users to open the email at first glance. However, it needs to be special and summarize what you and your email are offering to subscribers.
Statistics show that 65 percent of marketing professionals tend to personalize the email subject lines for their email marketing campaigns.
Black Friday and Cyber Monday email subject lines need to be more than special to grow interest among users. An example will clear up the scenario here. Take a look –
Some examples of Black Friday email subject lines are shown here. Borderlined texts are the most impactful lines, and you can take inspiration from this.
6Design mobile-friendly email templates
You can easily implement Black Friday email templates, but email templates for mobile? Why do you need device-friendly design? Statistics will clear it up.
Statistic shows
“Mobile revenue share to hit 56.1% in 2025, and 7 in 10 retail website visits will come from mobile.”
So, mobile optimization is very much essential to run your BFCM campaign. Implement optimized font (14px) and images (at least 44×44 size). Also, a clear email CTA button is recommended for BFCM email marketing. You can find Black Friday email templates on MailBluster to set an optimized campaign!
Find out more about email CTA: Email CTA Examples and Best Practices
7Send early Black Friday emails
You can start sending Black Friday sale emails a week or even months before BFCM. Our recommendation is to start in the 2nd week of October to send an early notification about the upcoming BFCM event.
Additionally, you can begin placing early offers for VIP customers starting from the 3rd week of October. Let’s take a look at an example of Black Friday teaser email –
Takeaways: This exclusive email template is from MailBluster. The template sends a notification to users about the upcoming Black Friday event. The compelling discount text is there.
The two email CTA buttons, one at the top and another at the bottom, are visible to the users. Additionally, the countdown timer serves as a form of FOMO, creating a sense of urgency.
bDuring Black Friday email marketing strategies
Here comes Black Friday. In statistics 2025, sales are expected to reach the 11.7 billion dollar mark during Black Friday. You can continue sending Black Friday offers and emails throughout the event. Identify unresponsive users from the last campaign sent, and send a FOMO or limited-time urgency email during the event. Additionally, utilize AI assistance to perform marketing tasks more efficiently.
Let’s find out how you can reach out to your subscribers.
1Find out unresponsive subscribers
You have already run a pre Black Friday email campaign, which already has results. Analyze your email campaign to identify users who didn’t engage. Send an additional Black Friday offer that resonates with the subscribers. Take a look at this example –
Subject Line: Still there? Black Friday just got exclusive for you.
Hey [First Name], Are You Still With Us?
We know your inbox is probably overflowing this Black Friday, and we haven’t seen you around in a while.
That’s why we wanted to give you something extra special—just to say thanks for being a subscriber.
For a limited time, we’re upgrading your Black Friday deal. You’ll get:
AN EXTRA 10% OFF EVERYTHING
That’s [Your Brand’s Main BF Discount] + your bonus 10% off!
Think of it as VIP early access to the best deals we have all year.
This special offer is only valid for 24 hours (or until the main sale ends) and is only available with the unique code below.
[Unique large discount code for catching users’ attention]
CTA Button: Claim Your Extra Discount Now
We truly appreciate you being a part of the [Your Brand Name] family. We hope to see you back!
Happy Shopping,
The Team at [Your Brand Name]
2Send FOMO or a limited-time email
Prepare an email campaign that creates a sense of urgency. Add a timer countdown and fetch a new idea to catch their attention, such as –
- 50% Off Just For You! Don’t Miss This Time!
- Did You Miss Your Free Gift? Take It Now!
- Last Chance: 80% Off – Only 5 In Stock!
Want more visible and specific examples? Here it is –
Takeaways: This Black Friday Sale email is brief but creates urgency by Hurry Up and Few Days Left at the top and the bottom of the email. Additionally, the CTA text directs users to the store to make a purchase and receive a special discount for Black Friday. Also, the brand logo at the bottom, brand image in the body, and pink-black text combination perfectly blend with the background.
3Utilize AI for an optimized experience
Get assistance from AI to speed up your Black Friday newsletter creation and email marketing. Generate an AI command to create a subject line and body text for faster creation of an email. But sparing everything for AI won’t be wise, as it might create a negative impact among users who receive and read the email. Utilize AI, but humanize it to make it appear natural.
cPost Black Friday email marketing strategies
Post Black Friday emails are extended or bring more offers for inactive users. You can set the automated campaign this time and reach multiple promotions on social media. Let’s take a look at the post Black Friday promotion this time.
1Automated campaign
Create an automated campaign to run Black Friday Cyber Monday email campaign. Create a segment on inactive users from the last campaign and set a schedule for an automated campaign. Send three consecutive emails at regular intervals in a month.
Pro-tip Make sure your emails don’t become too random and give some days room between three emails. Use an email marketing tool to run your automated campaign.
2Multiple promotion media
Utilize social media to expand your reach to a wider audience. Create reels, videos, and posts, and use hashtags to reach more efficiently. Bring real users of your product or service to introduce and explain its features, discounts, and offers, thereby enticing users.
Pro-tip Use Instagram Stories and Feed, Facebook’s Reels, and posts to reach more users. Additionally, Facebook’s retargeting is effective for promoting products. A statistic shows Facebook has more potential, 28 percent ROI, than the other social media platforms.
3Send last chance emails
Sending last-chance emails is for users who might miss out or are not actively engaging with your BFCM offers. Take a look at the last chance email –
Takeaways: This simple last-chance email features the ‘LAST CHANCE’ heading and conveys to users the end of the biggest sale of the year. Also, the black background brings Black Friday vibe to this email template and sends a message about missing the chance to get an exclusive deal.
4Churn reduction to boost sales
Reserving customers is crucial. When you gather some of the customers buying your products, keep them updated with the reminders and welcome emails. This will largely help churn reduction and boosting sales during BFCM or for your lifetime active customer achievement.
Best time to send black friday email with schedule
Sending Black Friday emails on a specific and targeted day will increase the likelihood of receiving more acceptance from your subscribers. Have a look at the best time to send Black Friday and Cyber Monday emails with the date to announce.
- October 23 – First email → Black Friday Cyber Monday holiday courtesy email that announces the special deal.
- October 29 – VIP access → Notify VIP customers about their exclusive early access to upcoming Black Friday sales to create excitement and reward loyalty.
- November 5 – Black Friday Teaser → Teaser shows the sneak peek of the features and offers you are bringing in the upcoming Black Friday.
- November 15 – Event Reminder Email → Build excitement as Black Friday approaches, reminding everyone of the upcoming sale and highlighting a few top deals to create buzz.
- November 20 – Launch email for VIP Access → Grant early access to your Black Friday sale for VIP customers, emphasizing exclusivity and creating importance with a limited offer announcement.
- November 24 – Black Friday Sale Launch → Launch your Black Friday sale with a brief and email promoting the discount prices and encouraging prompt action.
- November 27 – Black Friday Reminder Email → Send a reminder that Black Friday deals are ending soon, using urgency and FOMO to prompt last-minute purchases.
- November 30 – Launch of Cyber Monday → Kickstart your Cyber Monday sale with new deals, offering customers another chance to shop and promoting items left from Black Friday.
- December 5- Thank you email → The thank you email works more effectively when the user finds the offer is about to end with your offer-ending email.
Wrap Up
That’s all on Black Friday email marketing guide. Black Friday and Cyber Monday, as big as it is, also bring the biggest smile to the marketers and put us all together to enjoy exclusive deals and discounts. Marketers and retailers wait for this special day to bring something extra for their users. Since most shoppers keep shopping until December 31st, BFCM is a revenue generator for many.
However, marketers should follow the BFCM email marketing guide and the marketing tool that provides convenience to run a BFCM campaign with more efficiency.
Find out more about Black Friday –
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