Black Friday Emails Unleashed: A Guide To Marketing Success

Black Friday Emails Unleashed: A Guide To Marketing Success

A global shopping phenomenon, Black Friday offers businesses a remarkable opportunity to boost sales and profits. And to capitalize on this massive sales event, one of the most potent marketing strategies at your disposal is creating captivating Black Friday emails.

Email marketing can directly reach and engage with a highly targeted audience, thus nurturing connections and driving conversions like no other channel. For this reason, it should be at the core of your Black Friday marketing strategy.

In this article, we explore how marketing emails can benefit your multi-vendor marketplace during the Black Friday season. Additionally, we provide valuable tips on how to create effective Black Friday emails for your marketing campaign. We even offer examples of Black Friday emails at the end of the article!

So let’s get right into it!

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5 Major Benefits Of Sending Black Friday Emails

Email marketing is one of the most powerful digital marketing strategies in your arsenal. With millions of people checking their inboxes daily, it’s a direct and personal way to reach your audience.

For Black Friday, this medium offers several advantages:

1. Engagement

Black Friday emails hold a special place in consumers’ hearts during the holiday season. The anticipation of finding incredible deals and exclusive offers in their inboxes makes people more eager to open and engage with these messages. Furthermore, this anticipation leads to higher open rates and increased interaction, making email an effective way to capture your audience’s attention.

2. Personalization

Marketing via email lets you tailor your Black Friday messages to various segments of your audience. Therefore, you can create unique email campaigns that address the specific needs and preferences of various customer groups.

This personal touch grabs your customers’ attention and makes them feel that you understand their needs, increasing the likelihood of engagement and conversion. Research has shown that personalized emails enjoy an 82% higher open rate compared to generic emails. Similarly, 74% of marketers reported that targeted personalization boosted customer engagement.

to write effective Black Friday emails, leverage personalization

3. Conversions

In the battle of conversion rates, email marketing consistently outperforms social media. By the end of 2023, the revenue it is projected to generate is nearly $11 billion.

Meanwhile, over 50% of consumers purchase from marketing emails at a minimum of once every month.

The success of marketing emails lies in the direct connection they establish with your audience. Emails reach a group of subscribers who have willingly expressed interest in your offerings. In other words, they trust your messages.

When combined with the allure of time-sensitive Black Friday deals, this trust results in a higher likelihood of customers taking action, whether it’s making a purchase, visiting your website, or sharing your deals with others.

4. Cost-Efficiency

Using marketing emails is an extremely cost-effective option. When compared to traditional marketing channels, the expenses associated with designing, sending, and tracking email campaigns are notably lower.

Additionally, research demonstrates that for every $1 invested in email marketing, businesses can anticipate an average return of $40. In comparison, the return on investment for SEO ads is $22.24, while it’s $17 for keyword ads.

The impressive return on investment (ROI) potential, especially during Black Friday, makes marketing via email a smart choice for businesses seeking to maximize their earnings without straining their marketing budgets.

5. Customer Acquisition and Retention

Despite the prominence of social media, email marketing continues to excel in both customer acquisition and retention compared to paid search, organic search, and social media.

Research shows that email remains the primary driver of customer acquisition and retention for small and medium-sized businesses (SMBs). Specifically, 81% of SMBs rely on email for customer acquisition and 80% for customer retention.

Black Friday emails can contribute to customer retention and acquisition

5 Tips On Preparing For Your Black Friday Email Marketing Campaign

Let’s delve into how to prepare a winning Black Friday email marketing campaign!

1. Start Early

Don’t wait until the last minute to plan your Black Friday email marketing campaign. Start your preparations in advance – two weeks to more than a month before your sales.

Your planning should include:

  • Determining the dates to send your emails (more on this below)
  • Segmenting your audience
  • Writing the emails
  • Creating graphics to be used in the emails
  • Testing and quality assurance
  • A/B testing

Of course, your email marketing campaign is but one part of your entire Black Friday campaign. Therefore, in addition to planning your Black Friday emails, you should plan other aspects of the event, including developing sale landing pages for your website, preparing your social media promotions, and more.

2. Optimize Email Sender Information

Make sure the name of your marketplace is part of your email’s display name and address. This is crucial for branding, personalization, and professionalism. Moreover, it helps your recipients easily identify the email sender, fostering trust and credibility.

For example, if Benny Weathers owns a marketplace called Toy City, his email should be “Benny from ToyCity, <[email protected]>”

optimize your email sender information to ensure the success of your Black Friday emails

3. Determine Your Email Schedule

While Black Friday takes place on the Friday after Thanksgiving, several sale events surround the date. Furthermore, Black Friday often kicks off the December shopping craze. Therefore, smart business owners offer incredible deals throughout most of November and December, with one sale event leading up to another.

Here are some of the significant dates that make up the Black Friday season.

  • Pre-Black Friday: This can start a week or two before Black Friday.
  • Black Friday: This is the traditional sale day that occurs on the Friday after Thanksgiving.
  • Small Business Saturday: This takes place on the Saturday after Thanksgiving.
  • Cyber Monday: This goes live on the Monday after Thanksgiving.

For your email marketing campaign to reap the most rewards, send emails before and on every sale day, with your purpose being to build anticipation for the sale, remind shoppers about the sale, and announce the sale.

Here’s an example of a simple Black Friday email marketing campaign schedule:

  • Pre-Black Friday Announcement: Nov 14
  • 1st Reminder About Pre-Black Friday: Nov 18
  • 2nd Reminder About Pre-Black Friday: Nov 22
  • Black Friday Announcement: Nov 24
  • Small Business Saturday Announcement: Nov 25
  • Black Friday Extension Announcement: Nov 26
  • Cyber Monday Announcement: Nov 27
  • Cyber Monday Extension Announcement: Nov 28
  • Reminder About Cyber Monday Extension: Nov 30

Remember not to overwhelm your audience with too many emails – around 10 per segment should do.

Black Friday Marketplace Sale yearly dates

4. Segment Your Audience

Because it allows you to send highly targeted and relevant emails, segmenting your email list is essential. And in the context of sending Black Friday emails, it can significantly boost your marketplace’s profits during the sales period.

Basically, segmentation involves dividing your subscribers into smaller, more specific groups based on shared characteristics. Key segmentation criteria include:

  • Preferences: Group customers who prefer certain product categories, brands, or types. For example, if customers consistently buy handmade jewelry, create a dedicated segment.
  • Past Purchases: Send targeted product recommendations or related items based on previous purchases. For tech enthusiasts who bought a smartphone, offer Black Friday deals on tech gadgets for cross-selling and upselling.
  • Browsing Behavior: Reach customers who show interest but haven’t purchased. For potential winter fashion shoppers browsing cold-weather attire, send Black Friday emails with relevant promotions.

There are various other ways to segment your audience. Below, we explore two examples:

  • Welcome Series: Do you have new subscribers joining your email list in the lead-up to Black Friday? Then you can create a “Newcomers” segment, to which you’ll send emails that introduce newcomers to your brand and nurture them into becoming active customers during the sales event.

    Over 80% of recipients are inclined to open a welcome email. Small wonder these emails generate four times the number of opens and ten times the number of clicks compared to other email types!
  • Re-engagement Campaigns: You can group subscribers who haven’t engaged with your emails for a while into a “Win Back” segment. Then, you can run re-engagement campaigns to win them back. Basically, this involves offering exclusive Black Friday incentives to entice them to become active customers once again.

Remember: your marketplace’s data is a goldmine for understanding your audience. Leverage this data for effective segmentation!

segmenting your audience can boost your email marketing campaign's success

5. Embrace Automation

Email automation streamlines your campaign, saves you time, and lets you engage with your audience more effectively.

Thankfully, the best marketing tools come with email automation options. For example, you can schedule your emails in advance. Then, once the predetermined date arrives, the tool automatically sends all relevant emails to their appropriate recipients.

Here’s a look at how to harness the power of email automation for Black Friday:

  • Drip Campaigns: Create a series of scheduled, automated emails that deliver relevant content and offers over a set period, leading up to and during the sales event. Drip campaigns can be used to build anticipation, educate your audience about upcoming deals, and guide them through the sales process.
  • Abandoned Cart Recovery: Black Friday is notorious for customers filling their carts and then leaving without completing their purchases. Thus, implement an abandoned cart email sequence to automatically remind customers about their unpurchased items and entice them to return and complete their orders.
  • Countdown Timers: Incorporate automated countdown timers in your emails to create a sense of urgency. These timers can highlight the limited time remaining for Black Friday deals, encouraging recipients to act quickly.
embrace email automation to maximize your sales potential

6 Tips On Crafting The Perfect Black Friday Emails

One of the most critical aspects of Black Friday preparations involves writing the messages you aim to convey to your audience. So let’s explore the best practices when crafting those Black Friday emails!

1. Create Compelling Subject Lines

Your subject line is your first chance to grab the reader’s attention. As such, its role is pivotal in determining whether your email will be opened or relegated to the depths of the inbox.

When crafting your Black Friday emails, be creative, use urgency, and clearly communicate the value of your offer. In addition, aim for subject lines that intrigue and excite.

Creativity Sells

Black Friday is a highly competitive time, and your emails are just one among many. Thus, to set your email apart, use a subject line that showcases originality and innovation. Consider wordplay, puns, or clever phrasing that reflects your brand’s personality and the essence of your offer.

Incorporate Urgency

Urgency is a powerful tool for compelling action. By tapping into the fear of missing out (FOMO), it prompts recipients to open the email to avoid missing out on time-sensitive Black Friday deals.

To convey a sense of urgency, incorporate words like “Last Chance,” “Limited Time,” “Act Now,” and the like into your subject lines.

Communicate Value

Your subject line should explicitly communicate the value of your Black Friday offer. Be clear and concise about what the recipient stands to gain by opening your email. Whether it’s exclusive discounts, early access, or special promotions, the subject line should leave no doubt about the benefit of engaging with your message.

Create Intrigue and Excitement

The best subject lines generate intrigue and excitement. They leave recipients curious to learn more about what’s inside the email. Consider using a teaser approach by hinting at the contents without revealing everything. For instance, instead of “50% Off All Electronics,” you might try “Unveiling Black Friday’s Tech Spectacular.”

Avoid Spammy Tactics

While it’s essential to be creative and persuasive, avoid overly salesy or spammy tactics in your subject lines.

Therefore, don’t use all the tactics discussed in this section in any single subject line, as this can come across as insincere. Instead, use one or two tactics only. Additionally, strive for authenticity and transparency in your subject lines to build trust with your audience.

Subject Line Examples!

Below are some examples of great subject lines:

  • Black Friday is LIVE! ???????? Exclusive 60% OFF ALL BOOKS!
  • ???? Save big – Toy City BLACK FRIDAY SALE is here!
  • 24H LEFT ???? Cyber Monday deal ends TONIGHT!
  • ⏰ ACT NOW: Final 24H left to SAVE BIG! ????
writing compelling subject lines is necessary for effective Black Friday emails

2. Leverage Eye-Catching Design

The importance of an eye-catching design can’t be overstated, especially during the high-stakes period of Black Friday. The design of your email serves as the first visual connection between your brand and your audience. It’s not only about aesthetics but also about functionality and accessibility.

Here’s a detailed look at why design matters and how to ensure your Black Friday emails leave a lasting impact:

Attractive, High-Quality Visuals

Your emails’ visual design is the first thing your recipients see. Therefore, they need to boast an attention-grabbing look. In addition, it’s a good idea for its design to be in line with your brand’s aesthetics, as this conveys professionalism.

First, create an email header that prominently displays your offer. Then, use banners within the body of your email to do the same. Include your marketplace’s logo in all your images.

Black Friday emails - email header
Example of a Black Friday email header (click to zoom)
Black Friday emails - banner
Example of a Black Friday banner (click to zoom)

Your visuals should showcase your products, offers, or brand in the best possible light. Thus, your graphics should be beautifully designed, while photographs must be crisp, well-lit, and professionally shot.

Make sure any text you use pops, so pick large, easy-to-read fonts and contrasting colors (e.g. white text over a black background).

High-quality imagery can enhance the perceived value of your deals. Also, remember that visuals can often convey more information than text, making them a potent tool for persuasion.

Compelling Content Layout

The visual design isn’t just about images and colors; it’s also about content layout.

Organize your email content logically, ensuring that it flows smoothly from the header to the main message to the footer. Using headings, subheadings, and bullet points can make the content easy to scan, enabling recipients to quickly grasp the key information.

Clickable CTAs (Call to Action)

The Call to Action (CTA) buttons in your email are the gateway to your offers. As such, they play a pivotal role in driving conversions.

Design your CTAs to be visually distinct and easily clickable. Use contrasting colors, clear text, and ample white space around the button to draw attention. Morever, ensure that you strategically place them within your email to guide the recipient seamlessly towards the desired action, whether it’s shopping, subscribing, or exploring more.

Consistency and Branding

Your email design should be consistent with your brand’s identity, using the same color schemes, fonts, and overall style.

Remember: a consistent design boosts brand recognition and trust. Recipients are more likely to engage with emails that they recognize as part of your brand.

Mobile-Friendly Responsiveness

Today, a significant portion of email opens occurs on mobile devices. Therefore, ensuring that your email is mobile-friendly is imperative.

A responsive design seamlessly adapts to diverse screen sizes and orientations, offering an optimal viewing experience on smartphones and tablets. Neglecting this can lead to an unpleasant and frustrating experience for recipients, potentially causing them to abandon your email.


In the world of email marketing, brevity is key, especially during Black Friday. Lengthy emails can overwhelm recipients, leading to disinterest and missed opportunities.

Thus, keep your Black Friday emails concise, focusing on the most important details to maintain engagement and drive action. Remember: short and focused emails are easier to digest and allow you to convey your message clearly.

use attractive design when crafting your Black Friday emails

3. Harness the Power of Personalization

Personalization is a pivotal element in creating successful Black Friday email campaigns. It involves tailoring your email content and offers to meet the unique preferences, behaviors, and needs of each recipient. By doing so, personalized emails enhance engagement, boost conversion rates, and build customer loyalty. Furthermore, demonstrating an understanding of your customers’ unique interests fosters a stronger connection and encourages repeat business.

Here’s a closer look at how to incorporate personalization effectively into your Black Friday emails:

Personalized Subject Lines

Address every recipient by their first name in the opening greeting of your emails. You can even use their name in the subject line.

You’ll have to use a tool that lets you use html coding. Then, instead of writing, “Dear John Smith,” you can include the following shortcode: “Dear {{ subscriber.first_name }},”

Moreover, you should customize email subject lines to align with the recipient’s interests or behavior. For example, if they’ve been browsing winter coats, you could use a subject line like “Exclusive Black Friday Savings on Winter Apparel Just for You, {{ subscriber.first_name }}!”


Segmentation is a fundamental aspect of personalization. When you divide your email list into groups based on specific criteria, you can conveniently send personalized, targeted emails.

For example, if your marketplace sells books, you can send your “Fiction Fans” segment Black Friday deals revolving around works of fiction. Meanwhile, you can send non-fiction offers to your “Non-Fiction Fans” segment.

Product Recommendations

Incorporate product recommendations in your emails based on a recipient’s past purchases or browsing behavior. Suggest related or complementary products that align with their interests.

Once again, this is an area where segmentation can prove invaluable.

to write effective Black Friday emails, leverage personalization

4. Employ The Right Tone

The tone you use in your emails can significantly influence how your audience perceives your brand and responds to your Black Friday offers.

Let’s explore how tone can affect your email marketing strategy for a more successful Black Friday campaign.

Friendly, Conversational Tone

Rather than a hard sell, use a friendly tone in your Black Friday emails, as this can prove pivotal for engaging your audience. After all, friendliness makes recipients feel comfortable and valued, makes your emails more relatable and appealing, and encourages open and positive communication.

For these reasons, when writing your emails, maintain a friendly, conversational, and familiar approach as you highlight the excitement and benefits of your Black Friday sale.

A Humorous, Lighthearted Approach

A well-placed joke or playful tone can go a long way in making your emails stand out in the inbox.

Injecting a touch of humor into your Black Friday emails can add an element of fun and relatability to your messages. Furthermore, it can make your emails more memorable and engaging.

However, don’t overdo it! Use humor strategically and only when appropriate. In addition, be sure to keep it in line with your brand’s personality and avoid anything that people might misconstrue or find offensive.

A Sprinkling of Emojis

Emojis add a visual, expressive element to your emails, helping to convey emotions and messages succinctly. Additionally, they can make your subject lines or content more eye-catching and relatable.

However, use them judiciously and ensure they align with your brand’s image and the context of your message. The right emojis can enhance the impact of your emails and resonate with your audience; the wrong ones can create confusion or irritation.

Black Friday emails should have a friendly, conversational tone

5. Use Social Proof

Social proof is where people are inclined to follow the choices and actions of others, especially if they perceive that those choices confirm or validate a product or service’s value. When used strategically in your Black Friday emails, this psychological phenomenon can significantly boost the credibility and effectiveness of your offers.

Here’s how to employ social proof to your advantage:

Customer Reviews and Testimonials

Including snippets of positive customer reviews and testimonials in your Black Friday emails can be a game-changer. These authentic endorsements reassure potential buyers and instill confidence in your brand.

Ratings and Badges

If your products or services have received industry awards, high ratings, or certifications, display these prominently in your email. Use recognizable badges and icons that symbolize trustworthiness and quality, reinforcing the value of your Black Friday offerings.

Popularity Indicators

Showcasing how many people have purchased a particular product or how many subscribers have taken advantage of a deal can create a sense of popularity and urgency. Phrases like “Best-Selling Item” or “Join Thousands of Happy Customers” can be powerful inclusions.

Social Shares and Engagement

Highlight the social media share counts and engagement metrics for your Black Friday promotions. When recipients see that others are actively engaging with your content, it can influence them to do the same, thus expanding your reach and impact.

Influencer Endorsements

If applicable, collaborate with influencers or industry experts who align with your brand to provide endorsements or reviews of your Black Friday products. Influencers have dedicated followings, and their recommendations can carry significant weight.

social proof can contribute to the success of your Black Friday emails

6. Showcase Your Deals

Black Friday is all about incredible offers, and how you present these deals in your email marketing can make a huge difference in their effectiveness.

Here’s how to strategically showcase your Black Friday deals to maximize their impact:

Create an Eye-Catching Email Banner

The first thing your recipients see when they open your Black Friday email is crucial. Therefore, you should design a captivating banner that prominently features your headline deals. Use high-quality images, bold fonts, and attention-grabbing colors. This visual element sets the tone for your email and entices readers to explore your offers further.

Emphasize Savings and Discounts

Clearly communicate the value of your Black Friday deals. Whether it’s a percentage discount, a dollar amount saved, or a special bundle offer, make it instantly recognizable. Shoppers should immediately understand the benefit of your offers.

Create a Deal Showcase

Dedicate a section of your email to showcase a selection of your best deals. Use images, product descriptions, and pricing to provide a snapshot of the savings available. Include a mix of high-demand products and complementary items to encourage cross-selling and upselling.

Highlight Limited-Time Offers

Black Friday deals are known for their time sensitivity. Use countdown timers or phrases like “Limited Time Only” to create a sense of urgency. Remind recipients that these incredible deals won’t last, encouraging them to take action promptly.

Organize by Categories or Themes

If your marketplace offers a variety of products or services, organize your deals by categories or themes. Basically, this helps recipients quickly find offers that align with their interests. Whether it’s electronics, fashion, or home goods, clear categorization makes the shopping experience more convenient.

Feature Customer Favorites

Highlight your top-selling and most-loved products. These items have a track record of success and can act as powerful magnets for drawing customers to explore your Black Friday offerings.

Bundle and Save

Consider creating bundle deals where customers save more by purchasing related products together. Bundle offers are not only enticing but can also increase the average transaction value.

Black Friday Marketplace Sale example

Black Friday Emails: Examples

Here are a couple of sample Black Friday emails that bring together many of the techniques we discussed in this article!


Black Friday emails can maximize the earnings potential of your multi-vendor marketplace during the year’s biggest sales event.

After all, they:

  1. Boost engagement with your audience
  2. Allow you to personalize your marketing
  3. Raise your conversion rates
  4. Provide you with a cost-efficient marketing option
  5. Contribute to customer acquisition and retention

To prepare your Black Friday email marketing campaign for success, you should:

  1. Start Early
  2. Optimize Email Sender Information
  3. Determine Your Email Schedule
  4. Segment Your Audience
  5. Embrace Automation

Finally, to craft the best Black Friday emails for your sales event, you must:

  1. Create Compelling Subject Lines
  2. Leverage Eye-Catching Design
  3. Harness the Power of Personalization
  4. Employ The Right Tone
  5. Use Social Proof
  6. Showcase Your Deals

Would you like to know more about Black Friday emails? Don’t hesitate to reach out to us; we’d be happy to answer your questions!

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