19 Proven Black Friday Email Examples + Expert Tips

Black Friday is just around the corner, and if you’re in eCommerce, it’s time to get your Black Friday email marketing ready.

This is your chance to make sure your Black Friday emails stand out in crowded inboxes and get your customers excited to shop.

In this guide, we’ll take a look at some great Black Friday email examples and share Black Friday email marketing ideas that will really resonate with your audience.

We’ll cover everything from creating a strong Black Friday teaser email to designing a Black Friday sale email that grabs attention and drives sales.

We’ll also help you build a solid Black Friday email strategy to keep your brand in front of your customers during the holiday season.

Ready to create your best Black Friday email campaigns? Let’s get started and make sure your email marketing is on point for Black Friday.

Building a Strong Black Friday Email Marketing Strategy

Creating a successful Black Friday email marketing strategy isn’t as tricky as it sounds if you focus on a few key areas:

• Know Your Audience: It all starts with understanding what your customers want. Personalize your Black Friday emails to speak directly to them, whether it’s through exclusive deals, stylish Black Friday email designs, or offers that make them feel like VIPs.
• Timing is Key: When it comes to Black Friday email campaigns, timing can make or break your results. When creating your Black Friday eCommerce strategy, plan for your emails to hit inboxes at just the right moment. Use a mix of Black Friday teaser emails to build buzz and Black Friday sale emails to seal the deal.
• Segment Your List: Don’t treat all your customers the same. Break down your email list into targeted segments so your Black Friday email marketing delivers the right message to the right people, boosting your chances of success.
• Keep It Consistent: Make sure your Black Friday email strategy offers a smooth, cohesive experience from start to finish. Whether it’s a teaser or a last-minute offer, keep your branding, messaging, Black Friday email subjects lines, and visuals in sync to maximize impact.

By focusing on these elements, you’ll create a Black Friday email marketing strategy that not only grabs attention but also drives real results.

19 Black Friday Emails to Drive Sales this Season 

Before diving into the examples, it’s important to prepare for Black Friday with a solid email marketing plan.

These curated examples will give you the inspiration you need to create engaging and effective emails that not only catch your customers’ attention but also drive those all-important sales.

Let’s take a look at how some brands are doing it right this Black Friday.

1. True Start Coffee’s Black Friday Charity Email

Subject: Get a coffee. Give a breakfast 🥣

True Start Coffee’s email highlights their commitment to giving back by supporting the Magic Breakfast charity during Black Friday. For every coffee purchase, they’ll donate a breakfast to a child in need. The design is warm and inviting, with bright colors and playful fonts that emphasize the charity initiative.

What Works Well:

• Cause-Driven Marketing: Focusing on a charitable cause sets True Start apart from typical discount-heavy Black Friday emails, appealing to socially conscious consumers.
• Clear Messaging: The message is simple and direct, making it easy for customers to see how their purchase will make a difference.
• Cheerful Design: The bright, uplifting visuals create a positive vibe, perfectly aligning with the charity focus and reinforcing the brand’s identity.

What Could Be Improved:

• Add Urgency: Introducing a sense of urgency with phrases like “limited time offer” or a countdown timer could encourage quicker purchases.
• Highlight the Product: While the charity message is strong, featuring the coffee product more prominently could remind customers of what they’re buying and why it’s worth it.

eCommerce Tip: Incorporate a charitable element into your Black Friday campaigns to stand out and connect with socially conscious customers, but keep your product front and center to drive sales.

2. Chewy’s Pet-Focused Black Friday Email

Subject: Be a savings superstar on stuff your pet loves

Chewy’s Black Friday email is all about pet owners, promoting early deals on toys, treats, and essentials. The design is bright and clean, with a strong focus on savings. A highlight is the “Buy 1, Get 1 Free” offer on Disney, Pixar, Marvel, and Star Wars pet toys.

What Works Well:

• Targeted Messaging: The email speaks directly to pet owners, making it highly relevant with sections dedicated to toys, treats, and pet essentials.
• Variety of Offers: With deals like 40% off Autoship and BOGO on branded pet toys, there’s plenty of incentive to shop.
• Trust-Building: The email closes with a reminder of Chewy’s 24/7 customer service, reinforcing reliability and trust.

What Could Be Improved:

• Add Personalization: Suggesting products based on past purchases could make the email feel more tailored and increase purchase likelihood.
• Stronger Visuals: More images of pets enjoying the products would create a stronger emotional connection and highlight the products in action.

eCommerce Tip: Target your Black Friday emails to specific customer segments and include a variety of deals to cater to different shopping behaviors, while reinforcing trust with strong customer service messages.

3. Ulta’s Thanksgiving Black Friday Announcement Email

Subject: 😏 $10 off $40 + tons of NEW DEALS!

Ulta’s email bursts with vibrant energy, featuring discounts and new deals galore. It kicks off with a Thanksgiving-themed “thankful for YOU” message and highlights a $10 off $40 promotion. The email also showcases additional discounts on top brands, making it a go-to guide for Black Friday beauty shopping.

What Works Well:

• Clear Promotion: The $10 off $40 deal is front and center, with the promo code and terms clearly laid out, making it easy for customers to grab the savings.
• Vibrant Visuals: High-quality product images paired with festive, colorful elements capture the holiday spirit and draw in beauty enthusiasts.
• Comprehensive Content: The mix of product deals, a coupon, and a gift guide ensures there’s something for everyone, catering to various shopping needs.

What Could Be Improved:

• Add Personalization: Including product recommendations based on past purchases could make the email feel more tailored and relevant.
• Boost Urgency: Emphasizing the limited-time nature of the deals with a countdown timer or urgent language could drive quicker action.

eCommerce Tip: Put your main offer front and center, but don’t forget to personalize and add urgency to keep your audience engaged and ready to shop.

4. Nike’s Influencer Focused Black Friday Email

Subject: All In for Puffer Season ❄️

Nike’s email centers around influencer Jezz Chung, showcasing winter fashion pieces like puffer jackets and sneakers. The email blends promo content with lifestyle imagery, featuring Jezz in various Nike outfits and a curated section called “Jezz’s Picks.”

What Works Well:

• Influencer Authenticity: Featuring Jezz Chung adds authenticity and relatability, showing how Nike products look in real life—a great strategy for fashion brands.
• High-Quality Visuals: The top-notch imagery aligns perfectly with Nike’s brand, helping customers picture themselves in the gear.
• Strong Branding: The clean design, with consistent use of Nike’s colors and fonts, keeps the brand identity front and center.

What Could Be Improved:

• Stronger CTAs: The CTA buttons could stand out more. Using more compelling language like “Shop Now for Limited Time Discounts” might boost click-through rates.
• More Deal Details: The email mentions discounts up to 60%, but adding specifics about which items are on sale could make the deals more enticing.

eCommerce Tip: Collaborate with influencers who align with your brand to add authenticity and reach, and use strong lifestyle imagery to help customers visualize your products.

5. Wayfair’s Early Access Black Friday Email

Subject: ♦♦♦♦ BLACK FRIDAY EARLY ACCESS ♦♦♦♦

Wayfair’s email offers early access to their Black Friday deals, with discounts of up to 80% off on furniture, decor, rugs, and more. The design is vibrant and focused on showcasing the huge savings, with specific “Blockbuster Deals” highlighted to drive quick action.

What Works Well:

• Bold Visuals: The large text and contrasting colors make the discounts pop, with each product category neatly sectioned, making it easy to browse.
• Broad Appeal: Featuring deals across various categories, the email has something for everyone—whether it’s furniture or seasonal decor, they’ve covered all bases.
• Early Access: The “Early Access” emphasis creates a sense of exclusivity and urgency, motivating customers to shop before everyone else.

What Could Be Improved:

• Increase Urgency: Adding countdown timers or mentioning limited stock could enhance the urgency, pushing customers to act faster.
• Mobile Optimization: Given the length, ensuring the email is easy to navigate on mobile is key. Testing for readability on smaller screens would be beneficial.

eCommerce Tip: Use early access offers to build urgency and exclusivity, but make sure your emails are mobile-friendly and clear to keep customers engaged.

6. Target’s Category-Specific Black Friday Email

Subject: Black Friday kitchen deals you’ll devour 🍽

Target’s email zeroes in on Black Friday kitchen deals, but it doesn’t stop there—it also highlights offers on clothing, holiday decor, and kids’ gifts. The vibrant design uses Target’s signature red to create a strong brand presence, making this a well-rounded holiday promo.

What Works Well:

• Broad Appeal: While kitchen deals are the star, the email covers a variety of categories, making it relevant to a wide audience and boosting engagement.
• Great Imagery: High-quality images make the products look super appealing, and the well-organized layout keeps everything easy to navigate.
• Daily Deal Hook: The “Deal of the Day” feature adds urgency and encourages customers to keep coming back, driving daily engagement.

What Could Be Improved:

• Clearer CTA: The “Shop All Black Friday Deals” button could stand out more. A different color or larger text might help it catch the eye.
• Less Clutter: The email is packed with info. Simplifying the design or adding more white space could make it easier to digest, especially on mobile.

eCommerce Tip: Use high-quality imagery to highlight your products, but make sure your layout is clean and your CTAs are clear to keep customers engaged.

7. Neiman Marcus’s Indulgent Black Friday Email

Subject: Don’t forget to treat yourself!

Neiman Marcus’s email encourages customers to indulge during Black Friday, with a spotlight on luxury items from brands like Bottega Veneta and Jimmy Choo. The sleek, elegant design perfectly matches their high-end brand image, and the email promotes early access through their app.

What Works Well:

• Luxurious Vibe: The email exudes luxury, focusing on high-end products that appeal to customers looking to treat themselves or find premium gifts.
• Targeted Messaging: The self-indulgent tone resonates with customers ready to splurge, while also subtly suggesting gift ideas.
• Clear CTAs: Each section has a clear call to action, making it easy for customers to shop by category, whether they’re interested in handbags, home gifts, or shoes.

What Could Be Improved:

• Emphasize Discounts: The mention of up to 40% off is a bit understated. Highlighting this more prominently could attract deal-seekers.
• Add Urgency: Creating a sense of urgency with phrases like “limited time only” or adding a countdown timer could drive quicker decisions.

eCommerce Tip: For luxury brands, keep your Black Friday emails elegant and focused on high-end products, while ensuring your discounts and urgency are clearly communicated.

8. Bissell’s Pre-Black Friday Email

Subject: SNEAK PEEK: Black Friday Offers 💸

Description: Bissell’s email teases their upcoming Black Friday deals, offering up to 50% off popular products like the Air220 Air Purifier and SpinWave R5 robotic mop. The clean, modern design focuses on key items, building curiosity and excitement ahead of the big event.

What Works Well:

• Great Teaser: The subject line and messaging build anticipation, making customers eager for the main event.
• Product Spotlight: Highlighting specific products with brief descriptions helps customers know what to expect, encouraging them to plan ahead.
• Added Incentives: Free shipping on orders over $49 and the option to use Afterpay/Zippay sweeten the deal, making the offers even more appealing.

What Could Be Improved:

• Boost Urgency: Adding phrases like “limited stock” or “while supplies last” could push customers to act quickly once the sale starts.
• Stronger CTAs: More specific CTAs like “Shop Early Deals” could increase click-through rates by giving customers a clearer action to take.

eCommerce Tip: Use teaser emails to build anticipation for your Black Friday sale, but don’t forget to include urgency to drive early engagement.

9. Joann’s Black Friday Announcement Email

Subject: ⚠️ BREAKING NEWS! Black Friday starts online at midnight and in-store tomorrow! ⚠️

Joann’s email goes all out with a bold, attention-grabbing design to announce the start of their Black Friday sale. It’s packed with big discounts, doorbusters, and shipping deals, aiming to drive both online and in-store traffic. The vibrant layout makes the excitement and urgency of Black Friday clear.

What Works Well:

• High Urgency: The subject line and bold design create an immediate sense of urgency, perfect for grabbing attention during Black Friday.
• Trust-Building: Highlighting a price match guarantee reassures customers they’re getting the best deal, which is key during a competitive shopping event.
• Compelling Shipping Deals: Offering $1.99 shipping and free shipping on orders over $75 is a strong incentive for customers looking to save even more.

What Could Be Improved:

• Less Clutter: While the design is bold, adding more white space could help reduce the feeling of clutter and make it easier to focus on key offers.
• Mobile Optimization: With so much content, it’s important to ensure the email is easy to navigate on mobile without having to zoom or scroll too much.

eCommerce Tip: Use strong, attention-grabbing language and bold designs to create urgency, but make sure your layout is clear and easy to navigate, especially on mobile.

10. Crate & Barrel’s Black Friday Rewards Email

Subject: NEW MARKDOWNS: Up to 60% off + 2X Rewards →

Crate & Barrel’s email promotes their Black Friday sale with up to 60% off and double rewards for members. The design is visually appealing, featuring cozy home setups and high-quality products, perfectly aligning with the brand’s aesthetic.

What Works Well:

• Dual Incentive: The combination of big discounts and double rewards is a strong motivator, appealing to both deal-seekers and loyal customers.
• Clear Structure: The email is well-organized, starting with the main offers and smoothly guiding readers through various product categories, making it easy to find relevant deals.
• Targeted Content: By covering a range of categories—like furniture, rugs, and baby essentials—the email caters to different customer needs, with personalized touches like the “Gift of the Week” adding extra relevance.

What Could Be Improved:

• Increase Urgency: Adding a countdown timer or stronger language about the limited-time nature of the deals could drive faster action.
• Detail the Rewards Program: Providing more information about the rewards program could encourage more sign-ups, especially during the Black Friday rush.

eCommerce Tip: Combining immediate discounts with long-term rewards is a smart strategy—just make sure your email has a clear structure and creates a sense of urgency.

11. Nasty Gal’s Exclusive Black Friday Email

Subject: Presenting: The Sale Of The Year

Nasty Gal’s email announces an exclusive Black Friday sale with 50% off everything, plus an extra 10% off with a promo code. The design is bold and edgy, perfectly capturing the brand’s fashion-forward vibe and appealing to a trendy, style-conscious audience.

What Works Well:

• Bold, Edgy Design: The striking visuals, with black and pink tones and sharp product photography, really grab attention and reflect the brand’s identity.
• Exclusive Vibe: Labeling the sale as “Email Exclusive” and “The Sale Of The Year” creates a sense of exclusivity and urgency, which is super effective for Black Friday.
• Engagement Incentive: The reminder that a November purchase earns a December voucher is a clever way to drive repeat business and keep customers engaged throughout the holiday season.

What Could Be Improved:

• More Urgency: Adding a countdown timer or emphasizing “Limited Time Only” could push customers to act faster.
• Product Highlights: Including brief descriptions or highlighting best-sellers could add more context and entice customers to explore further.

eCommerce Tip: Bold, brand-aligned designs can make your emails stand out during high-traffic events like Black Friday. Just be sure to communicate urgency and make your CTAs easy to act on.

12. Kohl’s Festive Black Friday Email

Subject: Feast on Flash Steals + shop in-store tomorrow & WIN!

Kohl’s email is bursting with Black Friday energy, showcasing flash steals, sweepstakes, and Kohl’s Cash incentives. The vibrant design, with bold colors and playful elements, really captures the excitement of the shopping season, pushing for both online and in-store engagement.

What Works Well:

• High-Energy Design: The bright colors and dynamic layout create a festive vibe that’s perfect for Black Friday, grabbing attention and pulling customers into the deals.
• Kohl’s Cash Incentive: The focus on earning Kohl’s Cash is a smart move—it’s a well-loved promotion that encourages customers to spend more.
• Sweepstakes Excitement: Adding a sweepstakes brings extra excitement, motivating customers to shop for a chance to win, which drives more traffic.

What Could Be Improved:

• Simplify the Layout: There’s a lot going on, which can be overwhelming. A cleaner design with more white space could help customers focus on the best deals.
• Add Personalization: Including personalized recommendations would make the email feel more tailored and could boost engagement.

eCommerce Tip: Use vibrant designs to capture Black Friday excitement, but keep the layout clear to avoid overwhelming your audience.

13. GNC’s BOGO Black Friday Email

Subject: 🎵 BLACK 🎵 FRIDAY’S 🎵 BACK—ALL RIGHT! 🤑

GNC’s email taps into nostalgia with a fun subject line, promoting a “Buy 1, Get 1 50% Off” deal on almost everything. They also include tiered discounts based on spending and a big prize giveaway to keep customers engaged.

What Works Well:

• Nostalgic Hook: The playful subject line grabs attention, especially for those who recognize the song reference, adding a fun twist to the promotion.
• Strong BOGO Offer: The “Buy 1, Get 1 50% Off” deal is clear and attractive, making it easy for customers to see the value.
• Engagement Boosters: The giveaway and price match guarantee add extra layers of engagement and trust, encouraging customers to participate and shop confidently.

What Could Be Improved:

• Better Layout: The email could use a more structured design to guide the reader’s eye through the different offers without them competing for attention.
• Add Personalization: Including personalized product recommendations would make the email more relevant and increase the chances of conversion.

eCommerce Tip: Use playful, nostalgic elements in your subject lines to catch attention, but make sure your main offer is the star of the show.

14. My Protein’s Cyber Month Email

Subject: Save 45% when you spend £75

My Protein’s email promotes a month-long Cyber sale with tiered discounts, encouraging shoppers to spend more to save more. The design is sleek and modern, putting a strong focus on the high-value discounts. It also highlights key products like protein powder and supplements, aligning perfectly with the brand’s health and fitness focus.

What Works Well:

• Tiered Discounts: The tiered discount strategy is smart—it encourages higher spending by tempting customers to add a few more items to hit that next discount level.
• Product Focus: Spotlighting specific products helps guide customers on what to buy, making the email more actionable and targeted.
• Sleek Branding: The design is clean and professional, perfectly matching My Protein’s image as a leader in fitness and nutrition.

What Could Be Improved:

• Add Urgency: Since the sale runs all month, adding some urgency with flash sales or countdowns could push customers to act sooner.
• Incorporate Reviews: Including customer testimonials or product reviews would help build trust, especially for those who are new to the brand.

eCommerce Tip: Tiered discounts are great for boosting order value, but make sure to add some urgency with flash sales or countdowns to keep the momentum going throughout a longer promotion.

15. Flower Addict’s Simple Black Friday Email

Subject: Biggest Black Friday Sale!

Flower Addict’s email takes a minimalist approach, highlighting their Black Friday sale on bouquets and flower subscriptions. The design is clean and elegant, putting the focus on the beauty of the flowers, which appeals to customers who value simplicity and quality.

What Works Well:

• Elegant, Minimal Design: The clean layout lets the flowers be the star of the show, which is perfect for a luxury brand like Flower Addict.
• Clear and Direct: The email is straightforward, focusing entirely on the Black Friday sale, which appeals to customers who prefer a refined, uncluttered experience.
• Quality Focus: By emphasizing the exclusivity and quality of their products, the email effectively speaks to customers who prioritize top-notch floral arrangements.

What Could Be Improved:

• More Offer Details: Including specific details about the discounts would help customers better understand the value they’re getting.
• Stronger CTA: The “Shop Now” button could be more compelling, perhaps by highlighting the limited-time nature of the sale or adding an incentive for early shoppers.

eCommerce Tip: A minimalist design works wonders if your products have strong visual appeal. Just make sure your CTAs are clear and your offer details are easy to find.

16. Barnie’s Coffee & Tea Extended Black Friday Email

Subject: 🙌Black Friday Extended! 25% Off Sitewide!

Barnie’s Coffee & Tea’s email announces an extension of their Black Friday sale, offering 25% off sitewide with free shipping on orders over $60. The design is simple and effective, with a clear focus on the promotion code and easy-to-read calls to action. They also highlight different coffee categories, making it easy for customers to shop their favorites.

What Works Well:

• Clear, Strong Offer: The 25% off sitewide deal is front and center, with the promo code easy to spot. The free shipping offer is also clearly stated, which makes the deal even sweeter.
• Extended Sale Strategy: Highlighting the sale extension creates a sense of urgency, especially for those who might’ve missed the first round. It’s a smart way to capture extra sales.
• Clean Design: The email’s simple design keeps the focus on the main offer. The dark background with contrasting text is easy on the eyes, and the icons for different coffee types add a nice touch without cluttering the layout.

What Could Be Improved:

• More Product Images: Adding high-quality images of the coffee products could make the email more visually engaging and entice customers to shop.
• Product Details: Including a bit more info about what makes each coffee type special could help persuade customers to explore more and potentially buy something new.

eCommerce Tip: If you’re extending a sale, be sure to highlight the extension and any added benefits clearly to re-engage customers who might have missed out the first time.

17. Alex & Ani’s Pre-Black Friday Sale Email

Subject: Pre-Black Friday Sale 🌟 35% Off Sitewide

Alex & Ani’s email announces a pre-Black Friday sale with 35% off everything. The design is festive and elegant, perfectly matching the holiday season. They’ve also thrown in a free gift with a $70 purchase, giving early shoppers even more reason to buy now.

What Works Well:

• Festive, Luxe Design: The gold accents and festive colors really capture the holiday spirit and add a touch of luxury, making the email visually appealing.
• Product Highlights: Featuring different product categories like “Classic Holiday Styles” and “Meaningful Symbols” helps guide customers to what they might be looking for.
• Free Gift Perk: Offering a free gift with a $70 purchase is a smart move, especially during the gift-giving season—it adds extra value and encourages spending.

What Could Be Improved:

• Add More Urgency: The email could use a bit more urgency. Phrases like “Limited Time Only” or “While Supplies Last” would push customers to act faster.
• More on Rewards: The mention of the rewards program is brief—it could be expanded or highlighted more to encourage sign-ups.

eCommerce Tip: Festive, elegant designs work wonders during the holiday season, so lean into that celebratory vibe to make your promotions feel special.

18. Ben Bridge’s Brand-Specific Black Friday Email

Subject: Pandora Jewelry BLACK FRIDAY SALE

Ben Bridge’s email is all about a Black Friday sale for Pandora jewelry, with up to 40% off. The design is super clean, keeping the focus on Pandora and a few key pieces, making it easy for customers to understand the offer and shop.

What Works Well:

• Pandora Focus: The email’s spotlight on Pandora is perfect for targeting fans of the brand. It’s clear and to the point.
• Clear Offer: The 40% off is front and center, making it easy to see the value and jump into the sale.
• Holiday Ready: Focusing on jewelry during the holiday season is spot on, tapping into the gift-giving vibe.

What Could Be Improved:

• Add Urgency: The email could use a little more urgency—something like “Limited Time Only” would push quicker decisions.
• Extra Perks: A small bonus, like free shipping or a gift with purchase, could make the offer even more tempting.

eCommerce Tip: Targeting specific brands in your Black Friday emails can really resonate with niche customer segments and boost engagement.

19. Sunday Citizen’s Cozy Black Friday Email

Subject: GET READY! 👀🛍️💥

Sunday Citizen’s email is all about prepping customers for their Black Friday sale, starting tomorrow. The design is soft and calming, totally on-brand for their cozy, comfort-focused products. Plus, they’ve included a feel-good element where customers can donate 1% of their purchase to a non-profit at checkout.

What Works Well:

• Perfectly On-Brand Design: The soft colors and minimalistic layout really capture that cozy, calming vibe that Sunday Citizen is all about. It’s inviting and feels like a warm hug.
• Early Heads-Up: Letting customers know the sale starts tomorrow builds excitement and gives their most loyal shoppers a chance to plan ahead.
• Feel-Good Factor: Adding the option to donate to a non-profit is a sweet touch, making customers feel good about their purchase while they’re treating themselves.

What Could Be Improved:

• Amp Up the Urgency: The email could use a bit more urgency. A countdown timer or a “limited time only” message could push people to act faster.
• Show Off Some Faves: Highlighting a few key products would help spark more interest and give customers a sneak peek of what’s on sale.

eCommerce Tip: Build excitement with early sale announcements, but don’t forget to add some urgency to get customers ready to shop when the sale goes live.

Get Started on Your Black Friday Email Campaigns

As Black Friday approaches, having a well-thought-out Black Friday email strategy can make all the difference in capturing your customers’ attention and driving those all-important sales.

By taking inspiration from some of the best Black Friday email examples and implementing smart Black Friday email marketing ideas, you’re setting your brand up for success.

Remember, the key is to stay true to your brand while also making sure your Black Friday emails are clear, engaging, and relevant.

Whether it’s through a compelling Black Friday teaser email or a beautifully designed Black Friday sale email, focus on what will resonate most with your audience.

As you put the finishing touches on your Black Friday email campaigns, keep your goals in mind and don’t be afraid to experiment with different approaches.

With the right mix of creativity and strategy, your email marketing can truly shine this BFCM.

Now, it’s time to hit send and watch those sales roll in. Happy Black Friday!