Black Friday is the most competitive day in any subscriber's inbox. If you're running email campaigns to drive sales, the difference between a strong result and a missed opportunity often comes down to preparation. Here's what to do, and what to avoid.
What to do
Think ahead, timing is everything
Start your Black Friday campaign at least a week before the day itself. You don't want to flood inboxes, but you do want your brand to be front of mind when subscribers are ready to spend. A sequence of up to three emails works well: one to build anticipation, one to announce your deals, and one on the day.
Make your content stand out
Every brand your subscribers follow will be sending a Black Friday email. The ones that cut through are the ones that stay true to their brand rather than chasing a generic "Black Friday look." Keep your campaign simple, stay on brand, and make your calls to action clear and specific. As we covered in our previous article on Black Friday and Cyber Monday email strategy, a strong call to action is one of the biggest levers you have. The goal is to stand out without looking like you're trying to.
Segment your database
Sending the same email to your entire list is a missed opportunity. Split your subscribers into meaningful groups, active subscribers, lapsed subscribers, and VIPs, for example, and tailor each send accordingly. Your VIP segment could receive an exclusive deal or early access as a reward for their loyalty. Relevant emails get better open rates, better clicks, and fewer unsubscribes.
What not to do
Send a last-minute campaign
A Black Friday email sent on the morning of Black Friday, with no prior build-up, is unlikely to perform. Your subscribers haven't been primed for your offer, and you're competing with every other brand that planned ahead. Think of it like showing up to a wedding without RSVPing, the seat probably isn't there. Build up to your deals early so your brand is already top of mind when subscribers are ready to buy.
Skip mobile optimisation
The majority of subscribers open emails on their phones. If your campaign looks great on desktop but breaks on mobile, you will lose opens, clicks, and sales. Before you schedule, test your campaign across devices. A visually strong email that renders badly on a small screen does more harm than good.
Ignore the value you can offer beyond discounts
Black Friday doesn't have to mean blanket discounts. Free delivery, a mystery gift with purchase, or early access to a new product range can all drive engagement without cutting into your margins. Subscribers respond to genuine value. You don't need to mark everything 50% off to make your campaign worth opening.
If you need help setting up your Black Friday campaign or have any email marketing questions, get in touch, we're happy to help.
Frequently asked questions
- How far in advance should I send Black Friday email campaigns?
- Start at least a week before Black Friday. A sequence of two to three emails works well: one to build anticipation, one to announce your deals, and one on the day itself.
- Should I discount all my products for Black Friday?
- No. Discounts are one option, but free delivery, early access, or a gift with purchase can drive just as much engagement without cutting your margins. Focus on offering real value to your subscribers.
- Why does list segmentation matter for Black Friday emails?
- Different subscribers respond to different messages. Splitting your list into groups, active, lapsed, and VIP, for example, lets you tailor each email to what that segment is most likely to act on. VIP subscribers, for instance, often respond well to exclusive deals or early access.
- How important is mobile optimisation for Black Friday emails?
- Very. Most subscribers open email on their phones. If your campaign doesn't render correctly on mobile, you risk losing clicks and sales regardless of how strong the offer is. Always test across devices before sending.