Email Your Way to Black Friday Sales: 22 Brilliant Campaign Examples [+ Templates]

Email marketing is the unsung hero of Black Friday. During the year’s biggest shopping event, a well-timed email can directly translate into sales. Consider that 61% of consumers prefer hearing about Black Friday deals via email, and Black Friday email marketing generates 22% of total Cyber Week revenue. Every inbox becomes a battleground during this time, and a clever email can outshine other channels in driving purchases.

In this post, we’ll explore why Black Friday email marketing is so critical, what the anatomy of a high-converting Black Friday email looks like, and showcase 22 of the best Black Friday email examples to inspire your strategy. You will also find engaging Black Friday email templates with tips to reuse them for your campaigns. 

Why Black Friday Email Marketing Matters for Your Brand

Black Friday and Cyber Week are make-or-break for many brands, with Americans spending a record-breaking $9.8 billion online for Black Friday in 2023. Here’s why Black Friday email marketing is a powerhouse channel for several reasons:

• They Drive Conversions: Shoppers are primed to buy. Black Friday email marketing campaigns often see higher conversion rates than usual. Email campaigns can directly boost revenue when executed effectively.
  
• Consumers Want Deals in Email: Email lets you reach a broad audience instantly, and customers welcome it. Approximately 61% of consumers report that email is their preferred channel for receiving Black Friday promotions. It’s cost-effective compared to ads, and still highly effective because it reliably drives traffic.
  
• Opportunity to Stand Out (Despite Inbox Overload): With every brand sending blasts, there is inbox fatigue. But this is precisely why a standout email can shine. A creative subject line, a personalized offer, or a unique design can cut through the noise and capture a customer’s attention when others are being ignored. The inbox may be crowded, but a clever Black Friday email marketing strategy ensures your email makes the cut.

Black Friday email marketing matters because it’s direct, cost-efficient, and what customers actively check for deals, but success depends on rising above the noise. Next, let’s break down the key ingredients of a winning Black Friday email.

Anatomy of a High-Converting Black Friday Email Marketing Strategy

A successful Black Friday email marketing strategy includes the following:

1. Compelling Subject Line: Your subject line determines your open rate. Use urgency, exclusivity, or curiosity. Try time cues (“Ends Tonight: 50% Off”) or intrigue (“Open for a Surprise”). Test multiple versions and consider using emojis if they align with the brand. The goal is to stand out in a crowded inbox.

2. Clear Discount & Value: Don’t bury the offer, lead with it. State the deal in your headline or hero image (“50% Off Everything” or “$25 Off $100”). Specific monetary savings tend to perform best. Make your value obvious and irresistible.

3. Eye-Catching Design: Design should highlight your offer, not distract from it. Use clean layouts, bold visuals, and product images. Some brands opt for a minimalist approach (e.g., a black background and bold text), while others incorporate GIFs and festive elements. Whatever the style, ensure it’s on-brand and easy to scan.

4. Strong CTA: Guide readers with a clear, bold call-to-action like “Shop Now” or “Grab My Deal.” Place it at the top of the email and repeat if necessary. Use contrast colors and large buttons, especially for mobile users.

5. Urgency and FOMO: Create urgency with copy and visuals, such as countdown timers or deal progress bars. Black Friday is a time-sensitive event, and FOMO drives clicks.

6. Mobile Optimization: Over half of Black Friday emails are opened on phones. Utilize a responsive, single-column layout, large fonts, and tap-friendly buttons to create a mobile-friendly email marketing experience. Test across devices and in dark mode to catch display issues.

22 Top Black Friday Email Marketing Examples and Why They Work

Now that the essentials are clear, let’s dive into 22 real Black Friday emails that got it right, and what you can learn from them.

Minimalist Design, Maximum Impact

When brands lead with simplicity, clarity, and elegance, their message shines. These examples prove that less can sell more, especially when paired with a strong brand identity.

1. Carhartt

Why it works: Carhartt, known for its rugged heritage and blue-collar aesthetic, delivers a Black Friday email that reflects its no-frills identity. It uses a grayscale color scheme, distressed typography, and minimal content blocks to reinforce authenticity and toughness. This pared-down design exudes confidence, not cheapness, and underscores the brand’s integrity even during promotional periods.

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Takeaway: Let your visual identity guide your sales messaging. Rugged brands don’t need flashy visuals—just strong character and typography.

2. Google Store

Why it works: Google leverages its product ecosystem to deliver a clean, well-structured email that showcases devices like the Pixel, Nest, and Fitbit with equal weight. Each product has its own dark modular block with consistent CTAs, allowing shoppers to navigate easily without overwhelming them. The design mirrors Google’s UI philosophy—functional, neutral, and user-first.

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Takeaway: If you’re selling multiple products, use clean segmentation and layout uniformity to help users scan and shop faster.

3. PDL Cosmetics

Why it works: This beauty brand channels editorial minimalism with elegant serif fonts, muted colors, and generous whitespace. The message is positioned as a “VIP Early Preview,” which, combined with luxurious styling, evokes exclusivity without visual clutter. It mirrors what you’d find in a high-end magazine ad, making the reader feel special.

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Takeaway: Luxury and simplicity go hand in hand. Don’t overcrowd an email when your audience values refinement.

4. Washington Post

Why it works: A publisher with strong brand recognition, like The Washington Post, needs minimal effort to convert. Here, they lean into that authority with a giant “99¢” offer and almost no fluff. It’s stark, bold, and undeniably effective because it relies on the power of the deal, not visuals.

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Takeaway: Let the offer speak for itself when you have price-driven value and brand trust.

Bold Visuals & GIFs

These brands go all-in on visual impact to capture attention. Bright color schemes, energetic photography, and rich design language keep users scrolling and clicking.

5. Freaks of Nature (Product-Focused Campaign)

Why it works: Freaks of Nature embraces a bold, expressive identity with vibrant packaging, punchy color gradients, and energetic motion. Bundles like “Freak Trio” and “Daily Defender” are framed like collector items, complete with savings and urgency. Their email pulses with youth and energy, pulling the user deeper into product discovery. It makes the shopping experience feel like flipping through a zine.

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Takeaway: Showcase energy and product variety with bright visuals, clever naming, and an editorial layout.

6. PlayStation

Why it works: PlayStation builds an entire environment within the inbox using dark mode gradients, iconic glyphs, and immersive artwork. By categorizing products by type (games, consoles, accessories), it guides the user through a rich and engaging experience. The layout mimics a menu screen, reinforcing the product’s environment and feeling tailored for its core audience.

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Takeaway: Use your brand’s entertainment value to make your email a world to explore, not just a list to scroll.

7. Bubble

Why it works: Bubble’s visual style is youthful and fun. Their use of expressive models, pastel backgrounds, and soft shadows gives the email a light-hearted vibe. It’s full of personality, reinforcing the brand’s message of inclusivity and self-expression. The aesthetic feels like scrolling a playful Instagram feed.

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Takeaway: Lean into lifestyle when your audience wants relatability. Let people and color drive emotion.

8. Wildwonder

Why it works: Wildwonder uses high-energy design, repeating “25% OFF” in a sticker-like style across the email. The bold colors, hand-drawn doodles, and playful copy (“BLACK FRI-YAY”) make it feel vibrant and fun. The visual rhythm captures attention, while the casual tone makes the promo feel like a celebration, not a sell.

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Takeaway: Use repetition and playful design to drive recall. Branded whimsy and consistent visual motifs can turn a basic offer into an inbox standout.

9. True Grit Supply

Why it works: True Grit Supply delivers an aesthetic throwback using gritty textures and screen-printed design elements. Their punk-inspired tone is supported by illustrated tiered offers and a layout that feels tactile and non-digital. It channels underground zine culture to establish creative credibility with its niche audience.

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Takeaway: When your brand lives outside the mainstream, design your emails to feel handcrafted and culturally distinct.

Scarcity & Countdown Tactics

These brands use time pressure, limited inventory, and urgency to push users to act now. The emotional trigger is clear: if you wait, you miss out.

10. Freaks of Nature (Limited Item Drop)

Why it works: This email promotes a limited-edition shirt drop that effectively blends lifestyle photography with urgent copy, such as “Going, going… almost gone.” The strategic use of “Only 3 left” creates real-time social proof and nudges immediate purchase behavior. It seamlessly transitions into skincare bundles, capturing more revenue in a single scroll.

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Takeaway: Scarcity is most effective when it feels real and visual. Use product-specific urgency to spark action and offer add-ons to increase average order value (AOV).

11. AppSumo

Why it works: AppSumo’s creator-focused Black Friday email features a $10K prize pool and real-time countdown, encouraging participation and urgency. Its visual design is clean and segmented, leading users step-by-step from attention to action.

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Takeaway: Marry countdowns with aspiration. When users are motivated by more than just deals, such as exposure or rewards, they act more quickly.

12. 4Knines

Why it works: Using nostalgic 8-bit graphics and a live countdown, this email makes urgency feel like a game. The light-hearted visuals ease the pressure while reinforcing the deadline effectively.

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Takeaway: Scarcity doesn’t always need to shout. Gamifying urgency can add fun and familiarity to your campaigns.

13. HUX Health

Why it works: HUX flips the scarcity script. Instead of a live countdown, it shows a timer that’s already expired (“00:00:00”), signaling that the user is late and should act fast to not miss out again. The rest of the email transitions into benefit-driven, high-performance copy that positions the products as essential recovery tools.

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Takeaway: Reverse scarcity, showing that time is already up, can spark immediate urgency. This technique is potent when combined with FOMO and wellness/productivity messaging.

Early Access & VIP Exclusivity

These emails frame Black Friday as a special event for insiders. Instead of broad blasts, they offer a sense of privilege and a feeling of belonging.

14. Apple

Why it works: Apple doesn’t rely on discounts. Instead, it emphasizes early access in a quiet, premium way. The black background, simple copy, and luxury design language maintain brand stature while subtly encouraging shoppers to make an early purchase.

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Takeaway: Let exclusivity replace urgency. When your brand is aspirational, early access can feel like a privilege rather than a tactic.

15. Vacation Inc.

Why it works: With vintage visuals and curated product highlights, Vacation turns its Black Friday message into a lifestyle catalog. Phrases like “final stretch” and “best sellers” create both urgency and selectivity.

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Takeaway: Make early access feel editorial. Curation, tone, and styling can make a sale feel elevated, not crowded.

16. Blueland

Why it works: $1 Blueland’s “Green is the New Black” flips the Black Friday narrative and offers early access to eco-conscious shoppers. The visual tone is soft but direct, and the message leans on purpose over pressure. Additionally, Blueland offers tiered discounts (e.g., 30% off for new subscribers) to encourage larger commitments, aligning with the brand’s sustainability mission. 

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Takeaway: Align early access with values and layer it with structured savings. When you lead with mission, purpose, and conversions go hand in hand.

Align early access with values. If your brand is mission-driven, lead with principle, not panic.

Humor, Quirky Copy & Anti-Black Friday

These emails break the mold with playful or rebellious approaches. Instead of chasing urgency, they lean into authenticity, irony, or gratitude.

17. Sometimes Always

Why it works: Instead of a sale, this email is a thank-you note. It’s humorous, self-aware (“You almost bought all the wine—wild, huh?”), and built for brand affinity, not conversion.

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Takeaway: Post-sale content that delivers warmth and humor builds stronger loyalty than another CTA.

18. Everpress

Why it works: Everpress boldly refuses to run a traditional Black Friday sale. Instead, it empowers creators by giving them 25% more of the proceeds, positioning itself as a platform rooted in ethics and artistic support. While leaning into its anti-sale stance, it still structures artist collections in a way that feels curated and intentional, supported by flexible pricing tiers. The result? A mission-forward experience that feels both values-aligned and shoppable.

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Takeaway: You don’t have to play the same game. If discounting clashes with your brand, redefine value on your terms—and reinforce it with structure, curation, and purpose.

19. Topo Designs 

Why it works: Topo Designs turns Black Friday into a comedic political satire with visuals styled like courtroom proceedings and lines like “Deals For the People, By the People.” It’s funny, culturally aware, and still manages to land strong CTAs. The humor keeps readers engaged while the deals stay prominent and easy to act on.

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Takeaway: Satirical storytelling grabs attention. If your audience enjoys wit, wrap your promo in a theme that’s both clever and clickable.

20. Not Boring Software

Why it works: Not Boring Software leans fully into its name with a “!BORING FRIDAY SALE” that’s anything but. It uses chaotic design, ironic self-deprecating humor, and high-energy CTAs to connect with users who appreciate brands that don’t take themselves too seriously. The campaign breaks away from sleek norms with intention, not sloppiness.

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Takeaway: Embrace your weird. Humor, irony, and personality-driven design can create lasting brand impressions—even during high-volume sales periods.

Tiered Discounts & Bundle Promotions

These brands structure their offers to guide user choice. Whether upselling with bundles or motivating bigger carts, these emails maximize AOV.

21. Backcountry

Why it works: Backcountry uses a “10 Days of Deals” countdown-style promotion to bring users back repeatedly throughout the sale period. Each day features new product categories or discounts, encouraging return visits. They also incorporate loyalty incentives like “$10 off every $100” and “Birthday Rewards” to build long-term value alongside the short-term offer.

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Takeaway: Combine tiered savings with a time-based content series to increase repeat engagement. Offer loyalty benefits to provide an extra incentive for retention and increased cart size.

22. Specialized

Why it works: This premium bike brand doesn’t hold back. Giant red “Save $1,000” tags dominate the visuals. Each product has its own CTA and discount badge, making comparison easy and satisfying.

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Takeaway: Emphasize savings clarity. When the product is expensive, visualized value matters.

Looking for more seasonal email campaign ideas? Get inspired by proven 4th of July email marketing, Halloween email marketing, December email newsletter, and Christmas email marketing campaign examples from top brands to design your own.

Free Black Friday Email Templates You Can Steal

Not sure how to create your Black Friday emails? Here are four quick templates you can borrow and adjust:

1. Flash Sale Black Friday Email Marketing Template

Subject: 🔥 5 Hours Only – Black Friday Flash Sale!
Preview Text: Don’t blink! These deals disappear in just a few hours.

Header: The Clock’s Ticking! ⏳
Body:
You’ve got just 5 hours to grab our biggest Black Friday deals of the season. Prices this low don’t stick around.
🎁 Up to 50% off sitewide
🚚 Free shipping on all orders
🕔 Ends at [insert time]

CTA:
[Shop Flash Deal Now]

Optional Visuals:

• Countdown timer GIF or graphic
• Product grid with “limited time” tags

2. VIP Early Access Black Friday Email Marketing Template

Subject: 🤫 Exclusive Early Access – Shop Black Friday Now
Preview Text: You’re on the VIP list. Shop the deals before everyone else.

Header: Your VIP Pass Has Arrived 🎟️
Body:
As one of our most valued customers, we’re giving you exclusive early access to our Black Friday sale – before it goes live to the public.
Use code VIPFRIDAY at checkout to unlock your early-bird discount.
But hurry – this private access ends tomorrow at midnight.

CTA:
[Start Shopping Early]

Optional Visuals:

• VIP badge icon
• A “locked” preview of top deals

3. Abandoned Cart Black Friday Email Marketing Template

Subject: Your Black Friday Cart is Waiting – Don’t Miss Out!
Preview Text: Your picks are still here — and on sale.

Header: Still Thinking It Over?
Body:
We noticed you left these goodies behind… and now they’re even more irresistible.
🎉 Your Black Friday discount has been applied.
🚨 Inventory is flying off the shelves – checkout before it’s too late.

CTA:
[Resume Checkout]

Optional Visuals:

• Product thumbnails from cart
• “Almost gone!” or “Selling fast” badge overlay

4. Last-Chance Reminder Black Friday Email Marketing Template

Subject: ⏰ Last Chance! Black Friday Sale Ends Tonight
Preview Text: Final hours to save big. Don’t miss out.

Header: Final Hours to Save – It’s Now or Never!
Body:
This is your last shot to score major Black Friday savings!
Deals end tonight at midnight, and once they’re gone — they’re gone.
🔥 Up to 60% off
🛍️ Bestsellers almost sold out
⏱️ Only a few hours left!

CTA:
[Shop Now Before It’s Over]

Optional Visuals:

• Ticking clock or “FINAL HOURS” banner
• Highlight the most popular discounted products

Pro Tips for Winning Black Friday Email Marketing

Keep these best practices in mind to maximize your results:

• Test Early: Don’t send anything on Black Friday that you haven’t tested. Experiment with subject lines and content on small segments in advance. On the day, use A/B testing tools if available to automatically send the best-performing version.
  
• Segment Your List: Target different groups with tailored messages. For example, send VIPs a loyalty offer, re-engage lapsed customers with a “we want you back” deal, and treat new subscribers differently from long-time buyers. Personalization pays off – Black Friday emails with some personal touch, like product recommendations, see higher engagement. Also, suppress people who have already purchased from subsequent blasts. You can send them a “Thank you” or an upsell, but don’t keep spamming sale emails once they’ve bought.
  
• Mobile First: Ensure your emails look great on mobile devices. Use larger text, single-column layouts, and easy-to-tap buttons. Also, test dark mode compatibility (so your logo/images don’t disappear on users with dark mode settings).
  
• Use Automation: Let automated flows handle follow-ups. Set up abandoned cart emails (“Your Black Friday deal is waiting!”) and browse abandonment nudges. Automated emails can recapture sales you might have otherwise lost, and they run without manual effort.
  
• Monitor and Adapt: Watch your campaign performance throughout the day. If a certain email has a low open rate, tweak the subject and resend to those who didn’t open. If a product sells out, pivot your messaging for later sends. Being agile can significantly boost your final sales tally.

How to Use CleverTap for Black Friday Email Marketing

Finally, a quick look at how a tool like CleverTap can elevate your Black Friday email marketing strategy:

Smart Segmentation: CleverTap lets you create segments based on real-time user behavior and past actions. For example, you can target “cart abandoners in last 24 hours” with a specific email, or give “high spenders” an exclusive deal. This precision ensures the right people get the right message, thus improving conversion rates of your Black Friday email marketing campaigns.

Automated Journeys: Use CleverTap to set up email automation workflows so you don’t miss opportunities during the busy season. Think welcome emails for new subscribers, instant cart abandonment emails, post-purchase thank-yous, etc. Once you configure these workflows, CleverTap will handle sending them exactly when triggered, meaning you make money even while focusing elsewhere.

Personalization & A/B Testing: CleverTap’s platform can personalize content (like inserting a user’s name or recommending products they browsed) easily, which makes emails more engaging. It also enables easy A/B testing. You could test two subject lines on a small sample and have CleverTap automatically send the winner to everyone else. Data-driven email marketing like this can significantly boost your open and click rates.

Analytics & Multi-Channel: The dashboard will show you how your Black Friday email marketing campaigns perform in real time, so you can quickly identify what’s working. Plus, CleverTap isn’t just email – you can coordinate emails with push notifications, in-app messages, and SMS. For instance, if someone ignores the email, a follow-up push notification or text might do the trick. All channels work in harmony on one platform.

CleverTap helps you work smarter by automating key messages, personalizing at scale, and giving you the analytics to refine your approach. It’s like having an extra pair of (very diligent) hands during the Black Friday frenzy.

Get ready for the holiday season with CleverTap. Explore curated 4th of July marketing ideas, Christmas marketing ideas, Christmas advertisement examples, Halloween marketing ideas, and New Year marketing campaigns to leverage the holiday shopping hype and drive sales.