October 7, 2021

8 of the Best Black Friday Emails to Inspire Your Holiday Campaigns

Reading time about 9 min

Thanksgiving is just around the corner, which can only mean one thing — and no, I’m not talking about turkey! Thanksgiving means Black Friday is also on the way. So, it’s time to get inspired for your campaigns with this collection of awesome Black Friday email examples.

With more and more people buying online since the pandemic, competition in the ecommerce space is likely to be fiercer than ever. Which means your Black Friday emails will need to stand out to attract holiday shoppers. 

To make sure your campaigns hit the spot this year, we’ve put together this list of some of the best Black Friday emails to inspire your own.

8 Black Friday Email Examples to Jumpstart Your Holiday Marketing

From compelling copy to an eye-catching design, there’s a lot to consider when it comes to creating Black Friday emails that convert. So, to get you started here are 8 awesome examples with best practices you can apply to your own campaigns. 

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Keeping it simple

Minimalist Black Friday email example by Herschel


This minimalist Black Friday email by Herschel gets straight to the point with the most important information about their sale.

The bold font coupled with the black-and-white design is effective in bringing the reader’s attention to the call-to-action. Similarly, the newsletter layout uses negative space to further emphasize the deals on offer. 

Meanwhile, phrases like “our only sale of the year” and “while quantities last” create FOMO that compels the reader to act.

Key takeaways:

  • Less is more — a simple design will help emphasize important information
  • Choose a text structure and spacing that enhances the email’s readability
  • Where possible push urgency, for example if stocks are limited or if a certain offer is a one-off deal

Not sure where to start with your Black Friday email design? Sendinblue has you covered with our free holiday email templates.

Using the power of gifs

Forever 21 Black Friday sale email using a gif


With this scratch card design, Forever 21 reveals discounts subscribers could earn by shopping with them. The email gif both builds anticipation and adds an element of fun that encourages them to click through.

Another interesting aspect of this campaign is the customer service phone number in the email footer. They’re not afraid of answering questions from their subscribers, and having a phone line adds an excellent layer of humanity that is sure to keep customers happy.

Key takeaways:

  • Use gifs or other fun content in your Black Friday email marketing in order to boost engagement
  • Be transparent and don’t be afraid to put yourself out there for your customers

Providing value

Huckberry Black Friday giveaway campaign email

The key to this Black Friday email campaign by Huckberry is that it reflects the brand’s identity and speaks to its customers.

The sequence of emails centers around 30 days of giveaways, including prizes like a Casper mattress. The prizes on offer appeal to the target audience thus enticing them to buy. The daily giveaways are also an incentive for subscribers to check their inbox for upcoming announcements.

On top of this, the email copy is consistent with the brand’s tone of voice and engages the reader by being conversational and personal. The line of poetry to introduce the prize is another nice touch that adds to the creativity of this email’s content. 

Key takeaways:

  • Don’t be afraid to show some personality in your Black Friday email campaign, while ensuring the content fits your target audience and brand tone of voice
  • Provide value to your subscribers — that way you’ll not only grab shoppers’ attention but maintain their engagement throughout your Black Friday campaign

Building excitement

Tinker Watches teaser email for Black Friday product release


This campaign capitalizes on the buzz around Black Friday to launch a new product. And this teaser email is the perfect way to start building anticipation in the run up to the main event.

The copy and visuals together instill curiosity in the audience, as well as creating an air of exclusivity around the product release. The email campaign achieves all this while keeping the amount of text to a minimum so that readers don’t lose interest.

Key takeaways:

  • Consider using teaser emails in the run-up to Black Friday to get subscribers’ attention
  • Use exclusivity and curiosity to drive engagement 
  • Avoid unnecessary text by focusing on the key message of your campaign

Taking an alternative approach

#optoutside Black Friday newsletter by Rei

Storytelling has always been one of REI’s marketing strengths and this Black Friday newsletter is a great example of that in action.

Rather than promoting any of their products directly, REI has opted (no pun intended) to encourage us to get out and enjoy nature with their annual #optoutside campaign. This aligns perfectly with their mission to “awaken a lifelong love of the outdoors”.

The campaign engages the audience on a more personal level by asking them to share pictures of their adventures. The storytelling centers around the customers rather than the brand itself, with phrases like “moments powered by you”. 

Key takeaways:

  • Reinforce your company values through your Black Friday email campaign
  • Provide social proof to encourage greater engagement
  • Tell a story using copy that speaks to the reader

Choosing the right day to send

Great Simple Studio early Black Friday sale promotion


Competition in the inbox on Black Friday is tough to say the least. Instead of fighting for subscribers’ attention, this campaign uses a sequence of emails in the build up to Black Friday, launching their sale on Tuesday. This approach is all the more relevant given the current context and the shift away from the one-day in-store sales Black Friday is famous for. 

Besides, this campaign still achieves the same sense of urgency with its time-limited offers. And the simple color scheme further pushes shoppers to buy as it highlights products’ discounted prices.

Key takeaways:

  • Plan a smart schedule for your Black Friday emails that will help you cut through the noise
  • Emphasize time-limited offers to add urgency 

Showcasing your Products

Black Friday email example by Aesop with product information


This Black Friday email by Aesop lets the products take center stage, rather than focusing on big discounts. It uses quality images with descriptions that are short and sweet, as well as multiple calls-to-action (CTAs) to explore the products.

The offer of free shipping is also attractive, with the National Retail Federation finding this was the most important factor convincing undecided Thanksgiving shoppers in 2019. 

The email design reflects its theme, with the illustration and calming colors. Among the mass of Black Friday sale emails, it’s a welcome breath of fresh air for subscribers. 

Key takeaways:

  • Offer free shipping promotions to encourage purchases
  • Use your email design and content to make your products shine
  • Ensure your email has a clear CTA throughout

Giving back

Black Friday campaign by Italic promoting their environmental actions and free shipping


As well as free shipping, this Black Friday email campaign by the luxury ecommerce company Italic offers shoppers something a bit different — the chance to reduce the environmental impact of their purchase. 

The concept is in line with the brand’s sustainable values and resonates with its audience. Plus, by avoiding promoting huge discounts Italic separate themselves from Black Friday’s usual commercial focus. 

Key takeaways:

  • Explore alternative options for what you can offer your audience on Black Friday
  • Make sure your campaign’s concept reflects your brand and its audience 

Get started on your own Black Friday emails

Now you’ve seen exactly how it’s done, you’re ready to create Black Friday email campaigns that your subscribers will love!

But don’t forget, in order to maximize sales your emails should fit into a wider strategy — for more tips on planning your campaign, check out these Black Friday marketing ideas

And if you’ve seen a Black Friday email campaign you think should be on the list, let us know in the comments below or tweet us @Sendinblue

Further reading: 11 Small Business Saturday Ideas to Boost Your Business

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