8+ Black Friday Email Examples to Inspire Your Highest-Converting Campaign Yet

Black Friday isn’t just a shopping day. It’s the battlefield of e-commerce. Every brand is fighting for inbox attention, but only a few truly break through the chaos and make customers click “Buy Now.”

If you’re brainstorming your next Black Friday campaign, you already know one thing — email is your biggest weapon.

But crafting a campaign that stands out from hundreds of flashy discounts and urgent countdowns? That’s where the real challenge begins.

The good news? You don’t have to start from scratch.

Let’s begin.

The Non-Negotiables for BFCM Success

When it comes to Black Friday–Cyber Monday, there’s no room for guesswork. Every email, every offer, and every click needs intention behind it. Here are a few non-negotiables that separate the amateurs from the pros:

• Perfect timing: Plan your send schedule carefully. Too early, and your message gets buried; too late, and your audience’s wallets are already empty.
• A clear, compelling offer: One irresistible deal always outperforms a cluttered mix of discounts. Keep your messaging focused.
• Mobile-first design: The majority of your audience will browse and buy from their phones. Make every element responsive and easy to tap.
• A strong call-to-action: Guide your reader. Use confident, action-driven language that tells them exactly what to do next.
• Urgency backed by trust: Combine countdowns or limited stock messaging with transparent terms and authentic social proof.
• Consistent branding: Don’t abandon your brand voice for flashy discounts. Keep your tone, colors, and visuals consistent to build trust.
• Post-purchase follow-up: BFCM doesn’t end at checkout. A thoughtful thank-you email or exclusive loyalty offer turns one-time buyers into long-term customers.

Get these right, and you won’t just capture attention. You’ll convert it into measurable results.

7+ Best Black Friday Email Examples

Due to the fierce e-commerce competition during Black Friday, your regular marketing emails won’t cut it. In order to clinch more email opens and product sales, you need to produce an email that stands out, engages people with your brand, and drives them to click your CTA.

However, ensuring both creativity and effectiveness isn’t an easy chore. Therefore, we’re here with the anatomy of the best Black Friday emails. Let’s see why they worked and what could have been better so you can compose Black Friday emails that work!

1. Early Black Friday Email: Tease

Since Black Friday promises a blowout sale, people tend to hold onto their money —especially before the sale begins.

However, you can squeeze some cash off these customers if you’re intelligent enough. Why? Because your audience won’t be as busy as they would be during the hot Black Friday weekend!

A tea-infused wellness brand, Tease, understood this opportunity well and sent an early discount email before the occasional sales began.

Subject Line: Black Friday Came EARLY ⏰

Why This Email Works?

• Uses a clear and exciting subject line “Black Friday Came Early!” to instantly grab attention
• Keeps the message short and value-focused, making it easy to skim
• Features a visually appealing, on-brand design that enhances the message
• Creates urgency with a limited-time message and countdown timer
• Leverages FOMO effectively by emphasizing it’s their only sale of the year
• Maintains a smart, confident tone that builds excitement without pressure
• Aligns visuals, copy, and tone perfectly for a cohesive brand feel
• Ends with a strong call-to-action that drives instant engagement

What This Email Could Have Done Better

Tease focused on creating urgency with their email. However, they were aggressive with the countdown timer, making the overall email look pushy and salesy.

The email is also graphics-heavy. 1 out of 3 people has their images turned off, meaning 66% of the recipients may not like this email.

2. Black Friday Teaser Email: Tinker Watches

Although most e-commerce brands launch sales campaigns on Black Friday weekend, some also launch new products.

What’s the best way to create excitement around both? 

Yes, you guessed it right —A teaser email!

A teaser email builds anticipation around sales campaigns like a movie trailer builds hype around a blockbuster movie!

Tinker Watches sells high-quality, minimal watches. When they decided to launch a new watch on Black Friday, they started off well with this teaser email below:

Subject Line: Something New is Coming on Black Friday ⌚

Why This Email Works?

• Features a clever, curiosity-driven subject line that instantly hooks the reader
• Uses a black watch emoji to perfectly align with the Black Friday theme
• Keeps the email design minimal and elegant, matching the brand’s premium feel
• Combines black and white tones for a clean, high-contrast look to enhance readability
• Uses imagery that teases the upcoming product without revealing too much
• Uses smart, mysterious language like “unveil” and “keep an eye out” to maintain intrigue
• Balances suspense and clarity — enough mystery to excite, yet enough direction to convert

What This Email Could Have Done Better

Everything about this email is solid, other than the copy. The most important information should be at the top. However, Tinker Watches drags that info at the bottom of the email.

3. Black Friday Sale Announcement Email: BB Dakota

Black Friday may invite your inner goth out in your email designs. However, that’s definitely not the only way to go. Ask yourself:

• Does your brand align with the black background?
• Does your copy read well against black?
• Is black the only color you think about for a Black Friday email design?

If your answer to these questions is “no,” check out this email from BB Dakota:

Subject Line: TGIBF: TAKE 50% OFF

Why This Email Works?

• Unique color with a pink background, different from the typical Black Friday color palette
• Uses clever graphics and font colors to keep the email festive yet on-brand
• Adds relevant visuals like a girl in a black dress and a mysterious black ice cream cone
• Highlights the offer prominently with a bold “50% OFF” to immediately grab attention
• Places a clear, well-positioned CTA that guides readers to take action
• Maintains brand personality while still feeling timely and relevant
• Uses visual hierarchy to naturally guide the reader’s eye to the offer and CTA
• Combines fun and urgency, making the sale feel exciting yet actionable

What This Email Could Have Done Better

Nothing! The way they pulled off everything is perfect!

BB Dakota has shown exactly how to pull off a Black Friday email without causing any disturbance to their brand. Their use of a pink background aligns with their audience, and the overall email makes their audience want to shop during their Black Friday campaign.

4. Black Friday Discount Email: Casper

What’s the best way to approach your customers? Address their pain points and offer them a personalized solution!

However, it isn’t easy to personalize emails about a Black Friday sale or discount, since you have to focus on both. Casper, a mattress brand, managed to pull this off with their Black Friday email.

Subject Line: Snooze through the sales…

Why This Email Works?

• Targets a relatable pain point with the brand to immediately connect with the audience
• Uses creative graphics, like multiple alarms, to visually reinforce the message and urgency
• Builds FOMO subtly with phrases like “Get in Line for Super Sale” and “You’re gonna pay full price”
• Balances humor, personalization, and clear messaging to maximize click-throughs
• Guides the reader naturally to the CTA without being pushy
• Maintains cohesive brand voice throughout copy, graphics, and design

What This Email Could Have Done Better

Casper knows their target audience and understands its pain points. Everything from the subject line to the CTA is perfect, except for their coupon code and CTA.

Though both have gotten visual priority, it would have been ideal to lower the visual priority of their coupon code, as it’s more important to drive click-throughs.

5. Funny Black Friday Email: Chubbies

It’s okay to send such emails occasionally; however, due to the massive number of promotional emails a recipient can get during Black Friday, your email will easily get lost in the ocean of Black Friday emails sent by thousands of brands.

This is where a bit of humor makes the difference. If you’re not sure what we’re talking about, look at this funny Black Friday email from Chubbies:

Subject Line: Sweats + Shorts = THE SCHWORTS

Why This Email Works?

• Uses humor to build emotional connection and make the brand stand out
• Sparks intrigue with the word “SCHWORTS,” making readers want to learn more
• Uses humorous visuals that perfectly capture the post-Thanksgiving mood
• Highlights the product naturally within the lifestyle imagery, making it relatable and authentic
• Playful copy with lines like “Ate the Whole Turkey, Need Comfy Shorts” and “May the Schworts be with You”
• Focuses on a single product instead of overwhelming readers with too many options

What This Email Could Have Done Better

Though Chubbies have done incredibly well with their email subject line, copy, and visuals, they missed out on the details like BB Dakota. Sometimes customers add a deal to their calendar instead of buying instantly. Thus, Chubbies could have given customers a way to do so by adding their deal validity dates. 

6. Mysterious Black Friday Email: 22 Days Nutrition

What’s the most effective way to get people to view your deals? Send something that triggers curiosity!

Mystery triggers curiosity like nothing else. So, making an offer that doesn’t reveal anything will likely boost your CTR. 22 Days Nutrition used this in their email perfectly, and you might want to do the same. Let’s have a look at what they have done:

Subject Line: What Will Your Mystery Offer be?

Why This Email Works?

• Uses a simple yet powerful subject line that sparks curiosity and encourages clicks
• Instantly makes readers wonder what they can “unlock,” creating a sense of intrigue
• Avoids overused Black Friday design clichés for a clean, refreshing look
• Keeps visuals elegant and consistent with the brand’s minimal, modern aesthetic
• Uses concise, effective copy that communicates value without overwhelming the reader
• Leverages curiosity psychology by asking readers to discover the deal instead of revealing it upfront

What This Email Could Have Done Better

This email from 22 Days Nutrition does a good job attracting people and getting them to click the CTA. However, the copy and graphics are pretty generic. You can’t send a Black Friday email leaving Black Friday out. Thus, It would have been ideal if the email had focused a bit on Black Friday.

7. Last call Black Friday Email: Casper

As an e-commerce brand, you’d want to make every last sale you can during a seasonal sales campaign. This is why most brands extend their deals and send last-call emails. However, this kind of email can easily become boring if you aren’t thoughtful with the copy.

Casper has done a great job in this regard, and their last call email goes like this:

Subject Line: So You Slept Through Black Friday?

Why This Email Works?

• Entice the audience with a last call copy that is relevant to both the brand and the niche
• Turns a simple informational update into an engaging, personality-filled email
• Uses a clever subject line that speaks directly to customers who missed the initial sale
• Delivers the message with warmth and humor instead of pressure or salesy language
• Clearly communicates the deal extension without overwhelming the audience with details
• Ends with a clear, simple CTA that flows naturally from the friendly tone

What This Email Could Have Done Better

Again, we’re unable to find any flaws in this email. Casper really understands their audience well and knows how to reach out to its audience with the right message. So the takeaway here is to understand your audience well and reach out with the right message.

8. Black Friday Sale Reminder Email

Even with massive discounts, many shoppers wait until the last moment to buy. A Black Friday Sale Reminder Email gives them a gentle push, reminding them that time’s running out. When done right, this quick nudge can turn hesitant shoppers into buyers.

And this email executes the gentle reminder vibe perfectly.

Why This Email Works?

• Increases FOMO with a countdown clock that shows exactly how long the deal will last
• Features a CTA that clearly states the discount percentage, motivating instant clicks
• Highlights top products to spark curiosity and attract attention from loyal customers
• Uses compelling copy like “Almost Gone!” to create urgency and excitement
• Keeps the background clean and consistent with the Black Friday theme for visual balance
• Delivers a concise, well-structured message that’s easy to read and quick to act on
• Blends clarity, urgency, and design harmony for maximum conversion potential
• Maintains a strong visual hierarchy, guiding the reader’s eye smoothly from offer to CTA

What This Email Could Have Done Better

The email looks great and effectively builds urgency. However, it could have used a bit of personalization or social proof to connect better. Adding a short line for returning customers or showing real buyer reactions would make it feel more human and relatable.

Also, seeing only a black and white theme can be boring for the audience. A change in background color can be a fresh breath of air.

9. Early Access Black Friday Email

Early access is one of the easiest ways to make customers feel valued before Black Friday even starts.

Giving them a private window to shop hours or days before the public sale creates a sense of exclusivity and builds anticipation. It also gives your most engaged customers the chance to explore your offers without the usual rush, which often leads to higher conversions.

Subject Line: Black Friday Starts Early!

Why This Email Works

• Creates instant excitement with an early access announcement
• Highlights exclusivity by telling readers they’re getting deals 48 hours before everyone else
• Uses a clean, high-contrast hero image to grab attention immediately
• Places a clear discount (30% Off) directly inside the CTA button to boost clicks
• Keeps copy short and easy to skim, making the value obvious
• Uses product-focused visuals that appeal directly to tech shoppers
• Maintains strong brand consistency with a minimal, modern design

What This Email Could Have Done Better

While the email communicates exclusivity well, the CTA could be strengthened with more urgency, such as adding “Limited Time” or referencing the early access window. The feature icons are helpful, but adding social proof or a bestseller highlight would make the offer feel even more compelling and reduce buyer hesitation.

How to plan your Black Friday email campaign

Since email marketing is the primary marketing channel for most, a well-planned Black Friday email campaign will increase your sales significantly.

However, that depends on how well you plan and execute your Black Friday campaign against your competitors.

If you’re not sure how to go about it, here are our tips for planning a well-rounded Black Friday campaign:

• Plan early: Don’t wait till November to plan your campaign if you’re trying to stay ahead of your competitors. The earlier you plan for your Black Friday sales campaign, the better!

• Boost your email list: Once you’ve decided on your campaign, boost your email list by updating your contact forms and CTAs accordingly. Let your audience know a special Black Friday discount is coming and encourage them to sign up early.

• Prepare your website: Create banners, headers, and landing pages for your website to tease Black Friday. Design and prepare your website’s landing pages for more email signups.

• Send a teaser email: A teaser email will help entice your audience about your campaign. You may also get a place in their shopping calendar, as most people prepare a list of items they want to buy during the Black Friday sales, if properly executed.

• Prepare email templates: In order to have any chance among hundreds of Black Friday emails, your emails should be creative and effective enough. Writing a good email often takes more time than usual. So, prepare your email templates as early as possible.

• Create your Black Friday email automation: To ease your burden, set an email sequence for sending emails automatically. Based on different user interactions, set automation to guide users to different emails, like thank you page, upsell, etc.

The Dos and Don’ts of Black Friday Email Campaign

Running a successful Black Friday email campaign means knowing what works and what doesn’t. Following the right strategies can boost opens, clicks, and sales, while missteps can turn your audience away.

Here’s a quick guide to the essential dos and don’ts:

✅ Dos	❌ Don’ts
Write catchy subject lines	Don’t send too many emails; only 3–5 per campaign is enough
Run A/B tests to identify what resonates best with your audience	Don’t overwhelm readers; keep your email as simple as possible
Use emojis wisely to boost open rates and add personality	Don’t send too many emails; only 3–5 per campaign is enough
Maintain consistent branding with your logo, tone, and visuals	Don’t promote too many products in one email.
Design clean, skimmable, and visually appealing emails	Don’t overwhelm readers, keep your email as simple as possible
Create urgency and FOMO with countdowns or limited-time offers.	Don’t mess up your regular email frequency while building anticipation
Personalize content with names, segments, and relevant offers.	Don’t skip mobile optimization
Use humor or playful tone to make your emails memorable.	Don’t skip follow-up or ask for feedback.
Focus on a single, clear CTA to avoid confusion.	Don’t overlook analytics, track what worked, and optimize.

Craft Emails That Actually Convert This Black Friday

Black Friday emails are one of the most powerful tools to drive holiday sales. The examples we explored show how a strong subject line, clear design, engaging copy, and timely urgency can turn ordinary emails into high-performing campaigns.

By combining creativity with strategy, you can capture attention, spark curiosity, and guide your audience toward action. Remember to personalize where possible, stay consistent with your brand, and test different approaches to see what resonates best.

With thoughtful planning and execution, your Black Friday emails can not only boost conversions but also strengthen customer relationships for the long term.