Black Friday Email Marketing: Are You Using These 8 Strategies?
- Jacinta Lal
- Oct 7
- 4 min read
Updated: Nov 12
Dear DVYA Diary,
Competition for inbox space on Black Friday is more intense than the fight for the last slice of pumpkin pie after Thanksgiving dinner.
But you can stand out by creating Black Friday emails so compelling that customers want to open, click, and grab the deal.
Here are eight strategies I personally recommend for all business owners who are new to email marketing.
1. Build Anticipation with a Multi-Stage Email Sequence
The first step is to warm up your audience before the big day. People are busy, their inboxes are crowded, and if you want your emails to be noticed, you need to create curiosity and excitement.
A multi-stage email sequence can look something like this:
Early teaser: A week or two before Black Friday, hint at what’s coming. For example, “Something big is coming… stay tuned!”
Countdown email: A day or two before, start the countdown. Use phrases like “2 days to go” or “Get ready for our biggest deals of the year.”
Main offer email: On Black Friday morning, share the full offer. Make it visually appealing and clearly explain the benefits.
Reminders: Send 1–2 reminder emails while the sale is live. Keep them short, friendly, and visually engaging.
Last chance email: On the final day, create gentle urgency. Let readers know this is their last opportunity to take advantage.
By spreading your emails across multiple stages, you keep your audience engaged without overwhelming them. I like to use MailerLite for this because it allows you to schedule and automate each step, so everything goes out at exactly the right time.
2. Re-Engage Cart Abandoners
Some people will start the buying process and then leave without completing it. A simple, thoughtful reminder can recover these potential sales.
Show the exact product they were looking at.
Remind them of the benefit or limited-time deal.
Include a clear call-to-action (CTA) that takes them straight back to checkout.
Abandoned cart emails consistently get higher open and click rates than regular campaigns, meaning more sales with less effort. Even small businesses can set this up using MailerLite automations.
3. Create Urgency Without Desperation
Urgency is powerful, but it works best when done with tact. Instead of shouting, “SALE ENDS NOW!!!!”, try these approaches:
Highlight the benefits they will miss if they don’t act.
Use countdown timers in emails to subtly show time running out.
Add friendly reminders like “Last chance to grab your favourite items”.
This keeps your audience feeling excited instead of pressured, and it maintains a positive connection with your brand. Fun and engaging copy is your friend here!
4. Run a Post-Sale Campaign
Not everyone buys during Black Friday. Extending your campaign gives people another opportunity.
Run a “Black Friday reset” sale a few days after the main event.
Position it as a second chance for those who missed out.
Highlight limited quantities or exclusive offers to encourage action.
This strategy helps your emails stand out in a crowded inbox and lets you make the most of your marketing efforts.
5. Reward Loyal Customers with Segmentation
Segmentation is about sending the right message to the right people. Black Friday is the perfect time to reward loyal customers:
Offer exclusive deals to VIP customers.
Tailor your messaging using their previous purchase history or engagement.
Make your emails feel personal with first-name personalisation and content specific to their interests.
Segmenting your audience increases engagement and conversion rates. With tools like MailerLite, segmentation is simple and doesn’t feel overwhelming, even for beginners.
6. Send an Anti-Black Friday Email
Sometimes it pays to go against the flow. Minimalist or honest emails that don’t scream discounts can capture attention because they are different from everything else your subscribers see.
Acknowledge the chaos of Black Friday shopping.
Position your offer as thoughtful or value-focused rather than flashy.
Use subtle urgency instead of loud exclamations.
These types of emails can make your audience feel understood and appreciated, and they stand out precisely because they’re not over-the-top.
7. Use Social Proof
People trust other people. Including testimonials or reviews can make your offer feel safer and more compelling.
Feature 2-3 short quotes from satisfied customers.
Include images if possible for authenticity.
Mention guarantees or risk-free offers to reduce hesitation.
Even beginners can add social proof effectively, and MailerLite makes it easy to insert testimonials into your email templates.
8. Send Personalised Post-Purchase Emails
Once someone buys from your Black Friday deal, follow up with a thoughtful email. This strengthens customer relationships and encourages repeat purchases.
Thank them personally.
Offer tips or guidance on using the product.
Suggest complementary items in a subtle way.
Post-purchase emails have higher open rates than most other campaigns. Automating this process ensures every customer feels valued without extra work on your part.
Extra Tips for Beginners
Craft engaging subject lines: Keep them personal, clear, and curiosity-inducing.
Focus on benefits: Let your audience know why your offer is worth their attention.
Use visuals smartly: Images and product blocks make emails more appealing.
Automate what you can: Save time by scheduling emails and setting up follow-ups.
Track results: Review opens, clicks, and conversions to learn what works.
Even if you are completely new, these strategies are achievable with some planning. Tools like MailerLite let you design, automate, and analyse your campaigns without getting overwhelmed.
Black Friday can feel like a whirlwind, but with a few thoughtful strategies and the right approach, you can create emails your subscribers actually want to open. Start planning early, test what works, and enjoy the process.
Until next time besties! 🦋
Ready to crush Black Friday with emails that get opened and clicked?
The Dorothea Email Templates give you 30 ready to use Canva designs including a Black Friday option to create, schedule, and send campaigns that convert.