Black Friday Email Campaigns: 15 Examples for 2025

Coming up with Black Friday email campaigns can be overwhelming. Not only do you have to make sure you start marketing at the right time (some brands start their offers more than two weeks before the actual event), you also have to write high-quality content and email subject lines.

But taking the time to plan and execute a Black Friday campaign can be worth it for your brand. In 2024 alone, Shopify merchants made a record $11.5 billion in sales over the course of Black Friday Cyber Monday (BFCM) weekend.

Here are some of the best Black Friday email examples to get your creativity flowing. Even better, learn how your email marketing campaigns can be scheduled and automated via Shopify Email, so you can take another task off your plate this busy holiday season.

Pre-Black Friday email examples

Before the big day arrives, your emails should start building excitement, teasing offers, and warming up your audience to get them ready to shop. 

Here are a few pre-Black Friday email examples that do just that. 

1. DU/ER’s new styles added campaign

Subject line: Black Friday Sale: New Styles Added 🔥

What it is: DU/ER uses a clean, confident Black Friday email to announce up to 50% off across their store with a timely twist: new styles have just been added to the sale.

Why it works: The minimalist design makes the bold “50% OFF” headline pop, while the “New Styles Added” line gives customers a compelling reason to come back, even if they already shopped.

It turns a static promotion into a living one, which is powerful during BFCM weekend when inboxes are flooded and most online sales blur together. DU/ER also separates CTAs by gender, making the path to purchase quick and personal.

How to implement it: Add freshness to your Black Friday campaign by introducing new drops mid-sale. 

Think of your sale as a rolling event, not a one-off blast. Adding newness—whether it’s products, bundle deals, or exclusives—gives shoppers a reason to return, share, and spend again.

2. TANIT Botanics Black Friday VIP access email

What it is: TANIT Botanics invites its loyal shoppers to join its customer loyalty program and start their Black Friday celebrations early with access to deals and special offers before anybody else.

Why it works: Black Friday weekend is a great time to attract new customers and generate brand awareness, but TANIT takes this opportunity to engage and treat its existing customers instead.

Ensuring its most loyal fans are happy before it starts promoting its more general Black Friday campaigns helps with customer retention and satisfaction levels. This approach can also kickstart sales and create a buzz around the brand.

How to implement it: Create a sneak peek Black Friday email campaign specifically for your existing customers that invites them to take part in your Black Friday event before it officially starts. Offer a bigger discount, special perks, and a limited amount of time for them to make a purchase to create a sense of urgency.

3. Happy Goat Coffee Company’s quirky email

Subject: Take 20% off site wide!!

What it is: The Happy Goat Coffee Company uses emojis to add personality and a touch of humor to promote its Black Friday weekend sale.

Why it works: This email looks a lot different than the typical Black Friday sale email. There’s an image of the brand’s signature smiling goat—but wearing a holiday hat. These humorous touches are added with celebratory and “mind blown” emojis. 

The email clearly announces the launch of Happy Goat Coffee’s ongoing Black Friday sale while appealing to the emotions of its target audience: coffee aficionados. The straightforward marketing approach emphasizes the sitewide Black Friday sale, but also gives a wink to its upcoming Cyber Monday sale. 

There’s not a lot of copy in this email, but it’s still effective at conveying what Happy Goat Coffee’s Black Friday campaign is all about—while reinforcing the brand’s personality as well.

How to implement it: Have fun with your Black Friday email marketing strategy. If it suits your brand identity, experiment with unique subject lines for your emails and use humorous and relatable images.

You don’t need a lot of copy to convey a message in your Black Friday emails, and you also don’t need to promote several products—promote your sale with one product (or a select few) instead. Consider choosing your bestselling or most interesting products.

4. Ulike’s money-off email

Subject line: Save $130 on the Air 10 Holiday Gift Set! 🎁

What it is: Hair removal brand Ulike leans into a sleek, premium vibe with this limited-time Black Friday offer, giving customers $130 off its Air 10 Gift Set. The brand uses rich visuals, minimal copy, and a strong call-to-action button to drive urgency and clicks.

Why it works: Instead of overwhelming customers with lots of options, Ulike focuses on one product (the Air 10) and positions it as the ultimate gift. There’s a clean, festive aesthetic, and the simple code (“BLACKFRIDAY130”) makes the next step crystal clear.

How to implement it: Create a high-impact visual moment. Use bold, direct messaging and center your promo around one hero product to reduce decision fatigue. Keep the copy tight and clear, and add a festive flair with holiday-themed visuals like snow, ribbon, or sparkles. A strong call to action like “SHOP NOW” helps convert interest into sales.

Black Friday day-of email campaigns

When Black Friday hits, it’s go time. Your emails need to cut through the noise and drive action fast. These day-of email examples are all about urgency, clarity, and making your offer impossible to ignore.

5. Detox Market’s free gift email

Subject: HOLD-UP! Black Friday Sale is HERE?

What it is: The Detox Market offers a free gift to sweeten its tiered discount strategy, making a full-size product available to customers who spend more than $200.

Why it works: Customers are enticed by the promise of a free gift, giving Detox Market an opportunity to showcase various products from their catalog. The tiered structure also incentivizes increased spending.

The email design is simple yet effective, with a flashing effect on the headline text and a button to make it eye-catching.

How to implement it: You can participate in a Black Friday email campaign even if your business doesn’t typically discount or you can’t afford to lower your prices.

Offer incentives such as a free gift with a minimum purchase amount, which can be done easily within Shopify or with an app from the Shopify App Store. The Black Friday sales give you a reason to contact your customers, so email them with the offer you’ve created. Keep your emails simple—when it comes to copy, less is often more.

6. Pepper’s simple sale reminder email

Subject: Up to 40% off 😱 

What it is: A simple and well-executed email from bra brand Pepper announcing its site-wide Black Friday event.

Why it works: This email is business-forward, but delivered in a fun and on-brand way that clearly announces Pepper’s Black Friday sale.

It delivers the key elements customers need to know in a snapshot: the brand’s name, when the sale event is happening, the savings amount, and a focused call to action (CTA) to “Shop Now” before the best items sell out. Keeping things simple is often the best way to go.

How to implement it: Take the same simple approach to your Black Friday email campaigns. Have a clear subject line with the sale or discount, and include a call to action that brings customers to your discount landing page. 

7. Midnight Paloma’s text-only email

Subject: Hours left for 25% off 🖤 

What it is: Midnight Paloma foregoes splashy imagery in favor of text. This personalized email is sent from the founder, Tayler, and speaks directly to the customer, encouraging the shopper to check out the gift guide to pick up a present for people on their holiday list—and themselves!

Why it works: Today’s shoppers crave personalization. This email feels like a note from the founder, speaking directly to you. It also offers a promo code and link to helpful content for holiday season shoppers. 

Many brands use the scattergun approach by sending a generic discount email to their entire customer list. By suggesting relevant products to each shopper, Midnight Paloma deepens its connection with customers and creates a unique experience.

How to implement it: Draft a personal-feeling note that’s not embellished with imagery—let the text stand alone. Personalize the contents using email customer segmentation and customer data to find the products shoppers have previously shown an interest in. Create campaigns that remind your target audience about products in their cart, or products they have checked out before. Don’t forget to also add an incentive with your Black Friday discount.

8. Revision Skincare’s final hours countdown

Subject line: FINAL HOURS! D-E-J Black Friday Deals End Tonight!

What it is: Revision Skincare crafted a sleek, elegant final-call email to close out it Cyber Week offers. Customers are encouraged to spend a certain amount to receive a luxury skin care gift, either a free travel-size D·E·J Face Cream or D·E·J Daily Boosting Serum.

Why it works: The aesthetic is elevated and polished, perfectly aligning with the brand’s high-end feel. The visual centerpiece features beautifully lit products wrapped in ribbon, reinforcing the holiday season gifting theme. The headline “FINAL HOURS” delivers urgency, and the gift-with-purchase strategy incentivizes larger orders.

What’s clever is the clear, tiered reward system. Shoppers can choose which bonus they want by meeting different thresholds. The values of the free products ($72 and $135) are called out visually, giving the offer strong perceived value.

How to implement it: If you’re a premium brand, you don’t need to go wild with colors or emojis—minimalism can feel just as urgent when paired with smart copy and design. Instead of discounting your products, consider offering a high-value free gift to preserve brand prestige and boost average order value (AOV).

Use high-contrast design (like black-and-white with soft ribbon textures) to draw the eye, and highlight the value of the freebie so customers see it as a deal, not a throwaway.

Post-Black Friday extension campaigns

Just because Black Friday is over doesn’t mean the sales have to stop; it’s common to run a post-Black Friday sale. These post-Black Friday extension campaigns help you capture last-minute shoppers and squeeze a little more revenue from your deals before the holiday rush takes over.

9. CRUA Outdoors’ extended Black Friday campaign

Subject line: Extended: Up to 60% Off Continues

What it is: CRUA Outdoors sent this friendly follow-up email to let customers know its Black Friday and Cyber Monday sale has been extended. It’s a last-chance reminder with a personal touch, framed as a helpful heads-up rather than a pushy sales pitch.

Why it works: This email is simple, direct, and considerate. Rather than relying on flashy graphics or urgency-heavy subject lines, it leads with empathy, and acknowledges that shoppers might need more time to decide on premium outdoor gear. The message is structured clearly with bullet points to cover different types of buyers (missed out, need more time, want to add something).

It’s signed personally by the founder, which adds authenticity and builds trust with the outdoor-loving community. Plus, it reinforces the deadline with calm but firm language: “These savings won’t be seen again.”

How to implement it: If your sale is extended, use that opportunity to re-engage hesitant shoppers. Don’t just shout “Sale extended!”—frame it as a customer-first decision. Address different reasons why someone might not have purchased yet, and remind them why it’s worth returning.

A personal tone and founder signature can go a long way in building connection. And if your audience values functionality and purpose over flash, keep your design minimal and focused on the value.

10. Nordic Oils’ “missed out?” campaign

Subject line: -35% for the next 16 hours only! 

What it is: Nordic Oil created a high-impact, time-sensitive email to give customers one final chance to grab a major discount after Black Friday. The brand leans into bold colors, countdown urgency, and a prominent discount code to drive quick action.

Why it works: This email doesn’t waste time. The “35% OFF” headline is massive and unmissable, paired with “16 Hours Only!” to ramp up urgency. The black background, neon yellow text, and hot pink CTA button give it a modern, eye-catching look that grabs attention in a crowded inbox.

It’s also empathetic, acknowledging shoppers who missed Black Friday but offering a clear solution. The copy is short, conversational, and packed with energy. Plus, the promo code is repeated twice, so it’s easy to use without hunting for it.

How to implement it: Urgency works, but only when it’s real. If you’re offering a short window to save, make it crystal clear with a countdown or time-based phrasing. Keep your email focused on one offer, repeat the discount code, and make the CTA button pop.

Alternative Black Friday email campaign approaches

Not every brand needs to follow the typical discount-heavy Black Friday playbook. These alternative campaign approaches show how you can stand out, whether you’re focusing on values, exclusivity, donations, or simply doing something unexpected.

11. Caden Lane’s gamification campaign

Subject line: Can You Find Them?🔍

What it is: This fun, puzzle-style email from Caden Lane invites subscribers to solve a visual brain teaser to unlock an exclusive Black Friday deal. Recipients are encouraged to reply to the email with the correct answer, creating a two-way interaction that’s rarely seen in Black Friday campaigns.

Why it works: Rather than shouting about discounts, this brand makes the sale feel like a game. This small twist builds curiosity, increases email replies, and adds a layer of emotional engagement.

By turning its Black Friday promo into a micro-challenge, Caden Lane not only captures attention but builds brand warmth and loyalty. It makes the shopper feel involved, like they earned access to something exclusive. Plus, it keeps customers hooked for what’s next: more games, flash sales, and surprise drops.

How to implement it: Get playful. If your audience responds well to creativity or community vibes, introduce game mechanics into your promotional emails. This could be a quiz, a visual puzzle, a “choose your gift” flow, or a scavenger hunt across your site.

12. Patagonia’s mission-driven email 

Subject: Black Friday needs a fix

What it is: Patagonia uses Black Friday as an opportunity to encourage customers to repair their old clothes, rather than buying new ones. Instead of trying to woo customers in-store with discounts, it entices with the promise of repair workshops and supplies, using the headline “If it’s broke, fix it!”

Why it works: Most email subject lines during this period include a discount and a deadline to buy—this subject line challenges Black Friday by taking a purposefully different approach. 

This Black Friday email strategy aligns with the founder’s decision to transfer ownership of the company to a climate-focused nonprofit. To make this connection clear, the email links to the founder’s letter at the bottom. 

How to implement it: If you’re tired of running the same Black Friday email campaign every year, or your customers have grown to expect the same from you, change things up.

Consider making this year’s Black Friday email all about your mission and values. It could be your opportunity to give a little back while also creating a positive brand image for your online store.

B2B and SaaS Black Friday email campaigns

Black Friday isn’t just for B2C businesses. B2B and SaaS brands can get in on the action too with smart, value-driven campaigns. These Black Friday email examples show how to tailor your offers, targeted messaging, and timing to resonate with business buyers looking for end-of-year deals or long-term solutions.

13. Skillshare’s biggest Black Friday sale

Subject line: Now live: 50% off a Skillshare membership 

What it is: Skillshare delivers a bold, vibrant Black Friday email offering 50% off an annual membership. Rather than focusing on urgency or FOMO, this campaign reframes the sale as a gift to yourself or an investment in creativity and personal growth.

Why it works: The entire email is alive with energy. From the eye-popping color palette to the playful copy (“treat yourself to 50% off”), it feels joyful, not salesy. The focus isn’t just on saving money, it’s about what that membership unlocks: endless creativity, curiosity, and learning.

It taps into a deeper emotional motivation that resonates with Skillshare’s audience. 

How to implement it: Don’t just sell the discount, sell the outcome. If your product improves someone’s life, helps them grow, or sparks joy, build your offer around that transformation. Use color, tone, and visuals that reflect your brand’s purpose and energy.

And if your audience is values-driven or experience-focused (like creatives, learners, or wellness seekers), position your deal as an act of self-care, not just another Black Friday bargain.

Small Business Saturday campaigns

Small Business Saturday is a chance to shine a spotlight on what makes your brand unique and community-driven. These campaign ideas help you connect with customers on a more personal level.

14. Compartés’s personal campaign 

Subject line: ✨ A personal note from Jonathan

What it is: This warm, personal email from Compartés chocolatier Jonathan Grahm blends Small Business Saturday appreciation with a soft Black Friday promo. It thanks customers for supporting the brand year-round, highlights the artistry behind the chocolate, and gently reminds them of a 30% discount on select creations.

Why it works: This email feels human. Rather than pushing urgency or discounts upfront, it opens with a personal thank you directly from the founder. It celebrates craftsmanship, community, and connection, all of which are values that matter deeply during Small Business Saturday.

The discount (up to 30%) is casually introduced later as a helpful reminder, not a hard sell. That gives the message emotional weight without losing its promotional purpose. It’s especially effective because it reinforces gifting, positioning Compartés not just as chocolate, but as meaningful, artisan-made presents.

How to implement it: Don’t underestimate the power of heartfelt messaging. If you’re a small or independent brand, Small Business Saturday is your moment to shine with a genuine story. Let your founder speak directly to your community. Make your email about why you do what you do and how grateful you are for every order.

You can still include a promo, but lead with emotion. 

15. Wondery Outdoors’s thank you campaign

Subject line: Small Business Saturday

What it is: Wondery Outdoors uses Small Business Saturday to deliver a heartwarming thank you message to their community. There’s no flashy sale or discount, just a heartfelt note of appreciation, a joyful group photo, and a gentle nudge to “shop small.”

Why it works: Instead of focusing on promotions, it celebrates the people who make the business possible: the brand’s customers, its team, and the larger outdoor-loving community. The image of a diverse, smiling crowd adds authenticity and warmth, making readers feel like they’re part of something bigger.

The call to action, “SHOP SMALL,” is simple but powerful, reminding customers that every purchase is a vote for independent, values-led brands. 

How to implement it: Use Small Business Saturday to highlight your people, your story, and the community behind your brand. Real photos, personal notes, and honest gratitude go a long way in building emotional loyalty.

If you’re not offering a deal, that’s OK. Focus on why shopping small matters and what your customers are helping you build.

Black Friday email marketing subject lines that convert

Your Black Friday campaign could be packed with juicy offers and polished design, but if your subject line doesn’t motivate customers to click through, it’s game over.

During Black Friday, inboxes get loud. Everyone’s blasting deals, and shoppers are skimming fast. That’s why your subject line has to do three things quickly: grab attention, spark curiosity or urgency, and make the value crystal clear.

Here are some proven email marketing best practices for writing subject lines that stand out and actually get opened.

Subject line formulas and examples

A great Black Friday email subject line doesn’t need to be complicated. In fact, the most effective subject lines are often short, direct, and timely. Here are a few tried-and-tested formulas you can use (just swap in your own offer details):

Formula 1: “Your [%] off ends at [time]”

Creates urgency and lets the reader know exactly what they’ll miss if they don’t act ASAP.

Examples:

• Your 30% off ends at midnight!
• 20% off everything—just 3 hours left
• Hurry! Your Black Friday deal expires at 11:59PM

Formula 2: “[Product] for [$X]? Only today”

Perfect for spotlighting bestselling items and irresistible prices.

Examples:

• Our bestselling joggers for $19.99? Yup—today only
• $10 candles?! You read that right
• Just for Black Friday: Get [Product] for half price

Formula 3: “The deal everyone’s been waiting for …”

Builds intrigue and taps into FOMO.

Examples:

• The deal everyone’s been waiting for is here
• It’s finally happening…
• Our biggest Black Friday ever starts now

Formula 4: “Last chance: [Offer]”

Ideal for the final hours of your campaign to drive conversions with urgency.

Examples:

• Last chance: 40% off ends tonight
• Last call for Black Friday savings
• Final hours: Your exclusive deal inside

A/B testing your subject lines

Use A/B testing to figure out which subject lines work best. It’s a simple way to compare two (or more) versions of your subject line and see which one actually gets more opens.

Here’s how to do it:

1. Pick one variable to test. Usually, that’s the subject line itself, but you can also test sender names or preview text. Keep everything else in the email the same so you know what’s driving the results.
2. Split your audience. Most email platforms let you send Version A to 25% of your list and Version B to another 25%. Then, after a set period (say, two to four hours), the winning subject line goes out to the remaining 50%.
3. Choose your success metrics. For subject lines, the main metric to watch is open rate. That tells you which subject line got more attention. If you’re also testing call-to-action copy or layout, you might look at click-through rate (CTR) too.
4. Test early, then scale. Run your A/B tests on early sends or smaller segments before the big day. That way, you can learn what resonates and double down on what works when it matters most.
   
   

Tip: Save your winners in a swipe file. What works this year might work again next time.

How to structure your Black Friday email campaign timeline

1. Pre-Black Friday teasers (2–3 weeks before)

Get shoppers excited about your upcoming Black Friday event. Create a buzz and give them a sneak peek at the kind of discounts to expect. If you’re not running a sales campaign and are instead choosing to focus on activism or mission-driven activity, send an announcement about that, too.

Ideally, send your sale announcement email a few weeks before BFCM and again a few times leading up to the start of Black Friday. Schedule your sales announcement in advance. Tools like Shopify Email can help. 

What to include in your sale announcement email:

• When your Black Friday deals start
• How long your Black Friday event will run
• What discounts customers can expect
• Where customers can go to unlock discounts
• Product suggestions based on past shopping behavior

2. Early access campaigns (1 week before)

One of the smartest moves you can make is giving your VIPs or email subscribers early access to your sale.

Launching your campaign a few days (or even a full week) early helps you beat the inbox rush and reward your most engaged audience with first dibs on your best Black Friday deals. It builds buzz, drives early conversions, and helps you spread traffic out over more days so you’re not relying on just one massive sales spike.

Here’s how to do it: 

• Segment your list. Target your most engaged subscribers, loyal customers, or VIPs who’ve opted into early access.
• Use exclusivity language. Phrases like “Just for you,” “Early access starts now,” or “VIP preview” create a sense of insider status.
• Open the sale early. Let your early birds shop two to five days before the general public. You can even create password-protected sale pages for extra exclusivity.
• Send reminders. Follow up with a “Don’t miss your early access” email or SMS for anyone who hasn’t clicked through.

3. Black Friday launch

Announce the kick-off of your Black Friday event by sending an email as soon as your discounts are activated. That way, shoppers are engaged early on. Remind them again where they can tap into the discounts. Suggest a few products they might enjoy, and highlight the discount to boost email engagement and incentivize your customers.

4. Weekend momentum campaigns

As the Black Friday sale winds down, continue to drive sales by sending a wrap-up email. Remind shoppers that they still have time to benefit from major discounts and point them to landing pages with popular items through product links. You might add an extra, final incentive at this point, such as a free gift, free delivery, or a higher percentage off to drive more conversions—and put you over the finish line with more sales.

5. Cyber Monday transition

As Black Friday ends, Cyber Monday begins. Start contacting shoppers quickly to remind them the deals aren’t over yet. There’s yet another opportunity to enjoy more discounts on Cyber Monday.

Make sure to highlight what kind of discounts shoppers can unlock, when they can unlock them, and how they can accomplish that. Finally, add a call to action to direct people to your site.

6. Post-BFCM extensions

Just because Cyber Monday ends doesn’t mean the sales magic has to end, too. Many brands extend their offers for a few extra days, and shoppers have even come to expect it.

These “last chance” campaigns are your opportunity to re-engage anyone who didn’t buy over the weekend or to clear out any remaining stock. Plus, the sense of urgency is even higher, as people know this really is the final call.

Here’s how you can make the most of it: 

• Call it what it is. Use subject lines like “Extended: 24 more hours of savings” or “Black Friday deals end TONIGHT.”
• Keep it tight. Limit your extension to one to three days max. A longer window can kill the urgency.
• Reframe the messaging. Position it as a surprise bonus or thank you, e.g., “Due to high demand, we’re keeping our deals live for one more day.”
• Highlight urgency. Use countdown timers, “selling fast” badges, or time-sensitive copy in your emails and on your website.

Bonus tip: You can test a smaller flash offer post-BFCM (like “extra 10% off for 12 hours only”) to squeeze a little more juice from the campaign before you officially switch into holiday mode.

Black Friday email automation workflows

Black Friday is a busy time of year, so expect to be juggling multiple marketing efforts simultaneously, including upcoming Cyber Monday and future holiday campaigns. Help your campaigns run smoothly by implementing email automations with Shopify Email.

Not only will this eliminate any last-minute scrambles, but it can help you drive sales over the shopping weekend by reaching customers at the right time.

Shopify Email features a collection of drag-and-drop templates that make setting up Black Friday email marketing automations easy in just a few clicks.

Ready to get going on your BFCM email automations? Here are some additional ideas to get you started:

Abandoned cart recovery sequences

Use an abandoned cart template to win back shoppers who have shown previous interest but, for some reason, haven’t purchased. Remind them that they still have products in their cart and may want to take another look. Tack on an extra Black Friday discount to encourage customers to complete checkout.

Browse abandonment campaigns

Send an automated email when someone has looked at, but not yet purchased or put into their cart, a product. They may only need a nudge to change interest into a buy.

VIP early access automation

Automatically send exclusive early-bird emails to your most loyal customers or subscribers, giving them first dibs on your best deals before anyone else. It’s a great way to reward loyalty, drive early conversions, and create a sense of insider status that makes your VIPs feel valued (and more likely to shop again).

Post-purchase upsell sequences

When a customer makes a purchase on Black Friday, send them an automated follow up that includes an upsell to increase average order value (AOV) and expose them to other products in their range.

Get started on your Black Friday email campaigns

If email marketing isn’t a large part of your growth marketing strategy, take the time to learn why it’s important for your business. If your email list is small, start building it now to maximize the results of your Black Friday Cyber Monday events.

With the right amount of engaged subscribers and well-crafted emails, your business can have a profitable BFCM.

Want to absolutely crush it, though? Have a look at this BFCM checklist to position your online store for success this holiday season.