With Black Friday standing as one of the biggest shopping extravaganzas of the year, timing your email campaigns right can have a huge impact on your sales, email open rates, and engagement rates.
While you might think you have aligned your campaigns and email marketing strategy timeframes, you must think twice before you ‘hit send’—and there are plenty of reasons for doing so.
Whether you’re launching early-bird specials or aiming for those last-minute deals that will have your customers running (to grab your deals), getting to know when and how to communicate with your audience is a much-needed process to muster to amplify your Black Friday success.
This blog is here to help take your Black Friday email campaign and send it to the next level.
- Why Timing Matters for Black Friday Emails
- The Best Times to Send Black Friday Emails
- All-Important Strategies to Increase Black Friday Email Engagement
- Accelerating Your Black Friday Campaign Hit: Post-Black Friday Email Techniques
Blog Highlights:
- Timing matters for various campaigns, and Black Friday is no exception. We’re answering this question in the sections below.
- Learn about the six best times to send a Black Friday email and read about the best strategies and tips to get ahead of your competition this Black Friday.
Why Timing Matters for Black Friday Emails
The flood of Black Friday promotions means that consumers receive innumerable emails during this time, so timing is everything. Sending emails at peak times increases your chances of capturing attention and converting potential buyers. Measuring the click-through rate and conversion rates can help determine the productiveness of email timing.
If emails are sent too early, they may be forgotten by the time Black Friday rolls around; too late, and customers may already be committed to other sales.
Research shows that brands with carefully timed emails gain a few things:
- Higher open rates
- Higher click-throughs
- Better conversions
According to research, online Black Friday sales in the US alone reached $9.52 billion in 2023, with email campaigns playing a crucial role in that success. In the same period, the conversion rate for online stores during Black Friday was 4.3%, way higher than the average of 2.5%.
2021 and 2022 were tougher years sales-wise since they were the first after the COVID-19 pandemic, which slowed down the whole world.
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The Best Times to Send Black Friday Emails
We recognize that there are at least six ideal times when you can start your Black Friday campaigns. Some businesses send their first content in early November, while others are ramping up during the Black Friday weekend, following the near-silent early November days. Let’s investigate each option more closely.
1. Early November: Setting the Stage with Pre-Black Friday Emails
Starting your email campaigns in early November (or right after Halloween) helps set the foundation for a successful Black Friday email strategy. Offering early bird discounts at this time can attract attention and encourage early engagement. Emails can introduce special promotions or highlight key items without overwhelming potential customers with urgency.
Advantages of early November emails:
- Builds anticipation for your Black Friday deals.
- Gives subscribers a chance to plan their purchases.
- Helps segment your audience based on engagement levels.
Example subject line: “Get Ready for the Biggest Deals of the Year – Coming Soon!”
This email subject line brings that all-important email to the customer’s inbox early on in the month, increasing the chances of better sales during the Black Friday period.
2. Monday before Black Friday: The Early Access Launch
The Monday before Black Friday is superb for starting your official Black Friday campaign. This email can offer early access deals or exclusive access codes to produce excitement and make subscribers feel valued.
Advantages of Monday before Black Friday emails:
- Targets customers before the peak email flood.
- Encourages early conversions, helping prevent “decision fatigue.”
- Reinforces your brand as a top shopping destination.
Example subject line: “Black Friday Starts Early! Access Deals Now before Everyone Else!”
3. Wednesday Evening (Pre-Black Friday): Building Anticipation
Sending emails the evening before Thanksgiving is helpful for prompting last-minute excitement before the big day. Research shows that many consumers begin their Black Friday shopping while preparing for Thanksgiving or winding down in the evening.
A successful Black Friday email example is one that creates anticipation by showcasing unique designs, compelling offers, and strategic messaging to engage the audience.
Advantages of pre-Black Friday emails:
- Captures attention before competitors send out peak Black Friday emails.
- Encourages browsing for deals and planning purchases.
- Gives your audience a sneak peek at exclusive deals.
Example subject line: “Tomorrow’s the Day! Get a Sneak Peek at Our Black Friday Deals!”
4. Thanksgiving Day: Catching Early Shoppers
Quite a few consumers start shopping on Thanksgiving, either from home or after a family gathering. This is a great time to send out a reminder email with a direct call to action.
Advantages of Thanksgiving emails:
- Takes advantage of mobile shopping as people travel or relax.
- Gets ahead of the Black Friday email rush.
- Appeals to early shoppers eager for deals.
Example subject line: “Start Your Black Friday Shopping Today! Deals Are Live!”
5. Black Friday Morning: The Main Event
It’s the big day, and you’ll want your email to be one of the first your subscribers see in the morning. An email sent around 6—7 a.m. is ideal to catch those early shoppers. While sending a morning email is a practical way to reach more inboxes, some people will check their emails as soon as it hits midnight. To build anticipation, consider prepping your deals at least a day in advance.
Advantages of Black Friday morning emails:
- Reaches the inbox at the height of shopping excitement.
- Encourages purchases before deal fatigue sets in.
- Ideal for early bird shoppers who want to take advantage of deals before items sell out.
Example subject line: “It’s Here! Shop Our Black Friday Deals Now before They’re Gone!”
6. Black Friday Midday or Afternoon: The Second Reminder
To stay top-of-mind, a follow-up email in the afternoon can remind subscribers of items they may have saved for later or offer an additional promotion on a specific Black Friday deal. Businesses often include items in low stock or clearance items they want to sell quickly.
Advantages of Black Friday afternoon emails:
- Helps recapture interest from early-morning visitors.
- They can include a reminder of low inventory for popular items.
- Drives urgency with a “Last Call” type of subject line.
Example subject line: “Still Shopping? Last Call on Our Best Black Friday Deals!”
All-Important Strategies to Increase Black Friday Email Engagement
For Black Friday email marketing to succeed, business owners tend to do a few more things than just launch their email campaigns. We collected the top approaches to apply to your own business.
1. Segment Your Audience for Personalized Deals
Rule number one in every email marketing campaign is segmentation. Black Friday email marketing allows you to tailor email content based on specific preferences and past behaviours through targeted email campaigns. For example, send VIP subscribers or customers with a large number of sales early access to discounts or target past purchasers with exclusive add-ons or upsells.
2. Use Urgency & Scarcity Techniques
Incorporate countdown timers, limited stock notifications, and phrases like “Limited Time Only” to create a sense of urgency. Shoppers are more likely to make impulse purchases when they fear missing out (FOMO).
3. Optimize Subject Lines for Peak Engagement
Make your subject lines clear and concise, with a focus on keywords like “Black Friday,” “Exclusive,” and “Only Today.” Personalizing subject lines with the subscriber’s name or “VIP” tags can also increase open rates through customized subject lines. Remember to avoid words that might make your email end up in the spam folder.
4. Use Eye-Catching Design & Clear Calls to Action
Emails with visually appealing designs capture attention more effectively, especially during Black Friday when inboxes are full. Ensure your design is mobile-friendly, and place a prominent CTA button in each email.
5. Highlight Best Sellers & Exclusive Products
If you have best-selling products or exclusive items, highlight these in your Black Friday emails. Limited-edition products or exclusive discounts on popular items can generate buzz and increase click-through rates.
6. Use Social Proof & Testimonials
Including social proof, such as customer reviews, ratings, and testimonials, helps build trust and can sway hesitant shoppers. Displaying ratings on high-demand items in emails can drive more conversions.
Accelerating Your Black Friday Campaign Hit: Post-Black Friday Email Techniques
Once Black Friday is over, you can still capitalize on your success with post-Black Friday campaigns that drive extended sales. Think of Cyber Monday or Cyber Week on some occasions. Here are some practical approaches:
1. Black Friday Weekend Extension
Extending your Black Friday sale through the weekend allows customers who missed out on Friday to still make purchases. An email on Saturday morning announcing the extended sales can generate extra revenue. It can also make clients who didn’t convert do so more easily while also generating more traffic.
2. Cyber Monday & Beyond
With the Cyber Monday sale following right after Black Friday, sending out emails on Sunday night or Monday morning can remind your audience that the deals are not over. Offering different products or online exclusives can nudge customers to return for another purchase.
3. “Thank You” Emails to Build Customer Loyalty
Sending a thank-you email to everyone who made a purchase on Black Friday can create goodwill and encourage future shopping. The same goes for when a visitor subscribes to your store during the Black Friday period or in general.
Imagine subscribing to an online store, and immediately after you’ve created your account, you receive a welcoming email with information on what to do next or, for example, how to use the store’s wishlist.
Include a special discount code or a preview of upcoming holiday promotions as a way to show appreciation.
Summing It Up
Choosing the best time to send Black Friday emails and employing data-driven sending methods can shape your campaign’s success.
By planning well in advance, segmenting your audience, and creating engaging, mobile-friendly content, your Black Friday emails can rise above the competition, capturing attention and driving sales. With these proven strategies, your Black Friday email campaigns will be well-equipped to make a lasting impact on your bottom line.
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Frequently Asked Questions
What is the best day to start Black Friday email campaigns?
Starting in early November for pre-Black Friday emails and ramping up the week of Black Friday is ideal for building expectancy and driving engagement. It also depends on the type of eCommerce store and your current stock.
Should I send multiple Black Friday emails?
Yes, but in a timely manner. Sending multiple emails, such as early access, a pre-Black Friday teaser, and a morning-of email, can help maximize engagement and reach different shopping segments. However, sending too many can have the exact opposite results.
Is Thanksgiving Day a good time for Black Friday emails?
Absolutely. Thanksgiving is increasingly popular for shopping, and an email on this day can capture early shoppers and those looking to secure deals.
What’s the ideal subject line length for Black Friday emails?
Aim for concise, attention-grabbing subject lines of around 40—55 characters. Including keywords like “Black Friday” and “Deal” can increase open rates.
How can I increase urgency in my Black Friday emails?
Use countdown timers, limited-time offers, and low-stock indicators to create a sense of urgency, encouraging immediate action.
Should Black Friday emails be mobile-friendly?
Yes, most consumers will view Black Friday emails on their phones. Ensure your email layout, images, and CTA buttons are perfected for mobile devices.
Where can I find Black Friday email examples?
You can find creative and engaging Black Friday email examples by exploring various marketing blogs and resources. These examples often showcase strategies like sitewide sales and interactive content, providing inspiration to craft powerful campaigns that drive customer engagement and sales.
