Black Friday has evolved from a single day into a multi-billion-dollar phenomenon, shattering records year after year.

In 2023, it clocked $9.8 Billion in revenue. In 2024, it is expected to bring in $10 Billion revenue.

It is never too early to start planning for the biggest holiday season of the year. After all, the Black Friday weekend is one of the biggest online shopping events of the year any e-commerce merchant like you.

Most e-commerce stores usually approach the holiday season by:

• Rolling out special deals
• Offering Early bird discounts
• Announcing promo codes for VIP discounts
• Offering free shipping or early deliveries

And so on…

And if there's one thing you can bet on every merchant doing every Black Friday in addition to heavily discounting their products, it's that they'll be sending tailor-made black friday marketing campaigns to their customers and subscribers. 

While email marketing is the most profitable marketing channel, you'll never be up against more competition in making your email marketing campaigns stand out in subscribers' inboxes.

But, first let’s understand how big an opportunity Black Friday Cyber Monday is and why you cannot afford to take it lightly.

Black Friday e-commerce statistics you should know

• At least 80% of customers plan to shop during BFCM and 65% are expected to do online shopping. (Tidio).
• In BFCM 2023, 12.4 billion in online spending, breaking previous e-commerce records (Adobe).
• Shopify merchants generated $9.3 billion in sales between Black Friday and Cyber Monday (Shopify).
• Black Friday online sales in the U.S. increased by 9% YoY, reaching $16.4 billion (Salesforce).

There are countless more statistics that affirm why Black Friday is the biggest holiday season for e-commerce sales. 

With so much pressure, we've decided to lend a helping hand by showcasing these 20+ great Black Friday email examples you can draw inspiration from.

Along with each Black Friday email example, we will provide the subject line they have used and what’s great about the example and key takeaways. This should help you perfect your Black Friday email marketing.

Casper

‍What sets this email apart?

Casper sells sleep products both online and through retail locations. The clever use of imagery that aligns perfectly with Casper’s business makes this a great Black Friday email.

They have provided the code for the discount prominently with clear indication of the offer validity.

Further, the subject line “Black Friday sale starts now” creates a sense of urgency in customers while instilling a fear of missing out.

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Why does this email work?

1. Personalizyour Black Friday email design specific to your industry or products. Put on your thinking hat. 
2. Ensure that the discount or promo code you are offering is prominently displayed. 
3. It can also be linked to the offer page via the call to action (CTA).

Herschel

Why is this a great example?

Most merchants make it a point to roll out multiple discounts and promo codes around Black Friday. Herschel was one among them. Their email design stood out because it managed to showcase all the discounts that they were offering in one place. 

Further, the design also had separate call-outs for bundle sales and last chance sales both which target customer’s fear of missing out on the deal. 

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Why does this email work?:

1. Use layers or stackers to showcase multiple discounts or promo codes.
2. Call out special discounts with dedicated sections for last chance, ending soon, limited stocks, etc.

Codeacademy

For e-commerce stores selling products, it is easy to apply discounts on specific products. They can even push unsold inventory with discount codes. 

However, for services, such tactics don’t work. But, Codecademy found a way around it. 

They announced a flat 25% discount on their Pro plan through a promo code. Such a simple and straightforward deal is sure to win customers and help the online learning platform gain some Pro customers. 

The email also highlights why the Pro plan was recommended compared to its basic plan making it a good Black Friday email example to emulate. 

Why does this email work?:

1. Follow the ‘Keep it simple’ principle. Don’t bend words when a simple straight-forward copy could win customers. 
2. Highlight what costumes would gain in addition to getting the discount. 

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Bose

People love to reveal what’s hidden on scratch cards. That’s what makes this email design from Bose. 

Bose is a global leader of premium audio equipment. Electronics are one among the top three items bought on discounts during Black Friday and the holiday season. 

This particular email design captures attention by making users take action to unveil the discount. This action builds anticipation. 

Further, Bose has also given hints about early offers and discounts on specific products. Altogether, it is an email design that says a lot without saying everything. 

Definitely, an inspiration for merchants who want to use suspense to their advantage.

Why does this email work?‍

Sometimes, keeping the discount offers suspense can work in favor of the business, especially if it sells premium products at a premium price.

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ZAGG

One of the biggest mistakes marketers make with their Black Friday email marketing is not starting soon enough. 

If you wait until the weekend of Black Friday/Cyber Monday, your emails will be competing with countless others flooding people’s inboxes. 

By getting yours out early (ideally a few weeks in advance), you have a much better chance that your emails will be opened and read. 

ZAGG takes this a step further by including a countdown in their early Black Friday emails to help get people excited and increase anticipation.  

Why does this email work?:

Don’t leave your email marketing to the last minute. Getting your emails out early will help to get people hyped for your Black Friday sale, especially if you include a countdown.

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Apple

We know for a fact that Black Friday holiday season cannot be taken advantage of with one email. It is necessary to plan a comprehensive email campaign complete multiple emails that are related to each other. 

And it begins with an announcement email, just like how Apple has created it. The subject line makes it clear that the Apple Shopping Event is nearing. However, the email states it as a beginning, which builds anticipation for the event. 

The design is simple with APple’s trademark usage of minimal text and components. Yet, it manages to drive home the message. 

Why does this email work?:

Use an announcement email to build anticipation about upcoming events and offers.

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Udemy

This email promotes Udemy's Black Friday sale, offering IT and Software courses for $10. The colorful collage of learning-related items grabs attention. The headline "Black Friday Indulgence" paired with a simple message — "Start these IT and Software courses for only $10" — immediately informs the reader of the value proposition. 

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The CTA button stands out in yellow, and its placement ensures that readers know where to click to take advantage of the offer. The clean, organized layout helps reduce cognitive load, making it easy for readers to browse multiple courses at a glance.

What sets this email apart?

• Eye-catching header
• Crystal clear offer
• Personalization through segmentation
• Easy-to-navigate layout 
• Effective CTA

Why does this email work?

Udemy's email reduces decision paralysis by categorizing courses and maintaining a consistent $10 price point. The colorful header attracts attention, while course ratings leverage social proof. Udemy guides users toward deciding without overwhelming them by presenting a curated selection.

Italic

Italic’s Black Friday email combines urgency with sustainability. It offers free shipping for a limited time while highlighting its environmental commitment.

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What sets this email apart?

• The urgency created by “Last Call” messaging.
• Clear deadline for free shipping.
• Emphasis on sustainability, such as donating ten trees per order.
• Simple, clean, attention-grabbing green banner.
• Easy navigation with category buttons at the bottom

Why does this work?

Combining time-sensitive offers with corporate social responsibility creates a compelling reason to purchase. Italic’s approach effectively balances commerce with conscience by using limited-time free shipping to create urgency while appealing to value-driven consumers with environmental initiatives. 

This strategy preserves brand value by focusing on thoughtful impact rather than steep discounts, making customers feel good about their purchases.

XXXI

XXXI’s black friday email effectively uses humor, exclusivity, and a minimalist design to drive engagement and sales. It creates urgency without undermining the brand’s value.

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What sets this email apart?

• Clever, ironic tone that stands out from typical Black Friday messaging
• Promotion of a unique, limited edition product (Tezzo Calendar)
• Use of scarcity ("Really hard to find in the US")
• Showcasing additional design-focused products
• Clear call-to-action with discount code

‍Why does this work?
XXXI leverages reverse psychology by critiquing consumerism while promoting intrigue-generating products. The limited availability appeals to the collector mentality, signaling exclusivity. The ironic tone throughout the email makes the brand both approachable and memorable.

The Black Tux

Black Tux’s email effectively combines visual appeal with a clear, time-sensitive offer that resonates with the brand's sophisticated audience. It shows off its holiday collection with a sleek, minimalist design and focuses attention on forward-looking customers.

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What sets this email apart?

• Clean, elegant design aligning with the brand's aesthetic
• Clever copy encouraging early planning for holiday parties and future events
• Clear discount offer with promo code
• Multi-purpose messaging (holiday parties and weddings)

Why does this work?

The Black Tux employs elegant imagery to help customers visualize themselves in premium products, whether at a sophisticated holiday event or a wedding, tapping into emotional marketing that motivates purchases by allowing recipients to see an ideal version of themselves. 

Rather than offering steep discounts that could erode brand value, The Black Tux maintains its premium feel through modest promotions and clean design, preserving its upscale image. 

This increases the likelihood of larger purchases, as customers may choose attire for multiple occasions, enhancing order value.

Stocksy

Stocksy United's Black Friday email design features a bold, eye-catching header with the discount prominently displayed, followed by a clear call-to-action (CTA) button encouraging recipients to "Shop Black Friday." 

This design promotes the sale and showcases the quality and diversity of its offerings, potentially inspiring customers to make purchases they had yet to consider initially.

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What sets this email apart?

• Eye-catching header image with upside-down legs
• A clear discount percentage (33% off) is prominently displayed
• Pricing table for different image sizes
• Gallery of diverse stock images to inspire customers
• Multiple "Shop Black Friday" call-to-action buttons

Why does this work?

The email effectively uses vibrant imagery and a playful font to create a warm, inviting atmosphere, with large, bold text that immediately draws attention to the discount. The "Shop Black Friday" buttons are prominently placed and repeated throughout, making it easy for recipients to take action. 

Additionally, including a "Get Inspired" section featuring lifestyle images and recipes add value beyond just promoting the sale, potentially increasing engagement and brand loyalty. 

By highlighting the end date of the discount, the email creates a sense of urgency, encouraging quicker decision-making.

Great Simple Studio

Great Simple Studio’s email adds a twist to the routine Black Friday emails with an early start by offering significant, site-wide discounts from Tuesday instead of Friday. This creates a sense of exclusivity and urgency that helps drive immediate sales. Their minimalist, on-brand design focuses on critical information, making it easy for customers to take advantage of the offer.

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What makes the emails stand out?

• Unique and attention-grabbing headline - "Black Friday Starts on Tuesday"
• Crystal clear display of the offer
• Highlight the best-selling products with the before and after pricing
• Simple minimalist design that focuses on crucial info
• Use of a single, easy-to-remember discount code.

Why does this email work?

Starting the sale on Tuesday instead of the traditional Friday creates a sense of exclusivity and urgency and acts as an excellent trigger for FOMO. Displacing the original and discounted prices side by side makes the discount appear more valuable. 

Highlighting the "best products for best price," section showcases the company's top-selling items, which can act as a form of social proof, making the customers more inclined to purchase these products.

Nest

Nest's Black Friday email prominently features their smart thermostat and promotes a $50 discount on select products, emphasizing the value of staying "cozy, connected, and safe."

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What makes the emails stand out?

• A striking visual of the Nest thermostat with the $50 discount prominently displayed
• Clear and crisp copy highlighting the product offers and discounts
• Emphasizing the benefits of Staying cozy, connected, and safe 
• Specific product mentions provide clarity on the offer
• Simple, clean design with a clear CTA

Why does this email work?

Nest's smart home products tap into the scarcity principle by presenting the offer within a specific timeframe, creating a sense of urgency and ultimately making them take action. The inclusion of social media icons at the bottom suggests that the brand is famous and connected with a broader community, encouraging trust and credibility. 

By offering a more minor, easily acceptable action (such as clicking "Shop Now"), the email encourages engagement that can lead to more extensive commitments (like making a purchase). 

CodyHouse

CodyHouse’s email stands out due to its clear, structured design and focus on delivering value through a time-sensitive offer and useful content. With clear segmentation of sections, the top portion focuses on the Black Friday deal, while the lower sections concentrate on introducing new components and framework updates.

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What makes the emails stand out?

• The email is organized into distinct sections, making it easy for readers to find relevant information quickly.
•  It highlights a time-sensitive discount and new product features, offering immediate and ongoing value.
• By showcasing free and Pro components, the email appeals to a broad audience and encourages upgrades.
• The call to action ("Join CodyHouse Pro today") leverages the principle of commitment, fostering continued engagement.
• The clean design reduces cognitive load, making the email easy to navigate and understand.

Why does this email work?

Scarcity is a powerful motivator, prompting readers to act before missing the 25% discount. The email details new components and updates professionally, establishing the sender as a credible source in the tech community. 

By showcasing continuous improvement and innovation, it builds trust with its audience. Including free components and updates serves as a gift, invoking reciprocity. The email's clean, easy-to-navigate design reduces cognitive load, allowing readers to grasp key points without feeling overwhelmed, increasing engagement quickly.

Hush Puppies

The Hush Puppies email stands out with its straightforward, focused design and compelling offer. The top section prominently displays the "Find the perfect gift" message, immediately grabbing the reader's attention. The well-organized email has distinct sections highlighting different product categories and gift ideas.

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What makes the emails stand out?

• The "Find the perfect gift" headline immediately establishes the email's purpose and value proposition.
• The different product categories (Festive and flashy, Cute and comfy, Something for him) make it easy for the reader to find relevant items quickly.
• Calling out gifts "for you and everyone on your list" creates a more tailored shopping experience.
• The "Extra 20% off" promotion adds a time-sensitive element to encourage immediate action.
•  The structured design and concise copy allow the reader to scan and engage with the content quickly.

Why does this email work?

The "Extra 20% off" promotion creates a sense of urgency and encourages the recipient to act quickly before missing out on the savings. By suggesting the gifts are suitable "for you and everyone on your list," the email taps into the desire to align with social norms and gift preferences.

The clear, focused "Find the perfect gift" message establishes the commitment the email aims to fulfill. Addressing the recipient's specific gifting needs ("for you and everyone on your list") creates a more personalized experience and helps foster a strong emotional connection and sense of relevance.

Rapha

Rapha’s email shows a striking, full-width image of a cyclist in action against a dramatic backdrop. This visually arresting design immediately immerses the viewer in high-performance cycling, appealing to severe cyclists and enthusiasts. The minimalist layout and bold typography create a premium quality that aligns with the brand’s identity.

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What makes this email stand out?

• High-quality action image that showcases the product in action
• Minimalist design with ample space, letting you focus your attention on key elements
• Clear communication of the offer
• A single CTA button in contrasting colors makes it easily noticeable
• Brand consistent color scheme and typography

Why does this email work?

The powerful image taps into cyclists' desire to perform at their best. “The race is underway” implies a limited-time offer, encouraging quick action. 

They showcase that their brand is exclusive regarding the 'world’s finest cycling clothing,' appealing to customers' desire for premium quality.  

Patagonia

Patagonia’s email stands out by completely subverting expectations. Instead of resorting to the usual route of offering discounts, it takes the high road by focusing on “The gift of giving,” which aligns perfectly with the brand’s ethos. 

The clean, colorful design with simple graphics immediately captures the attention and communicates the message effectively, appealing to environmentally conscious consumers.

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What makes this email stand out?

• Bold, unexpected approach to Black Friday by promoting donations instead of sales
• Clear, concise messaging that aligns with brand values
• Time-bound matching offer creates urgency without pushing product sales
• Strong CTA
• Inclusion of Patagonia’s Core initiatives at the bottom

Why does this email work?

Patagonia’s email tries to tap into people’s desire to do good, especially during a season associated with consumerism. The social proof implicitly suggests that Patgonia’s customers are donating. The offer to match donations encourages customers to reciprocate the goodwill, aligning with the self-image of environmentally conscious customers.

The email effectively turns a traditionally commercial event into an opportunity for positive impact, likely inspiring strong customer engagement and brand affinity.

‍Rifle Paper Co

Rifle Paper Co.'s Black Friday email captivates with its charming, illustrated holiday scene that perfectly embodies the brand's whimsical aesthetic. The email cleverly merges a solid promotional message with delightful visuals, creating an inviting and festive atmosphere that resonates with their design-conscious audience.

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What Makes This Email Stand Out?

• Eye-catching, custom holiday illustration that showcases the brand's signature style
• Clear and prominent discount messages integrated into the artwork
• Playful copy that ties the discount to holiday wishes
• Strong, action-oriented CTA button
• A clean, uncluttered layout that keeps focusing on the main message and illustration

Why Does This Email Work?

The charming illustration of the email taps into the emotions associated with the holiday season. While not explicitly time-bound, the festive theme implies a seasonal offer. The straightforward expression of the offer is easy to understand and act upon, as it encourages urgency through the playful CTA. 

The email effectively balances commercial goals with brand storytelling, likely appealing to existing fans and new customers attracted by the substantial discount.

Withings

Withings' email stands out with its sleek, dark-themed design that beautifully showcases its premium tech products. The email's structure cleverly combines VIP benefits, exclusive offers, and a variety of discounted items, appealing to loyal customers and new shoppers. 

The minimalist, high-contrast layout effectively highlights each product, creating an air of sophistication that aligns with the brand's image.

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What makes this email stand out?

• VIP benefits section at the top, creating a sense of exclusivity
• Clear segmentation of offers
• High-quality product images against a dark background create a positive visual impact.
• Inclusion of original and discounted prices to highlight savings

Why Does This Email Work?

The email taps into the customer’s interest in VIP benefits, giving them exclusivity. The layout guides the eye from top offers to additional deals. Showcasing original prices alongside discounts emphasizes the value of the offer. 

The array of price choices symbolizes how the brand caters to diverse customers and their needs. The sleek premium design of the email promotes an excellent promotional email and reinforces brand positioning in the high-end tech market.

reMarkable

reMarkable’s email promotes a $50 discount on its paper tablet, which features a minimalist design and guarantees satisfaction.

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What makes the email stand out?

• Clear, concise messaging with a prominent discount offer
• High-quality product image demonstrating the tablet's use
• Strong call-to-action buttons ("Buy now") repeated for emphasis
• Highlighting the 45-day satisfaction guarantee to reduce purchase anxiety
• Sleek, dark-themed design that matches the product's aesthetic

Why does this email work?

The clean design and clear messaging make the offer easy to understand. The discount creates a sense of immediate value, tapping into loss aversion, as people are more motivated to avoid losing a deal than to gain something of equal value. 

By offering a risk-free trial, the email leverages social proof and quality assurance, reducing the perceived purchase risk with a satisfaction guarantee. Focusing on the $50 discount subtly anchors the product’s price to a higher original value.

Freshly

Freshly’s email includes a delicious image of a prepared meal, explains how the service works, and provides links to get started. It combines a firm offer, a clear explanation of the service, and multiple calls to action to drive Black Friday sales for its meal delivery subscription.

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What makes it effective?

• Clear value proposition
• Great visual appeal
• A simple explanation of the service
• The easy conversion made possible through multiple CTAs

Why does this work?

The limited-time offer taps into people's fear of missing out, leveraging loss aversion to encourage immediate action by breaking down the $60 discount into four smaller $15 discounts—a technique known as chunking—the savings feel more substantial and appealing. An appetizing food image provides a powerful visual stimulus, triggering hunger responses and increasing desire for the product. 

Using a four-step explanation employs the simplicity principle, reducing the perceived complexity of the service and making it more approachable. Additionally, the strategic repetition of multiple calls to action (CTAs) increases the chances of conversion by consistently reinforcing the offer.

What’s next: Launching your own Black Friday Email marketing campaign

Now that we've explored 20+ Black Friday email examples, it's time to start planning your own campaigns.

You should have a solid understanding of what to include in your email copy and some inspiration for your email design.

However, the reality is that crafting a fantastic Black Friday email is only part of the challenge.

Without a compelling subject line that grabs attention, most of your subscribers won't even open your email, making all the effort you put into your email less impactful.

Fortunately, we have compiled a handy list of fetching Black Friday email subject lines that you can use readily.

You will find a good bunch of killer subject lines for all Black Friday email marketing scenarios.

May this Black Friday holiday season sale be one of the best for your e-commerce store's bottom line.