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It’s time to share my biggest and best tips for running a successful Black Friday, Small Business Saturday, and Cyber Monday promotion!

Whether you’re an e-commerce business owner, sell digital products, offer services, or run a hybrid model, these insights can help you make the most out of this high-energy, shopping-heavy weekend. And while my advice is particularly helpful for those already planning their promotions, even if you're still on the fence or scrambling to put something together last minute, there’s something here for you too.

While this retail-focused weekend originated in the US, it’s quickly become a global phenomenon, including right here in Australia. More and more people are planning their holiday shopping around this specific weekend, and as a business owner, this presents a massive opportunity to implement black friday email marketing tactics. However, it’s important to approach this strategically—especially given how saturated the market becomes during this time.

And I know I have an audience from all around the world, so wherever you’re located, Black Friday has likely become an event on your radar. I’ve got some killer tips and strategies to share that you can implement in your black friday email marketing, whether you’re starting from scratch or just need to refine your plans.

Before we dive into all the tips and strategies, let’s address the first big question: Do you even need to participate?

Just because it feels like everyone is running a promotion this time of year, doesn’t mean you’re obligated to jump on the bandwagon. If your margins are slim or if your brand doesn’t align with offering discounts, especially if you’re in the luxury market, there’s no rule that says you must participate. Likewise, if your sales are strong and you don’t feel the need to compete for customer dollars right now, it’s okay to sit this one out.

On the other hand, if you do want to participate and get in on the Black Friday/Cyber Monday frenzy, you’ll need to make sure your offer stands out. This is a time when shoppers expect the best deals of the year, and that means a simple 5-10% discount might not cut it. With so many businesses vying for attention, the key to success is crafting a compelling offer that aligns with both your business goals and your audience’s expectations.

From discounts and buy-one-get-one-free offers to tiered discounts or special bundles, there are a variety of strategies you can employ to make your black friday email marketing promotion enticing. So, whether you decide to go all-in with a massive discount or get creative with bundling, the key is to make your offer irresistible.

Overall Strategy

Start Early or Give a Heads Up:
Timing is everything during high-traffic periods like Black Friday. It’s crucial to get in early. I’ve seen businesses announcing that they're starting their Black Friday email marketing promotions as early as November 1st. They want to be ahead of the crowd, and that’s a smart move. You can either follow suit by launching your campaigns early or, at the very least, give your audience a heads-up. Let them know in advance that your promotions are coming. This is especially important because as we approach the holiday season, people’s inboxes are going to be flooded with promotional emails. By giving them a heads-up, you encourage them to keep an eye out for your specific offers, improving your chances of standing out among the noise.

Prepare to Send More Emails Than Usual:
This leads us to the next point: you will have to send more emails than you’re probably used to. It’s inevitable during these busy periods. Inboxes are going to be busier than usual, and your subscribers might not see all of your emails. But here’s the thing—don’t stress if your open rates drop or if you feel like you're bombarding people with emails. People expect a higher volume of promotional emails during this time, and they’re generally more lenient about it. So, sending multiple emails is a strategy, not a misstep. It’s necessary to increase your chances of getting noticed. Consider using different angles in each email to keep your messaging fresh and compelling, which will help you stand out even more.

Focus on Re-engagement First:
Lastly, before jumping headfirst into your promotional emails, it’s important to think about re-engaging your list. Ideally, this would happen well in advance of your big campaign, but even if you’re short on time, sending just one re-engagement email can still make a difference. The goal of this email is to spark some activity within your list. Get your subscribers to click, reply, or engage in some way. This will help boost your deliverability, making it more likely that your future promotional emails will actually land in their inboxes instead of the dreaded spam folder. I always recommend having a strong engagement strategy before any promotion campaign. If you're looking for more tips on how to boost engagement, I’ve covered that in a podcast episode, ‘10 creative ways to quickly boost your email engagement’, so be sure to check it out.

Standing Out in Inboxes

Mix Up Your Subject Lines:

Subject lines are the first thing your audience will see, so it’s important to vary them in order to appeal to different types of readers. For instance, direct subject lines like “50% off Black Friday Sale” are perfect for catching the attention of those who are actively scanning their inbox for deals or specific offers. These work well for people who want to know exactly what they're getting with a quick glance.

On the other hand, not everyone is looking for direct offers. Indirect and curiosity-driven subject lines can be just as powerful. Phrases like “You don’t want to miss this” or “The one thing that will make all the difference” pique interest because they don’t give away everything upfront, encouraging the recipient to click through to learn more. This approach works particularly well for readers who enjoy a little mystery. Just make sure the content inside your email delivers on the promise of that subject line, or you risk losing trust.

Including the recipient’s first name in the subject line is also a great way to grab attention and make the email feel more personal. For example, a subject line like "Hey [Name], you don’t want to miss this!" can create a more direct connection. However, use this technique sparingly – if every email has the recipient’s name, it can lose its impact.

Vary Your Sender Name: Another clever trick to stand out in the inbox is to change up your sender name. This is often overlooked, but it's an effective way to catch people’s attention. While you want your business name or your personal name to remain recognisable, alternating between your personal name and business name can help break the pattern. This subtle shift can spark curiosity.

Use Emojis Wisely: Emojis are another simple yet effective way to make your email subject lines visually appealing. Adding a well-placed emoji can help your message pop amidst a sea of text in the inbox. Whether it's a smiley face, a heart, or something seasonal like a snowflake or pumpkin, emojis can make your subject line feel more fun and engaging. Just be sure to use them in moderation – too many can come off as unprofessional or spammy.

Email Content

When crafting your email content for your black friday email marketing strategy, it’s essential to think logically about the diverse preferences of your audience and the various inbox rules that govern email delivery. Here are some effective approaches to consider:

1. Feature a Variety of Products: Mixing up the products featured in your emails can keep your content fresh and engaging. If you have multiple items on promotion, highlight different products in each email. This approach gives subscribers a more comprehensive view of your offerings and encourages them to explore options they might not have initially considered. For example, in one email, you might spotlight running shoes, while another could showcase workout apparel or accessories. By rotating featured products, you cater to a broader audience and pique their interest in various aspects of your brand.

2. Vary Your Language Around Promotions: Although terms like "Black Friday" and "Cyber Monday" can attract attention, some savvy consumers are quick to filter emails containing these buzzwords. To avoid being automatically relegated to the promotions tab or missed altogether, consider omitting these terms in a portion of your emails. Instead of framing the content solely around these events, focus on the unique benefits of your products and promotions. You can still acknowledge the sales without explicitly naming the event. This subtlety can help you bypass email filters while still generating interest.

3. Mix Content Formats: Your email content should vary in style and format to appeal to different subscriber preferences. Incorporate a mix of the following:

• • Direct and Text-Based Emails: Create emails that are straightforward, featuring minimal text and a clear call-to-action. For example, an email could simply state, "Our sale is live! Enjoy 50% off on selected items until [date]. Click here to shop!" This type of email can improve deliverability, as text-heavy messages are less likely to end up in the promotions folder.
  • Visual Emails: While text-only emails can be effective, don’t shy away from visually rich content. Use appealing images and engaging designs to showcase your products. A well-crafted visual email can create an emotional connection with your audience, enhancing their desire to engage with your brand.
  • Value-Added Emails: Aim for at least half of your emails to provide more than just promotional content. Infuse your communications with valuable insights, tips, or styling guides related to your products. This not only helps build trust but also positions your brand as a resource rather than just a sales entity. For instance, include a quick guide on how to style an item, share customer testimonials, or present care tips for a product type. Conclude these emails with your promotional offer to maintain a balance between value and sales.

4. Address Common Questions: To streamline the buying process, consider answering frequently asked questions in your emails. Although this information may be available on your website, including it directly in your emails can save your subscribers time and effort. Address key concerns like sizing, returns, and shipping details right within your content. This proactive approach helps potential customers make informed decisions quickly, reducing the likelihood of abandonment at the checkout stage.

5. Streamlined Click-Throughs: Ensure that all links in your emails lead directly to the relevant product pages or categories. Reducing the number of steps between the email and the purchase is crucial in minimising distractions. A seamless transition from email to the website increases the likelihood of conversion, as potential buyers can quickly access what they’re interested in without getting sidetracked.

6. Incorporate an Opt-Out Option: If you're worried about overwhelming your subscribers with additional emails, consider including an opt-out link. While not all email platforms allow for customised opt-out links, tools like Klaviyo and MailerLite offer options to create one. For instance, you could direct users to a simple URL like yourdomain.com/optout. This provides a clear choice for subscribers who wish to limit communication while ensuring that those who remain are genuinely interested. Additionally, you can segment your list to exclude those who opt out from future campaigns, maintaining a healthy engagement rate.

Additional Tips

In addition to your core email marketing efforts, there are several strategies you can use to amplify the impact of your sales promotion and ensure you're covering all bases.

1. Leverage Your Website for Reinforcement
Make sure your website is aligned with your black friday email marketing and social media promotions. A great way to do this is by using reinforcing imagery or banners on your site. This could be as simple as a floating banner at the top of your homepage announcing that your sale is on, what it entails, and how long it will last. This constant reinforcement ensures that wherever your audience interacts with your brand, they are reminded of the promotion especially during the black friday email marketing campaign.

2. Customise Your Automation Sequences for Promotions
If you already have automation in place, such as abandoned cart emails or browse abandonment triggers (for those who view your product pages but don’t add to cart), tweak these automations for your promotional period. Instead of sending the standard message, swap it for a special email that ties into your campaign. A simple message such as, "Hey, we don’t want you to miss out on our big sale!" can give hesitant customers a final push to complete their purchase. Ensure you include relevant information such as free shipping, size guides, or any other FAQs that might be common concerns, even if you've covered them before. Reassuring customers with these details can help reduce friction and increase conversions.

3. Maximise Customer Support Visibility
During your sales period, it's crucial to let your customers know that you're available for any questions they might have. Including a simple line in your emails like, "If you have any questions, I’m closely monitoring my inbox during this sales promotion period," can encourage people to reach out for assistance. This added layer of personalised service could make the difference in someone deciding to complete a purchase, making your black friday email marketing campaign more effective.

4. Reiterate Key Information in Your Emails
Don’t be afraid to repeat important information during your sales period. People may not have seen earlier emails, so highlighting details like free shipping, return policies, or size guides in every email ensures you're tackling any objections. These reassurances can help guide hesitant shoppers towards making a purchase.

5. Turn Off Smart Sending (If Using Klaviyo)
A common mistake many businesses make during time-sensitive sales periods is leaving the smart sending feature on. In Klaviyo, for instance, this default setting prevents emails from being sent to anyone who has received another email from you within the last 16 hours. For promotions, it's essential to turn this feature off to ensure every customer receives your black friday email marketing efforts. The content is timely and crucial, so make sure no one misses out unless they've explicitly opted out.

Sample Email Plan

To wrap things up, here’s a sample email plan to give you a clearer picture of how you might structure your email series for a black friday email marketing campaign, launch or special promotion. Of course, this can be adapted to fit your own style, timeline, and strategy, but it’s a helpful guide to get you started.

1. Tease with a Mysterious Hint (First Email)
Start by sending an email with a touch of mystery, building excitement about what’s coming in your black friday email marketing campaign. This could be something like, "Something exciting is on the way… stay tuned!" or "You won't want to miss this!" You don't need to give away too many details—just enough to pique their curiosity and encourage them to stay tuned for the next email. The goal here is to grab attention and get people anticipating what’s next.

2. "Are You Ready?" (Second Email)
As you get closer to your launch, send a follow-up email prepping your audience. This could be a day or two before the big announcement. Use this email to set the stage by sharing the schedule of what’s to come. You could say something like, "Mark your calendar! Tomorrow, at [time], we’re launching something special just for you." Give them just enough information to get them ready for what’s next without spilling all the details.

3. Official Launch Announcement (Third Email)
On the morning of your launch day, send out a direct email announcing the offer. Keep it straightforward and focused. You might include a subject line like "It’s here: [Product/Offer Name] is now available!" and inside the email, provide clear details about what’s available, why they’ll love it, and how to purchase. You can feature your products or services, keeping it quick but impactful.

4. Highlight the Benefits (Fourth Email)
Later that same day, send a follow-up email, but this one should take a different approach. Instead of being another direct pitch, focus on the benefits of your offer and how it will improve the lives of your customers. Share a story, a testimonial, or dive deeper into the emotional outcome of using your product. Whether it’s about boosting confidence, saving time, or solving a key challenge, connect with your audience on a personal level. This is where you build that emotional connection.

5. Answer FAQs (Fifth Email)
The next day, send an email that addresses any frequently asked questions. This could be about product details, sizing, pricing, or delivery information. Make this email a helpful resource, giving your audience everything they need to make an informed decision. People often have last-minute hesitations, so this is your chance to reassure them and remove any obstacles to buying.

6. Final Countdown Begins (Sixth Email)
As you near the end of your launch or promotion period, send a reminder email letting your subscribers know they only have 24 hours left to take advantage of the offer. Use a subject line like, "24 hours left to get [Product/Offer Name]!" In this email, you might focus on one key challenge that your product helps solve, or highlight something specific that could help someone make their final decision.

7. Last Chance (Seventh Email)
On the final day, send two more emails. The first one in the morning should be focused on the last opportunity to buy, but with a more indirect subject line and message. For example, you could tap into a challenge or frustration your audience may be experiencing and position your product as the solution. This could be a more emotional email, focusing on the pain point that your product addresses.

8. Final Hours (Eighth Email)
A few hours before the offer closes, send a final email with a direct, no-frills approach. This is the "last chance" email with a subject line like "Final Hours: Don’t Miss Out!" Keep the content short and clear—remind them that the offer is ending and encourage them to take action now. You can include product images or a quick feature list, but the focus should be on urgency and motivating your audience to act before it’s too late.

So there you have it...

I hope all of these tips and strategies have sparked some inspiration and provided you with practical steps to take forward. Whether it's refining your messaging, nailing your timing, or optimising your offers, just one or two quick adjustments can make all the difference in your next campaign’s success. I know I covered a lot of ground, so don’t hesitate to revisit whenever you need a refresh—especially if you're in the middle of planning a major promotion.

Ultimately, my goal is to help you run your best campaign yet, and these tried-and-true strategies can set you up for that. But if you're feeling like you'd benefit from even more tailored support or hands-on guidance, I encourage you to check out my Ecommerce Sales Pack. It's a comprehensive toolkit designed to help ecommerce businesses like yours execute high-performing promotions with ease. From copy-and-paste email scripts to detailed strategies, it's all geared towards maximising your next Black Friday, flash sale, or any other promotion you have lined up.