10 best Black Friday email examples and templates [2024]

Reading Time: 10 minutes

Black Friday is a major shopping event, offering businesses the opportunity to boost sales through Black Friday email campaigns and other strategies. 

As always, the competition will be fierce this year, and your marketing strategy needs to be on point. In 2023, trends show that marketers are adopting creative approaches. According to our report, over 48% more SMS campaigns and 46% more automated SMS were sent by Omnisend users in the first half of 2023.

Businesses use multiple channels to reach their audience. Your Black Friday email should tap into this momentum, grabbing customers’ attention and driving sales during the year’s busiest shopping season.

Don’t worry if you’re not sure where to begin. We’ve curated the 10 best Black Friday email marketing examples and templates for 2024 that can inspire your campaigns.

Read on to find out.

10 best Black Friday email examples

To get good motivation, let’s look at 10 of the best Black Friday promotional email examples you can be inspired by for your Black Friday campaigns:

1. Stumptown Coffee Roasters

Stumptown Coffee Roasters presents a standout Black Friday email that captures the essence of the holiday shopping spirit. The email’s tone is friendly and playful, and it resonates with the festive feel of Black Friday.

The email copy’s simplicity lets the deal speak for itself. The call to action is clear and easy to follow, and the instructions are simple: use the promo code at checkout to enjoy 20% off sitewide.

As a subscriber, you can enjoy the benefits of early access to the Black Friday deal. The deal is a great way to get customers to see what else Stumptown Coffee Roasters sells because it applies to all the products and seasonal exclusives. Plus, the free shipping for orders over $45 is a strong motivator:

How you can create a better Black Friday email

Adding featured product images helps bring the promotion to life and makes the offer feel more tangible. Including a countdown timer in the email to hint at the early access period or end of the sale creates a sense of urgency.

2. reMarkable

This Black Friday email by reMarkable captures attention with its clear and compelling message. This clarity in messaging is important for Black Friday emails, as customers often receive many options.

The concise headline communicates the message, “Black Friday Offer,” to attract recipients seeking deals during this period. 

The offer’s duration is clearly stated to drive prompt engagement. However, the specifics of the offer remain undisclosed to incite curiosity and tempts further inquiry.

Using bigger fonts and contrasting colors captures attention and highlights essential details such as the offer validity period and the call to action button. The striking orange CTA button pops against the black-and-white design, drawing your eye straight to the message:

How you can create a better Black Friday email

To create an effective Black Friday email, you can leverage the element of exclusivity. Instead of just stating the offer period, mention the exclusive bundles available only to email subscribers. Doing so will encourage recipients to act quickly to secure the special offer.

3. Brooklinen

Brooklinen’s Black Friday email does a fantastic job of grabbing attention with its Black Friday sale headline. The headline captures attention, is concise, and is to the point, just like the email copy. 

The clever choice of words — “our biggest” — sparks curiosity, making customers wonder just how significant the sale might be. It adds urgency with a “last chance” reminder and an impressive offer of saving “up to 50%” on bundles. 

Including reviews adds a layer of social proof. Potential buyers can see that others love Brooklinen products, and the five-star ratings add credibility. 

The visual hierarchy of this email adds to its effectiveness. The headline stands out at the top, while the reviews section is below to support the initial sales message:

How you can create a better Black Friday email

Add engaging visuals, like GIFs, to make your Black Friday email more dynamic. A GIF can also help guide the reader’s eyes toward the CTA. 

4. Snif

Out of all the Black Friday email examples, this is one of the most clear and straightforward. The colors are bright and catchy, and the visual elements are distinctive.

The brief email copy ensures that the main points are visible. The message is simple, and the offer is clearly stated. The email also features different products, which makes it inviting by giving the recipients various choices.

Snif also highlights the limited-time nature of the sale in this email, stressing that this opportunity only comes once a year. 

Another key feature of this Black Friday email that can prompt recipients to engage is using a promotional code, SNIF30. By requiring a code at checkout, Snif engages customers, encouraging them to take action: 

How you can create a better Black Friday email

To improve this email, you can offer exclusive deals, such as an additional discount or free shipping, to your subscribers. This can make your email campaign feel special and make your subscribers more inclined to purchase.

5. Inch2

The DTC brand, Inch2, stays true to itself. The email design is clear and minimalistic. It uses classical colors (black, white, and red) and looks bold.

In addition to the clean look and clear email structure, it’s brilliant that the brand highlights its best sellers since showcasing the most popular products adds value and draws attention.

Writing 50% off on selected items makes the readers curious about what’s in the store and what products are on discount, motivating action. This strategy is highly effective in driving sales.

How you can create a better Black Friday email

This email example is pretty solid. However, you can improve it by including social proof, such as customer reviews. Including this Black Friday email idea encourages recipients to make a purchase.

6. Machine Fitness

As you can see, this brand implemented a straightforward design solution for its email campaign.

You can see a clear, white-on-black offer, a handsome model who looks at you and makes it personal, a CTA button that stands out, and a few best-sellers with discounted prices.

If all these elements were on a white background, the email wouldn’t be very striking. But the black is a game-changing design decision:

How you can create a better Black Friday email

This email could benefit from incorporating a sense of urgency in the copy. Instead of simply stating the discount, you can clearly indicate when the offer ends. Phrases like “Sale ends at midnight!” or “Only 24 hours left!” can motivate customers to act quickly.

7. Blume

When you think of Black Friday emails, what comes to mind? A flood of discounts and flashy graphics? Blume flips that script with its Black Friday email. This email presents the offer in a conversational style. 

From the start, it feels like a friend sharing shopping advice rather than a company pushing a sale. Blume’s COO, Bunny, uses a genuine tone of care in wishing customers well for the holiday season, which makes it relatable. 

The main offer of 30% off is clear and prominent. It’s repeated at different points to ensure the deal sticks. 

Including an extra perk, like the free buds with purchases, adds value to the offer. This kind of tiered incentive can give the audience a little extra nudge to shop:

How you can create a better Black Friday email

Consider including lifestyle photos that show the products in use and a link to a post describing the routine with the featured products. 

8. Gymshark

Gymshark kicks off the email highlighting the enticing offer of up to 70% off everything. Who wouldn’t want to score such great deals? Also, the tone feels easy and not a hard sell.

Although the copy is a bit longer than most Black Friday email campaigns, it balances informative and conversational, making it enjoyable to read. 

This is one of the best Black Friday emails that addresses a common concern — returns. Including this element in the email copy is a great idea, especially as customers may hesitate to buy items online during sales.

However, the mention of a simple and extended return process can help ease potential anxieties about purchases:

How you can create a better Black Friday email

With such a big discount, it could be overwhelming for customers to know where to start looking. Adding a “We think you might like” section reduces the number of clicks the reader needs to go through to make a purchase.

9. Huckberry

This Black Friday email from Huckberry stands out with its generous offer of up to 40% off and an impressive selection of 180 products for customers to explore.

In terms of layout, the email does an excellent job of balancing visuals and text. Each product has an eye-catching image, short descriptions, and a clearly marked discount.

Huckberry also makes urgency a key feature of its emails. The sale timeline is clearly stated, so customers know they have limited time to snag these deals. 

The use of customer reviews is another element that sets this email apart. When potential buyers see what others love about the products, it can make them more inclined to purchase:

How you can create a better Black Friday email

While Huckberry’s email does its job, there’s always room for improvement. Consider adding a sense of scarcity. You can mention limited quantities or a “first come, first served” approach to create a sense of urgency and encourage swift action.

10. Omnisend

This Omnisend email stands out in our list of the best Black Friday email examples and is an excellent example for SaaS businesses. 

A 30% discount on the three month plan is hard to resist. The discount can give potential customers a solid reason to consider upgrading. The urgency is also clear, as the email emphasizes when the offer ends to prompt action.

The design of the email is another strong point. The use of bold text ensures that key details stand out. You can easily spot the discount code and important details.

Also, the email mentions what’s in it for the customers beyond the discount, like unlimited web push notifications and extra SMS credits, which is compelling. After all, why wouldn’t you use a platform that works with you, not against you?

How you can create a better Black Friday email

Instead of relying solely on text, you could incorporate more striking graphics or interactive elements. Adding countdown timers can create urgency in a visually engaging way. You can also use a well-placed, animated button to draw attention to the email call to action.

Best Black Friday email templates

Now that we’ve got a good idea of effective Black Friday email campaigns let’s use that to create some brilliant Black Friday email templates.

We’ll present you with five that we’re confident will give you everything you need to stand out this Black Friday.

Remember, you should always include the likes of social links, addresses, and unsubscribe links at the bottom of your emails.

1. Black Friday newsletter template

This template is inspired by some of the best Black Friday email examples. You can feature eye-catching graphics and a bold color scheme. A prominent headline is also necessary to highlight the theme of Black Friday. Don’t forget a CTA within the email, which should be concise and hard to miss.

2. Black Friday sale template

In this template, the CTA button is brightly colored to make it pop. You can use the same color in your email to direct readers to your store. Finally, don’t forget the footer of your email, where you should include important details like social media, contact links, and a link to other products.

3. Black Friday discounts template

Here’s one of the simple Black Friday email templates focused on communicating the value of the discount offered. The copy is compelling and contains the discount information. When crafting your email, consider how to instill that same detail in your message. You could include a brief note about your products to make your offer more relatable.

4. Black Friday fashion sale template

This template is a fantastic starting point for creating a Black Friday email for your fashion sales. Minimal copy is used here, while the visuals stand out. If you’re using this template, ensure a clean and simple layout. Use high-quality images of your products to showcase what’s on sale and make your text concise.

5. Black Friday jewelry sale template

Here’s another template from fashion brands that draws inspiration from the best Black Friday emails. It focuses on showcasing the beauty of the products on sale. To use this template, you can segment your best-seller section based on product category. Also, use engaging visuals and clear descriptions to showcase your products.

Final tips and takeaways

• Choosing a responsive and mobile-friendly email template is the most important thing when planning your email campaign. Make sure that your email subscriber can view your email correctly.
• Stay true to your brand identity. A Black Friday email should be bold and stand out, but it should still be in line with your brand. Take a look at our research on which Black Friday emails perform the best.
• Don’t overuse email elements. Stick to a clear structure, focus on the offer, and a call to action button.
• Send more than one Black Friday email. Schedule at least five or seven Black Friday/Cyber Monday emails throughout the week. This will help you get more traction and sales.