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50+ best Black Friday subject lines [backed by data]

Reading Time: 8 minutes

The arrival of cooler temperatures and the rustle of leaves underfoot is synonymous with autumn — the same is true of the holiday season. This means that it’s time to focus on crafting compelling Black Friday email subject lines for your campaigns.

If you’re feeling stuck about what to write, we’re here to help. Research of BFCM emails shows that less is more: for open rates, the best Black Friday subject lines have up to about seven words.

In this article, we’re going to share more of the best Black Friday email subject lines, as well as the best incentives for the shopping weekend, to help you make this your best BFCM yet.

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The best Black Friday subject lines: key takeaways

As already mentioned, we carried out research on previous Black Friday email subject lines. Here are the most interesting tips that we gathered from our Black Friday subject lines analysis:

  1. Using customers’ names may not be necessary for your BF subject lines: Our best-performing Black Friday emails thrived without it. Still, consider running an A/B test during the pre-sale to see what resonates most with your audience.
  2. Words like “Black Friday,” “deals,” “%,” and “off” still work: You can stick to these classics to signal exactly what bargain-hunting shoppers are looking for on Black Friday. They work perfectly when it comes to sales or offers.
  3. Present discounts with percentages, particularly 30%, 50%, and 25%: These offers consistently outperformed other discount formats in subject lines. Just remember to put that percentage sign front or center so subscribers can see it fast.
  4. Use short and concise subject lines: Deliver your entire Black Friday message, including that hefty discount, in the first 40 characters. Anything more than that becomes hidden for mobile users.
  5. Command attention with active words and calls to action: Phrases like “buy,” “get,” “shop,” and “save” always drive BF open rates. Nothing motivates holiday shoppers like a clear call to action.
  6. Emphasize scarcity and time reference: Create FOMO with words like “now,” “until midnight,” and “while they last.” Adding a clear deadline or inventory alert can turn browsers into buyers.
  7. Use emojis to stand out in crowded inboxes: Consider testing holiday-themed emojis against shopping-focused ones to see what resonates with your audience.
  8. Write up to seven words. Keeping it short and sweet does wonders for your BF email open rates. Pair it with a time-sensitive offer to make your email stand out even more.
  9. Add “chance to save” or “coupon”: These phrases grab your audience’s attention instantly. After all, Black Friday shoppers anticipate bargains during this holiday.
Try our subject line tester to get high open rates on your Black Friday emails this year

Black Friday email subject lines: tips and examples

A 2024 survey reported that 75% of consumers across the US plan to do their BF shopping online. So, we expect inboxes to become crowded with all kinds of product recommendations. However, these email subject line tips can inspire your BF campaigns and capture your target audience’s attention:

Highlight percentage discounts (as always) 

Perhaps the easiest way to make your store more attractive to your audience is to help them save money using discounts — we all want more for less.

Long before Black Friday even shows up, customers are on the hunt for the best deals of the season, and ecommerce merchants respond in kind.

During past Black Friday/Cyber Monday weekends, the percent sign (%) was used in a significant portion of Black Friday email subject lines sent to more than 5,000 subscribers in English-speaking countries.

Our research has consistently shown that the most popular discounts that retailers offer in their email campaigns are the following:

  • 30% discount (16%)
  • 50% discount (14%)
  • 25% discount (13%)
  • 20% discount (13%)
  • 40% discount (9%)

Our tip for the holidays: Get the word out about what you’ll be offering in November. Put a banner on your site, send out a few teaser campaigns, and make sure your customers are excited about your sales this holiday season. However, as discounts are prevalent in holiday promotions, it would be wise to combine the trusty discount with another added value this year.

Best Black Friday subject lines for campaigns with discounts

(Data is sourced from previous analysis of the best Black Friday email subject lines, focusing on campaigns sent to databases of more than 5,000 subscribers.)

Subject lineOpen rateIndustry
Black Friday Warning: $9.99 Deals Selling Out Quick!50%Jewelry and accessories
Last Chance to Save Up To 50%49%Sports and recreation
December Newsletter and 25% OFF Coupons45%Food and beverage
Get Our Amazing Deals Now! — 25% OFF44%Fashion and apparel
Last Chance to Save Up To 50% OFF49%Sports and recreation
Early Black Friday Access — Up to 79% Off37%Fashion and apparel
Save up to 40%! Black Friday Sale Now Live!40%Fashion and apparel
How About 40% OFF?38%Fashion and apparel
Reminder: Black Friday 40% OFF! is closing ?35%Fashion and apparel
Shop SMALL and Save 30% ??25%Health and beauty
Surprise! 25% Off Sitewide22%Health and beauty
⚡️ 25% Off EVERYTHING ⚡️ The Biggest Sale We’ve Ever Had22%Fashion and apparel
Supercharge your next BFCM campaign with Omnisend’s seasonal forms and pre-built email and SMS workflows

Check out these helpful resources on creating an effective discount strategy:

The ultimate guide to discount pricing strategies [+ examples]

The advantages and disadvantages of discounts

Add a special touch with gifts

Everyone loves a free gift, and everyone gets into the gifting spirit when they’re getting a little something for themselves, too!

Sometimes, a little extra something to treat your customers or add on to their gift can be a great way to make it more attractive to shop at your store over your competition. It can be something as simple as free samples added at checkout (but advertised at the cart) or more widespread, such as a BOGO (buy one get one) sale.

Our tip for the holidays: Offer a free gift with a spending threshold to encourage a higher AOV. This helps make the freebie worth your while and makes your customers feel appreciated. Also, don’t forget to mention your gift in the subject lines or preheaders — this can help you increase open rates.

Best Black Friday email subject lines for campaigns with gifting

Subject lineOpen rateIndustry
The Perfect Ski Gift — Free Shipping on The Man Behind the Maps!27%Books, music, and video
We made an Oops! ? Cyber Monday BOGO 50% Off!17%Fashion and apparel
It’s Cyber Monday! Get a free Premium Travel Case32%Computer and electronics
Few hours left for BOGO!?17%Health and beauty
BOGO — Buy One, Get One ? Cyber Monday Deal16%Fashion and apparel

To capture attention with emails during holidays, read this:

35 best holiday email subject lines & most popular emojis

Offer shipping deals

Everyone loves free shipping — and during the holiday season, free and upgraded shipping will be a must-have for many customers.

With bigger retailer giants like Amazon offering free shipping year-round, it’s become a standard in the ecommerce world. Having to pay for shipping today has a bigger negative impact on customers than it did a few years ago.

But offering free shipping year-round isn’t sustainable for some. If you can’t offer it all the time, rope it into your promotions for the holiday season. And if free shipping is something you frequently offer, take it a step further: offer free upgraded shipping.

As mentioned, last-minute shopping happens, and there’s always one gift that slips through the cracks. Offering a last-minute free upgraded shipping option to your customers who reach a certain spending threshold can help them make shopping with your brand a priority.

Our tip for the holidays: Go the extra mile this holiday season. If you don’t normally offer free shipping, this is your chance to promote it to your customers.

If you want to add that extra special bit of convenience to your busy last-minute shoppers, offer free expedited shipping with expected shipping times and “last day to order” information posted clearly on your site.

Best subject lines for Black Friday campaigns with free shipping in focus

Subject lineOpen rateIndustry
50% OFF or Free Shipping (YOUR CHOICE) ☺️22%Fashion and apparel
SHIPPING INTERNATIONALLY? GET YOUR ORDER IN TODAY!20%Fashion and apparel
A Special Offer For Supporters — Free Shipping on The Man Behind the Maps!38%Books, music, and video
Black Friday | Free Shipping Start Now!19%Garden and home improvement
★ FREE SHIPPING! Black Friday Drops Now ★19%Fashion and apparel
40% Off and Free Shipping For One Day Only19%Fashion and apparel

Get inspiration and actionable tips for using emojis in email subject lines:

Using emojis in email subject lines [guide + examples]

Write up to seven words

Less is more when it comes to BFCM email subject lines. Our analysis of BFCM emails has shown that concise subject lines can increase open rates. The sweet spot is between five and seven words. 

Think about how emails appear on mobile devices, where longer texts are cut off. Also, busy shoppers are more likely to engage with concise messages that quickly communicate value.

Plus, short subject lines force you to focus on what matters most: the deal, the urgency, or the exclusive offer. They also entice customers to click without overwhelming them with too much detail upfront.

Our tip for the holidays: During Black Friday, inboxes tend to overflow with promos. So, if you’ve been using lengthy subject lines, now’s the time to start crafting and testing the seven-word secret formula. You can even pair it with a time-sensitive offer. This can make your email stand out and motivate action.

Best subject lines for Black Friday campaigns with up to seven words

Subject lineOpen rateIndustry
30% Off: Shop Our Holiday Collection Now ?️20%Home decor
Cyber Monday Chaos: 20% Off Everything22%Retail and ecommerce
Style Steals: 30% Off Winter Coats18%Fashion and clothing
New Year, New You — Shop Now17%Fitness and wellness
Limited Time: Buy One, Get One Free23%Beauty and cosmetics
Christmas Tree: Free Delivery this week19%Home and garden
Shop ‘Til You Drop: Black Friday Blowout24%Retail and ecommerce
Black Friday is back! ? Shop now!25%Retail and ecommerce
Black Friday Sale — Tech Under $10023%Tech
Unlock Free Trial for Premium Plans21%SaaS and tech

Consider adding phrases like “chance to save” and “coupon”

BFCM shoppers are all about one thing — scoring the best deals. They eagerly anticipate these sales because they know it’s their chance to save big on everything from tech gadgets to fashion must-haves.

The excitement isn’t just about buying. It’s about the thrill of finding unbeatable discounts and exclusive offers that they can’t get any other time of the year.

So, when an email hits their inbox with phrases like “chance to save” or “coupon,” it grabs their attention instantly. Whether it’s a limited-time coupon or a surprise discount, shoppers love getting more for less.

Our tip for the holidays: Step up your holiday email marketing with subject lines that promote savings opportunities. Focus less on more specific deals like “buy one get one” (BOGO), and keep the wording broad but enticing. Phrases like “Exclusive Holiday Offer” or “Chance to Save Big” create excitement and curiosity. 

Best subject lines for Black Friday campaigns with “chance to save” and “coupon”

Subject lineOpen rateIndustry
Save Up to 50% on Productivity Apps20%SaaS and tech
Tonight Only: Save 30% on looks ?22%Fashion
Grab Your Coupon Now on Home Appliances Discounts18%Home improvement
Special Coupon: Black Friday Gaming Deals23%Gaming and entertainment
Double Coupon Day: Kitchen Essentials Sale20%Kitchen and housewares
Hot Saving ?: Fitness subscription17%Sports and fitness
Black Friday Coupon: 60% Off Beauty24%Beauty and cosmetics
Last Chance: Save 15% on Flights22%Travel
Exclusive: 25% Savings on Fall Fashion21%Fashion
? Wellness Deals Alert – Save Big19%Lifestyle

Bonus: Check out a few extra subject lines that demonstrated great results in previous Black Friday events

Subject lineOpen rateIndustry
Early Black Friday Sale Starts NOW!46%Computer and electronics
Black Friday Sale — Huge Savings While Stocks Last!41%Computer and electronics
Black Friday Deals EXTENDED Through Sunday!40%Computer and electronics
Expires at Midnight — Exclusive Thanksgiving Offer!40%Computer and electronics
? Target Hot Black Friday Deals and More36%Garden and home improvement
‼️ FLASH SALE ‼️ Save On Your Order…20%Fashion and apparel
? ? BLACK FRIDAY Big Brand Sale ? ?19%Fashion and apparel
✨ ?️ BLACK FRIDAY DEALS! ?️17%Fashion and apparel

Wrap up

Crafting attention-grabbing Black Friday email subject lines doesn’t have to be complicated.

Focus on convenience, remove the roadblocks from your customers’ paths, and make sure you write bright and actionable subject lines. You’ll find that your customers will thank you with more purchases and higher-order values!

Start using Omnisend for free today and supercharge your holiday email campaigns
Karolina Petraškienė
Article by

Karolina is a content project manager and team lead at Omnisend, where she blends creative strategy with a keen focus on competitive intelligence. Outside of work, Karolina finds balance through her love of gardening, exploring new hiking trails, biking, and raising a bunch of boys.


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