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8 Black Friday Sale Emails Built to Boost Conversions

Beefree team
Beefree team
Nov 6, 2019
8 Black Friday Sale Emails Built to Boost Conversions
8 Black Friday Sale Emails Built to Boost Conversions

For Americans, Thanksgiving is an important holiday that typically includes turkey, football, and time with family. But for many people, the day after Thanksgiving is just as exciting — and it’s celebrated not only in the U.S. but all around the world.Black Friday is an enormous event and marketers need to take notice. We've gathered some inspiring Black Friday sale emails just in time to help you build your own holiday campaign and increase conversions!

Why Black Friday?

Black Friday garnered $8.9 billion in sales in 2021, and you can get in on a corner of that revenue by ramping up your Black Friday email marketing efforts. Customers have positive feelings overall about Black Friday because it’s become a tradition — the day carries nostalgic feelings for many shoppers, meaning they’re more likely to keep buying year after year.Market your brand to help conversion rates improve this Black Friday. An email newsletter is a great channel to reach customers with new offers. Here are some of the best Black Friday emails to help you get some inspiration for your own promotional emails.

#1. Strategize

Before you can create your Black Friday sales emails, you need to decide two things: what you’re going to offer and the best method of getting that message across. Clothing company Pact mentioned several discounts in the subject line but focused on the best deal in the body of the email. Pact also did a good job pointing out that shoppers could buy gifts for others; often people are more likely to purchase for someone else than for themselves.Subject line: Doorbusters: $25 hoodies. $5 socks. $15 leggings & more

black friday sale email example

#2. Start early

It's best to begin sending emails about Black Friday well in advance — as much as a week prior. You can either start your sale that early too, or simply use the time to increase awareness and anticipation. Joe’s Jeans sent this email on the Tuesday before Black Friday. Since people’s inboxes will be flooded closer to the weekend, starting early is a good way to get out ahead of the deluge.Subject line: BLACK FRIDAY BEGINS! Up to 30% off

black friday email marketing

#3. Improve your Black Friday email subject lines

Black Friday email subject lines can be tricky, but it's worth spending some time getting them right since they can really help boost conversion rates. These four subject lines all have elements that make them successful:

  • WILDFANG’s subject line is clever
  • The New York Times promises major deals
  • Crate and Barrel announces multiple chances to save
  • Banana Republic creates urgency

According to one study, Black Friday email subject lines with the words “Black Friday,” “OFF,” and the symbol “%” perform well. Using these words in your subject line can help improve your conversion rate.

best black friday email subject lines

#4. Cover all your bases with your CTAs

In this Black Friday sales email, Yankee Candle offered two separate CTAs: one for shopping online and another that led to an interactive map to help readers find a store location near them. While many Black Friday shoppers still frequent stores, others prefer to do their shopping from the couch, with online sales going up by 26 percent in 2018. If you have an in-store option, create separate CTAs to cater to all shoppers.Subject line: LAST CALL: $5 Tumbler Candles

black friday sale email

#5. Create a countdown

Adding a countdown to your email is a fun way to add a sense of urgency, giving shoppers a visual to help them understand that the clock is ticking and they need to act fast to get the deal. Mattress company Leesa sent an email the day after Black Friday, letting customers know they had extended their deal — but that the offer was only available for so long, and their very visible timer reinforced that message. (If you create your Black Friday sales emails using the BEE drag-and-drop email editor, you can easily add a countdown timer.)Subject line: Kelly, we’ve EXTENDED our Black Friday offer

black friday email countdown

#6. Induce FOMO

The language you use in your email is important, and using a bandwagon approach can make your subscribers feel like they’re missing out if they don’t jump on board. Here, Function of Beauty added some creative CTA copy: NO MO’ FOMO. You can increase conversions by using language that suggests people need to shop with you during Black Friday because that’s what everyone else is doing.Subject line: ?ONE MORE DAY!? 25% off + the color everyone’s talk about

black friday sale email example

#7. Design strategically

Don’t forget about email design during the holiday rush — it’s more important than ever. Like Boll & Branch, play around with fun holiday imagery and use a holiday-centric color scheme. For Black Friday sale emails, it’s also important to design your email around your main selling point (in this case, a 25%-off discount). Use one of BEE’s drag-and-drop email templates to easily create a simple email that focuses on the main CTA without too many distracting design elements.Subject line: Last chance for Black Friday savings!

black friday email design

#8. Send an email on Saturday/Sunday

Consider surprising your customers by extending a sale through the weekend, in case their inboxes were too flooded on Friday to catch it the first time around. Crate and Barrel sent this email on Saturday, giving shoppers an opportunity to visit the sale one last time. (If you’ll be participating in Cyber Monday, you can tease those upcoming sales, too.)Subject line: missed Black Friday? today’s YOUR day.

Extending black friday sale email

Wrap-up: Black Friday email marketing

Are you ready to start designing your Black Friday sale emails? The BEE team has created Black Friday email templates, includingBlack Friday Discountby Jesus Albusac and Black Friday Sports E-commerceby Matteo Della Chiesa, in addition to a Black Friday Cosmetics template by designer Gaia Zuccaro to help you create emails that get more conversions this November.Just sign up for a free accountand start designing!

Use this template in Beefree!

Use this template in Beefree!

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Why use Beefree for professional email campaigns?

Before we jump into the nitty-gritty of using Beefree, let's quickly go over why this tool is worth your time. There are a lot of email marketing tools out there, but Beefree stands out from the crowd for a reason. Let’s break down the unique benefits that make it an invaluable asset for anyone serious about email marketing:

Design made easy:

According to HubSpot, well-designed emails can drive open rates as high as 30%. Maybe you’re following up with leads from a recent webinar or you want to reach potential clients after a product launch. But you're finding yourself stuck because crafting professional emails and landing pages that capture attention is no easy feat.

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Time-saving features:

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According to a Beefree report, 82% of users report faster email creation. The ability to save and sync reusable content blocks means you can replicate what’s working without reinventing the wheel each time. Once you find a winning format, you can use it again and again with minor tweaks to fit the audience or campaign.

Maybe you’re following up with leads from a recent webinar or you want to reach potential clients after a product launch. With Beefree’s templates, you can get those messages out quickly and make sure your brand stays top-of-mind for your audience.
Using email cadence software like QuickMail ensures that outreach campaigns maintain a structured and effective flow, preventing overwhelming inboxes while keeping engagement high.

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Increased engagement:

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Getting started with Beefree templates

Alright, now that you know why Beefree is so powerful, let’s talk about how you can get started with their massive library of templates. This section will walk you through choosing and customizing a template that works for you.

1. Choose your template

The first thing you want to do is pick a template. Beefree’s catalog has templates for just about every sector—whether you're in retail, healthcare, SaaS, you name it. With a variety of options, you can find something that suits your goals perfectly, whether for a simple newsletter or detailed marketing report templates. Say you're promoting a webinar—just pick a template that’s built to highlight your CTAs, and you're off to the races.

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2. Personalize

Consistency is key to building trust, and when your emails have a cohesive look, it helps recipients recognize your brand. It is also important to follow a brand style guide for your email campaigns so that the audiences can associate elements like your logo, colors, and fonts easily with your brand.

When using a template, customization is key to making your emails and landing pages feel unique and relevant. With Beefree’s drag-and-drop editor, you can easily tweak templates to align with your branding. Adjust colors, fonts, and layouts, or add personalized content such as recipient names and company details. The flexibility ensures that your final output is as distinctive as your brand’s voice.

Plus, with so many people opening emails or landing pages on mobile devices, Beefree’s mobile design builder guarantees that they look great no matter what device they’re on. When your emails look good, people trust your brand more, and that makes them more likely to click through and take action.

Personalization isn’t just a nice touch; it’s essential for engagement. According to Campaign Monitor, personalized subject lines can increase open rates by 26%. By tailoring your designs to speak directly to your audience, you can create a more impactful experience. Furthermore, the platform’s collaborative features allow team members to provide input and make edits in real-time, enhancing efficiency and creativity.

1. Export

So, you’ve picked and customized your template—now it’s time to send those emails.

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In 2024, roughly 361.6 billion emails were sent per day. Whether you're using email for business or to keep in contact with your long distance cousin (do people still do this?), it’s easy to picture just how clogged someone's email can get. That's where modern day Email Service Providers (ESPs) come to save the day with trigger-based spam filtration tools.

For user these spam filters help ensure a smooth email experience, free of spammy and fishy emails. However, as email marketers, these filters lead us to be overly cautious out of fear that our emails are not accidentally filtered out.

Whether you’re employing a lifecycle email marketing strategy or simply confirming an order, we’ve outlined the basics of how spam prevention works, why it matters, and how to avoid running afoul of some commonly used triggers.

Why you need to avoid email spam triggers

Whether you’re an ESG reporting software or a travel company email spam triggers can email marketing performance and in turn hurt your business. For one, there’s the obvious reason that if your emails get sent to the spam folder, they probably won’t be seen. That's time and effort wasted.

Beyond that, being sent to the spam folder too many times delegitimizes your email marketing, which damages what’s known as your sender reputation. When just starting out, this reputation is effectively neutral. But if it gets too low, it could damage your marketing performance and even result in being blocklisted.

How email spam filtering works

As mentioned above, spam filters are implemented as a form of quality assurance and protection for end-users. Here's how ESPs determine content to be spam:

  • Sender reputation analysis: ESPs check sender reputation based on authentication, user complaints, bounce rates and sending patterns. They’ll also check the reputations of your IP address and web domain.

  • Content analysis: Content filtering uses triggers like keywords, formatting and error detection to distinguish spam from legitimate email marketing.

  • Blacklists: Along with sender reputation metrics, ESPs also cross-reference email senders against any of several blacklist databases. Being on even one of these means you’ll struggle to climb out of the spam folder at all.

8 common email spam triggers and how to avoid them

Now let's get to the good stuff. Prevention is generally the best strategy when it comes to avoiding email spam triggers. Here are seven factors commonly used by ESPs to filter spam emails, and the simplest solutions for dealing with them.

1. Lack of authentication

Missing authentication is one of the first red flags an ESP will pick up on. Authentication shows you’ve taken certain steps to establish legitimacy. It’s also used to prevent fraudsters from impersonating your brand online. There are three commonly used forms of email authentication:

  • Sender Policy Framework (SPF): This means publishing a list of mail servers and IPs with permission to send messages using your domain. This is one reason it’s important to conduct email marketing through a branded business email, rather than a personal account.

  • Domain Keys Identified Mail (DKIM): A cryptographic signature which shows a message’s original content has not been altered during sending. Think of it like the tamper-proof seal on a bottle of milk.

  • Domain-based Message Authentication, Reporting and Conformance (DMARC): A way for you to establish how you want receiving platforms to handle authentication failures related to your domain.

2. Shady linking practices

Link placement and presentation play an important role in email marketing. Aside from engaging recipients and securing click-throughs, using links appropriately helps avoid your emails looking like spam.

Questionable linking practices include:

  • Links to domains with poor reputations
  • Excessive numbers of in-email links
  • Compressed, modified or obscured links, particularly when generic link shorteners are used

Only link to your own authenticated domain. Also, use an unlimited bandwidth VPS to help ensure your website access speed is always stable and fast. This will give visitors the assurance that your site is legitimate.

Don’t forget to make the purpose of any in-email link absolutely clear.  

3. Content

Although the reason for an email landing in a spam folder is often related to authentication, reputation, or poor formatting, content can at times be the culprit. Here are elements that you should look at if you suspect that your content is why your emails are not reaching their recipients:

  • Typos
  • Irrelevant content that doesn’t foster positive engagement
  • Poorly translated text
  • Partner content with poor reputation
  • Possibly offensive content
  • URLs or images with poor reputation

Another thing to note is language detection filters. Various words, phrases and tone choices have strong associations with scam emails. This includes certain buzzwords, vague or exaggerated claims, or excessive sales jargon. However, this is only really an issue when you already have a bad reputation.

Nevertheless, let’s say you’re beginning to build your reputation back up and are conducting Black Friday email marketing. While it’s important to use engaging language and strong CTAs, you should avoid terms like:

  • Limited time only
  • 100% free
  • Make money from home
  • Avoid bankruptcy
  • You have won

4. Bounce rates

A ‘bounce’ is when an email doesn’t arrive in the recipient’s inbox. This could be due to it being sent to a fake email address, an out-of-date email that is no longer in use, a full inbox, etc.

When a sender frequently experiences high bounce rates for their emails, this damages their reputation with ESPs.

But how do you improve bounce rates and, therefore, your reputation? The best way is to have good segmentation practices to ensure the right content goes out to the right people. You should also keep your list clean by regularly evaluating it and removing hard-bounce email addresses as well as inactive subscribers.

Moreover, ensure you send relevant messages that your audience actually wants to receive. Of course, always be mindful of the rest of the triggers on this list to make sure you’re protecting your sender reputation.

5. Misleading email subjects

Even if you’re not trying to do anything malicious, misleading subject lines can trigger email spam filters. For example, an email might claim to promote educational B2B content about internal audit controls. Then, instead, link the user to a landing page to sell them a product.

Always set clear topic sentences as email subject lines. Try to summarize the content and intent of the email. If you’re sending a welcome email for customer retention or promoting, say, a product or sale, make it obvious before the recipient clicks on it.

6. Poorly written and formatted emails

Poor formatting and low-quality writing are other important email spam triggers. Common writing triggers include:

  • Overly vague language lacking personal detail
  • Typos and spelling errors
  • Being too brief

A marketing email can trigger spam filters if it lacks formatting of any kind, or if there are inconsistencies. It’s also suspicious when marketing emails lack branded color schemes, imagery or the correct logo design.
Avoiding these email triggers is simply a matter of emphasizing professional communication standards in email marketing.

7. Poor engagement

Low engagement manifests itself through a lack of interaction with your emails from the recipients—low open rates, click-through rates, and conversion rates, as well as low subscriber count are all indications. 

Consistently low engagement will likely result in your emails being filtered into spam. To combat this, you should strive to deliver good and captivating content tailored to your audience. More specifically, you can:

  • Use segmentation to personalize your emails and craft the most compelling content for each segment.
  • Put together attractive subject lines
  • Make use of solid and clear CTAs

8. Getting blacklisted

Improving your sender reputation, also means you don’t run the risk of being blacklisted. Blacklists are a useful prevention tool, but if you end up on one of these lists, your email marketing is more or less guaranteed to end up in spam folders.

Aim for prevention with email security and compliance training, and don’t send unsolicited marketing emails. You can also use a blacklist checking tool to make sure your sender emails haven’t been compromised.

Maintaining your sender reputation is essential

Email spam triggers aren’t all bad, they ensure that your well crafted messages aren’t drowned out and that users are able to easily see the emails they’re interested in. 

To reap these benefits, you need to keep an eye on these triggers and protect your sender reputation. Don’t worry, though. It’s easy to deliver marketing copy that avoids email spam triggers once you know what they’re looking for.

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