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10 brilliant Black Friday email marketing examples

Camilla Bass

By Camilla Bass, Senior Content Marketing Manager

7 Black Friday email examples that make us want to shop - featured image
5th September 2022

We’ve already posted our eCommerce guide to Black Friday, which includes 5 must-use tactics for boosting your Black Friday sales. Now let’s take a look at some of those Black Friday email campaign tactics in action for eCommerce stores. Read on for 10 of our favorite Black Friday email marketing examples that make us want to shop.

Tip: Click on the images to see the full examples.

1) Cart and browse recovery emails

With deals coming at them left, right and center, Black Friday shoppers can find themselves hopping between multiple websites and devices to bag the best deals for their holiday shopping. For shoppers who might have got distracted and switched to another website before making a purchase from your store, win them back with cart and browse recovery emails. The average Fresh Relevance client doing cart and browse abandonment sees a 10% uplift in revenue, making this a lucrative Black Friday email tactic.

Zee & Co sends cart abandoners an email with details of the carted items and a reminder of their Black Tag event.

Source: Zee & Co email

2) Price drop alerts

Another type of triggered email worth adding to your Black Friday toolkit is price drop alerts. Use these emails during Black Friday weekend to let everyone who has shown interest in the product know that it just got cheaper. With sales uplifts averaging 3%, price drop emails are an essential email marketing strategy during Black Friday.

Columbia alerts admirers of a particular shirt to the fact that this product is now available at a lower price, using prominent product imagery to remind shoppers of the item and enticing them with their fun ‘reveal new price’ call to action.

Source: Columbia email

3) Dynamic countdown timer

The clock is always ticking when it comes to Black Friday campaigns. So why not make the deadline visual and heighten the urgency with a dynamic countdown timer to count down the days, hours and minutes to the end of the Black Friday deal?

Cottages.com uses their countdown timer to highlight the approaching deadline for their Black Friday deals, helping to speed up the purchase process and increase the desirability of their products by creating urgency in their Black Friday emails.

Source: Cottages.com email

Awaze has seen a 40% increase in conversion rate across their cottages.com and Hoseasons brands with dynamic countdown timers in emails.

4) Product recommendations

Product recommendations are an effective way to connect shoppers with items that are most likely to resonate with them.

Jigsaw highlights their Black Friday bestsellers, which is especially helpful for new shoppers, as they might be in need of guidance for where to start their search.

Source: Jigsaw email

5) Popularity messaging

Popularity messaging is when retailers use real-time purchase and browse data to display how many other shoppers have recently viewed, carted or purchased a particular product. This tactic simultaneously increases urgency and makes products seem more desirable, making it a perfect tactic for your Black Friday marketing. It’s an effective way to help shoppers narrow down their options and highlight products that have resonated with other people.

Buyagift has seen a 13% increase in sales since implementing social proof tactics such as popularity messaging in their email marketing.

Source: Buyagift email

6) Dynamic pricing

During Black Friday (and holiday season in general), price slashing and extra discounts mean prices are often more fluid than normal. So it’s important to deliver the most up-to-date pricing in your Black Friday emails to your shoppers to avoid frustration and lost sales.

FFX uses dynamic pricing in their Black Friday emails, serving customers live pricing at the time of opening the email.

Source: FFX email

7) Product ratings and reviews

Customer reviews ease purchase anxiety and boost conversions. In fact, 1 in 2 consumers will extensively research and compare options before whipping out their credit cards and over half of consumers look for star ratings when making a purchase. So make your products stand out amidst a sea of Black Friday offerings by including reviews and ratings in your Black Friday email campaigns.

This email example from Bose isn’t just stylish, it’s packed full of substance too with five star customer reviews and ratings alongside the products displayed.

Source: Bose email

8) Company ratings and reviews

Hoseasons includes their Reevoo rating credentials in their Black Friday email, helping to quickly boost trust with consumers who will be hurrying to book a vacation at the best possible price while still needing to be able to trust the business they’re booking with.

Source: Hoseasons email

9) User generated content

User generated content is a great addition to any email, allowing you to show holiday shoppers what your products look like in real life and reducing your return rates within your email marketing campaign. Interaction with UGC increases in July and stays elevated through September, so it’s worth including customer content in your Black Friday email strategy.

Furniture brand Article includes UGC at the bottom of their pre-sale Black Friday sale email, showcasing real-life photos from customers. They also follow UGC best practice by telling shoppers which hashtag to use when snapping their favorite furniture pieces.

Source: Article email

10) Click and collect

Click and collect grew in popularity during the pandemic, with many consumers still relying on its convenience. So if your business offers this popular fulfilment option, make sure you shout about it in your marketing emails.

Lakeland dedicates a whole Black Friday marketing email to highlighting their click and collect capabilities, helping to boost conversions by giving those customers who favor this fulfilment option peace of mind.

Source: Lakeland email

The Black Friday email marketing stakes are always high. But armed with the best tips, tricks and inspiring Black Friday email examples, you’ll be able to pull out all the stops to create conversion-boosting emails that help shoppers snap up your best deals during this busy shopping season.

Make sure you’ve optimized your customer experience ahead of Black Friday weekend with our Ecommerce Customer Experience Guide, created in collaboration with the experts at Odicci, Mapp, BigCommerce, Feefo, Antavo, Klarna and thinkTribe.


This blog post is for informational purposes only. Fresh Relevance is not claiming to provide its services to the companies and brand owners referred to in the blog post.

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Camilla Bass

By Camilla Bass

Senior Content Marketing Manager

As Senior Content Marketing Manager at Fresh Relevance, Camilla leads the global content strategy and manages, writes and edits user-centered content that helps marketers in the eCommerce and travel spaces get their jobs done.