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Essential Emails to Maximise Black Friday and Cyber Monday Sales

Black Friday and Cyber Monday have transformed from single-day events into a shopping season that savvy customers and businesses prepare for well in advance. For businesses, these sales days provide a golden opportunity to ramp up revenue, bring in new customers, and build brand loyalty. But with thousands of promotions flooding inboxes, how do you ensure that your emails get noticed and, more importantly, clicked?


This guide highlights the essential emails every business should send to make the most out of Black Friday and Cyber Monday, keeping your sales high and customers engaged.



Black Friday Email Marketing Campaigns


Why Black Friday and Cyber Monday Emails Matter


During Black Friday and Cyber Monday, competition is fierce. With hundreds of deals and discounts everywhere, email marketing is a direct, personalised way to remind potential buyers of your offers. According to recent studies, over 60% of shoppers open emails from brands they trust, making email one of the highest converting digital channels for BFCM.





Key Emails to Send for Black Friday and Cyber Monday


1. The Teaser Email


This is your "get excited!" email. A week or two before the sale, send a teaser email to spark curiosity. Focus on giving a hint without revealing too much – you want to build anticipation without giving away all the details.

  • Subject Line: “Guess what’s coming soon… 👀”

  • Content Tips: Include countdown timers, branded graphics, and hints about the types of deals that will be offered.


2. Early Access VIP Email


Give your loyal customers the VIP treatment by offering early access to Black Friday deals. This not only rewards loyalty but also helps spread out sales over a few days, reducing the risk of a traffic spike on the day itself.

  • Subject Line: “VIP Access: Start Your Black Friday Shopping Early!”

  • Content Tips: Exclusive links, promo codes, or dedicated landing pages.


3. Countdown Email Series


As Black Friday approaches, build momentum with a countdown email series. Each email should give customers one more reason to shop with you on Black Friday or Cyber Monday.

  • Subject Line Ideas: “3 Days to Go! Are You Ready?”, “Tomorrow: Huge Savings Await”

  • Content Tips: Highlight different offers in each email, and incorporate scarcity tactics to increase urgency.


4. Cart Abandonment Email


During Black Friday and Cyber Monday, shoppers tend to compare deals, often abandoning carts. A well-timed cart abandonment email can nudge them back towards completing their purchase.

  • Subject Line: “Don't Miss Out on Your Black Friday Deal!”

  • Content Tips: Include images of the abandoned items, a clear call-to-action, and a reminder of the discount they’ll receive.


5. Last-Minute Reminder Email


When the final day of the sale arrives, it’s time for a last-minute reminder email to encourage any undecided shoppers.

  • Subject Line: “Last Call for Black Friday Savings! 🔥”

  • Content Tips: Reinforce urgency with phrases like “Ends Tonight” and include limited-time offers or countdowns.


6. Post-Sale Follow-Up Email


Once the sale ends, continue engaging with customers by sending a follow-up email. This can include a thank-you message, a recap of the season's success, or even an invitation to your loyalty programme.

  • Subject Line: “Thanks for Shopping! Here’s a Special Thank-You”

  • Content Tips: Keep it sincere, and include personalised recommendations for future products they might enjoy.


Tips for Creating High-Converting Black Friday and Cyber Monday Emails


  • Use Personalisation: Personalised subject lines and product recommendations can significantly improve open and click-through rates.

  • Add Interactive Elements: GIFs, countdown timers, and scratch-off discounts make your emails stand out.

  • Keep it Mobile-Friendly: Many users shop on mobile during Black Friday and Cyber Monday. Ensure your design and CTAs are mobile-optimised.

  • Test and Analyse: A/B test subject lines, CTAs, and visuals to identify what resonates best with your audience.


A well-thought-out Black Friday and Cyber Monday email campaign can be the difference between a successful shopping season and a missed opportunity. By using the email strategies listed here, you can guide customers from the first hint of your sale to post-purchase engagement, creating a journey that maximises both your sales and customer satisfaction.


How Letterbox Media Can Help


Managing a successful email campaign during Black Friday and Cyber Monday requires strategic planning, creativity, and technical know-how. At Letterbox Media, we specialise in crafting and executing high-performing email campaigns that capture attention, drive conversions, and keep customers coming back. Whether you need help with creating compelling email content, managing A/B tests, or ensuring mobile optimisation, we’re here to make your Black Friday and Cyber Monday campaigns a resounding success.


Let Letterbox Media take the reins and guide you towards record-breaking sales this season. Reach out today and let’s make this Black Friday and Cyber Monday unforgettable for your business.



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