Make every message count: 10 Black Friday email examples for 2024

Black Friday is one of the busiest times for people’s inboxes.

As a marketer at an ecommerce brand, you already know that.

But if you’re nervous about “adding to the noise,” the solution isn’t to limit your marketing channels. It’s to make sure that every message you send counts.

At Klaviyo, we’ve seen firsthand the power of an integrated, multi-channel approach with companies like The Couture Club, Alessi—all ecommerce brands that drove a significant boost in revenue by tapping into both SMS and email marketing during Black Friday (BF).

The effectiveness of this approach is likely why 67% of ecommerce companies say an omnichannel approach is important to them.

Get the most out of the messages you send—whether that’s by coming up with creative Black Friday offers or crafting eye-catching subject lines.

To inspire ideas, we’ll use this post to focus on one critical piece of the omnichannel puzzle: email marketing.

Check out these Black Friday email examples from ecommerce brands to get your creative wheels turning:

1. The Couture Club rewards loyal customers with a password-protected discount

This email from The Couture Club offers the brand’s most loyal customers password-only access to a Black Friday discount—a natural extension of The Couture Club loyalty programme, which frequently incentivises people to shop their clothing line via exclusive experiences.

Why we love it: This time-bound early access offer is powerful. It makes loyal customers feel appreciated, creates urgency around shopping, and drives awareness about the loyalty program. No surprise that this tactic ultimately led to a 325% increase in email revenue for The Couture Club’s BF season.

BF email marketing tip: This email campaign also presents the perfect opportunity to integrate with an SMS marketing plan—specifically by using AI to automatically segment texts based on whether or not someone is a loyalty program member.

2. Club L heightens excitement with Black Friday pre-party

Popular fashion brand Club L London gets subscribers ready for the Black Friday with a day of 3 unique offers. This not only potentially gets customers to shop before Black Friday, but also keeps people excited to watch their inbox for the next offers.

Why we love it: Starting early with offers on specific product ranges helps Club L get repeat customers in the mindset of watching for discounts. It can then build on the excitement as Black Friday gets closer.

BF email marketing tip: Always make sure to guarantee the best prices with this type of email tactic. There’s nothing more frustrating than making a ton of purchases at a 15% discount, only to discover that a later deal offers a higher discount.

3. Spotlight Oral Care uses daily deals and short flash sales

This email from teeth whitening brand Spotlight Oral Care tells subscribers about a limited-time flash sale with a sizeable discount and new daily deal on a specific product. This not only inspires urgency but highlights a product they otherwise may have not considered purchasing.

Why we love it: A promotion like this demonstrates that the brand is willing to go above and beyond for their customers.

BF email marketing tip:  This type of deal not only is a great way to bring in new purchasers, but also instills loyalty in existing customers, who will appreciate feeling extra special during BF season. This holiday season, think about creative ways to make your BF email marketing pull double-duty for both your acquisition and retention efforts.

4. Twinings offers free UK shipping

In this email from Twinings, the brand offers free shipping alongside their Black Friday sale, creating a double incentive for customers to shop for their favourite teas.

Why we love it: This type of offer is a fantastic way to appeal to customers from around the country and tap into additional revenue.

BF email marketing tip: Be crystal clear about shipping times, as well as potential BF shipping delays.

5. Sous Chef expands their sale to additional products

In this BF promotion email, online kitchen goods store Sous Chef educates subscribers about their sale stock—which is limited enough that customers need to act fast.

Why we love it: By offering an exclusive, time-bound deal, this email tactic is sure to drive even more sales—while also delighting customers who are avid kitchen shoppers.

BF email marketing tip: Using language like “while supplies last” and “today only” intensifies the urgency for subscribers. It’s especially smart when you don’t have a ton of product in stock. Just don’t overdo it—consumers are smart, and they’ll be able to tell when the sense of urgency is manufactured purely for sales.

6. Fussy launches a sustainability-focused Black Friday email campaign

Deodorant brand Fussy created their own event around BF: Green Week, which comes with discounts for customers and an opportunity to learn more about the brand’s sustainability efforts.

Why we love it: Fussy gives customers the discount they expect, while staying true to their values around sustainability.

BF email marketing tip: BF is often all about sales—but it doesn’t have to be. Fussy’s email creates an educational touchpoint for people who are curious to learn more about the brand’s other environmentally-focused efforts—helping them feel good about their purchase as well.

7. Beyond Yoga drops exclusive daily deals for loyal customers

Beyond Yoga is known for their monthly product launches. For BF, the team amped up their cadence by promoting daily drops—all featuring new products—throughout the entire week.

Why we love it: By combining a generous discount with a daily product launch, Beyond Yoga engages subscribers and customers for the duration of BF, not just the first and last days. This approach was so successful that it helped contribute to a 274% increase in Beyond Yoga’s campaign revenue from October to November.

BF email marketing tip: Try spacing out your promos and product drops to give customers something to look forward to for longer than the weekend.

8. Heist opens up their deal to all products

Rather than limiting discounts to specific product lines, shapewear brand Heist Studios automatically applies it to the entire store—even calling out that their top-selling nude tights are included in the sale.

Why we love it: We appreciate the accessible nature of this discount—especially since they include a cute pup to make it feel more personable.

BF email marketing tip: A sitewide discount creates a low mental lift for customers and ensures that nobody is missing out on a good deal, increasing customer satisfaction.

9. Merry People stays true to their brand by forgoing a discount

Not all brands want to discount their products—but Merry People shows that you can send engaging emails during Black Friday without a specific sale offer.

Why we love it: Merry People takes an educational route to connect with their customers, which comes off authentic and makes the brand stand out during a busy time of year.

BF email marketing tip: Stay true to your brand principles all year—but don’t go silent during the busiest time of the year, even if your brand won’t have a Black Friday offer. Instead, use the time to educate customers about your brand values and continue promoting the products they love.

10. Spotlight Oral Care goes personal with their BF followup

Yes, we’re including another BF email example from Spotlight Oral Care—their emails are just that good. Here, the brand shows off the value of a plain text email to customers who didn’t make a purchase during the Black Friday sale.

Why we love it: Simple is sometimes best, and Spotlight Oral Care leans into this approach in a way that feels authentic.

BF email marketing tip: Notice how this email wastes no time highlighting they care about their community. A little self-awareness can go a long way in gaining the trust of your subscribers.

Put your learnings from these BF examples into practice in 2024

By drawing inspiration from other creative ecommerce brands and crafting an integrated, omnichannel marketing strategy, you can find ways to stand out during even the busiest Black Friday. Use the email examples and tips from this post to spark ideas and make 2024 your best BF season yet.

Whether you’re a beauty brand looking to send more personalised communications to your customers or a skincare brand trying to optimise your BF messaging, Klaviyo can help you take your digital relationships to the next level.