Still scrambling on your email campaign for Black Friday, Small Business Saturday or Cyber Monday sales? Fear not. I’ve got a few ideas and resources for you. Here are my five musts for any strong email campaign this time of year.

Here’s my visual nutshell. Read on for more details:

  1. Design For Mobile Last year, mobile devices drove 52% of all US internet traffic and mobile traffic on Black Friday and accounted for 27.9% of total online sales.
  2. Strong Call-to-Actions Do not bury the headline which in this case is the amount of savings your offering. Additionally, you may want to consider a special promo code for Free Shipping or additional 10% to email subscribers only.
  3. Tell Me Three Times One of the best ways to successfully email is simply sending the same message again, but with a different subject line. Typically, “re-emailing” is done 2-7 days after the original but on a but in-box day like Black Friday, Small Business Saturday or Cyber Monday, I would recommend a schedule of 5am, 9am and 1pm (for this time a subject line like “Hurry, only X hours left for Black Friday deals” works well.
  4. Be Festive and Fun Yes, it’s Black Friday, but that doesn’t mean your email needs to be all black. It’s the holidays, have a little fun! At the very least, stay brand consistent and use your brand colors. In the example above with Julep, I like that it’s not black but the color do skew darker.


Black Friday email example Small Business Saturday email example

I love the emails Williams-Sonoma sends out. Planning a “gift every day” is a clever way to line up your promotions for the season.

williams_last williams_midday williams_weekend


A few articles with more email examples to get your creative juices flowing.