With Black Friday quickly becoming one of the biggest shopping days of the year in the UK, it’s increasingly crucial for brands to up their game to really make their email subject lines pop. Email marketing is a key channel for building campaign engagement, but without the right subject line, even the best emails will be lost in the inbox.
Check out our 5 top subject line tips for Black Friday campaigns and then head over to our Ultimate Guide to Black Friday Email Marketing!
1. Never be a spammer
It may seem obvious, but with the tone of Black Friday so focused on “SELL, SELL, SELL”, it can be tempting to slip into a few bad habits. The key to a good campaign should always be to stand out from the crowd, rather than to add to the inbox clutter. Remember to avoid excessive exclamations (!!!!!) and keep your subject lines as friendly and easy to read as possible.
2. Keep customers curious
Whilst adding urgency into email subject lines is important, inserting an element of mystery and intrigue is also an effective tactic. A Black Friday study by Phrasee for Econsultancy, which analysed over 3000 subject lines, found that subject lines that aimed to peak the curiosity of their readers, tended to perform much better than “buy now”-style messaging.
Some high-performing subject line examples from the data set included:
- BLACK FRIDAY is here – want a little help with your Christmas shopping?
- How you can avoid stress on Black Friday
- Tick tock, tick tock, the BLACK FRIDAY countdown begins...
The last example combines FOMO (fear of missing out) and urgency persuasion tactics with a hint of intrigue.
3. Always announce a Black Friday email
Customers know it’s Black Friday, and as a result, many of them will be skimming through their inbox looking for the best deals. Make this easier for them by ensuring you clearly state “BLACK FRIDAY” in your subject line. This may sound obvious, but it’s important and has been proven in tests in previous years to out-perform subject lines that don't mention Black Friday. Broad statement, but test it for yourself and you'll see.
4. Surprise your subscribers
Why not take a leaf out of Julep’s book and consider extending your sale out further as a real surprise and delight moment for your customers? Soon after Black Friday and Cyber Monday are over, there'll still be plenty of consumers disappointed that they missed all the best deals.
Consider a "Cyber Week" or extended deadline for deals, like Julep's Cyber Monday email campaign below:
Subject line: "EXTENDED! 50%. Off. Everything.
The compelling call to action, bold visuals and the Cyber Monday offer, extended by 48 hours, provides both FOMO and a feeling of added value and opportunity. This is also reflected on Julep's Cyber Monday landing page:
A well timed “EXTENDED SALE” or “FURTHER DISCOUNTS ADDED” subject line can be just what’s needed to gain leads and conversions you may have otherwise missed out on.
5. Get a little help from AI
If you want to get a little help with your subject lines, Black Friday is a great time to utilise the innovative AI tools, that ESPs now offer to help you optimise your subject lines and boost your campaign performance. Create subject lines that consistently resonate with your audience, resulting in unmatched campaign performance and engagement.
6. Segment for Predictive Deals
Use predictive analytics to identify customer segments likely to purchase specific types of products, and tailor your deals accordingly. Targeting a “tech enthusiast” segment with gadget deals or a “fashionista” group with apparel discounts increases relevancy and engagement.
7. Leverage Dynamic Content
Personalise email content in real time based on customer behaviour and preferences. Dynamic content can display products recently viewed or relevant based on purchase history, making emails feel timely and highly personalised.
8. Optimize for Dark Mode
With a growing number of users opting for dark mode, design emails that look great whether in light or dark mode. Test colours, images, and text to ensure readability and a polished look across all settings.
9. Incorporate Countdown Timers for Specific Deals
Instead of one countdown for the entire Black Friday event, use multiple timers for different deals expiring at different times. This boosts urgency and encourages quick, recurring visits to your website.
10. Use AMP for Interactive Email Elements
AMP (Accelerated Mobile Pages) for email allows you to add interactive elements directly within the email, like adding items to a cart or completing a form without leaving the email. This reduces friction and enhances user experience.
11. Send Sneak Peeks to VIP Subscribers
Offer early access to deals for your VIP or loyal customer segments. This not only rewards loyalty but also creates excitement and exclusivity, motivating others to aim for VIP status next year.
12. Deploy Multivariate Testing for Subject Lines and CTAs
Go beyond A/B testing by using multivariate testing, especially for subject lines and call-to-action buttons. Test several variations simultaneously to uncover combinations that maximize open and click-through rates.
13. Incorporate Scarcity Indicators for Stock Levels
Add real-time inventory levels within your email for popular items (e.g., “Only 5 left in stock!”). This visual scarcity effect encourages quicker purchases and reduces hesitation.
14. Use Gamification for Engagement
Integrate a simple game or interactive feature in your email to increase engagement, such as “spin the wheel” for a mystery discount. These elements make emails memorable and fun while enticing customers with surprise discounts.
15. Create a Black Friday Content Series
Design a multi-part email series leading up to Black Friday. Use one email for early alerts, another to share tips on maximising Black Friday savings, and one more to give a “sneak peek.” This engages customers repeatedly, keeping your brand top-of-mind.
16. Focus on Accessibility Compliance
Ensure that all email content is accessible to everyone, including visually impaired subscribers. Use alt text for images, high-contrast colours, and scalable fonts, allowing everyone to engage with your content comfortably.
17. Promote a Cart Recovery Sequence
A well-timed, personalised cart recovery email sequence can turn abandoned carts into conversions. Send reminders, add urgency by showing limited stock, or include exclusive Black Friday recovery discounts to close the sale.
18. Prioritize Mobile-First Design
Design specifically for mobile, given that most emails are opened on phones. Use larger, tappable buttons, shorter subject lines, and concise, visually compelling messages to ensure seamless user experience on mobile devices.
19. Include Post-Purchase Cross-Sell Offers
For customers who make a Black Friday purchase, set up post-purchase emails with related product recommendations or upgrades. These follow-up offers can boost average order value and help you leverage Black Friday momentum.
20. Employ Frequency Capping for Optimal Send Cadence
Ensure that customers aren’t overwhelmed by your emails by using frequency capping. Limit the number of emails a customer receives during Black Friday to avoid fatigue and potential unsubscribes.
21. Use Behavioral Triggers for Personalization
Deploy triggered emails based on user behaviour, such as abandoned browsing or viewing certain categories. These real-time, targeted messages can re-engage shoppers at key moments when they’re likely to convert.
Wrap Up
Black Friday is a pretty intense time in email marketing, with thousands of brands now jumping into the fray. But we hope these email tips and tricks help your brand to stand out from the inbox and get your Black Friday campaigns recognised this season. Check out our service, where we where we explain how best to make the most of the power of copywriting to achieve better results!
Head over to our Ultimate Guide to Black Friday Email Marketing for more great insights!
Want more tips for optimising your subject lines? Download our free ebook, The Ultimate Guide to Writing Email Marketing Subject Lines, and go make waves with email!
