It's already that time of year to dust off your creative capes and design out-of-this-world BFCM email marketing campaigns. Subscribers will be overloaded with Black Friday emails, so you need to make sure your campaign really stands out. One way to do this is by using countdown timers. 

Email marketers use countdown timers in many different ways. They can be used to catch a subscriber's attention, create a sense of urgency and excite subscribers about what is to come. 

We have put together 20 examples of how different brands use countdown timers and what we like about them, to inspire your Black Friday email campaigns. 

Design Modo 

Why we like it: We really like how Design Modo has repeated the timer at the top and bottom of their BFCM email. For longer emails, subscribers won't scroll back to the top of the email, so Design Modo has made it easy for them to remember when the offer ends by including the timer twice. 

Dr Martens 

Why we like it: Dr Martens has placed the countdown timer at the very top of the email, meaning your eyes are naturally drawn towards it upon opening the email. We also like how the urgency of the timer is reinforced by the copy "ends midnight tonight" written all in caps. It leaves subscribers in no doubt that if they don't act now, they are going to miss out. 

Feel Good Contacts 

Why we like it: As you can see, the countdown timer is big, so it’s hard to miss. The small use of red within the timer also helps the countdown timer stand out among the busy email. 

FFX

Why we like it: The countdown timer is big, making it impossible to miss. The colours FFX has chosen to use also makes the email stand out further as they contrast with the logo and brand colours.

Game

Why we like it: Game's countdown is extremely effective. They have clearly marked out the days, hours, minutes and seconds under neath the timer - this makes it much clearer for the person reading the countdown. The email also has a clear and bold message which is hard to ignore. 

Gym Shark 

Why we like it: This is very clever of Gym Shark. They have designed their countdown timer in a way that the numbers look like they would on a sports watch. The use of red against the dark background also makes the timer stand out more. 

Hint

Why we like it: Hint uses a simple countdown timer urging customers to buy now from their BFCM sale while it lasts. We also like the location of the timer - placing the timer at the very top of the email makes it the focus of the whole message. 

Kate Spade 

Why we like it: Kate Spade has made its countdown timer stand out from the rest of the email with the use of colour contrast between the black font and lilac background. It means the first element you see is the countdown timer. 

Monica Vinader

Why we like it: Monica Vinader hasn't made any real effort to help the timer stand out. It's not the first thing you notice on opening the email. However, this is a great example of how you can include a countdown timer in your email marketing without distracting from your wider message.

North Face

Why we like it: Again, this is a great example of how you can include a countdown timer in your email marketing without distracting subscribers from your main message. We also like how North Face has designed the timer in the colour of their logo - it makes the email look very uniform. 

Oakley 

Why we like it: This countdown timer is super simple but so effective. The white timer against the black background instantly grabs your attention. We also like the fact that the numbers within the timer have been made bold, making the timer stand out further. 

Odeon

Why we like it: Odeon has designed its BFCM in a very clever way that makes you scroll all the way to the bottom to take action. They have placed their CTA right at the bottom of the email under the countdown so that the timer prompts you to take action quicker. 

Photobox 

Why we like it: Photobox has made its countdown timer stand out in the email with the use of colour contrast between the pink font and blue header. The timer has also been designed to be smaller as Photobox does not want the countdown to distract subscribers from their main message. 

Pretty Little Thing

Why we like it: There's no denying this email will catch the reader's attention. PLT uses clear CTAs, a discount code which makes their subscriber feel that this is an exclusive offer just for them and a clear countdown to the end of their sale. 

Rei Co-op

Why we like it: We like the location of the timer - placing the timer at the very top of the email makes it the focus of the whole message. The background image also makes the black font stand out, meaning your eyes are instantly drawn to it. 

Tanger Outlets 

Why we like it: Tanger Outlet has made its countdown timer stand out by changing the background colour of the section the timer is against. When scrolling through the email, your eyes are instantly drawn to the timer. 

The Book People 

Why we like it: This email uses a clear CTA, a discount code which makes the subscriber feel that this is an exclusive offer just for them, and an easy-to-read countdown timer - what more could you want? 

VioVet

Why we like it: This VioVet email makes it easy for subscribers to take action on the BFCM offer by placing their CTA button right near the countdown timer. 

Virgin Media 

Why we like it: Virgin Media has created its countdown timer in a way that looks like a stopwatch. This is a clever way to further emphasise the urgency of acting now. 

Vodafone 

Why we like it: This Vodafone email makes it easy for subscribers to take action by placing the CTA button just above the timer. Urgency is also further emphasised by the copy under the timer as if you don't take action now you may miss out!

Zagg

Why we like it: Zagg has taken their early access Black Friday emails that step further by including a countdown timer. We like that the timer has been highlighted further by a box being put around the outside of it - this draws your eyes straight to the timer when opening the email. 

Wrap Up

The clock is always ticking when it comes to Black Friday campaigns. So why not make the deadline visual? 

Countdown timers are a great way to get your BFCM campaign noticed in the inbox. As you can see brands use countdown timers in many ways. They help speed up the purchase process, increase the desirability of products and do an epic job of expressing urgency - why wouldn't you want to use them? 

We can help you create your own countdown timers. Get in touch with a member of our team today.