Black Friday Guide – Newsletters & Abandoned Cart Emails

The Black Friday Newsletter

Sending out a Black Friday newsletter can be a great way to make your customers aware of your sales. Here’s are some things you should include in your approach:

Give your customers a preview of what will be on sale

This can be great incentive for customers to click through, if they see specifically a sample of what products will be on sale. We recommend choosing popular products to include to cover a broader base of customers.

Give your customers early access

Give existing customers access to your sale early. This can have a great effect in increasing customer loyalty, and your customers will see a benefit in subscribing to your newsletter in the first place. You could also offer exclusive sales only to newsletter subscribers to further increase loyalty.

Include a discount code in your newsletter

An easy way to offer your subscribers Black Friday Specific discounts, is to include a discount code in the newsletter. Maybe think about offering free shipping to subscribers or give them some other benefit for signing up to your newsletter. Including discount codes often, can pay off by giving your customers more incentive to open your newsletters.

Use consistent imagery

If you’ve already created homepage banners, we recommend reusing that artwork in a newsletter hero image. This helps tie the promotion together for your customers.

Give your ‘Abandoned Cart Email Templates‘ a Black Friday Treatment

Following up with your customers once they’ve left your site is a great way to keep engaged and remind them of your Black Friday Sales. With this in mind, it’s a good idea to update your abandoned cart email templates with Black Friday specific ‘urgency messaging’. For example, add phrases like ‘Black Friday Offers end at midnight’, or be even more specific by including something like ‘Sale Ends in 8hrs’.

Keep your abandoned cart messaging consistent with the rest of your Black Friday Sales material by including your Black Friday design patterns and hero imagery. This can also be rolled over over other email templates like sign up emails and order confirmation emails.

It’s also a good idea to include a button to your new Black Friday Landing Page, for the length of the sale, and switch it to a Cyber Monday button when your Cyber Monday promotion is ready to go.

Shane Taylor
Shane Taylor |