Skip to main content

With Black Friday fast approaching, you probably have your email campaigns already planned, but a little inspiration for last-minute ideas to help you optimize them can’t hurt.

To save you time scrolling up and down webpages for ideas and examples, I’ve put together a round-up of emails from last year and why I think they work well to stand out in the inbox.


Best for urgency: Diamond Store Countdown

With Black Friday becoming more established in the UK each year, The Diamond Store knew it had to change its business-as-usual strategy to stand out. It decided to use dynamic content in the form of a countdown clock. It included it in a really simple campaign with a punchy message and, because it’s actually a case study from one of our clients, we can disclose that it had a 400 percent increase in conversions compared to previous ‘big sale’ campaigns.

Diamond-Store black friday

Best for luxury brands: Celtic & Co.

You might not want to use heavy discounting when associated with a luxury brand. Celtic & Co. used the ‘free delivery’ offer and enticing imagery to make their email irresistible instead. Did it work? Yes, the company had £27K worth of conversions during the Black Friday weekend.

november-celticco_black friday


Best for the focused deal seeker: Dorothy Perkins

Sometimes customers might be looking for the coziest winter coat or the perfect accessory to jazz up an old outfit for their office Christmas party. Dorothy Perkins helped the focused deal seekers by dividing the email into product categories and tempting them with starting prices, thus shortening the path to purchase by at least one click.


Best for surprising your subscribers: Strada

Black Friday is one of the biggest sales events for retail, but that’s not to say other sectors can’t take part. Strada brings a great example from hospitality: pizza, pasta and risotto for a £1 to entice hungry shoppers to recharge their batteries in one of the restaurant chain’s many locations.


Best for loyal customers: Monsoon

We know from our ‘holiday special’ webinar that some retailers ran Black Friday promotions for five days or longer. While that might dilute the impact of your offers, it’s certainly worth opening it up to your loyal customers before their inbox is flooded with offers.