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Have you developed your strategy around Black Friday or Cyber Monday?

If you haven’t, you may want to stop what you’re doing right now (well, maybe not right now but after you finish reading this) and start your planning. Why? Because, as shown by an eMarketer survey, 54.1% of Internet users are planning to shop digitally on Black Friday, and 63.5% will do it on Cyber Monday.

If you’re still reading, here are some tips and some old and new examples that I’ve gathered from my overcrowded inbox to get you started with your strategy planning.

Casper: Snooze through the sales…

I personally find this email amazing, although I do think subscribers may miss that it is a Black Friday campaign as it doesn’t really look like it (if you don’t read the bottom text, you may think it’s a normal sale). I like the idea of snoozing the alarm (been there, done that) because they are a mattress company and it fits perfectly with the brand and what they do.

Takeaway: GIF images grab subscribers’ attention, so don’t be afraid to use them (but don’t overuse them!).


Topshop: Cyber Monday: The final countdown

What I like about this one is the simplicity of the image they’ve chosen, leaving no doubt about the subject of the email. However, I would like to have seen that tiny green cyber friend moving around on the email.

Takeaway: Make it simple to read and understand for your subscribers.


Forever 21: This is it: 21% off EVERYTHING

If you don’t like this email…it’s probably because you’re not a teenage girl. Generation Z, however, are likely to be huge fans of the quirky graphics and eye-watering background image. If you know the brand, you’ll know that this email fits their personality perfectly. Additionally, in case you’ve missed it: 21% off at Forever 21. Smart? Maybe not so much but it’s still a nice touch to keep the branding even during the holiday season.

Takeaway: Don’t forget your brand’s personality.

Wrapping up

The holiday season is a significant one, both for your profit and your subscribers’ engagement. So don’t forget to create fun and relevant emails that fit with your brand strategy, do some testing, and send them on time.