What Should I Include in My Black Friday Email Campaign?

Three things do most of the work: a subject line that names the offer, a deadline readers can see at a glance, and a landing page that matches what the email promised.

1. Write the subject line around the offer itself ("30% off all boots until Monday"), not "Big Savings Inside".
2. Put the end date and time near the top of the email, not just in the footer.
3. Point every button at the same landing page, and make sure that page shows the same price and code.
4. Split your list. Past customers get an early-access code a day or two before the sale opens, and new subscribers get a first-purchase offer.
5. Send a last-chance reminder a few hours before the deadline, only to people who haven't bought.

To grow that early-access list in the weeks before, a Gleam Rewards campaign can hand out the code when someone joins your mailing list. The Black Friday Discount Reward template is set up that way.

Our post on using email marketing to increase sales goes further into timing and segments.