5 Ways to Make Emails Stand Out on Black Friday and Cyber Monday

Black Friday written on dice

Any ecommerce store owner knows that Black Friday and Cyber Monday are the largest holidays in the retail world. Email is the most direct channel you have to market to your customers, so you’re going to want to make sure you’re taking full advantage of it at such a critical time. Here are five guidelines every ecommerce store owner should follow when sending Black Friday and Cyber Monday emails:

  1. Increase Email Frequency
    Black Friday and Cyber Monday emails are known for offering big savings, people will actually be on the lookout for a good deal. Leverage this opportunity by sending more emails than you usually do, and start a couple of weeks in advance to create a sense of build-up. Amazon is a master of this, and they often send their first Black Friday and Cyber Monday promotional email around Halloween – over a month in advance!

    Amazon Nov 1 Black Friday email header
  2. Send Flash Sale Emails

Flash sale emails are generally an effective marketing tactic, but there is no more appropriate time for a flash sale than Black Friday and Cyber Monday. Sending flash sale emails also goes hand-in-hand with an increase in email frequency. In the last few days or even hours, send flash sale emails to create a sense of urgency. The key is to convince buyers that your merchandise may go out of stock, or that the discount is fleeting. Day of, send emails within a few hours each other reminding customers of the savings you’re offering. Sending emails in short succession like this will act as a sort of countdown to the event itself.

  1. Include Personalized Product Recommendations

In many ways, it goes without saying that customers are more likely to purchase items that have been chosen especially for them. Include personalized product recommendations in your promotional emails to increase relevance and expose customers to products they are interested in. Klaviyo makes it easy to include product recommendations based on behavioral data in any email.

  1. Send Targeted Promotions
    Sephora VIB beauty insider email for $20 off coupon

The logic behind targeted promotions is the same as the logic behind product recommendations – people want to see products they’re interested in, and they’re more likely to buy them, too. Use customer purchase data, like brand purchase history, to target certain segments of your customer list. You can also target based on purchase frequency – for example, you may choose to offer a higher discount to your VIP customers.

  1. A/B Test Subject Lines

Odds are your Black Friday and Cyber Monday promotional emails are going to be different from what you usually send. You may want to A/B test subject lines to see which yield the highest open rate – with Klaviyo, you can simultaneously test up to five different variations. You can test stylistic changes, or even different discount offers. Because of the fast-paced nature of Black Friday and Cyber Monday email marketing, you won’t need to let your tests run for very long before determining the winner – plus, no matter the context, A/B tests are a useful tool in email marketing.


Email is a great tool to market directly to you customers, and there’s no time better than Black Friday and Cyber Monday to take advantage of it. There’s going to be a lot of competition, but to stand out be sure to follow these guidelines as much as possible. Want to put some email strategies in place for the Holidays, we have more tips?

Are there any tips you think we missed? Let us know in the comments.

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