30 Black Friday Email Subject Lines Examples and Best Practices

Ready to boost your open rates and revenue like crazy with some of the best Black Friday email subject lines out there?

Your subject lines are about to get the special treatment they deserve. This holiday season, we’re making sure you communicate your Black Friday super deals more effectively.

black friday subject lines

Let’s start with the facts: Your competitors are already brainstorming for items to put up for sale and are busy coming up with email designs for their Black Friday deals. You probably are, too.

Today, we’ll examine last year’s best Black Friday subject lines to help you nail your email campaigns, give you the best design tips, and show you how to use Pinterest for inspiration.

This Black Friday, it’s time to shine!

30 Black Friday Email Subject Lines To Skyrocket Your Sales

The first rule of Black Friday email marketing is that you need an attractive subject line to stand out in your subscriber’s inbox.

The second rule of Black Friday marketing is that you need an extra special subject line to boost your open rates.

And the third rule of Black Friday email marketing is… well, you guessed it! Unique email subject lines that convert!

Without further ado, let the Black Friday countdown: Subject Lines Edition begin!

… or you can also skip reading and grab a free Subject line tester that will help you create a unique and intriguing subject line from zero.

The Early Birds of Black Friday Email Subject Lines

When can you start sending your Black Friday email campaigns?

The answer: the earlier, the better!

In this section, we’ll see some of the best Black Friday subject lines sent before the biggest sale event of the year.

Spoiler alert: The first one arrived 28 days before Black Friday!

1. Dell

Subject line: You were chosen for our early Black Friday flyer!

Why it works:

First of all, Dell delivers this email 28 days before the sale starts. Which is a clever tactic to tease your audience about your amazing Black Friday deals and upcoming Cyber Monday sale.

The brand uses every word carefully to make it look like the subscriber was selected for an exclusive first look at Dell’s flyer. The use of “you were chosen” makes the message exciting and personal. As a result, Dell’s subscribers will grab this opportunity to open its email marketing campaign and take a look at the “exclusive deals just for them!”

The teaser:

black friday subject lines and email by dell
2. Argos

Subject line: Surviving Black Friday

Why it works:

Argos created a unique email marketing campaign with a very relevant email subject line. As you know, Black Friday can be very stressful. And the brand understands that.

So, to put its customer at ease before the Black Friday shopping spree, Argos creates an email marketing campaign with hints and tips to get them prepared. The use of “Surviving” in the subject line makes the email more intriguing. After all, Black Friday shopping can be a battlefield, so helping them “survive it” is a great way to show how much the brand cares about its audience.

3. MVMT

Subject line: 🛑STOP EVERYTHING🛑 BLACK FRIDAY STARTS NOW!

Why it works:

Woah! That’s a big statement from MVMT, which sent this email a week before the actual sale. While you might have already heard us saying that all caps can look spammy and even hurt your email deliverability, the brand uses it to share its excitement.

Of course, the use of emojis adds urgency (hello FOMO, my old friend!) and leads recipients to “stop everything” and open the email. This Black Friday subject line is one of the most popular tactics that email marketers use to attract attention to their messages and ensure a great open rate.

The CTA:

email subject lines and cta by mvmt

4. American Apparel

Subject Line: Here’s Early Access to 50% Off Sitewide

Why it works:

American Apparel is another eCommerce business that leverages the pre-Black Friday hype to boost sales. The brand’s subject line is very clear, letting subscribers know that they have early access to 50% off everything on its website. An amazing discount if you ask us!

Sometimes your Black Friday subject lines don’t need to be fancy. Just show the benefit of engaging with them. For American Apparel, letting subscribers know about the early sale is enough to increase the brand’s conversion rates.

5. Diesel

Subject line: Be Ready, The Black Friday Sale Is Coming…

Why it works:

When we saw this Black Friday subject line by Diesel, we couldn’t but think about the famous meme “Brace Yourselves, Winter Is Coming.” This smart allusion to Game of Thrones hints at a great Black Friday sale battle equal to the Battle of Blackwater!

Moreover, Diesel’s subject line also prepares its subscribers for the holiday shopping, prompting them to have their wishlist ready to be one of the first ones to shop Diesel’s discounted collection.

The visual:

Black friday email marketing campaign

6. Bed Bath & Beyond

Subject line: 3 Words: 1️⃣ Black. 2️⃣ Friday. 3️⃣ Deals. More coupons enclosed!

Why it works:

Bed Bath & Beyond has a reputation for its amazing coupons. And with this Black Friday subject line, you already know that something amazing is about to happen!

To make it more effective, the brand creates a subject line that looks like a countdown using emoji numbers. From the choice of words to the benefit, Bed Bath & Beyond has the perfect early access subject line to boost open rates and convert its audience.

7. Cellular Outfitter

Subject line: 🛑 It’s the Last Day 🛑

Why it works:

Following in MVMT’s footsteps, Cellular Outfitter leverages the stop sign emoji to attract its recipient’s attention. The use of “Last Day” sends a clear message to early access shoppers who want to benefit from early Black Friday savings.

Using specific language, the brand shows its subscribers that it’s their last chance to take advantage of the early exclusive deal. Furthermore, the use of FOMO will effectively lead them to open and clicking-through the campaign, boosting the brand’s revenue.

The visual:

Black Friday email campaign example by cellular outfitter
8. Ray-Ban

Subject line: Time is running out // Black Friday Early Access

Why it works:

We’re sure you might have already seen emails starting with “Time is running out,” right? But where? Well, this kind of phrasing is very common in eCommerce email marketing and, more specifically, cart abandonment emails.

Ray-Ban’s choice, though, isn’t random as it picks the same phrase to add urgency and convince its audience to act. This Black Friday campaign is also a prime example of using your subject line and timers to make the message stand out!

If you want to mimic Ray-Ban’s example, make sure to sign up for a free account and give our email builder and advanced elements a try!

9. Casper

Subject line: Can’t wait until Black Friday? Save now.

Why it works:

Casper’s Black Friday email subject line works because it’s one of those subject lines that give customers what they want in a single line. The eCommerce business uses a direct question to address the subscriber’s impatience and offer a solution.

The brand’s subject line also has the perfect email copy to support it and an amazing early bird special discount to excite its customer until their Black Friday sale email arrives.

The copy:

Casper's email copy complements its Black Friday subject line

10. Leesa

Subject line: ⏰ Doorbuster one-day-only offer: $400 off the Hybrid + 2 FREE pillows

Why it works:

Leesa is a master crafter of emails with amazing deals, especially drip campaign examples with converting email copy and visuals. In this Black Friday email subject lines example, the brand leverages emojis to add urgency to their one-day-only pre-Black Friday offer.

The use of “doorbuster,” a common tactic used by retailers to promote goods in limited supplies, makes this email campaign almost irresistible. Of course, the $400 off and the gift are also there to make this Black Friday email campaign a must-open!

11. IKEA

Subject line: Moo, escape the Black Friday chaos

Why it works:

IKEA has a slightly different approach to the Black Friday super sale. Instead of adding a discount or using FOMO, the brand opts for a personalized subject line to boost its open rates. Using the subscriber’s name, IKEA manages to catch the recipient’s eye, offering “an escape from the Clack Friday chaos.”

Along with the beautiful visuals and copy, IKEA’s subject line delivers on its promise and gives the subscriber a break from the holiday season madness.

The copy and visuals:

Ikea's black friday subject line fits the copy and visuals of this campaign

Black Friday Day Subject Lines

The most famous sales day is finally here!

So, let’s take a look at some amazing subject lines from campaigns sent on Black Friday and why they work.

12. Burt’s Bees

Subject line: Free Shipping on ALL ORDERS—today only!

Why it works:

Why waste your Black Friday email subject lines informing your recipient that Black Friday is here when you can cut to the chase? For Burt’s Bees, informing its audience about the incredible one-day shipping is what will give them the most opens and clicks.

The brand cleverly uses its subject line to communicate the benefits of shopping from them, which is no other than beating the infamous shipping costs, which have turned so many customers into cart abandoners!

13. Apple

Subject line: Our four-day shopping event is here.

Why it works:

Black Friday might be for a single day, but for Apple, this is the perfect chance to extend it to a four-day shopping spree. Instead of promoting deals, the brand informs its customers that they aren’t going to lose any offers to the Black Friday single-day craziness.

And to top it off, the subject line perfectly complements Apple’s email, intriguing subscribers, and customers to click-through their products.

The copy:

Apple's Black Friday email has the perfect holiday subject line to convert

14. Rothy’s

Subject line: We heard you like metallic shoes. ✨

Why it works:

Rothy’s Black Friday email subject line is the best example to show you how you can profit from the special day without, well, adding it into your subject lines. Instead of highlighting the deals, Rothy’s informs its audience about a fascinating limited edition product they have been waiting for all along. And guess what! It’s on discount!

By planning a limited edition sale within the holiday season, Rothy’s rewards its royal audience with a beautiful surprise at an amazing price.

Pro tip: make sure to segment your audience based on their engagement with your brand to deliver tailored content that will convert them no matter what. To get started, you can sign up for a free Moosend account and give our segmentation features a try!

15. Chubbies

Subject line: hey, you

Why it works:

Well, this is definitely not the usual Black Friday subject line you expected, right? For Chubbies, though, this subject line resonates with their target audience more than you can imagine Why? Because Chubbies has a particular subject line strategy, delivering unique subject lines like: “It’s Restocktober,” or “We’re.”

While the subject line may seem plain, it’s a perfect example of using a different strategy to attract attention during a chaotic day. And if you glimpse at the brand’s email campaign, Chubbies is not even close to plain!

The email:

Chubbies example of Black Friday subject lines, email copy and visuals

16. H&M

Subject line: Happy Black Friday: 30% off EVERYTHING!

Why it works:

First of all, this email subject line from H&M almost sounds like “Happy birthday,” which at once piques the subscriber’s interest. Not only that, but apart from wishing its audience, the brand injects its Black Friday subject line with the discount.

And to top it off, H&M also lets them know that the deal is for 30% off EVERYTHING. This sounds a lot like an actual birthday, doesn’t it?

17. Under Armour

Subject line: Oh, It’s ON. 30% OFF Sitewide, ALL Orders $50+

Why it works:

Under Armour is famous for its energetic vibe and cool campaigns. So, what the brand does to promote its Black Friday sale is to come up with a subject line that embodies its competitive spirit. By using “It’s ON,” the brand shows its eagerness to compete with all the other brands out there. Which is only fitting for a brand promoting sports gear!

For Under Armour, this is a Black Friday sales competition, and they are about to win with amazing sitewide deals.

The vibe:
Black Friday email campaign by under armour

18. SassySpud

Subject line: ITS BLACKBEAN FRIDAY!😎

Why it works:

From all the subject lines in our inbox, this one from SassySpud was the most creative. Not only did the brand take Black Friday and turned it into something special, but it also managed to distinguish itself in the Black Friday pandemonium.

Subject lines like SassySpud’s are a great example of how small eCommerce businesses can use creativity to promote their products during a huge shopping event.

19. Motorola

Subject line: Our largest price drop on Moto G7!

Why it works:

While other brands in our list opted for an X% off sitewide subject line, Motorola created a Black Friday email campaign focused on a single product. The subject line makes it clear that this isn’t a usual product promotion. This is the “largest price drop” its audience has seen so far.

While this subject line focuses on one product, it effectively promotes the brand’s Black Friday deals, starting with their Moto G7.

The email:

Motorola's black Friday subject line reflects their email campaign

20. Saatchi Art

Subject line: Black Friday Sale Continues | Shop Vibrant Abstracts

Why it works:

Sending multiple email campaigns on Black Friday is a very common practice to place your deals on top of your subscribers’ inbox. For Saatchi Art, this is the second email we received after their first campaign with the subject line “Bring Home Abstracts this Black Friday.”

The brand uses this series of campaigns to keep subscribers engaged and ensure that they saw the deal. Of course, letting them know that the sale continues gives them the time to shop their favorite abstract paintings and eases their minds.

21. Kate Spade

Subject line: black friday deals on deals: up to 75% off everything

Why it works:

Imagine if you had deals on deals! Wouldn’t that be like the craziest thing? For Kate Spade, letting her potential shoppers know that the already discounted items have an extra discount will get them back to her site for more shopping.

Furthermore, injecting the subject line with a “75% off everything” is a huge attention-grabbing technique to make recipients open the Black Friday campaign no matter what.

The email:

Black Friday campaign discount by Kate Spade

22. Converse

Subject line: Last hours of Sale!

Why it works:

Black Friday is slowly going away, but that doesn’t mean you can’t target your audience with a last-chance-to-buy email. In this subject line example by Converse, the brand grabs the opportunity to engage its audience with a last-minute deal before the day ends.

Simple, with a touch of urgency, Converse knows how to grab those last-minute shoppers searching for a deal.

23. Tone It Up

Subject line: The Clock’s Ticking ⏰

Why it works:

Speaking of Black Friday sale ending, Tone It up uses a familiar subject line tactic (ahem, cart abandonment!) to increase its open rates. The copy and the clock emoji perfectly reinforce the fear of missing out on the brand’s special deals.

What’s more, the subject line perfectly complements the email images to increase click-throughs and, finally, conversions.

The visual:

Tone It Up's Black Friday subject line perfectly matches its email images

The Post-Black Friday Email Subject Lines

Black Friday might be over but let’s be honest. The sale doesn’t stop at midnight! 

In the following section, let’s see how brands turn the weekend into an amazing Black Saturday and Black Sunday, leading to the Cyber Monday deals day!

24. Morphe

Subject line: You’re not gonna believe today’s deals!

Why it works:

It’s Saturday morning. You wake up, have your cup of coffee, and check your email. And then you come across Morphe’s email, and you’re like: “What!? There are more deals today?” Well, yes!

While simple, Morphe uses their subject line to inform its recipients about a new round of deals. This subject line works perfectly for late shoppers who might have missed the Black Friday sale for various reasons.

25. Function of Beauty

Subject line: SURPRISE! 🎉 BLACK FRIDAY’S BEEN EXTENDED!

Why it works:

While subject lines like Morphe’s are more elegant, Function of Beauty uses an all-caps subject line to re-hype its audience. Using the word “SURPRISE!” and a celebration emoji, the brand makes sure that its customers notice the extended sale campaign.

Along with the copy, Function of Beauty’s subject line is one of the best email subject lines to grab attention. However, one might consider the spam folder when going all-caps because you definitely don’t want to turn your campaign into a spam email.

The copy:

best black friday copy and subject line by function of beauty

26. Walmart

Subject line: 💥 EXTENDED: Black Friday deals (but not for long!)

Why it works:

This Black Friday subject line by Walmart starts with a boom! The emoji perfectly fits the subject line, which has the right amount of FOMO to make the retailer’s recipients click on it.

Like the rest of our FOMO-infused subject lines, Walmart uses a successful technique to capture shoppers’ attention and boost its retail marketing efforts by leveraging the biggest sales event of the year.

27. Timberland

Subject line: 👇Better Than Their Deals☝️ Up To 40% Off

Why it works:

Isn’t it obvious? Timberland has crafted one of the best Black Friday email subject lines to beat its competitors and increase sales. As you can see, the hand emojis are meant to point to other promotional Black Friday emails from other brands. Here’s how the subject line looks in the inbox:

Black friday subject lines inbox

Unique and clever, this might be the one subject line you might want to steal to boost your sales and beat your competitors!

28. Clarks Shoes

Subject line: Start your Sunday with 40% off

Why it works:

Clarks Shoes uses a great subject line to greet customers and help them start their Sunday with an amazing 40% off deal. While there’s nothing too fancy here, this subject line has the right incentive to put a smile on a late sale-hunting subscriber’s face.

29. Mejuri

Subject line: Go gold before it’s gone ⚡️

Why it works:

Everyone loves a good wordplay, and for Mejuri, its Black Friday subject line comes in to blow its subscriber’s mind away! The brand takes advantage of its competitors’ similar subject lines to create something different that will stand out in their inbox.

The use of the lightning bolt emoji also adds urgency in the cleverest and most creative way possible.

30. Happy Socks

Subject line: You deserve something special ❤️

Why it works:

Happy Socks’ subject line goes against the usual “last chance to buy” examples we saw so far. Instead, the brand goes for a heart-warming message. The use of words like “deserve” and “something special” makes the subscriber feel valued.

At the same time, the heart emoji increases the subject line’s effectiveness and boosts open rates. All the subscriber needs is love!

The email:

Black Friday campaign and subject line by happy socks

Our 30 best Black Friday email subject lines might be over, but we aren’t done yet!

Below, you’ll find 7 amazing Black Friday tips to help you create amazing emails for the biggest event of the year!

Let’s see!

7 Simple Black Friday Tips To Nail Black Friday 2020

1. Don’t Be Afraid to Use Color

Adding a splash of color into your Black Friday campaigns will really make a difference. And while we know that black is an exquisite color, using vibrant colors will help your campaign stand out from your competitors.

Whether you go full-on color or use it on your CTAs, keep in mind that a splash of red, yellow, or orange will make your emails more appealing.

2. Accentuate Urgency

First, write a stunning subject line and add urgency. Here is a list of words and phrases to do that:

  • Use words like fast / now or verbs in the Present Continuous: [Going]+ fast
  • Give them a deadline: Sale ends in 2 hours
  • Add a time constraint: Sale running for 30 mins
  • Be more playful; use a sound: Tick. Tock. I’d make it faster if I were you!

Here’s an example from Casper to see how urgency looks:

Casper black friday email campaign tips

Subject line galore?

If you don’t know which one to choose, make sure to leverage the power of a subject line tester like out Refine. Such a tool will estimate how your subject line stacks up against the industry average and help you select the most converting variant!

3. Send Real-Time Updates on Remaining Stock

Nothing says BUY NOW like “Low in stock,” “Moving fast,” “Running out,” “Selling out fast.”

Consider sending out real-time updates as part of an open-sensitive email automation campaign. Essentially, you’ll be sending out an email to those who engage more with your emails.

If you don’t have the infrastructure to do this automatically, you can manually create a campaign with the right stock updates next to each product image and send frequent updates to your audience.

Just make sure your subject line clearly states the update!

Here’s how Monaco T-Shirts are LOW IN STOCK or Almost Sold Out on Wooster:

Monaco T-shirt Black Friday email campaign example

4. Play Around with Tiles

Everyone loves neat emails!

To deliver the Marie Kondo equivalent of your Black Friday campaign, make sure to leverage the power of tiles!

This style will give you a scannable overview of the product category and increase your subscriber’s engagement with various products.

Here’s a great Black Friday example from Topshop using tiles:

Topshop Black Friday campaign using tiles structure

If you want to use the power of tiles like Topshop, hop over to our Editor to create your own amazing Black Friday campaign or choose one of our lovely Black Friday newsletter templates to save time.

All you need is to sign up for a free Moosend account and get started!

5. Show Your Products

Spend more time to write a copy that is clear, concise, and sells.

But don’t forget that adding a feature photo of the sale is equally important to convert your subscribers!

Design-wise, this is a single-photo structure:

Black Friday email marketing template

To recreate this, edit a photo of your merchandise by adding text. Now your Black Friday campaign just acquired some character!

6. Add a Countdown Timer

To spruce up excitement and user engagement, set up a countdown timer email to go off at 20:00 or 21:00 on the same day to create a sense of urgency.

To take advantage of timers, you need to get an email marketing platform that will have them! Choosing one of the best email marketing platforms like Moosend will allow you to infuse your emails with advanced elements to boost your conversion rates.

Here’s how your Black Friday email it will look with a timer:

Black Friday campaign with countdown timers

7. Create Segments to Reward your VIPs

Reward your most loyal customers by segmenting them into a VIP mailing list.

Then, give them exclusive early access to your pre-Black Friday sale.

As we said before, you can segment your subscribers by choosing an email management tool that will group your subscribers based on their engagement.

What’s more, invest in a compelling copy that is personal and urgent so that they open the email: e.g., “John, this is just for you. Tick. Tock.”

Black Friday Email Newsletter: Essential Elements To Include

To help you nail your Black Friday emails, here’s a checklist of all the things you need to make them work:

1. Your Brand Logo

Center top is what we recommend. This, nevertheless, depends on the overall alignment of your email newsletter templates.

As you can see in the example below, we went for Center Alignment. Customize your newsletter by dragging and dropping elements to suit your liking.

Don’t be afraid to try numerous things before you create the final version of your campaign!

2. Copy that Amplifies Urgency

Don’t underestimate the power of great copy. It might take you 30 minutes or as much as a couple of hours.

Also, don’t limit your copy to one sentence or two. Come up with alternatives. Write, edit, check with a third party, edit again.

Bring your choices down to two and then run an A/B test.

3. The Offer

Clearly communicate the offer to your audience.

Be it through your subject line or your email copy, you need to show your audience what you offer in the most straightforward way to avoid confusion of potential frustration.

4. (Free) Shipping Fees

Free shipping is always a good look. These three magic words can help your indecisive customers click on your CTA and purchase your Black Friday goods.

Just make sure to let them know when they open your Black Friday email campaign or through your Black Friday subject lines!

5. Social Media Buttons

Elementary social media marketing is, my dear Watson!

Make it easier for your subscribers to check you out on their favorite social media channels! Ensure that the content you share across platforms is relevant but not identical to that of your newsletter.

It should offer additional information, not repeat it.

Black Friday campaign element structure

Up to now, we saw everything you need to know about your Black Friday campaign. But what about your visuals?

Below, you’ll find some fantabulous ideas from good ol’ Pinterest to fill your creative pools and make Black Friday’s campaign an email to remember!

Pinterest Ideas for Visually-Stunning Black Friday Emails

Your email needs a background. You could go for a flat black background. Ooooooor not.

Here’s how you can draw your inspiration from Pinterest photos.

Like we said, inspiration can get tricky. To make sure you don’t blackout, here are a few ideas to go all unique about it.

Below we show you beautiful photos that you could use as a background in your newsletters, complete with matching subject lines for your Black Friday marketing.

Stun Your Audience with a Magical Image

We selected the photo of this beautiful black unicorn as a background for your Black Friday email design.

You can use this image to give you Black Friday sales a new vibe and wow your customers with your creative spirit.

Use with Subject line: “Magical offers galloping towards you!”

Black Friday Pinterest inspiration

Plays on Connotations

Here, we borrowed a locomotive engine whose steam you can borrow to turn your email into a puffy dream. 

Use with Subject line: “And…Poof! All of their stock disappeared in a few hours!”

Black Friday email background Pinterest idea

Add Movement to your Emails

Many photos feature lovely patterns that are usually lost in the bigger picture.

Let’s try to see what others won’t. The image below is perfect for adding some elegance to your email campaigns.

Use with the Subject line: “Dance it out in your new skirt! $3-20$ #2hourstogo”

Black Friday visual Pinterest ideas

Be Bold and Abstract

What we did here is that we cropped the model wearing the coat out of the photo to play with geometry and symmetries.

You can also create a landing page and link it to your email, where the image of the model wearing the coat appears in full.

Cute mind-blowing detail, right?

Use with the Subject line: “Don’t slouch! Get clicking! Yesterday!”

Black Friday background ideas

Make Them Wild

On Black Friday, as well as every sale occasion, consumers are on alert.

Waiting for the moment to make their move, ultimately beating everyone else to checkout, and getting their item of desire.

This black and white jaguar awaits to make its move.

Use with the Subject line: “Black Friday- Are you lurking?”

Black Friday email visual ideas from Pinterest

Pun Intended

Get inspired! Look for a word that could spur puns and retrieve the image, or the other way around!

As soon as we saw these picture-perfect blackberries, we couldn’t help ourselves!

Use with Subject line: “Have yourself a berry black Friday!”

(Okay, we could do better, but you get the point!)

What About Cyber Monday?

Are you more of a Cyber Monday deals fan?

Well, in that case, you should communicate you are participating in the Monday celebrations just before Black Friday kicks in.

This way, your competitors won’t benefit from your absence on Black Friday.

While you are at it, send out a newsletter and promote your Cyber Monday deals for a few days – this way, whoever is interested in your products will keep some of their budget aside to purchase from you.

And don’t forget! To create the perfect Black Friday campaigns, you need the best tools to design and send them! If you feel like it, make sure to sign up for a free Moosend account and see how our editor can help you nail the holiday season!

Black Friday is coming! Time to get ready!

 

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