Key takeaways
Black Friday email examples for 2026 fall into a few types – teaser, early-access email, launch, reminder, and Cyber Monday extension
Build an email sequence that starts with previews, launches on Black Friday, and continues through Cyber Monday
Keep emails focused on one offer, clear copy, a mobile-first layout, and a deadline shoppers can believe
Set up automated emails for reminders, abandoned carts, and post-purchase follow-ups to recover more sales
Group your audience into segments and tailor offers to make Black Friday emails relevant to different shoppers
Here are 15 Black Friday email examples for 2026, grouped by type, including proven subject lines and templates for your next sale. The fastest way to plan your Black Friday emails is to copy the ones that already work.
You’ll also find automation ideas that help recover missed sales before, during, and after Black Friday. We start with four examples from Omnisend customers, then cover key campaign types like teasers, launches, reminders, and Cyber Monday extensions.
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Black Friday email examples
The best Black Friday email campaigns use a mix of email types, from early teasers to final reminders. Below are 15 Black Friday email examples from real brands, including what you can learn from them.
1. The scarcity-led sale (Rachel Riley)
2. The sitewide sale (INGLOT Canada)
3. The tiered category sale (B-Wear)
4. The values-led, no-discount email (Amundsen)
5. The last-chance reminder (Nikura)
6. The gift-focused email (Bombas)
7. The shop-by-category event launch (Ralph Lauren)
8. The product spotlight (Paramount)
9. The deal of the day (TOMS)
10. The early VIP access (Only Natural Pet)
11. The countdown teaser (Kirrin Finch)
12. Spend more, save more (Wandering Bear)
13. The sale extension (Nkuku)
14. The Cyber Monday email (Allbirds)
15. The gift-with-purchase (Nomasei)
The scarcity-led sale: Rachel Riley
Subject line: Big Savings In Our Black Friday Sale! 🖤
Rachel Riley creates urgency with a catchy Black Friday offer and stock updates. The email presents a 50% sitewide discount with new arrivals, and points out that hundreds of sizes have already sold. The message gives shoppers a reason to act while showing that demand is already high.
What to copy:
- Lead with the biggest offer in your Black Friday subject line to grab attention
- Reuse the same email design for your final day and Cyber Monday sends by changing only the deadline
- Add new products during the sale to give shoppers a fresh reason to buy
With Omnisend, Rachel Riley grew BFCM revenue 77.33% year over year. It earned 48.1% of total BFCM store revenue through Omnisend, and automations drove 46% of that Omnisend-driven revenue.
→ Read the case study
The sitewide sale: INGLOT Canada
Subject line: Everything 25% off starts now
INGLOT Canada makes the offer clear from the moment shoppers open the email. The subject line highlights a 25% sitewide discount, and the same message appears in the hero banner. Plus, a product grid with visible prices lets customers browse before clicking through.
What to copy:
- Include the exact discount in the subject line and the top section of the email so shoppers see the offer easily
- Display your products with visible prices to turn your email into a shopping experience
- Place free shipping below the main offer to add value without distracting from it
INGLOT Canada earns a 117% higher conversion rate on abandoned-cart workflows that pair email with SMS and push, above email-only promotions. Those workflows now drive 8% of its yearly email revenue.
→ Read the case study
The tiered category sale: B-Wear
Subject line: Black Friday is here: up to 50% off
Instead of using one discount across the store, B-WEAR offers different savings for each category. Tees receive the biggest discount, while hoodies and decorated items have separate offers. The email also keeps every offer easy to shop. Each discount includes its own call to action that leads directly to the matching collection.
What to copy:
- Use your brand’s own style to create a memorable Black Friday campaign
- Group products by category and show the discount beside each one
- Link every button to the matching collection instead of your homepage
Omnisend drives 40% of all company sales for B-Wear, and its welcome series converts at 66%.
→ Read the case study
The values-led, no-discount email: Amundsen Sports
Subject line: No sales, just values
Amundsen Sports proves you do not need a discount to create a strong Black Friday newsletter. The email focuses on its values and encourages customers to buy better, not more. Back-in-stock and new-color product cards give the email something to click. It suits premium brands that don’t want to train customers to wait for sales.
What to copy:
- Skip discounts only when your brand has a clear and believable point of view
- Feature new arrivals or back-in-stock products so that shoppers have a reason to click
- Use value-driven messaging to protect your margins and reduce discount expectations
Amundsen Sports generates 30% of its Omnisend sales through automations. Order-confirmation flows alone drive 17% of its yearly Omnisend revenue.
→ Read the case study
The last-chance reminder: Nikura
Subject line: Last chance: the Black Friday Sale ends soon
Nikura’s Black Friday email design leads with a last-chance headline and restates the 25% off plus £2 oils offer. It also includes the exact end date and time, so that customers know there is no extra time to wait. The email avoids extra details that could distract from the deadline.
What to copy:
- Repeat the offer in the final email so customers know what they can get before it ends
- Make use of a clear last chance message and a specific deadline so you’d spur action
- Follow up with an abandoned cart email that repeats the same offer and urgency
The gift-focused email: Bombas
Subject line: The moment you have been waiting for is here
Bombas turns its Black Friday sale into a gift guide instead of focusing only on the discount. The email opens with 25% off everything, then continues with a curated selection of gift ideas. The message answers what to buy as well as how much they can save.
What to copy:
- Add gift categories to your sale emails so shoppers can find present ideas with ease
- Organize products by recipient so customers can find relevant gifts with less effort
- Curate a small selection of featured products instead of filling the email with every item
The shop-by-category event launch: Ralph Lauren
Subject line: Black Friday Has Launched, Enjoy 25% Off Selected Styles
Ralph Lauren positions its Black Friday sale as a full shopping event, not a simple discount campaign. The email mentions the launch first, and then directs shoppers to collections for men, women, boys, and girls. The email also relies on strong editorial imagery to reinforce the brand’s premium feel.
What to copy:
- Announce when your sale goes live so shoppers know the event has started
- Direct shoppers to collections based on audience or product category
- Use strong brand imagery to support the shopping experience instead of relying only on discounts
The product spotlight: Paramount Shop (Yellowstone)
Subject line: 35% Off Sitewide: Yellowstone Black Friday Deals Are Here!
Paramount Shop opens with the 35% off sitewide and tells shoppers to use the BFCM code at checkout. It then directs shoppers to collections such as clothing, drinkware, jewelry, and ornaments. This design is among the Black Friday email examples that work for licensed or themed catalogs.
What to copy:
- Put your discount code and sale dates at the top so shoppers know the offer
- Organize products into themed collections that match your audience’s interests
- Group related collections together instead of sending shoppers to your full catalog
The deal of the day: TOMS
Subject line: Deal of the Day—$39 Lynette Loafers
TOMS gives one product the full spotlight – the Lynette Loafer, with the price reduced from $100 to $39. It’s one of the focused Black Friday email examples because shoppers know exactly which product is on sale. Links to the women’s, men’s, and kids’ collections remain available for shoppers who want to browse further.
What to copy:
- Feature one main product with the original and sale price so shoppers can see the value
- Show the available color or style, so shoppers know exactly what they are buying
- Add a today-only message to encourage faster purchase decisions
The early VIP access: Only Natural Pet
Subject line: Your Pet Gets Early VIP Access to BLACK FRIDAY DEALS! ⭐
Only Natural Pet’s Black Friday early access email rewards VIP subscribers with 20% off every purchase using the EARLYBIRD code. Separate shop buttons for dogs and cats help customers find relevant products. The offer is exclusive because it is only available to VIP shoppers before the sale.
What to copy:
- Give subscribers a head start with early access that includes a unique code or shopping window
- Create separate shopping paths for different customer segments based on interests or product types
- Use early purchases to identify the products that deserve more attention on Black Friday.
The countdown teaser: Kirrin Finch
Subject line: ✨ The Countdown to Black Friday Has Begun! 🕺
Kirrin Finch uses a Black Friday teaser email to create excitement before the sale begins. Instead of leading with a discount, it includes a letter from the COO and co-founder. The email promises deals throughout the month and invites subscribers to join SMS for the earliest access.
What to copy:
- Send your teaser from a founder or team member so it feels like a personal note, not an ad
- Promise future deals to encourage subscribers to keep opening your emails
- Use the teaser campaign to grow SMS, or build the list with a Black Friday popup
Spend more, save more: Wandering Bear Coffee
Subject line: Now brewing: BLACK FRIDAY DEALS ☆
Wandering Bear Coffee uses increasing discounts to motivate shoppers to spend more. The email offers 15% off orders of $30 and more, and 20% off orders of $60 or more. Among Black Friday email examples, this rewards larger purchases instead of relying on one flat discount. A membership perk adds even more value for loyal customers.
What to copy:
- Create two or more spending tiers to encourage higher order value
- Keep the design simple so shoppers focus on the offer, not heavy graphics
- Reward your highest spending customers with an exclusive loyalty or membership benefit
The sale extension: Nkuku
Subject line: Extended! Black Friday
Nkuku extends its Black Friday event for another 48 hours with the original offer unchanged. Shoppers still get 20% off across all collections with the BLACK20 code before the new deadline. It also features a Black Friday Edit with selected home and gift products. That gives returning shoppers something new to browse.
What to copy:
- Extend your sale with a limited deadline so shoppers know when the offer ends
- Keep the original discount and promo code so the extended offer can be easy to follow
- Update the email with a curated product selection instead of resending the same campaign
The Cyber Monday email: Allbirds
Subject line: This Cyber Monday Deserves An Encore
Allbirds relies on its witty brand voice to make a Cyber Monday extension feel fresh. The subject line treats the extra day as an encore, while the email jokes about turning Cyber Monday into Cyber Tuesday. The offer stays the same, with up to 50% off, with simple shopping paths for women and men.
What to copy:
- Give your Cyber Monday extended sale a creative theme so it feels like a bonus instead of a repeat
- Use your brand’s personality to refresh the same offer without changing the discount
- Keep separate shopping paths for key audiences so customers can easily find products
The gift-with-purchase: Nomasei
Subject line: BLACK FRIDAY THE NOMASEI WAY 💫
Nomasei replaces discounts with a gift that adds value to every purchase. It offers a complimentary shoe care kit with every pair ordered. The gift is added to the cart automatically, so the offer is simple to redeem. It is a values-led alternative to a percentage off that supports retention campaigns.
What to copy:
- Offer a gift instead of a discount when you want to protect your pricing
- Add the gift to the cart automatically so shoppers do not need a promo code
- Choose a gift that naturally complements the main product
Black Friday email templates
Copy these Black Friday email ideas directly into the text block in your email editor. Replace the double-bracketed personalization tags ([[ ]]) with your information or keep them if you use Omnisend’s Liquid templating.
Black Friday teaser email template
Subject: [[contact.first_name | default: ‘Hey’]], something big is coming…
We’re cooking up our biggest sale of the year. Black Friday drops in seven days with discounts you won’t believe.
Want early access? Hit reply and tell us you’re interested. VIP shoppers get the first pick of inventory before the masses descend.
Save the date: November 29th. VIP access starts at 6 AM.
Get ready, [Your Brand Name]
Copy text
Black Friday countdown email template
Subject: 48 hours until Black Friday [[contact.first_name]]!
The countdown is ON. In just two days, everything in our store drops to Black Friday prices.
Here’s what’s coming:
30–50% off all bestsellers
Free shipping on everything (yes, really)
Mystery gift with purchases over $100
Pro tip: Add your favorites to your cart now. When Friday hits, just check out and save.
See you Friday, [Your Brand Name]
Copy text
Black Friday discount email template
Subject: BLACK FRIDAY LIVE: 40% off EVERYTHING
[[contact.first_name | default: ‘Friend’]], it’s HERE!
Our Black Friday sale just went live. Take 40% off every single item with code: BF2026
But here’s the thing: our [top product] is already 67% sold out. And [another popular item]? Going fast.
Shop now: [Link to store]
Happy shopping, [Your Brand Name]
Copy text
Black Friday last chance email template
Subject: [[contact.first_name]], Black Friday ends in three hours
This is it – your final call.
Our Black Friday sale disappears at midnight. That 40% discount? Gone. Free shipping? Over. The items in your cart? Back to the regular price.
You’ve got 3 hours left: [Link to store]
Don’t say we didn’t warn you, [Your Brand Name]
P.S. Your cart has [[cart.item_count]] items waiting. Complete your purchase before they’re full price again.
Best practices for Black Friday emails
Our BFCM 2024 data shows that early promotions and automations deliver the strongest results. Follow these Black Friday email marketing ideas before adding extra tactics:
- Turn your automations on first. In November 2024, automations drove 30% of all email orders from just 3% of sends. They averaged a 45.43% open rate and a 26.45% click-to-conversion rate.
- Plan the full campaign. Build a sequence from teaser to Cyber Monday follow-up. Most shoppers buy after many emails.
- Segment your Black Friday list. Focus on your top 10% by revenue and recent cart abandoners. Add shoppers who use a coupon on half or more of their orders.
- Design for mobile. Mobile accounted for 57% of Cyber Monday sales in 2024, according to Adobe Analytics data. Use responsive newsletter templates with large buttons and easy-to-read text.
- Add SMS for the fast moments. Black Friday SMS drove 221.9% more orders year over year, according to our research. People open 90% of texts within five minutes.
Get your Black Friday emails ready
Watch this video to learn how Omnisend AI can help you finalize your Black Friday email campaigns:
Build your Black Friday email strategy now with four essential components:
- Schedule pre-sale campaigns to grow anticipation
- Build launch-day messages to capture peak shopping energy
- Plan retention emails to convert holiday buyers into repeat customers
- Add automated flows for abandoned carts and welcome sequences
These campaigns and flows only work with proper list management. Segment your audience by purchase history, engagement level, and customer value. Remove inactive subscribers now to ensure your Black Friday emails reach engaged customers who buy.
Omnisend provides the complete toolkit for Black Friday success – templates, automation, segmentation, and SMS marketing integration built for ecommerce.
Join Omnisend to build Black Friday marketing campaigns that win sales
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FAQ
1. How many emails should I send during Black Friday?
Plan a sequence of about five. Include a teaser, early access email, launch, reminder, and last chance or Cyber Monday email. Keep your automations running throughout the sale.
2. When should I start sending Black Friday emails?
Start about a week before Black Friday with a teaser. Send your biggest offers on Black Friday and Cyber Monday. Many Black Friday email examples follow this schedule.
3. What makes a good Black Friday email?
A clear offer, visible deadline, and a main CTA. Keep the layout mobile-friendly and avoid overcrowding the email with too many products.
4. What is the best Black Friday email subject line?
Keep it short and easy to scan. Mention Black Friday, highlight the offer, and add urgency. Most Black Friday email examples use fewer than seven words.
5. Can I send more than one Black Friday email a day?
One email a day is enough. Send a second email only when you have an update.