How to Use Email Marketing to Boost Black Friday Traffic

How to use email marketing to boost Black Friday sales.

Black Friday is one of the biggest annual sales events of the year. Over the 2019 Black Friday weekend, nearly 190 million people shopped online or in-store. Of this, 39% of consumers used emails from retailers to find deals and promotions. With careful preparation and planning, you can use this holiday to bring in greater revenue for your business. Use email marketing to boost Black Friday traffic. A robust email marketing campaign can help you drive website traffic and increase sales. To help set up your business for success, we have compiled a list of tips and ideas for your Black Friday email marketing plans.

1. Segment Your Email List

Email segmentation is a great way to generate engagement with people who are more likely to buy from you, especially if it’s behavioral segmentation. To do this, you must understand your email list and group your contacts according to their previous engagement, preferences, and past purchase data.

  • Previous engagement: You should adjust your email marketing content depending on subscribers’ engagement levels with your previous marketing emails. This way, you can target your less engaged subscribers with a softer approach and reward those who have shown a higher engagement level with your brand.
  • Preferences: Using customer-defined preferences lets you personalize your content so you can better appeal to your subscribers. To collect customer preference information, create a sign-up sheet that lets customers give you information about them, such as gender or location. Using this information, you’ll be able to send tailor-made emails that’ll resonate with your subscribers, boosting your engagement rate.
  • Purchase data: segment your list using customers’ past purchase behavior, then tailor emails based on their past purchases. You can customize your offers by suggesting complementary products and other products that may interest them.

2. Create a Sense of Urgency

Creating a sense of urgency with your emails will help encourage customers to act. Use compelling language in your CTAs or call to action and on your email subject line. An action-based tone in your content can make sure your CTAs clearly communicate your offer.
Additionally you can use countdowns to incentivize your subscribers further to make a purchase. Use a countdown clock in your emails to display the number of hours and minutes left before your offer expires.

Creating FOMO or fear of missing out is also another powerful way of creating urgency. Use language that encourages subscribers to take action before it’s too late. This tactic can also help you re-engage with shoppers who did not complete their purchase. Set up emails that target these shoppers and offer them discounts and other promotions.

3. Increase Average Order Value

The goal of email marketing is to drive sales during Black Friday. The best way to achieve this is by shoppers ordering more products at the time of purchases. Offering free shipping or same-day delivery can help encourage shoppers to buy more to qualify. The threshold should be high enough, so customers will have to buy another item to reach it.

You can also give a percentage off of orders over a certain threshold. For example, you can offer 15% off orders over $200. The prospect of getting a bigger discount will drive more shoppers to spend more.

4. Important! Use a Catchy Subject Line

Black Friday is the busiest time of the year, and your subscribers are being bombarded with other promotional materials. To stand out, you need to use a catchy subject line that will prompt them to open your email. If you use your usual email copy, you’ll receive the same old engagement. Don’t use generic phrases, such as “Don’t miss our Monday treats…”

Try to use stylish and creative word structures and pick words that are different from the norm. Remember to keep your offer clear.


If you’re looking to increase sales over the Thanksgiving weekend and into the key holiday shopping days, you should double-down on your Black Friday email marketing efforts. Use these tips to boost Black Friday traffic with email marketing. Creating appealing and enticing emails using customer segmentation is a surefire way to stand out and increase engagement, traffic, and sales.