12 Black Friday & Cyber Monday Email Strategies to Boost Sales

Black Friday and Cyber Monday are some of the year's biggest shopping days. With 2022 setting a record for Cyber Monday sales alone at $11.3 billion in the U.S., it’s clear that these days hold massive potential for businesses looking to increase their year-end sales. But with so many brands competing for attention, how do you make sure your email marketing stands out and drives results?

This guide will walk you through 12 essential email marketing strategies to help you connect with your customers, boost engagement, and drive sales during the holiday shopping frenzy.

Essential Email Marketing Steps to Boost Holiday Shopping Sales

1. Start Planning NOW!

Preparation is everything! The earlier you start, the more time you have to brainstorm, strategize, and execute a polished Black Friday and Cyber Monday (BF/CM) campaign.

• Hold Brainstorming Meetings: Get your team together to discuss goals, messaging, and design ideas.
• Plan Your Campaign: Outline your campaign's timeline, from initial emails to last-chance offers.
• Segment Your Audience: Think about who you’re targeting and what they’re looking for. Segmenting early on helps tailor your messaging later.
• Plan Your Creative Deliverables: Identify the quantity and type of emails you’ll need, from teaser emails to cart reminders.

2. Decide on Your BF/CM Offers

What will you offer to stand out? The holiday season is about discounts, exclusives, and enticing marketing offers. Start identifying what type of discount or special offer will be most appealing to your audience. Popular choices include percentage discounts, buy-one-get-one offers, or free shipping for orders over a certain amount.

3. Assess Last Year’s Performance

Look back at last year’s BF/CM email campaigns to see what worked and what didn’t. Did certain subject lines get better open rates? Were some offers more popular than others? Understanding your past performance can help you fine-tune this year’s strategy.

4. Develop Your Email List

A healthy, engaged email list is crucial for holiday campaigns. Take some time to clean out inactive users and consider adding an SMS element to reach customers who prefer texts over emails. If you haven’t already, launch a few pre-holiday campaigns to build your list and re-engage subscribers.

5. Collaborate Across Marketing Teams

Your email campaign shouldn’t exist in a silo. Make sure your entire marketing team is aligned on the messaging, visuals, and offers being promoted. Each department should know its role in executing the campaign. Coordinating with other marketing teams (social media, paid ads, etc.) ensures your messaging is consistent across all channels.

6. Determine Your Audience’s Needs and Wants

Understanding what your audience values will help you craft emails they want to open. Think about what your customers are looking for in holiday deals. Are they after steep discounts? High-quality product images? Simple, straightforward CTAs? Make sure your offers resonate with what they’re actually shopping for.

7. Create Can’t-Miss Messaging

In a crowded inbox, your messaging has to be on point. Develop a strong message that catches your audience’s attention and encourages them to click through. Use enticing CTAs, highlight your offers clearly, and don’t be afraid to build a little urgency — everyone loves a “limited-time deal.” Pro tip: Use emojis!

8. Plan Your Audience Segmentation

Audience segmentation goes beyond basic demographics. Use data to create segments based on purchase history, browsing behavior, or interests. For example, past customers might receive a special “loyalty discount,” while new subscribers might get a “welcome” offer. Targeted messages can help drive higher engagement and better conversion rates.

9. Develop Creative That Sells

Your email design should make users want to shop. Use high-quality visuals that showcase your products, add festive touches to fit the holiday theme, and ensure your email layout is clear and easy to navigate. The goal is to make it as easy as possible for recipients to click through and make a purchase.

10. Establish Your Holiday Email Cadence and Schedule

Timing matters during BF/CM. Set a schedule for your email sends, including the frequency and timing of each message. Many brands send a teaser email, followed by “early access” for loyal customers, a Black Friday email, a Cyber Monday email, and a few last-chance reminders. Plan this cadence carefully to avoid overwhelming your audience while keeping your brand top of mind.

11. Use Omnichannel Marketing

Email alone isn’t enough to capture all potential customers. Complement your email strategy with social media, website updates, and holiday SEO efforts. Promote your BF/CM deals across all platforms to ensure maximum reach. Make sure your website is optimized and ready to handle the traffic, and use social media to share timely updates and teasers.

12. Focus on Post-Sale Customer Retention

Black Friday and Cyber Monday are great for driving new sales, but don’t stop there. Focus on keeping those new customers engaged. Follow up with post-sale emails thanking them for their purchase, and consider offering them a small discount on their next order to encourage repeat business. Your holiday shoppers don’t have to be one-time buyers!