How to write a Black Friday email

How to write and send Black Friday emails

1. Put the offer and the date in the subjectWrite 30% off the yearly plan, ends Monday, not Our biggest sale ever. Chime's subject line, Finish signing up It's free and takes less than 2 mins, answers the price and the time before anyone opens it. Your subject can answer what the deal is and when it ends the same way. Test it in the free subject line tester.
2. Keep one offer and one buttonAtlassian's reminder is built around a single button for one next step. A sale email with three deals and five links makes the reader choose, and most choose nothing. Pick one offer and one button that names it, like Get 30% off.
3. Send three emailsSend one when the sale opens, one reminder in the middle, and one on the last day. Each says the same offer and the same end date. People who meant to buy later forget, and the reminder is what brings them back.
4. Say the hour in the last emailThe last email should say when the deal ends, with the hour and time zone, like Ends tonight at midnight ET. Keep it short: the offer, the hour, the button. For people who started a trial and stopped, Docusign's You're almost there shows the angle: tell them how close they are, then give the deal.
5. Make the page match the emailThe button should land on a page whose first screen says the same offer and date. If the email says 30% off and the page shows full price, the reader thinks the deal is gone. Send them to the sale page, not the homepage.
6. Grade the page, then bring it to a callPaste your sale page into the free landing page grader to see which first screen checks fail. If you want a second set of eyes, a call with Blake is $499 for 50 minutes on Google Meet. We write the subject lines and the first screen of your sale page together.

Three emails and what each one says

Which real examples show it

Chime

1. Put the cost of finishing in the subject

Free and under two minutes answer the two reasons people quit a signup, before they even open the email.

1. Find where signups stall
2. Say the price and time to finish in the subject
3. Repeat one finish button in the email

Full breakdown · Source

Atlassian

2. Remind people of the one next step

One next step is easy to take, and a first project is the moment a trial becomes real use.

1. Find the first action that predicts staying
2. Send one email about only that
3. Use one button

Full breakdown · Source

Docusign

3. Tell people they are almost done

Almost there uses the pull of a nearly finished task to get people back.

1. Find where signups stall
2. Tell them how close they are
3. Give one button to finish

Full breakdown · Source

CapCut

4. Sell the app as a crew for a big moment

Tying features to a seasonal job gives a clear reason to try now.

1. Pick a seasonal moment your users prepare for
2. Frame the product as their crew for it
3. Name specific features for the job
4. Post early in the season

Full breakdown · Source

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