Published on November 14th, 2017 | by Sonia Mansfield


Email marketing tips for Black Friday, Cyber Monday and Giving Tuesday

In between Thanksgiving and Christmas are three of the busiest shopping days of the year: Black Friday, Cyber Monday and Giving Tuesday.

According to the National Retail Federation more than 154 million people shopped over the Thanksgiving weekend last year, spending an average of $289.19. The survey also reveals that 44 percent of those big spenders went online, and 40 percent shopped in a store. Giving Tuesday, a global day of giving, raised more than $177 million, with an average gift size of $107.69.

If you want to boost your bottom line on the busiest shopping days of the year, it’s time to gussy up your email marketing campaigns. This is especially true if you want to stand out among retail giants such as Target and Walmart.

Here are a few email examples and helpful tips for how your small business can get in on the big bucks on Black Friday, Cyber Monday and Giving Tuesday.

Black Friday

If you feel you can’t compete with the big guys on Black Friday, why not start your sale early? Gift buyers are already shopping. In a study, 34 million people said they start their holiday shopping before Thanksgiving. Take a tip from Blue Apron: The brand ran a Black Friday sale before Thanksgiving to catch early bird shoppers with the email subject line, “Can you keep a secret? Our Black Friday sale starts … soon.”

Blue Apron Black Friday Teaser Email

Cyber Monday

Shoppers spent $3.45 billion on Cyber Monday in 2016, the biggest shopping day in the history of online shopping. If you want to get your email subscribers to make a purchase, an email that suggests urgency is a powerful persuader. 

Tick tock. Tick tock. Clarks Shoes knows that a countdown clock is a mighty motivator. With the email subject line, “Final Hours – Cyber Monday Ends At Midnight!” there’s no doubt that Clarks Shoes customers were eager to take a step in their direction.

Countdown clock for Cyber monday

Giving Tuesday

Sometimes the best advice is to keep it simple. Brooks Brothers made it easy for customers to support a charitable cause on Giving Tuesday. You buy something, we donate. It’s as simple as that.

Golden Fleece foundation Giving Tuesday

Bonus tips

Online deal site Tanga decided that if you’ve got a good thing going, why stop? There’s no rule that your promotions must end after Black Friday, Cyber Monday and Giving Tuesday pass. It’s over when you say it’s over. You can extend your holiday sales for as long as you like — after all, it’s your business, right?

Extending Black Friday and Cyber monday deals

In order to maximize the shopping frenzy, plan to send emails to remind your customers that your business is a boundless resource for holiday shopping. You don’t have to open your doors at 5 a.m. to cash in on willing shoppers — just add your own spin and get the word out.

In addition, don’t forget about Small Business Saturday, which is sandwiched between Black Friday and Cyber Monday! Here’s our guide on how to take part in this relatively recent but highly successful holiday tradition.

Shine bright for the holidays

5 days of seasonal discounts, festive tips and holiday helpers

Visit Everything Holiday


© 2017, Sonia Mansfield. All rights reserved.

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About the Author

Sonia Mansfield

is the content marketing manager for PsPrint, a Deluxe company.

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