15 Awesome Black Friday and Cyber Monday Email Templates
It's 3 AM on Black Friday. You're lying in bed, doom-scrolling through your inbox (don't pretend you don't), and every single email looks exactly the same.
"MASSIVE SALE!" "DON'T MISS OUT!" "FINAL HOURS!"
Generic. Boring. Forgettable.
Here's what most brands get spectacularly wrong about BFCM emails: they think louder equals better. More exclamation marks! Bigger discounts! Redder buttons!
The real money — and we're talking £12.4 billion on Cyber Monday alone last year — goes to brands who remember that behind every email address is a real person. Someone who's tired of being shouted at. Someone who appreciates honesty. Someone who actually reads emails that feel like they were written specifically for them.
That someone? They're about to become your customer.
Why your customers are wishing your emails were different
Research shows that in 2023 alone, approximately 1.83 billion promotional emails were sent on this single day, resulting in nearly 387 million opens and over 12.7 million clicks. That's a lot of competition.
Most brands make the same mistakes:
❌ Generic templates that scream "automated mass email"
❌ Subject lines that blend into the crowd
❌ No personality or brand voice
❌ Offers that aren't actually that exciting
❌ Zero urgency (or fake urgency that nobody believes)
Great BFCM take the familiar format and twist it just enough to wake people up.
Because when you treat people like humans, they respond like humans. They buy more. They stay longer. They tell their mates.
Revolutionary, right?
What makes people click (spoiler: it's not what you think)
Before we dive into the templates, let's debunk ⬇️
Myth #1: Bigger discounts always win Wrong. A 70% discount on something people don't want is still worthless. A 20% discount on something that solves their actual problem? That's gold.
Myth #2: More emails = more sales Also wrong. More relevant emails = more sales. There's a difference.
Myth #3: Everyone loves urgency Partially wrong. People love genuine urgency. They hate manufactured panic.
Myth #4: Templates kill creativity Completely wrong. Good templates are like recipe cards – they give you structure so you can focus on flavour.
So what does work?
After analysing hundreds of BFCM campaigns, here's what separates the wheat from the chaff:
Stories over sales pitches. People buy from people. Tell them about the customer who bought six of something because it changed her life. That's worth more than any discount code.
Problems over products. Don't lead with what you're selling. Lead with what you're solving. The product is just how you solve it.
Personality over perfection. That slightly wonky joke that makes your designer cringe? It might be exactly what makes a customer smile.
Right. Templates time.
15 Black Friday/Cyber Monday email templates that convert
1. The "I'm not like other brands" opener
When to send: One week before Black Friday
What it does: Sets you apart before the noise starts
Subject line: "This Black Friday email is different (I promise)"
I know what you're thinking.
"Here we go. Another 'MASSIVE SALE' email from another brand pretending their 20% discount is life-changing."
Fair enough. Your inbox is probably already groaning under the weight of BLACK FRIDAY MADNESS emails that all sound like they were written by the same overexcited robot.
This one's different.
First off, I'm not going to pretend this is the biggest sale in human history. It's not. It's just a decent discount on stuff we think you'll like.
Second, I won't assault you with countdown timers and fake scarcity. If we've got 500 in stock, I'm not going to claim there are only 3 left.
Third, this is actually about you. Not us hitting some arbitrary sales target so Kevin from finance stops giving everyone dirty looks.
Here's what we're offering:
30% off everything (because round numbers are honest)
Free shipping (because paying for postage is annoying)
No nonsense returns (because sometimes things just don't work out)
Sale starts Friday. Ends Monday. No extensions, no "we've decided to keep it going because you loved it so much."
That's it. No tricks. No gimmicks. Just a straightforward offer from people who respect your intelligence.
[BOOKMARK THIS FOR FRIDAY]
One more thing: If you hate sales emails, there's an unsubscribe link at the bottom. No hard feelings. Life's too short for emails you don't want.
Speak soon, [Your name]
Why this works: It's meta. It acknowledges the problem everyone's thinking about. It positions you as self-aware and honest from the start.
2. The "Let's be honest about money" email
When to send: Black Friday morning
What it does: Addresses financial anxiety head-on
Subject line: "Let's talk about money (the honest version)"
Money's tight for a lot of people right now.
I know it. You know it.
So when brands start shouting about UNMISSABLE DEALS and ONCE-IN-A-LIFETIME OFFERS, it can feel a bit... much.
Here's my take: If you genuinely need what we're selling, and you've got the money spare, brilliant. If not? Please don't buy anything just because it's cheaper today.
That said, if you've been eyeing up [product category] for months...
Today might actually make sense:
[Product 1]: Was £120, now £84 (proper 30% off, not fuzzy maths)
[Product 2]: Was £45, now £31.50 (calculator's right there if you want to check)
[Everything else]: Same deal, 30% off
Payment plans available if the upfront cost is still too much. No interest, no catches, just spread it over three months.
Can't afford it even then? Bookmark this page. The products will still be here when things improve. We're not going anywhere.
[SHOP MINDFULLY]
One customer emailed yesterday: "I'd been saving for three months to buy this. Black Friday just means I can afford the premium version."
That's the energy we're after. Thoughtful buying, not panic purchasing.
[Your name]
P.S. - If you're buying gifts, we've got gift vouchers. Let people choose what they actually want.
Why this works: It's financially responsible. It builds trust by putting customer welfare above sales. It acknowledges real-world pressure without exploiting it.
3. The "I messed up and you benefit" confession
When to send: Unexpected timing during BFCM
What it does: Turns a mistake into an opportunity
Subject line: "I ordered too many and now I'm panicking"
Right, I've made a proper mess of this.
Remember when I was at university and thought buying 47 packets of Super Noodles was "bulk shopping genius"? Well, I've done the grown-up version of that.
The situation: I ordered 200 [specific product] for Christmas. Seemed sensible at the time.
The problem: We've sold 47. It's nearly December.
The solution: You get them for cost price before I have to explain to my accountant why we've got 153 [products] gathering dust.
What this means for you:
[Product] normally £85
My cost price: £31
Your price today: £31
Why so cheap? Because storing 153 units of anything in a small warehouse is my problem, not yours.
How many can you buy? As many as you want. Seriously. Buy ten. Buy all of them. I'll drive them to your door myself.
[HELP ME OUT HERE]
The honest truth: This is the lowest price you'll ever see on these. Not because of Black Friday magic, but because I'm an idiot who can't do inventory planning.
Goes back to full price tomorrow when I've hopefully shifted enough to sleep soundly again.
[Your name]
P.S. - If you're thinking "this sounds too good to be true," I don't blame you. But sometimes business mistakes work out for everyone.
Why this works: Vulnerability builds connection. A genuine reason for low prices feels more trustworthy than marketing hype. Self-deprecating humour is disarming.
4. The "For people who hate shopping" special
When to send: Cyber Monday
What it does: Speaks to shopping-averse customers
Subject line: "Cyber Monday for people who hate Cyber Monday"
You hate shopping, don't you?
The crowds. The pressure. The endless decisions. The weird guilt when you buy something nice for yourself.
I get it. My partner's the same. Give her the choice between shopping and dental work, she'd pick the dentist every time.
This email is for people like her. (And possibly you.)
The shopping-hater's Cyber Monday deal:
Tell me what you need
I'll recommend exactly one thing
You buy it (or don't)
We're done
No browsing 47 different options. No "customers who bought this also looked at these 23 other things." Just straight-up, honest recommendations.
Need a gift for someone? Tell me about them. Age, interests, budget. I'll suggest something that actually makes sense.
Need something for yourself? Tell me the problem you're trying to solve. I'll point you to the solution.
[TELL ME WHAT YOU NEED]
Today only: 35% off whatever I recommend. Because finding the right thing should be rewarded, not punished.
Example conversation from last year: "Need a gift for my sister. She's 34, loves cooking, budget £50." "Get the [specific product]. She'll use it every day and think of you." Outcome: Sister loved it. Customer ordered three more for other people.
That's it. No hard sell. No catalogue browsing. Just helpful humans pointing you toward things that make sense.
[Your name]
P.S. - Replies come straight to me, not some customer service team reading from scripts.
Why this works: Acknowledges shopping anxiety. Offers personalised service. Removes decision paralysis. Makes the process human-to-human.
5. The "Your competitor is rubbish" comparison
When to send: Sunday of BFCM weekend What it does: Directly addresses price comparison
Subject line: "Yes, [competitor] is cheaper. Here's why we're not."
Let's address the elephant in the room.
You've probably seen [major competitor] flogging [similar product] for £[their price]. And you're wondering why ours is £[your price].
Fair question. Here's the brutally honest answer.
Their version vs ours:
[Competitor's product]:
Made in [location] with [lower standard materials]
Lasts about [timeframe] before you need to replace it
Customer service that closes at 5 PM sharp
Total cost over two years: £[calculation including replacements]
Our version:
Made in [location] with [higher standard materials]
Built to last [longer timeframe] (we guarantee it)
Customer service that actually gives a damn
Total cost over two years: £[your price]
The real difference? You're not just buying a product. You're buying peace of mind.
But maybe you should go with [competitor]. If you need something cheap and cheerful that does the job for now, they're your best bet.
Come to us when you want something that'll still be working perfectly in three years.
[CHOOSE QUALITY]
Still not convinced? Here's what happened to James from Liverpool:
"Bought the cheap version first. Broke after eight months. Bought another cheap one. That lasted six months. Finally bought yours. Two years later, still perfect. Wish I'd started here."
Your choice. Cheap now, or value forever.
[Your name]
P.S. - We're confident enough in this comparison to offer a full refund if you disagree after trying both.
Why this works: Acknowledges competition directly. Shows confidence in product quality. Uses real customer story. Gives permission to choose competitors if appropriate.
6. The "Behind the scenes" transparency
When to send: Mid-Black Friday
What it does: Shows the human side of your business
Subject line: "What Black Friday looks like from our end"
Thought you might like to see behind the curtain.
It's 2 PM on Black Friday. Here's what's happening in our little corner of the world:
In the warehouse: Dave's been here since 6 AM packing orders. He's had four cups of tea and eaten his entire week's supply of biscuits. "Best problem to have," he says, reaching for another digestive.
At customer service: Emma's answered 73 emails and counting. Most common question: "When will my order arrive?" Answer: "Dave's packing it right now."
In my office: I'm oscillating between pure joy (the sales) and mild panic (the logistics). Also, I've run out of coffee.
The numbers so far:
312 orders (last year was 287 by close)
1,247 website visitors (server's holding up, touch wood)
0 complaints (Emma's keeping track)
What this means for you: Your order's probably already packed. Dave's that efficient.
Still time to join the chaos:
All Black Friday deals still live
Free shipping still happening
Dave still has energy (barely)
[ADD TO DAVE'S PILE]
One thing I've learned today: People really, really appreciate the handwritten thank-you notes we include. Takes an extra 30 seconds per order, but worth every second for the responses we get.
To everyone who's ordered: Thank you. Genuinely. This is what pays for Dave's biscuits and keeps our little business running.
To everyone still browsing: No pressure. But Dave's quite enjoying the chaos.
[Your name]
P.S. - Emma wants me to mention we answer all emails within two hours, even on days like this. She's proud of that stat.
Why this works: Humanises the business. Creates emotional connection. Shows genuine appreciation. Makes customers feel part of something bigger.
7. The "Anti-sale" sale
When to send: Cyber Monday What it does: Appeals to sale-fatigued customers
Subject line: "The sale for people who hate sales"
Sales are exhausting, aren't they?
The pressure. The countdowns. The "EVERYTHING MUST GO" drama that happens every other week.
You know what? Let's do something different.
Today's anti-sale sale:
No timers counting down to artificial deadlines
No fake urgency about stock levels
No psychological tricks to make you panic-buy
Just this: Good products at fair prices for people who appreciate straightforward dealing.
What we're offering:
25% off everything (not 24.7% or 26.3% - just 25%)
Free shipping to anywhere in the UK
60-day returns because sometimes you change your mind
No catches. No hoops to jump through. No minimum spend nonsense.
Why 25%? Because it's enough to make a difference without us having to cut corners on quality.
When does it end? Tomorrow at midnight. Then back to regular prices until Christmas.
[SHOP WITHOUT THE STRESS]
The customer who inspired this email:
"I love your products but I hate feeling pressured to buy. Can't you just have a normal sale without all the marketing nonsense?"
Challenge accepted, Karen from Bristol.
This is for the Karens of the world. The people who want good value without the circus.
[Your name]
P.S. - Yes, this is still a marketing email. But at least it's an honest one.
Why this works: Acknowledges sale fatigue. Offers relief from pressure tactics. Appeals to customers who value authenticity over hype.
8. The "Local heroes" community focus
When to send: Small Business Saturday (between Black Friday and Cyber Monday)
What it does: Builds local connection and community
Subject line: "Small Business Saturday: Why it matters more than Black Friday"
Amazon made £10 billion last Black Friday.
That's billion with a B. From one company. In one day.
Meanwhile, Sarah's bakery on the high street made £340. And she was chuffed to bits because it meant she could afford new equipment for Christmas orders.
This is why Small Business Saturday matters.
Not because small businesses are inherently better (though Sarah's sourdough is pretty special). But because when you buy from small businesses, something different happens.
Your money doesn't disappear into a shareholder's yacht fund. It pays for Dave's daughter's school shoes. It keeps Emma's mum in the customer service job she loves. It means I can afford to send handwritten thank-you notes instead of automated receipts.
Today's deal isn't really about the discount:
30% off everything
Plus, we'll donate 5% of profits to [local charity]
It's about choosing where your money goes.
When you buy from us today, you're:
Supporting 6 local jobs
Keeping profits in the community
Getting products made by people who actually care about quality
Dealing with humans who remember your name
The big retailers will survive without your £50. We'll thrive because of it.
[SUPPORT SMALL BUSINESS]
Customer story:
"I used to buy everything on Amazon. Convenient, sure, but soulless. Found your business last year. Now I know exactly where my money goes and who it helps. That matters to me." - Helen from Edinburgh
That's the difference. Connection instead of transaction.
[Your name]
P.S. - Even if you don't buy from us, buy from someone small today. It makes more difference than you know.
Why this works: Creates emotional connection beyond the transaction. Appeals to values-driven customers. Builds community feeling. Shows impact of purchases.
9. The "Honest gift guide" helper
When to send: Late November What it does: Provides genuine value while promoting products
Subject line: "The gift guide that won't insult your intelligence"
Most gift guides are rubbish.
"For the coffee lover: expensive coffee machine they don't have space for." "For the fitness enthusiast: workout gear they already own." "For everyone else: scented candles."
Brilliant. Revolutionary. Truly helpful.
This gift guide is different. It's based on what people actually buy for each other and what recipients actually use.
For people who are impossible to buy for: [Product X] - £45 Why it works: Everyone needs this, nobody buys it for themselves. Practical but thoughtful.
For people who have everything: [Product Y] - £32 Why it works: It's consumable. Even if they have similar, they'll use it up.
For people on a budget getting gifts for people not on a budget: [Product Z] - £18 Why it works: Looks more expensive than it is. Quality that punches above its weight.
For teenagers (the hardest category): [Product A] - £28 Why it works: Actually trendy according to my teenager test panel (my nieces).
For people buying for themselves: [Product B] - £67 Why it works: You've been meaning to get this for ages. Stop putting it off.
[SOLVE YOUR GIFT PROBLEMS]
The gifts that failed spectacularly last year:
Anything "smart" for people over 60
Subscription boxes for people who hate surprises
"Luxury" versions of things people use daily
Questions I can answer:
What's good for £30?
What ships fastest?
What's actually useful vs just pretty?
Reply with your gift dilemma. I'll give you a straight answer, not a sales pitch.
[Your name]
P.S. - Gift vouchers aren't cop-outs. Sometimes they're the kindest option.
Why this works: Provides genuine value. Shows understanding of real gift-giving challenges. Offers personal help. Builds trust through honesty about what doesn't work.
10. The "Shipping anxiety" soother
When to send: Early December
What it does: Addresses delivery concerns directly
Subject line: "Christmas delivery: The honest timeline"
Let's talk about the elephant in the room.
It's December 3rd. Christmas is in 22 days. And you're starting to panic about delivery times.
Here's the honest truth about shipping:
Royal Mail is doing their best. But "their best" in December is like trying to drink from a fire hose while riding a unicycle. In a hurricane.
Our shipping promise:
Order by December 15th: Will definitely arrive by Christmas
Order by December 18th: Will probably arrive by Christmas
Order by December 20th: Might arrive by Christmas (50/50)
Order after December 20th: Don't blame us if it doesn't
Express shipping available for £15 extra. Tracked, signed-for, and insured. Worth it for peace of mind.
Click & Collect option from our warehouse in [location]. Skip the postal lottery entirely.
Last resort: Gift vouchers delivered instantly by email. Not romantic, but guaranteed to arrive on time.
[ORDER WITH CONFIDENCE]
What happens if we mess up? Full refund plus a £20 credit for the inconvenience. Our fault, our problem.
What happens if Royal Mail messes up? We'll track it down and sort it out. Not your fault, still our problem.
Customer from last year: "Ordered December 19th, arrived December 24th at 2 PM. I aged ten years but the gift was perfect."
Bottom line: Order early, choose express if you're worried, or embrace the gift voucher life.
[Your name]
P.S. - If you're reading this on Christmas Eve wondering where your order is, I'm genuinely sorry. Check your email for tracking updates.
Why this works: Addresses real customer anxiety. Sets honest expectations. Takes responsibility for problems. Offers practical solutions.
11. The "Return customer love" email
When to send: Exclusive timing for repeat customers
What it does: Rewards loyalty genuinely
Subject line: "For customers like you (and you know who you are)"
This email is for a specific group of people.
You bought from us before. Maybe once, maybe five times. You left a review. You recommended us to a friend. You replied to one of our emails with something nice.
You're the customers who make this business worth running.
Your exclusive offer:
40% off everything (10% more than everyone else gets)
Free priority shipping
Early access to new products next year
Why the special treatment? Because acquiring new customers costs 5x more than keeping existing ones. And frankly, you're just nicer to deal with.
You know our quality. You trust our service. You don't need convincing - you just need a good deal.
[CLAIM YOUR REPEAT CUSTOMER DISCOUNT]
Some of you have been with us since the beginning. When we had three products and packed everything on my kitchen table. You took a chance on a business that was basically just enthusiasm and good intentions.
That loyalty means everything.
New products coming Q1: [Tease upcoming releases] - you'll get first look before we announce publicly.
Customer anniversary coming up? We're working on something special. Watch this space.
One request: If you know someone who'd love what we do, send them our way. Personal recommendations are worth more than any advertising.
[Your name]
P.S. - Jessica, if you're reading this, thank you for being customer #1. Still have your order confirmation saved.
Why this works: Makes customers feel valued and special. Acknowledges their journey with the business. Creates emotional connection. Encourages referrals naturally.
12. The "Sustainability conscious" approach
When to send: Any time during BFCM
What it does: Appeals to environmentally conscious customers
Subject line: "Black Friday vs. the planet (and how we're balancing both)"
Black Friday is an environmental nightmare.
There. I said it.
Millions of people buying stuff they don't need, shipped in packaging that ends up in landfill, from factories that prioritise speed over sustainability.
But here's the thing: Boycotting consumption entirely isn't realistic. And some purchases actually make environmental sense.
Our approach to conscious Black Friday:
Buy less, buy better. One quality item that lasts five years beats five cheap ones that last a year each.
What we're doing differently:
Carbon-neutral shipping on all orders
Plastic-free packaging
5% of today's profits go to environmental charities
Buy-back scheme: sell your old one back when you upgrade
The sustainability discount:
35% off everything
But only if you genuinely need it
Questions to ask yourself:
Will I still be using this in two years?
Am I replacing something broken or just wanting something new?
Is this the best version I can afford?
If the answer's yes to all three: go for it.
[SHOP CONSCIOUSLY]
Customer who gets it: "I've had your [product] for three years. Still works perfectly. Finally upgrading to the new model and selling the old one to my sister. This is how shopping should work."
What we won't do:
Pressure you to buy more than you need
Sell you the cheapest option if the expensive one will last longer
Pretend consumption has no environmental impact
What we will do:
Make products that last
Take responsibility for our impact
Help you make informed decisions
[Your name]
P.S. - If you're trying to reduce your environmental impact, buying quality items less frequently is more effective than buying eco-friendly items frequently.
Why this works: Acknowledges real environmental concerns. Positions business as responsible. Appeals to conscious consumers. Encourages thoughtful purchasing.
13. The "Customer service spotlight" email
When to send: During busy BFCM period
What it does: Highlights support quality during high-volume times
Subject line: "What happens when things go wrong (spoiler: we fix them)"
Let me tell you about yesterday.
Customer ordered [product]. We sent the wrong colour. She needed it for a wedding on Saturday.
What most companies would do:
Apologise profusely
Offer to send the right one
Arrive after the wedding
Give a discount for next time
What we actually did:
Apologised (obviously)
Sent the right colour by express post
Covered the extra shipping cost
Let her keep the wrong one for free
Added a handwritten note wishing her luck with the wedding
Cost to us: £47 in shipping and product Value to customer: Priceless
This is why our customer service matters.
During Black Friday chaos, here's what we guarantee:
Email responses within 2 hours (even when we're drowning)
Phone answered by humans, not robots
Problems solved, not just acknowledged
No scripts, no "I'll have to check with my manager"
Recent customer service win: "Ordered the wrong size like an idiot. Called expecting a lecture. Instead got someone who sorted it immediately and made me laugh about my mistake. Best customer service experience I've ever had."
Our customer service philosophy: Treat every problem like it's happening to your best friend.
[SHOP WITH CONFIDENCE]
Black Friday problems we've solved this week:
Wrong address entered: Hand-delivered to correct address
Changed mind after ordering: Cancelled and refunded before it shipped
Damaged in transit: Replacement sent same day
Cat knocked product off table: Okay, we couldn't fix the cat, but we replaced the product
The team behind the magic:
Emma: Responds to emails like she's writing to friends
James: Turns phone complaints into compliments
Sarah: Somehow makes returns processing feel personal
Bottom line: When you buy from us, you're not just getting a product. You're getting people who actually care about your experience.
[Your name]
P.S. - We measure customer service success by smiles per email, not response times. Though our response times are pretty good too.
Why this works: Shows commitment to customer experience. Uses real examples. Humanises the support team. Builds confidence in purchasing.
14. The "Honest about our limitations" email
When to send: Peak BFCM traffic times
What it does: Manages expectations while building trust
Subject line: "Full disclosure: What we're not good at"
Transparency time.
Before you buy from us, there are some things you should know. Things we're not brilliant at. Things that might annoy you.
We're not Amazon. Your order won't arrive tomorrow unless you pay extra for express shipping. We don't have warehouses on every corner.
We're not the cheapest. If your main criteria is rock-bottom prices, go elsewhere. We prioritise quality over cost-cutting.
We don't have everything. Our range is curated, not comprehensive. Sometimes the exact thing you want doesn't exist in our shop.
We're not perfect. Sometimes we run out of stock. Sometimes deliveries are delayed. Sometimes our website crashes when too many people visit at once.
So why buy from us?
What we are good at:
Making products that last
Treating customers like humans
Solving problems quickly
Giving honest advice (even if it costs us a sale)
Actually caring about your experience
Recent honest advice that cost us money: Customer wanted our premium product. Asked about their specific use case. Recommended our basic version instead - saved them £40 and better suited their needs.
Did we lose a sale? Yes. Did we gain a customer for life? Also yes.
[SHOP WITH REALISTIC EXPECTATIONS]
What customers say about our honesty: "Asked if I needed the expensive version. They talked me out of it and recommended something cheaper that worked better. Who does that anymore?"
If you can live with our limitations and appreciate our strengths, we'll get along brilliantly.
If you need Amazon-level convenience and Primark-level prices, we're probably not for you. And that's okay.
[Your name]
P.S. - This email will probably reduce our conversion rate. But the customers it attracts will be the right ones.
Why this works: Sets realistic expectations. Builds trust through honesty. Attracts right-fit customers. Shows confidence in value proposition.
15. The "Post-BFCM reality check" email
When to send: Tuesday after Cyber Monday
What it does: Transitions back to normal while maintaining relationships
Subject line: "BFCM is over. Now what?"
Right, that was mental.
BFCM 2024 is officially done. The countdown timers have stopped ticking. The MASSIVE SALE banners have been taken down. Your inbox can return to normal levels of chaos.
The damage report:
847 orders processed (last year: 632)
1 server crash (lasted 12 minutes)
0 customer complaints about service
3,247 "thank you" emails received
1 very tired but happy team
To everyone who bought something: Your orders are being packed and shipped. Tracking emails coming your way.
To everyone who didn't: No hard feelings. Seriously. Sometimes the timing isn't right, sometimes the products aren't right, sometimes the bank balance isn't right.
Now for the awkward transition back to reality.
No more artificial urgency. No more "ONLY 6 HOURS LEFT" subject lines. No more pressure to buy RIGHT NOW OR MISS OUT FOREVER.
Just us, being ourselves again:
Making good products
Treating customers well
Sending emails when we have something worth saying
Generally trying not to be annoying
The next big sale? Probably not until next Black Friday. We prefer offering fair prices year-round to creating artificial scarcity every other week.
What's actually coming:
New products in January (proper new, not just different colours)
A spring clean-out sale in March (getting rid of old stock honestly)
Maybe a summer thing if we feel like it
One thing that won't change: We'll keep sending emails that treat you like intelligent adults who can spot marketing nonsense from three postcodes away.
[BACK TO NORMAL BROWSING]
The best email from this weekend: "Didn't buy anything but loved reading your emails. Finally, a company that doesn't treat customers like idiots. Will definitely shop with you when I need what you're selling."
That's the energy we're after. Building relationships, not just processing transactions.
Thank you for making BFCM 2024 our best yet. Not because of the sales numbers, but because of the messages, the reviews, the recommendations to friends.
See you in the new year for round two.
[Your name]
P.S. - Dave from the warehouse wants me to mention he's finally caught up on sleep. And biscuits.
Why this works: Honest transition back to normal. Shows appreciation without being over-the-top. Sets expectations for future communications. Maintains the human connection built during BFCM.
How to make these Black Friday/Cyber Monday templates yours
Templates are brilliant starting points. But copy-paste marketing is death by a thousand cuts to your brand personality.
Step 1: Find your voice
Before you touch a single template, answer this: How do you talk when you're explaining something you care about to a friend?
That's your voice. Not the corporate-approved, committee-designed, bland-as-beige voice that most businesses adopt. Your actual voice.
Step 2: Inject your stories
Every business has stories. The customer who changed everything. The mistake that taught you something important. The moment you realised what you were actually selling.
Those stories? They're worth more than any discount code.
Step 3: Be specific
"Great customer service" means nothing. "Emma responds to emails like she's writing to friends" means everything.
"High quality" is marketing speak. "Still works perfectly after three years of daily use" is proof.
Step 4: Admit your flaws
Perfect companies don't exist. But honest ones do. And honest is infinitely more appealing than perfect.
The technical parameters of Black Friday/Cyber Monday emails
Deliverability isn't sexy, but it's essential
Best subject line in the world means nothing if it lands in spam. Keep your sender reputation clean. Don't buy email lists. Use double opt-in. Monitor your spam complaints.
Mobile-first isn't optional
Over 50% of emails are opened on mobile. If your email looks rubbish on phones, it looks rubbish to half your customers.
Timing matters (but not as much as you think)
Send times matter less than send value. A brilliant email sent at 3 AM will outperform a mediocre one sent at "optimal" times.
Test what matters
Don't A/B test button colours. Test messaging. Test offers. Test stories. Test the stuff that actually impacts whether people buy.
Final thoughts
People buy from people.
Not from brands. Not from companies. From people.
So be people. Be human. Be honest. Be helpful.
And watch what happens when you treat your customers like the intelligent, sophisticated humans they actually are.
These templates are your starting point. But what makes them work is your voice, your stories, your genuine care for your customers.
Need help finding your brand voice and using it consistently? I help businesses sound like themselves - only better. From verbal brand strategy to website copy that converts.
Book a strategy call and let's create a voice that makes your customers actually buy from you.
