Hey, it's Chase and Jimmy here.

Every brand is blasting Black Friday emails. Most look the same.

But a handful? They cut through the chaos.

And an even smaller handful will actually get the click.

That’s why we pulled together 12 BFCM emails worth studying. Some leaned on urgency. Some doubled down on brand personality. Others kept it clean, clear, and impossible to miss.

Use these as inspiration, shortcuts, or a gut check before you hit send this season.

Also inside:

✔️ Fix your leaks before Black Friday floods your funnel.
✔️ Your BFCM performance depends on what you do now. (Get Certified)
✔️ Quick Clips: This week's top 4 stories

👉 Let’s dive in.

Fix your leaks before Black Friday floods your funnel.

BFCM is almost here... but are your segments, flows, and signup forms ready? Even small gaps in your customer journey can cost thousands during the busiest shopping weekend of the year.

This session shows you how to patch them fast with Omnisend AI:

• Build smarter, more profitable segments with the AI Segment Builder

• Spot missing automations and launch them in minutes

• Create event-driven signup forms that capture every opportunity

12 BFCM Emails That Got the Click (and the Sale)

No pressure, but Black Friday’s coming up fast.

If you’re still figuring out what to send, these 12 emails are packed with ideas.

Use them for inspo, shortcuts, or just a gut check before you hit send.

1. Buoy

Subject line: 👾 Cyber Monday! 30% off subscriptions

Buoy’s BFCM email leans into its core value: helping people build better hydration habits. Rather than framing the offer as a quick win, they invite you to start something sustainable.

Why it works:

• Puts the habit at the center, not just the product

• Strips out friction with “no code necessary” and a money-back promise

• Pops with high-contrast colors and bold CTA placement

Takeaway: Make it easy for people to say yes. Especially when you’re asking them to commit to a new routine.

2. Cometeer

Subject line: It’s Cyber MUGDAY! Free mugs with every box 🚀

Cometeer gamifies its Black Friday promo with a cheeky “Mugday” campaign. Instead of just cutting prices, they give you free mugs and tumblers with your order, a tangible bonus that makes the purchase feel more rewarding.

Why it works:

• Fun campaign name makes it memorable and shareable

• Visuals highlight the mugs as much as the coffee, tying the perk directly to the ritual

• Tiered offers (1 mug vs. 2 mugs/tumblers) encourage upsell without pressure
  

Takeaway: If you can tie a free gift directly to the customer’s daily habit, it feels more valuable than a straight discount.

3. TeePublic

Subject line: Extends sale Up to 40% off sitewide!

TeePublic knows its audience: internet people with personality. Their BFCM email captures the fun, artistic energy of the site itself, where everything from “funny meme tees” to niche sticker packs lives side by side. Their offer of 40% off is loud and clear, but there’s more to love.

Why it works:

• Countdown timer creates urgency and motivates action

• Tags like “sci-fi,” “funny,” and “retro” help guide indecisive shoppers

• Multiple CTAs sprinkled from top to bottom to capture clicks

• Badges, Trustpilot rating + artist credit all work to build trust

Takeaway: Let your unique personality lead the way, even in your holiday sale emails. It’s what makes you different from other brands.

4. Moment

Subject line: It’s ON: Black Friday Deals are Live

Moment speaks to creators: people who care about aesthetics and storytelling. The brand keeps its visual identity soft and editorial, letting creatives feel seen and not sold to.

Why it works:

• Leads with the huge discount right at the top

• Breaks down the exact deals on specific brands with their own CTAs

• Easy returns, always-on service, and best price badges are thoughtful and build trust

Takeaway: Creators don’t want a hard sell. Keep it aesthetic, transparent, and trust-building.

5. Copper Cow Coffee

Subject line: We’re on sale on Amazon too!

Copper Cow pivots smartly once its own site’s deals are over, directing customers to Amazon. The brand knows plenty of coffee lovers are Prime superfans, so they keep the momentum alive without diluting the exclusivity of their direct sale.

Why it works:

• Acknowledges transparently that their “best deal” is done, but still keeps customers engaged

• Offers meaningful discounts (20–25%) across formats

• Uses playful copy like “Amazon is life” to match the audience’s shopping habits
  

Takeaway: When your DTC deals expire, redirect the traffic to other sales channels and keep capturing revenue.

6. Blueland

Subject line: Black Friday’s never been greener

Blueland doubles down on its eco-friendly positioning, reframing Black Friday as an opportunity to shop consciously. The email leans into social proof by spotlighting “Most Added-to-Cart” items alongside customer quotes.

Why it works:

• Clever subject line and hero (“Green is the New Black”) ties back to brand values

• Product-specific callouts + testimonials build credibility

• Discounts tiered clearly: 20% sitewide, 30% new subscriptions
  

Takeaway: If your mission is part of your brand, make it the headline, even during peak discount season.

7. Everlane

Subject line: No Sale Today. Here’s Why.

This one opens with a curveball: “This is not a sale.” Instead, it gently reminds you that transparent pricing is part of their DNA, and the savings are already baked in. You don’t need a countdown or code to make a good, intentional choice.

Why it works:

• Copy owns the narrative. And reads like a personal letter.

• Subtly compares with retailer prices without sounding smug

• Clean design that mirrors their slow-fashion approach

Takeaway: Stick to your principles. If your brand is built on consistency, don’t throw it out for a 3-day promo.

8. HUX

Subject line: Black Friday offer ending soon 🚨 💰

This email makes no bones about it: 30% off everything, and time’s running out. It’s bold, functional, and repeats the message clearly across every scroll. For a wellness brand, it’s punchy in all the right ways.

Why it works:

• Big, scannable CTA and discount code placement right up top

• Benefit-first product messaging that explains when and why to use it

• Visual repetition of the 30% off in multiple places helps lock in the offer

Takeaway: If your product is practical, your email should be too. Keep it direct, helpful, and smartly paced.

9. Vacation

Subject line: ⏱️ FINAL HOURS! 20% OFF SITEWIDE!

Vacation leans into its quirky leisure-brand identity while driving urgency with “Final Hours.” The visuals mix playful retro vibes with luxury cues like red bows and gift packaging.

Why it works:

• Urgency front and center (“FINAL HOURS” + “SAVE BIG”)

• Balances playfulness with premium by highlighting gift sets and fragrances

• Showcases best-sellers with data-driven confidence
  

Takeaway: Match urgency with your brand voice. A “last call” email doesn’t have to be boring, it can amplify your personality.

10. Orangewood Guitars

Subject line: The Black Friday Sale Starts Now

Sometimes, the best BFCM email is a big, bold notification that gets people to act. The folks at Orangewood don’t over-explain or oversell. They let the visuals and timing do the work.

Why it works:

• Big, bold headline says it like it is: it’s go time

• Image strip shows variety without the clutter

• Short copy that creates urgency but respects the reader’s time

• Reassuring footer with returns and shipping details

Takeaway: When your product is big-ticket, lead with simplicity and ease the decision with guarantees.

11. Freaks of Nature

Subject line: Low Stock Alert: Speed Freak Shirts

Freaks of Nature uses scarcity as the driver, pairing its skincare discounts with a “low stock alert” on limited-edition apparel. The email smartly blends lifestyle content (snowboarding visuals) with a direct Black Friday skincare push.

Why it works:

• Urgency via low stock messaging

• Seasonal, adventurous photography matches the brand’s “outdoorsy” identity

• Clear discount placement: 20% off across the line
  

Takeaway: Scarcity + lifestyle storytelling can turn a straightforward sale into something worth acting on now.

12. June Oven

Subject line: Smell that? June’s cooking up 15% off for Black Friday.

Smart appliances aren’t impulse buys, and June knows it. That’s why this email doesn’t just offer a discount; it shows what you actually get. It’s product education that feels like a present.

Why it works:

• Beautiful product visual that shows the oven in all its glory

• Clear visual breakdown of bundle contents

• Reinforces value with dollar amounts on the add-ons

Takeaway: If you’re selling a bundle, show don’t tell. Make the value visible and specific.

TL;DR: What These BFCM Emails Can Teach You

✅ Lead with clarity, not clutter. Your offer should be impossible to miss, whether it’s 15% off or “no sale today.” Make the message clear at a glance.

✅ Design with purpose. From confetti to clean layouts, visuals matter. Match the mood to your product and help your reader feel something.

✅ Build trust fast. Smart brands include trust signals like free returns, service badges, and social proof without overloading the page.

✅ Let your brand voice shine. The best emails sound like you. Whether that’s cheeky, calm, or quietly confident – lean into it, especially during the noisy BFCM season.

Your BFCM performance depends on what you do now.

You can’t afford to “wing it” this Q4.

If you want to hit your numbers this Black Friday/Cyber Monday, your email & SMS strategy needs to be locked in, and that starts with having the right systems in place.

🎓 eCom Email Certified is your tactical crash course for all things retention:

 ✅ Full-funnel flow frameworks
 ✅ AOV + lifecycle segmentation strategies
 ✅ Offer timing and campaign planning
 ✅ Metrics that actually tie to revenue
 ✅ 25+ hours of lessons built for ecommerce marketers who hit send

Built by Jimmy Kim + Chase Dimond. Trusted by operators and agencies alike.

Start now, so you're not scrambling in November.

Use code: CERTIFIED to score $200 off

🗞️ Quick Clips:

• Ex-Google team raises $13M to fight AI-powered email attacks: Meet AegisAI: a stealth-mode startup using autonomous AI agents to stop phishing and malware before they hit your inbox. Founded by ex-Google Safe Browsing leads, it claims to cut false positives by 90%, no rules-based filters required.

• Gmail rolls out 'Purchases' tab for easier order tracking: A new tab in Gmail organizes all your purchase-related emails, including past orders and upcoming deliveries. Google’s betting this upgrade will shine during the holiday rush.

• Is a TikTok deal finally on the table? U.S. officials say a framework agreement has been reached to move TikTok under U.S. ownership. Trump and Xi are expected to finalize details in a summit later this week, just ahead of the Sept 17 ban deadline.

• New product launches from Lemme and MixMix: Lemme introduces immunity gummies with postbiotics and essential vitamins. MixMix debuts THC-infused drink sticks designed to help consumers “own their fun” with a quick rip and mix.

Annnnd that’s a wrap for this edition! 

Thanks for hanging with Chase and me. Always a pleasure to have you here.

If you found this newsletter helpful (or even just a little fun), don’t keep it to yourself! Share ecomemailmarketer.com with your favorite DTC marketer. Let’s get them on board so they don’t miss next week’s drops.

Remember: Do shit you love.

🤘 Jimmy Kim & Chase Dimond

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