This year, Black Friday is again on top of the charts as one of the busiest shopping days of the year. Last year, Black Friday online sales reached almost $10 billion in the U.S., while the global budget spent online approached $71 billion. These staggering numbers showcase the significance of this holiday for shoppers and companies alike. But what does it mean for marketers and email marketing campaigns?

For Black Friday email marketing, it means one thing: intense competition. With consumers bombarded by deals from every direction, whether it’s through social media ads, website banners, or email promotions—standing out becomes more challenging every year. Inboxes get flooded with promotional emails, each one trying to grab a slice of the Black Friday spending hysteria. The reality is, only the sharpest, most well-crafted campaigns have a shot at breaking through the noise.

In this article, we’ll dive into some interesting facts about this massive holiday and explore how marketers can break through the overwhelming number of emails in their subscribers’ inboxes.

When Is Black Friday in 2024?

When is Black Friday in 2024? This year, Black Friday falls on November 29th.

For millions of brands, it means that the end of November 2024 will be marked with intense competition for customer attention. Billboards, TV ads, and—of course—emails will be everywhere, each one trying to get noticed. And with more people shifting to online shopping since the pandemic, this competition has only gotten fiercer.

Inboxes today are literally packed with promotional emails leading up to Black Friday, all screaming to your face about deals and offers. Since consumers became super selective, they simply skip generic content. They’re no longer impressed by just any discount email. Instead, they expect something that speaks to them personally, and to stand out, you need to offer more than just another sale—you need to offer something that feels exclusive and worth their time.

The challenge? The inbox is flooded. Getting attention isn’t as easy as it used to be. Now, brands have to rethink their email marketing strategies. What worked before might not cut it now. Shoppers want value, and they want it to feel personal. Without that, your email will probably get lost in the crowd.

Why Black Friday Email Marketing Is Tougher Than Ever

Email avalanche

Today, our inboxes represent a digital space where tons of information arrive daily. Subscriptions, newsletters, order confirmations, reminders to check out a new collection or finish a purchase, discount offers, and promotions—all those are mixed with personal and professional communication. Considering the amount of digital information that falls on top of our heads beside our daily routines, we simply have no time for thorough email reading. 10 seconds is the time an average consumer spends reading an email.

And during Black Friday, that time shrinks even further. Black Friday emails flood inboxes at a pace that’s nearly impossible to keep up with, meaning only the most relevant, well-timed, and eye-catching emails have a chance of being opened. With so many brands fighting for attention, customers quickly develop a habit of triaging their inbox—skimming subject lines and opening only those that offer something they genuinely need or feel drawn to. The challenge for brands, then, is to break through this avalanche with a message that feels impossible to skip.

Short attention span theater

Today, our brains experience an informational overload. Social media, messengers, news avalanche—the overload is tremendous. And we are getting used to it—we order food and clothing online, we swipe our dates, we pay extra for same-day delivery. Ultimately, something that requires even a fraction of additional attention doesn’t work for us anymore.

This habit of constant swiping and quick consumption has transformed how we interact with everything, especially emails. Messages that don’t get straight to the point or that demand too much attention right away are simply skipped. The Black Friday rush only amplifies this behavior, as inboxes are already stuffed and brands need to consider this fast-paced consumer mindset. 

The competition is fierce

Since the COVID-19 pandemic, competition in the digital world has become really fierce. According to a McKinsey report, the share of digital or digitally enabled products in the portfolio of many companies accelerated by a shocking seven years. It means that in email marketing, as one of the most prominent channels for product and service promotion, it became really tough in terms of competition.

What this also means is that brands that didn’t prioritize email marketing before are now fully onboard. This makes it incredibly challenging for even well-established brands to maintain their spot in the inbox. Every Black Friday email campaign becomes a battle—not just against direct competitors but against every brand competing for a slice of attention. 

Consumer expectation overload

While, on the one hand, competition in our inboxes made it hard for companies, it also spoiled customers. Today winning a customer has become like winning an Oscar, just in marketing. And customers know that. Campaigns that don’t speak to them, that are too long, too short, or too boring—just don’t cut it.

And to make things even more complicated, consumers have come to expect more than just a good deal. They want experience. From beautifully designed emails to personalized offers, everything needs to feel tailor-made for them. It’s not enough to simply throw a discount in the subject line and hope for the best—customers want to feel valued. If an email doesn’t offer that, it’s out of sight and out of mind, especially during the Black Friday chaos when expectations are at their highest.

Examples of Successful Black Friday Email Marketing Campaigns

Broc Shot

This Black Friday email campaign utilizes a bundle strategy by offering not a single product but a trio of its health products, with a 30% discount. Considering the niche nature of the product, this is a clever move to attract more people to try it out. Bundling the products together encourages customers to explore the brand more fully while making the offer feel like a greater value. The clean design and clear messaging make it easy for customers to understand the deal without being overwhelmed by too much information. This campaign might not look overly exciting or very sophisticated, but it does not have to. In this case, an accent is made on feeling healthy and staying calm—even during the Black Friday rush.

Spotlight Oral Care

This is one of the rare Black Friday email examples that does not directly scream about deals and sales—it speaks with its minimalist and stylish design. The clean, stylish aesthetic creates a sense of sophistication, while the bold red “SALE” immediately grabs attention since there’s not many other distracting elements. Additionally, the product imagery looks very sharp and professional on the black background, highlighting the product’s modern appeal.  Utilizing fewer elements in a campaign sometimes gives you a better outcome, as shown by Spotlight Oral Care.

Nice Laundry

This is one of the Black Friday email examples that successfully combines two strategies—great storytelling and cross-selling—all while being accompanied by stylish visuals. The story about the 3D paisley special edition socks feels truly unique and makes you want having a pair of those. The further addition of personalized options encourages customers to explore more than just one item. Finally, great photography ties it all together, making the campaign look stylish and professional. Finally, the free shipping and guarantee further sweeten the deal.

Black Friday Ideas for 2024 

BOGO deals

Buy one, get one deals are a great idea for the Black Friday 2024 date, especially since they tend to get more attention from customers than other types of promotions, such as 50% off deals. In the end, getting something completely for free is always tempting. Combine older, trusted products with newer ones in a bundle, and you’ve got a winning combo. Customers get to try something familiar and something new, while you’re creating interest across your product range.

Upsell and cross-sell

Black Friday 2024 is the perfect time to encourage upselling and cross-selling. If a customer is ready to buy during this big shopping event, they’re already in a buying mindset. Why not suggest something that complements their purchase? For example, when someone adds a product to their cart, recommend a premium version or a related item. Upselling works like a nudge and can increase the order value, and cross-selling helps introduce customers to more of what you offer. Important notice: be sure it feels like a helpful suggestion and not a sales push.

Exclusive email offers

Exclusive email offers are those Black Friday email ideas that are perfect for creating a sense of belonging and rewarding your loyal subscribers. Send your email list a deal that they won’t find anywhere else—it will make them feel like insiders. Your customers should feel that this offer is just for them. It also creates a bit of FOMO for any friend and family member who isn’t on the list, nudging others to sign up as well. 

Evergreen Black Friday landing page

Why reinvent the wheel every year? Instead of creating a brand-new page for every Black Friday date, think about building an evergreen landing page that you can refresh annually. This will save you time and build a familiar spot for your customers to return to each year. Update the deals, change up the images, and twist the messaging, but keep the core structure stable. Plus, if your page gains SEO traction, it can start attracting organic traffic even before you begin promoting the new year’s deals. 

Reusing Black Friday promotions on Cyber Monday

Once Black Friday is over, don’t just pack away your promotions. Instead, repurpose them for Cyber Monday. Take what worked well and give it a slight twist. You can tweak the messaging to create a fresh angle, but essentially, you’re giving your audience another chance for a great deal. It’s efficient, and it taps into the consumer mindset that one day of sales isn’t enough. Cyber Monday is still huge for online shopping, so why not double down on your successful Black Friday 2024 offers?

To Sum Up

Black Friday is the holiday when it’s worth fighting for customers’ attention, as the budgets spent are mind-boggling. While marketers are armed with the tools and knowledge they need to create amazing email campaigns, the level of digital competition makes even the most talented sweat.

While it’s crucial to make your email campaigns stand out, especially during holidays like Black Friday, maintaining a high standard throughout the year is just as important. Consistency helps build a strong reputation with your audience in advance, making your brand more recognizable and trustworthy. By the time the competition becomes fierce, like on Black Friday, you’ll have already laid the groundwork for success. A solid year-round email marketing strategy not only keeps you in the game but gives you a better chance to stand out when it matters most.