Introduction
Black Friday inboxes are battlegrounds. Your customers will receive 150+ promotional messages between Thanksgiving and Cyber Monday, and most vanish without a click. Brands that break through win with strategic messaging, not louder subject lines.
This guide delivers 45+ ready-to-use email and SMS templates built for real campaigns. You'll get working examples from successful DTC brands and templates matched to your business model: high AOV/low frequency, mid AOV/mid frequency, or low AOV/high frequency. You'll also know exactly when to send each message for maximum impact.
Key Takeaways
- Coordinate 8-12 strategic messages across email and SMS rather than blasting dozens of generic promotions
- Match templates to your economics: premium brands need early access; consumables need bundle frequency
- Customize every template to your brand voice and margins before sending
- Launch early access 7-10 days before Black Friday; it outperforms day-of announcements on revenue
Understanding Black Friday Email and SMS Strategy
Email and SMS work as complementary channels, not competitors. Email delivers rich storytelling, product showcases, and detailed offers with visual impact. SMS cuts through the noise with immediacy, urgency, and mobile-first convenience when your customer is three taps from checkout.
Black Friday campaigns unfold in three distinct phases:
Pre-event (7-10 days before): Build anticipation with VIP early access, sneak peeks, and subscriber list growth. This phase rewards your most engaged customers before the chaos begins.
Event (Black Friday through Cyber Monday): Drive conversions with launch announcements, flash sales, cart recovery sequences, and scarcity messaging. Timing and segmentation determine who sees what, when.
Post-event (week after Cyber Monday): Nurture new customers with thank-you sequences, onboarding flows, and replenishment reminders that turn one-time buyers into repeat revenue.
Your business model dictates which templates to use and how aggressively to deploy them:
- High-AOV brands with long purchase cycles need fewer, more exclusive messages that emphasize quality
- Mid-AOV brands with broad catalogs should segment by product category and use tiered offers
- Low-AOV consumables brands thrive on bundle deals and higher frequency, since lifetime value beats any single transaction
25 Black Friday Email Templates by Campaign Type
Copy these into Klaviyo (or your ESP), swap the bracketed placeholders, and match each send to its spot on your BFCM calendar. Subject lines, preview text, and body copy are written to paste and adapt, not to read like a case study.
Early Access/VIP Templates
Template 1: Exclusive 48-Hour Head Start
Subject: You're in early, 48 hours before everyone else
Preview: Your VIP access to Black Friday starts now [Customer Name]
Body:
You've earned this.
While everyone else waits until Friday, you get first pick of our biggest sale of the year, starting right now.
Your VIP Black Friday Access:
- 30% off sitewide (our deepest discount ever)
- Free shipping on all orders
- First access to limited-edition items
- Valid through [Date] at 11:59 PM ET
Code: VIPEARLY30
Shop before the rush. 48 hours with no crowds and no sold-out favorites.
[SHOP VIP SALE NOW]
P.S. This code expires [Date] at midnight. After that, the general sale begins and popular items will go fast.
Template 2: Tiered VIP Rewards
Subject: Your Black Friday tier: [Platinum/Gold/Silver]
Preview: Unlock [40%/30%/20%] off based on your status
Body:
[Customer Name], you're a [Platinum] member.
That means you get our highest Black Friday discount before anyone else.
Your [Platinum] Black Friday Offer:
- [40%] off everything
- Early access: Now through [Date]
- Free 2-day shipping
- Exclusive first look at new arrivals
Your code: [PLATINUM40]
[Platinum members] get the best deal. [Gold] gets 30% off. [Silver] gets 20% off. Everyone else waits until Friday.
[CLAIM YOUR [40%] OFF]
Questions about your tier? Reply to this email; we're here to help.
Launch Day Templates
Template 3: Simple Black Friday Announcement
Subject: It's live: 40% off everything
Preview: Our biggest sale of the year starts now
Body:
BLACK FRIDAY IS LIVE
40% off everything. Free shipping. No exclusions.
Code: BFCM40
Sale ends: Monday, [Date] at 11:59 PM ET
[SHOP THE SALE]
Customer favorites going fast:
- [Bestselling Product 1] - [Quick benefit]
- [Bestselling Product 2] - [Quick benefit]
- [Bestselling Product 3] - [Quick benefit]
No fine print. Our best products at the lowest prices we offer all year.
[START SHOPPING]
Template 4: Mobile-First Launch
Subject: 🔥 LIVE: 40% off
Preview: Tap to shop →
Body:
40% OFF EVERYTHING
Code: BFCM40
[SHOP NOW]
Ends Monday 11:59 PM ET
✓ Free shipping
✓ Easy returns
✓ No exclusions
[Customer Name], our best sale of the year is live. Tap below to start shopping.
[SHOP SALE]
Flash Sale Templates
Template 5: 6-Hour Lightning Deal
Subject: FLASH: Extra 10% off for 6 hours only
Preview: Stack this with your Black Friday discount (ends at [Time])
Body:
6-HOUR FLASH SALE
Take an extra 10% off your Black Friday discount, but only until [Time] [Timezone].
Stack your savings:
- Black Friday: 40% off
- Flash bonus: Extra 10% off
- Total savings: 50% off
Flash code: FLASH10
Expires: Today at [Time] [Timezone]
[SHOP FLASH SALE]
This is our deepest discount of the entire weekend. After [Time], this code stops working and you'll only get the base 40% off.
[CLAIM 50% OFF NOW]
Template 6: Category-Specific Flash
Subject: Flash deal: [Category] now 50% off (2 hours left)
Preview: [Category] rarely goes this low, ends at [Time]
Body:
2-HOUR [CATEGORY] FLASH SALE
We don't discount [Category] often. Right now? 50% off.
Ends at [Time] [Timezone].
Featured [Category] deals:
- [Product 1] -
$[XX]$[XX] - [Product 2] -
$[XX]$[XX] - [Product 3] -
$[XX]$[XX]
Code: [CATEGORY]50
[SHOP [CATEGORY] FLASH SALE]
After [Time], these go back to regular Black Friday pricing (40% off). This is your lowest price.
Abandoned Cart Recovery Templates
Template 7: BFCM Cart Reminder (30 Minutes)
Subject: You left [Product Name] in your cart
Preview: Your Black Friday discount is still active
Body:
Hi [Customer Name],
You left this in your cart:
[Product Image]
[Product Name]$[Original Price] $[Sale Price] (40% off)
Your Black Friday discount is still active, but we're seeing high demand for this item.
[COMPLETE YOUR ORDER]
Your cart details:
- [Product Name] - $[Price]
- Discount (BFCM40) - -$[Savings]
- Total: $[Final Price]
Need help? Reply to this email or call [Phone Number].
Template 8: BFCM Cart - Second Reminder (4 Hours)
Subject: Still thinking about [Product Name]?
Preview: Black Friday pricing ends Monday, don't miss out
Body:
[Customer Name], this is still waiting for you:
[Product Name] - $[Sale Price] (40% off)
The clock is ticking:
- Black Friday sale ends Monday at 11:59 PM ET
- [XX] people have viewed this product in the last 24 hours
- Current stock: [Low/Selling Fast]
[COMPLETE YOUR PURCHASE]
Your cart is saved and your discount code (BFCM40) is still active. One click and it's yours.
[CHECKOUT NOW]
Questions? We're here: [Email/Phone].
Cyber Monday Extension Templates
Template 9: Cyber Monday New Deal
Subject: NEW Cyber Monday deal: 45% off (final hours)
Preview: We extended the sale AND increased the discount
Body:
CYBER MONDAY: 45% OFF EVERYTHING
We heard you. Black Friday was huge, so we're extending the sale through tonight with an even better discount.
New Cyber Monday code: CYBER45
Ends: Tonight at 11:59 PM ET
[SHOP CYBER MONDAY]
This is the final day for:
- 45% off sitewide (5% more than Black Friday)
- Free shipping on all orders
- Access to our full catalog
After tonight, prices go back to normal. This is your last chance at our biggest discount of the year.
[SHOP FINAL HOURS]
Template 10: True Last Chance
Subject: Final hours: 45% off ends at midnight
Preview: This is the last email. Sale ends tonight.
Body:
FINAL HOURS
Our Cyber Monday sale ends tonight at 11:59 PM ET.
After that, the 45% discount is gone for good. No extensions.
Code: CYBER45
Time left: [X] hours
[SHOP FINAL HOURS]
What happens at midnight:
- CYBER45 code stops working
- Prices return to full retail
- Free shipping threshold goes back to $[XX]
This is it. Last call.
[SHOP NOW]
Post-Purchase Thank You Templates
Template 11: Order Confirmation + Next Steps
Subject: Order confirmed: [Order Number]
Preview: Your order ships within 24 hours
Body:
Thanks for your order, [Customer Name]!
Order [Number] is confirmed.
What you ordered:
- [Product 1] - $[Price]
- [Product 2] - $[Price]
- Total: $[Total]
Shipping details:
- Ships within: 24 hours
- Estimated arrival: [Date Range]
- Tracking: We'll email you when it ships
[TRACK YOUR ORDER]
While you wait:
Customers who bought [Product Name] also loved [Complementary Product], still 40% off until midnight tonight.
[SHOP MORE]
Questions? Reply to this email or check your order status anytime at [Link].
Use the confirmation send for shipping clarity first; keep the cross-sell to one relevant product so the thank-you still feels like a receipt, not another promo blast.
20 Black Friday SMS Templates That Drive Action
SMS outperforms email on open rate during BFCM, but you get one screen of copy, roughly 160 characters before a split. Use these templates by moment in the sale: early access, launch, flash, recovery, urgency, and last chance.
Every live send needs brand identification and opt-out language (included on all templates below). Swap brackets for your values and keep links short.
VIP Early Access SMS
Template 1:
[Brand]: You're in early! VIP Black Friday starts NOW. 30% off everything. Code: VIPEARLY30. Shop first: [Link] Reply STOP to opt out
Template 2:
[Customer Name], your VIP access is live 🎉 40% off for the next 48hrs. Code: VIP40. [Link] Reply STOP to opt out
Template 3:
[Brand]: Exclusive 30% off BEFORE Black Friday. Code: EARLYBIRD. Shop now → [Link] (Ends [Day] 11:59pm ET) Reply STOP to opt out
Launch Day Announcement SMS
Template 4:
[Brand] 🔥 IT'S LIVE 🔥 Black Friday: 40% off everything. Code: BFCM40. [Link] Ends Monday midnight. Reply STOP to opt out
Template 5:
BLACK FRIDAY IS HERE! 40% off sitewide + free shipping. Use code BFCM40 → [Link] Reply STOP to unsubscribe
Template 6:
[Brand] Black Friday: 40% off EVERYTHING. No exclusions. Code: BFCM40 [Link] (Ends Cyber Monday 11:59pm) Reply STOP to opt out
Flash Sale SMS
Template 7:
[Brand] ⚡ 6HR FLASH ⚡ Extra 10% off = 50% total. Code: FLASH10. Ends 9pm ET → [Link] Reply STOP to opt out
Template 8:
[Brand] FLASH: 50% off [Category] for 2 HOURS ONLY. Code: FLASH50 [Link] Ends 8pm ET. Reply STOP to opt out
Template 9:
[Brand]: [Name], 50% off your cart for 4 hours. Code: FLASH4 → [Link] Reply STOP to opt out
Abandoned Cart SMS
Template 10:
Hi [Name], you left [Product] in your cart. Still 40% off with BFCM40 → [Link] Reply STOP to opt out
Template 11:
[Brand]: Your cart is waiting. [Product Name] at 40% off. Checkout: [Link] (Discount applied) Reply STOP to opt out
Template 12:
Last reminder: [Product] in your cart. BFCM sale ends Monday. Checkout now → [Link] or reply STOP
Stock Alert/Urgency SMS
Template 13:
[Brand] ⚠️ LOW STOCK: [Product Name] almost gone. 40% off → [Link] Code: BFCM40 Reply STOP to opt out
Template 14:
[Brand]: [Name], [Product] is going fast. Only [X] left at BFCM pricing. Shop: [Link] Reply STOP to opt out
Template 15:
SELLING OUT: [Product Name] back in stock but won't last. 40% off → [Link] Text STOP to unsubscribe
Last Chance / Sale Ending SMS
Template 16:
[Brand]: Final hours. Black Friday ends tonight 11:59pm ET. 40% off with BFCM40 → [Link] Reply STOP to opt out
Template 17:
[Name], last call on BFCM pricing. Your [Product] pick is still 40% off until midnight → [Link] Reply STOP to opt out
Template 18:
[Brand]: Cyber Monday closeout. Extra 10% off leftovers (50% total). Code: CMEXTRA [Link] Ends 11:59pm. Reply STOP to opt out
Browse Abandonment / Winback SMS
Template 19:
[Brand]: Still thinking it over? [Product/Category] is 40% off through Monday. Code: BFCM40 → [Link] Reply STOP to opt out
Template 20:
[Name], we saved your [Category] picks at Black Friday prices. Checkout before they expire → [Link] Reply STOP to opt out
Compliance and Opt-Out Requirements
Copy alone is not enough; promotional SMS must meet TCPA rules. Per FCC guidelines, you need prior written consent, and people can revoke it anytime by any reasonable method.
Required compliance elements:
- Opt-out language: "Reply STOP to opt out" or "Text STOP to unsubscribe" on every promotional message
- Brand identification: Lead with your brand name so the sender is obvious
- Send-time restrictions: No promo texts before 8 AM or after 9 PM in the recipient's time zone
- 10DLC registration: Register brand and campaign with The Campaign Registry before A2P sending
Running email alongside SMS? The CAN-SPAM Act still applies to those sends: accurate headers, clear ad identification, a valid postal address, and opt-outs honored within 10 business days (penalties up to $53,088 per violating email).
Real Brand Examples: What Works and Why
Patrick Ta Beauty: Coordinated Multi-Channel Mastery
Patrick Ta Beauty increased email volume nearly 6x year-over-year during BFCM 2024, delivering email and SMS at different times to maximize reach without overlap. They suppressed recent purchasers from promotional sends to protect customer experience.
Results:
- 8x year-over-year attributed revenue growth
- 4x SMS revenue increase
- Email drove 30% of total ecommerce revenue
Why it worked: Staggered timing meant customers received urgent SMS reminders hours after email announcements, creating multiple conversion windows. Suppressing recent buyers prevented message fatigue and protected brand perception.
Tecovas: Strategic Segmentation Over Volume
Tecovas sent at least one email daily during their eight-day BFCM 2022 event, but only blasted their full list once on day one. After that, they targeted recent clickers who hadn't purchased, using engagement behavior to guide follow-up.
Results:
- 138.8% email revenue growth year-over-year
- 30.5% flow revenue increase
- 22.8% decrease in unsubscribe rate
Why it worked: Segmentation reduced irrelevant messages while maintaining pressure on engaged prospects. Customers who ignored the first email didn't receive four more; engaged browsers who hadn't converted received timely nudges.
Shinola: Personalized Product Recommendations
Shinola ran almost three weeks of daily email offers plus regular SMS during BFCM 2024, segmenting messages by product categories subscribers had engaged with or purchased. Sale-averse subscribers received outlet offers instead of mainline discounts, while non-openers were retargeted with adjusted creative.
Results:
- 27% attributed revenue growth year-over-year
- 48% higher email revenue per recipient
- 40% higher flow revenue
Why it worked: They matched message to intent. Luxury watch buyers didn't see leather goods promotions unless they'd browsed that category. This relevance kept engagement high across a long promotional period without burning the list.
Universal Principles from Successful Campaigns
Across these examples, five patterns emerge:
1. Personalization beyond first name: Use browsing history, past purchases, and engagement data to customize offers and product recommendations
2. Clear, singular value proposition: Every message answers "What do I get and why should I act now?" in the first three seconds
3. Mobile optimization: Designs render perfectly on small screens with thumb-friendly CTAs and fast load times
4. Urgency without desperation: Deadlines are real and specific (Monday 11:59 PM ET), not vague ("Limited time!")
5. Channel coordination: Email and SMS complement rather than duplicate each other, with staggered timing and different creative approaches
Common Mistakes in Unsuccessful Campaigns
- Burying the offer: Subject line teases "Black Friday Sale," but the discount code sits three scrolls down and product rules take four clicks to decode
- Inconsistent messaging across channels: Email promises 40% off while SMS says 30% off, or the landing page shows neither
- Over-complication: Tiered rules that need mental math (spend $100 get 30% off, $150 get 35%, $200 get 40% but only on Tuesdays) create friction instead of urgency
How to Choose the Right Templates for Your Business Model
Match templates to unit economics, AOV and purchase frequency, not product category alone. Cadence, channel mix, and offer style should flex with how your customers actually buy.
High AOV/Low Frequency Brands
Profile: Premium products, luxury goods, considered purchases with long decision cycles
Template strategy:
- Use VIP early access templates (Templates 1-2) to reward high-value customers with exclusivity
- Limit frequency to 6-8 total messages across BFCM week
- Emphasize quality, craftsmanship, and brand story in email copy rather than just discount percentages
- Reserve SMS for 2-3 critical moments only: early access launch, final hours, and one mid-weekend reminder
Why: Your customers aren't impulse buyers. They research, compare, and value brand perception. Aggressive promotional blasting cheapens your positioning. Instead, create exclusive access and emphasize the rarity of your discount.
Mid AOV/Mid Frequency Brands
Profile: Broad product catalogs, seasonal items, moderate margins, diverse customer segments
Template strategy:
- Segment by product category and use different templates for different audiences
- Deploy 10-12 messages across email and SMS, with SMS held for peak sale windows
- Use flash sale templates (Templates 5-6) to create multiple conversion windows throughout the weekend
- Implement tiered cart value offers to increase AOV (spend $150 get 35% off, spend $200 get 40% off)
Why: Your catalog is too diverse for a single generic message. Apparel buyers and home goods buyers have different motivations. Category-specific flash sales and tiered cart offers let you push margin-friendly products while still lifting average order value.
Low AOV/High Frequency Brands
Profile: Consumables, CPG, subscription products, replenishment-driven purchases
Template strategy:
- Emphasize bundle deals and stock-up messaging in all templates
- Run higher frequency, 12-15 combined email/SMS messages
- Deploy abandoned cart templates (Templates 7-8, 10-12) aggressively with shorter follow-up windows (30 min, 2 hours, 6 hours)
- Trigger stock-alert SMS templates (13-15) to build urgency around popular SKUs
Why: Your customers buy frequently and your margins depend on basket size. BFCM is a stock-up moment. Bundle messaging ("Buy 3 get 50% off") and urgency around popular items drive larger orders that justify aggressive promotional investment.
Best Practices for Black Friday Email and SMS Campaigns
Four practices separate high-performing BFCM programs from inbox noise:
- Grow SMS subscribers 4–6 weeks out with early-access incentives. A popup like "Text BLACK to [Number] for VIP early access" converts email subscribers and captures new mobile contacts.
- Build distinct tracks for VIPs, recent purchasers, cart abandoners, new subscribers, and lapsed customers. Omnisend's 2024 data showed automated email at 45.43% opens and 26.45% click-to-conversion during BFCM week, vs. 27.94% opens and 8.22% click-to-conversion for campaigns.
- Personalize with browsing history, past purchases, and engagement data, not just first name. Shinola's category-based segments drove 48% higher email revenue per recipient by matching offers to demonstrated interest.
- A/B test subject lines, send times, and offer framing before peak days. Change one variable at a time with at least 1,000 recipients per variant.
Timing and Frequency: When to Send Your Campaigns
Send too little and you leave revenue on the table. Send too much and unsubscribes spike. Use this BFCM calendar and the frequency caps below to hit peak conversion windows without burning your list.
BFCM Sending Calendar
| Day | Email Campaigns | SMS Campaigns | Optimal Send Times |
|---|---|---|---|
| Monday (Pre-BF) | VIP early access launch | VIP early access announcement | Email: 8 AM ET / SMS: 9 AM ET |
| Tuesday (Pre-BF) | Early access reminder | - | Email: 10 AM ET |
| Wednesday (Pre-BF) | Final early access + sneak peek | Early access expiration reminder | Email: 9 AM ET / SMS: 11 AM ET |
| Thursday (Thanksgiving) | Black Friday preview (morning) | - | Email: 8 AM ET (avoid evening) |
| Friday (Black Friday) | Launch announcement (early AM), Mid-day flash sale, Evening cart recovery | Launch announcement, Flash sale alert | Email: 8 AM & 8 PM ET / SMS: 10 AM & 7 PM ET |
| Saturday | Category-specific flash, Cart recovery | Low stock alert | Email: 9 AM ET / SMS: 11 AM ET |
| Sunday | Weekend extension, Cart recovery | Mid-sale reminder | Email: 10 AM ET / SMS: 2 PM ET |
| Monday (Cyber Monday) | New Cyber Monday deal (early AM), Final hours (evening) | Cyber Monday launch, Final hours alert | Email: 6 AM & 6 PM ET / SMS: 8 AM & 8 PM ET |
Frequency Limits and Best Practices
Most brands should send 8-12 combined email and SMS messages during BFCM week. Attentive's 2025 analysis found that brands increasing volume abruptly saw 22% lower ROI, while gradual increases performed well.
Cap SMS at 3-4 promotional messages. The channel's immediacy makes over-sending more damaging than email.
Optimal conversion windows by channel:
Attentive's send-time data points to these peaks:
- Black Friday email: Highest conversion at 8 AM ET, secondary peak at 8 PM ET
- Black Friday SMS: Highest conversion at 7 PM ET, secondary peak at 10 AM ET
- Cyber Monday email: Highest conversion at 6 AM ET, secondary peak at noon ET
- Cyber Monday SMS: Highest conversion at 8 PM ET, secondary peak at 2 PM ET
Carrier congestion peaks between 10 AM–3 PM ET on both Black Friday and Cyber Monday, which can delay SMS delivery. Schedule around these windows, or send early morning messages for more reliable delivery.
Frequently Asked Questions
What are some effective email strategies for Black Friday?
Segment your list (VIPs, recent buyers, cart abandoners, new subscribers) and build a tailored track for each group. Launch early VIP access 7-10 days out, then stagger channels, email in the morning for storytelling and SMS in the evening for urgency, so they reinforce each other without overlapping.
How should I advertise my Black Friday deals across email and SMS?
Use email for detailed offers, product imagery, and storytelling; use SMS for flash sales, cart reminders, and low-stock alerts. Per Klaviyo, brands adding SMS saw 20% year-over-year ecommerce revenue growth during BFCM 2024.
Is it illegal to send promotional emails during Black Friday?
No, but you must follow CAN-SPAM and TCPA. Email needs accurate headers, clear ad identification, a postal address, and a working opt-out; SMS needs prior written consent, STOP language in every message, and 8 AM–9 PM send windows (plus 10DLC registration). FTC CAN-SPAM penalties reach $53,088 per violating email.
Should I focus on Black Friday or Cyber Monday for my campaigns?
Run the full Thursday–Monday window with distinct daily offers, not a single-day push. Omnisend's 2024 BFCM data shows Black Friday email orders peaking 7 AM–noon and Cyber Monday noon–3 PM, so covering both captures shoppers who prefer different days.
How many Black Friday messages should I send?
Send 8-12 total messages across email and SMS during BFCM week, spaced 4-6 hours apart, and cap SMS at 3-4. Premium/high-AOV brands should stay near 6-8; consumables can push higher. Attentive found abrupt volume spikes cut ROI by 22%, so ramp from your baseline, not overnight.
What makes a good Black Friday email template?
Lead with a 6-8 word subject that states the offer, preview text that adds urgency, and a value prop visible without scrolling. Use one primary CTA, show the code in a copy-friendly format, and end with a real deadline (e.g., Monday 11:59 PM ET), not vague "limited time" language.
