Black Friday Email Plan: Send These 3 Emails to Maximize Conversions

Inboxes around Black Friday are noisy.

Every brand is shouting, competing for clicks, and shoppers are scanning faster than ever. You can’t rely on luck to cut through that noise. What you really need is a simple email plan.

Most smaller ecommerce teams either send too few emails or wait too long to start. But that leads to an awful lot of missed clicks, lost sales, and “we’ll do better next year” sighs. This time, let’s change things up.

Here’s a three-email sequence that even the busiest online storefronts can pull off. It’s clear, fast to set up, and proven to drive conversions when it matters most. And if you start now, you can make it work for your online store in time for Black Friday and Cyber Monday sales.

1. The Teaser Email (3–5 Days Before Black Friday)

Build anticipation and give your audience a reason to pay attention before the flood hits. This first send sets the stage. You’re setting the mood. The goal is to spark curiosity, prime your list, and maybe even collect a few VIP sign-ups ahead of time.

Shoppers are already planning where to spend. The earlier you appear in their inbox, the more likely they’ll save your email (or mentally note your offer) when the big day arrives. This early visibility helps your brand feel prepared and confident.

How to make it work

Use this send to start a story, drop hints, or even show snippets of your upcoming offer while keeping it mysterious.

You want subscribers to lean in. If you’re offering early access, frame it as a reward for loyal customers rather than a gimmick.

Subject line ideas:

• “Something big is coming…”
• “Your exclusive early access starts soon.”
• “Get ready... our biggest drop of the year lands this week.”

Content tips:

• Share a sneak peek of what’s coming: a blurred photo, a short video, or a product collage.
• Offer early-bird sign-ups or a “text me first” form so subscribers can opt in for VIP access.
• Use countdowns or animated graphics to build energy.

Keep it short and visual. Think of this email like hanging a “Coming Soon” sign in your window. It should make people want to come back.

Pro tip: Create an SMS opt-in right inside this teaser. A quick “Get first access via text” button connects your email and SMS strategy. And with Privy, it takes minutes to set up.

2. The Launch Email (Black Friday Morning)

Announce the offer and drive instant clicks. This is the big moment. By now, inboxes are packed, and shoppers are scanning for who’s giving them the best deal with the least friction.

First impressions count, and this is the one email almost every subscriber will open. If your offer is buried or hard to understand, they’ll move on fast. The strongest Black Friday launches hit readers with exactly what they need to know, including what’s on sale, how much they’ll save, and when it ends.

How to make it work

Open strong with a headline that mirrors your subject line. Repeat the offer in both text and visuals so even fast scrollers catch it. Use short, punchy copy that gets to the point and guides the reader’s eye straight to your CTA. The simpler it feels, the faster they’ll click.

Subject line ideas:

• “It’s here: Our biggest event of the year.”
• “Black Friday starts NOW.”
• “The wait is over. Shop before it’s gone.”

What to include:

• Your main offer, right up top. Don’t bury it. Spell out the value in the first line.
• A bold CTA button. “Shop Now” or “Unlock Your Deal” is plenty.
• Clean, mobile-first design. Half of your traffic will read on their phone (https://www.forbes.com/sites/catherineerdly/2025/08/15/how-retailers-can-win-black-friday-2025-by-starting-now/).
• Social proof. Short customer quote, star rating, or “trusted by 10K+” line.

A great launch email is easy to digest at a glance. The copy should fit on one screen without scrolling. If you need more space, use your landing page to do the heavy lifting.

Pro tip: Set up this email in advance and schedule it to land early in the morning in each customer’s time zone. Privy’s automation tools can handle the timing so you can focus on other parts of your campaign.

3. The Urgency Email (Final 12 Hours)

Catch everyone who hesitated. Every sale has a wave of late buyers, they just need a little nudge. Urgency emails often double conversion rates compared to the first send, so don’t skip this step.

Shoppers want the deal, but they’re busy and distracted. A clear “last chance” reminder cuts through the clutter and creates that small push they need to commit. You’re being helpful, reminding them before time runs out.

How to make it work

Timing is everything. Send it when evening browsing peaks and people are winding down with their phones in hand. Keep your message tight and visual, with one goal, which is to get them back to checkout. Include real signals of scarcity if you have them, like “only a few left” or “selling fast.”

Subject line ideas:

• “Ends at midnight! don’t miss out!”
• “Last call for our Black Friday deals.”
• “Final hours: grab your favorites before they’re gone.”

Content tips:

• Add a countdown timer to show exactly how much time is left.
• Use scarcity language only if it’s real: “Limited stock” or “Almost sold out.”
• Feature a few bestsellers or low-inventory items to create momentum.
• End with a clear CTA and clean footer, and make checkout effortless.

If you can, segment this send. Send one version to shoppers who clicked but didn’t buy, and another to subscribers who haven’t opened earlier messages.

Pro tip: Add SMS reminders in this stage. A short text like “Sale ends in 3 hours. Tap to shop” often drives higher conversions than another email alone.

BFCM Bonus Tip #1: Automate for Timing & Personalization

Automation isn’t just for big brands. The right tools handle the timing, targeting, and testing for you.

With Privy, you can launch the entire three-email flow using templates that personalize based on:

• Time zones so your 7 a.m. email hits at 7 a.m. everywhere.
• Behavior like opened-but-didn’t-click or added-to-cart-but-didn’t-buy.
• Dynamic content, like personalized product recommendations or local shipping cutoffs.

Automation ensures consistency. You can focus on packing orders while your flows keep working in the background.

If you’re short on time, start small. Set up the teaser and launch emails first, then add the urgency message once those are locked in. Even two well-timed sends beat a rushed blast on the day of.

BFCM Bonus Tip #2: Layer Your Channels

Every Black Friday and Cyber Monday message you send should echo across your other channels. These touches reinforce your offer and keep traffic moving toward checkout. And since they all live under one roof in Privy, setup stays simple.

• Popups: Use a “VIP early access” popup the week before to grow your list.
• SMS: Send short email reminders or exclusive flash codes during the event.
• Free shipping bars: Highlight thresholds like “Spend $75 for free shipping” right in your emails.

What Makes This BFCM Email Plan Work

You don’t need ten marketing emails or a massive team. You just need some clarity, consistency, and a pinch of smart prep.

Here’s why this three-email framework delivers:

1. Timing builds momentum – The teaser primes interest, the launch sparks action, and the urgency push closes the loop.
2. Automation reduces stress – Once set up, the flow runs while you focus on fulfillment.
3. Repetition creates recognition – Seeing your brand multiple times makes your offer stick.

Putting It All Together for Your Biggest Black Friday Yet

Last year’s Black Friday online sales almost hit $11 Billion, a 10% uptick from the previous year. Will you be ready to cash in this season?

Your timeline could look something like this:

• Monday or Tuesday: Send your teaser and launch your popup.
• Friday morning: Launch email goes out to your full list and VIPs.
• Friday evening: Send your urgency email and a short SMS reminder.

Each piece supports the next, so you can create a steady stream of attention without flooding inboxes. When the weekend ends, you can reuse this same flow for Cyber Monday, end-of-year sales, or new-product launches.

Make Your BFCM Emails Count with Smart Planning

Black Friday success is about sending smarter. Three well-timed, well-crafted emails can outperform ten rushed ones.

So this week, carve out an hour, log into Privy, and set up your Black Friday flow. Choose your templates, write your subject lines, and schedule your sends. Your future self (and your sales chart) will thank you.

Is this your year to crush this BFCM? Sign up for a quick demo to see how Privy can help you get there.