Limited spots, unlimited potential. 
You may have heard this before, but Black Friday and Cyber Monday (BFCM) aren’t just one-off big savings events anymore. They’ve evolved into a month-long content marathon where brands fight for inbox attention and customer loyalty.
With so many offers flooding people’s screens, the difference between an email that gets opened (and converts) and one that’s ignored sometimes comes down to one thing: How good is the copy?
So we built this guide to help you nail the copy from the get-go!
It’s geared towards helping marketers, copywriters, and eCommerce teams navigate the busiest season of the year with confidence. We’re talking about everything from writing high-performing subject lines to choosing the right CTA language, plus our own proven strategies for personalization, segmentation, and mobile-first copywriting.
Whether you’re sending your first Black Friday campaign or looking to refine your approach, our playbook will give you the tools to cut through the noise and make every send count.
Tip #1: How to Write High-Performing Subject Lines
Your subject line is the first (and sometimes only) chance to earn an open.
During the months leading up to Black Friday, inboxes are flooded with marketing campaigns. That means your brand needs to do something extraordinary to stand out from the crowd. And that requires a mix of clarity, curiosity, and a sense of urgency.
Try Our Winning Practices
- Keep it short → Stick to 35 characters or less for mobile optimization.
- Use power words and phrases →: “Exclusive,” “Ends Soon,” “Today Only.”
- Add specificity → “Save 40% on Bestsellers—This Weekend Only.”
- Test personalization → “[Name], your early access is unlocked.”
EXPERT TIP: A/B test your subject lines in the weeks leading up to BFCM to see what tone and format resonate most with your list.
Tip #2: Switch Up Your Approach When You’re Writing for Different Segments
One-size-fits-all messaging simply won’t cut it during the Black Friday marketing season.
Consumers are bombarded with hundreds of emails, and generic messaging often gets ignored, or worse, unsubscribed from. Segmenting your list allows you to send relevant, timely, and personalized messages that resonate with each audience, increasing the likelihood of opens, clicks, and conversions.
What to Focus on Depending on Your Segment
- VIP customers → Focus on early access, loyalty perks, and exclusivity.
- Price-sensitive shoppers → Highlight the biggest discounts and savings.
- Cart abandoners → Use scarcity messaging like: “Your deal is still waiting, but not for long.”
- First-time subscribers → Build trust with copy that emphasizes value and social proof.
EXPERT TIP: Tailor your tone of voice, degree of urgency, and offer framing based on where each group sits in the customer journey.
Tip #3: Urgency and Scarcity Tactics That Actually Work
Artificial urgency, phrases like “Act now!” or “Only 24 hours left!” can often backfire. Customers have seen these tactics too many times, and they can make your emails feel spammy, pushy, or unimaginative, which can hurt both engagement and brand trust.
Our Most Effective Tactics
- Deadlines → “Sale ends midnight Friday.”
- Limited stock → “Only 200 left in inventory.”
- Tiered offers → “The first 500 shoppers get an EXTRA 10% OFF.”
- Countdowns → Reinforce with timers in the email body and subject lines.
EXPERT TIP: Pair urgency with clarity. Customers should instantly understand what’s at stake and what action they need to take.
Tip #4: Structuring Email Copy for Mobile Optimization
Did you know? Over 70% of Black Friday emails are opened on mobile. Long story short: If your copy isn’t designed for small screens, you risk losing clicks.
How to Optimize Copy for Mobile
- Keep paragraphs short by aiming for 1–2 sentences each.
- Use bullet points or bolded phrases to highlight key information.
- Frontload the most important details (offer + urgency).
- Ensure CTAs are thumb-friendly: That means big, tappable, and easy to find.
EXPERT TIP: Think of your email as a scrollable landing page. Every line should pull the reader toward the next click.
Tip #5: Use Converting Black Friday CTAs
Your call-to-action should feel like the natural next step, not a hard sell. During the Black Friday rush, CTAs are most effective when they are direct, urgent, and benefit-driven.
Examples of Black Friday CTAs That Convert
- “Unlock My Deal”
- “Shop Early Access”
- “Claim 40% Off Now”
- “Beat the Rush – Shop Now”
EXPERT TIP: Test your buttons using various verbs that push action and ownership (or indulge in the customer’s desire to own what you’re selling) (“Get,” “Claim,” “Unlock”) to increase click-throughs.
Tip #6: Your customers deserve personalized copy
Beyond segmentation, personalization makes emails feel like they were written just for the reader, and during Black Friday, that’s an edge you want in your corner.
Easy Ways to Personalize BFCM Copy
- Use name fields → “Sarah, your early access is here.”
- Reference past purchases → “Love your yoga mat? Complete the set with 30% off straps.”
- Recommend based on browsing behavior → “Still eyeing those boots? They’re now 25% off.”
- Loyalty tiers → “Gold members get 2-hour early access to all BFCM deals.”
EXPERT TIP: Personalization should enhance relevance without feeling invasive. Focus on helpful, curated messaging that adds value.
The Bottom Line
BFCM has merged into the most competitive email marketing season of the year. But with the right copy, turning those inboxes into revenue drivers will never be easier. By combining attention-grabbing subject lines, smart segmentation, authentic urgency, and a mobile-first approach, you’ll set the stage for higher open rates, clicks, and conversions.
Don’t forget: Your CTA language and personalization are where the magic happens. Small tweaks (like addressing your reader by name, referencing their past purchases, or giving VIPs early access) can be the difference between a scroll-past moment and a sale.
This BFCM season, approach your email copy not just as words on a screen, but as a one-to-one conversation with your customer. Keep it clear, keep it relevant, and keep it human. Your brand will stand out long after the sales are over.
