Every year, Black Friday feels like a marathon for marketers—and a sprint for everyone else. If you’re looking to grab attention and drive sales, email is still one of the most powerful tools in your toolkit.
At GetResponse, we analyzed over 1 billion emails sent by our U.S.-based customers in the first half of this year, focusing on active senders with lists of at least 500 contacts. This data isn’t guesswork; it’s grounded in what actually works. With the holiday rush around the corner, here’s a guide to help your emails break through, using insights rooted in real email engagement.
Let’s get into it.
1. Timing is Everything: Hit ‘Em When It Counts
Getting your email into a subscriber’s inbox at just the right moment can be the difference between an open and a missed opportunity. According to our Benchmark Report, emails sent early in the morning—between 3:00 AM and 5:00 AM—have some of the highest engagement rates, with open rates around 41% and click-through rates up to 2.87%. Why? Because this timing allows your email to land during a quieter period, away from the midday rush.
Pro Tip: Schedule your Black Friday emails to hit inboxes in these early hours or try a later window (5:00 PM to 6:00 PM), when people are winding down from the day and more likely to engage. Black Friday isn’t just another day, and timing can make all the difference.
2. Make Your Preheaders Work Harder
Your preheader is like a second subject line. And here’s what the data tells us: emails with preheaders get a 35.22% open rate and a click-through rate of 2.89%. In other words, it works. So don’t let this space go to waste; make it intriguing, specific, or add a little extra incentive to open.
Pro Tip: Pair your subject line with a preheader that teases the deal. For example, match “Exclusive Black Friday Deals Inside” with a preheader like “Unlock 50% off + free shipping.” Give them a reason to click right away—don’t be subtle, be direct.
3. Personalization: Use It, But Be Smart About It
Personalization isn’t a magic bullet—it has to be done right. Our data shows that personalized subject lines can actually lower open rates (dropping to 23.33% compared to 33.18% for non-personalized lines). But personalization inside the email body? That’s where it shines, boosting click-through rates from 1.75% to 2.44%.
Pro Tip: Forget cramming a first name into the subject line. Instead, personalize where it counts. Segment your audience based on behavior or purchase history, and craft messages that feel relevant. For example, reward loyal customers with exclusive early access, or recommend products based on what they’ve bought before.
4. Roll Out the Red Carpet for Early-Bird and VIP Offers
Black Friday is a crowded spending holiday. To stand out, start early with exclusive deals for your VIPs. Early-bird promotions build anticipation and make your customers feel like they’re getting something special. Our data shows that segmented emails consistently drive better engagement, proving that exclusivity works.
Pro Tip: Create early-bird offers or VIP-only deals, maybe with unique codes or free shipping thrown in. Launch these a week before Black Friday and give your best customers that first taste of your sale. The goal is to get them hyped and coming back for more.
5. Don’t Skimp on Mobile Optimization
If your emails don’t look good on mobile, you’re missing out—plain and simple. Over 80% of emails are opened on mobile devices. A cluttered or hard-to-read email is a missed sale.
Pro Tip: Test every email on mobile before sending. Keep the layout clean, use big buttons for easy tapping, and go for a clear, single call to action. When someone’s scrolling through their phone, the last thing they want is a jumbled mess. Make it easy for them to act quickly.
6. A/B Test Your Way to Success
This is a high-stakes moment, so don’t leave things to chance. A/B testing on subject lines and calls-to-action can reveal what actually resonates. According to our Benchmark Report, testing and adjusting based on real-time data can drive big improvements.
Pro Tip: Run A/B tests on subject lines a few days before your Black Friday blast. Try something like “Black Friday Starts Now—50% Off” vs. “VIP Access to Black Friday Deals.” Test your CTAs too, and let your data guide you. It’s the best way to know what’ll get the clicks and conversions you want.
7. Tackle Cart Abandonment Head-On with Automated Follow-Ups
Cart abandonment? It’s going to happen, especially with Black Friday shoppers who are browsing multiple sites. But automated cart recovery emails are your best weapon to bring them back. Our data shows that a series of follow-ups can beat out one-off emails by a mile.
Pro Tip: Start with a gentle reminder email and follow it up with a time-sensitive discount if they still haven’t checked out. Think, “Don’t forget your cart!” followed by “Last chance—save 10% on these items now!” Persistence pays off when it comes to abandoned carts.
8. Use Send-Time Optimization Tools to Reach the Right People at the Right Time
When your audience spans time zones, a single send time won’t work for everyone. Our Benchmark Report highlights the power of “Time Travel,” a GetResponse tool that adjusts the send time to match each subscriber’s time zone. The result? Higher open rates (43.28%) and click-through rates (3.06%).
Pro Tip: Use Time Travel or a similar feature to make sure your email hits each inbox at just the right time. This strategy is gold, especially if you’re working with a national or international audience.
9. Segment, Segment, Segment!
If you’re blasting the same message to everyone, you’re doing it wrong. Segmentation lets you send targeted, relevant content, and our data proves it works—segmented campaigns consistently yield higher engagement rates.
Pro Tip: Segment your audience by behavior, engagement, and purchase history. Treat loyal customers to special offers, nudge inactive subscribers with a “we miss you” promo, and get new subscribers excited with a first-time buyer discount. Make your emails feel personal, and you’ll see results.
Wrapping It Up: Make Black Friday Your Best Yet
Black Friday isn’t about flooding inboxes. It’s about making your emails stand out, using data to drive strategy, and giving your audience an experience they won’t ignore. Use the insights from our Benchmark Report to nail your timing, sharpen your subject lines, and keep things mobile-friendly.
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ABOUT THE AUTHOR
Carlos Gil, Marketing Expert for GetResponse
Carlos Gil is a Marketing Expert for GetResponse, bestselling author of “The End of Marketing: Humanizing Your Brand in the Age of Social Media and AI,” and winner of the BookAuthority Best New Book to Read in 2020 in the Social Media Marketing category. He is an internationally recognized keynote speaker with over a decade of experience leading digital and social media marketing for Fortune 500 brands. As a bilingual (English/Spanish) marketing evangelist, Carlos is recognized for his expertise in emerging platforms and technologies, including email marketing, social media, and AI.
GetResponse is a comprehensive email marketing and marketing automation platform that provides small businesses and solopreneurs with powerful and affordable tools to grow and engage with their audience and turn them into paying customers. With over 25 years of expertise, customers choose GetResponse for its user-friendly solution, 24/7 multiple-language customer support, and powerful tools that go beyond email marketing.