7 min read

The Best Day To Send A Black Friday Email

Written by Andriy Boychuk
7 min read
Table of Contents

    Black Friday is the biggest retail event of the year. Shoppers pick up deals online and offline, and the competition is fierce. Companies use various marketing strategies to lure customers to their brick-and-mortar or online stores, including email marketing.

    Email marketing is recognized as one of the most effective ways to promote these deals. With great Black Friday subject lines, you can catch the attention of many customers and prepare them for the big day.

    However, not all email marketing campaigns are created the same. You have to capitalize on the best day to send a Black Friday email to maximize your results.

    Let’s dig in, so you’ll know when to send Black Friday emails.

    The Best Day to Send Black Friday Email: Starting Your Campaign

    When deciding the best day to send a Black Friday email, there are two things to consider. You need to choose the:

    • Date for beginning your marketing campaign
    • Day of the week that gets the best results

    Let’s take a closer look at both of these.

    When To Start Your Black Friday Email Campaign?

    For the date, you should aim to send your first Black Friday email at least one week before the shopping event. If possible, send the first email two weeks ahead of time so people will have ample time to plan to pick up your offer.

    You can even send your first email at the end of October. People start planning for Black Friday earlier and earlier. There’s so much competition that you need to get on the radar quickly.

    What is the Best Day of the Week for Sending Black Friday Emails?

    Sunday, Monday Days with the lowest unsubscribe and bounce tendencies.
    Tuesday Highest click-through rates.
    Thursday Best open rates. People are more likely to read your email.
    Saturday Highest click-to-open rates.


    It’s a little trickier when considering the day of the week. That comes down to what you are trying to achieve. Your goal will change based on the point of the campaign.

    Campaign Monitor analyzed Black Friday marketing emails and discovered the best times for sending based on different actions. You will need to align the actions up with your goals when creating your email marketing campaign for Black Friday.

    Emails sent on various days of the week have different:

    • Open rates
    • Click-through rates
    • Unsubscribe rates
    • Click-to-open rates
    • Bounce rates

    You can build your campaign around these actions.

    When you start your Black Friday campaign, you’ll want to:

    • Educate your audience
    • Get them excited about your Black Friday offer

    You need your audience to stick around and take the journey with you. That means you need to focus on keeping your unsubscribe and bounce rates low.

    You can accomplish that by sending your Black Friday email on Monday or Sunday.

    As you warm up your list, you want to make sure they are reading your emails and seeing your offer. Thursdays have the best open rates, according to Campaign Monitor’s case study.

    As you get closer to the big day, you want people to click on your links. Saturdays have the highest click-to-open rates, but Tuesdays have the highest click-through rates. Both days are excellent choices for sending a Black Friday email.

    You will follow this schedule when warming your list and getting them excited about your offer. Then, you will cap off your campaign with a final email.

    The Best Day to End your Black Friday Campaign

    You will close out your Black Friday email marketing campaign with a final email that drives people to your deal.

    Send this email on the morning of Black Friday. Your subscribers will be gathering their shopping gear and choosing which deals to buy, so landing in their inboxes can boost your sales.

    What is the Best Time to Send your Black Friday Email?

    Timing matters when sending this email. Remember that people get up early to shop on Black Friday. Send your email between 4 a.m. to 8 a.m. to get the best results.

    If your sale is going live at a different time, you might need to tweak the time a bit. For instance, if your sale is beginning right at midnight, you can send your last Black Friday email at 11 p.m. the night before to get people ready for the big deal.

    It’s important that you analyze your specific offer and timeline when choosing when to send Black Friday emails. Your time will differ if you’re starting a sale at 10 a.m. on Black Friday as opposed to midnight.

    By taking a closer look at your deal, you’ll be able to deliver your email in a timely manner. Then, people can click and claim your offer or find out how to get it at the store.

    The Best Black Friday Email Subject Lines

    Your Black Friday email campaign is one of the most important of the year. A single mistake could derail the campaign and hurt your sales.

    Spend time working out the timeline for your Black Friday email campaign. By delivering emails at the right time, you can make sure people see them. But if you want your clients to click on them, you will need to work on one more element: the subject lines.

    Characteristics of Great Black Friday Email Subject Lines :

    Black Friday email subject lines can’t be too long or too short, but must be:

    • Clear and direct
    • Persuasive
    • Informative
    • Creative

    Examples of Creative Black Friday Email Subject Lines

    Here are some examples of successful subject lines :

    • Don’t stress: 25% off for Black Friday” – Madewell
    • “Be ready, the Black Friday Sale is Coming…” – Diesel
    • “3 Words: 1 Black. 2 Friday. 3 Deals. More Coupons Enclosed” – Bed Bath & Beyond
    • “Time is Running Out//Black Friday Early Access” – Ray-Ban
    • “Best. Black. Friday. Ever. Just got even better!” –  Ulta Beauty

    Black Friday is the single most important sale for any eCommerce brand. Check out our Black Friday checklist to make sure you have everything ready for the big day.

    Further Reading

    8 Tips to Choose a Perfect Black Friday Email Template
    How to Set Up the Perfect Black Friday Campaign on Klaviyo
    The 8 Types of Black Friday Email Alerts
    The Perfect Black Friday Email Content for Your Campaign

    Talk email strategy with an expert