Inbox on the rocks: What makes a great Black Friday email 

Black Friday and Cyber Monday bring a flood of emails to every inbox. The challenge is not sending another discount. It is creating something that feels intentional, personal, and worth opening.

In the latest Inbox on the Rocks session, marketing pros reviewed real-world campaigns from brands across ecommerce, SaaS, and DTC. Their insights highlight what separates emails that convert from those that disappear into the promotions tab.

Below are the real-world campaigns we asked our panel of experts to review, and what you can learn from them as you put the final touches on your own BFCM promotional emails.

Plain-text emails can feel more personal, but they also demand stronger copy and structure to hold attention. Supply’s text-only campaign took a bold approach with conversational language and clever timing.

The message was refreshingly simple: Don’t buy today, buy tomorrow. It was smart, unexpected, and stood out against the flood of flashy promotions. However, the minimalist design also revealed a few pitfalls: lengthy paragraphs, missing hyperlinks, and a lack of an early call to action to guide the reader.

Tip: If you’re going minimalist, do it with intention. Use personalization, short sentences, and clickable text to balance simplicity with performance. Plain text works best when it feels like a note from a real person, not a stripped-down template.

To get more ideas, review the personalized marketing message best practices that make every send feel human.

Visual design is robust, but it only works when paired with clarity. Bubble, a skincare brand, leaned heavily on bright, animated graphics and a clean “20% off sitewide” offer.

It was eye-catching but confusing. Without live text or product descriptions, the email didn’t make it clear what Bubble sells. For new subscribers or shoppers who lack context, that is a lost opportunity to build recognition and trust.

Tip: A strong design should never replace storytelling. Even a single sentence about your brand or a product highlight can give new readers enough context to connect and convert.

For tips on optimizing visual structure, check out this responsive email design guide to make your campaigns perform well across every device.

For software brands, clarity always beats creativity. Wave’s Black Friday offer, “50% off three months of Pro,” was straightforward, easy to understand, and localized for the reader’s region.

This campaign stood out for its logical structure and smart use of space. Every section had a clear purpose: headline, value proposition, product benefits, and a reminder of the limited-time deal. Still, it missed an opportunity to communicate the offer when images were turned off, leaving accessibility gaps.

Tip: If you work in SaaS, don’t overcomplicate your message. Lead with value and proof. Then test your email with images off to ensure your core offer still shines through.

You can improve readability and reach by following this helpful email accessibility checklist.

Exclusive offers only feel special when they are truly exclusive. July, a luggage brand, sent an “early access for VIPs” promotion, but it went to everyone on their list.

Visually, the email delivered: modern design, bold colors, and an attention-grabbing “bundle and save” message. But the experience didn’t match the promise. The lack of segmentation undercut trust, and the all-image format made it inaccessible on mobile devices.

Tip: Use early-access offers strategically. Reward real loyalty segments and make exclusivity meaningful. A personalized “You’ve unlocked early access” subject line will outperform a generic “VIP” every time.

If you are planning to layer in SMS during your sale, use these content tips for better SMS engagement to write concise, high-performing text campaigns.

Huckberry has built its brand around storytelling, and its Cyber Monday campaign reflected that. The copy took center stage with confident language and product-driven storytelling that reinforced its adventurous identity.

The concept was strong, but the execution slipped. The fully image-based design lacked accessibility, and the multiple CTAs created decision fatigue. Still, the storytelling tone captured Huckberry’s brand voice perfectly. It was a reminder that personality can drive performance when balanced with usability.

Tip: Great stories belong in the inbox, but they still need structure. Keep your message scannable, and make sure every design element serves the story.

For more practical design guidance, explore our post on responsive email design.

Black Friday and Cyber Monday campaigns are most effective when they are not confined to email. SMS, in-app messages, and push notifications can extend your reach and reinforce your message across channels.

• Use SMS for urgency. Short, text-only messages consistently drive higher engagement than image-based MMS.
• Leverage in-app or product messaging. These reach your most active users when they’re already engaged.
• Stagger your sends. Schedule SMS and email at different times to prevent fatigue and increase touchpoint visibility.

Tip: The best omnichannel experiences feel cohesive, not repetitive. Sync your channels under one strategy and make timing intentional.

For more ideas, explore our lifecycle email examples to see how integrated messaging builds long-term engagement.

Subject lines can make or break a campaign, especially during the holidays. While creative copy can grab attention, data shows that clarity converts.

If you’re deciding between “Clever” or “Clear,” test both. Remember that your goal is not just an open. It’s a click. Readers should understand the value of your offer before they even open the email.

And one more proven truth: always show savings in dollars, not percentages. Numbers like “Save $50” outperform “Save 25%” because they make the benefit tangible.

The best BFCM email campaigns share a few simple traits. They’re clear, accessible, and human. They tell readers what’s in it for them, quickly, and make the next step effortless.

Whether you send one plain-text email or a fully designed campaign, the same rule applies: connection drives conversion. Every message should feel personal, purposeful, and part of a larger journey.

If you're ready to build your next campaign, you can start a free trial of Customer.io just in time for holiday promotions.