Alegria Adedeji
Alegria Adedeji
Posted 05 December 2019

3 Black Friday campaigns that will have customers back for Christmas

‘Tis the season to be jolly…and send out seasonal campaigns to your customers. The marketing sandwich of the Cyber Weekend and Christmas is a prime period to showcase your products and the festive spirit. We’ve been keeping a keen eye open on great campaigns from Black Friday and drumming up excitement in the run up to the 25th.

As this period ramps into full effect, it gets overwhelmingly busy. In our efforts to get messages out as quickly as possible, it can be tempting to send batch-and-blast emails that aren’t personalised or don’t have the added flair that makes your brand stand out.

A memorable email can be the difference between a customer further engaging with your brand after Cyber Weekend and the festive period or disappearing until next year. With targets to meet and products to showcase, there are added touches that can be included in your broadcasts emails that make them feel that little bit more personal, no matter how many eyes are going to see them.

Below we highlight three of our favourite campaigns so far and why we like them.

Astrid and Miyu

The stackable jewellery brand wanted to highlight its Black Friday sale in a stylish and dynamic way to encourage its shoppers to spend with the over the Cyber Weekend.



By using gifs to highlight its products, the jewellery brand also has an opportunity to show the moving lifestyle examples of how to wear the brand. Accompanied with quotes from customers wearing those specific items, this encourages the recipient to further align themselves with the brand and be reassured of the value that the purchase brings. With the product immediately underneath the gif and quote, the pathway to the checkout is easy, clear and intuitive.

What we love about this campaign:

  • Clear incentive and CTAs
  • Fantastic use of gifs to highlight the products in a dynamic way
  • Showcasing their products using lifestyle imagery with products featured underneath
  • Quotes from customers who have purchased to showcase the value of the brand

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Known for its exploding confetti cards, Boomf wanted to use its USP to surprise its customers with their Cyber Weekend sale.


The warm and friendly tone of the email “Black FriYay” increases up the playfulness of the confectionary brand as well serving as a reminder of the brand story. This coupled with the gifs and examples of lighthearted products that can be created, Boomf creates a simple but memorable email.

What we love about this campaign

  • Showcasing the brand story and adding focus to another products outside of their cards
  • The use of gifs to play on the surprise element of their product
  • A clear code, incentive and CTA in the email


Ciate London

The vegan nail and beauty brand wanted to highlight its various discounts during Black Friday.



Ciate stayed true to branding in the email, and was able to use the fun nature of a gif to highlight the rapidity of the items that they had on offer disappearing. This was done in a dynamic and eye-catching way, being slightly tongue-in-cheek with the gif imagery and encouraging excitement for the available products below.

What we love about this campaign

  • Fun and engaging gif as the focus point of the email
  • Clear incentives throughout the gif

As the festive season and New Year emails get prepped go out, you can use the ideas from these great Black Friday campaigns to make sure you close this year with memorable marketing.


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