Last-Minute Online Black Friday Tips

November 24, 2015 - By: Sarah Pease

major retailers are saying ‘NO!’ to being open on Thanksgiving Day (with
REI making the bold move to also be closed
on Black Friday). But that doesn’t mean they are ignoring their online holiday messaging, which all comes down to timing.
Yesmail research showed that email campaigns and social media posts sent on Black Friday had the
lowest engagement rate. Why? Because by that point consumers have tuned out and your message becomes white noise. Here are some quick last-minute tips that will help grab your audience’s attention:

  • Send your key Black Friday-themed emails early in the week and then a follow-up email on the day of the sale to reinforce the message.
  • Make your Black Friday subject lines eye-catching, urgent, and concise (e.g., Finish Line: Black Friday Doorbusters END TODAY. Snag ’em before it slams shut.).
  • Keep mobile in mind. The copy should be brief, the call to action button visible, and all links working properly.


  • Give deal sneak peeks early in the week to generate Black Friday buzz.
  • Maximize engagement by sharing promotions and content across your multiple social media channels.


  • Send Black-Friday-themed tweets early announcing contests and promotions. Communicate final Black Friday deals on Thanksgiving.
  • Pair a unique hashtag with the #BlackFriday hashtag (e.g., REI is using #OPTOUTSIDE).
  • Excite customers with images and links to coupons.

Remember, consumers are using multiple channels at various times, so it’s imperative to be flexible and adjust your strategy as needed. Tell us your best Black Friday tips in the comments!