Top 10 Black Friday Email Marketing Trends [2023]

Black Friday, the long-awaited day of exceptional discounts and promotions, continues to evolve at a rapid pace, and one of the secret weapons fueling its success is email marketing. In 2023, email remains one of the most powerful channels to communicate with customers and encourage them to participate in this shopping frenzy. In this article, we will delve into the 10 top Black Friday email marketing trends in 2023 in detail.

Trend 1: Email personalization

One of the most notable trends in email marketing for Black Friday in 2023 is email personalization. More than ever, consumers are seeking tailored experiences, and businesses have realized that personalization is the key to capturing their attention and encouraging them to take action.

Why is personalization crucial?

Personalization goes far beyond using the recipient’s first name in the greeting field. In 2023, businesses are exploring more advanced ways to personalize their emails based on recipients’ preferences, past purchasing behavior, and demographic data. Here’s why this trend is crucial:

  1. Increased engagement: personalized emails generate higher engagement. Consumers are more likely to open, read, and click on an email that appears specially tailored to them. 
  2. Higher conversion rates: personalization can also lead to an increase in conversion rates, potentially up to 10%. When products, offers, and recommendations align with individual interests and needs, impulsive purchases become more common. 
  3. Strengthened customer relationship: by showing customers that you understand and cater to their specific needs, you enhance the customer relationship. This can encourage long-term loyalty.

Trend 2: Dark Mode friendly

Dark Mode Friendly is an emerging trend in the field of email marketing for Black Friday in 2023. With more users opting for dark mode on their devices, it’s essential to tailor your email marketing campaigns to ensure an optimal experience, regardless of the viewing mode chosen by your audience.


The Importance of Dark Mode Friendly:

  1. Meeting user preferences: dark Mode has become a popular choice on many devices and applications as it reduces eye strain and prolongs battery life. By adapting your newsletters to this mode, you demonstrate that you are attentive to your customers’ preferences. 
  2. Enhancing readability: when your emails are optimized for Dark Mode, text and images are adjusted to provide maximum readability on a dark background, thus avoiding contrast issues that can make content hard to read. 
  3. Preventing visual distortions: if your emails are not Dark Mode-friendly, they might appear with distorted colors or misaligned images, potentially harming the aesthetics and credibility of your brand.

Trend 3: use of Artificial Intelligence

In 2023, the use of Artificial Intelligence (AI) in Black Friday email marketing is booming. AI enables businesses to create more personalized, relevant, and effective campaigns by harnessing the power of data analytics and intelligent automation.

AI can analyze behavioral data and user preferences to create highly personalized product recommendations. This allows for sending emails that precisely align with each recipient’s interests.

Moreover, AI algorithms can automate the process of email creation and delivery based on specific triggers, such as browsing behavior, abandoned carts, or even local weather conditions, ensuring perfect timing for every message.

Trend 4: emphasis on mobility

In 2023, mobility has become a major priority in the field of email marketing for Black Friday. This trend stems from the omnipresence of mobile devices in consumers’ everyday lives. Businesses are striving to tailor their email marketing campaigns to ensure an optimal experience on smartphones and tablets. 

More and more people are checking their emails on mobile devices rather than desktop computers. Therefore, designing emails for a seamless mobile experience is crucial to reach a wider audience. 

Indeed, smartphones enable users to receive and check their inbox while on the go. This means well-designed campaigns can prompt an immediate response, which is particularly relevant for Black Friday promotions.

Hence, your emails must be designed to automatically adapt to screens of various sizes, load swiftly on mobile connections, and offer user-friendly navigation with touch-friendly buttons.

Trend 5: emphasis on sustainability

Sustainability is at the core of consumer concerns, and this focus extends to Black Friday email marketing campaigns as well. Brands are increasingly highlighting their commitment to sustainability to attract an environmentally-conscious audience and promote responsible consumption choices.

The importance of emphasizing sustainability

Today’s consumers seek brands that share their values of sustainability and ethics. By highlighting your commitment to sustainability, you enhance your audience’s trust. Additionally, in a competitive market, sustainability can be a crucial differentiating factor. Consumers are more likely to buy from brands that take steps to reduce their environmental impact.

Promoting sustainable products and raising awareness about responsible consumption practices contribute to more ethical and socially responsible marketing.


Here’s how to highlight sustainability in your campaigns:

  1. Informative content: include details about your company’s sustainable practices in your emails, such as the use of recycled materials, eco-friendly initiatives, or partnerships with environmental organizations. 
  2. Sustainable special offers: provide special deals for environmentally friendly products or services, emphasizing the benefits of these choices. 
  3. Storytelling: share inspiring stories about how your company is committed to sustainability and the positive impact it has on the environment. 
  4. Call to action for sustainability: encourage newsletter recipients to engage in sustainable actions, such as recycling or reducing their carbon footprint. 
  5. Impact measurement: if possible, share concrete data on the positive impact of your sustainable initiatives, such as energy savings achieved or tons of waste avoided.

Trend 6: interactive content

The trend of integrating interactive content into Black Friday email marketing campaigns is gaining momentum. Consumers are seeking engaging experiences, and interactive content provides a captivating way to grab their attention and encourage them to interact with your emails.


How to Integrate Interactive Content into Your Campaigns

The trend of interactive content is a major component of email marketing for Black Friday in 2023. Incorporating these elements into your campaigns can boost engagement, enhance user experience, and provide valuable data to refine your marketing strategy.

  1. Surveys and questionnaires: ask recipients for their opinions on products or services, or invite them to participate in surveys to better understand their needs.
  2. Games and contests: organize games or contests in your emails, offering attractive prizes to encourage participation.
  3. Sliders: use interactive elements like sliders to allow recipients to explore different offers by sliding a cursor.
  4. Clickable elements: integrate clickable elements that reveal additional content, such as product information, videos, or images.
  5. Interactive maps: use interactive maps to display the locations of stores, outlets, or Black Friday events.

Fun fact: with Cyberimpact, you can incorporate GIFs into your emails.

Trend 7: Social Media Integration

The integration of social media into Black Friday email marketing campaigns is gaining traction. This trend is based on the fact that social media plays a central role in consumers’ online lives, and brands are looking to leverage this presence to enhance their impact during this crucial time of the year.

By incorporating icons and links to your social media profiles in your emails, you enable recipients to easily share your Black Friday offers with their own followers, expanding your audience.

Black-friday-email-marketing-trends-media-social integration

Social media integration allows you to track key performance indicators such as the number of shares, likes, and comments, to measure the effectiveness of your campaigns.

 It offers significant advantages in terms of expanding your audience, increasing engagement, and monitoring performance. By connecting these two channels strategically, you can maximize the impact of your campaigns and leverage social media virality to reach a broader audience during the Black Friday period.

Trend 8: advanced email list segmentation

Advanced segmentation goes far beyond merely dividing subscribers into basic groups. It involves in-depth data analysis to create highly personalized segments, enabling businesses to deliver offers and content specifically tailored to the needs and behaviors of each group of recipients.

The importance of advanced email list segmentation is manifold:

  1. Increased customization: by segmenting in an advanced manner, you can personalize your campaigns to the highest degree, taking into account individual preferences, purchasing habits, and the customer lifecycle.
  2. Improved conversion rates: targeted messages tend to convert at a higher rate. By addressing specific offers to each segment, you maximize the chances of closing sales.
  3. Reduced unsubscribes: recipients are more likely to unsubscribe if they receive emails that are not relevant to them. Advanced segmentation helps avoid this frustration.
  4. Better customer retention: you can also use this segmentation to send retention emails and special offers to existing customers, thereby enhancing their engagement.

Trend 9: Use of User-Generated Content (UGC)

Brands are encouraging customers to share their experiences, photos, and comments on social media using specific hashtags related to Black Friday. They then incorporate this authentic content into their email campaigns, creating a deeper connection with customers.

UGC builds trust, provides genuine product testimonials, and amplifies campaign reach by encouraging customers to share their shopping experiences. This trend harnesses the power of customer voices to positively influence purchasing decisions.

Trend 10: Video Email Marketing

The integration of videos into email marketing campaigns is experiencing significant growth for Black Friday. This trend is driven by the fact that videos offer a dynamic and immersive way to communicate with recipients, creating a more engaging and memorable visual experience.

Videos in newsletters allow businesses to showcase their products, provide detailed explanations of special offers, and even tell captivating stories that instantly capture the recipient’s attention. This goes beyond simple text and static images, offering consumers a rich visual experience.

Common uses of videos in Black Friday email marketing include mini-videos featuring flagship products, product previews in action, product demonstrations highlighting features and benefits, as well as interactive videos allowing recipients to click for further exploration.

The benefits of video email marketing are numerous. It increases click-through and conversion rates, as recipients are more likely to engage with a captivating video. Moreover, videos enhance the memorability of Black Friday offers, leaving a lasting impression.


As we conclude this exploration of the top 10 Black Friday email marketing trends in 2023, it’s evident that this channel continues to be a cornerstone in retail sales strategy during this crucial period. The future of email marketing is exciting, as it continually adapts to new technologies and consumer preferences.

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