Black friday emails: strategy for fashion brands
Plan your BFCM email campaign with confidence. Get send strategies, subject lines, and design tips to drive real sales, without sounding spammy.
Build hype. Drive clicks. Sell more of what your audience actually wants.
For fashion brands, a Black Friday sale is a chance to connect with your audience in a way that feels curated, elevated, and on-brand. And when it comes to email, a smart approach can make the difference between hype and being ignored in the inbox.
The best Black Friday email marketing campaigns don’t just blast out promo codes or countdowns. They tell a story, showcase your products, and drive revenue, without sacrificing brand integrity.
Tapstitch helps you do exactly that.
With premium fashion-grade blanks, easy design tools, and seamless fulfillment, you can create custom apparel that’s made to sell, and use email to launch it into the hands (and wardrobes) of your audience.
Expert insights from Carter, Tapstitch’s Email Marketing Lead
Carter leads all things email at Tapstitch, and he’s seen firsthand what drives engagement, and what gets left unopened. In this guide, he’ll share practical tips to help your Black Friday emails stand out and perform, no matter your audience size.
Start early to build anticipation for your Black Friday sale
Your Black Friday sale success starts in the inbox, before the sale even begins.
If your first Black Friday email goes out the morning of the sale, you’re already behind.
Fashion brands that win Black Friday start priming their audience early, with teasers, sneak peeks, and early access opt-ins that get people excited before the discounts drop. This isn’t just about selling. It’s about building desire.
A simple teaser campaign 1–2 weeks ahead of your launch can:
- Get your audience thinking about your brand before the inbox floods
- Let you segment your most engaged subscribers
- Build a sense of exclusivity with early access deals
“Treat your teaser like a runway preview. You’re not just announcing a sale, you’re showcasing something worth waiting for.”
Offer early access to your best customers
Once you’ve teased your Black Friday deals drop, reward your most loyal customers with first dibs. Or, you could give them a slightly larger discount code.
Even giving your email list a few hours of exclusive access before the general launch can drive huge engagement. This works especially well if you’re releasing limited-edition pieces, or expect certain styles to sell out.
Make your subscribers feel like VIPs, and give them a reason to open your Black Friday emails.
Subject line inspiration for your Black Friday email campaigns
Effective email subject lines help your message stand out in crowded inboxes, drive urgency, and maximize open rates.
Curate a Black Friday campaign that converts
Black Friday emails aren’t just about promotions, they’re about presentation.
Creating marketing messages and holiday campaigns that reflect your business is essential to stand out and drive results. What you offer (and how you offer it) should reflect your brand’s identity, not just chase clicks.
Tapstitch makes it easy to create a collection that feels cohesive, premium, and built for sales. With fashion-grade blanks, no inventory, and on-demand production, you can design a drop that’s exciting and profitable, without risk.
Start with merch that makes sense
Your Black Friday pieces should strike a balance between:
- Style and price (so they feel giftable and desirable)
- Speed and simplicity (so you can launch fast)
- Margins and quality (so you don’t lose money on every order)
From low-cost t-shirts to premium hoodies, Tapstitch blanks are curated by fashion experts to give creators the right mix of trend, versatility, and value.
Want help picking the right pieces? Read our full guide: How to Choose the Right Black Friday Products →
Show your products like a pro
Once you’ve curated your collection, your next job is to make it feel irresistible in your Black Friday emails.
That starts with great visuals and clear positioning.Use a mix of realistic mockups, lifestyle imagery, and merch-focused messaging to bring your collection to life.
You don't have to rely on the traditional black background and bold neon colors. You should make your Black Friday emails feel like a true reflection of your brand.
Here’s how to highlight product value in a single glance:
Use messaging that speaks to the moment
You don’t need long descriptions, just smart, benefit-led lines that give context.
Tap into gifting, scarcity, or everyday value with product callouts like:
- “The hoodie they’ll want to live in all winter”
- “Back for Black Friday… and better than ever”
- “Under $10. Overdelivers on quality.”
- “Back in stock. But not for long.”
- “Premium feel. Black Friday price.”
- “Unlock exclusive Black Friday discounts on your favorites”
- “Don’t miss out on the best Black Friday deals”
- “Limited-time Black Friday discount”
- “Shop now for unbeatable Black Friday savings”
- “Black Friday. Lowest prices of the year.”
These punchy headlines work well as header text, CTA buttons, or even as subject lines for product-focused Black Friday emails.
“Your products should look like a collection, not a clearance rack. Use consistent colors, styling, and language to tie it all together, even if the prices are lower.”
Send a series, not just one email
Black Friday isn’t a single moment. It’s a campaign.
Most customers won’t buy from your first email, but with the right sequence, you can build anticipation, drive urgency, and capture more sales across the full BFCM weekend, by including Small Business Saturday and a Cyber Monday Sale.
A well-timed email flow keeps your brand top-of-mind without spamming your list. And when each message feels intentional and on-brand, your audience won’t tune out, they’ll lean in.
Your ideal Black Friday email marketing cadence
You don’t need to reinvent your message each time, just shift the tone from exciting to urgent. Update headers, tweak product highlights, and adjust subject lines to match where shoppers are in their decision-making.
Repurpose your content across channels
Your strongest copy and visuals shouldn’t live in email alone.
To maximize online sales during Black Friday, leverage your social media channels and online store as central components of your campaign.
Use them across every channel to keep your Black Friday campaign consistent, time-efficient, and brand-led:
- Instagram & TikTok – Tease product drops, post countdowns, or share styling reels
👉 Read the Social Media Strategy Guide →
- Paid Ads – Retarget high-intent shoppers with strong visuals and direct CTAs
👉 Read the Paid Ads Strategy Guide →
- Product Pages and Online Store – Reinforce messaging around urgency, gifting, and quality, and encourage customers to visit your online store to complete their purchases
Every channel should feel like it’s telling the same story, just from a different angle.
“You don’t need five totally different Black Friday emails, you need one solid campaign, delivered with the right timing and tone. Make it feel cohesive, not chaotic.”
Use urgency while staying on-brand
Urgency drives clicks and conversions, especially during Black Friday weekend. But for fashion brands, how you deliver that urgency matters just as much as the message itself.
Stick to clean, confident language that fits your brand voice. Skip the spammy all-caps or fake countdowns. Instead, use clear, time-based prompts that feel honest and premium.
Whether it’s a limited drop, low stock, or a 48-hour deal, keep it simple, confident, and true to your aesthetic.
Make it easy to buy
Great emails don’t just inspire clicks, they remove friction from the entire shopping experience.
Fashion buyers often skim, especially during Black Friday. Your job is to guide them quickly and confidently from inbox to purchase. Optimizing your email design to increase click through rate and click through rates is essential for driving more traffic and boosting conversions.
Here’s how to streamline your Black Friday email design for conversions:
Use large, clear CTA buttons
Avoid subtle text links. Instead, use bold buttons with action-first language like:
“Shop the Drop”, “Get Early Access”, or “Claim Your Deal”
Link directly to product pages
Don’t send shoppers to your homepage, take them straight to the featured product or collection.
Keep it mobile-friendly
Most Black Friday emails are opened on phones. Use a single-column layout, big text, and tappable buttons.
Include key purchase info up front
Make sure each email includes:
- Clear pricing
- Shipping timelines (especially if you’re promoting gift ideas)
- Sizing or fit notes (brief but helpful)
“Every click should feel easy. If your subscriber has to pinch-zoom or hunt for the price, they’ll bounce. Clear, confident design builds trust and drives sales.”
After Black Friday: send a thank you + upsell
Your Black Friday deals might be over, but your customer relationship is just beginning.
A well-crafted post-purchase email is more than a polite gesture. It’s your chance to:
- Reinforce your brand identity
- Build loyalty
- Drive repeat sales
Send a premium-feeling thank you email
Keep it simple, on-brand, and warm. Use a subject line that doesn't sound salesy.
Let your customers know you appreciate their order and that they’ve bought something designed to last.
Suggest what’s next
Use the momentum to introduce:
- Related styles they may like
- Upcoming product drops or restocks
- Early access to your next collection
Keep your brand top of mind
Include branded visuals, and remind them of what makes your products special, whether it’s custom labeling, elevated blanks, or made-on-demand production.
“A simple thank you email can double as an upsell opportunity, without feeling pushy. It’s not just a receipt; it’s your brand’s next impression.”
Build emails that actually sell
Black Friday is about more than just one big email blast.
A strategy that covers the entire Black Friday Cyber Monday period is key to maximize sales and customer engagement throughout the holiday season.
It’s your moment to show up like a brand. With the right visuals, a smart send strategy, and products worth clicking for, you can turn casual browsers into loyal fans.
Tapstitch gives you everything you need to make that happen, from high-quality, fashion-first blanks to seamless fulfillment and easy design tools that bring your campaign to life.
Whether you’re building hype with a limited drop or teasing early access to your bestsellers, your email strategy should work hand-in-hand with the products you’re promoting.
