1. Email Marketing

The best of Black Friday 2018

Black Friday is always a busy day for email marketers, and this year it seemed to start early than ever before. ‘Black Friday week’ deals launched as early as the 16 November, one week before the main event, and on EmailOctopus we saw hundreds of millions of emails sent out over the period.

Our own team’s inboxes overflowed with emails from brands and stores which were taking advantage of the biggest week in ecommerce. We’ve selected just a few of our favourite emails below:


The Article email was sent on the 16 November, the weekend prior to Black Friday. Its method of announcing their upcoming sale was interesting, advising their users not ‘to buy furniture this weekend’.

Black Friday campaign from Article


Nest build some of the most technologically advanced emails around. This Black Friday they offered a full cart checkout when the email was opened in supporting email clients such as iOS Mail. This technology is incredibly difficult to implement and support is limited, but we expect this to become more widely used over the coming years. See it in action here.

Black Friday email campaign from Nest


Dark coloured emails are always the trend that brands follow on Black Friday and Google are no different. The all-black email showcases Google’s darker products to create a themed email which looks, quite frankly, beautiful.

Black Friday email campaign from Google

Kit and Ace

Witty taglines are always a winner in email and don’t require the technical or design expertise of some of the other emails featured above. Kit and Ace with their play of TGIF created an eye-catching engaging email, which made it one of our favourites from Black Friday.

Black Friday email campaign from Kit and Ace


For more inspiration and actionable tips to implement in your campaign, check out our guide to email marketing on Black Friday.

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