The BFCM 2026 email playbook, free.
What earns the click in Black Friday and Cyber Monday emails, the eight emails to send and when, and a launch check for 27 November.
Free PDF · 13 pages · with Google or your email
- 0112 Black Friday movesWhat earns the click before and during the sale.
- 0212 Cyber Monday movesHow to close the buyers Black Friday warmed up.
- 03The 2026 calendarFrom warm-up to order-by dates, stage by stage.
- 04Eight email templatesIn send order, with subject lines and preview text.
- 05Launch checkSix easy wins and a ready-to-send list for 27 November.
Five must-use moves for BFCM emails.
In real brand emails, the clicks come from a few moves: get people in early, make one clear offer, remove the risk of buying, and give a hard deadline.
- 1
Early access for your list
Open the sale a day early for subscribers or members.
Why: Feeling first is a strong pull, and it turns the sale into sign-ups.
Seen in: Aloha: "build your cart today". HOKA: members only. NYX: ACCESS members, sign up free.
- 2
One clear offer per email
One deal, one code, one button.
Why: No choices to weigh, so nothing slows the click.
Seen in: CBDfx: "40% off + free shipping, code TURKEY".
- 3
The offer in the preview text
Write the inbox preview line as a second subject line.
Why: The offer is visible before anyone opens the email.
Seen in: Aisle: "Up to 70% off... end at midnight".
- 4
Guarantees under the offer
Shipping, returns and warranty in one row.
Why: It answers "what if it's wrong?" before it stops the click.
Seen in: CBDfx: 60-day money back. Camper: 2-year warranty. Ergobaby: guaranteed for life.
- 5
A countdown with an exact end time
A live timer and a precise end time on the final day.
Why: Almost everyone says "ends tonight", so a ticking clock is an easy way to stand out.
Seen in: Only a few brands use a live timer: DIFF, Samsung, Calexo, Rachel.
A Black Friday email built on seven parts.
A sample for a made-up brand, in the order most of the emails above follow. Swap in your own offer, products and dates.
Get the full BFCM 2026 playbook.
All 24 moves, the 2026 calendar, the eight email templates and the launch check, in one PDF.
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Examples come from the emails in this library. No click-through rates were available, so these are the tactics brands chose, not measured winners. Test them on your own list.
The real emails behind the playbook.
Black Friday and Cyber Monday sends from ecommerce brands, shown in full. Filter by day or category, and tap any one to read it at full size.