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Expert answer · 2 min read

Should I mention Black Friday in Cyber Monday emails?

As an e-commerce marketer, I'm trying to optimize my holiday email campaign strategy and wondering about the best approach for mentioning both Black Friday and Cyber Monday. I want to ensure I'm not overwhelming my subscribers with too many promotional emails, but I also don't want to miss out on critical sales opportunities during this crucial shopping period. I need guidance on how to strategically communicate these events to maximize engagement and conversions without causing email fatigue.
Muhammed Tüfekyapan

Muhammed Tüfekyapan

Founder & CEO, Growth Suite ·

The short answer

Mention Black Friday briefly only to distinguish Cyber Monday as something different, not to remind people what they missed. A single line like 'Cyber Monday brings our best online deals' is enough context. Do not apologize for Black Friday or position Cyber Monday as a consolation prize.

In depth

Should You Mention Black Friday in Cyber Monday Emails?

Whether to reference Black Friday in your Cyber Monday emails depends on your goal. Done right, a brief mention positions Cyber Monday as a fresh opportunity. Done wrong, it makes your email feel like a Black Friday extension or a consolation prize.

When to Reference Black Friday

Good: Differentiating the Two Events

"Cyber Monday is our best online deal of the season - specifically designed for digital shoppers." Brief context, forward-looking.

Good: Highlighting Continuation for Non-Buyers

"If you didn't shop over the weekend, Cyber Monday is your moment." Acknowledges the timeline without framing CM as inferior.

Avoid: Consolation Framing

"You missed Black Friday, but don't worry - we have Cyber Monday." This positions CM as second-best. Avoid it.

Avoid: Comparing Deals

"Bigger than Black Friday!" risks offending BF buyers or seeming desperate. Let the CM deal stand on its own.

Segment-Based Approach

Segment Mention BF? Why
BF buyersNoThey already converted - focus on complementary products
BF visitors (non-buyers)Briefly yesAcknowledge they visited, invite them back with a new angle
New subscribersNoThey have no BF reference - lead with the CM deal directly
Inactive subscribersOptionalCM is a natural re-engagement hook if they missed your BF emails too

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