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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

2 min

TL;DR - Quick 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.

Complete Expert Analysis

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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Muhammed Tüfekyapan

Muhammed Tüfekyapan

Founder & CEO of Growth Suite

With over a decade of experience in e-commerce optimization, Muhammed founded Growth Suite to help Shopify merchants maximize their conversion rates through intelligent behavior tracking and personalized offers. His expertise in growth strategies and conversion optimization has helped thousands of online stores increase their revenue.

E-commerce Expert Shopify Partner Growth Strategist

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