Black Friday and Cyber Monday email templates (2026): the 6-email sequence

The send plan

Templates

1. Teaser

Subject: Friday's sale (you'll want to know) · Alt: Mark Friday

Hi {name},

On Friday {product or shop} goes on sale: {discount} until Monday night.
If you've had your eye on {bestseller}, this is the cheapest it will be this year.

You'll get early access on Wednesday, before anyone else.

{your name}

2. Early access

Subject: You're in early · Alt: Your early access is open

The sale opens to everyone on Friday. For you, it's open now.

{discount} on {what}. Code {CODE}, or it's applied at checkout.
→ {link}

Ends Monday {time + time zone}.

3. It's live

Subject: It's live: {discount} off {shop} · Alt: Black Friday is on

The Black Friday sale is live.

What's in it:
- {product 1}: {one line on the result}
- {product 2}: {one line}
- {bundle}: {saving in $}

Ends Monday {time + time zone}. → {link}

4. Small Business Saturday

Subject: Made by one person · Alt: Why I started {shop}

Quick one. {shop} is just me: {one sentence on who you are}.
Every order this weekend {what it means: pays for X / goes to Y}.
The sale runs until Monday. → {link}

5. Cyber Monday

Subject: Cyber Monday: last day · Alt: Today only: {bonus}

It's the last day of the sale. Ends tonight at {time + time zone}.
Most people bought {bestseller}. Here's why: {one reason or a review}.
→ {link}

6. Last call

Subject: Ends at midnight · Alt: {hours} hours left

The {discount} ends at {time + time zone} tonight. After that it goes back to {full price}.
→ {link}

Rules that lift sales

• One link, repeated. Every extra link is a choice.
• Put the deadline and time zone in every email.
• Send the last-call email even if it feels like a lot. It's often one of the biggest-selling emails of the weekend.
• Don't email people who are unsubscribed, and only email people who agreed to hear from you.
• Plain text often beats designed emails for small shops.