Black Friday campaigns: Email and PPC tactics that convert

Here’s how to plan and execute a campaign that actually converts.

Warm up your email list early

Don’t wait until the day. Start teasing your Black Friday offers with short, value-driven emails a week or two in advance. Let people know what’s coming and how they can benefit.

Tip: Use subject lines like “It’s Coming…” or “Early Access for Subscribers Only.”

Segment and personalise

Not all your customers want the same thing.>

Split your list by past purchases, interests, or location and send targeted deals that feel more relevant.

Personalised emails get 2–3x more engagement than generic ones.

Time your PPC campaigns strategically

Google Ads and social media platforms get noisy around Black Friday.

Don’t just throw money at it, schedule your PPC campaigns to run during key windows (e.g. Thursday night, Friday morning, Cyber Monday), and use countdowns or urgency in your copy.

Bonus: Retarget past site visitors or cart abandoners with special Black Friday-only deals.

Align messaging across channels

Make sure your email, PPC ads, and landing pages all speak the same language.

Repeating your offer clearly across platforms boosts confidence and reduces confusion.

Example:
Email says “25% Off This Weekend Only” → Ad says the same → Landing page reinforces it.

Clarity = conversions.

Track and optimise in real time

Don’t just set it and forget it.

Monitor your campaign performance during the weekend and be ready to tweak budgets, bids, or subject lines.

A small change mid-campaign can make a big difference in ROI.

Want your Black Friday campaign done right?

I help businesses across Devon plan and deliver high-converting, multi-channel campaigns that combine email, PPC, and smart landing page design.