Black Friday is the time of year when inboxes go from manageable to overwhelming overnight. Attention spans shrink, open rates drop, and your competitors are all doing the same things: countdown timers, alarm clock emojis, urgent subject lines in all caps.

The emails that cut through aren’t louder. They’re more specific to the customer and the moment. And they have an offer that doesn’t look like the other 47 in the inbox that day. 

Most stores offer rounded discounts, like 20% or 30% off. If you’re looking for visibility in a crowded inbox, why not go with something different?

Try 12% instead. Nobody does 12%. It looks deliberate and gets attention because it doesn’t fit the pattern shoppers are used to. Get them to ask, “Why 12?” 

You could then double it to 24% during select times, or bump it to 36% for top customers — whatever works for your business. WooCommerce’s built-in coupon management handles percentage discounts natively, so you can set this up without any extra extensions.

Here’s a 5-email structure built backward from Black Friday, explaining what each one needs to do.

If you’re using WooCommerce, I recommend MailPoet to help your emails drive more sales. It lets you pull live product suggestions directly from your store catalog into any of these emails, which is especially useful for steps 2 and 4.

Segmenting your email list lets you make offers that speak directly to different types of customers. 

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