Black Friday Sequence for Subscription Box Owners Email Guide
Why Black Friday Sequence Emails Fail for Subscription Box Owners (And How to Fix Them)
Black Friday is looming, and your inbox is already flooded with competitors' offers. How will your box stand out?
Many subscription box owners send one or two generic emails and hope for the best. They see a small bump in sales, but miss the opportunity to truly connect and convert.
Your audience needs more than a price tag; they need a story, a reason to trust, and a gentle nudge towards commitment. A well-crafted Black Friday sequence isn't just about discounts; it's about building excitement, addressing hesitations, and creating urgency.
It guides potential subscribers through a journey, turning casual browsers into dedicated community members who eagerly await their next box. The templates below are designed to do just that.
They'll help you cut through the noise and secure those valuable new subscriptions.
The Complete 5-Email Black Friday Sequence for Subscription Box Owners
As a subscription box owner, your clients trust your recommendations. This 5-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Early Bird
Tease the sale before it starts
Hi [First Name],
The holiday shopping frenzy is almost here, and we know your inbox is about to explode. But before the chaos begins, we wanted to give you a heads-up.
We've been planning something truly exciting for our community. It's our way of saying thank you for being with us, or for considering joining our family.
We're preparing our biggest offer of the year for [SUBSCRIPTION BOX NAME]. It's designed to bring even more joy and discovery directly to your door, or to the lucky recipient of a gift subscription.
Keep an eye on your inbox later this week. You won't want to miss what we have in store.
Best, [YOUR NAME]
This email uses the "curiosity gap" principle. It hints at a significant event without revealing details, making the recipient eager to open subsequent emails. It also creates a sense of exclusivity ("we wanted to give you a heads-up") which builds connection.
The Reveal
Announce the full Black Friday offer
Hi [First Name],
The wait is over. Our most anticipated offer of the year has officially arrived!
For a limited time, you can get [SPECIFIC OFFER, e.g., your first box for X, or X months free, or X% off annual plan] when you subscribe to [SUBSCRIPTION BOX NAME]. This is the perfect opportunity to treat yourself, or find an unique gift for someone special.
What makes [SUBSCRIPTION BOX NAME] different? Each month, you'll receive [KEY BENEFIT 1, e.g., hand-picked items that spark joy], [KEY BENEFIT 2, e.g., discover new brands you'll love], and [KEY BENEFIT 3, e.g., a moment of self-care delivered to your door].
This offer is only available until [DATE/TIME]. Don't miss out on the chance to experience the magic. [CTA: Get your box now →]
Best, [YOUR NAME]
This email employs the "scarcity and urgency" principle. By clearly stating the offer and its time limit, it prompts immediate action. The bulleted benefits reinforce the value proposition, making the decision easier for the potential subscriber.
The Reminder
Midday reminder for those who missed it
Hi [First Name],
The Black Friday deals are flying, and we wanted to make sure you didn't miss ours. If you haven't had a chance to check out our special offer yet, now's the time.
You can still get [RESTATE OFFER, e.g., your first box for X or X months free] when you join [SUBSCRIPTION BOX NAME]. Imagine the delight of receiving a carefully curated box of [TYPE OF ITEMS, e.g., artisanal snacks, unique beauty products, compelling books] every month.
It's more than just products; it's an experience waiting to unfold. This offer won't last forever.
Secure your spot before the best deals are gone. [CTA: Claim your Black Friday box →]
Best, [YOUR NAME]
This email uses the "mere-exposure effect" and "fear of missing out (FOMO)". By reminding recipients of the offer, it increases familiarity and reduces friction. The subtle suggestion of limited availability encourages those who are on the fence to act before it's too late.
The Extended
Weekend extension for hesitaters
Hi [First Name],
Black Friday was a whirlwind, and we heard from many of you who needed a little more time. So, we've decided to extend our special [DISCOUNT/OFFER] for [SUBSCRIPTION BOX NAME] through the weekend!
You now have until [MONDAY DATE/TIME] to take advantage of this incredible opportunity. This extension is your chance to [BENEFIT, e.g., finally commit to that self-care routine, discover new passions, simplify your gifting].
Don't let the holiday rush prevent you from treating yourself or a loved one. We rarely offer a deal this generous.
Make sure you don't let this second chance slip away. [CTA: Extend your joy here →]
Best, [YOUR NAME]
This email utilizes the "reciprocity principle" (giving more time) and a renewed sense of urgency. By extending the offer, it removes a previous barrier for some, while still emphasizing that this second chance is finite, pushing them towards a decision.
The Final Call
Cyber Monday last chance
Hi [First Name],
This is it. The final hours of our Black Friday / Cyber Monday special are ticking away.
Tonight at [TIME], our incredible offer for [SUBSCRIPTION BOX NAME], [RESTATE OFFER, e.g., your first box for X or X months free], will disappear. This is your absolute last opportunity to join our community at this special price.
Think about the joy of a new box arriving each month, filled with [TYPE OF ITEMS, e.g., delightful surprises, essential goods, curated experiences]. Don't regret missing out on consistent happiness and discovery.
The clock is counting down. Make your decision and secure your subscription before it's too late. [CTA: Don't miss out, Subscribe now! →]
Best, [YOUR NAME]
This email employs extreme "scarcity and loss aversion." The emphasis on "final hours" and "will disappear" activates the fear of missing out and the psychological pain of losing a good deal, compelling immediate action from those who have been procrastinating.
4 Black Friday Sequence Mistakes Subscription Box Owners Make
| Don't Do This | Do This Instead |
|---|---|
✕ Treating Black Friday as just another discount day. | Position your offer as an exclusive opportunity to join a community or experience unique curation. |
✕ Offering only a single, generic discount across all subscription tiers. | Create tiered offers or special bundles that cater to different customer segments, making the choice feel more personalized. |
✕ Neglecting the post-purchase experience during a high-volume sales period. | Have a clear onboarding sequence ready for new subscribers to reinforce their decision and build loyalty from day one. |
✕ Focusing solely on new subscribers and ignoring existing ones. | Offer existing subscribers a special perk, early access, or an exclusive add-on to reward their loyalty and encourage renewal. |
Black Friday Sequence Timing Guide for Subscription Box Owners
When you send matters as much as what you send.
The Early Bird
Tease the sale before it starts
The Reveal
Announce the full Black Friday offer
The Reminder
Midday reminder for those who missed it
The Extended
Weekend extension for hesitaters
The Final Call
Cyber Monday last chance
Start teasing early, peak on Friday, extend through Cyber Monday.
Customize Black Friday Sequence for Your Subscription Box Owner Specialty
Adapt these templates for your specific industry.
Niche Box Owners
- Emphasize the unique, hard-to-find nature of your niche items. Highlight how your box solves a specific problem or passion for a dedicated audience.
- Showcase testimonials from current subscribers who deeply appreciate the niche focus and curation, building trust with like-minded potential customers.
- Consider a limited-edition Black Friday box that caters to an even more specific sub-niche, creating intense desire for a focused group.
Curated Box Owners
- Focus on the story behind the curation. Explain your process for selecting items and the value of professional discovery.
- Highlight the element of surprise and delight. Use evocative language to describe the unboxing experience and the quality of the items.
- Offer a bonus item that exemplifies your curation style, providing a taste of the premium experience without giving away the main surprise.
Replenishment Box Owners
- Stress the convenience and time-saving aspects. Black Friday is busy; remind them how your box simplifies their life.
- Emphasize the consistent quality and reliability of your products. People subscribe for replenishment because they trust the product.
- Offer an incentive for longer-term commitments (e.g., 6 or 12-month plans) to secure recurring revenue and build habit.
Discovery Box Owners
- Play up the excitement of novelty and exploration. Your box is an adventure delivered to their door.
- Showcase a few past "hidden gems" discovered through your box, hinting at the delightful surprises awaiting new subscribers.
- Consider a "mystery bonus" for Black Friday sign-ups, enhancing the discovery aspect and adding an extra layer of intrigue.
Ready to Save Hours?
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