Inboxes are about to get louder: on Black Friday 2025, Mailchimp's customers sent 47% more emails than the Friday before.1 Five quick things to do to your emails before 27 November, each with the number behind it.
John SmithFounder, InlightsTick them off as you go.
of Black Friday revenue in Ometria's 2025 data came from automated emails, which were just 2% of the sends.2
Match the welcome email to the ad: if the ad says 30% off, so should the welcome. Then make the order confirmation a thank you, not a receipt.
Keep offers out of order and delivery emails: the ICO counts that as marketing.3
Sources: Ometria; ICO.
US consumers now decide from the summary alone, without opening the email.4 On newer iPhones, Mail's summary can replace your preview text, and it can't read images.5
Put the offer in real text in the first line: what, how much, until when. Then read the summary on a newer iPhone.
Sources: Validity; Knak.
of emails have an image with no alt text, so there's nothing to show when it doesn't load, and nothing for screen readers to read.6
Turn images off and read what's left. Caption each image as you would in a catalogue. “Hero” doesn't count.
Source: Email Markup Consortium.
The iPhone Duo, Apple's first folding iPhone, went on sale on 23 October: 5.4 inches folded, 7.6 open.7 The people buying one have money to spend.
Check your Black Friday email on one in an Apple Store, folded and unfolded: the hero, the text and the button.
Source: Apple.
in unsubscribe rates over Black Friday 2025, on the year before.2 And 22% of US consumers say a snooze would help with holiday email.8
Add a line at the top of your peak emails: “Too many from us? One a week until January.” Let them turn you down, not off.
Sources: Ometria; Validity.
Automated emails are the ones customers set off themselves: signing up, leaving a basket, placing an order. We give them a personalised, animated hero, made for each customer. Zero integration, zero development, zero GDPR.
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Client results are from Inlights' work with Boden and Nature's Menu.