The 5-Email Black Friday Sequence Every Romance Author Needs (With Templates)
Here’s something that might surprise you: 23% of authors selling direct don’t even use a Black Friday email sequence.
According to the 2025 Selling Books Direct survey, nearly a quarter of indie authors are leaving money on the table by ignoring their email lists during the biggest shopping weekend of the year.
Meanwhile, authors who use a strategic Black Friday email sequence see significant direct sales from the same holiday weekend.
Same number of books. Same readers. Different approach. Better results.
Here’s the thing: your email list is your secret weapon. Not your social media following. Not your Amazon reviews. Your email list.
These are people who actively chose to hear from you. They found your books interesting enough to give you their email address. And during Black Friday weekend, while everyone else is screaming into the void on social media, you’ll have a direct line to their inbox.
So let me show you the 5-email Black Friday sequence that works for romance authors selling direct.
Why Your Black Friday Email Sequence Beats Social Media Every Time
Quick reality check before we get into the Black Friday email sequence:
Social Media Post:
• Reaches 3-5% of your followers (thanks, algorithms)
• Disappears in 24 hours
• Competes with thousands of other posts
• Can’t always include direct purchase links
Black Friday Email Sequence:
• Reaches 100% of your subscribers
• Stays in their inbox until they read or delete it
• Only competes with their other emails
• Can include direct links to your exclusive store offerings
Plus, a well-planned Black Friday email sequence lets you segment. You can send different messages to people who’ve bought from you before versus new subscribers. You can create VIP early access for your superfans. You can personalize in ways social media never allows.
The Proven 5-Email Black Friday Sequence Framework
This Black Friday email sequence follows a proven framework: build anticipation, reward loyalty, create urgency, and close strong. You can adapt it to your brand, but the structure gives you complete control over your Black Friday strategy.
Here’s the complete Black Friday email sequence:
Email #1: The Teaser (Monday, Nov 17)
Subject Line: Something swoony is coming…
Open Rate Target: 35-40%
Purpose:
Build anticipation without revealing everything. This is the first email in your Black Friday email sequence, so you’re setting the stage.
What to Include:
• Hint at your Black Friday sale without giving specifics
• Mention that email subscribers get first access
• Tease your exclusive offerings
• No hard sell, just excitement building
Sample Copy:
Hey [First Name],
Can you keep a secret?
Next week, I’m opening up my store with some exclusive deals you won’t find anywhere else. We’re talking signed copies, swag bundles, and some series collections that I’m only offering to my email subscribers first.
I’ll be sending you early access details on Wednesday—a full 24 hours before I announce anything on social media. Because you’re here, on my email list, and that makes you a VIP.
Watch your inbox on Wednesday for the details. You won’t want to miss this.
Happy reading,
[Your Name]
This first email in your Black Friday email sequence should feel like you’re sharing insider information with a friend, not blasting a sales announcement.
Email #2: The Early Access (Wednesday, Nov 26)
Subject Line: You’re in! Here’s your early access
Open Rate Target: 40-45%
Purpose:
Give subscribers first pick before Black Friday officially launches. This is the conversion email in your Black Friday email sequence.
What to Include:
• The full details of your sale
• Emphasis on exclusive store offerings
• Clear explanation of why buying direct is better
• Limited quantities if applicable
• Simple, clear CTA to shop
Sample Copy:
[First Name], you’re getting this 24 hours before anyone else.
My Black Friday sale is officially live—but only for my email subscribers. Here’s what’s available in my store (and you can’t get any of this on Amazon):
• Signed Paperback Bundles: Complete series with my signature, exclusive character art cards, and bookmarks ($45, normally $60)
• The Ultimate Fan Bundle: Signed copies plus swag bag plus bonus epilogue ($55, limited to 50 sets)
• Digital-Only Deal: Any ebook $2 off when you buy direct
Every single order comes with a personal thank-you note from me. Because I know you could buy my books on Amazon with two clicks and free shipping. But you’re choosing to support me directly, and that means everything.
Shop the early access sale here: [LINK]
These deals go live to everyone else tomorrow, and some of the limited editions will sell out fast.
Happy reading,
[Your Name]
Email #3: The Main Launch (Friday, Nov 28 – Black Friday Morning)
Subject Line: It’s here! Black Friday deals now live
Open Rate Target: 35-40%
Purpose:
Capture people who didn’t buy during early access plus anyone who needs a reminder. This is your volume email in the Black Friday email sequence.
What to Include:
• Announcement that the sale is now public
• Reminder of what’s exclusive to your store
• Social proof if possible
• Urgency elements (sale ends Monday, limited quantities)
• Optional flash bonuses for Black Friday only
Sample Copy:
Happy Black Friday, [First Name]!
The sale is officially live to everyone now. Here’s what you can only get in my store:
• Signed paperbacks with exclusive swag
• Series bundles you won’t find on Amazon
• Bonus content (that epilogue everyone’s been asking for)
Plus, everything ships with a personal thank-you note from me.
BLACK FRIDAY ONLY BONUS: Orders over $50 get a free tote bag (while supplies last).
[SHOP THE SALE]
Sale ends Monday night at midnight. Limited editions selling fast.
Happy reading,
[Your Name]
This email is shorter and more urgent than the previous ones. People are overwhelmed on Black Friday, so give them the info fast.
Email #4: The Mid-Weekend Check-In (Sunday, Nov 30)
Subject Line: Last 24 hours (plus the Ultimate Fan Bundle is almost gone)
Purpose:
Create urgency for fence-sitters in your Black Friday email sequence.
What to Include:
• Specific scarcity (“Only 8 Ultimate Bundles left”)
• Reminder that the sale ends tomorrow
• Testimonial or social proof if you have it
• Focus on your most popular or most limited offering
Sample Copy:
[First Name], quick heads up:
We’re down to only 8 Ultimate Fan Bundles left, and the sale ends tomorrow night at midnight.
If you’ve been thinking about snagging signed copies with all the exclusive swag, now’s the time.
I’ve loved seeing everyone’s unboxing photos this weekend—you’re all making my romance-author heart so full.
[SHOP BEFORE IT’S GONE]
Tomorrow’s your last chance. After Monday night, these exclusive bundles are gone for good.
Happy reading,
[Your Name]
Email #5: The Final Call (Monday, Dec 1 – Cyber Monday Evening)
Subject Line: 6 hours left (I mean it this time)
Purpose:
Last-chance push for anyone who’s been procrastinating. Most urgent email in your Black Friday email sequence.
What to Include:
• Exact time the sale ends
• What they’ll miss out on if they don’t act
• One last reminder of why buying direct matters
Sample Copy:
[First Name], this is it.
The sale ends tonight at midnight—in exactly 6 hours.
After tonight:
❌ No more signed bundles at sale prices
❌ No more exclusive swag sets
❌ No more bonus epilogues
I don’t run sales like this often, and I won’t have these exclusive editions available again. If you’ve been waiting for the right time to support an author directly instead of feeding the Amazon machine, this is that time.
[SHOP THE FINAL HOURS]
Thank you to everyone who’s already ordered. Your support means I get to keep writing the stories you love.
Last chance. 6 hours.
Happy reading,
[Your Name]
This is your most direct, urgent email. No fluff. Just the facts and a clear CTA.
What Makes This Black Friday Email Sequence Effective
This Black Friday email sequence works because it:
• Gives readers a reason to buy direct (signed copies, exclusive swag, bonus content)
• Creates real scarcity with limited quantities and time-bound offers
• Makes subscribers feel like VIPs through early access and personal touches
• Sends the right number of emails (not too few, not too many)
• Acknowledges that Amazon is easier and then gives readers compelling reasons to choose your store anyway
The key is balancing urgency with genuine value. Your readers need to feel like they’re getting something special they can’t get anywhere else.
Connecting Your Email Marketing to Your Store Platform
Your Black Friday email sequence only works if your email marketing connects seamlessly to your store. Here’s how to set this up on each platform:
Shopify Email Integration
Recommended Email Services:
• Klaviyo (best for advanced automation and segmentation)
• Mailerlite (great for beginners, integrates easily)
• Shopify Email (free for first 10,000 emails/month, built-in)
How to Connect:
Install your email service app from the Shopify App Store. It automatically syncs your customer data, purchase history, and abandoned carts. Set up segments for VIP customers (anyone who’s purchased before) versus new subscribers.
Automation to Set Up:
• Abandoned cart emails (automatically send when someone adds to cart but doesn’t complete purchase)
• Post-purchase emails (“You bought Book 1, get Books 2-3 at 20% off”)
• Win-back emails for subscribers who haven’t opened in 6 months
WooCommerce Email Integration
Recommended Email Services:
• Mailerlite for WooCommerce (free plugin, easy setup)
• Klaviyo (powerful but requires more setup)
• Kit – used to be ConvertKit (good for authors who blog)
How to Connect:
Install the plugin for your chosen email service. Enable WooCommerce email tracking to see who opens and clicks. Create customer segments based on order history (purchased in last 90 days, purchased from specific series, etc.).
Automation to Set Up:
• Abandoned cart emails via plugin (AutomateWoo or similar)
• Follow-up sequences for series readers
• Black Friday VIP early access segment
Payhip Email Integration
The Payhip Challenge:
Payhip doesn’t have direct integrations with most email services, but you can still make your Black Friday email sequence work.
How to Connect:
Use Payhip’s Webhooks feature to send purchase data to your email service provider (requires some technical setup). Or manually export customer emails from Payhip and import to your email platform. Set up purchase confirmations in Payhip’s built-in email system.
Workaround for Black Friday:
Manually segment your VIP customers (anyone who’s purchased before) in your email platform. Tag them as “VIP” so they get early access emails. After Black Friday, export new customer emails from Payhip and add them to your main list.
Etsy Email Integration
The Etsy Challenge:
Etsy doesn’t allow you to export customer emails directly due to their privacy policies. But you can still build your email list for your Black Friday email sequence.
How to Build Your List:
• Add newsletter signup option in your shop announcement
• Include a card in every order with your email list signup link
• Use Etsy’s “Marketing to Past Buyers” feature (this is built-in email to customers)
• Offer exclusive content to email subscribers in your thank-you notes
For Black Friday:
Use Etsy’s built-in marketing tools to email past customers. Run your full Black Friday email sequence through your external email service for people who signed up. Include prominent “Join my VIP list” links in your Etsy shop announcement during Black Friday.
Your Black Friday Email Sequence Checklist
Before You Send Your Black Friday Email Sequence:
✓ Decide on your exclusive offerings
✓ Create bundles that offer better value than Amazon
✓ Connect your email service to your store platform
✓ Write and schedule all 5 emails in advance
✓ Test your links and checkout process
✓ Set up VIP segment for early access
✓ Have swag supplies ready to ship
During the Sale:
✓ Monitor what’s selling
✓ Respond to email questions within 2 hours
✓ Update scarcity numbers in real-time
✓ Share social proof in your emails
After the Sale:
✓ Send thank-you email to everyone who purchased
✓ Ship orders within 3-5 business days
✓ Include personal touch (hand-signed note)
✓ Follow up 2 weeks later
What If You Don’t Have an Email List Yet?
Start building one right now.
Even if you only have 50 subscribers by Black Friday, that’s 50 people you can sell directly to. Here’s how to grow your list fast:
• Add a popup to your website offering a free short story
• Share your signup link in your social media bios
• Include a “Join my VIP list” CTA in the back of your books
• Run a giveaway that requires email signup
• Partner with other authors for newsletter swaps
Look, I won’t sugarcoat it. If you don’t have a list by Black Friday, you’re missing out on this year’s biggest opportunity. But you can start now and be ready for the winter holidays, Valentine’s Day, and next year’s Black Friday.
How Swoonworthy Designs Can Help With Your Black Friday Email Sequence
Your Black Friday email sequence will only work if your store is optimized to convert. Check out our guide on fixing your author store conversion rate to make sure your emails actually drive sales.
And you’ll need great bundles to promote in this Black Friday email sequence. Read our complete guide to creating Black Friday bundles that readers can’t resist.
At Swoonworthy Designs, we help romance authors with the complete Black Friday strategy—from store optimization to email setup to bundle creation. We can handle your email service integration (whether you’re on Shopify, WooCommerce, Payhip, or Etsy), write your email sequences, and make sure everything’s connected properly.
Schedule a Meet Cute call and we’ll talk about your specific platform and how to get your Black Friday email sequence ready
Your email list is waiting. Let’s turn those subscribers into sales with the right Black Friday email sequence.