Cyber Week 2025 email highlights: what stood out in my inbox
We’re officially out the other side of Cyber Week! That whirlwind from pre-Thanksgiving to Black Friday, Small Business Saturday, Cyber Monday, and Giving Tuesday. After scrolling through the endless flood of emails, I’ve picked the ones that actually stopped me in my tracks. From clever designs to free gifts and different messaging, these are the campaigns that stood out in my inbox this year.
Rare Beauty
Rare Beauty were doing a LOT for BFCM, so they cleverly kicked it off with an email that perfectly set expectations for their multiple offers: 20% off sitewide, a free gift, and daily surprise deals. What really worked was how they laid out all the deals visually before the event, so if you were after a particular product, you knew exactly which day would be best for you to shop.
AO.com
AO.com’s Cyber Week email was full-on 2025 trends: a scrolling GIF, neon banner, and plenty of big buttons. usually, I’m not a fan of multiple buttons, but in this instance, I was totally swayed. Each section was clearly split into different shopping categories, catering to all the ways people like to browse. It felt organised, easy to scan, and visually striking. Perfect for a busy inbox.
Electric Eye Apparel
This small brand caught my eye with an email offering a free personalised t-shirt for orders over £100 instead of the usual discount. I’d had multiple conversations with people over Cyber Week, and a lot of them said free gifts were what really stood out this year because there are just so few of them in a sea of 20–40% off emails. The personal touch from the founder made the email feel authentic and memorable, and the clean, colorful layout made it a joy to scroll through.
Tilly Sveeas
Tilly Sveeas grabbed my attention with the boldest, largest GIF of 2025. A kiss being blown toward a VIP treat headline. The rest of the email was fairly standard, but the movement and clever placement made it impossible to scroll past without noticing the main offer.
Rent the Runway
Rent the Runway took a smart spin on Black Friday, leaning into their USP of renting instead of buying, exactly at a time when we’re all tempted to overspend.
World of Books
World of Books also nailed their messaging this Black Friday by tapping into post-shopping clutter. Their email encouraged shoppers to sell back books they no longer needed, offering 15% extra… perfect timing as we were all drowning in our Black Friday deliveries!
Four Sigmatic
Four Sigmatic’s email landed the night before Cyber Monday and I loved it because it wasn’t just “more Black Friday!” It cleverly extended the Black Friday messaging while smoothly transitioning into Cyber Monday offers. Even better, it sprinkled in subtle Christmas hints, giving a nod to the upcoming season and bridging their campaigns perfectly.
Lazy Oaf
Lazy Oaf’s email could not have been more Christmas if it tried! And it was sent smack in the middle of the bland Black Friday chaos! Timing was perfect, and it ignored the sale frenzy entirely, serving as a true gift guide with beautifully highlighted products.
Never Fully Dressed
Finally, this brand’s Giving Tuesday email was a refreshing contrast to all the consumerism, focusing on impact and collaboration throughout the year. It was thoughtful, well-designed, and a great reminder to pause and reflect.
And that’s a wrap! Cyber Week 2025 gave us a lot to scroll through, but these emails stood out by doing something a little different. Nothing here is big, crazy, or unachievable! It’s the little details that make all the difference. Hopefully, these examples give you ideas for design, copy, and strategy that will help your own emails shine, even in a crowded inbox.
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