Etsy seller Black Friday email: what to send and how to build your list (2026)
If you sell on Etsy, most of your Black Friday traffic comes from Etsy’s own marketplace. An email list of your own gives you a way to reach your customers directly. Here is a plain plan for building one and a template for the day. Black Friday is Friday, November 27, 2026.
Start with the rule about Etsy buyers
Etsy’s seller policies place limits on how you may use buyer information. As a general rule, do not add someone who bought from your Etsy shop to a marketing list unless they agreed to it. Check Etsy’s current policies yourself, since they can change. What you can do is invite people to join your list: with a card in the package, a link in your shop announcement or profile where Etsy allows it, and your own website or social accounts.
Ways to build your own list before November 27
- Put a signup card in every package. Offer something real, such as early access to your Black Friday offer, and give a short web address or QR code.
- Add a signup page. A one-page signup (many email platforms host one for free) gives you a link you can use anywhere.
- Use your social bios. Link the signup page and say what people get.
- Offer a reason to join. Early access, a first look at a new item, or a small bonus on the day. Only promise what you will deliver.
- Ask for consent plainly. Say what you will send and how often. Include an unsubscribe link and your business address in every email.
What to send
A short Etsy-seller run can be three emails: an early-access note (to the signup list), the Black Friday email, and a last-day-to-order reminder that mentions your shipping cutoff. For timing see the 2026 send schedule and last-day-to-ship email template.
The Black Friday email template
Preview text: Handmade, ready to ship by {date}.
Hi {first name},
Thank you for being on our list. Our Black Friday offer starts today: {offer in one plain sentence}.
Everything is made by hand, so quantities are limited on: {product 1}, {product 2} and {product 3}. (Only say this if it is true.)
Order by {date} to have it before {holiday}.
Button: Shop the sale (link to your Etsy shop or your own site)
{your name}, {shop name}
Subject lines for handmade shops
• Black Friday at {shop name}: your first look
• Gifts made by one person (me)
• {First name}, the sale you signed up for is live
• Order by {date} for holiday delivery
• Handmade gifts, {offer}
• A small-batch Black Friday
• Last day to order for {holiday}
Checklist before you schedule
- Is everyone on the list someone who agreed to hear from you?
- Are the dates and shipping cutoff correct?
- Does the link go to the right listing or collection?
- Is the unsubscribe link and your business address in the footer?
For more ready-to-use emails, see the Black Friday email examples and the no-discount Black Friday guide.
Want to see this built from your own products?
Paste your store’s address into our free mockup tool and get a Black Friday email made from your real products (it works best with a Shopify or WooCommerce site; for other stores we can build one by hand). No card needed.
Prefer to skip the writing? We write and design the whole run for your shop, ready to import into Klaviyo, Mailchimp, Omnisend or Shopify Email, in 72 hours.