Driving stronger Black Friday sales with dynamic email

Harley-Davidson®, the iconic American motorcycle brand, sought to elevate its Black Friday sales through email marketing. The challenge was multi-faceted: to increase sales beyond the previous year's Black Friday achievements, to introduce and promote new and existing product lines effectively, and to captivate both male and female audiences with a compelling campaign that stood out amid the flood of Black Friday promotions.

The goal was to create a Black Friday email campaign that would captivate our target audience, encourage engagement with the product offerings, and ultimately drive unprecedented sales figures!

The campaign was meticulously designed with this in mind. The hero image and GIF were carefully crafted to align with the Harley-Davidson® brand aesthetic while grabbing attention from the start and highlighting the Black Friday deals. This strategic visual content was complemented by targeted messaging that resonated with the diverse audience, encouraging them to take advantage of the limited-time offers. (Including dynamic content based on gender and AMP-scripted language translations across all 13 EMEA markets.)

The Black Friday email campaign was a great success, propelling Harley-Davidson® to achieve a record number of sales over the 2023 Black Friday period. This campaign not only surpassed the sales figures from the previous year's Black Friday campaigns but also exceeded the sales targets expected for the entire month—all from just one email!