On Black Friday, your reader might have six tabs open and three courses on their wish list. They know what each one costs and they’re still trying to decide which one they’ll actually purchase.

That’s where your announcement email has work to do because a discount can get someone to look but the rest of the email has to help them picture what happens after they buy and see where the course fits in their life.

Here’s how three course businesses handled those decisions in their Black Friday emails.

1. SpiritDog Training shows buyers what they’ll do on day one

Subject line: ‼️ [Breaking news] Dog training Black Friday BONUSES

SpiritDog offered 80% off its Calm Dog Bundle. The subject line led with the bonuses, and the email gave those bonuses a job. One was a personalized three-month training plan. The other was a course on adapting the training method to your dog’s breed.

The line I’d underline: “We’ll show you exactly what to train each day so you can build real momentum, without the guesswork.”

If your dog barks at guests, pulls on walks, and jumps on everyone who comes through the door, six courses might sound like six more things you have to sort through. The training plan gives you a way into the material. The breed-specific course addresses the next question: Will this work with my dog?

Try it in your announcement. Think of the question students ask just after they enroll.

If it’s “Which module should I start with?”, show them the starting point.

If they ask what to do when their situation differs from the example in lesson one, show them how you’ll help them adapt it. That’s a more concrete promise than “eight bonuses included.”

2. Derek Callan gives three courses a reason to belong together

Subject line: The Black Friday Professional English Essentials Bundle

Derek offered three courses at 50% off to busy B1–B2 English learners. Here’s how he introduced the bundle:

“The bundle is designed for busy B1–B2 professionals who want to communicate more clearly, participate more actively, and feel more confident in real workplace situations.”

Then he names the situations: speaking up in meetings, making small talk at work, and giving presentations. You can skim the email and think of a meeting on your calendar where you’d use what you learn.

There’s a second detail worth borrowing. Before introducing the offer, Derek tells readers he’ll send more emails than usual over the next two days. He gives them a link to skip the promotion and keep receiving his business English tips.

Try it in your announcement. Describe your bundle through moments your buyer already recognizes. If you teach freelance business skills, that might be quoting a project, handling a request for extra work, and following up on an overdue invoice. Give readers enough detail to recognize a problem they had last Tuesday.

3. Piano In 21 Days makes the payment choice easy to find

Subject line: Black Friday is LIVE: biggest PI21D Ultimate discount ever

Jacques Hopkins puts the two ways to enroll near the top of the email. The Ultimate package costs $697 upfront, down from $997, or $69 a month for 12 months, down from $97 a month. Pay in full and he’ll mail you a physical pack with workbooks, flash cards, and other extras.

Here’s the move worth studying. Jacques puts the payment choice before the long list of what’s included. A reader who already knows the course can make sense of the offer right away. A reader who needs more detail can keep going and see the lessons, support, and community that come with it.

One thing I’d add: show the total cost next to the monthly amount. At $69 for 12 months, the plan totals $828. Putting both totals in the email saves the reader a calculation and makes the two options easier to compare.

Try it in your announcement. If you offer installments, put the upfront price, monthly amount, number of payments, and total in one place. If a bonus comes with one payment option, mention it next to that option.

What to write after “Our Black Friday offer is live”

Pick the question your reader is most likely to ask when they see the price.

• “Where would I even start?” Show them their first step.
• “Would I use all of this?” Name the situations the course prepares them for.
• “Can I make the payment work?” Lay out the options and the full cost.

Then put the answer close to the offer. Your reader might only give you a few lines before they open the next email. Give them something they can picture doing with your course in those few lines.

Want help writing the rest of your campaign?

If you’re staring at a blank doc wondering what to send after “our Black Friday sale is live,” I made Black Friday Emails That Don’t Suck for you. Inside, I walk you through real examples and share templates you can adapt to your course, your offer, and the questions your buyers actually ask. Get Black Friday Emails That Don’t Suck

Listen next on Master the Inbox

• Already know what you’re selling? I’ll walk you through what to send after the announcement, including emails that handle objections, share student stories, and explain what changes when the offer ends. Listen to 8 Types of Black Friday Emails for Course Creators
• Still deciding what to put in the offer? Charlotte Sargeant and I talk about what you can learn from sales calls, surveys, and testimonials before you decide what to promote. Listen to Black Friday Tips: A Discount Isn’t Your Best Selling Point