What's the secret to holiday emails that actually get opened?

What if there was a better way to write your Black Friday emails?

Researchers at the B.I. Norwegian School of Business discovered something fascinating: Questions outperformed statements by 140%.

While most marketers stick with "Black Friday Sale Inside!" you could be testing a completely different approach.

Think about what happens in your brain when you read these two options:

"Save 50% this weekend."

"How much are you planning to spend on gifts this year?"

You might care about getting half off, you might not.

But with the second one, your brain automatically starts calculating. You can't help yourself.

Most holiday emails ask yes/no questions that give customers an easy out. "Ready for Black Friday deals?" gives them permission to say no.

Smart marketers ask questions that force engagement.

E-commerce owners: "Which family member is hardest to shop for?"

Coaches: "What's the one goal you want to crush before 2026?"

Consultants: "How much revenue are you leaving on the table this Q4?"

Course creators: "What skill would change everything for you in 2026?"

Your customers are already thinking about holiday spending. They're already planning for next year.

Your questions tap directly into those existing thoughts.

Try this in your Thanksgiving gratitude emails. Test it in your Black Friday campaigns. Use it in your Cyber Monday follow-ups.

Each question pulls them deeper into buying mode.

The Norwegian researchers proved it works. Holiday emotions make it even more powerful.

What if your next email started with a question instead of an announcement?

Your customers won't be able to help themselves.