Sephora Black Friday Email

Sephora took a different route for Black Friday. Instead of offering another “20% off” deal, they gave their VIB and Rouge members a free Benefit Cosmetics gift with a $35 purchase — and used the shopper’s name right in the headline.

Why this works

• Personalization: Seeing your own name grabs instant attention.
• Exclusivity: Only for loyalty members makes it feel VIP-level special.
• Perceived value: A free gift feels more rewarding than a discount.
• Anchored spend: The “free with $35 purchase” ups the cart size naturally.

Real-world parallels

• Starbucks gives birthday drinks to Rewards members, boosting signups.
• Ulta’s Platinum program offers surprise gifts to increase loyalty.
• Amazon Prime uses “exclusive deals” to nudge higher-value purchases.
• Lush often swaps discounts for limited-edition freebies, creating buzz.