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Leverage your Black Friday sales with SMS marketing campaign. Here’s why and how to text messages in the hottest shopping season.
Black Friday is a sure sign that the winter season is approaching. We will open the gifts in the “Last Christmas” rhythm in a few weeks. Use the incoming shopping madness to your advantage and learn how to prepare successful Black Friday marketing campaigns.
What to expect from the Black Friday sale in 2024?
For many, the Black Friday deals may be the only way to get presents this year. Online shopping season starts soon, and customers are already eyeing shops for discounted prices and other savings. After all, with the prices going up, Black Week is an excellent opportunity to make those long-postponed purchases or buy Christmas presents cheaper.
Many stores, even major retailers, will be willing to reduce prices, offer gift vouchers, free shipping or provide other benefits to seal the online sales. Likewise, retail stores and shopping centers will try to lure customers with enticing deals. Successful black friday marketing campaigns often include strategies like offering gift vouchers, free shipping, and other benefits to attract customers.
But even the best Black Friday deals won’t bring purchases if you don’t communicate them properly. Mobile, namely SMS marketing, is here to help you acquire, engage and funnel your customers in retail sales and online shopping. SMS marketing can significantly boost sales during Black Friday by leveraging personalized marketing approaches, exclusive product offerings, and targeted advertising campaigns.
Why is it called Black Friday?
The name was coined in the sixties when tourists visiting Philadelphia caused significant traffic jams and troubles in the local stores. They flocked to the city for the annual football game and shopping after Thanksgiving. Since then, the big day in question has spread across borders. Now, we have Black Week and Black Month all around the world.
When is Black Friday 2024?
This year, Black Friday is on 29 November. Cyber Monday is on 2 December. The end of November and the beginning of December is the most suitable time to reach your potential customers, and what better time than Black Friday? If you have not prepared yourself yet – do it now. Use our tips to create an effective SMS campaign. Developing Black Friday marketing strategies is crucial to maximize sales during this peak shopping period.
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What is the best time to engage your clients with SMS messages?
The research in Poland shows that those willing to receive SMS messages with an offer are 20-29 years old, well-educated, and live in big cities. The most probable scenario is that they will be the most active customers between Black Friday and Cyber Monday and spend more than they used to.
Millennials and Gen Z might find it easy to engage with SMS campaigns since they are almost always online. Don’t get tunnel vision, though. Older cohorts are probably harder to reach, yet their wallets are wealthier. So don’t be late to the Christmas shopping party and prepare the Black Friday SMS templates for the biggest sale of the year!
Do you know your audience?
SMS is considered a highly personal communication channel. Don’t forget that high performance comes with a price: your text messages should always be relevant and personalized! Remember the timing, privacy and, most importantly, offer something extra.
Examples of added value in Black Friday text messages:
- personalized deals,
- free gift,
- free shipping,
- coupon code,
- huge discounts,
- exclusive access to amazing deals.
How to prepare a Black Friday marketing strategy?
Let’s try some evergreen ways to make your Black Friday sales skyrocket. The bits of advice found below are universal, so use them in any communication channel. And remember that synergized media yield the best results during Black Friday weekend and Cyber Monday.
Black Friday marketing efforts should extend beyond SMS to include other channels and unique value propositions, such as year-round gift guides and showcasing artisan qualities to attract customers who prioritize sustainability and personalized shopping experiences. Preparing a Black Friday marketing strategy is crucial to maximize sales and revenue during the holiday season. Here are some tips to help you prepare.
1. Remember the past
To create an outstanding marketing campaign, you should first analyze sales data for the previous year’s November and December. Define the keywords, slogans, content types and products that performed the best. These questions will help build your Black Friday sales strategy around the most valuable resources and fit your clients’ preferences. Analyzing past black friday marketing campaigns can provide valuable insights for this year’s strategy.
A peek into last year’s results will help you greatly, but even insight from other months will be valuable. One thing you should avoid, like a fire, is reusing mobile marketing campaign ideas. Don’t send your clients the same text message with a different year and a new discount coupon. They can scroll up and see your Black Friday SMS messages from previous years.
Take your time and create a stunning copy. After all, you have 160 characters to persuade your clients. And it’s not enough – consider adding a short link. Try using different marketing channels for longer messages. Texts should be fast, concise and on point!
2. SMS marketing nails it!
Marketing before the Black Friday sale may pin your customers down if you prepare it properly. Besides the personalization, attract your recipients with humorous content and a tangible benefit that comes with your text messages.
Let’s face it: 2 or 5% off will not attract many customers to order more than usual. Remember that Black Friday is the year’s biggest sales day, so think bigger! You can’t go wrong with free shipping, promo code, extras or better prices for complementary products for SMS subscribers.
Cialdini’s rule of scarcity
The more limited the good, the more valuable it becomes in a buyer’s mind. Think of luxury cars or collectable editions of products. Their quantity is strictly limited, and thus, their price can be considerably higher. The time when the offer is available can also be a limiting factor that boosts the value of items and services. Something to think of when creating content for your Black Friday sale.
Make yourself clear: in your Black Friday sale SMS campaign, offer the specific product or group of products and make it time-bounded, i.e. offer subject to availability or available only on Friday. The limited choice is a great stimulus to boost engagement and encourage your customers to visit the store or put more into the shopping basket to save the during holiday season.
3. Added value is more than a discount
The day of the fantastic sales does not particularly, or not always, mean lowering the price. Suppose you cannot offer a hefty discount. In that case, you can suggest different yet appealing incentives: a free service trial, a discount code for the future, early access to content or special deals, free shipping or a whitepaper.
Remember, the Black Friday campaign is risky because of the strong competitors. It should be well-planned and very tangible to make your customers use the discount code.
4. Combine Black Friday SMS marketing with other marketing channels
Your Black Friday text campaigns should be a part of a more extensive, coherent omnichannel campaign. You can and should combine channels, e.g., email marketing, SMS, ads, organic and posts on social media platforms. The Black Friday marketing strategy will be invaluable if consistent across all your marketing outlets – the same message but not content, regardless of the channel. Choose one goal and be persistent about reaching it!
Besides SMS (usually read within 5 minutes after the delivery), e-mail marketing is also worth considering. Do not forget the power of social media strategy, AdWords, outdoor and ATL. Communicate the best deals and discounts, but be wary not to antagonize your audience before they get a chance to spend money in your online store.
To ensure the success of your plan, use Google Trends to define the most accurate and popular phrases and keywords. They might be the most practical insight that engages your customers to buy the product during the annual Black Friday sale.
Integrate social media for cross-channel marketing
Integrating social media into your Black Friday marketing strategy is essential for effective cross-channel marketing. Social media platforms are powerful tools for promoting deals, engaging with customers, and driving traffic to your online store.
Create compelling social media content that highlights your Black Friday deals and exclusive offers. Engage with your customers by responding to comments and messages promptly. Use social media advertising to reach a broader audience and drive traffic to your online store. Share user-generated content to create a sense of community and social proof, encouraging more customers to take advantage of your Black Friday deals.
By integrating social media into your Black Friday marketing strategy, you can create a cohesive and effective campaign that not only drives sales but also builds lasting customer loyalty.
5. One step ahead of your customers
The first step is drawing customers to your brick-and-mortar shop or ecommerce businesses. But before they reach checkout with carts full of products, you must ensure their experience is top-notch. There’s no bigger turn-off than a slow or unresponsive landing page. Do everything to lower your website load time before the shopping season starts.
Lastly, remember about customer support. Make sure you have enough staff and that they know precisely how to deal with stressful situations. Do not cut corners with customer service, especially before the Black shopping season.
6. Check your SMS marketing database before the big event
Black Friday 2024 is approaching, but before starting your mobile campaign, take a step back and check if your contact database is up to date. Online retailers and other stores collect leads throughout the year via, e.g., sign-up forms 2Way SMS, yet the big Friday is a time to test their quality. Two simple tricks will make your customer database better and more cost-effective.
Use the HLR lookup system
Firstly, use the HLR system. The home location registry tool allows you to check the validity of phone numbers with the GSM operators. This simple system analyzes given contacts and shows no longer active numbers.
The HLR lookup is available in the SMSAPI customer portal. When you get the report, you need to exclude inactive numbers. What you gain is a cheaper SMS campaign with higher effectiveness. It can save you a lot in the long run, especially if you plan on sending SMS messages regularly.
SMS opt-out is your ally
Secondly, you can ask your audience directly. Send a message asking whether they want to receive your communication. Don’t forget to include an opt-out link and… a good reason to stay! A better price, free shipping, gift vouchers or an exclusive offer should do the trick.
Don’t worry about customers leaving your SMS newsletter, though. Interests, fads and circumstances change, and so should your database. And please don’t keep it bloated with uninterested customers. Let. Them. Go. After all, you don’t want to engage them during the biggest shopping day. You need to communicate with the group most likely to make a purchase – your loyal, converting leads.
Additionally, retaining loyal customers by offering them exclusive deals, rewards, and personalized communications during Black Friday can foster a sense of appreciation and strengthen customer relationships and ultimately encourage repeat purchases.
7. Plan accordingly to your target group’s behaviour
The Black Friday shopping madness starts days before Black Friday itself. Most major retailers are already communicating their amazing discounts and special prices. The sooner you start planning and testing, the better results you can expect. So, how do you not miss the prime day of the sales season?
Go through your personas. Look for the best possible time to communicate with them. Are they finishing their work around 5 PM and going home by public transportation? Or maybe they like to kick back with a mobile and scroll through the evening? It’s your time to engage them!
Time your SMS campaign with Black Friday promotions and be prepared for increased traffic on your website.
Test your text message templates!
But how do you make sure that your predictions are accurate? Test them before the big day! Use the time left to create smaller campaigns and send them to smaller, strictly selected test groups. Measure the effectiveness of links, and find yourself a sweet spot for your SMS marketing.
8. Set your Q4 into phases for a successful campaign
To ensure a successful Black Friday marketing campaign, it’s essential to break down your Q4 into manageable phases. Think of it as a funnel, guiding your efforts from preparation to launch and finally, evaluation. Start by planning meticulously with daily planner apps to keep track of your tasks and deadlines. The preparation phase should focus on gathering customer data, analyzing past performance, and setting clear goals. As you move into the launch phase, execute your Black Friday marketing strategies with precision, ensuring all channels are aligned and ready to go. Finally, in the evaluation phase, analyze the results, gather feedback, and identify areas for improvement. By dividing your Q4 into these phases, you can stay focused and ensure a successful Black Friday marketing campaign.
9. Launch flash deals for limited-time promotions
Flash deals are a powerful tool to create a sense of urgency and drive immediate sales. These limited-time promotions can significantly boost your Black Friday sales by encouraging customers to act quickly. Offer enticing discounts, free shipping, or exclusive bundles for a short period. Promote these flash deals through social media, email marketing, and SMS campaigns to reach a wider audience. The key is to make these offers irresistible and time-sensitive, compelling customers to make a purchase before the deal expires. By strategically launching flash deals, you can create excitement and momentum around your Black Friday sale.
10. Send SMS exclusive offers for loyal customers
Rewarding your loyal customers with exclusive SMS offers is a fantastic way to show appreciation and encourage repeat business. These customers are already familiar with your brand and more likely to make a purchase. Offer them special deals, discounts, or early access to new products via SMS. This not only makes them feel valued but also creates a sense of exclusivity. For instance, you could send a message like, “Thank you for being a loyal customer! Enjoy 20% off your next purchase with code LOYAL20. Valid until midnight!” By creating SMS exclusive offers, you can build a loyal customer base and increase customer retention during the Black Friday period.
11. Create FOMO by sharing last-minute deals for urgency
Creating a sense of urgency is a proven tactic to drive sales, and nothing does this better than last-minute deals. Use social media, email marketing, and SMS to promote these time-sensitive offers and create a sense of FOMO (fear of missing out). Highlight the limited availability and countdown to the end of the promotion to spur customers into action. For example, you could send a message like, “Hurry! Only 2 hours left to get 30% off sitewide. Don’t miss out!” By sharing last-minute deals, you can tap into the urgency and excitement of Black Friday shopping, encouraging customers to make a purchase before the deals expire.
By following these tips, you can prepare a successful Black Friday marketing strategy that drives sales, increases revenue, and builds customer loyalty.
How to measure the effectiveness of an SMS campaign?
You still, hopefully, have some time to test your SMS campaigns before Black Friday 2024. The quickest and most practical way to determine the most effective content, the best time to engage and the most luring incentive is to run a test campaign. Compare different creations and measure them with short links with UTM parameters. Here’s a guide on how to do it. It isn’t hard and costs nothing but your time.
Test SMSAPI
Register at SMSAPI and test SMS messaging for free. We can help you get started.
Preparing for Black Friday
Audit product pages for optimization
Auditing your product pages is a crucial step in gearing up for Black Friday. This process involves meticulously reviewing and optimizing product descriptions, images, and pricing to ensure they are accurate and enticing to potential customers. By doing so, you can significantly enhance the overall shopping experience, boost conversions, and drive sales.
To get started, review your product descriptions for accuracy and completeness. Ensure that each description is detailed and provides all the necessary information a customer might need. Next, check your product images. High-quality images that showcase the product from various angles can make a big difference. Verify that your pricing and discounts are up-to-date and consistent across all channels. Lastly, check for any broken links or technical issues that could disrupt the shopping experience.
By optimizing your product pages, you create a seamless and engaging shopping experience that not only drives sales but also fosters customer loyalty during the Black Friday period.
Create a holiday marketing calendar for planning
Creating a holiday marketing calendar is essential for executing a successful Black Friday marketing strategy. This involves outlining key dates, promotions, and marketing activities to ensure a cohesive and effective campaign.
Start by identifying key dates, including Black Friday, Cyber Monday, and other major shopping events. Plan your promotions and discounts well in advance, including early access deals and exclusive offers. Schedule your marketing activities, such as email campaigns, social media posts, and SMS messages, to ensure a steady stream of communication with your audience. Coordinate with your team members and stakeholders to ensure everyone is on the same page and working towards the same goals.
By creating a holiday marketing calendar, you can stay organized, focused, and prepared for the busy holiday shopping season, ensuring your Black Friday marketing strategy is executed flawlessly.
Prepare your online store for traffic increase
Preparing your online store for a traffic surge is critical to ensure a smooth and seamless shopping experience for your customers. This involves optimizing website performance, ensuring adequate inventory, and streamlining checkout processes.
First, optimize your website performance by ensuring fast loading speeds and minimal downtime. A slow website can frustrate customers and lead to lost sales. Next, ensure you have adequate inventory levels to meet the increased demand and avoid stockouts. Streamline your checkout processes by reducing the number of steps and minimizing friction. Implement a secure payment gateway to protect customer data and build trust.
By preparing your online store for a traffic increase, you can create a positive and engaging shopping experience that drives sales and builds customer loyalty during the Black Friday shopping frenzy.
