As the Black Friday / Cyber Monday (BFCM) holiday season approaches, businesses are gearing up for Black Friday, one of the biggest retail events of the year. Among the myriad marketing strategies available to eCommerce brands and store retailers, SMS marketing stands out for its immediacy and effectiveness.
This article will guide you through crafting a successful Black Friday SMS marketing campaign to drive engagement and boost sales.
Best Practices for Black Friday SMS Marketing
Whether you’re looking to drive conversions on your Shopify website or increase in-store traffic, SMS marketing pairs great with email marketing and social media marketing to drive BFCM sales. If you missed out on doing Black Friday SMS marketing last year, here are some marketing tips to add text message marketing as a marketing channel for this year.
1. Build and Segment Your Subscriber List
Before diving into your Black Friday SMS campaign, ensure you have a well-maintained and segmented subscriber list. Your list should include customers who have opted in to receive SMS communications. Segmenting your list allows you to tailor messages based on customer preferences, purchase history, and location.
Create Segments: Divide your list into segments such as loyal customers, new subscribers, and past buyers.
Personalize Messages: Use data to send personalized offers and recommendations based on previous interactions.
2. Craft Compelling Messages
Effective SMS marketing relies on concise and engaging messages. For Black Friday, your SMS content should create a sense of urgency and excitement. You should look to offer things like exclusive access to special deals, coupons, sneak peeks at new merchandise, and abandoned cart notifications for eCommerce purchases.
Be Clear and Concise: Keep your messages under 160 characters. Include a strong call-to-action (CTA) like “Shop Now” or “Claim Your Deal.”
Use Urgency and Scarcity: Phrases like “Limited Time Offer” or “While Supplies Last” can encourage immediate action.
Include a Link: Direct recipients to a mobile-optimized landing page or your website for a seamless shopping experience.
3. Timing is Key
Timing plays a crucial role in the success of your Black Friday SMS campaign. Plan your SMS sends to maximize impact. If you’re looking to drive Cyber Monday deals, for example, you might want to notify people a few days in advance, the day before, and the day of about Cyber Monday sales you have going on.
Pre-Black Friday Alerts: Send teaser messages a few days before Black Friday to build anticipation.
Day-of Reminders: On Black Friday, send reminders about your deals and any limited-time offers.
Last-Minute Push: Consider sending a final SMS in the evening to capture last-minute shoppers.
4. Leverage Exclusive Offers
To make your Black Friday SMS campaign stand out, offer exclusive deals that are only available through SMS.
Special Discounts: Provide discounts or special offers that are exclusive to SMS subscribers.
Early Access: Give your SMS subscribers early access to Black Friday deals before they go live to the general public.
5. Optimize for Mobile
Since SMS is a mobile-first channel, ensure your campaign is optimized for mobile devices.
Mobile-Friendly Links: Make sure any links in your SMS lead to mobile-optimized pages.
Clear CTA: Ensure your call-to-action is easy to click and leads to a streamlined checkout process.
6. Monitor and Analyze Performance
After your campaign, analyze the performance of your SMS messages to measure effectiveness and refine future strategies.
Track Metrics: Monitor open rates, click-through rates, and conversion rates to gauge the success of your campaign.
Gather Feedback: Collect feedback from subscribers to understand their experience and improve future campaigns.
7. Compliance and Best Practices
Adhere to SMS marketing regulations and best practices to maintain trust and avoid legal issues.
Opt-In and Opt-Out: Ensure all recipients have opted in to receive SMS messages and provide a clear opt-out or unsubscribe option (such as adding “Reply Stop” to the bottom of your text).
Respect Frequency: Avoid overloading subscribers with too many messages to prevent opt-outs and maintain a positive relationship.
A well-executed Black Friday SMS marketing campaign can drive significant traffic and sales for your business. By building a targeted subscriber list, crafting engaging messages, timing your sends effectively, and offering exclusive deals, you can leverage SMS marketing to make the most of this high-traffic shopping day.
Use SMS in conjunction with email campaigns and more to ensure your marketing messages get seen. Monitor your results, refine your approach, and watch your Black Friday success unfold.
Black Friday Text Message Marketing Campaign Examples
Here are some real-life examples of Black Friday SMS marketing campaigns that have been effective in driving engagement, online sales, and in-store foot traffic on Black Friday, Cyber Monday, and even Christmas:
1. Retail Store Chain
Example Message:
"🎉 Black Friday Starts NOW at [Store Name]! Get 30% OFF STOREWIDE + FREE SHIPPING! Shop now: [Link]. Hurry, offer ends at midnight! 🕛"
Key Features:
Immediate Action: The message creates a sense of urgency with "NOW" and "ends at midnight."
Clear Discount: A clear percentage off is stated, making the offer attractive.
Free Shipping: Adds extra value to the deal.
Link to Shop: Directs customers to a mobile-optimized landing page.
2. Online Fashion Retailer
Example Message:
"👗✨ Black Friday Exclusive! Get 40% OFF ALL CLOTHING with code BF40. Shop early access here: [Link]. Don’t miss out – ends soon!"
Key Features:
Exclusive Offer: Promotes an exclusive discount code.
Early Access: Provides a sense of exclusivity and early access.
Urgency: The phrase “ends soon” encourages immediate action.
Direct Link: Simplifies the shopping process with a direct link.
3. Electronics Store
Example Message:
"🔊 Black Friday Mega Sale! Save BIG on top tech – up to 50% OFF on select items! Shop now: [Link]. Limited quantities available, so act fast! 🚀"
Key Features:
High Savings: Highlights significant discounts.
Limited Quantities: Creates urgency by mentioning limited stock.
Action-Oriented: “Act fast” prompts quick action.
Link Provided: Facilitates easy access to deals.
4. Beauty Brand
Example Message:
"💄✨ Black Friday Blowout! Buy 1 Get 1 FREE on all skincare products! Use code BOGO at checkout. Start shopping here: [Link]. Sale ends tonight!"
Key Features:
BOGO Offer: Attractive buy-one-get-one-free deal.
Code Included: Encourages customers to use a promo code.
Sense of Urgency: “Ends tonight” urges quick action.
Direct Link: Easy navigation to the shopping page.
5. Home Goods Store
Example Message:
"🏠🎁 Black Friday Doorbusters are here! 25% OFF All Furniture + Extra 10% OFF with code FURN10. Shop now: [Link]. Limited time only!"
Key Features:
Doorbusters: Highlights special limited-time offers.
Additional Discount: Offers an extra percentage off with a promo code.
Urgency: “Limited time only” prompts immediate response.
Link Provided: Directs customers to the site.
6. Fitness Brand
Example Message:
"💪 Black Friday Fitness Frenzy! 20% OFF All Gear + Free Shipping with code BF20. Don’t miss out – shop here: [Link]. Ends at midnight!"
Key Features:
Gear Discount: Offers a straightforward percentage discount.
Free Shipping: Adds value to the offer.
Midnight Deadline: Creates urgency to act quickly.
Direct Shopping Link: Facilitates quick access.
7. Subscription Box Service
Example Message:
"📦 Black Friday Special! Get 50% OFF Your First Box + Free Gift! Use code BLACKFRIDAY50. Order now: [Link]. Limited time offer!"
Key Features:
Discount on Subscription: Attracts with a high discount on the first purchase.
Free Gift: Adds extra value to the offer.
Code and Urgency: Encourages quick action with a promo code and a limited-time offer.
Direct Link: Simplifies the purchase process.
These examples illustrate various approaches to SMS marketing for Black Friday, including the use of discounts, urgency, exclusivity, and direct links to shopping pages. Each campaign is designed to capture attention and drive immediate action.
Black Friday SMS Templates
Here are some versatile Black Friday SMS marketing templates that you can adapt to fit your business and audience:
1. General Discount Template
"🚨 Black Friday Alert! Save [X%] OFF on EVERYTHING at [Your Store Name]! Shop now: [Link]. Hurry, this deal ends [Date/Time]! 🕒"
Example:
"🚨 Black Friday Alert! Save 30% OFF on EVERYTHING at BestShop! Shop now: bestshop.com/blackfriday. Hurry, this deal ends at midnight! 🕒"
2. Exclusive Offer Template
"🎁 Black Friday Exclusive! Get [X%] OFF your order with code [Code] at checkout. Shop early access here: [Link]. Limited time only! ⏳"
Example:
"🎁 Black Friday Exclusive! Get 40% OFF your order with code BF40 at checkout. Shop early access here: bestshop.com/blackfriday. Limited time only! ⏳"
3. Flash Sale Template
"🔥 Flash Sale Alert! [X%] OFF select items for the next [X hours]! Use code [Code] at checkout. Shop now: [Link]. Don’t miss out! ⏰"
Example:
"🔥 Flash Sale Alert! 50% OFF select items for the next 3 hours! Use code FLASH50 at checkout. Shop now: bestshop.com/flashsale. Don’t miss out! ⏰"
4. Buy-One-Get-One (BOGO) Template
"🎉 Black Friday BOGO Deal! Buy 1, Get 1 FREE on all [Product Category]! Use code BOGO at checkout. Start shopping: [Link]. Ends tonight! 🌟"
Example:
"🎉 Black Friday BOGO Deal! Buy 1, Get 1 FREE on all skincare products! Use code BOGO at checkout. Start shopping: bestshop.com/bogo. Ends tonight! 🌟"
5. Early Access Template
"🔓 Get Early Access to Black Friday Deals! Enjoy [X%] OFF on your favorite items before anyone else. Shop now: [Link]. Exclusive offer ends [Date/Time]! 🚀"
Example:
"🔓 Get Early Access to Black Friday Deals! Enjoy 25% OFF on your favorite items before anyone else. Shop now: bestshop.com/earlyaccess. Exclusive offer ends at midnight! 🚀"
6. Countdown Template
"⏳ The Countdown is ON! Just [X] hours left to get [X%] OFF everything! Use code [Code] at checkout. Shop now: [Link]. Don’t wait! 🎉"
Example:
"⏳ The Countdown is ON! Just 5 hours left to get 35% OFF everything! Use code COUNT35 at checkout. Shop now: bestshop.com/countdown. Don’t wait! 🎉"
7. Free Shipping Template
"🚚 Black Friday Free Shipping! Enjoy free shipping on all orders today with code FREESHIP. Shop now: [Link]. Limited time offer! 📦"
Example:
"🚚 Black Friday Free Shipping! Enjoy free shipping on all orders today with code FREESHIP. Shop now: bestshop.com/freeshipping. Limited time offer! 📦"
8. Last-Minute Reminder Template
"🚨 Last Chance! Black Friday deals end soon! Get [X%] OFF on everything + [Additional Offer]. Shop now before it’s too late: [Link]. 🕛"
Example:
"🚨 Last Chance! Black Friday deals end soon! Get 30% OFF on everything + free gift with purchase. Shop now before it’s too late: bestshop.com/lastchance. 🕛"
These templates can be customized to fit your brand’s voice and the specific deals you’re offering. Just replace placeholders with your store name, discount details, and links to create engaging and effective Black Friday SMS messages.
How to Budget for Black Friday SMS Marketing
Budgeting for Black Friday SMS marketing involves several factors, including the size of your subscriber list, the cost of the SMS platform, and the scale of your campaign.
Here’s a breakdown of what to consider:
1. Cost of SMS Platform
SMS Service Providers:
Pricing Models: SMS platforms typically charge based on the number of messages sent or per subscriber. Prices can range from $0.005 to $0.05 per SMS.
Platform Fees: Some platforms charge a monthly fee or setup costs in addition to per-message rates.
Example Calculation:
Small List (1,000 subscribers): If the cost is $0.03 per message, sending one message to 1,000 subscribers would cost $30.
Large List (10,000 subscribers): For the same rate, sending one message to 10,000 subscribers would cost $300.
2. Number of Messages
Campaign Structure:
Pre-Black Friday Teasers: Consider sending 1-2 messages leading up to Black Friday.
Day-of Reminders: Send 1-2 messages on Black Friday itself.
Post-Black Friday Follow-ups: Optionally, send 1-2 messages after Black Friday for last-chance deals.
Example Calculation:
Total Messages: For a list of 5,000 subscribers, if you send 4 messages, at $0.03 per SMS, the total cost would be 5,000 x 4 x $0.03 = $600.
3. Creative and Design Costs
Message Creation:
In-House vs. Outsourcing: If you have an in-house team, you might incur minimal additional costs. Outsourcing copywriting and design might cost $200-$500, depending on the complexity and expertise required.
Landing Pages:
Design Costs: If you need to create or update landing pages for your SMS links, consider potential costs. Basic updates might cost $100-$300, while new designs could be more.
4. Testing and Optimization
A/B Testing:
Cost of Testing: Budget for testing different message variations. Some platforms offer A/B testing features, which might be included in the overall cost, or might require an additional fee.
Example Calculation:
Testing Budget: Set aside $100-$200 for testing and optimizing your SMS campaigns.
5. Compliance Costs
Legal and Compliance:
Opt-In/Opt-Out Management: Ensure you comply with regulations like GDPR or TCPA. There might be costs related to managing opt-ins and opt-outs, either through your SMS platform or legal consultation.
Example Calculation:
Compliance Management: Typically included in SMS platform costs, but if additional services are required, budget $50-$100.
6. Total Budget Estimate
Small to Medium Business:
Subscriber List (5,000): $600 for messages + $200 for creative + $100 for testing + $50 for compliance = $950
Large Business:
Subscriber List (20,000): $1,200 for messages + $500 for creative + $200 for testing + $100 for compliance = $2,000
Summary
Overall Budget Range:
Small Business: $500 - $1,000
Medium to Large Business: $1,000 - $2,500+
Adjust your budget based on your specific needs and goals. Factor in your subscriber list size, message frequency, and any additional services or creative costs to get a more accurate estimate.
The Best SMS Marketing Platforms for Black Friday Sales
For Black Friday SMS marketing, you need a platform that offers reliability, scalability, and functionality suited for high-volume campaigns.
Here are some of the best SMS marketing platforms for Black Friday and Cyber Monday:
1. Textla
Key Features:
High Volume Capability: Handles large volumes of messages efficiently, ideal for Black Friday campaigns.
Personalization: Offers advanced personalization options to tailor messages to individual recipients.
Automation: Provides automation tools for scheduling and sending messages.
Analytics: Robust reporting and analytics to track campaign performance.
Keyword Support: Allows the use of keywords for customer interactions and engagement, simply by texting the word to a phone number.
Why It’s Great for Black Friday:
Textla’s ability to manage high volumes of messages and its advanced features for personalization and automation make it a strong choice for Black Friday campaigns.
2. SlickText
Key Features:
Bulk Messaging: Supports high-volume messaging and allows for scheduled sends.
Customizable Campaigns: Offers various templates and customization options.
Automation: Features automated responses and drip campaigns.
Analytics: Provides detailed analytics and performance tracking.
Keyword Opt-In: Allows subscribers to opt in via keywords, making list-building easy.
Why It’s Great for Black Friday:
SlickText’s ease of use and powerful analytics can help you create targeted and effective Black Friday promotions. Its automation features ensure timely delivery of messages.
3. Twilio
Key Features:
Scalability: Handles large-scale SMS campaigns with ease.
API Integration: Offers robust API for integration with other marketing tools and CRM systems.
Global Reach: Supports international SMS, making it ideal for global campaigns.
Analytics: Provides comprehensive analytics and reporting.
Why It’s Great for Black Friday:
Twilio’s scalability and API capabilities make it suitable for businesses that need to integrate SMS marketing with other systems or run large-scale campaigns.
4. TextMagic
Key Features:
Bulk SMS: Allows for sending bulk SMS messages with ease.
Automation: Features automated text messaging and scheduling.
Two-Way Messaging: Supports two-way messaging for customer engagement.
Analytics: Includes detailed reporting and analytics tools.
Why It’s Great for Black Friday:
TextMagic’s bulk messaging and automation features are well-suited for high-volume Black Friday campaigns, helping you manage and execute your promotions effectively.
5. EZ Texting
Key Features:
Easy-to-Use Interface: User-friendly platform with straightforward navigation.
Campaign Management: Provides tools for creating and managing SMS campaigns.
Integration: Integrates with other marketing tools and CRM systems.
Analytics: Offers performance tracking and reporting.
Why It’s Great for Black Friday:
EZ Texting’s intuitive interface and campaign management tools make it easy to set up and execute Black Friday SMS promotions.
6. Attentive
Key Features:
Personalization: Advanced personalization options to tailor messages based on customer behavior.
Automation: Comprehensive automation features for drip campaigns and timely messaging.
Segmentation: Allows for detailed segmentation of your audience for targeted messaging.
Analytics: Detailed analytics and performance tracking.
Why It’s Great for Black Friday:
Attentive’s focus on personalization and automation can help you deliver highly relevant and timely messages to your customers during Black Friday.
These platforms offer a range of features that can help you create effective Black Friday SMS marketing campaigns.
Choose Textla as Your SMS Marketing Platform for BFCM
Make this Black Friday your most successful yet with Textla! Choose Textla for unbeatable SMS marketing performance—reliable delivery, powerful automation, and personalized messages that drive results. Don’t miss out on the chance to elevate your holiday promotions. Get started with Textla today and watch your Black Friday sales soar!
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