Ron Kinkade
Once a year, shoppers across the nation get ready for an epic day of discounts, deals, and doorbusters. Black Friday is America’s biggest, busiest buying event, and in 2023, people spent nearly $10 billion on online shopping alone throughout the day. This year is shaping up to be just as profitable for retailers. Which means you should remind shoppers of your unbeatable deals with Black Friday text messages.
Black Friday SMS marketing uses text messaging tactics to stir up buzz about your upcoming deals and get more customers in your door.
The Power of Black Friday SMS Marketing
Black Friday (and its digital companion, Cyber Monday) didn’t pop up out of nowhere. They’ve been heavily marketed, proliferated, and popularized over the years by big-name brands and retailers through television, print, and other advertising mediums.
But this is 2024, and only the oldest age demographics spend more time watching TV than browsing their phone or tablet. As such, SMS marketing is the most prominent strategy for advertising your Black Friday deals — not only because it’s heavily used, but also because of its:
High open rates
Thanksgiving can be a busy time of year, but your customers always have a moment for a Black Friday text message. Around 98% of all SMSs are opened — making them the most reliable communication medium when you simply must get your message across.
Immediate reach
It doesn’t matter if you’re celebrating in Albany, Anchorage, San Diego, or San Juan: Text messages sent from anywhere on the planet will reach customers in seconds.
Personal engagement
It’s easy to personalize messages with the recipient’s name, title, and even purchase history to let them know you’re thinking about them a little extra during the holiday season. Over 70% of consumers actually expect brands to deliver such personalization year-round — so don’t save it all for turkey time.
Cost-effectiveness
In comparison to bidding on Meta or Google, buying advertising space on TV, radio or in newspapers, sending out mass text messages is extremely cost-effective. While you get charged per message, SMS marketing has one of the highest ROI: Attentive reported an 181% ROI for their users.
Black Friday SMS Marketing Best Practices
To make sure your customers know all about your Black Friday offers and start lining up around the block before you even open:
1. Segment your audience
Divide your base up by pertinent factors such as purchasing history and geographical area. If, for instance, you’re having a sale on products that a significant portion of your base buys regularly, be sure to let them know about the upcoming discounts. Similarly, if one of your locations is running a particular deal, ensure all your nearby customers know about it.
2. Craft compelling messages
Ensure your messages are clear, concise, and match your brand’s tone. Include a strong Call-to-Action (CTA) imploring your base to purchase whether online or in-store.
3. Personalize messages
As mentioned, most customers expect it — so be sure to include their name, title, and any other relevant personal information.
4. Use MMS messages
Create more engaging messages with pictures, videos or audio. MMS receives three times the engagement of SMS. So if you really want to create an atmosphere of excitement this Black Friday, use images and other media to connect with your base.
5. Time your messages appropriately
Consider your Black Friday sale like an important business meeting and message your base accordingly. You’ll likely want to start creating buzz ahead of time and remind shoppers a day out of the big day.
6. Sync your SMS campaign up with other channels
While SMS is the leading channel for communicating and connecting with your customers, it’s not the only one. Be sure to leverage social media, email, and other mediums where your customers are.
Read more: 8 Expert SMS Marketing Tips
Black Friday Text Message Templates
As noted above, you’ll likely want to message your base multiple times before your sale. The stages of your SMS campaign can be split into:
- Pre-Black Friday Teasers — These sneak peeks build anticipation about your upcoming sale and get customers to mark their calendars.
- Black Friday Reminders — When the day of the sale rolls around, make sure as many shoppers as possible show up with a salient, compelling reminder of your offers.
- Last-Minute Alerts — Let them know that, with only hours left, if they don’t race out to your sale right now, they’re missing out big time!
- Post-Black Friday Follow-Ups — Check in on customer satisfaction to nurture your relationships and boost retention.
Use and customize the following Black Friday SMS templates to make your campaign smooth and successful:
Early Bird Offers
Whether you’re giving your customers a taste of the discounts ahead of time with an early sale or simply getting them warmed up for the big day, it’s important to inform your base of your deals well in advance.
If you’re granting them exclusive access to an early sale, write a message like:
Dear (customer), Black Friday is coming early for you! Follow (link) to join (company's) pre-Black Friday sale starting at (date and time).
And, in the days leading up to Black Friday, build the hype with countdown texts such as:
Hey (customer)! Black Friday is only (X) days away! Don’t forget to come down to (company) early to get your hands on our unbeatable deals!
Sneak Peeks and Teasers
You shouldn’t give away every secret before your doors open on Black Friday, but you should share a few particularly enticing deals to ensure your customers are sufficiently excited to come in.
To give your base a sneak peek into upcoming deals, say:
Hi (customer)! Something big is brewing at (company) this Black Friday! Rumor has it that (product), (product), and (product) will all be deeply discounted!
You can also choose to share some pictures and videos of your team preparing for Black Friday with the caption:
(Company) is almost done setting up for Black Friday! The only thing missing is you (customer). Doors open at (time), so get in early while we’re all stocked up!
Exclusive VIP Offers
Your most loyal customers have earned an extra special treat — so reward them with exclusive deals either before or during your Black Friday sale.
To give them access to early deals, use a message like:
Hey (customer)! You’ve earned access to (company’s) VIP pre-Black Friday sale! Go to (link) at (time) to get in on the action!
To grant exclusive discounts during your Black Friday sale:
Hi (customer), you’ve earned an exclusive discount code for an extra (X%) off during (company’s) Black Friday Sale! Show this code at checkout to redeem: (code).
Limited-Time Promotions
To keep things fresh, you may want to host a series of smaller sales and deals throughout Black Friday rather than throwing one extended selloff.
To inform your customers of flash sales, send a message similar to:
Hello (customer)! All (company’s) (type of product) are (X%) off until (time). Follow (link) to get yours before they’re gone!
To drum up interest throughout the day, you can advertise new deals every hour on the hour with:
Hi (customer)! For the next hour, (company’s) (products) are only (price)! The clock is ticking, so get in before this incredible deal expires!
Finally, if you’re running low on a certain item and want to let everyone know it’s their last chance to grab it:
Hey (customer), (company) only has a few (products) left and they’re going fast! If you want one for our unbeatable Black Friday price, get in now!
Personalized Recommendations
When you have customer data such as purchase history or shopping behavior, it’s simple to suggest the exact products your customers will love.
When suggesting a curated pick to one of your customers, use a text such as:
Hey (customer), we just know you’ll love(product). Plus, it’s on sale this Black Friday! Get yours for an amazing price! (link)
Many companies also choose to give extra discounts to clients with November birthdays via messages like:
Hey (customer)! (Company) heard you have a birthday this November. To celebrate, we’re giving you an extra (X%) off on Black Friday with code (code).
Bundle Deals and Discounts
Encourage your customers to purchase more by packing certain products together at a discounted rate.
To advertise bundle deals, hit your base with a text like:
Hey there (customer), you can save big time when you buy a (product) and (product) together this Black Friday. Cash in on the deal: (link)
Another popular discount strategy is the Buy One, Get One Free (BOGO) model. Offer exclusive BOGO discounts to your SMS subscribers with:
Hi (customer)! (Company's) SMS subscribers get an exclusive Buy One, Get One Free deal on (product) this Black Friday! Get the deal: (link).
Likewise, tiered discount structures where customers save more by spending more are also a strong Black Friday strategy to encourage sales. To let your customers know about your exciting tiered offer, use an SMS such as:
Hey (customer)! Spend ($X) to get (X%) off, ($Y) to get (Y%) off, and ($Z) to get (Z%) off this Black Friday at . Discounts are available in-store only.
Interactive and Engaging Campaigns
Stir your marketing campaign up with a few fun and unconventional deals this Black Friday.
To hit unsuspecting customers with surprise discounts, use a text like:
Hey (customer), you’ve been randomly selected for an extra Black Friday discount. To receive (X%) off, enter (code) at checkout.
In the days leading up to Black Friday, you should tease an exciting mystery deal. Then, when the big event rolls around, reveal it with:
Hey (customer), the wait is over. (Company’s) Black Friday Mystery Deal is a (product) for just (price)! Get in to claim yours while supplies last.
You can also offer further discounts to your subscribers who take the time to participate in polls or quizzes about your business. To offer them the chance to save more, send them a message like:
Hi (customer)! Take (poll/quiz) and receive an extra (X%) off your Black Friday purchase. Go to (link) to get started.
Urgency and Last-minute Deals
As Black Friday winds down, you may want to consider discounting any items you really want to move even further to ensure they’re gone by the end of the day.
To stir up excitement over last-minute deals, hit subscribers with a message like:
Hi there (customer)! There’s only (time) left to get your (product) from (company) for just (price)! Get in soon to take advantage of this Black Friday deal.
If you want to extend a Black Friday deal, inform your base with:
This just in, (customer)! The Black Friday discount on (product) is now on until (new time). Come down before then to take advantage of this sweet deal!
Loyalty Rewards
Another savvy technique to increase interest in your Black Friday sale is offering extra loyalty points and rewards to customers who shop during the event.
To inform subscribers of their chance to score higher loyalty points, say:
Hey (customer), we’re offering (amount extra) loyalty points for every purchase made on Black Friday. Simply shop as normal to claim yours!
And, if you want to offer extra rewards to loyal Black Friday shoppers, use a message like:
Hi (customer)! (Company’s) loyalty members can earn an exclusive reward by shopping on Black Friday. Spend ($X) in-store to qualify for yours.
Optimize Your Black Friday SMS Campaign with Text-Em-All
Black Friday SMS messages hype your base up for the big sale, inform them of available deals, and bolster sales on the big day. Create excitement by messaging your subscribers early, personalizing content and offers, and teasing upcoming deals.