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Expert Answer • 2 min read

Should I use SMS for Black Friday?

I'm exploring marketing channels for my upcoming Black Friday campaign and wondering if SMS could be an effective strategy. My e-commerce business wants to maximize reach, increase conversion rates, and create a sense of urgency during this critical sales period. I've heard SMS can be more direct and personal than email, but I'm unsure about best practices, potential engagement rates, and how to implement an SMS campaign without annoying customers. What are the pros, cons, and strategic considerations for using SMS marketing during Black Friday?
Muhammed Tüfekyapan

Muhammed Tüfekyapan

Founder & CEO

2 min

TL;DR - Quick Answer

SMS can be highly effective for Black Friday, with open rates around 98% compared to email's 20%. Focus on personalized, time-sensitive offers, obtain proper consent, segment your audience, and limit messages to 2-3 during the event to maintain engagement without causing subscriber fatigue.

Complete Expert Analysis

SMS Marketing for Black Friday: Strategic Deep Dive

SMS represents a powerful, direct communication channel with unparalleled engagement potential for e-commerce Black Friday campaigns. Here's a comprehensive strategy to leverage this high-impact marketing approach.

SMS Performance Benchmarks

MetricSMS PerformanceComparative Metric
Open Rate98%Email: 20-25%
Click-Through Rate36%Email: 2-5%
Conversion Rate29%Email: 15%
Average Response Time90 secondsEmail: 6-48 hours

Strategic SMS Campaign Architecture

1. Pre-Event Warm-Up

  • •Send anticipation messages 1-2 weeks before Black Friday
  • •Tease upcoming deals without revealing full details
  • •Encourage subscribers to opt-in for exclusive previews

2. Black Friday Campaign Sequence

  • •Message 1 (Early Morning): Campaign launch, key deals
  • •Message 2 (Midday): Reminder of limited-time offers
  • •Message 3 (Evening): Urgency-driven final call

3. Post-Event Follow-Up

  • •Send order confirmation and shipping updates
  • •Request feedback on shopping experience
  • •Offer Cyber Monday continuation deals

Compliance and Best Practices

Key Regulatory Considerations

  • ✓Explicit Consent: Always obtain clear opt-in permission before sending SMS
  • ✓Easy Opt-Out: Provide simple unsubscribe mechanism in every message
  • ✓Time Restrictions: Avoid sending messages outside 8am-9pm local time
  • ✓Message Frequency: Limit to 2-3 messages during entire Black Friday period

Recommended SMS Platforms

Klaviyo

Advanced segmentation, integrated e-commerce flows

Attentive

Real-time personalization, high deliverability

Postscript

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Muhammed Tüfekyapan

Muhammed Tüfekyapan

Founder & CEO of Growth Suite

With over a decade of experience in e-commerce optimization, Muhammed founded Growth Suite to help Shopify merchants maximize their conversion rates through intelligent behavior tracking and personalized offers. His expertise in growth strategies and conversion optimization has helped thousands of online stores increase their revenue.

E-commerce Expert Shopify Partner Growth Strategist

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