Black Friday Playbook 2025: How to succeed with SMS-marketing
Get ready for Black Friday 2025 with SMS
Black Friday and Cyber Monday are not just peak sales moments – they are also among the most competitive days of the year. To stand out, your messaging needs to be sharp, relevant and action oriented.
In 2024, consumers globally spent 241,4 billion USD during the holiday season (November 1st – December 31st), and this year spending is expected to reach new heights. But with thousands of campaigns, ads and notifications competing for attention, cutting through the noise is essential. And that is exactly where SMS delivers.
SMS is fast, direct and highly effective –especially when you want to connect personally and drive immediate action. It is the ideal
channel for activating both loyal customers and new leads during Black Friday and Cyber Monday.
In this Playbook, you will learn how to build a high-impact SMS strategy for BFCM. Backed by years of experience, you will get expert insights, proven tactics and practical examples to help you succeed in the most competitive sales window of the year.
So, grab a coffee, get comfortable – and get ready to make the most of Black Friday 2025.
Learn more:
15 SMS-strategies for BFCM Black Friday-campaign checklist Black Friday / Cyber Monday strategy 2025
Holiday shopping 2024 broke all records
Between November 1 and December 31, 2024, global online sales reached 241 billion USD – an 8.7% increase compared to the previous year.
Mobile shopping took the lead
Throughout the season, mobile purchases reached 132 billion USD, making up 54.5% of total online revenue – up from 51.1% in 2023.
Cyber Week was the biggest shopping week of the year
During Cyber Week alone (November 28 – December 2), consumers spent 41.1 billion USD online – accounting for more than 17% of all holiday season spending in just five days.
Mobile dominated Cyber Week
During Cyber Week, mobile accounted for 56.4% of all online sales – and on Christmas Day, that number climbed to 65%.
Source: Adobe
Why SMS works for Black Friday
Black Friday is not just about great deals – it is about timing, relevance and visibility. And this is where SMS has a distinct advantage.
When you send an SMS, you reach your customer directly – without having to fight for space in crowded inboxes or social media feeds. That makes SMS one of the most effective channels for driving action when customers are ready to buy.
SMS also complements your other digital channels beautifully. When combined with email and social media, SMS adds an extra touchpoint that increases your chances of conversion.
You can use SMS to:
Launch time-sensitive campaigns
Engage VIPs with exclusive offers
Drive traffic to both physical stores and online shops
Recover abandoned carts
Build loyalty after the sale.
And one of the biggest benefits? You own the channel. You are not dependent on algorithms, ad budgets or cookies. Once a customer has opted in, you have a direct line – ready to activate when it matters most. of all Black Friday 2024 traffic in Denmark came from mobile 60 % higher average click-through rate for SMS compared to email 30 % 36 % average CTR for SMS marketing of SMS messages are read – most within minutes 98 %
A high-performing Black Friday campaign does not begin with a discount code – it starts with a solid foundation. That means having your SMS permissions, audience segmentation and technical setup in place.
We will cover all of that in the next sections.
Foundation for success 01
Why building your SMS list matters
SMS is a permission-based channel. That means you can only send messages to people who have actively agreed to hear from you. And that is actually a good thing – because when someone gives you permission, they are already showing interest in your brand.
Your SMS list might be smaller than your email list, but it will almost always be more engaged. And that often shows clearly in the results.
If you have not started building your SMS list yet, this is exactly where your Black Friday prep should begin. The bigger your list, the more customers you can reach directly when your BFCM offers go live.
So, what are you waiting for? Let’s get started.
Trust is everything
SMS is a unique channel. Your message lands directly in the same inbox as texts from friends and family – and that requires trust. The first step to earning that trust is making sure the recipient has actively opted in.
It is not just good practice
Getting permission to send SMS messages is not just a matter of good etiquette – it is a legal requirement. Without proper consent, you risk violating marketing regulations. That can lead to fines, but more importantly, it can damage your brand’s credibility and trust.
Stay compliant
Always follow the current rules for SMS marketing. That means you must have clear, documented permission before sending marketing messages and every SMS must include a simple and visible way to unsubscribe.
Read the Danish marketing legislation here.
How to grow you SMS list
There are many ways to build a strong SMS list. In the next sections, we will walk you through some of the most effective methods.
No matter which approach you choose, the key is to offer something of value in exchange for a phone number – and to be clear about what subscribers are signing up for. Most people do not want “just” promotional messages. But early access, exclusive offers or first-in-line product updates? That is something worth signing up for.
4 ways to collect SMS permissions
Here are four of the most effective ways to start growing your SMS list right now:
Why consumers sign up for SMS?
It’s a brand they love
They’re about to make a purchase and want to get a discount
They want to get messages about their order status
They purchase from the brand frequently
It’s a brand they want to purchase from when there’s a sale
They want early access to sales or new products
They want notifications when specific products are on sale or back in stock
They want reminders about upcoming orders or appointments
It’s a brand they spend a lot of money on
They want to stay up-to-date on the latest news
They want to edit or update their upcoming subscription order without logging in to their account
What increases the likelihood of subscribing to SMS?
Being offered a discount
Being able to ask questions and receive fast responses via text message
Being offered a unique product or experience
Personalized messages
Knowing there’s a person on the other end of the message
Being able to communicate with favorite brands via text message
Being able to edit or update an upcoming subscription order
Being able to repeat purchase via text message (without providing payment info)
Being able to repeat purchase via text message by providing payment
Check-out on your website 1
Checkout is one of the most effective places to collect SMS permissions. Customers are already in buying mode, which makes them far more likely to say yes to SMS.
Add an optional opt-in field during the payment process and make it clear what subscribers will get – for example: “Get exclusive offers and updates via SMS.” Also be transparent about the fact that they can unsubscribe at any time.
This method does not require extra traffic or dedicated campaigns – and it can deliver a steady, ongoing growth of your SMS list.
Use inMobiles shop integration
If you use one of inMobile’s e-commerce integrations – such as Shopify, Prestashop, Magento or WooCommerce – your SMS permissions will be synced automatically to your inMobile account. This includes valuable purchase data like: Total number of orders, Total order value, and Date of last purchase. This data allows you to segment your audience based on actual buying behaviour – and send more relevant and personalised SMS campaigns.
Popups on your website 2
A well-placed popup is one of the most effective ways to grow your SMS list – especially in the lead-up to Black Friday, when visitors are already on the lookout for great deals.
Use a clear, compelling message like: “Sign up to get early access to our Black Friday deals” or “Get 10% off your first order – delivered via SMS”
The more specific and relevant the offer, the better the results
From email to SMS 3
If you already have an email list, you are off to a great start. Many of your email subscribers will also be open to SMS – especially if you offer them something extra in return.
Send a dedicated email campaign with a clear value proposition like: “Get early access to our Black Friday offers – only via SMS.” Make it easy to sign up by explaining exactly what to expect, and reassuring subscribers that they can unsubscribe at any time.
This method works well because you already have a trusted relationship with the recipient – and converting them to SMS often only takes a few clicks.
Social media – organic and paid 4
Your social media channels are excellent tools for growing your SMS list – both through organic content and paid campaigns.
Start by engaging your existing followers. Create a post with a clear call-toaction to join your SMS list – for example, highlighting early access or exclusive discounts. Use eye-catching visuals, and encourage employees to share the post to expand reach.
If you have ad budget available, consider running paid campaigns. Short, targeted ads with a clear incentive perform well and help convert social followers into SMS subscribers. The more specific and relevant the offer, the higher the conversion rate.
Segmenting your audience
Once your SMS list starts growing, the next step is making sure your messages reach the right people. That is where segmentation comes in.
A strong Black Friday strategy is not about sending as many messages as possible – it is about sending the right message to the right person at the right time.
Segmentation allows you to tailor your campaigns based on who your audience is and how they have interacted with your brand. That means your messaging becomes more relevant, better timed – and far more likely to convert.
The more precisely you segment, the more personal and effective your SMS campaigns will be.
Segments that work well for BFCM
The more targeted your Black Friday campaigns are, the better they will perform. Instead of sending the same message to everyone, divide your audience into smaller, more relevant segments based on who they are and how they interact with your brand.
Here are some of the most effective segments to focus on in the days leading up to – and during – Black Friday. Pick the ones that make the most sense for your business and focus your efforts there:
Previous customers: Offer something exclusive to bring them back
New subscribers: Welcome them with a strong first-time offer
VIP segments: Reward your most loyal customers with early access
Inactive contacts: Re-engage them with an irresistible deal
Behaviour-based segments: For example, users who clicked but did not buy
If your webshop tracking and inMobile integration are set up correctly, you can often create highly targeted segments based on things like interests or past purchases.
How to segment your audience
Your segmentation options depend on the type of data you have access to. The more insights you have – about your customers’ behaviour, preferences and purchase history – the more relevant and targeted your SMS campaigns can become.
Commonly used segmentation criteria:
Demographic data
Age, gender or location can help you understand how different groups respond to your messages –and tailor your communication accordingly.
Engagement history
Use campaign data such as clicks, opens or website activity to identify what your contacts are interested in and how engaged they are.
Purchase history
Has the customer shopped with you before? How often? What did they buy? And how much did they spend? This type of data is especially useful for sending highly relevant offers.
Black Friday segments
The more relevant your Black Friday campaigns are, the better they will perform. Instead of blasting the same message to your entire list, break it down into smaller, more meaningful segments – based on who your contacts are and how they have interacted with your brand.
That way, you can reach each customer with the right offer, at the right time, in the right tone. It creates more value for them – and better performance for you.
Below are some of the most effective segments to use in the lead-up to and during Black Friday. Focus on the ones most relevant to your business.
Previous (BFCM) customers
Customers who have purchased from you before are strong candidates for a repeat conversion. You can also re-engage those who shopped during last year’s Black Friday.
Category-based interest
If you know which product categories a custumer is interested in, you can target your messaging based on their preferences.
New subscribers
Just collected a bunch of new SMS permissions for Black Friday? Send a strong welcome message that clearly highlights the value of being on your SMS list.
VIP customers
Identify your most valuable customers - for example, those who buy frequently or place high-value orders. Treat them to exclusive deals and reinforce their loyality.
Inactive contacts
Got a group of inactive subscrivers who have not purchased in a while - or maybe never? Try reactivating them with a time-limited, irresistible offer they cannot ignore.
Setting up SMS automations
Once your SMS list is growing and your segments are defined, it is time to automate parts of your SMS strategy. That is where automations come in.
Automations help you deliver the right message to the right person at exactly the right time – without lifting a finger. Not only does it save you time, it also makes your communication more relevant and more effective, since each message is triggered by real customer behaviour.
This is where your segmentation and technical setup really start to pay off. When you combine good data with well-chosen automations, your SMS campaigns become more precise, more personal and more likely to convert.
BFCM automations
There are countless types of SMS automations – and it can be tempting to try them all. However, we recommend starting with just two or three that align with your strategy and setup. Examples include a welcome message, an abandoned cart reminder, or a post-purchase thank-you.
You do not need to launch everything at once – with the right automations at the right moments, you can make a noticeable impact on your conversion rate.
Keep in mind that some automations require an integration between your webshop and inMobile. This may be necessary to send messages triggered by actions such as purchases or abandoned carts. Use the weeks leading up to Black Week to ensure your integrations are in place and to test your flows, so you know they work exactly as intended.
Bonus tip
Use inMobile’s Cooldown feature to avoid sending too many messages to the same recipient in a short period of time. This improves the customer experience and helps prevent unsubscribes.
Guide: How to use Cooldown for SMS
Welcome message
Welcome new SMS subscribers with an automatic message sent immediately after sign-up – ideally with an offer attached. This creates a positive first interaction and builds excitement for Black Friday.
Abandoned cart reminder
Send an automatic SMS to customers who have left items in their cart without completing the purchase.
A gentle reminder – perhaps with a small incentive such as free shipping – can bring them back and close the sale.
Win-back
Re-engage past customers who have not purchased for a while. A simple message with an attractive offer can bring them back during Black Week.
Post-purchase follow up
Improve the customer experience after purchase – for example, by sharing delivery details or recommending related products.
This builds trust and strengthens loyalty.
Loyalty automation
Reward loyal customers with automated SMS messages based on their purchase history or membership status. This could be triggered after a certain number of purchases or upon joining a loyalty program.
Cross-sell
Follow up on previous purchases by suggesting related products. This is a highly effective way to increase average order value – especially during BFCM when customers are already in buying mode.
Product review / feedback request
After a purchase, you can automatically ask customers for feedback or a product review.
This builds trust and social proof – both during BFCM and throughout the year.
Upsell
Give customers the option to upgrade their purchase with an automated SMS.
Suggest a better version of the product or an enhanced package – especially effective when sent shortly after the original purchase.
Once your permissions, segmentation, and automations are in place, it is time to plan the SMS campaigns you will send during Black Friday and Cyber Monday.
Start your planning early to maximise results. This gives you the time and clarity to get your timing, targeting, and messaging just right – without the last-minute stress.
In the following sections, we will cover:
How to choose the right BFCM campaigns
How to write SMS messages that convert
How to plan your SMS sends before, during, and after Black Week
Ready? Let’s get started.
Selecting your BFCM campaigns
Now it is time to decide which campaigns and offers to focus on during Black Friday – and, just as importantly, who you want to send them to. Think about which segments you have available and how your offers can be tailored to match their interests.
Want more inspiration? Check out 15 effective SMS strategies for BFCM
Do not be afraid to think both creatively and commercially: What can you offer that delivers real value for your customers while also supporting your sales goals?
Examples of classic BFCM campaigns
Flash sales
Time-limited deals lasting 1–24 hours. Perfect for creating urgency and catching impulse buyers.
Last-chance offers
Target customers who have not yet responded to your Black Friday deals and offers.
Loyalty club or points system
Offer points or rewards that can be redeemed on future purchases to drive repeat sales.
Buy more - save more
The bigger the order, the bigger the discount. This encourages higher order values.
VIP offers
Give your most loyal customers first access to the best deals.
Bundling
Combine complementary products (e.g. a winter coat, gloves, hat and scarf) at a single attractive price.
Early bird specials
Reduce website strain and build loyalty by giving early access via a link or code.
Free shipping
Sometimes that final nudge is all it takes to close the sale – especially effective in abandoned cart flows.
Strong content for your SMS campaigns
Once you have chosen the campaigns you will run during BFCM, it is time to craft your SMS copy. Here, the goal is to write messages that are clear, concise, and conversion-focused.
Her are our best-practice principles for SMS.
Be short and to the point
An SMS has limited space. Keep it brief and make sure there is one clear message.
Clear sender ID
Make sure customers instantly know who the message is from – it builds trust.
Clear CTA
Always include a call-to-action like “Shop now”, “Use the discount code”, or “See the offer here”. This helps recipients act quickly.
Personalisation
If your data allows, add personal touches such as the recipient’s first name or a reference to previous purchases. Include an unsubscribe option
Always make it easy to opt out, for example with an unsubscribe link via inMobile.
Create urgency
Time-limited offers work. Phrases like “today only” or “ends at midnight” push customers to act.
Use a trustworthy link shortener
Use inMobile’s link shortener with your domain name to increase click-through rates and trust.
Proofread
Mistakes stand out in short messages. Review your text to improve readability and your overall brand impression.
Bonus tip: SMS characters
One single SMS message can contain a maximum of 160 characters. If your message exceeds 160 characters, it will technically be sent as multiple separate SMS messages – even though it appears as one to the recipient. Be aware of this, as a higher character count can increase the cost of your send-out.
Read more: How many characters can an SMS contain?
Bonus tip: Emojis
Emojis in SMS messages often count as more than one character. This can significantly affect whether your SMS is counted as one or multiple messages – and therefore also impact the cost of your campaign.
Read more: Emojis in SMS: Go or No-Go
Bonus tip: Links
Links in SMS drive traffic – but not all links are equally effective. Links containing your business name can achieve up to 39% higher clickthrough rates than generic links. Use inMobile’s automatic link shortener with your own domain for greater trust and better CTR.
Read more: Link tracking for SMS marketing
Planning your campaigns
When planning your BFCM SMS campaigns, timing is everything. Think about when your audience is most likely to buy – and schedule your sends accordingly.
A good rule of thumb is to plan for at least three key sends.
If you have more campaigns or multiple segments, you can of course increase the number of sends – but make sure every message is relevant and adds value.
Use inMobile’s scheduling features to prepare your messages in advance, so you can focus on monitoring performance and reacting in real time during BFCM.
Bonus tip: Send in batches
95% of all SMS messages are opened within 5 minutes of being received. This means that a large-scale SMS campaign can potentially overload your website’s server.
You can avoid this by sending your message in batches through inMobile.
1
Before Black Friday
Build anticipation and interest. Use teaser messages to warm up your segments, present early access or VIP offers, and make sure customers know exactly when your campaigns begin. The earlier they are aware of your deals, the greater the chance they will shop with you – instead of a competitor.
2
On the day
This is where you activate sales. Send messages featuring your best offers – and remember to coordinate with your other channels. If your customers are spread across different regions, consider time zones and optimal sending times. Avoid over-communication – for example, use inMobile’s Cooldown feature so customers do not receive more messages than they can handle.
3
After Black Friday
Use follow-up messages strategically. Send a thank-you SMS to your best customers, request feedback, invite them to upcoming events, and highlight any offers or campaigns still running. This is your opportunity to start building a long-term relationship – so Black Friday is not just a one-time purchase, but the beginning of ongoing loyalty.
When the dust has settled after Black Friday and Cyber Monday, it is time to evaluate what worked – and what can be improved for next time. Evaluation is the key to creating even stronger campaigns in the future.
Start by reviewing your data: Which campaigns generated the most sales? Which segments responded best? And how did your automations and campaigns perform in practice?
Use your data to identify both highlights and blind spots. The goal is not just to measure performance, but to learn from it.
Measuring success 03
Measuring ROI and ROAS
When assessing the impact of your SMS campaigns, ROI (Return on Investment) and ROAS (Return on Ad Spend) are two valuable metrics. They show whether your campaigns have delivered real value compared to the cost of sending them.
We recommend focusing especially on ROAS – as it is easy to measure and directly links the revenue from your SMS campaign to the cost of sending it.
Imagine you sent a campaign to 10,000 recipients. It cost 3,000 DKK to send the SMS. Through your webshop and tracking, you can see that the campaign generated 40,000 DKK in revenue.
Your ROAS would be calculated as follows:
40.000 DKK / 3.000 DKK = 13,33 DKK
Meaning that for every 1 DKK spent, you earned 13.33 DKK from SMS.
If you want to express ROAS as a percentage, simply multiply by 100:
13,33 * 100 = 1.333 %
It can be helpful to compare ROAS across campaigns and segments to create an internal benchmark for when a campaign has performed above average.
Analysing campaign effectiveness
While ROAS and revenue give you a strong sense of how much your SMS campaigns have earned, you will get a far more complete picture by looking at additional performance parameters.
This helps you gain a more nuanced understanding of your campaigns and how they can be optimised.
By analysing across these metrics, you will get a more complete picture of your campaigns – and a strong foundation for optimisation.
New customers
How many first-time customers did you attract during BFCM? This reflects your campaigns’ ability to generate new leads and convert them.
Returning customers
How many previous customers came back and purchased again? This says a lot about customer loyalty and your ability to maintain relationships.
Customer experience
How did customers experience your communication, delivery, and service? Gathering feedback (for example via SMS) or insights from your support team can provide valuable knowledge.
Conversion rate
How many recipients ended up buying? This is a core metric that shows whether your SMS messages are actually driving action.
Click-through rate (CTR)
How many clicked the links in your SMS campaigns? Use inMobile’s link tracking feature to gain insights here.
Unsubscribe rate
How many opted out of your SMS list? A high unsubscribe rate can be a sign that your messages missed the mark or were sent too frequently.
Delivery rate
Were there any issues with delivery? Investigate whether technical errors, incorrectly formatted phone numbers, or missing permissions prevented messages from reaching recipients.
Get started!
You have now completed your Black Friday Playbook – and hopefully you are filled with ideas and inspiration to plan SMS campaigns that convert.
We have covered:
How to collect SMS permissions.
How to segment your recipients.
Which automations create value in the lead-up to BFCM.
How to plan and write effective campaigns.
How to measure and evaluate your performance.
My hope is that this Playbook will become your go-to reference and trusted companion when planning your SMS activities for Black Friday 2025.
If you need more knowledge, guides, or help with SMS, you are always welcome to visit:
inMobile articles - click here
– with articles on everything from link tracking and customer loyalty to segmentation and webhooks.
Our guide section - click here
– with articles on everything from link tracking and customer loyalty to segmentation and webhooks.
Contact our team - click here – and get expert help with your SMS strategy.
Good luck with your upcoming campaigns – I’m rooting for you!
Julie M. Nielsen Head of marketing & communications inMobile
