So it’s just an SMS, right? How much of a difference could it actually make in my Black Friday Cyber Monday (BFCM) profits? It could increase your revenue by approximately 30%. Sounds pretty sweet.
How do you make this happen? Alright, so you’ve already got your email marketing strategy planned out. Let’s now incorporate SMS and make it flow nicely and smoothly. The experts we interviewed (Account Managers at Hustler Marketing, of course) told us that SMS marketing is all about creating urgency and sparking quick action from your customers.
Here are the ins and outs of what it takes to get that sale.
Incorporating SMS Into Your Strategy
The best practice is to launch your email campaigns first.
Why? Because email is your stage. It’s where you can stretch out a little, tell a story, show off visuals, stack multiple CTAs, and guide your customer through the full experience of your offer. Think of it as setting the scene: you’ve got the spotlight, the script, and the time to really sell it.
SMS is all about urgency and immediacy. You’ve already done the storytelling in email, so now you just need the mic-drop moment. Try sending your launch email in the morning to set the tone for the day, then follow up with a short, punchy SMS around midday. That little reminder shows up right in their pocket and nudges them to click. Keep it simple: A strong CTA, a clean link, and you’re golden.
It’s All About Timing
Now, when it comes to how often we should be sending SMS, think high impact, low volume.
For example, take a look at this structure one of our experts cooked up:
- Pre-Black Friday SMS (1–2 sends for VIP/Early Birds) → This is where you make your VIPs feel like actual VIPs. A little “psst, you’re getting in before everyone else” never fails. It builds excitement, rewards your most loyal customers, and warms up your list before the big day.
- Black Friday (1 morning launch SMS + 1 evening last call SMS) → The morning launch sets the tone. People wake up to a deal, and that’s prime scroll-and-click time. Then, the evening last call campaign is the closer. It catches the procrastinators, the forgetful ones, or the ones who just need that final nudge before bed.
- Saturday/Sunday (optional, or only for highly engaged subscribers) → By this point, inboxes and phones are full of noise. The trick? Keep it light and strategic. Only send to your most engaged subscribers (like those people who clicked/opened any of your other campaigns in the last 30 days). That way, you’re not spamming, but you are keeping the conversation alive with the ones who are clearly interested.
- Cyber Monday (same as Friday: AM launch + PM last call) → Round two! Cyber Monday deserves the same two-part structure. A morning launch to set the pace, and a last call in the evening to lock in sales and catch customers who haven’t shopped yet.
That’s a total of 4 to 5 carefully segmented SMS across the weekend.
Segmenting Done Right
We need to be cautious with our segmentation, as SMS marketing can be perceived as somewhat intrusive, and we don’t want to scare off your customers.
You can always just send it to your full list. However, the experts at Hustler Marketing mentioned that they tend to keep their SMS segmentation tighter, first sending the offer launch to the whole list and then offering a higher discount to these categories:
- VIP customers and repeat buyers → They already love your brand, so giving them early access or an exclusive discount feels less like “marketing” and more like a thank-you. It builds loyalty, increases repeat purchases, and makes them feel special.
- Highly engaged SMS subscribers (last 30–60 day clickers) → They’ve clicked recently, so they’re ready to make a purchase. Sending them one extra SMS works because they’re less likely to get annoyed and more likely to convert. It’s all about maximizing your effort on the people who are most likely to take action.
Okay, But What Types of SMS Offers Work Best?
The winners are usually short, urgent offers with an exclusive angle.
Think SMS-only perks, like an extra 10% off or a free gift. You can also try the “more time to save” angle, giving SMS subscribers that extra cushion you would typically reserve for your most valued customers. Don’t be afraid of a little drama! Sending one of those “4 hours only” or “last chance to save” SMS does wonders, and these campaigns are guaranteed to boost your sales.
Make Sure to Play By The Rules
When handling SMS compliance during high-volume periods, always double-check that every SMS has an opt-out language (“Reply STOP to opt out” and such). It never hurts to run tests to confirm that the STOP and HELP responses work perfectly.
Clean out your SMS list regularly, but keep a special lookout during November to suppress invalid numbers. This equals high deliverability and helps you avoid useless spending. This isn’t just good housekeeping, since it’s also part of staying compliant. A clean, accurate list means you’re only messaging people who actually want to hear from you, which keeps your brand reputation safe and regulators off your back.
What About Automations During BFCM?
Duplicate your already existing flows, but remove the offers and update them with your BFCM ones.
If it applies, optimize the copy (that’s where copywriters come in!) by using more urgent language. You can also add small images or GIFS that highlight the details of your biggest sale.
Wrapping it Up
To keep it brief, here’s what to do: Keep those lists clean, avoid overwhelming your clients, and be strategic when segmenting. Your SMS should be punchy, short, and straight to the point.
Ready to get that 30%+ revenue? You’ve got this, but of course, you can always have us take care of it.
