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Oct 09, 2023
4 minutes read

Why SMS remains as essential as ever for Black Friday

One might assume that SMS has lost relevance in an era dominated by popular messaging channels such as WhatsApp and Instagram. However, when it comes to Black Friday, one of the most anticipated shopping events of the year, SMS remains as important as ever. While consumers are bombarded with emails, push notifications, and social media advertisements, the humble SMS message, with its 98% open rate, often cuts through the noise and connects businesses with eager shoppers.

Camilla Holroyd
Camilla Holroyd,
Marketing Campaign Manager

In this blog, we'll explore why SMS remains a vital tool for retailers during the shopping frenzy, how it can help businesses stand out in a crowded marketplace and how companies can still implement it for this year’s Black Friday event.

Why use SMS this Black Friday?

It’s everywhere

Every mobile phone has SMS built-in, so the infrastructure for delivery is already hard-wired into handsets worldwide. With 5.1 billion people worldwide subscribed to mobile services – 67% of the global population – and 111.8 million mobile subscriptions in the UK, SMS is one of the most powerful ways to reach customers.

It’s always on

Around 93% of the UK landmass has outdoor 4G coverage, and 85% has 5G signal outdoors. This area includes nearly all of the premises in the UK, according to Ofcom’s Connected Nations 2023 report. 4G coverage is expected to rise to 95% by the end of 2025. So, chances are customers will have a signal to receive an SMS, no matter where they are in the UK.

It’s effective

SMS Click-Through Rates (CTR) are 9.18% higher compared to other digital channels, and customers are thirty-five times more likely to read it than they are an email. With that, it’s no surprise that in 2022, brands sent 68% more SMS messages on Black Friday, resulting in a remarkable 57% increase in orders. Some campaigns delivered an incredible 2000% ROI during the Black Friday shopping mania.

It’s personal

An overwhelming 80% of consumers want to shop with brands that provide personalised experiences. With SMS, retailers can personalise every message, offering tailored discounts and promotions based on previous shopping experiences - a smart strategy to supercharge Black Friday marketing campaigns.

It’s quick to setup

With CM.com, SMS can be set up and sent in minutes, and it's never been simpler. With just a few quick steps, retailers can send marketing messages, promotions and discounts to their opted-in mobile base. There’s still time to reach customers via SMS this Black Friday.

How to use SMS this Black Friday

Marketing campaigns

Send promotional SMS straight to customers’ mobile phones about Black Friday sales and communicate with them worldwide on the channels they’re familiar with. Czech & Speake, a grooming and aromatics brand, used SMS for a more mobile-focused approach to marketing, increasing international market share and boosting customer retention.

Product recommendations

Use SMS to recommend products in the Black Friday sales based on customer preferences, shopping behaviour and purchase history. Retailers can create a sense of urgency among customers with tailored, time-limited discounts and offers. These campaigns are a powerful tool to direct potential buyers towards online stores, driving increased traffic during this highly anticipated shopping event.

Loyalty programmes

Send personalised SMS to high-value customers with special offers, early access to sales and specialised loyalty programmes. Etam, the French lingerie market leader, sends several million SMS messages monthly to its loyalty program members. As a result, Etam has a higher repeat purchase rate when customers have received an SMS, both in number of visits and turnover.

Abandoned cart recovery

Send reminders to customers who have abandoned their shopping carts, or even when their favourite items are back in stock, with an additional Black Friday discount code or an incentive to complete the purchase. By including a short link to the cart in the SMS, it creates an easy checkout process, a seamless shopping experience and increases ROI.

Order confirmation and updates

Send SMS confirmations when customers place orders and provide updates, such as shipping and delivery notifications with tracking information and estimated delivery times. Takeaway.com (acquired by JustEat), one of Europe’s most popular food delivery services, informs consumers via SMS that the order has been received, removing friction and adding value to the customer experience.

Empower SMS with Campaigns

As Black Friday approaches, remember that the simplicity and effectiveness of SMS make it an indispensable tool for driving traffic, boosting sales, and fostering customer loyalty. With Campaigns via CM.com, retailers can easily send bulk SMS to their customers in a few clicks. Whether promotional messages, product recommendations, loyalty programs, or abandoned cart recovery, Campaigns enables retailers to connect with customers directly, timely and meaningfully.

Businesses can even go beyond regular SMS, add mobile landing pages promoting new arrivals and back-in-stock items using images and videos, and create urgency with limited-time offers and coupons.

With its quick setup via CM.com, there's still ample time to harness the power of SMS and make this Black Friday a resounding success for your business. Do you want to use SMS this Black Friday? Get in touch to speak to an expert today.

Launch your SMS campaign this Black Friday with CM.com

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Camilla Holroyd
Camilla Holroyd,
Marketing Campaign Manager
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As Marketing Campaign Manager for the UK and Ireland, Camilla is responsible for building campaigns for CM.com's Engagement and Connectivity platforms. She is passionate about promoting how technology improves CX and believes it exists to enhance our lives and make us more connected.

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