previous icon Back to blog
Nov 13, 2023
4 minutes read

Measuring the effectiveness of SMS for Black Friday

During the Black Friday rush, retailers significantly increase SMS traffic to share exclusive deals, limited-time offers, and early access with customers. In 2022, brands sent 68% more SMS messages on Black Friday. By harnessing the power of this popular communication channel, businesses can reach eager shoppers, boost engagement and drive conversions. Some SMS campaigns have delivered an incredible 2000% return on investment (ROI) during Black Friday. Yet, with increased traffic, retailers must effectively manage and measure SMS campaigns to truly capitalise on the Black Friday weekend.

Emily Jane Brown
Emily Jane Brown,
Senior Marketing Manager

Measuring Black Friday SMS campaigns is crucial for a variety of reasons. Firstly, it allows businesses to assess the effectiveness of their marketing efforts and make data-driven decisions, helping them understand what strategies are working and what needs improvement. Companies can gain valuable insights into their campaign's performance by tracking key metrics such as opens, click-throughs, conversions, and ROI.

Additionally, measuring SMS campaigns helps optimise the allocation of resources and budget, ensuring that marketing budgets are being spent efficiently. This data-driven approach enables businesses to make informed decisions and refine their messaging and targeting strategies for Black Friday and other marketing initiatives, ultimately leading to higher engagement, increased sales, and greater customer satisfaction.

Why use analytics this Black Friday?

Analytics are crucial in optimising SMS Black Friday campaigns for retailers, offering valuable insights into messaging usage and enabling businesses to adapt communication strategies. These analytics tools can comprehensively understand trends, delivery rates, message speed, and usage. This allows for a thorough analysis of campaign effectiveness and how customers perceive the message content. In turn, retailers can streamline and optimise strategies.

For instance, the delivery time and rate are paramount when sharing time-sensitive Black Friday deals and discount codes. Analytics empower companies to understand whether the information reached its intended recipient and whether the content effectively drove engagement and conversion.

messaging analytics platformHow to effectively measure SMS campaigns

1. Define goals

Start by clearly defining objectives for the Black Friday SMS marketing campaign. Goals might include increasing sales, boosting website traffic or growing a subscriber list. Having well-defined goals will help measure effectiveness.

2. Experiment

Test multiple different SMS messages, including variations in content, timing, audience segments and offers, to determine which strategies are more effective in driving conversation. Use this insight to optimise Black Friday campaigns.

3. Track metrics

Continuously monitor and analyse key metrics throughout the campaign to assess the performance of SMS and allow for adaptation when needed:

Delivery rate

Delivery rate provides insights into the successful delivery of messages and the primary reasons for message delivery failures (referred to as 'error mapping').

Delivery speed

Delivery speed represents the average duration for a message to reach the recipient's mobile; this metric holds particular significance for time-sensitive messages such as time-limited discounts.


Track open, click-through, and response rates to gauge overall engagement or even the percentage of subscribers who opted out of SMS marketing after receiving Black Friday messages.

Conversion rate

Conversion rates illustrate the campaigns' success and measure the percentage of SMS recipients who took the desired action, such as purchasing using a promo code or clicking a specific link.


ROI compares the total revenue generated from SMS to the campaign's cost. Other metrics relate to set goals; for example, retailers can track how many new subscribers signed up for SMS marketing due to the Black Friday campaign or how many promo codes were redeemed.

message log platform4. Post-campaign analysis

While continuous measurement enables retailers to optimise campaigns during Black Friday, post-campaign analysis is critical to identifying areas for improvement and making adjustments for future SMS campaigns.

Measure SMS campaigns with

Analysing detailed insights for SMS campaigns enables retailers to track the success of every Black Friday message sent. With’s Messaging Analytics, businesses can access aggregated and detailed insights into SMS communications and real-time trends to adapt mobile strategies directly. Are you interested in measuring the effectiveness of your SMS campaigns for this Black Friday? Contact us today.

Measuring the effectiveness of your SMS campaigns this Black Friday with

Was this article interesting?
Share it!
Emily Jane Brown
Emily Jane Brown,
Senior Marketing Manager
logo linkedin icon

Is the Marketing Manager for the UK and Ireland at and mainly writes about the music and sports industry with a focus on attendee experience.

Latest articles

SMS Appointment Notifications
May 16, 2024 • SMS

Streamline your business to success with SMS notifications

Appointment no-shows, delivery delays, abandoned online shopping carts, late payments - all of the above can be quite the headache for many businesses. SMS notifications offer a solution.

SMS Security
May 16, 2024 • Security

Secure your business with SMS OTPs and alerts

In the current digital era, technological and online advances are rapidly growing, creating new ways for businesses to engage with their customers. Unfortunately, where there is growth, there will be criminals trying to steal some of the profits. Protecting business data, customer information, and online accounts is a priority for every modern business. SMS security can help protect your business and your customers from online fraud and cyber crime.

SMS Security
May 10, 2024 • SMS

Optimise the customer experience with valuable insights and direct live support via SMS

Add SMS to your contact centre and help your agents to connect with your customers on the most reliable channel. Tackle more conversations at a time without losing the important personal touch, and gain valuable insights with streamlined SMS feedback surveys to enhance customer satisfaction rates.

Mar 01, 2024 • SMS

How popular is SMS in 2024 and how does it add value to businesses?

SMS is one of the oldest messaging services, and the rise of instant messaging apps definitely made a dent in SMS traffic. Contrary to the newer apps with their rich features, SMS is quite basic with; plain text messages, no fluff and a character limit of 160. Regardless, SMS is still one of the most impactful communication channels today. Read all about SMS statistics and its continued value for modern business communication.

The Benefits of A2P Messaging
Feb 28, 2024 • SMS

The benefits of A2P Messaging for business

Amid the thicket of technology TLAs with 2 in them (B2B, P2P, 2FA,...) is one of the simplest A2P messaging, or “Application-to-Person”. You may not be familiar with the acronym, but it’s probably touched your life several times in the last week alone. Let’s see why A2P remains relevant as a messaging technology today.

WhatsApp vs Facebook Messenger
Feb 12, 2024 • Instant Messaging

WhatsApp vs Facebook Messenger: Which messaging channel is best for what?

WhatsApp and Facebook Messenger are both established messaging channels for customer engagement, but what are the differences? Lets look at what the advantages are of each channel and which situations call for which channel. Let's dive in.

Feb 09, 2024 • SMS

SMS for e-commerce: Create a successful e-commerce strategy with SMS

Want to grow your business? Then customer contact is key. Now that everybody and everything is connected to each other via these powerful little computers in our hands, the way you communicate with customers is becoming increasingly important for your success. Read all about how you can use SMS to elevate your customer contact, drive sales and create a loyal customer base.

Feb 05, 2024 • WhatsApp

Drive engagement and convert your conversations with WhatsApp Carousel

Are you talking to your customers on WhatsApp? You really should! WhatsApp Business Platform, the business communication platform of one of the most popular messaging channels in the world today, has a wide selection of powerful engagement tools to enhance customer communication and boost sales. And they've added another innovative feature under their belt: WhatsApp Carousel.

WhatsApp vs SMS: A Comparison For Businesses
Jan 19, 2024 • SMS

WhatsApp vs SMS: A comparison for businesses

WhatsApp and SMS are both immensely popular messaging channels. Both have their own unique traits, use cases, and added business value. We can all acknowledge this, but what exactly are the differences between them? What are the similarities? And more importantly, which one will add the most value to your business? In this blog we'll dive into the world of WhatsApp vs SMS and the benefits of both.

Is this region a better fit for you?
close icon