Black Friday has become an incredible marketing opportunity for many companies and brands in the United States and Europe. In this sense, to increase the volume of retail and electronic sales, it was strategically decided to create Black Friday, every last Friday of November, as a day of sales and special promotions for a limited time.
If you want to make the most of Black Friday with SMS marketing, we invite you to read this article that we have prepared for you. We will explain how and why to successfully launch an advertising campaign for this sales day by sending bulk SMS.
Why launch SMS campaigns on Black Friday?
Black Friday is essential for creating an intense marketing campaign to promote a brand or business. Among the various marketing strategies, we suggest setting up mass SMS sending to attract the attention of the target audience.
If you still have doubts about the effectiveness and usefulness of Black Friday, we have to tell you that this day of special promotions turned out to be the fourth most important marketing event. Indeed, it accounts for 30% of annual retail sales, especially if the advertising campaign uses SMS, which demonstrates the positive impact of Black Friday on desired results.
Likewise, it is important to consider that the day selected for Black Friday is ideal , since there are no other sales dates in the period before and after. In addition, being a date quite close to Christmas, many potential customers decide to anticipate their Christmas shopping for family and friends, taking advantage of exclusive discounts.
In this context, since the promotions last only 24 hours, the public feels the need to take advantage of the offer without wasting time. The main thing is to communicate to the target audience what the exclusive discounts are. For this, there is no better communication channel than SMS, which offers a 98% open rate and is usually read within the first 5 minutes of sending.
It is therefore not surprising that many companies and stores have decided to implement this communication tool during Black Friday for its incredible profitability, since, compared to Email Marketing, it offers, to those who use it , a return rate 7 times higher.
How to carry out your Black Friday campaign?
As you may have noticed, Black Friday offers endless opportunities to increase the number of products or services sold in your physical store or online. Although its advantages are the numbers, it is essential to launch a strategically prepared and planned SMS marketing campaign.
In this context, in the days leading up to the day of special promotions , the advertising industry easily saturates, as many companies begin to offer exclusive discounts to their customers and potential buyers, mainly using email marketing.
If you want your brand to stand out from the competition, with fast, personalized and direct communication with your target audience, you must aim for a mass SMS campaign by creating an impactful and attractive message. The important thing is to convince the public that your promotion is the best on the market.
Now it is necessary to clarify that in order for the campaign to be successful, it is necessary to create a marketing plan that takes into account certain factors.
Select the best promotions or discounts
To make your campaign live up to expectations, the first thing you need to do is decide which promotions to send . In this context, it is essential to know the customers, their buying behaviors and their interests to segment the database.
This way, you can figure out which products to offer at a discount, what the value of that offer should be, and who to send it to to increase the chances of making the sale. As you may have noticed, the important thing is to analyze your database, segment it and thus increase the number of purchases made.
Write attractive SMS or create a landing page
If you want to send enticing bulk SMS messages that can entice customers to make a purchase, you need to create a personalized text message. In this sense, to generate greater confidence in the recipient, we recommend that the identifier of the sender be identifiable.
Likewise, the content of the message should be tailored to the interests and needs of your customers. In this way, you will be able to contact yourself personally, capture the attention of the potential buyer and finalize the desired sale.
Another very interesting option that you could take advantage of is the creation of a landing page. The goal is to use SMS to redirect users to a landing page by including a link in the text. This technique, which combines SMS marketing with websites, is known in the industry as RCS (Rich Communication Service). What we are looking for is to guarantee a smooth experience, from receiving the offer by SMS to the act of purchase on the landing page.
Either way, creativity is key. Only by personalizing and creating a captivating message that captures the customer's attention can you improve your brand image and increase your sales volume. Don't forget that you can take advantage of Black Friday not only to send coupons, but also to build a quality relationship with your consumers in order to retain them.
Submit your campaign
Before sending the SMS, you need to determine the right time to send it in order to attract the attention of the customer by optimizing your resources . The ideal day and time to start the campaign varies depending on many factors such as the sales area and the type of product promoted.
To give you an example, if you sell food you could send the SMS before lunch, if on the contrary you offer clothes or shoes it is better to focus on the early hours of the morning. In any case, do not forget to send the promotional SMS between 8:00 a.m. and 8:00 p.m. from Monday to Friday, avoiding saturating or tiring the target audience.
From another point of view, Black Friday has the particularity that the SMS Marketing campaign must start the day before, whereas, on the day of the sales, the SMS serves as a reminder. Let's see why.
SMS to present the campaign
The day before the start of Black Friday, you should start your advertising campaign to inform your contact base that the store has prepared a series of interesting promotions. The mass sending of SMS in this phase aims to make buyers aware of the discounts offered, to share useful information and above all to generate expectations.
The public, in fact, will be interested in the promotion and might end up making a purchase that they hadn't planned on making just because they want to take advantage of the limited time offer that only lasts 24 hours.
In addition, some marketing statistics have revealed that from the day before, users begin to search for promotions and determine which discount is the most convenient. In this context, the important thing is to make the difference and stand out from the competition.
If the day before the public needs to be informed about the promotions offered by the store, on Black Friday , you should send an SMS reminder. Indeed, although the customer may have decided to make a purchase in your store the day before to take advantage of an exclusive offer, it may happen that he forgets it afterwards.
To avoid this, you can send an SMS reminding them that products or services are on sale to encourage them to fill the basket and finalize the purchase. This type of sms must be sent early in the morning after 8am.
Measure the results of your campaign
Once the SMS marketing campaign is over, it's time to analyze and measure the results obtained. To do this, you need to use certain metrics also known as KPIs that can help you assess whether you have been able to achieve your predetermined marketing goals.
Some insights you might get from this type of analysis are return on investment rate, by calculating percentage increase in sales, click-through rate and conversion rate (ROI). You will be able to know what worked in your marketing campaign, what element attracted the attention of your database (the message, the language used, the type of promotion, etc.), identify the strengths and weaknesses of your campaign to improve it the following year by making the right adjustments.