Black Friday SMS marketing: Strategies, templates & best practices for 2025

Do you know we expect a 4.8% growth in global SMS traffic on Black Friday alone, and most brands don’t realize just how powerful a simple text can be? If you’re looking to break through the Black Friday noise, SMS marketing is still your channel for delivering measurable results and real customer connections. 

SMS consistently outshines both email campaigns and paid ads for instant reach and open rates. No other channel can offer 98% delivery. 

That’s why, in this guide, we’ll walk through the smartest Black Friday SMS marketing strategies, proven templates, and top tips to drive sales. Whether you’re scaling for your first major promotion or fine-tuning a seasoned campaign, here’s how to win customers (and keep them coming back) with Infobip’s trusted SMS platform. 

How to prepare your Black Friday SMS campaign 

Before you start writing messages, you need to build a strong foundation. Here’s how to get your Black Friday SMS strategy ready for peak performance. 

Build and grow your subscriber list early 

Black Friday success starts long before November. Start building your SMS subscriber list early, ideally, as soon as back-to-school sales wrap up. Encourage sign-ups at every digital touchpoint: website pop-ups, checkout pages, loyalty program invites, and even post-purchase emails. Always collect explicit consent and set clear expectations. 

Define goals and KPIs for your campaign 

Every successful campaign starts with a clear target. Are you aiming to spark flash sales, boost average order value, recover abandoned carts, or drive app downloads? Outline specific, measurable KPIs like number of redemptions, click-through rates, new sign-ups, or net-new purchases. Segment your goals by customer type (VIPs, new sign-ups, lapsed customers) to tailor your SMS marketing strategies. 

Ensure technical readiness 

Is your SMS platform ready for peak Black Friday traffic? Double-check throughput, delivery rates, and opt-out mechanisms well ahead of time. Partnering with a proven platform like Infobip helps you handle the scale with confidence. With 800+ direct telco connections, Infobip keeps your delivery rates consistently high (even at 80,000+ SMS/sec) and protects your brand with built-in compliance tools, automatic opt-outs, and 24/7 support. 

Personalization and segmentation strategies in Black Friday SMS marketing 

Winning on Black Friday means speaking directly to the right audience at the right time.  

Segment by behavior, purchase history, and location 

One-size-fits-all campaigns fall flat with Black Friday shoppers. The best campaigns speak directly to each customer segment. Use your CRM and purchase data to build segments like: 

• First-time buyers ready for their first deal 
• VIPs who shop every season 
• Lapsed customers ready for a “we’ve missed you” offer 
• Geographic segments with local store/event options 

Infobip seamlessly connects to your existing CRM (like Salesforce, HubSpot, or Dynamics), making it easy to create real-time segments and automate targeting. 

Tailor offers for VIPs, new customers, and lapsed buyers 

Make each offer feel unique. For VIPs, try early access, exclusive bundles, or higher-value discounts. New subscribers might react best to a “welcome to Black Friday” code, while lapsed buyers could respond to a personalized incentive or free shipping. The more specific the offer, the more likely your SMS is opened and acted on. 

Example message ideas:

• VIP: “Hey Sarah, your VIP Black Friday starts NOW. Tap for early access to our biggest deals!” 
• New customer: “Welcome! Here’s an extra 15% off your first Black Friday purchase. Click here before midnight.” 
• Lapsed buyer: “We miss you! Black Friday returns with a deal just for you. Come back and save.” 

Use past Black Friday data to refine targeting 

Look at what worked last year: which segments converted, who clicked but didn’t buy, and what offers resonated. Use this data to fine-tune your 2025 approach. If last year’s evening send time worked best for VIPs, schedule accordingly. If an early teaser boosted new sign-ups, make that a core tactic. 

Black Friday SMS templates and examples for each scenario 

What you say, and how you say it, matters just as much as when you send it. The most effective Black Friday SMS campaigns have a mix of messages to capture attention before, during, and after the rush. Here’s how to cover all your bases: 

Teaser and early access messages 

Get your customers excited with a sneak peek or VIP access before the main sale. Building anticipation means your brand stays top-of-mind when sales go live. 

Flash sales and time-limited offers 

Nothing drives action like a ticking clock. Flash sales and countdowns are proven attention-grabbers. 

Last-chance alerts 

Remind shoppers that the opportunity is closing soon. Creating a sense of urgency taps into FOMO (fear of missing out) and prompts that final rush. 

Cart recovery reminders 

Boost conversions by reminding shoppers about abandoned carts. Personalization is key, so don’t forget to include names or product details when possible. 

Personal thank-you and follow-up 

A simple thank-you after purchase can turn a one-time buyer into a loyal customer.

Timing and frequency: When to send Black Friday SMS campaigns 

Getting timing right is just as important as writing compelling copy. Plan your send times strategically. Here’s how: 

Launch timing: October, November, and event-day strategies 

According to our Shopping Season Survey, 47% of shoppers expect promotions to drop by late October or earlier, and 31% want them in early November. That means the highest-converting brands plan a sequence of SMS that start as early as late October and build momentum through Cyber Monday. 

• Early teasers (late October/early November): Announce upcoming deals, incentivize early sign-ups, and reward loyal customers. 
• Main event (Black Friday through Sunday): Focus on urgent, real-time deals and flash sales. 
• Last-chance reminders (late Sunday/evening): Encourage fence-sitters to act before sales end. 

Best times to send for high engagement 

Timing is everything. Peak engagement windows tend to be: 

• Late mornings (10am–12pm) and late afternoons (4pm–6pm) in your audience’s local time 
• Just before major meal breaks or at the end of workday routines 
• Avoid late-night sends, which can annoy customers and increase opt-outs 

With Infobip, you can easily schedule segmented sends across different time zones or customer preferences, ensuring your message reaches the right people at the perfect moment. 

Avoiding fatigue while keeping urgency 

Turning up the volume might be tempting, but sending too many messages can backfire. Users are more likely to opt-out and complain. Striking the balance is key: 

• Limit to 3–5 well-timed messages per campaign cycle (teaser, launch, reminder, last chance, follow-up) 
• Vary your message content to avoid repetition 
• Always include a clear opt-out in every message 

Compliance and deliverability in Black Friday SMS marketing

To keep your campaigns compliant and your messages delivered, follow these best practices. 

Managing consent and opt-ins correctly 

Black Friday’s urgency doesn’t override compliance; it makes it even more important. Always confirm that subscribers have clearly opted in to receive your SMS offers. Use double opt-in (confirmation reply or link), and don’t be tempted by purchased or unverified lists. Not only does this protect your brand, but it also improves deliverability because engaged audiences are less likely to mark your texts as spam.

Checklist: 

• Collect opt-ins at every touchpoint: checkout, pop-up, loyalty sign-up 
• Use clear opt-in language (what, when, how often you’ll text) 
• Make opting out as simple as replying “STOP” 
• Store consent records for every subscriber 

Infobip automates consent capture and opt-out management, with real-time updates for regulatory changes in 190+ countries. 

Regional regulations 

Depending on your customers’ locations, you’ll need to meet varying legal standards: 

• Europe: GDPR enforces explicit consent and opt-out. 
• USA: TCPA and CTIA require consent, opt-outs, sender transparency, and opt-in records. 
• Other global markets: May require sender registration, template pre-approval, or unique compliance steps. 

Avoiding carrier filters and ensuring high deliverability 

Carriers use filters to block suspicious or bulk messages, especially around Black Friday’s crush. Avoid common delivery pitfalls: 

• Send from registered sender IDs or short codes, not generic numbers 
• Avoid spammy language, emoji overload, and excessive links 
• Use Infobip’s built-in URL shortener (not public ones like Bitly, which carriers may flag) 
• Test campaigns in advance and monitor delivery reports for warning signs 

Infobip’s direct carrier connections and proven smart routing help clients achieve a 98%+ deliverability/open rate, even on the busiest days. 

Measuring and optimizing performance of Black Friday SMS campaigns 

The best marketers treat SMS as a living, evolving channel. Measure, test, and refine in real time to make every send more impactful. 

Key metrics to track: open, CTR, conversions, ROI 

The best campaigns aren’t just set-and-forget, they’re measured, analyzed, and improved in real time. Watch the following KPIs to gauge your Black Friday SMS impact: 

• Open rate: Percentage of delivered messages opened. With a 98%+ open rate typical for SMS, low numbers may signal delivery or timing issues. 
• Click-through rate (CTR): How many recipients tapped your link. This shows engagement and offer relevance. 
• Conversion rate: The number of recipients who made a purchase or took the desired action. True ROI of your SMS campaign starts here.
• Opt-out rate: How many unsubscribed. If this spikes, check your frequency, targeting, or message content. 

Infobip’s analytics dashboard provides real-time views of these metrics for every campaign, down to the segment and message level. 

A/B testing your SMS campaigns 

Not sure what message, offer, or send time works best? Run A/B (split) tests: 

• Test different copy, CTAs, or limited-time deals 
• Compare morning vs afternoon sends 
• Try various personalization tags (first name, last product purchased, etc.) 
• Even small tweaks can unlock serious gains. Use the insights to refine not just your Black Friday approach but all future SMS campaigns. 

Using insights to improve next year’s strategy 

Each Black Friday is packed with data. Export engagement results, build heatmaps of best-performing send times, and tag your top customer segments. Revisit your campaign analytics after the surge settles and update your best-practice playbook for the 2026 shopping season. 

Beyond Black Friday: Post-sale follow-ups 

Black Friday isn’t the finish line. Extend the momentum into Cyber Monday and beyond. 

Cyber Monday and extended holiday sales 

Black Friday doesn’t end at midnight. Savvy brands use SMS to roll momentum straight into Cyber Monday and the rest of the shopping season. Send thank-you texts with exclusive early-bird access to your Cyber Monday deals, or time-limited follow-ups for slow-moving inventory. 

Loyalty and retention campaigns through SMS 

Turning Black Friday buyers into long-term fans is all about meaningful follow-ups. Encourage customers to join your loyalty program, redeem a reward, or refer a friend. Quick surveys or satisfaction checks show you care and can provide valuable feedback for future campaigns. 

Feedback surveys and nurturing repeat buyers via SMS 

A simple post-purchase survey makes customers feel seen and offers insights to improve your service. 

• Send an SMS asking about their shopping experience, delivery, or customer service. 
• Incentivize survey participation with a discount or giveaway entry. 

Case studies: Black Friday SMS marketing done right 

See how brands across the globe drive impact with Infobip’s SMS platform: 

Key takeaways and next steps 

Black Friday is your biggest SMS opportunity of the year, if you plan, personalize, and execute with precision. Here’s your quick-hit checklist to maximize campaign results in 2025: 

How Infobip helps you deliver (and scale) your Black Friday SMS marketing 

• Direct carrier connections in 190+ countries, so every message gets through, even under peak load 
• Proven 97–98%+ delivery and open rates for retail, eCommerce, financial, and service leaders 
• One platform for SMS, email, push, Viber, WhatsApp, and more, plus 36+ ready-to-use CRM and marketing integrations for easy launch 
• Advanced automation, analytics, and compliance tools built in, no extra work required 
• 24/7 global support, with expertise in every region 

FAQs