Do you like sticking to a set plan or do you prefer to go with the flow? Take your pick in this guide. Filled with tips, content examples and cheeky hints on how to go against the grain.
Disclaimer: There are no rights or wrongs here! This guide will give you confidence in your brand’s approach to SMS marketing, and hopefully inspire some experimentation.
Black Friday vs. Pink Thursday
Tradition: Stick to Black Friday
It’s never too early to start planning. As a champion of tradition, you’re sticking to the tried, tested and traditional Black Friday, carefully building anticipation and following the conventional Black Friday hype calendar. As a planner, you might appreciate a checklist:
🌴 Grow your SMS subscriber list ahead of Black Friday
🧔 Upload, manage & segment your contacts
Use our NEW video guide to uploading contacts from our very own Alannah!
🛒 Choose promotion type & timeline
✍ Prepare your content
📅 Schedule your messages for 29th November
💡 Tip: No doubt your planning is in full swing. For detailed tips along the way, check out our Black Friday Blueprint – from ways to generate leads to crafting your content.
Break the rules: Create your own event
You’re breaking the rules entirely and creating your own event to skip the Black Friday chaos. You’re steering away from the constraints of the calendar with your own plans – from Small Business Saturday to Green November.
💡 Tip: Wanna experiment with your messaging? Try some split testing!
Punctual vs. paradise time
Tradition: Tried-and-tested timeline
Be right on time and plan ahead with a countdown to Black Friday to keep your campaigns on track. A handy formula in the lead-up to Black Friday might look something like this:
7 days before: Build excitement with teasers.
3 days before: Send reminders to build urgency.
On the day: Go all in with your best offers.
A countdown message may look something like this:
💡 Tip: SMS scheduling is your best friend here. Check out our quick video guide on how to schedule in advance. So you can sit back and relax!
Break the rules: Make your own schedule
You could launch a Black Friday (or your own event) event mega early or mega late. You’re full of surprises and come out of nowhere when customers need you the most (way before Black Friday, or after the overwhelming chaos of Black Friday. Where the no-mans-land between November and Christmas lies)
Targeted precision vs. ‘everyone’s invited’
Tradition: Segment your contacts
Segmenting is key to targeting the right customers with the right messages. Traditionalists will carefully divide their audience by past behaviour, purchase history, or engagement level.
Use common segments like VIPs, cart abandoners, and first-time buyers.
Hey VIP! 🎁 Get exclusive early access to our Black Friday sale before everyone else. Starts tomorrow—check it out here: [Link]”
Break the rules: Ask the audience
Rule-breakers may segment lightly or not at all, choosing to send broad messages that are more playful and encourage interaction.
Use open-ended messaging to ask customers directly what they’re interested in. For example:
💡 Tip: Set up a FireText Reply Number, so you can have two-way interactions with customers.
Hey, Sam here from Hikeworld. We don’t do favourites – we love you all! For this week only, bag 20% off all winter equipment. Perfect for you or loved ones (but mostly you). Browse now hikers: [link]
Solid schedule vs. reactive sending
Tradition: Everything is planned ahead
You have a ready-to-go plan, so when Black Friday arrives, you can sit back and let the campaign run smoothly.
Break the rules: Send reactive messages
You have no rigid plan, and can react to real-time events and customer behaviour.
Wow, you guys loved the scarves! They sold out before Black Friday even started 😲 Check out what’s still available: [Link]
💡 Tip: AI tools such as Chat GPT can help you refine last-minute messages, acting as your little content buddy. Our team can also help with content 👋
Clear & concise vs. creative content
Tradition: Confident deals
Simple, direct messaging focused on the offer. No frills, just results.
Black Friday starts NOW! 🎉 30% off everything for the next 24 hours. Don’t miss out: [Link]
Break the rules: Dare to be human
Inject humour or vulnerability. Be human, be different. Treat your customers like humans with a warm and conversational tone. You could try using language like that is soo you / I thought you’d love this…/ I have a feeling you will love this / Pssst!
Use personal experience or humorous anecdotes. For example, “Spoiler: I love these new socks so much, I’ve worn them twice in a row!” This shows off the desirability of the product – and keeps things light and relatable.
💡 Tip: Be curious and see how you can play around with message previews (for customers who have this enabled). Test things out on your own phone and see how they look. This is great for creating intrigue.
Some more ideas & inspiration:
Surprise! We reluctantly hopped on the Black Friday bandwagon because, well, who doesn’t love a good sale? 🎉 Check out our deals—don’t worry, we’ll be back to normal soon! [Link]
Hey, everyone! Feeling a little guilty about diving into Black Friday, but let’s face it—who doesn’t love saving? 😅 Grab our early deals before I hide under my desk! [Link]
💡 Tip: Honesty and vulnerability goes a long way, adding humanity to messages and making them memorable in a phone full of deals.
What do traditionalists & rule-breakers have in common?
They both use FireText! Whatever your approach to Black Friday, our lovely team is ready to support you. The best way for tips on content & tools? Book a call with us.