Why SMS is the Secret Weapon for Black Friday Success

By Emily Airey, Marketing Executive at Force24

Every year, Black Friday unleashes a tidal wave of marketing messages, with an estimated 365 million promotional emails sent in 2024 alone. Email remains the channel customers trust most, but during peak shopping periods inboxes fill up fast, social feeds overflow with ads, and brands fight for a split second of attention. That’s where SMS steps in. 

When used together, email and SMS create a balance between story and action. SMS has become an indispensable tool for brands that need to reach customers at moments that really matter. Its directness and instant delivery, unaffected by office hours or inbox checks, give marketers a clear route to the device people check more than any other: their mobile phone. 

Real-Time Connection in the Moments That Matter

During peak shopping periods, the fight for visibility can be intense. SMS, however, delivers a level of immediacy and reliability that few other channels fight to match. With open rates of up to 98% and most messages read within minutes, it ensures offers are seen almost instantly.  

During an event as competitive as Black Friday, that kind of real-time engagement is invaluable, and the brands that stand out are the ones showing up across more than one channel. Whether that’s a limited-time retail deal or an automated message when the customer is live on your website, the ability to reach decision-makers within seconds can be the difference between a missed opportunity and a conversion. SMS empowers brands to send timely, relevant messages that land precisely when customers or clients are ready to act. 

Driving Conversions in Real Time with Personalisation and Permission-Based Marketing

What makes SMS particularly powerful isn’t just its visibility, but its ability to drive immediate action. A concise message with a clear call to action can prompt a customer to purchase in the moment – whether that’s an early-access code for loyal shoppers, an alert that a favourite item is back in stock, or a reminder to complete checkout. 

Every message goes to someone who has opted in, which means they already trust your brand. Combine that with personalisation and automation, and your communications become genuinely useful rather than intrusive. 

This instant, mobile-first experience aligns perfectly with the fast-paced nature of Black Friday. Customers don’t need to sift through promotional emails or open an app; they can act on a deal within seconds of receiving it. As a result, SMS consistently outperforms traditional digital channels for engagement, click-throughs, and redemption. 

By integrating SMS with e-commerce or CRM systems, marketers can automate messages that reflect individual preferences, purchase history, or browsing behaviour. A reminder about a wishlist item going on sale, a notification about a new travel package, or a thank-you message after a showroom visit gives a sense of personal connection. During a season dominated by mass marketing, that level of relevance stands out and converts. 

A Channel That Complements, Not Competes

A strong Black Friday strategy uses SMS as the connective tissue between email, social, and web experiences. Think about the customer journey: they might receive your early-access sale email in the morning, browse a few products at lunch, then get distracted. A well-timed SMS in the afternoon with a link to your website could be the nudge that brings them back. It’s small moments like these that turn browsers into buyers. 

Used strategically, SMS not only nudges customers from awareness to action but also supports better email deliverability. By balancing messages across channels, brands can reduce email fatigue, protect sender reputation, and keep engagement rates healthy during high-volume periods. It’s not about shouting louder; it’s about showing up in the right place, at the right time. 

When combined with the storytelling power of email and the reach of social media, SMS adds immediacy and impact to the customer journey – transforming engagement into measurable sales. 

Getting It Right

To make SMS truly effective, brands must balance urgency with respect. Messages should be concise and clear, with a single focus and a direct call to action. Timing matters – sending texts during high-attention periods, rather than early mornings or late evenings, helps maintain positive engagement. Transparency is equally important; always provide a clear opt-out option and use language that feels human, not robotic. 

Framing messages as exclusive or limited-time opportunities can also heighten their impact. When customers feel they’re receiving a VIP offer or early access to a deal, they’re more likely to act quickly. 

Yet, whilst SMS shines during the intensity of Black Friday, its value extends well beyond seasonal promotions. Brands that continue using SMS throughout the year – for order updates, loyalty rewards, and customer service – build stronger, more consistent relationships with their audiences. Over time, this ongoing communication fosters trust and retention, transforming one-time buyers into repeat customers. 

Why Multi-Channel Wins on Black Friday

Black Friday rewards efficiency. When automation brings email, SMS, and social together, it helps marketers reach customers at key moments, cut through the noise, and convert attention into action. 

Its immediacy captures attention when it matters most, its personal nature builds trust, and its permission-based foundation ensures engagement that’s both welcome and effective. When used alongside email, social, and web, SMS doesn’t compete – it completes the customer experience. 

For brands aiming to turn seasonal spikes into lasting loyalty, SMS isn’t a nice-to-have; it’s the secret weapon that keeps customers connected long after the Black Friday buzz fades.