Black Friday and Cyber Monday, known as BFCM, are usually some of the highest revenue days of the year for retail stores. To stay competitive, retailers need to find a way to stand out from the competition and reach consumers where they spend most of their time… on their mobile devices.
With 90% of text messages opened within three minutes, text messaging is a simple yet highly effective way for retailers to connect directly with customers during the busy holiday shopping season. It’s easy for retailers to create a targeted campaign to attract new customers, especially with holiday-specific deals and gift suggestions. To get started, read on for our tips on how to send successful text messages on Black Friday and Cyber Monday.
The “Why” Behind Our SMS Marketing Tips for Black Friday/Cyber Monday (BFCM)
The holiday season always gets busier every year. And, by early November, shoppers have started preparing for the deals of the season. If you create a marketing strategy that features special holiday sales before Thanksgiving, you’ll find that your revenues will be boosted by a steady stream of business as shoppers start to purchase their holiday gifts earlier and earlier.
According to Forbes, Black Friday and Cyber Monday combined have now surpassed $11 billion in total sales for 2019. While online sales are on the rise, they are still relatively low compared to other sources of sales.
Mobile shopping makes it more important than ever for retailers and ecommerce businesses to invest in customer-focused campaigns like SMS marketing. According to Adobe, in 2019, 58 percent of traffic to online retailers came from smartphones, compared to only 7 percent in 2018. The transition to mobile shopping means it’s more important than ever for retailers and ecommerce businesses to step up their investment in SMS marketing.
3 Types of SMS Marketing Campaigns to Send During BFCM
Mobile shopping, and the use of text messaging to reach customers, has increased in recent years. In fact, Black Friday text message marketing has become the most effective way to reach customers. Here are the top three Black Friday SMS marketing campaigns:
1. BFCM Flash Sales
By nature, a flash sale starts and ends quickly, so you’ll want to send your message to your customers right away. The average open rate for SMS marketing campaigns is 98%, compared to 20% for email marketing campaigns, so sending a text blast to your customer list is sure to drive sales.
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2. Exclusive Offers
With an SMS marketing platform, you can easily segment your subscriber list into groups, enabling you to send more personalized messages based on people’s preferences or shopping habits. You can also generate unique discount codes to see which segments drive sales more than others and adjust for future SMS marketing campaigns.
Hi [First Name]! We appreciate your support, so here’s a special offer for you: 30% off the retail price of any one item, code WERJS-789. This offer expires at 11:59 pm PDT, on Sunday, November 28th, so don’t miss out!
3. MMS Graphics
It’s important to keep marketing text messages short and sweet so you can quickly capture the attention of your audience. You should include easy-to-reference information like your sale information or a unique offer code.
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How to make your best marketing campaign ever!
BFCM SMS is a great way to generate more sales for your business. However, there are certain things you need to plan out to get the most ROI from your campaign.
Have a Clear Plan of How You’re Going to Send the Message Early On
Send your SMS campaigns as early as possible to create excitement for your customers. Use Black Friday and other seasonal promotions to capture as many customers as you can.
You can create a series of text messages that automatically goes out to your customers over a period of time, similar to a drip campaign. With a drip campaign, you can regularly connect with your customers and update them about upcoming sales. Because drip campaigns run in the background without requiring extra attention, you can save time and effort while continuously driving your conversion rate.
Create a Sense of Urgency
Text messaging’s real power is in its ability to quickly convert subscribers into paying customers. Because text messages reach customers right away — rather than buried in an email inbox — subscribers are very likely to open and read your messages as soon as they receive them.
You can improve the rate of your conversions by limiting the duration of discounts offered to your audience. Whether it’s a 24-hour window or an additional BFCM discount after your audience’s previous purchase, restricting the amount of time your audience has to act will push customers to act sooner rather than later.
Boost Loyalty With Exclusive VIP Offers
During Black Friday and Cyber Monday, sales can be used to develop customer loyalty. However, as soon as other holidays arrive, retailers can use these same sales to grow customer loyalty.
To build strong customer relationships, you need to create an opportunity for customers to join your loyalty program. If they consent, you’ll be able to give them a message every time there’s a special sale.
Personalize Your Communications
Text messages are great for contacting your customers quickly and easily, but you should also make sure that the text messages are personalized. Customers are more likely to shop with brands that provide them with personalized offers and recommendations.
Including fields for the subscriber’s name, ZIP code and product preferences in the text message sign-up form makes it easier for you to collect information about subscribers so you can send more personalized communications.
Get Prepared for BFCM With VIPTap
With VIPTap’s easy-to-use SMS messaging platform, retailers can simplify their marketing efforts for Black Friday sales. Our SMS platform includes powerful features like automatic SMS responses, two-way SMS, and automated SMS campaigns.
From scheduling pre- and post-BFCM sales texts to following-up on Customer Service, you can harness the power of text marketing to grow your business.