Winning Black Friday 2024 with SMS and Email Marketing

Black Friday 2024 stands as a monumental event in the global retail calendar. With consumers increasingly favoring online shopping, businesses must harness the power of SMS and email marketing to capture attention, drive sales, and build lasting customer relationships.

Understanding the Global Black Friday

In 2024, global online sales onBlack Friday soared to $74.4 billion, marking a 5% year-over-year increase. Even more telling, 54.47% of purchases were made on mobile devices, confirming what marketers have known for years - mobile-first is no longer optional; it is essential. Consumers are browsing, comparing, and buying from their phones at lightning speed, especially during peak retail moments like Black Friday.

This shift reinforces the importance of SMS and email marketing in your campaign strategy. These channels put your brand directly in the customer’s hand - literally. While email offers space for deeper content, promotions, and visuals, SMS delivers immediacy, simplicity, and sky-high open rates.

Why you should prepare now:

• Competition is higher than ever. Thousands of brands are fighting for attention in a crowded inbox or notification center. Early preparation helps you rise above the noise.

• Consumers plan ahead. A growing number of shoppers decide which deals to follow before Black Friday starts. Engaging them early means getting on their radar while they are still forming preferences.

• Data-driven marketers win. If you start testing your email and SMS flows now, you can refine timing, messaging, and segmentation long before the first discount drops.

The benefits of acting early include:

• Higher open and click rates when consumers are less overwhelmed

• More conversions by building anticipation and trust before launch

• Better insights into what content drives the most engagement

• Stronger alignment across teams, reducing stress and last-minute errors

Black Friday is no longer a one-day sprint - it is a multi-touch, multi-day journey, and SMS and email marketing are your best tools to guide your customers every step of the way.

Crafting a Winning Black Friday Strategy

To stand out during Black Friday 2024, your marketing efforts must be timely, coordinated, and data-driven. Customers are bombarded with deals from every direction—only brands with clear, engaging, and personalized communication will capture their attention. The most successful campaigns are not improvised—they are planned, automated, and delivered across the right channels at the right moments. Below are five essential tactics to help you build a Black Friday strategy that converts interest into revenue.

1. Start Engagement Early to Stay Top of Mind

Most consumers begin planning their Black Friday purchases weeks in advance. In fact, 57% expect to hear from brands at least a month before the big day. Use email to build anticipation and spark early interest - then follow up with SMS reminders as the campaign window approaches. Early engagement ensures your offers are noticed before inboxes overflow.

2. Personalization Drives Performance

One-size-fits-all messaging no longer works. During the Cyber Ten period, automated emails made up just 1.75% of sends but drove nearly 30% of orders. Use customer data to personalize content by behavior, interest, or purchase history. With LINK Mobility’s tools, you can segment audiences and trigger automated journeys across both SMS and email that feel timely and relevant.

3. Use SMS for Urgency and Instant Action

When you need to move fast, SMS delivers. Automated SMS saw a 199% increase during last year’s peak shopping days, thanks to open rates above 98% and quick clicks. It is ideal for last-chance offers, flash deals, and time-limited promotions. Combined with fallback logic, you ensure your message lands even if inboxes are ignored.

4. Make Email Work Harder

Email still leads for detailed content, but you have to earn attention. 61% of consumers prefer email for Black Friday communications - but only when it is compelling. Use engaging subject lines, mobile-friendly design, and countdown timers to drive urgency. With MyLINK MarketingPlatform, you can test variations, schedule sends, and monitor real-time performance.

5. Orchestrate Omnichannel Journeys
Black Friday is not a single message - it is a connected experience. With MyLINK MarketingPlatform, you can automate flows that combine SMS and email into a single, cohesive journey. For example: send a teaser via SMS, deliver full offer details by email, and follow up based on engagement. This approach increases conversion and keeps your brand consistent across every touchpoint.

Sustaining Momentum Post-Black Friday

The shopping frenzy doesn't end on Black Friday. Extend your campaigns through Cyber Monday and the holiday season. Send follow-up emails and SMS messages to re-engage customers, offer exclusive deals, and express gratitude, fostering loyalty and encouraging repeat purchases.