Read our guide to Black Friday lead generation<\/a> for some awesome inspiration and ideas on how to do this – including QR codes on in-store posters, and pop-up forms on your website.<\/p>\n\n\n\nDivide your data pots<\/h4>\n\n\n\n Data pot division – what is that?! By separating contacts into different categories, you can create more relevant SMS content per group. If the message is relevant to your different pots of people, they\u2019re more likely to engage. Here’s some data pot inspiration and how messages will change depending on who you’re talking to:<\/p>\n\n\n\n
Loyal customers<\/strong>: <\/strong>‘Thanks for staying loyal \ud83d\ude4c Here’s your exclusive early-bird access to our Black Friday sale:’<\/em><\/p>\n\n\n\nCustomers who haven\u2019t purchased since last November<\/strong>: ‘Hey you, Lou from Cords here. It’s been a while. Pick up from your last Black Friday purchase with us & treat yourself to 24% off all products here:’<\/em><\/p>\n\n\n\nNew leads (not yet purchased)<\/strong>: ‘Hey, it\u2019s Lou from Cords. Thanks for signing up to SMS – stay tuned for the best Black Friday deals coming soon (next week!) \ud83d\udc40’<\/em><\/p>\n\n\n\nCart abandonments<\/strong>: ‘Hey, it\u2019s Lou from Cords. You were so close to bagging your Black Friday bargain. We think it would suit you sooo much, that we\u2019ve added free delivery to your basket:<\/em>‘<\/p>\n\n\n\nChoose your promotion type<\/h4>\n\n\n\n What’s your goal?<\/strong><\/p>\n\n\n\nA great promotion strategy revolves around a clear goal. ‘Increasing sales’ can be a bit vague, so why not make it super simple. Here’s some example goals:<\/p>\n\n\n\n
\nMake 500 sales<\/li>\n\n\n\n Generate 200 extra SMS leads<\/li>\n\n\n\n Get 350 VIP member sign-ups<\/li>\n<\/ul>\n\n\n\nHigh performing promotion strategies are led by clear goals. For example, offer a discount to people who sign up for SMS to achieve your sales goal, while generating extra leads. This is a great way to be able to contact them in the future, and to encourage purchasing. <\/p>\n\n\n\n
What will your offer be?<\/strong>\n24% off everything (a random number makes it memorable)<\/li>\n\n\n\n A free gift with your purchase<\/li>\n\n\n\n Minimum spend rewards (e.g. spend \u00a360, get 20% off)<\/li>\n\n\n\n Free delivery on all orders over Black Friday period<\/li>\n<\/ul>\n\n\n\nTop tip:<\/strong> Launch your offer early to avoid overwhelming your audience. Tease your offers as early as October to get them engaged and manage their expectations.<\/strong> <\/p>\n\n\n\nWhen will your offer begin & end?<\/strong>With so much noise surrounding Black Friday, the drip-feed approach – of gently trickling multiple messages to your recipients over time – is a good way to provide multiple touchpoints. Block out time to review and adapt your communication plan as you analyse the behaviour of your recipients. For example: <\/p>\n\n\n\n
If they purchase, <\/strong>they receive a follow-up message one week later to say thanks & that the deal has now extended so they can purchase other products. <\/p>\n\n\n\nIf they don’t purchase,<\/strong> they receive a message reminder a week later to say that the offer has extended and it’s the last chance to bag a bargain. <\/p>\n\n\n\nEvery journey will be different depending on the action each consumer takes, so have an agile plan and adapt with consumer behaviour in order to work around them and encourage a purchase. <\/p>\n\n\n\n
Top tip:<\/strong> If you’re promoting a quick purchase – like clothing – it’s easier to plan shorter promo timelines and send last-minute campaigns. However, if it’s a purchase that requires more thinking time – such as a car or pricey device – it’s best to pre-warn of the offer super early, and keep it going for a longer period of time (possibly weeks).<\/p>\n\n\n\n Step 2: Prepare your content & tease your offers<\/h2>\n\n\n\n Around October time, customers are in discovery mode. They’re starting to look forward to Black Friday and the festive season. With many on the lookout for potential items they may want to buy, it’s a good time to hype things up in the lead-up to launching your offer.<\/p>\n\n\n\n
Prepare your Black Friday content<\/h4>\n\n\n\n At this point, you know what you\u2019re promoting, to who and when. Now it’s time to draft the content for your SMS campaigns. Keep the messages clear, simple and targeted to your different audience pots.<\/p>\n\n\n\n
The key to any good Black Friday messages includes: <\/p>\n\n\n\n
A clear introduction: <\/strong>Something as simple as \u2018Hey, it\u2019s Meg from Cords<\/em>\u2018 makes it feel personal. <\/p>\n\n\n\nAdd context:<\/strong> Who are you sending your message to? How can you personalise your message to them? For example, \u2018As a VIP, you get early-bird access to our most fashionable Black Friday sale yet<\/em> \ud83d\ude4c\u2019<\/p>\n\n\n\nInclude a clear time limit:<\/strong> Add a little bit of urgency to encourage purchases. For example, \u2018Don\u2019t walk, run to your new wardrobe \u2013 your exclusive sale ends tomorrow at 11pm!\u2019<\/em><\/p>\n\n\n\nUse emojis if effective: <\/strong>An emoji can transform the way a sentence looks, making your message extra fun and friendly. Just let us know if you’d like to include emojis and we can \u2728 enable \u2728 them. <\/p>\n\n\n\nInclude a clear call to action:<\/strong> A clear, accessible call to action is vital. Use action-based words, such as \u2018call us\u2019, \u2018check it out\u2019 or \u2018click here\u2019. For links, use FireText’s track URL feature. We can help you create a branded version of this to help increase click-through rates. This tool transforms your link into something like below \ud83d\udc47<\/p>\n\n\n\n<\/div>\n\n\n\n
<\/div>\n\n\n\n
Provide an opt-out: <\/strong>Include an opt-out in your message to give your audience the chance to back out of communications with you if it\u2019s not the right time. This means going forwards, you\u2019re only engaging with those who want to be engaged with. <\/p>\n\n\n\nThe most common opt-out retailers use is an opt-out landing page. We can create a personalised URL for you to include in your messages, like the example below \ud83d\udc47<\/p>\n\n\n\n
<\/div>\n\n\n\n
<\/div>\n\n\n\n
Top tip:<\/strong> Always send a test message to yourself so that you can see what your audience will see. It allows you to make any last-minute tweaks. <\/p>\n\n\n\nTease your offers<\/h4>\n\n\n\n Let your audience know waaaaay in advance of the offers coming their way. Trust us, they\u2019ll appreciate the heads up! Plus, teasing your non-exclusive offers on places like social media or in-store will help you grow your SMS contact list for the long term.<\/p>\n\n\n\n
<\/div>\n\n\n\n
Step 3: Kick-start Black Friday<\/h2>\n\n\n\n Come November, consumers are in full research mode. What deals might they expect this month? Which brands are likely to be offering big deals? And what makes your product stand out?<\/p>\n\n\n\n
Launch your offers<\/h4>\n\n\n\n It\u2019s offer launch time! You can launch your promo as early as you like before Black Friday. You may ‘launch’ your Black Friday deals over a specific timeline to different pots. For example, why not give loyal customers early-bird access? <\/p>\n\n\n\n
<\/div>\n\n\n\n
<\/div>\n\n\n\n
Send reactive messages<\/h4>\n\n\n\n Look at the user behaviour in your campaigns so far. If some users haven’t clicked, could you send a reminder message? Imagine you’re the friend reminding them of something – chances are, they need a little nudge amongst the daily chaos of working, home life and being bombarded with Black Friday emails.<\/p>\n\n\n\n
Step 4: Keep going into the festive season<\/h2>\n\n\n\n December is the month of urgency and last-minute purchases. Now is not the time to stop – you want to be there to catch the huge demographic of last-minute shoppers and make things as clear and accessible for scrambling shoppers.<\/p>\n\n\n\n
Extend your offers<\/h4>\n\n\n\n It could be a great time to extend the offers you had for Black Friday, depending on uptake and the success of your campaigns so far. Why not extend the offer to extend the generosity? This is a great time to send a message while the competition quietens down. <\/p>\n\n\n\n
Keep analysing consumer behaviour<\/h4>\n\n\n\n Analyse the performance of each message you send and you’ll get a clear picture of what is and isn’t working. Make use of FireText’s Track URL feature to see which recipient have and haven’t clicked on your links. If they have clicked, did they go through with the purchase? If they didn’t, could you send a follow-up message? <\/p>\n\n\n\n
Follow the Black Friday blueprint<\/h2>\n\n\n\n Follow this blueprint for a smooth journey towards Black Friday. We’re here to guide you through it too – just give us a shout \ud83d\ude42<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"There are so many different ways to approach Black Friday. To help you narrow it down, our SMS marketing experts have created this blueprint. Check out the whole thing, or skip for tips!<\/p>\n","protected":false},"author":11,"featured_media":4315,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[37],"tags":[],"class_list":["post-4300","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-how-to"],"yoast_head":"\n
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