Black Friday: Planning your email and SMS sendouts

Black Friday is a hectic day for retailers and customers - make sure to plan your communication as much as possible to avoid opt-outs - and to help yourself to make it into your customers' email inbox.

Ideally your emails should be ready and scheduled well in advance before Black Friday so you don’t risk delays. When using segments for your send-outs, Voyado will always re-calculate the segments before sending, even if you schedule it days in advance. 

If your communication will push a lot of traffic to your E-com it can be a good idea to send your message in smaller batches with roughly hour-long intervals to make sure your website doesn't get overwhelmed and crash. 

Try a new channel

Customers these days are easily distracted and bombarded with marketing communication. They might scroll through their emails while watching TV or working. SMS messages however, grabs their attention and demands it immediately.

In fact, research says that SMS have an average open rate of 98% compared to email’s average of 20%. With SMS, you usually only choose one link to promote, so make sure you have a Black Friday specific page set up on your website to direct traffic to – and that the page can handle the traffic as it will likely come in big chunks for each send-out. You might want to personalize your messages as well, read more about how to do that here


Schedule your send out times well in advance

It’s no secret that millions and millions of emails and SMS messages are sent out during the Black Friday week. It’s therefore extremely important to spread out when you send your communication.

You might want to prioritize who should receive your communication first, who should receive it on which days etc. We recommend you to schedule your emails at least two hours before the send time but ideally four hours to give Voyado a good amount of time to create and prepare your messages.

Another reason to send your communication batch wise is to help in ensuring your communication has the best chance of reaching its audience, but there are still no guarantees. The Inbox Service Providers themselves (Gmail, Hotmail etc.) may ”throttle” (receive your emails at a slower pace) your communication due to the increased amount of emails during this period.

Therefore, we recommend that you spread out your communication as much as possible to avoid standing in your own queue so to say. You might want to send to your “gold” members first, or those who shopped last year? To make sure that you are reaching that sweet spot first. Read more about how to optimize your segmentation here.

How to draw attention

We all know that the inbox will get filled up - maybe your customers are waiting for the best deal? It might be hard to know what works the best to draw attention. Work with A/B-tests and let Voyado do the work to make sure that the winning version reaches the majority of your recipients. But think before you schedule - will your offer still remain when the winning A/B version gets sent out?

Also put some work into the content creation, make sure to stick out from the crowd - why not work with animations in your email sendouts? Read more about how to work with GIFs in Voyado here. 

Recurring communication

You don’t want to bombard your customers with communication and risk unsubscribes. While planning your send outs for Black Friday, check which automations are currently running and see if you can adjust content or maybe limit how much they send out for the next few weeks. Read our Tips and inspiration article for more thoughts on how to limit your recurring communication. 


Wait to check statistics

Due to the sheer volume of marketing communication going out on one or a few days, you might expect a small delay in seeing accurate statistics. Don’t focus too much on checking how well your messages performed immediately, try to wait a bit to check the results of your campaign, as tempting as it might be to check it right away.

Read more about email statistics here. 
Read more about SMS statistics here. 

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