How to Combine SMS and Email Marketing Effectively During Black Friday and Cyber Monday

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Black Friday and Cyber Monday mark the peak of the shopping season  and the perfect opportunity to harness the power of SMS and email marketing. When coordinated properly, these channels can boost open rates, increase conversions, and keep your brand top of mind throughout the sales period.

Email vs. SMS: Two Channels, Two Roles

Email marketing is ideal for building interest and inspiration. It provides room for product visuals, detailed offers, and loyalty benefits. Emails allow you to tell your brand story, drive website traffic, and generate clicks before the discounts even start.

SMS marketing, on the other hand, excels in speed and immediacy. On average, 98% of text messages are opened within minutes, making SMS perfect for time-sensitive deals, “last call” reminders, or exclusive promo codes that trigger instant action.

💡 Summary:

  • Email = Inspiration, anticipation, offer overview
  • SMS = Urgency, reminders, exclusive deals

3 Scenarios for Combining SMS and Email

1. Before Black Friday: Building anticipation

Goal: Capture attention and prepare your audience.

  • Email: Announce the upcoming event, tease new products, and offer early access.
  • SMS: A day before, send a short teaser: “It starts tomorrow! 🔥 Check your inbox so you don’t miss out.”

👉 Result: Email sparks interest, SMS reinforces awareness.

2. During the sale: Driving action

Goal: Increase clicks and quick purchases.

  • Email: Detailed overview of discounts and product categories.
  • SMS: Short and direct:
    “Today only –20% off everything! 🕒 Ends at midnight: [link].”

👉 Result: SMS drives instant responses, while email provides the context.

3. Last chance: The final push

Goal: Remind those who haven’t purchased yet.

  • Email: “Only a few hours left!” – with a bold CTA and countdown.
  • SMS: Urgent reminder:
    “⏰ Black Friday ends in 3 hours! Grab your deal now: [link]”

👉 Result: SMS captures undecided customers just in time.

How to Align Timing, Tone, and Tracking

⏰ Timing

  • Avoid sending SMS at night or too frequently.
  • Sync emails and SMS so they complement rather than overlap.
    → For example: email in the morning, SMS in the afternoon.

🎯 Tone of voice

  • Keep a consistent style across both channels – same language, colors, and CTAs.
  • SMS should be short, clear, and action-driven (“Click now”, “Save”, “Get yours”).

📊 Performance tracking

  • Track open rate and CTR for emails, and clicks and conversions for SMS.
  • Compare results by send time and channel combination.
  • Use UTM parameters to see exactly where sales come from.

Conclusion

During Black Friday and Cyber Monday, every second counts – so combining both channels is key.
Emails help build interest, while SMS drives instant action. When well-timed and consistent in tone, they work together to boost conversions, enhance customer experience, and turn seasonal sales into record-breaking results.

🔥 Want to see how effectively you can combine SMS and email campaigns this Black Friday?
Register for free at GoSMS and start sending your first campaigns today.