📱 SMS vs. Email: What to Send on Black Friday Morning

Hey, it’s Ray.

Black Friday morning can feel like a warzone for inboxes and phones alike.

The key question every brand faces: Do you send an email, an SMS, or both?

The wrong message at the wrong time can annoy your customers. 

The right message can drive massive revenue before your competitors even finish brewing coffee.

Here’s a simple framework to help you decide what to send, when, and to whom.

1️⃣ Start with Segmentation

Not all subscribers are equal. Sending the same message to everyone rarely works.

• High-value VIPs: Email is perfect for detailed offers, exclusive bundles, or early access links.

• Engaged mobile users: SMS works best here, short, urgent, action-driven.

• Dormant or low-engagement segments: Skip SMS in the morning; it can feel intrusive.
  

Tip: Use your data to target based on past purchases, average order value, and engagement history.

2️⃣ Craft Your SMS for Instant Action

SMS is best for urgency and simplicity.

• Keep it under 160 characters.

• Lead with the offer or incentive.

• Include a clear, clickable link.
  

Example SMS:

“🎁 Black Friday Early Access! 30% off sitewide today only. Shop now: [link]”

• Perfect for flash sales, limited-stock items, or cart reminders.

• Avoid long explanations, people skim texts.
  

3️⃣ Email Can Handle More Detail

Email lets you tell a story, show products, and create anticipation.

• Include visuals of top products or bundles.

• Highlight exclusive VIP deals or pre-sale access.

• Use a clear CTA above the fold so readers don’t have to scroll.
  

Example Email Subject Lines:

• “Your Black Friday VIP Access Starts Now 🎁”

• “Early Black Friday Deals, Only a Few Hours Left!”

• “Shop Our Best Deals Before They Sell Out”
  

4️⃣ Timing Matters

• 6–8 AM local time: SMS can trigger instant clicks while people are checking phones in bed or commuting.

• 8–10 AM: Email is ideal for users who want more context before buying.

• Repeat carefully: Avoid blasting both channels at the same exact moment. Staggering improves engagement and reduces unsubscribes.
  

5️⃣ Combine Smartly for Maximum Revenue

When used together strategically:

• SMS = Immediate action, high urgency

• Email = Storytelling, visuals, and upsells
  

Example Strategy:

1. 7 AM SMS: Quick link to your top-selling deal.

2. 8 AM Email: Full product showcase, bundle offers, and VIP perks.

3. 10 AM SMS: Reminder for items left in cart or limited stock.
   

This combo captures both instant buyers and those who need a little persuasion.

Build a Smarter Black Friday Morning Strategy

Your customers want timely, relevant messages, not a flood of notifications.

Instead of blasting both SMS and email to your entire list, tailor each send to behavior, past purchases, and engagement level.

Even a simple timing and channel strategy can boost conversions while reducing unsubscribes and fatigue.

This year, don’t try to reach everyone at once, focus on the customers who are most likely to act.

Your list already holds your biggest revenue drivers; you just need the right messages at the right time.

If you’re ready to make this your most profitable Black Friday morning yet, just hit reply and let’s map it out together.

Talk soon,
Raymond Chen
Founder & CEO, 11 Agency

More Ways to Level Up Your Email Game 

Q4 is here, and with BFCM and the holidays right around the corner, your email marketing has to be dialed in. 

Every click, every open, and every flow can mean the difference between hitting record revenue or leaving money on the table. 

Here’s how I can help you maximize Q4: 

Done-for-You Email Strategy: If you’re ready to scale but don’t have the time, I’ll build out a complete email system designed to capture more revenue, convert more customers, and keep sales flowing through the holidays. Book a call with me here. 

Free Resource: Not ready to commit just yet? Grab my FREE 10-page KPI audit and 128-point health scorecard, a proven toolkit to quickly optimize your email performance before BFCM. Get it here!

Take Your Email Marketing Even Further

If you’re up for boosting your email game, I’ve got a few more gems for you:

📺 New Video: 2x Your Ecommerce Sales in 6 Minutes

Serious about growing your ecommerce brand? In this quick tutorial, I’ll show you how to:

• Build a winning Klaviyo flow

• Improve email deliverability

• Drive more sales with a smarter email strategy
  

Whether you're starting out or scaling, this video gives you the exact steps to make email marketing work. 👉 Watch now:

🎯 Fix Your CTA, Fix Your Clicks
Still seeing low click rates even with solid subject lines and great content?

Chances are, your email CTA needs work. We asked Lawrence Soliman, our Lead Copy Strategist, to break down how to write email calls to action that actually get clicks—plus 5 high-performing examples you can swipe.

👉 Read the blog: How to Write an Irresistible Email Call to Action (Plus 5 Examples!)

💡 Let’s Connect on LinkedIn
I share daily email marketing tips, behind-the-scenes insights, and strategies that actually work. If you’re looking for extra value beyond this newsletter, let’s connect!👉  Follow me here.