SMS Playbook: Tips and Strategies to Win the 2021 Holiday Season

Black Friday Oct 29, 2021

Inspiration to help you crush your holiday goals and drive mobile revenue

Whether you're an SMS pro or just getting started, this guide will help you craft exceptional text messages to give your holiday marketing strategy a major boost.

The sooner you begin brainstorming ways to woo shoppers, the better prepared you'll be to tackle the holidays and exceed your performance goals. So, channel your inner Mariah Carey and let's start warming up for the most wonderful time of the year.

As the largest retail event of the year, Black Friday and Cyber Monday (BFCM) is a prime opportunity to build relationships with shoppers who are new to your brand and to strengthen your bond with existing customers. And give your sales a big lift, of course. But keep in mind you'll be competing with all the other retailers out there fighting for attention.

Text messaging can help you stand out from the crowd and turn up the heat on your holiday communications. If you can meet your mobile-first customers where they are and through the channel they prefer, you’ll have a much better chance of driving increased engagement, revenue, and loyalty that extends well beyond the holiday rush.

During a big seasonal event like BFCM, the name of the game is to encourage your existing customers to come back to your store and entice potential shoppers to make their first purchase.

Here are some ways you can use SMS to maximize mobile revenue and crush your holiday goals in 2021.

Step 1: Drive sales with one-time SMS campaigns

Campaign messages are the best way to announce seasonal promos, new product launches, exclusive access, and limited-time offers.

Keep your messages concise and include one clear call-to-action (CTA), so your subscribers know exactly what to do next—like snagging your latest drop or shopping your BFCM sale.

Get 'em ready: Whether you're running a flash sale or multi-day promotion, build excitement by letting your customers know something sweet is on the way.

  • Best Practice: Send this message well in advance of the holidays, offer a teaser of what shoppers can expect, and let them know exactly when the promotion starts.

🤫 Treat your VIPs: Give an extra reward or incentive to your most loyal customers. Early access to the sale, extra juicy discounts, a gift with purchase or free shipping can help seal the deal.

  • Best Practice: Use customer data and SmartTarget segments to auto-target your highest value shoppers who are most likely to make a purchase.

🚀 It's go time, baby: Chances are, your customers have a lot going on. Grab their attention with a message that lets them know the sale has started and remind them of your special deals.

  • Best Practice: Workshop your copy and CTA. It should drive excitement and action. Include relevant details and an end date to create urgency.
  • Bonus: Schedule this message ahead of time. You'll thank yourself later!

🏁 It's the final countdown: Doo doo doo doo, doo doo do—okay that's enough. This is the final push before closing out the sale to rein in those last-minute deals. A little FOMO never hurt.

Best Practice: Use customer data to target shoppers who clicked your previous text messages but haven't purchased yet by creating a custom segment or defining your follow-up criteria.

Step 2: Recover abandoned carts

Not everyone is going to pull the trigger right away, especially during the holidays when shoppers are looking around for the best deals. In fact, research shows that 70%+ of online shoppers leave before completing their purchase. Thankfully, you can set up auto-triggered messages to scoop up those lost sales. Well-timed cart abandonment text messages can increase store revenue by 30%+.

🛒 Oops, looks like you dropped something: Dynamically insert product info from your shopper's online cart into a text message and schedule it to send shortly after they bounce without checking out.

  • Best Practice: Making it personal by including the product image and details will go a long way in helping your message stand out.

Step 3: Nurture customers after they purchase

The purchase is not the end of the customer journey. Keep your shoppers engaged with behavior-based triggered messages.

🙏 Thanks a million: Set up a Thank You automation to show customers that you see them and value their business. Who doesn't love a good thank you note?

  • Best Practice: This is a great opportunity to solicit feedback, promote a rewards program or encourage shoppers to refer their friends.

👀 Long time, no see: Run a Win-Back automation to re-engage customers who you haven't seen in a while. It’s never too late to try again.

  • Best Practice: Keep it concise and give them a compelling reason to come back to your store.

🛍️ Shopping spree: Turn on a Big Spender automation to offer a little something special to shoppers who go the distance and spend above a certain amount at your store.

  • Best Practice: Make it personal by including custom merge tags, like your customer's name.

Looking to grow your list?

You've come to the right place. Discover how DojoMojo can accelerate your SMS subscriber growth and drive more sales this holiday season.

👉 Explore our 2021 Holiday SMS Guide to learn how leading brands are reaching consumers, driving traffic, and increasing revenue with text messaging marketing.