Black Friday SMS Marketing Segmentation and Personalization Best Practices

11 Nov 2025

Kath Galpo

Black Friday 2025 is around the corner, and it’s one of the most competitive shopping seasons. The days are gone when shopping madness was visible inside stores. Now, it has shifted from inside stores to online. Customer communication has become chaotic. Retailers fight for customer attention inside inboxes and messaging apps, and there’s a good reason behind it. In 2024, US holiday sales hit $241.4 billion, and this year, they are also expected to increase. However, you don’t need to shout louder than everyone else if you use smart Black Friday SMS marketing.

You must be wondering, why SMS? The reason behind it is pretty simple. People are checking their phones constantly!. SMS is direct, personal, and quick. During Black Friday, the personal touch matters a lot. However, if you send a generic Black Friday text message to everyone, magic won’t happen because you’re shouting in a crowd. The magic happens when you stop treating all your customers the same, segment your target audience into specific groups, and send personalized text messages to each group.

This blog explains some Black Friday SMS marketing segmentation and personalization best practices. However, before diving deep into the best practices, let us first understand why generic Black Friday SMS messages fail.

Why Generic Black Friday SMS Fails

SMS offers a 98% open rate, and its click-through rate is 9x higher than email. They feel personal and perfect for urgency-driven messages like a time-limited Black Friday deal.

That’s the reason why more and more brands are investing in BFCM marketing using SMS as their core channel. However, success depends on sending the right message to the right person at the right time.

Imagine you send a “50% off everything!” text message to your entire contact list. You think it’s fantastic, but reality is different.

Why?

It’s because your loyal customers who bought from you last week also get the same message, and then someone who signed up six months ago and never purchased also receives the same message. Your high-spending customers see the same offer as your bargain hunters.

In short, generic messages feel like spam, and spam gets ignored.

One question will surely pop into your mind: What is the solution?

Treat different customers differently! Here is where segmentation helps.

What is SMS Segmentation?

You can think of SMS contact segmentation like sorting your closet; just like you don’t put all your clothes in one pile. You organize them according to type, season, and how often you wear them.

SMS segmentation works the same way. You group your customers based on specific traits and then send messages that actually matter to each group.

When you segment your Black Friday SMS marketing, you send fewer messages overall, but each message drives desired results.

Best Practices to Segment Your Black Friday SMS List

Segmentation helps you craft tailored messages that feel personal, not generic. Here are some best practices to segment your Black Friday SMS marketing list.

1. Segment Your Customers Based on Their Purchase History

It is one of the best ways to segment your customer list.

Customer Type	Explanation	SMS Example
New Customers (First Purchase in last 30 days)	These people have just discovered your brand. They’re excited but not committed. Therefore, give them a reason to come back.	Welcome back, Sarah! Thanks for your recent purchase from Oliva Fashion. Here’s an EXCLUSIVE 30% off for Black Friday. Just for you: [link]. Reply STOP to opt out.”
Regular Customers (2 to 5 purchases)	They are folks who liked your product. Show them some love.	“Hey Mike! You’re one of our favorites! Black Friday VIP deal: 40% off + free shipping. Shop early from TechHive: [link]. Reply STOP to opt out.”
VIP Customers (6+ purchases)	They are your superfans. So, give them some reward that makes them feel special.	“Hey Ema! You’re first in line for our VIP Black Friday access at Luna Luxe. Enjoy 40% off before the public sale starts. Shop here: [link] Reply STOP to opt out.”

2. Shopping Behaviour Matters the Most

Everyone does not shop the same way. You can segment your customers based on their shopping behavior.

Behavior Segment Type	Behavior	Best Message Approach
Cart Abandoners	Added item, but didn’t buy	Remind them and add urgency
Window Shoppers	Visit often but rarely buy	Solid discount to push them over
Impulse Buyers	Quick purchase decisions	Limited-time offers work best
Research Shoppers	Compare and think it over	Detailed benefits and reviews

For example, you can send cart abandoners the following type of message.

Hi, Emily, are you still thinking about those items in your cart? Black Friday = 35% OFF. However, only for 24 hours: [link]. Reply STOP to unsubscribe.

When you send such targeted messages, it helps you boost engagement and reduce unsubscribe rates.

3. Segment Your Target Audience Based on Their Spending Level

You should send different messages to different budget customers because sending the same type of message to different budget customers won’t increase your sales.

Spender Type	SMS Example
High Spenders	“Hey Lara, Premium Black Friday Access from Autosmart: 45% off accessory items + FREE priority shipping. Your exclusive code: Autosmart45 [link]. Reply STOP to opt out.”
Medium Spenders	“Hi Jack, Black Friday is HERE! 35% off your favorite items + free gift with $150+ orders: [link]. Reply STOP to unsubscribe.”
Budget Shoppers	“Hey, James! Amazing deals under $50! Black Friday discounts start at 25% off. Shop smart: [link]. Reply STOP to opt out.”

4. Location-Based Segmentation Plays a Crucial Role

Your customers’ location matters more than you think. People in different time zones wake up at different times. People in cold states require different products than those in warm states.

For example,

Good morning, Chicago! Black Friday starts NOW in your area. Early bird gets 40% off: [link]. Reply STOP to opt out.

Winter is coming, Boston! Black Friday deal: 35% off our winter collection. Stay warm: [link]. Reply STOP to unsubscribe.

5. Never Overlook Engagement Level

Some customers open each message, whereas some do not open any message for months. So, send a message based on your customers’ engagement level.

Engagement Level	SMS Example
Highly engaged customers	“You never miss our updates Tom! Here’s your Black Friday reward: 40% off + surprise gift. Check it out: [link]. Reply STOP to opt out. – Glow & Go.”
Moderately engaged customers	“Hey Mia! Big news! Black Friday’s biggest sale: 35% off storewide. One day only: [link]. Reply STOP to unsubscribe – Jazz Fashion”
Low engagement customers	“We miss you, Kim! Come back for Black Friday: 50% OFF + free shipping. No catch: [link]. Reply STOP to opt out – Urban Threads.”

Personalization: The Secret Sauce of Successful Black Friday SMS Marketing

Segmentation groups your customers, but personalization speaks to them individually. Personalization is not only about using the customer’s name, but it is also about sending offers that feel relevant.

For example,

Let’s imagine you would love a random message like this: “Black Friday Sale is Here!” or a message that says, “Hey Ema, 30% off your favorite jeans, today only!”?

It is the magic of personalization.

You can personalize your Black Friday SMS using the customer’s name, referencing their past purchases, acknowledging their loyalty, etc.

Here is the example that helps you understand how you can personalize your Black Friday text messages.

“Lisa, loved that blue dress you bought from our Zia Store? The matching accessories are 40% off for Black Friday: [link]. Reply STOP to opt out.”

It will definitely work because it shows you pay attention and remember your customers.

Another example shows how you can acknowledge your customers’ loyalty.

“Hey James, you’ve been with us for 2 years! Black Friday thank you: 45% off + VIP early access. You earned it: [link]. Reply STOP to opt out – Glam and Glow”

People love it when you make them feel special.

Timing is Everything in Black Friday SMS Marketing

When you send your Black Friday SMS matters as much as what you send. Timing can make or break your SMS campaign. During Black Friday weekend, shoppers receive tons of messages. So plan your SMS schedule smartly.

Timing	Segment	SMS Example
Pre-Black Friday (1 Week Before)	VIP customers and High Engagers	“Hi Jessica! SECRET from StyleHub: Black Friday preview for our best customers. Save these dates + deals: [link]. Reply STOP to opt out.”
Black Friday Morning (6 AM to 8 AM)	Early Shoppers and High Spenders	“Good Morning, David! LIVE NOW at TechZone! Black Friday deals just dropped. Shop before sellout: [link]. Reply STOP to opt out.”
Black Friday Afternoon (12 PM to 2 PM)	Lunch Break Shoppers and Mobile Users	“Hey, Amanda! Lunch break = shopping break! FitGear Black Friday: 35% off + free shipping: [link]. Reply STOP to opt out.”
Black Friday Evening (6 PM to 8 PM)	After Work Shoppers and Cart Abandoners	“Hi, Marcus! After work shopping spree? HomeStyle Black Friday deals end tonight. Final hours: [link]. Reply STOP to opt out.”
Day After Black Friday	Non-Openers and Non-Purchasers	“Hi Rachel! EXTENDED from BeautyBox! Missed Black Friday? We got you covered. 24 more hours of deals: [link]. Reply STOP to opt out.”

Keep Your Black Friday SMS Compliant

Your Black Friday text message can bring you results only if you follow SMS marketing rules like TCPA, 10DLC, etc. Here is the quick checklist.

Keep the SMS character limit in mind. Your text message should be of 160 characters. Keep it short, simple, and sweet.
Always get opt-in consent before texting and provide a clear way to opt out anytime.
Do not send too many messages to your customers.
Keep your brand name visible in every message.
Include a clear call to action.
Use emojis, but don’t overdo it.

Measure Your Black Friday SMS Success

You need to track the following numbers to check whether your Black Friday SMS marketing segmentation and personalization work or not.

Key Metric	What Does It Tell You	Good Benchmark
Open Rate	How many people read your message	90%+
Click Rate	How many people clicked your link	20% to 30%
Conversion Rate	How many bought	10% to 15%
Revenue Per Message	Money made per text sent	$5 to $20
Opt-Out Rate	Who unsubscribed	Under 1%

Compare different segments to find out which groups convert best and which messages get the most clicks.

You can use this data to improve your BFCM marketing strategy next year.

Make Each Black Friday Text Message Count With Textdrip

Segmentation and personalization are not optional. In fact, they separate successful Black Friday SMS marketing from the rest. When customers feel that your messages are specially written for them, they are more likely to click, buy, and come back. And here is where Textdrip makes your life easy.

Using Textdrip:

You can segment your audience with laser precision
Personalize every Black Friday SMS automatically
Automate SMS campaigns with smart workflows
Track results to improve performance

Therefore, this Black Friday, do not send a generic text message, but send meaningful conversations that convert. Book a Textdrip demo and make your Black Friday SMS campaign smarter, faster, and more personal than ever.