{"id":109034,"date":"2026-10-26T13:00:55","date_gmt":"2026-10-26T13:00:55","guid":{"rendered":"https:\/\/mailrelay.com\/blog\/2026\/10\/26\/black-friday-email-sms-campaign\/"},"modified":"2026-10-29T10:04:58","modified_gmt":"2026-10-29T10:04:58","slug":"black-friday-email-sms-campaign","status":"publish","type":"post","link":"https:\/\/mailrelay.com\/en\/blog\/2026\/10\/26\/black-friday-email-sms-campaign\/","title":{"rendered":"Black Friday email and SMS campaign: calendar, strategy and copy-ready templates"},"content":{"rendered":"\n

Have you ever put together a great Black Friday offer, only to see your email get lost among fifty others when the day comes? On that day every store writes at the same time. The winner is whoever gets in first, reaches the right person and uses the channel that customer actually checks.<\/p>\n\n

A Black Friday email and SMS campaign takes three weeks to prepare. First you warm up your list with teaser emails. Then you give your subscribers early access. On the day itself you send the offer by email and a short SMS to people who have already bought from you. And you wrap up with a last reminder and Cyber Monday.<\/p>\n\n

In this guide you’ll find the day-by-day calendar, how to segment, 5 emails and 3 SMS to copy, and how to automate it all.<\/p>\n\n\n

When is Black Friday 2026 and when should you start your campaign?<\/h2>\n\n

Black Friday 2026 falls on Friday, November 27<\/strong>. Cyber Monday is on Monday, November 30<\/strong>. If you want to know where the date comes from and how it differs from other campaigns, check out our Black Friday glossary entry<\/a>.<\/p>\n\n

Your campaign should start about two weeks earlier. Many stores bring their discounts forward to the week before. If you wait until Friday, your customer will already have bought somewhere else.<\/p>\n\n

One more thing: before your first campaign, clean up your list. Remove bounces and contacts who haven’t opened anything in months. On high-volume days, mailbox providers keep a closer eye on sender reputation.<\/p>\n\n

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Don’t wait until the last minute to send your Black Friday campaign. It’s true that many people expect to receive offers on the day, but if you only send one email on Friday, you’ll be competing with dozens of brands in the same inbox. It’s better to send a few emails in the days before, for example a teaser and early access for your subscribers. That way you secure their attention and, often, the purchase before competition peaks.<\/p>\nJose Argudo<\/strong>, CMO at Mailrelay<\/cite><\/blockquote>\n<\/div><\/div>\n\n

Day-by-day Black Friday campaign calendar<\/h2>\n\n

This calendar combines email and SMS. Email tells people about the offer and SMS alerts them at the right moment. Adapt it to how often you send and what you sell.<\/p>\n\n

Day<\/th>Channel<\/th>Send<\/th>Goal<\/th><\/tr><\/thead>
Monday, Nov 16<\/td>Email<\/td>Teaser: “Black Friday is coming”<\/td>Spark interest and encourage sign-ups<\/td><\/tr>
Thursday, Nov 19<\/td>Email<\/td>Early access invitation<\/td>Capture the most interested<\/td><\/tr>
Tuesday, Nov 24<\/td>Email<\/td>Early access for subscribers<\/td>Sell before the competition<\/td><\/tr>
Friday, Nov 27 (morning)<\/td>Email<\/td>The Black Friday offer<\/td>Main sale<\/td><\/tr>
Friday, Nov 27 (afternoon)<\/td>SMS<\/td>Short reminder to customers<\/td>Reach those who haven’t opened the email<\/td><\/tr>
Saturday, Nov 28<\/td>Email<\/td>Reminder to those who opened but didn’t buy<\/td>Win back the undecided<\/td><\/tr>
Monday, Nov 30<\/td>Email and SMS<\/td>Cyber Monday and last reminder<\/td>Close the campaign<\/td><\/tr><\/tbody><\/table><\/figure>\n\n
\"Infographic:<\/figure>\n\n

If your list is small or you don’t send often, stick to four sends: the teaser, the early access, the Friday offer and the last reminder on Monday.<\/p>\n\n

Strategy: what to send by email and what by SMS<\/h2>\n\n

Email and SMS don’t compete. Each channel does a different job<\/a> within the campaign.<\/p>\n\n

Goal<\/th>Best channel<\/th>Why<\/th><\/tr><\/thead>
Present the offer with photos and prices<\/td>Email<\/td>There’s room for products, terms and design<\/td><\/tr>
Announce that the offer is live<\/td>SMS<\/td>It’s read within minutes and doesn’t compete with other emails<\/td><\/tr>
Give subscribers early access<\/td>Email<\/td>Rewards your list and leads to an exclusive page<\/td><\/tr>
Remind people of an unpaid cart<\/td>Email and SMS<\/td>Email gives the details and SMS gives the push<\/td><\/tr>
Last reminder before the offer ends<\/td>SMS<\/td>Urgency works better in a short message<\/td><\/tr>
Thank customers for their purchase and get ready for Christmas<\/td>Email<\/td>Sets up the next campaign without another sales pitch<\/td><\/tr><\/tbody><\/table><\/figure>\n\n

Use SMS carefully. It’s a more personal channel and, if you overdo it, people unsubscribe. Two or three SMS throughout the whole campaign are enough. And only send them to contacts who have consented to receive them.<\/p>\n\n

How to segment your list for Black Friday<\/h2>\n\n

Sending the same thing to everyone is the most common mistake. With three simple segments your campaign will already be more relevant:<\/p>\n\n

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  1. Customers who have already bought.<\/strong> They get the early access and the Friday SMS. They’re the ones who respond the most.<\/li>\n\n\n\n
  2. Subscribers who open your emails but haven’t bought.<\/strong> They need a clear offer and a good reason to make up their minds: free shipping, a gift or a limited-time discount.<\/li>\n\n\n\n
  3. Inactive subscribers.<\/strong> Better one email than several. If they don’t open it, don’t insist: it would hurt your deliverability.<\/li>\n<\/ol>\n\n

    You can build these segments with your contacts’ groups and fields, and also by their activity: who opened or clicked in your latest campaigns. It’s all explained in the guide to segmentation in email marketing<\/a>.<\/p>\n\n

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    Get your Black Friday ready with Mailrelay<\/strong><\/p>\n\n\n\n

    Create your segments, design your emails and schedule them in advance. Free for up to 80,000 emails a month.<\/p>\n\n\n\n

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    Create a free account<\/a><\/div>\n<\/div>\n<\/div><\/div>\n\n

    5 Black Friday emails to copy<\/h2>\n\n

    Copy these texts and change what’s in square brackets. You’ll find more subject lines in the Black Friday glossary entry<\/a>.<\/p>\n\n

    Email 1. The teaser (Nov 16)<\/h3>\n\n

    Subject:<\/strong> Black Friday comes early for you<\/p>\n\n

    Preheader:<\/strong> Sign up and get in before anyone else<\/p>\n\n

    Hi [name],<\/p>\n\n

    This year we’ll have the best prices of the year at [store]. And we want you to see them before anyone else.<\/p>\n\n

    If you’re interested, you don’t need to do anything: on Tuesday the 24th we’ll send early access to this same email address.<\/p>\n\n

    In the meantime, save what you like to your favorites. You might see it discounted very soon.<\/p>\n\n

    [Button: Visit the store]<\/p>\n\n

    Email 2. The early access invitation (Nov 19)<\/h3>\n\n

    Subject:<\/strong> [name], your early access is almost ready<\/p>\n\n

    Preheader:<\/strong> On Tuesday we open for subscribers only<\/p>\n\n

    Hi [name],<\/p>\n\n

    On Tuesday the 24th we’re opening Black Friday only to people subscribed to our newsletter. You’ll get the same discounts as on Friday, but with all the stock available.<\/p>\n\n

    We’ll send you the link first thing in the morning. Don’t share it: it’s just for you.<\/p>\n\n

    [Button: See what will be discounted]<\/p>\n\n

    Email 3. The early access (Nov 24)<\/h3>\n\n

    Subject:<\/strong> You’re in: your Black Friday starts today<\/p>\n\n

    Preheader:<\/strong> Up to [X]% off before anyone else<\/p>\n\n

    Hi [name],<\/p>\n\n

    As promised: Black Friday is now open for you. Until Thursday, only subscribers can get in.<\/p>\n\n