SMS strategy for Black Friday / Cyber Monday 2025

Black Friday 2024 broke all records. Danes spent 43% more on the day itself compared to 2023, and the week leading up to it was packed with online activity, gift shopping and mobile shopping. I år falder Black Friday den 28. november 2025 –igen på en lønningsdag. In other words, you have a golden opportunity to be top-of-mind in a buyer-ready week.

Men er din marketing strategi klar?

SMS-marketing og RCS-marketing handler om at sende personlige og værdifulde beskeder til kundernes beskeddapp på mobilen. Og mobilen er netop én af de mest effektive og direkte kanaler til at sikre din plads i kundernes bevidsthed – og indbakke – før, under og efter Black Friday. I artiklen her får du en konkret plan for, hvordan du bruger SMS og RCS til at løfte dine Black Friday-kampagner i 2025.

Hvorfor bruge SMS og RCS til Black Friday?

Black Friday er årets største shoppe dag – og mobilen er den foretrukne enhed, når danskerne skal finde og købe tilbud.

Black Fridays voksende popularitet betyder, at det er blevet en langt mere støjende uge at være forbruger. Vi bombarderes med e-mails, push-notifikationer og annoncer. En besked direkte på mobilen bryder derimodgennem støjen – og med en åbningsrate på op mod 98 %og gns. klikrater på +36 %, er SMS og RCS din direkte adgang til kundens opmærksomhed.

En SMS- og RCS-marketingstrategi er derfor din genvej til at skabe en mere personlig og direkte forbindelse med forbrugerne på en af årets travleste dage.

Danes shop on their mobiles

Tendensen har da også længe været stødt stigende, og i 2024 var tallene helt tydelig: Danskerne vil helst shoppe på mobilen.

In 2024, 60.8% of all purchases during Black Week were made via mobile, and mobile had a higher conversion rate than desktop. One reason is that consumers' patience and attention spans are increasingly short and they expect fast and relevant communication - preferably directly on their mobiles. Og til det er SMS og RCS de absolut mest effektive kanaler.

At the same time, figures from MobilPay show that Danish consumers swiped 1.8 million times on Black Friday in 2024 - equivalent to DKK 1.2 billion paid to online stores via MobilPay.

That's a 39% increase in swipes and 32% higher revenue than Black Friday 2023. For the entire Black Week 2024, revenue via MobilPay was 23% higher than the previous year.

Omsætningen med betalingskort under Black Week 2024 var ligeledes 36 % højere end den gennemsnitlige uge i 2024 - og kortomsætning på Black Friday var hele 43 % højere end i 2023 (Danmarks Nationalbank).

All indications are that Black Friday and Black Week are still a hit among Danish consumers.

Og den klare opfordring herfra lyder: Inkluder SMS og RCS i din Black Friday strategi, hvis du vil skære igennem den enorme mængde af tilbud og ramme dine forbrugere direkte på telefonen.

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When is Black Friday 2025?

I år falder Black Friday den 28. november 2025 – på en fredag, der igen falder sammen med lønningsdag og første søndag i advent. The same thing happened in 2024, and it was a contributing factor to the historically high turnover we saw in Denmark last year.

But Black Friday is not just one day. Den har udviklet sig til en hel måned: Black Month. De fleste webshops starter kampagner allerede i uge 47, fortsætter med Black Friday, Black Weekend og afslutter med Cyber Monday og Cyber Week. And then the Christmas sales take over.

Your strategy shouldn't just be about that one day, Black Friday. Instead, it's about considering the entire period from Black Month to the Christmas season.

Get an overview of Black Month 2025 below.

Mange virksomheder starter deres tilbud allerede i ugen optil Black Friday (uge 47), hvor de bedste tilbud som regel vil være at finde på selve Black Friday. De senere år har der desuden været en tendens til at fortsætte tilbuddene hele weekenden ud.

De butikker, som har en webshop, bør følge op på Black Week med online kampagner på Cyber Monday. Et koncept, som er stormet frem siden det første gang så dagens lys i 2005.

The latest addition is now Cyber Week, which (like Black Week) is an extension of Cyber Monday. Cyber Week er altså en hel uge med tilbud på butikkernes webshop.

Tilsammen kaldes alle disse dage typisk for BFCM (Black Friday Cyber Monday)–eller bare Black Month.

Hvad end du planlægger at have tilbud alle dagene eller kun på Black Friday og/eller Cyber Monday, bør din strategi dække hele perioden. Du finder hjælp til at sammensætte din plan herunder.

Permissions are the foundation of a successful Black Friday strategy

You can plan the world's best deals. But if you don't have anyone to send them to, you probably won't sell much.

Start derfor med at sikre, at du har en aktiv og permissions-baseret telefonnummer-liste. Consumers who have given permission to hear from you are already warm leads - and your best chance of conversion.

In fact, using the permissions you have has rarely been more important. At a time when many e-commerce businesses are experiencing increased competition, it's crucial to activate the customers who have already shown interest in your business.

This is especially important in the run-up to Black Friday. Tal fra DI Handel viser, at kun 9 % af Black Friday-købene i 2024 skete hos butikker, som kunden ikke havde handlet hos før. This is significantly lower than both 2023 and the rest of the year, where the figure is usually 11-13%. The figures emphasise an important point: consumers prefer to spend their Black Friday money with brands they already know and trust.

Derfor bør du bruge din mobil-liste strategisk – ikke bare til at tiltrække nye kunder, men i høj grad til at aktivere dine eksisterende følgere. A targeted campaign with exclusive offers for previous Black Friday shoppers, loyal customers or members of your customer club can make a big difference. Especially if combined with early access or personalised discounts that reward their loyalty and make the decision to buy even easier.

In a nutshell: The better you activate your existing permissions - the more value you get out of your Black Friday efforts.

Læs mere i vores artikel: Derfor skal din SMS-strategi fokusere på kundeloyaliltet – og sådan gør du.

And no matter how long (or short) your SMS permission list is right now, now is the time to take action. The more permissions you collect in the run-up to Black Friday, the more volume and impact your campaigns will have during the busiest shopping period of the year.

Få inspiration i vores artikel: Sådan indsamler du SMS-permissions.

Black Friday: Sådan bruger du dine mobil-lister effektivt

Din SMS/RCS-liste skal naturligvis ikke bare vokse for derefter at blive glemt frem til Black Friday.

Det er vigtigt, at du allerede nu - eller senest i ugerne op til Black Friday - sender et par mobilbeskeder afsted og begynder at etablere en relation til dine modtagere på denne kanal.

When you establish a relationship with recipients from the moment you collect their permission, you increase the chances of them remembering you and your product on Black Friday. Det er også en god mulighed for at skabe buzz omkring din Black Friday kampagne, før kampagnen rent faktisk skydes i gang.

Du kan med fordel benytte automations til at sikre, at alle på din liste bliver budt varmt velkommen af dig og din virksomhed ved hjælp af et automatisk velkomstflow.

In addition to creating a welcome flow, you can work with a lost basket and a cross-sell flow that will not only enhance your everyday marketing efforts, but will also help increase your conversions when the busy Black Friday traffic hits your webshop.

Læs WP: 10 beskedeksempler til Abandoned Cart SMS

Dertil kommer, des mere du ved om dine modtagere og deres engagement med din webshop og dine mobilbeskeder, desto mere personlige og målrettede kan dine kampagner blive.

Sagt med andre ord: Jo bedre du kender forbrugerne på dine SMS- og RCS-lister inden Black Friday, jo mere kan du målrette dine kampagner til den specifikke kunde, og jo større er chancen for høje konverteringsrater.

Sådan indsamler du permissions til mobilen

Der er tre ting, du kan gøre allerede nu (ja, lige nu!), for at begynde at indsamle permissions.

1. Giv kunden mulighed for at tilmelde sig SMS og RCS ved check-out

Har du en webshop, kan du med fordel invitere dine kunder til at skrive sig op til SMS og RCS, når de er ved check-out. A customer who has come this far is genuinely interested in you and your product, so the interest in receiving great offers should be high.

‍2. Tilføj et telefonnummer-felt i dine eksisterende sign-up forms

Are you already collecting email permissions for your newsletter or anything else via a form? Then you can add a field where the recipient can enter their phone number.

Remember that a phone number is far more personalised than an email, so there needs to be a motivating factor to do just that. That motivation could be to get access to your Black Friday deals a day before everyone else.

3. Inviter dine eksisterende e-mail abonnenter til din mobil-liste

Har du allerede en god følgerskare på din e-mail liste, kan du invitere dem til også at følge med på din mobil-liste. Det er naturligvis kun relevant for forbrugerne, hvis de kan forvente særlige tilbud eller invitationer, som kun sendes til dine mobil-lister.

Det er afgørende at tilbyde et stærkt incitament, hvis du ønsker at få dine mail-kontakter til også at tilmelde sig SMS og RCS.

En måde du kan konvertere mail-permissions til mobil-permissions, er ved at oprette en landingsside til sign-up af SMS og RCS. Den landingsside kan du dele i dit nyhedsbrev med en inspirerende tekst til hvorfor modtagerne bør skrive sig op til din mobil-liste. For example, you could give away a £500 gift voucher for the lucky winner to spend on Black Friday.

Du kan også have en form direkte i din mail, hvor dine følgere kan indtaste deres telefonnummer og godkende SMS- og RCS-markedsføring.

Create your SMS strategy for Black Friday 2025

You are now collecting permissions, great! It's time to strategise how to turn your permissions into Black Friday customers.

Er det første gang, du skal udarbejde en SMS- eller RCS-strategi til Black Friday? Then these are the four most important questions you should ask yourself:

1. Who should I send SMS messages to?
2. Hvor ofte bør jeg sende beskeder til dem?
3. Hvornår skal jeg sende beskeder til dem?
4. Hvordan bruger jeg SMS, RCS og e-mail i strategisk samspil for at øge mine konverteringer på Black Friday?

1. Which segments should I send SMS messages to?

En af forudsætningerne for en succesfuld BFCM-kampagne er, at du segmenterer dine lister med SMS- og RCS modtagere. This ensures that the right people get the right messages at the right time.

I inMobile kan du sortere alle dine kontakter i SMS-lister, så du nemt kan holde styr på, hvem du sender hvilke beskeder til.

But which segments (lists) are actually important to have?

Of course, it varies from company to company, but below are 5 typical segments you can find inspiration in.

#1 VIP customers

Dine VIP-kunder er de personer, som køber ofte eller for store summer, og som følger aktivt med i dine mobil-beskeder. In other words: They read, click and act on a regular basis. This customer group should not be forgotten as they are important to your business.

Special VIP offers or VIP events can help ensure that these customers remain loyal for years to come - if not for life.

#2 Engaged followers

These are the followers who actively follow you. They read and click and occasionally shop at your business, but they are not as loyal as VIP customers. A unique offer for this segment can help push those engaged followers into the pool of VIP customers - or at least prolong their interest in your business.

#3 Those who shopped on Black Friday last year

This segment shopped with you last year and are therefore already aware of the value of shopping with you on Black Friday. Therefore, it makes sense to reconnect with this group of consumers - whether they have shopped with you since last Black Friday or not. They often only need a little push to come back and shop again this year.

#4 Local customers (geographically)

If you have a physical store, it makes sense to have a segment with customers who live close to the store(s) or who have shopped here before.

I dette segment skal du sørge for at binde din mobil-kampagne sammen med den lokale butik. You can do this by inviting people to physical events, offering free in-store pickup, or publicising special offers that are only available in the physical store.

Se hvordan denne strategi kan bruges effektivt i vores case om butikskæden Message.

#5 Those who have browsed but not yet acted

Most companies are familiar with the so-called window peepers. These are the consumers who are watching (for example, via your SMS list) but have not yet purchased from your business.

This is an important segment for your BF strategy. Because they've shown a genuine interest in your business, there's also a high probability that the right offer can turn them into paying customers.

2. Hvor ofte bør du sende mobilbeskeder?

Som udgangspunkt bør du aldrig sende mere end 1-2 SMS- eller RCS-beskeder om ugen. For some companies, far fewer, otherwise you risk annoying your followers.

However, during Black Friday and Cyber Week, you can bend that rule a bit and send a few more messages. That's what most consumers expect on a holiday like this. As a rule of thumb, we recommend no more than 1-2 messages per day and only if they are relevant to the recipient.

Har du brug for at sige mere end hvad én SMS eller RCS kan beskrive, så overvej at implementere e-mail i din Black Friday strategi. E-mail fungerer nemlig som et fremragende supplement til dine mobilbeskeder, fordi der er plads til at lege mere med tekst og billeder. We'll get into that in section 4.

3. Hvornår skal du sende beskeder?

It doesn't matter if you send your messages before, during or after Black Friday. Din timing skal være i orden og det rette budskab skal afsted på det rette tidspunkt, hvis du vil have mest muligt ud af din BFCM-strategi.

Over the past few years, the trend has been for Black Friday to become Black Week. A whole week full of great offers. Tal fra Black Friday Danmark viser dog, at selve Black Friday stadig er og bliver den dag med største omsætning. As much as 47.2% of the total turnover during Black Week 2024 was on Fridays.

However, it appears that consumers were most ready to buy on Sundays - the conversion rate (the percentage of visitors who ended up buying) was highest on Sundays in 2024.

So even though Friday is the biggest day in terms of revenue, you should not refrain from running promotions on the remaining days of Black Week.

Below you'll learn how to spread your messages across the days before, during and after Black Friday.

#1 Week leading up to Black Friday

Some companies start their offers already in the days leading up to Black Friday. However, the week leading up to the big shopping day is typically spent preparing your customers for Black Friday and getting them excited about the amazing deals they can expect from your business.

Be careful not to send too many messages during these days, as the real action starts on Friday. Send gerne én eller to SMS- eller RCS-beskeder afsted, og sørg for at de er relevante. For example, you can inform about when the offers start or launch a competition where the winner is chosen on Black Friday.

These are also the days when you can give your VIP customers early access to the offers. For example, you can give this segment a special code or link that gives them access to your Black Friday deals before anyone else.

#2 Black Friday

Black Friday is the day when it really counts. Today is the day everyone should have access to your offers.

Today, all of your relevant SMS lists should be notified that the sale has officially started. At the same time, be sure to let your followers know when the offers end again. Does it apply to the whole weekend, one day or maybe just a few hours? It creates a sense of exclusivity and time pressure when you put a time limit on your offers.

#3 The weekend between Black Friday and Cyber Monday

Black Friday is over, but Cyber Monday is just around the corner. Spend the weekend analysing your data. Was there a message or offer that worked exceptionally well? Was something not working at all? Use that data to get ready for Cyber Monday.

Benytter du linktracking i inMobile, kan du blandt andet kigge på dine klikrater for at afgøre, hvorvidt en kampagne har haft det ønskede resultat.

Some companies also choose to continue their offers over the weekend. It may make sense for some businesses, but if you choose to do so, you risk diluting the hype around your Black Friday and Cyber Monday offers.

Søndag eftermiddag kan du sende dine VIP-kunder en besked med tidlig adgang til dine Cyber Monday tilbud.

#4 Cyber Monday

Cyber Monday is the biggest online shopping day of the year. If you only have an online shop, now is the time to act!

Brug dine SMS- og RCS-lister til at gøre dine følgere opmærksom på, hvilke fantastiske Cyber Monday tilbud de kan finde på din webshop. It's also a good idea to point out that today is the last chance to shop the bargains - otherwise they'll have to wait a year until next November before they find this kind of offer again (if that's the case of course).

It can help give those last window shoppers the final push to press the buy button.

4. E-mail som supplement til din BFCM-strategi

E-mail, SMS og RCS er ikke hinandens fjender. De supplerer derimod hinanden fremragende, og bør alle tænkes ind i din Black Friday strategi.

SMS works best for short, concrete messages that your followers can act on immediately. Nogle gange kan et visuelt element være med til at tydeliggøre dit budskab, og det er RCS ideelt til. Andre gang vil du også gerne sige lidt mere, og her kan e-mail være svaret.

I ugen op til Black Friday kan du sende en eller flere e-mails til dine følgere, hvori du teaser for dine kommende tilbud og viser nogle af jeres bestsellere frem.

Now your followers know what to expect. Når tilbuddene rammer kan du derfor sende dem en konkret SMS eller RCS med dit ønskede budskab – for eksempel en rabatkode, en video eller anden information om, at dine tilbud er startet. Likewise, your target audience will know exactly what your message is and why they are receiving your message.  

Når du skaber synergi mellem de længere budskaber på mail, de visuelle og personlige beskeder på RCS og de kortere budskaber på SMS, efterlader du forbrugeren med et positivt helhedsindtryk og øger derved chancerne for flere køb hos dig. This is especially true on days like Black Friday.

More tips for your Black Friday strategy

Du er nu ved at være nået til vejens ende på den her artikel om Black Friday-strategi. I hope you've been inspired and motivated to start creating your own strategy.

In the meantime, here are a few final tips.

#1 Gør dine mobil-beskeder personlige

En succesfuld SMS- og RCS-strategi består kun af beskeder, der er relevante for modtageren. This means that the right message is delivered at the right time.

You can ensure this by using the data you have about your customers' buying behaviour. Data that tells you, for example, how far a consumer has travelled on your website. Did they leave the basket without paying, have they browsed a certain product more than three times, do they always shop after 8pm etc.

Ved hjælp af sådan data kan du oprette automatiske beskeder, som sørger for at det rette budskab kommer ud til den rette modtager på det bedste tidspunkt alt afhængig af brugerens adfærd. Det skal du naturligvis også tage højde for, når du udarbejder din Black Friday-kampagne.

Eksempler på, hvordan du kan personliggøre dine beskeder:

• Refer to your recipient by their first name.
• Customise the message according to the recipient's geographical location (e.g. if you hold physical events or have special offers in stores).
• Customise offers and send personalised recommendations based on previous purchases.
• Respect the recipient's time zone and any content preferences (if you have collected this data).
• Take extra care of your loyal customers with special offers and events.

#2 Respect your recipients


Når en ny forbruger siger “ja tak” til at modtage SMS og RCS fra din virksomhed, er det et tegn på tillid og oprigtig interesse. You need to honour that trust by only sending messages that are actually relevant and interesting to your recipient.

Du må huske på, at beskeder sendtdirekte til mobilen sendes til en langt mere personlig kanal end de fleste andre. Det er derfor, det virker så godt – men det betyder også, at det er vigtigt ikke at sende for mange eller “ligegyldige” beskeder. Det kan nemlig ende med at skabe frustration hos modtageren frem for interesse, og til sidst resultere i en afmelding fra din mobilliste.

As a rule of thumb, you shouldn't send messages before 8am or after 9pm (in your recipient's time zone) unless they are very important. For example, Black Friday can be the exception to the rule, but do it wisely.

#3 Consider whether emojis and links enrich your message

It is often discussed and debated whether you should use emojis in your text messages. The answer to the question will vary depending on who you ask.

Du kan læse vores take på problemstillingen i indlægget om emojies i SMS.

Fordi emojis ikke beviseligt øger konverteringen, og i øvrigt er dyre at sende, vil vi som udgangspunkt anbefale, at du i stedet benytter links i dine Black Friday SMS-beskeder. A link can direct your recipient to the part of your website you want. For example, a landing page made specifically for your Black Friday offers.

Vil du gerne bruge mere visuelle greb som billeder og emojis, bør du i stedet sende RCS-beskeder, hvor dette netop er en mulighed.

#4 Be specific in your messages and remember a CTA

An SMS message is limited in the number of characters that can be written. Sending valuable SMS messages can therefore be an exercise in itself. When creating your Black Friday SMS strategy, you should make your messages as specific as possible. Det gælder også RCS-beskeder, selvom du her ikke er ligeså begrænset i antallet at tegn. Begge beskeder lander i samme indbakke på mobilen, og bør derfor holdes relativt korte med et let aflæseligt budskab.

Husk også at have en tydelig CTA (Call to Action) så dine modtagere ved, hvad de skal gøre, når de har læst din besked. When your recipients know what products and offers they can get their hands on, where and when, they are more likely to make a purchase.

#5 Ask for feedback after Black Friday

Thank your customers for shopping with you during Black Week and ask them for feedback. Are they happy with their purchase, did they have problems shopping on Black Friday or did everything go smoothly?

Data som denne er helt essentiel for din forretning og jeres fremtidige marketing-strategi. Du kan for eksempel bede om feedback ved at åbne op for svar på SMS og her bede modtageren bedømme deres oplevelse på en skala fra 1-10. Du kan også sende et link til et kort spørgeskema, eller indlede en dialog på RCS. Der er mange måder at bede om feedback.

Tilbage er der blot at ønske dig held & lykke med din egen Black Friday-strategi!