Q4 is peak season for e-commerce. Black Friday, Cyber Monday, holiday shopping, and a long list of smaller events mean that customers are more ready to buy – but also that the competition for their attention is greater.
That is why having a good Black Friday campaign ready isn't enough. If you want to get the most out of SMS in Q4, the channel needs to be integrated into the entire period.
A good Q4 SMS strategy starts before Black Friday, works actively during the major campaign days, and continues into December.
In this article, you'll find practical ideas for using SMS marketing throughout Q4 – from Halloween and Singles Day to Black Friday, Cyber Monday and the Christmas sales.
Why use SMS marketing in Q4?
In Q4, virtually all marketing channels are under pressure. Inboxes are flooded with newsletters, ads compete for the same attention, and on the biggest sales days, almost every brand sends out campaigns at once.
This is where SMS is an effective supplement to your other marketing. SMS lands directly on the customer's mobile, and the recipient has already given you permission to contact them. This makes the channel particularly relevant when the message is time-sensitive or requires quick action.
If, for example, you have an offer that is only valid for three hours, SMS is an obvious way to tell the customer about it while the offer is active. This is because 95% of all SMS messages are opened within five minutes of receipt – your offer is therefore actually seen while it is still active.
The same applies if you want to give your most loyal customers early access to Black Friday.
Mobile plays a central role in Q4
Danes are increasingly shopping from their mobiles. In 2024, 70% of Black Friday transactions were, according to Salesforce , made via mobile, and mobile also had a 12% higher conversion rate than desktop.
This makes SMS interesting in a Q4 strategy: You reach the customer on the device where many already prefer to shop.
At the same time, SMS does not have to stand alone. Email, paid social, Google Ads, and other channels can be used to create awareness, while SMS supports the most important messages with reminders, exclusive offers, and time-sensitive communication.
When should you use SMS in Q4?
A classic mistake is waiting until Black Friday to use SMS. Then you only start collecting permissions and communicating with customers when the competition for attention is already at its peak.
Instead, think of your SMS strategy as a cohesive Q4 journey:
- October: Build your SMS list and test your flows. Halloween can be a great opportunity to drive engagement.
- November: Use Singles Day, Black November, and Black Friday for campaigns, early access, and exclusive offers.
- Cyber Monday: Use SMS for short, time-sensitive online deals.
- December: Shift your focus to Christmas gifts, deadlines, and last-chance delivery reminders.
This doesn't mean you have to send SMS messages every week. The point is to decide in advance when SMS makes sense and what value it should provide.
5 SMS strategies you can use in Q4
SMS doesn't just have to be a channel for discount codes. You can also use it for exclusive access, reminders, time-limited offers, and engaging loyal customers.
Read also: 15 effective SMS strategies for your Black Friday
1. Use Halloween to drive engagement
Halloween can be a great opportunity to run a campaign that stands out from standard discount-focused communication.
For example, this could be a themed campaign, a contest, or a live shopping session where SMS is used as a reminder shortly before you go live.
2. Offer an exclusive discount on Singles Day
Singles Day is less established in Denmark than Black Friday, but it can be interesting for brands in sectors like beauty, fashion, and lifestyle.
An exclusive SMS discount can be simple:
The most important thing is that the recipient has a clear reason to open the message and take action now.
3. Provide early access to Black Friday
Black Friday is one of those days where almost every brand is fighting for the customer's attention.
With early access, you can give selected customers access to your offers before they become publicly available. This could, for example, be loyal customers or people who have specifically signed up for your Black Friday communications.
In this way, you give the recipient a concrete reason to be on your SMS list.
4. Use flash deals on Cyber Monday
Cyber Monday has a natural focus on online shopping, which makes the day ideal for time-limited offers.
If, for example, you launch an offer that is only valid for one hour, SMS can inform the customer about the offer while it is actually active.
Timing is crucial here. The more time-sensitive the offer, the closer to the offer period the SMS should be sent.
5. Use urgency for Christmas sales
Once Black Friday and Cyber Monday are over, Q4 is far from finished.
In December, customers' needs change. The focus shifts to buying Christmas gifts in time, which makes deadlines and last-chance reminders ideal reasons to send an SMS.
For example, you can communicate:
- Last chance for delivery before Christmas
- Today only
- The offer expires at 10 PM
- Order by tomorrow at the latest for delivery before Christmas Eve
It is not about pressuring the customer unnecessarily, but about making the deadline clear.
SMS doesn't always have to sell with a discount. Sometimes the most important message is simply when the customer needs to take action.
How SMS works with the rest of your Q4 strategy
SMS should not be seen as a replacement for email or advertising. Different channels serve different purposes.
Email is ideal for longer content, inspiration, and product presentations. Paid social and other advertising channels can create demand and reach new customers. SMS is particularly well-suited for messages where timing and visibility are key.
An example of a cohesive flow could be:
- Advertising: Build awareness for your Black Friday campaign.
- Email: Share more details about the offers and showcase the products.
- SMS: Give your subscribers early access or send a reminder when the offer starts.
- SMS: Send a last-chance message as the offer nears its end.
This gives SMS a clear role in the campaign instead of making it just another channel where the same message is sent.
Plan your Q4 SMS strategy in advance
Q4 moves fast once it gets going. That’s why you shouldn't be sitting there the day before Black Friday trying to decide what to send.
Start by marking the most important dates on your calendar:
- Halloween
- Singles Day
- Black November
- Black Friday
- Cyber Monday
- Holiday shopping
- Last order dates for Christmas delivery
Then decide how SMS will be used on each of the specific dates.
You don't need to use all the strategies. Choose the ones that fit your business, your customers, and the rest of your Q4 plan.
Remember the most important SMS best practices
Once the campaign plan is in place, there are a few practical things you should have under control:
One clear message
Choose the most important message and make it easy to understand.
One clear CTA
Make it clear what the recipient needs to do.
Clear sender identity
The recipient should never be in doubt about who the SMS is from.
Segment your recipients
Send relevant campaigns to relevant recipients.
Use link tracking
Monitor how your campaign performs so you can optimize future sends.
Send in batches for large campaigns
If you expect high traffic from an SMS, sending in batches gives you a better opportunity to monitor the traffic.
Plan your timing
A flash deal requires different timing than an offer that lasts the entire weekend.
Remember the opt-out option
The recipient must always have the option to unsubscribe.
Test your setup
The worst time to discover a technical issue is after the campaign has already been sent. Therefore, test your integrations, links, flows, and webshop.
Remember the opt-out option
The recipient must always have the option to unsubscribe from SMS marketing.
Read also: Guide to the perfect SMS message
Don't just use SMS on Black Friday
Once Q4 begins, things move fast. Halloween turns into Black Friday, which suddenly becomes Cyber Monday, and then the holiday shopping season is upon us.
That is why our best advice is: Don't wait until Black Friday to incorporate SMS into your marketing.
Look at the entire Q4 and choose the moments where an SMS can actually make a difference for your customers. Perhaps it's a Halloween campaign to collect permissions, early access to the year's biggest Black Friday deals, or a friendly reminder that a Christmas gift needs to be ordered today to arrive on time.
You don't necessarily need to send more SMS messages. You just need to send them at the right times, with a clear idea of what they should achieve.
Get the dates in your calendar now, while you still have some breathing room. Your December self will thank you.
FAQ: Q4 SMS strategy
It is never too late to get started. Begin by setting up your core flows while simultaneously working on collecting more permissions. This way, you can continuously build your list in the lead-up to your most important sales days.
Cyber Monday is the perfect opportunity for flash deals and other time-sensitive online offers. You can use SMS to notify recipients about the deal while it’s still active.
Early access, exclusive offers, product recommendations, reminders, and last-chance messages are obvious opportunities. The most important thing is that the SMS has a clear purpose and a distinct CTA.
Also read our guide to Black Friday SMS strategy.
You should start as early as possible – especially if you haven't built an SMS list yet. For example, start with a welcome SMS and use Q4 to continuously collect new permissions.
Yes. In December, deadlines, gift ideas, and last-chance delivery dates are perfect reasons to send SMS messages. For example, you can remind customers of the final order deadline for delivery before Christmas.
Read also SMS during the holidays for more ideas.
Yes. SMS works well alongside your other marketing channels. Use email for more in-depth content, and SMS for time-sensitive messages, reminders and exclusive offers.
