Black Friday 2025: The hottest trends and 8 tips to maximize your sales with Rule

Black Friday is the biggest sales period of the year, and with the latest trends in digital marketing, there are many ways to maximize the impact of your campaigns. Here we have gathered the best tips on email, SMS and digital communication to help you reach more customers and increase your sales.

1. Mobile optimization and user-friendly design

Did you know that almost half of all Black Friday sales are done on mobile? A smooth mobile experience is a must! So no heavy, slow-loading pages, and customize the design so that buttons, images and text are clear even on smaller screens. With our new editor, you can easily customize your emails for mobile and preview them directly in mobile view, so you know exactly how your campaigns look in your customers’ pockets.

Tip: Make sure that important offers and CTA buttons are easily accessible without the customer having to scroll too much.

2. "Buy now, pay later" (BNPL) is growing fast

The option to pay later has become increasingly popular, especially among younger consumers. Studies show that using BNPL solutions increases conversions and attracts more customers, especially during major promotional periods like Black Friday. So make sure you have that option in place during Black Friday to avoid losing important sales.

Tip: Promote “Buy now, pay later” options in your email and SMS campaigns to reduce the purchase threshold.

3. Personalization and segmentation

Personalized communication is one of the most effective strategies to increase open and click-through rates. Research shows that 80% of consumers prefer to receive personalized offers, and Black Friday is a golden opportunity to do so! With Rule’s smart integrations you can segment and align campaigns with everything from past purchases to behaviors. A tailored campaign shows that you know what the customer actually wants, and it often drives both engagement and conversion.

Tips: Create automatic feeds in Rule that trigger personalized Black Friday offers for customers based on their latest purchase or engagement.

4. Combine RCS with email for an omnichannel strategy

Want to reach customers right where they are? SMS and email marketing combined is a great way to create a seamless, ‘I must have it’ experience. Our SCR The SMS service is like , but with images, videos, buttons and everything you can think of – perfect for encouraging and reminding about limited time offers. A synchronized promotional strategy makes the customer feel in control, and in a hurry to buy!

But why stop at just SMS and email? With Rule Omnireach you can reach customers through an even wider range of channels, including Meta, TikTok and Google. This means you can create a cohesive, multi-platform customer journey, where each touchpoint reinforces the message and makes the customer feel even more engaged. Whether they’re scrolling through social media or searching on Google, they’ll see your brand and have a holistic experience that increases both interest and willingness to buy.

Tip 1: Activate an automatic SMS email sent out a few hours before the offer expires to remind customers who have not opened the email.

Tip 2: Take the opportunity to reach and engage those customers who have unsubscribed from receiving newsletters , in other channels such as Meta, TikTok and Instagram.

5. Eco-friendly and ethical offers are gaining popularity

More and more consumers, especially young people, are looking for companies that care about the environment. Sure, Black Friday can feel a bit contradictory, but why not use it as a chance to highlight your sustainable products or carbon offsets? It’s a chance to build loyalty among customers looking for conscious choices.

Tips: Promote your sustainable products and how you take responsibility. Make it clear that customers can shop with a clear conscience!

6. Clear and time-limited offers

A characteristic of Black Friday is that it creates a sense of urgency. With clear, limited-time offers, you can create a “fear of missing out” (FOMO) that drives purchases. And remember, Black Friday is also known for abandoned shopping baskets, so reminders work wonders here!

Tips: As many people abandon their shopping carts during Black Friday, a reminder can be crucial to save sales. With Rule you can set up automated email and SMS feeds that remind customers about their cart and offer a limited-time special discount if they complete the purchase. Also, try combining the abandoned cart feed with SMS, to further reduce friction and help the customer get back to their cart!

7. Cooperation with relevant loyalty program integrations

Black Friday is a perfect time to build customer loyalty. Use a loyalty program to reward returning customers – offer bonus points or a special discount for the faithful. Do you have a points system? Increase incentives during Black Friday, so customers get double points and feel extra appreciated.

Tips: With Rule and the right partners, building customer loyalty is easy. Run an exclusive loyalty offer where customers who shop on Black Friday get double points. An easy way to increase visibility is to promote this both via email and SMS, then you maximize visibility!

8. Inform customers in advance and build anticipation for Black Friday

According to the Sinch Global Email Engagement Survey 2023, a whopping 57% of consumers said they prefer to receive information about discounts in advance. In fact, over a third want to be notified of discounts and offers as early as possible, giving you a unique opportunity to build anticipation for Black Friday. Starting now by sending out teasers via email and SMS can engage your customers and create a sense of excitement, perfect for keeping them ready for the upcoming deals.

Tip: Create a countdown or “sneak peek” campaign where you gradually reveal parts of your offers, and you’ll keep your customers engaged and ready to strike right when Black Friday starts!

With Rule by your side, you can create a Black Friday that really delivers!

By combining these tips, you can make your Black Friday the sales success of the year. So what have we learned today? Well you will: Adapt your campaigns to customer behavior, show that you have their needs in mind, and make it easy to click through to purchase. Let us at Rule help you create a Black Friday that really converts!