Laura is the Senior Content Marketing Manager at Postscript. She has spent the past decade working in ecommerce. When she isn't writing about her favorite topic (marketing) or listening to podcasts about her other favorite topic (ecommerce), she's hanging out with her two sons on an island off the coast of Maine.
5 Conversations to Have Now to Warm Up Your SMS List for BFCM
Black Friday and Cyber Monday are just around the corner, and while your campaign planning might be in full swing, there's one crucial element that often gets overlooked: the temperature of your SMS list. Sending high-volume promotions to a cold list can lead to low engagement, unsubscribes, and missed revenue opportunities.
This is where conversational SMS becomes your secret weapon. By initiating thoughtful, two-way interactions now, you can warm up your subscribers, gather invaluable zero-party data, and ensure your BFCM messages land with maximum impact.
Here are five essential conversations to have with your subscribers today to make sure your list is piping hot and ready for the holiday rush:
1. The "Getting to Know You" Welcome (or Re-Engagement)
Collect preferences, understand interests, and make your subscribers feel valued from the start (or re-engage dormant ones).
If you have new subscribers, your welcome flow is the perfect place to start. Ask them a quick question at some point within the flow. For example:
"Hey [Name]! Welcome to [Your Brand]! To help us send you the best texts, what are you most interested in? Reply with 1 for sales, 2 for new drops, or 3 for random founder musings."
For older, less engaged segments: "It's been a while! We're prepping for some exciting holiday deals. Are you still interested in hearing from us? Reply YES to stay subscribed and tell us what you're hoping to find this BFCM!"
Why it works: This immediately establishes a two-way street. You're not just broadcasting; you're listening. The data you collect here is gold for segmenting your BFCM campaigns.
2. The "Pre-Sale Hype & Interest Check"
Build anticipation for BFCM, identify high-intent shoppers, and gauge specific product interest.
Don't wait until BFCM to hint at your deals. Start building excitement now and use it as an opportunity to segment your audience.
"Psst... BFCM is coming! We want your help in deciding what we should put on sale in a BIG way. What's on your wishlist this year? Reply with a product type (shoes, pants, socks) or a specific product name!"
"Get ready! Our biggest sale of the year is approaching. Want early access or a sneak peek at our BFCM offers? Reply 'YES' for exclusive updates!"
Why it works: You're creating a sense of exclusivity and urgency. More importantly, you're identifying who is actively thinking about purchases, allowing you to prioritize and tailor your BFCM sends.
3. The "FAQ Deflection & Problem Solver"
Proactively address common customer concerns, build confidence, and reduce support tickets during the busiest time of the year.
Many customers have questions about shipping, returns, sizing, or product details before making a purchase. Address these before BFCM to smooth the path to conversion.
"Quick question! As BFCM approaches, we want to make sure you're ready. What's your biggest question about shopping with us (e.g., 'shipping,' 'returns,' 'sizing')? We're here to help!"
"Thinking about a big purchase? Our FAQ is here to help! If you have specific questions about [Product Category], just reply to this message and our team can assist!"
Why it works: By providing answers now, you remove potential friction points that could lead to abandoned carts during BFCM. It also positions your brand as helpful and customer-centric.
4. The "Personalized Product Discovery"
Goal: Offer tailored recommendations based on past behavior or expressed interests, driving confidence in their purchase decisions.
Leverage any data you've already collected (from previous purchases, browsing history, or earlier conversations) to offer personalized suggestions.
"Based on your recent interest in [Product Category], we think you'd love [Specific Product A] or [Specific Product B]. Which one catches your eye?"
"Need help picking the perfect gift this holiday season? Tell us who you're shopping for (e.g., 'dad,' 'best friend,' 'myself!'), and we can send some ideas!"
Why it works: Personalization makes your messages feel less like a blast and more like a helpful friend. It guides customers directly to products they're likely to convert on.
5. The "Engagement & Feedback Loop"
Goal: Show your subscribers their opinion matters, foster loyalty, and gather insights for future campaigns.
A simple check-in can go a long way in building rapport and keeping your list warm.
"We're always looking to improve! What kind of content would you love to see from us in the coming weeks? (e.g., 'new arrivals,' 'style tips,' 'behind the scenes')."
"We hope you're having a great week! What's one thing you love about [Your Brand]?"
Why it works: This conversation isn't directly about selling, but it builds a stronger relationship. Engaged subscribers are more likely to open, click, and convert when BFCM rolls around.
Conversations outlast campaigns. By investing in these two-way interactions now, you're not just warming up your list; you're building a foundation of engaged, informed, and loyal subscribers who are ready to convert when your BFCM deals drop. Start talking, start listening, and get ready for your best BFCM yet!
