If there’s one thing we know about BFCM, it’s that chaos reigns, and that’s exactly when smart, simple SMS (and MMS) tactics can steal the show. In our recent webinar “BFCM SMS That Works: Real Wins, Fails & Quick Fixes,” Tall Bob’s Amy Lowther setting the stage with practical insights and Karl Deitz leading the conversation alongside Alex Coussy from Coucou Marketing and Justin Bausch from Style My Wall.
Together, they unpacked what really works when the pressure’s on, from the small details that drive click-throughs to the simple fixes that turn BFCM madness into meaningful customer engagement.
Spoiler: it’s not always the flashy stuff.
Before we jump in, here are five quick takeaways that shaped the conversation and should shape your next campaign too:
- Clean data = cleaner ROI. Bad numbers cost money.
- Early access lists crush. Build hype and reward loyalty.
- Test creative, not luck. GIFs, placement, and message order matter.
- SMS + Email = Power combo. Let your channels support each other.
- Details win. Short, clear, timely beats clever and cluttered every time.
Let’s unwrap how these insights came to life straight from the experts who’ve been there, done that, and delivered results.
And as the session’s moderator, Karl prompted everyone that this year’s BFCM isn’t just busy… it’s bigger.
This year, Black Friday and Cyber Monday sales are projected to hit around $6.4 billion at about 4% higher than last year. That’s why getting the strategy right matters more than ever.
– Karl Deitz, Head of Customer Strategy at Tall Bob
The BFCM SMS Reality Check
Amy kicked things off with a reminder that most brands still underestimate what MMS can do for engagement.
One recent customer A/B test found the click-through rate was boosted by 50%, and the opt-outs were reduced by 66%. The GIF being the only difference between those two.
– Amy Lowther, Account Success Manager at Tall Bob
It’s proof that small creative choices can make a big difference when inboxes (and phones) are flooded.
Her advice? Make your channels work together. “Start to prime the journey with email, then hit them with SMS once you’re live.” Simple sequencing can turn one-and-done messages into real customer journeys.
Lessons from the Trenches: Clean Data, Smart Segments & Small Details
Justin didn’t sugarcoat it, with the biggest payoff coming from the least glamorous task.
When we worked with Amy and the team at Tall Bob to clean our data before Black Friday, the ROI was much more impactful and doing that work really paid off.
– Justin Bausch, CEO & Founder at Style My Wall
He also had a word of caution for anyone automating too much or personalising too fast: “It’s not a matter of if you’re going to make a mistake, but when. Always triple check, especially when using personalisation.”
Meanwhile, Alex agreed and reminded everyone that big returns don’t always come from big moves, but often from the basics done right.
The most obvious low-effort, high-return play is abandoned cart or browse message. Simple to set up, but they work.
– Alex Coussy, Founder at Coucou Marketing
His secret weapon for retention and revenue? “Build your VIP early access list before Black Friday. One client last year made 80% of their total BFCM revenue from that one early access send.”
And when it comes to crafting the perfect SMS, Alex adds, “Talk to your copywriter, test your messages, keep your key message up top. It’s small details like that that make a big difference.”
Make It Work (and Make It Yours)
BFCM isn’t about doing everything. It’s about doing the right things — clean data, thoughtful timing, clear creative, and genuine customer engagement. The brands that win are the ones that test, learn, and refine constantly.
That’s where we come in. At Tall Bob, we help brands connect the dots across SMS and MMS, from design and data to delivery and performance, so every message lands with impact.
Big thanks to Karl for steering the session and keeping the conversation grounded, and to Amy, Alex, and Justin for bringing their firsthand experiences and tactics that every retail and ecommerce brand can learn from.
Because when it comes to BFCM, it’s not about being louder. It’s about being sharper, cleaner, and more connected with your audience.
Ready to turn insight into action?
🎥 Catch the on-demand replay for more real-world lessons from the brands doing BFCM right.