Black Friday 2025: the secret lies in omnichannel retail

In the chaos of Black Friday / Cyber Monday (BFCM), success doesn’t come from shouting louder: it comes from sounding smarter.

Today, the most effective brands build an omnichannel strategy where email, SMS, social, web, and app work together to deliver a seamless experience.

According to Klaviyo, brands combining email and SMS marketing saw an average +20% YoY revenue growth during BFCM 2024.‍

Omnisend adds that integrated campaigns generate up to 47% higher conversions compared to single-channel efforts.

Why you need an omnichannel approach (not just email)

• Inbox overload: during BFCM, only one in five emails gets opened (Pushwoosh).
• Mobile dominance: users shop mainly on smartphones, short, timely messages drive engagement (Omnisend).
• Power of SMS: with open rates reaching 98%, SMS remains one of the most impactful BFCM channels (Textedly).
• Scalable automation: automated flows coordinate email, SMS, and push messages based on behavior, improving relevance and speed (Salesmate).

5 omnichannel strategies to launch right now

Before we begin, here is a key principle: there are no separate channels, but rather integrated experiences that reinforce each other.

And where every point of contact — from email to text message, from website to retail — contributes to building a consistent and recognisable path for the user.

1. Synced segmentation

Build shared segments across email and SMS using browsing, purchase history, and lifetime value.

Example: teaser email → exclusive SMS → in-app reminder.

2. Smart automated flows

Combine triggers like “abandoned cart” or “browse but no purchase.”

Example: Send an email after one hour, SMS after three, and a push the next day, a smooth, connected sequence (Retainful).

3. Right timing, right channel

Use email for detailed offers, SMS for urgency (“last chance,” “exclusive code”), and push for real-time reminders.

4. Personalization & message consistency

Align tone, visuals, and offers across channels. Personalized campaigns show a 29% higher CTR on average (Omnisend).

5. Real-time analysis & optimization

Track performance across all channels and adapt fast.

Brands adjusting strategy mid-BFCM see an 18% uplift in average conversion rates (Retainful).

Pre-launch essentials

• Update and verify lists: ensure active, compliant contacts.
• Create omnichannel teasers: consistent tone and visuals across all touchpoints.
• Set up integrated automations: welcome, countdown, reminder flows.
• Test everything: subject lines, SMS timing, landing pages, and visuals.

After BFCM: keep the relationship alive

The journey doesn’t end at checkout.

Send thank-you emails, follow-up SMS, and loyalty invites.

Analyze cross-channel performance and design new post-event automations.‍

Klaviyo found that customers engaged across multiple channels during BFCM show a 30% higher retention rate over the next six months.

Black Friday 2025 omnichannel, in short

The future of Black Friday is omnichannel and automated.

Combine email, SMS, and automation into one seamless flow to amplify reach, increase personalization, and strengthen customer loyalty.