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An authentication code that arrives after the customer has given up buying something is much less impressive.",[],{"_key":519,"_type":240,"children":520,"markDefs":525,"style":248},"cc64c826366a",[521],{"_key":522,"_type":244,"marks":523,"text":524},"633ee659353b",[],"For high-volume messaging, it is worth discussing with your provider how promotional and time-sensitive traffic is handled and whether they can be separated or prioritised. Guidance for large-scale SMS systems specifically recommends planning around both traffic volume and the delivery window each use case requires.",[],{"_key":527,"_type":240,"children":528,"markDefs":533,"style":248},"88d5d4590166",[529],{"_key":530,"_type":244,"marks":531,"text":532},"d32a06eb5f33",[],"This is one of those bits of campaign planning that Marketing, Ecommerce, Product and whoever owns the messaging platform probably need to discuss. 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Think about when the messages enter the queue",[],{"_key":543,"_type":240,"children":544,"markDefs":549,"style":248},"fd254a6f5f72",[545],{"_key":546,"_type":244,"marks":547,"text":548},"d221c6cedfdc",[],"Everyone (particularly marketers) like a nice round campaign time.",[],{"_key":551,"_type":240,"children":552,"markDefs":557,"style":248},"02380c49e19c",[553],{"_key":554,"_type":244,"marks":555,"text":556},"6364b7b2d474",[],"9:00am, 10:00am, Midday.",[],{"_key":559,"_type":240,"children":560,"markDefs":565,"style":248},"637fbc64ef85",[561],{"_key":562,"_type":244,"marks":563,"text":564},"e35ba8b5ca84",[],"Annoyingly, so does everyone else.",[],{"_key":567,"_type":240,"children":568,"markDefs":573,"style":248},"285659ba3bb9",[569],{"_key":570,"_type":244,"marks":571,"text":572},"86dc019d0090",[],"Some messaging providers explicitly recommend staggering large Black Friday sends or avoiding the start of the hour during particularly busy periods. Bandwidth's 2026 guidance, for example, advises customers to consider sending outside expected peak periods and away from exact hour marks to reduce competition for network capacity.",[],{"_key":575,"_type":240,"children":576,"markDefs":581,"style":248},"e628421a244d",[577],{"_key":578,"_type":244,"marks":579,"text":580},"bb33d1a40b60",[],"That doesn't mean there is one universally perfect Black Friday send time.",[],{"_key":583,"_type":240,"children":584,"markDefs":589,"style":248},"eb3bc24b409e",[585],{"_key":586,"_type":244,"marks":587,"text":588},"17f3debc5f88",[],"It means timing decisions should consider the infrastructure behind the campaign as well as the marketing calendar in front of it.",[],{"_key":591,"_type":240,"children":592,"markDefs":597,"style":412},"f01690b17483",[593],{"_key":594,"_type":244,"marks":595,"text":596},"e3dcbcf1ea45",[325],"5. Decide what you're going to watch once the campaign starts",[],{"_key":599,"_type":240,"children":600,"markDefs":605,"style":248},"3a3b6f6fcb5c",[601],{"_key":602,"_type":244,"marks":603,"text":604},"5cab784dec67",[],"A submitted campaign is not the same as a delivered campaign. So, before you launch, decide which numbers you’ll be monitoring.",[],{"_key":607,"_type":240,"children":608,"markDefs":613,"style":248},"9c1d00eb1c13",[609],{"_key":610,"_type":244,"marks":611,"text":612},"0e43857551e1",[],"We’ve pulled together a number of questions we’d consider if we were to send our Black Friday SMS campaign: How many messages were submitted? How many were delivered? How many failed? Are delays increasing? Are particular destinations behaving differently? And, perhaps most importantly, who is paying attention if something starts looking odd?",[],{"_key":615,"_type":240,"children":616,"markDefs":621,"style":248},"0294939a2a07",[617],{"_key":618,"_type":244,"marks":619,"text":620},"9ab2a9edefac",[],"Messaging platforms can provide delivery events and reporting that show what happened after a message left your system. AWS, for example, distinguishes between messages sent and messages confirmed as delivered when monitoring SMS traffic.",[],{"_key":623,"_type":240,"children":624,"markDefs":629,"style":248},"9f23d367c7b4",[625],{"_key":626,"_type":244,"marks":627,"text":628},"2226c84b3337",[],"Acudo takes a similar practical approach: understand the contact data before the send, then use messaging reporting to understand what happened afterwards.",[],{"_key":631,"_type":240,"children":632,"markDefs":637,"style":248},"56e44b35a0cc",[633],{"_key":634,"_type":244,"marks":635,"text":636},"3c6408a6eda1",[],"The two areas are separate, but they belong in the same conversation.",[],"A practical Black Friday SMS readiness checklist",{"_type":251,"icon_position":174,"link_type":7},{"_type":342,"include_section_padding_bottom":173,"include_section_padding_top":173,"section_padding_bottom":343,"section_padding_top":344},{"_type":346,"theme":347},{"_type":349,"width":350},{"_key":644,"_type":263,"content":645,"cta":688,"spacing":689,"theme":690,"width":691},"bdc6a1710794",{"text":646,"title":687},[647,655,663,671,679],{"_key":648,"_type":240,"children":649,"markDefs":654,"style":248},"f722ce425aea",[650],{"_key":651,"_type":244,"marks":652,"text":653},"019c087ef350",[],"Number validation isn't a cure for every SMS delivery problem (and if anyone claims it is, be suspicious).",[],{"_key":656,"_type":240,"children":657,"markDefs":662,"style":248},"302115eb056f",[658],{"_key":659,"_type":244,"marks":660,"text":661},"f5cba809093a",[],"What it can do, however, is help remove avoidable uncertainty before a large campaign starts.",[],{"_key":664,"_type":240,"children":665,"markDefs":670,"style":248},"f7de54f81f4b",[666],{"_key":667,"_type":244,"marks":668,"text":669},"ad419beb8496",[],"If you know that part of your CRM contains numbers that are inactive, the wrong type, incorrectly formatted or otherwise unlikely to be useful, you can make a better decision about whether they belong in the campaign at all.",[],{"_key":672,"_type":240,"children":673,"markDefs":678,"style":248},"7a818940b4bc",[674],{"_key":675,"_type":244,"marks":676,"text":677},"682b1ab4c8a2",[],"This matters commercially too. Sending more messages is not the same as reaching more customers.",[],{"_key":680,"_type":240,"children":681,"markDefs":686,"style":248},"bc7784cd022a",[682],{"_key":683,"_type":244,"marks":684,"text":685},"ae485c08151c",[],"For a marketing team, the interesting number isn't “How many contacts did we send to?” It's “How many useful customer contacts did we have to begin with?”",[],"Where does number validation fit in Black Friday SMS?",{"_type":251,"icon_position":174,"link_type":7},{"_type":342,"include_section_padding_bottom":173,"include_section_padding_top":173,"section_padding_bottom":343,"section_padding_top":344},{"_type":346,"theme":347},{"_type":349,"width":350},{"_key":693,"_type":263,"content":694,"cta":729,"spacing":730,"theme":731,"width":732},"ce54c69a421d",{"text":695,"title":728},[696,704,712,720],{"_key":697,"_type":240,"children":698,"markDefs":703,"style":248},"bc9cc36bb599",[699],{"_key":700,"_type":244,"marks":701,"text":702},"14ae10806153",[],"Black Friday will generate a lot of information about the health of your customer data, so make sure you don’t lose it; use it.",[],{"_key":705,"_type":240,"children":706,"markDefs":711,"style":248},"0f25e9394905",[707],{"_key":708,"_type":244,"marks":709,"text":710},"f0ccf44f336d",[],"That doesn't mean immediately deleting every number attached to a failed message. Delivery can fail for temporary reasons too, and an active number can occasionally be unreachable.",[],{"_key":713,"_type":240,"children":714,"markDefs":719,"style":248},"36ad5fae2d27",[715],{"_key":716,"_type":244,"marks":717,"text":718},"0a1a369779ad",[],"But repeated failures, invalid records and obvious data-quality problems should feed back into the CRM rather than being forgotten once the campaign report has been presented.",[],{"_key":721,"_type":240,"children":722,"markDefs":727,"style":248},"051ed8b311ff",[723],{"_key":724,"_type":244,"marks":725,"text":726},"f056d6cd6f3f",[],"Otherwise the same records will quietly reappear in the Christmas campaign. And then the January sales. And even next Black Friday.",[],"Don't waste the post-delivery data",{"_type":251,"icon_position":174,"link_type":7},{"_type":342,"include_section_padding_bottom":173,"include_section_padding_top":173,"section_padding_bottom":343,"section_padding_top":344},{"_type":346,"theme":347},{"_type":349,"width":350},{"_key":734,"_type":263,"content":735,"cta":835,"spacing":836,"theme":837,"width":838},"83a0ab6aeca4",{"text":736,"title":834},[737,745,754,762,770,778,786,794,802,810,818,826],{"_key":738,"_type":240,"children":739,"markDefs":744,"style":248},"d48b052a7c47",[740],{"_key":741,"_type":244,"marks":742,"text":743},"5397dc9b7468",[],"Before your campaign goes live, make sure somebody can answer these questions:",[],{"_key":746,"_type":240,"children":747,"level":289,"listItem":752,"markDefs":753,"style":248},"784b45ba6381",[748],{"_key":749,"_type":244,"marks":750,"text":751},"3d16dbf2f26c",[],"How many phone numbers are we actually planning to contact?","bullet",[],{"_key":755,"_type":240,"children":756,"level":289,"listItem":752,"markDefs":761,"style":248},"64122f742467",[757],{"_key":758,"_type":244,"marks":759,"text":760},"e6fb24f288b9",[],"When were they last checked?",[],{"_key":763,"_type":240,"children":764,"level":289,"listItem":752,"markDefs":769,"style":248},"711667397d13",[765],{"_key":766,"_type":244,"marks":767,"text":768},"7267d656a74a",[],"Do we know whether they're suitable for SMS?",[],{"_key":771,"_type":240,"children":772,"level":289,"listItem":752,"markDefs":777,"style":248},"9bd793dcbd90",[773],{"_key":774,"_type":244,"marks":775,"text":776},"cd2d7258ba8a",[],"What volume are we expecting to send?",[],{"_key":779,"_type":240,"children":780,"level":289,"listItem":752,"markDefs":785,"style":248},"789febb042d0",[781],{"_key":782,"_type":244,"marks":783,"text":784},"45ae2a952742",[],"How quickly do those messages need to arrive?",[],{"_key":787,"_type":240,"children":788,"level":289,"listItem":752,"markDefs":793,"style":248},"06b5780639dd",[789],{"_key":790,"_type":244,"marks":791,"text":792},"b611ed69235b",[],"Do we know the throughput available to us?",[],{"_key":795,"_type":240,"children":796,"level":289,"listItem":752,"markDefs":801,"style":248},"0a631f3b3ee7",[797],{"_key":798,"_type":244,"marks":799,"text":800},"436b83f7d7f1",[],"Are promotional and time-sensitive messages competing for the same capacity?",[],{"_key":803,"_type":240,"children":804,"level":289,"listItem":752,"markDefs":809,"style":248},"dbe086f68845",[805],{"_key":806,"_type":244,"marks":807,"text":808},"e18f1079a7ed",[],"Have we considered staggering the send?",[],{"_key":811,"_type":240,"children":812,"level":289,"listItem":752,"markDefs":817,"style":248},"fa6e2fd01ee4",[813],{"_key":814,"_type":244,"marks":815,"text":816},"3706dc04f282",[],"Who is monitoring delivery once the campaign starts?",[],{"_key":819,"_type":240,"children":820,"level":289,"listItem":752,"markDefs":825,"style":248},"783d69915e47",[821],{"_key":822,"_type":244,"marks":823,"text":824},"c5f617284c8d",[],"What will we do with failed or questionable records afterwards?",[],{"_key":827,"_type":240,"children":828,"markDefs":833,"style":248},"689e14fe1ede",[829],{"_key":830,"_type":244,"marks":831,"text":832},"3508e311f776",[],"Granted, none of these is as exciting as the Black Friday offer, but they'll become considerably more interesting if something goes wrong.",[],"The Black Friday SMS checklist",{"_type":251,"icon_position":174,"link_type":7},{"_type":342,"include_section_padding_bottom":173,"include_section_padding_top":173,"section_padding_bottom":343,"section_padding_top":344},{"_type":346,"theme":347},{"_type":349,"width":350},{"_key":840,"_type":263,"content":841,"cta":860,"spacing":861,"theme":862,"width":863},"749973009be1",{"text":842,"title":859},[843,851],{"_key":844,"_type":240,"children":845,"markDefs":850,"style":248},"a8b5db41cc92",[846],{"_key":847,"_type":244,"marks":848,"text":849},"43119d0bf6ab",[],"Black Friday puts a lot of attention on what customers will see: the offer, the copy, the landing page and the timing.",[],{"_key":852,"_type":240,"children":853,"markDefs":858,"style":248},"06235bc18baf",[854],{"_key":855,"_type":244,"marks":856,"text":857},"2c94951425ed",[],"The less visible bits deserve a check too. After all, discovering that your customer data or messaging setup wasn't quite ready after 200,000 messages have been submitted feels a little too late.",[],"Is your campaign really ready?",{"_type":251,"icon_position":174,"link_type":7},{"_type":342,"include_section_padding_bottom":173,"include_section_padding_top":173,"section_padding_bottom":343,"section_padding_top":344},{"_type":346,"theme":347},{"_type":349,"width":350},{"_key":865,"_type":263,"content":866,"cta":1000,"spacing":1001,"theme":1002,"width":1003},"d22584e77f2f",{"text":867},[868,877,885,892,899,907,915,931,938,946,954,961,969,977,984,992],{"_key":869,"_type":240,"children":870,"markDefs":875,"style":876},"7f7e4800f88f",[871],{"_key":872,"_type":244,"marks":873,"text":874},"b3ddac816559",[],"Frequently Asked Questions",[],"h3",{"_key":878,"_type":240,"children":879,"markDefs":884,"style":248},"89da5260044d",[880],{"_key":881,"_type":244,"marks":882,"text":883},"f0d3ae6ac471",[],"",[],{"_key":886,"_type":240,"children":887,"markDefs":891,"style":876},"2300c4dfc51b",[888],{"_key":889,"_type":244,"marks":890,"text":874},"ef292a640c5a",[325],[],{"_key":893,"_type":240,"children":894,"markDefs":898,"style":248},"30ef9815df38",[895],{"_key":896,"_type":244,"marks":897,"text":883},"c13128318c0a",[325],[],{"_key":900,"_type":240,"children":901,"markDefs":906,"style":248},"a106e22fb949",[902],{"_key":903,"_type":244,"marks":904,"text":905},"ae9485985754",[325],"What is bulk SMS throughput?",[],{"_key":908,"_type":240,"children":909,"markDefs":914,"style":248},"0ebf78dfa9d1",[910],{"_key":911,"_type":244,"marks":912,"text":913},"9b0f4c091ba3",[],"SMS throughput is the rate at which messages can be sent through a particular messaging setup, usually measured in messages or message parts per second. The available rate can vary depending on destination, sender type, provider and account configuration.",[],{"_key":916,"_type":240,"children":917,"markDefs":930,"style":248},"39aa5d16f6f3",[918,922,926],{"_key":919,"_type":244,"marks":920,"text":921},"4d2f7c1eb260",[],"\n",{"_key":923,"_type":244,"marks":924,"text":925},"e6cdf707f52c",[325],"Why are bulk SMS messages sometimes delayed on Black Friday?",{"_key":927,"_type":244,"marks":928,"text":929},"3fb3127c3842",[],"\nLarge volumes can exceed available throughput and create queues, while unusually high traffic across mobile networks can also contribute to delays. Black Friday and Cyber Monday are recognised peak messaging periods, and providers often introduce additional monitoring or capacity management around them.",[],{"_key":932,"_type":240,"children":933,"markDefs":937,"style":248},"71777b66680d",[934],{"_key":935,"_type":244,"marks":936,"text":883},"73680b78778d",[],[],{"_key":939,"_type":240,"children":940,"markDefs":945,"style":248},"3e973fc51a6a",[941],{"_key":942,"_type":244,"marks":943,"text":944},"b782b259d8ec",[325],"Should you validate phone numbers before a Black Friday SMS campaign?",[],{"_key":947,"_type":240,"children":948,"markDefs":953,"style":248},"90b6c429611f",[949],{"_key":950,"_type":244,"marks":951,"text":952},"7ce6ffaa53fe",[],"For large campaigns, checking the quality of the phone data beforehand can help identify avoidable problems such as invalid, inactive or unsuitable numbers. It won't prevent every delivery issue, but it can give you a cleaner starting point.",[],{"_key":955,"_type":240,"children":956,"markDefs":960,"style":248},"045a537de60d",[957],{"_key":958,"_type":244,"marks":959,"text":883},"7774d12c2726",[],[],{"_key":962,"_type":240,"children":963,"markDefs":968,"style":248},"03a6796e9c2d",[964],{"_key":965,"_type":244,"marks":966,"text":967},"9f8c6c100117",[325],"Does phone number validation guarantee SMS delivery?",[],{"_key":970,"_type":240,"children":971,"markDefs":976,"style":248},"2875a4c1ebc6",[972],{"_key":973,"_type":244,"marks":974,"text":975},"07a74100880e",[],"No. A valid or active number can still be temporarily unreachable, and message delivery can also be affected by throughput, routing, carrier conditions and other factors outside the customer database.",[],{"_key":978,"_type":240,"children":979,"markDefs":983,"style":248},"e6908d215e3e",[980],{"_key":981,"_type":244,"marks":982,"text":883},"a29abf952370",[],[],{"_key":985,"_type":240,"children":986,"markDefs":991,"style":248},"8788d3c67199",[987],{"_key":988,"_type":244,"marks":989,"text":990},"c72eba540400",[325],"How should businesses prepare for a large Black Friday SMS send?",[],{"_key":993,"_type":240,"children":994,"markDefs":999,"style":248},"2672f5593757",[995],{"_key":996,"_type":244,"marks":997,"text":998},"606c78d87eb1",[],"Start by checking the audience data, expected campaign volume, required delivery window and available throughput. Test your sending setup beforehand, consider how urgent and promotional traffic is handled, and make sure you monitor delivery reporting once the campaign starts.",[],{"_type":251,"icon_position":174,"link_type":7},{"_type":342,"include_section_padding_bottom":173,"include_section_padding_top":173,"section_padding_bottom":343,"section_padding_top":344},{"_type":346,"theme":347},{"_type":349,"width":350},{"_type":256,"alt":1005,"asset":1006},"Black Friday SMS",{"_ref":1007,"_type":231},"image-366f5e95da23d8522b14a2060de3efed250b8f6f-600x400-png","Read more",{"meta_description":1010,"meta_title":1011},"Planning a high-volume Black Friday SMS campaign? Check your phone data, throughput, delivery timing and reporting before your messages go out.","Black Friday SMS Campaign Readiness Checklist | Acudo",{"_type":10,"current":1013},"your-black-friday-sms-campaign-is-ready-is-everything-behind-it",{"_createdAt":164,"_id":165,"_rev":166,"_system":1015,"_type":165,"_updatedAt":170,"header":1017,"office_address":1020,"office_contact":1021,"socials":1022},{"base":1016},{"id":165,"rev":169},{"call_to_action":1018,"message_action":1019},{"hide":173,"open_in_new_tab":174,"text":175,"url":176},{"url":178},{"_type":180,"address_line_3":181,"address_line_4":182,"city":183,"country":184,"name_number":185,"postcode":186,"street":187},{"_type":189,"email":190,"phone":191},{"linkedin":193},1793638574992]