Whenever your cell phone dings, what is your reaction?
Your eyes probably jump to the device, right? That’s assuming you’re not entangled in a fierce debate about the merits of Instagram versus Facebook marketing or immersed in a weekly meeting to dice the week’s sales revenue metrics.
Texts—better known as SMS (short message service) messages in ecommerce marketing lingo—are especially adept at commanding attention, and ecommerce marketers know it. That’s why they sent 378% more SMS messages in 2020 than 2019.
The massive increase paid off. Omnisend’s data shows marketers saw a 102% year-over-year increase in conversion rates, with rates steadily rising each quarter.
With such a captive audience and compelling data, there is no doubt that eCommerce brands should leverage SMS as a marketing channel.
We recommend adding five particular types of time-sensitive text messages to your customer communication arsenal if you want to capitalize on SMS capabilities to increase sales.
Before jumping into the message variations, there are some ground rules to cover. A well-crafted message encompasses each of the following pillars.
Message elements aside, always make sure you have permission from your customer before sending SMS marketing. Include a phone number field within all subscription forms, like Black Halo’s pop-up form. Equally important is providing a way to unsubscribe or the option to text STOP.
Timing also matters. A lot of people, if not most, enable their text message notifications around the clock. Be mindful of time zones so you’re not waking them at 2 a.m.
Each of the above communication principles should be at the forefront when molding any SMS campaign, whether it be part of the workflow of an automated message series or a special deal you want to announce to your subscribers.
Here are five specific SMS messages proven to increase conversions. We share ideas for what to say for each, and when.
All eCommerce brands are familiar with the challenges of recovering abandoned carts, with the eCommerce abandon rate hovering around 70%.
SMS reminders—sent as soon as 15 to 30 minutes after a shopper populates a cart but leaves without purchasing—are a great antidote for winning back customers. For instance, equestrian apparel brand Kerrits has experienced a 15% conversion rate from its abandon cart SMS campaigns, as well as an average earning-per-message of $2.87.
Try structuring your message per the following blueprint:
The message in the example above directly mentions the shopping cart. Experiment with other variations to test what works:
Send abandoned cart text messages as single auto-reminders. Or, integrate them into a more sophisticated strategy combined with emails and even retargeting digital ads.
The abandoned cart challenge is widely known. But how much have you pondered those who view your products and exit without adding a single thing to the shopping cart? Some research shows 88% of shoppers fall within this category, spelling huge opportunity for you.
As is the case for the cart abandonment strategy, you need to act quickly. Shoppers have a lot on their minds and can easily forget about their browsing sessions. Automate your workflow so the shopper receives a text within 30 minutes of deserting your store, or one hour at most.
Here are some more copy ideas for inspiration:
Remember the importance of personalization? Recognizing your shoppers’ milestones is a perfect avenue for re-engaging and showing a more human side of your brand.
Most popular among these messages are “happy birthday” notes. Think of the other accomplishments worth celebrating: a signup anniversary, or perhaps reaching a rewards program threshold.
Reinforce the importance of the milestone with a discount or other special offer. Include the details directly in the SMS message, or use the text to direct the subscriber to an offer-containing email you concurrently send. Either way, it is good practice to follow up with an email that contains details and visuals.
Need examples of SMS occasion-focused copy?
The typical time to respond to an email is 90 minutes. Compare that to the 90 seconds it takes to respond to an SMS. You can see why SMS is a perfect channel for time-sensitive messages such as flash sales and last-chance reminders.
Take, for instance, the ecommerce brand who makes the scarcity principle work in their favor by using SMS to offer a flash sale for limited inventory. This psychological effect arises when an object’s perceived value skyrockets when it becomes more difficult to procure due to supply.
These messages—like the string of automations below—are commonly seen during the holiday season. Although not necessary, they are often accompanied by some pizzazz with a bold, colorful image sent by way of an MMS (multimedia messaging service) message.
Try these other approaches on for size when shaping the text copy:
There is a time for shining the spotlight on your brand through promotions that are more day-to-day in nature, such as cross-selling or company news. Just don’t abuse it.
Silver Street Jewellers is a great example. The company turned to SMS to alert followers of its shift from an in-person gem show to an online storefront.
The jeweler also utilized texts to drive awareness of its email campaigns. These initial SMS-email combos generated a nearly 25% click-through rate that encouraged customer engagement, online awareness and sales.
Here’s our last round of examples to stimulate your own ideas:
SMS conversion rates more than doubled in 2020, proving that the channel has enormous potential to convert—especially our five prescribed types of SMS messages.
Just practice discretion. It’s important to think about what messages are appropriate and how frequently your customers want to hear from you.
By evaluating the value of each message from a subscriber standpoint, you’re well on your way to increasing sales and providing the best omnichannel customer experience possible.
Tracy Puckett is a rockstar Content Marketing Manager for Omnisend. Tracy is a content creator who believes in the immense power of the written word. Free time is for family, exploring community gems, and reading.
