2019 was a significant year for SMS marketing. Like a phoenix, this marketing channel rose from ashes and caught the attention of ecommerce merchants.
At Omnisend, ecommerce marketers sent more SMS campaigns on Black Friday 2019 than ever before, sending over 1 million campaigns over the week of Thanksgiving.
SMS marketing reveals its versatile opportunities: merchants send bulk SMS campaigns, segment, automate them, and combine them with other marketing channels to create a smooth and seamless omnichannel experience for their customers.
According to the Omnisend yearly report, omnichannel campaigns that involved SMS at some point in the process were 47.7% more likely to end in conversion.
So it seems that the new SMS trend justifies itself and with that, you might be considering an omnichannel marketing platform that empowers SMS marketing.
On the market, there are two strong omnichannel marketing providers: Klaviyo and Omnisend. Today, we’ll compare what they have to offer in terms of SMS integration in automated marketing flows, as well as digital marketing in general.
Klaviyo SMS Marketing
Klaviyo is an omnichannel platform with a comprehensive feature set. The trump card of this tool is advanced segmentation and extended marketing automation opportunities.
A few months ago Klaviyo added an SMS marketing channel to its offer. It is a big achievement and enriches the overall omnichannel experience offered by Klaviyo.
Currently, merchants can add text messages to automated workflows, send them triggered alone or combine with email, app and web push notifications.
Klaviyo SMSes are easy to set up and make them personal. New product announcements, cart abandonment, all kinds of confirmation, some custom approaches – they all are there.
Another great thing about Klaviyo, this platform has well-thought-out customer consent management. A lot of elements are made automatically. Customer consent is stored and tracked on the customer profile so merchants always know when and how a customer subscribed.
However, there are three downsides of Klaviyo SMS marketing:
- There is a limitation for your SMS marketing with Klaviyo because of a lack of SMS campaigns. Currently, Klaviyo supports and sends only automated text messages. Standalone campaigns aren’t possible. And that’s, actually, a big loss. Bearing in mind that SMS is a perfect channel for time-sensitive offers or campaign reminders.
- Klaviyo SMS works only in the U.S. If your business works internationally, limitations for international messaging might become an issue if you’re trying to reach your customers.
- Klaviyo is pricey compared with other industry players. For more about pricing, please read below.
Klaviyo SMS Pricing
As mentioned earlier, Klaviyo sends text messages to the U.S. numbers only.
First 50 text messages are free of charge.
Here is what merchants have to pay for text messages at Klaviyo:
10 000 text messages: $696.50 ($0.069/SMS)
50 000 text messages: $3,296.50 ($0.065/SMS)
150 000 text messages: $9,096.50 ($0.06/SMS)
500 000 text messages: $27,096.50 ($0.054/SMS)
If you want to use email marketing in combination with text messages which is the most beneficial way of using text messages, the pricing gets even higher. It will be on top of what you currently pay for email credits.
Now let’s look at what Omnisend has to offer as an alternative to Klaviyo SMS marketing.
Omnisend SMS Marketing
While Klaviyo is a new player in providing SMS marketing, Omnisend has already had this channel in the basket for a while. Starting from March 2018, Omnisend has expanded and developed SMS functionality significantly.
First of all, Omnisend is an omnichannel marketing platform that combines email, SMS, push notifications, Facebook and Google ads as well as messengers like Facebook messenger and WhatsApp. Merchants can maintain their marketing communication through all these channels using a single marketing platform – Omnisend.
What distinguishes Omnisend from Klaviyo, with the former you can use SMS for segmented, one-off campaigns, or integrate it with more channels in automation workflows. Omnisend doesn’t limit merchants to only automation.
Speaking of automation, this platform includes pre-built sequences with SMS in cart abandonment, birthday, order & shipping confirmation sequences, etc. So merchants can get these up and running with only a few clicks.
In terms of collecting phone numbers, Omnisend doesn’t leave behind its competition. Forms like pop-ups, signup boxes, and landing pages allow merchants to build their list without leaving the platform, using TCPA-compliant templates to collect phone numbers – and emails too if they choose.
Last but not least, Omnisend supports all country codes for SMS sending so that merchants can reach their international customers and drive conversions from anywhere in the world.
Omnisend SMS Pricing
For a more accurate observation, we can compare prices of text messages in the U.S.
Omnisend doesn’t offer any free messages.
SMS pricing is as follows:
10 000 text messages: $150 ($0.015/SMS)
50 000 text messages: $750 ($0.015/SMS)
150 000 text messages: $2250 ($0.015/SMS)
500 000 text messages: $7500 ($0.015/SMS)
The same as in Klaviyo, email credits go on top of this pricing. Follow the link to learn more about Omnisend pricing.
Table of Comparison
Both these platforms have a major advantage against other SMS providers- they are all-in-one platforms built to provide a top-notch omnichannel experience for ecommerce customers. So by choosing either of them, you will already be heading in the right direction.
However, these tools slightly differ in feature-set and quite significantly in price. Your decision on which one to choose depends on your specific business needs and financial possibilities.
This article originally appeared in the Omnisend blog and has been published here with permission.