SMS marketing is a highly relevant channel for e-commerce businesses as it cuts through the noise of the digital world with a precision and personality that no other channel can match. Here we look at how you can utilise SMS marketing to build strong customer relationships and increase sales.
For e-commerce businesses, SMS marketing is not just another communication channel, but a direct line to the consumer. And you should capitalise on that.
The open rate for SMS messages is an impressive 98% and 95% of messages are read within the first five minutes. The direct and personal nature of SMS creates high engagement and allows you to track and optimise so that the message hits the mark. It is therefore an effective way to reach customers at the right time, with the right offer.
In this article on SMS marketing for e-commerce, we explore the potential of SMS marketing specifically for e-commerce businesses. We take an in-depth look at how you can utilise SMS messaging in the digital customer journey and how to go from planning to executing SMS campaigns that convert window shoppers into loyal customers.
Effective, targeted and measurable marketing
SMS marketing is essentially a way to communicate offers, news or updates that requires minimal content but has the potential to create high engagement and response from the recipient. While social media and emails battle for user attention through algorithms and overflowing inboxes, SMS marketing offers a direct, immediate and effortless way to engage with consumers.
But because the open rate is so high for SMS messages, it is also expected that there is a clear purpose to the message - otherwise you will unsubscribe from the service.
So always keep the purpose in mind - is it to improve the customer experience, to drive more sales or to increase customer loyalty? Once the purpose is established, consider how it fits into the company's overall marketing strategy, core target audience and the typical customer journey.
Use data from social media, email systems, questionnaires, existing market research, customer feedback and CRM data to gain insights into target audience demographics, behaviour, buying patterns and needs.
Segmentation is also an important parameter in SMS marketing to ensure that the message is tailored to the specific recipient. By dividing recipients into segments, you can customise content to match recipients' preferences, increasing campaign effectiveness and conversion.
With a well-defined target audience and segmentation, it becomes easier to create relevant messages that appeal to recipients and increase engagement.
Build the perfect SMS message
With target audience and purpose in place, you can start designing your SMS campaign or SMS automation.
An SMS message contains 160 characters. If the message exceeds this limit, it will be charged according to the number of composite SMS messages it consists of. Therefore, the channel requires the message to be precise, concise and have a clear call to action (CTA).
It's also important to avoid errors in messages, so make sure you proofread everything - research shows that 44% of recipients will unsubscribe if they encounter grammatical or spelling errors.
Timing is another important parameter for SMS marketing, so use data about your target audience to find the best time to send the message.
Also, make sure that the SMS message creates value for the recipient, for example by including exclusive offers. Remember an unsubscribe link and use link tracking to measure effectiveness so you can continuously adjust and optimise the campaign.
By following the tips above, you ensure that your SMS messages not only reach the recipient, but also interest, engage and encourage action.
Use data and follow the rules
Once an SMS campaign is sent out, the work is far from finished.
It's important to analyse click-through rates, conversions and unsubscribes as well as calculate ROI and ROAS in order to adapt future campaigns based on data. By continuously monitoring the results, you can ensure that your SMS campaigns remain relevant and effective.
A number of integrations between your SMS system, CRM system, customer service system and other marketing tools can be used for this.
Of course, when working with SMS marketing, it's important to comply with GDPR and marketing law. Make sure you manage consent and communicate in a way that respects the recipient's rights.
There's no doubt that SMS marketing is a powerful channel for e-commerce businesses, as authenticity and direct communication can create long-lasting customer relationships and increase sales. By following the steps above, your business can maximise the benefits of SMS marketing and create relevant, engaging and effective communication - year after year.
