Ecommerce Brands Need SMS Marketing in 2022
Ecommerce marketing has changed a lot in recent years due to the industry’s massive growth since the pandemic, the changing privacy rules, and the challenge to stand out against big-box retailers.
SMS has proven to be an effective marketing channel that allows brands to reach their customers and potential customers.
That’s why eCommerce brands of all sizes need to consider SMS if they want to stay competitive.
While there are a few things you need to know to get started, the process is actually quite simple.
But first, let’s get clear on what SMS marketing is, how it works, the advantages (and disadvantages), and finally how you can implement a minimum viable SMS marketing strategy.
What Is SMS Marketing?
SMS (Short Message Service) marketing — also called mobile marketing or text message marketing — is a method of using text messages to deliver marketing messages to mobile phone users.
Text messages are often short, to the point, and time-sensitive, making them an effective way to communicate with customers and potential customers.
eCommerce brands use SMS to let customers (and potential customers) know about product launches, upcoming promotions, shipping notifications, and much more.
Truvani sends promotion information via SMS marketing
eCommerce brands can also use SMS to build relationships with customers.
By providing timely information, responding promptly to customer inquiries, and requesting information from contacts to further personalize their experience with your brand, you can create a positive relationship that will keep customers coming back.
Chicago French Press learns more about their customers via SMS marketing
How Does SMS Marketing Work?
On a very simplistic level, first, a person opts in to your SMS list.
This can happen by providing their cell phone number and checking a box on your checkout page.
Or they give you their phone number on your website popup form. Or they might text a keyword to your shortcode.
Once they’ve confirmed that they want to receive texts from you — via a double confirmation message (see below) — they are a contact on your SMS marketing list.
BEACHWAVER uses UX-optimized double opt-in (making it SUPER easy for subscribers to join their SMS list)
Now that you have permission to text message customers, you can offer quick responses and a more streamlined approach to customer service, which can help improve customer relations and product sales.
What Are the Advantages of SMS Marketing?
SMS cuts through the marketing noise.
It gets high response rates (8x that of email marketing according to David Wachs, senior vice president of mobile and general manager at Cellit).
High conversion rates (29% according to SimpleTexting).
Additionally, SMS marketing is can be used to engage with customers in a more personal way.
This means that you can keep them updated on your latest promotions, product updates, and news without having to rely on other forms of communication such as email or phone calls.
Finally, SMS marketing is widely supported by most major mobile providers, so you can be sure your messages will reach your target audience.
What Are the Disadvantages of SMS Marketing?
It’s not so much about disadvantages but more about things you need to be aware of when it comes to optimizing your SMS marketing channel.
Here are some important pieces to understand:
You need to play by the rules. If you’re in the United States, familiarize yourself with the TCPA (Telephone Consumer Protection Act).
According to the National Consumer Law Center, one of the most litigated areas of United States law in recent years is litigation under the Telephone Consumer Protection Act (TCPA).
If you are outside the US, make sure you understand GDPR and any local regulations.You need to be aware of the relationship between email and SMS marketing. SMS is not an add-on to your email marketing. Nor should it take the place of your email marketing efforts. They are two separate channels that offer customers (and prospective customers) different value. Establish the value offered via each channel. Then optimize them to work together.
If you don’t look at SMS marketing as its own channel, then you’ll train your prospects and customers to ignore one (or both) of your marketing channels.
How To Launch Your SMS Marketing This Week
Launching your SMS marketing efforts doesn’t need to be complex. Here’s what you need to do to set your brand (and your SMS marketing channel) up for success…
Step 1: Determine Your SMS Value Proposition
What value will your SMS messages offer to prospective customers and customers? How will this differ from your other marketing channels? Especially email.
Your SMS marketing should offer different value that you can’t get from your emails.
Send the same info via email and SMS, you’ll train your audience to ignore one (or both) channels. And potentially increase your opt-outs and unsubscribes.
Step 2: Get these automations in place first
Since you already have an email list and you already have traffic coming to your website, focus on setting up your abandoned cart SMS strategy and your welcome sequence strategy.
You’ll likely see the quickest results with these SMS text messages.
Abandon cart messages are the best way to recover the revenue lost via cart abandoners.
And your welcome sequence is a unique opportunity to learn more about your customers and build a relationship that leads to future sales.
Step 3: Set up your onsite SMS list growth opportunities
Add the option to join your SMS list on your checkout page. Don’t pre-check the box for customers. And make it clear the value they’ll get by joining your list.
Truvani’s SMS marketing opt-in on their checkout page
Also, consider setting up an onsite popup form to gather phone numbers. This is another way to grow an SMS list with warm leads that likely have a higher intent to make a purchase.
Kelley Cawley’s website popup with SMS opt-in
Step 4: Segment your list from the beginning
You’ll want to send relevant and personalized messages to your list.
The fastest way to do that is by segmenting your list from the beginning. That may be based on purchase history, location, or interests.
The more you focus on sending relevant messages to your list — instead of blasting every contact with every marketing message — the more likely you are to increase ROI.
Step 5: Track your data. Evaluate the results
Create a spreadsheet to help you track your SMS data. You’ll want to review this data each month.
Look at the abandoned cart results. The welcome sequence results.
You’ll also eventually include the results of any SMS campaigns you run.
Get the essentials in place. Then create an SMS campaigN
Once you have the above in place, then create your first SMS campaign for a promotion.
Maybe for a 4th of July sale or a new product launch. But make sure you don’t take on too much at once.
You don’t want to overwhelm yourself, your team, or your SMS contacts.