How eCommerce Brands Can Better Tap into SMS

As email inboxes and Instagram feeds become cluttered from direct-to-consumer brands urging people to get 20% off their new rug or sleepwear collection, new brands are in search of new places to talk to customers where they aren’t yet sick of hearing from brands.

One channel becoming more popular: text messaging.

These brands are using text messaging in a myriad of ways, including placing orders for replenishable products, customer service, communicating news about new products, and to better understand how customers are using their products.

It’s also unclear yet just how receptive customers are to communicating with brands via text. A survey earlier this year from texting platform ZipWhip found that the majority of respondents preferred receiving an appointment reminder via text compared to phone or email, for example. But that’s not the same as what these brands seek to do, which is to turn SMS into a two-way platform through which they can regularly communicate with customers.

The ways that a brand might use text messaging falls into a couple of camps. Some brands, like cookware startup Great Jones and furniture brand Burrow, look at SMS as a brand marketing channel. They use texting to answer more complicated customer questions that require a human response, and are usually only available to answer questions only for a select number of hours a week. Yesterday, Burrow launched an SMS concierge service, where customers can text a customer service representative to ask questions about new products, but also for assistance with outfitting a room in their home. The goal for these types of services is to talk more frequently with both existing and potential customers.

While the path for text messaging in e-commerce is still being carved, and for every company that path can be a bit different,  there are some basic principles that every e-commerce brands should consider in order to make the most of SMS marketing in 2020 and beyond.

1. Get Permission & Make Opt-out Clear

You must have permission to send users text messages. Otherwise you’re just spamming people, which can mean irreparable damage to your brand. Not to mention breaking the law and potentially racking up significant legal fees.

You can encourage signups on any of your current marketing channels: email, website, in-store, social media, direct mail. For example, Payless prints flyers and posts signs near the store checkout, and Pizza Hut spreads the word on Facebook.

2. Know the Rules

The Cellular Telecommunications Industry Association (CTIA) requires SMS marketers to include “msg & data rates apply” in auto-reply messages. Most text marketing services will add this disclaimer automatically, but it’s on you to ensure it’s included.

3. Less is More

How many SMS is too many?

We recommends starting with 4-5 messages a month and slowly increasing to 10 a month — as long each message provides real value. Of course, you should closely monitor unsubscribes for an uptick in churn to find the sweet spot for your own subscribers.

It’s also a good idea to include frequency in your welcome message so users know how often they’ll hear from you:

When it comes to message length, think short and sweet. Most carriers limit text message length to 160 characters,4 so the faster you get to the meat of your message the better. State value up front, include a crystal clear call to action, and use a URL shortener like goo.gl or bit.ly.

4. Timing Matters

When it comes to timing your text messages, think about your audience’s daily habits. When are they most likely to be on their phones?

According to Mobile Marketer,5 Mondays have the lowest response rates. Unless your message is specifically relevant to that day, avoid it.

You should also steer clear of common commute times, typically 6:30-8:30 am and 4-7 pm, when people are likely driving and unable to read or respond to texts.

5. Keep it Fun!

SMS is a highly personal and informal channel, making it ideal for entertaining campaigns. Think games, promotions, polls, interactive content, and one-on-one conversations. Use it as an opportunity to deliver fun, memorable customer experiences.

This recent campaign pairs the informal nature of SMS with summertime fun, featuring intergalactic cat gifs, silly “Pew Pew!”s, and OMGs. And it delivers real value with 50% off coupons and extended happy hours for subscribers.

6. Segment

You wouldn’t talk to a brand new visitor the same way you would a loyal customer. Same goes for SMS. Segment your audience to ensure that each user gets relevant, valuable content.

New visitors could get free shipping or a promo code, while repeat customers get early access to new products or an invite to your rewards program.

Use profile data to send birthday promotions, new customer discounts, or location-based campaigns to give each user a personalized experience and up conversions.

7. Instill Urgency

One of the central benefits of SMS is immediacy. So use that to your advantage.

Pair SMS with location-based campaigns to send tempting promotions to users when they arrive or pass by your store. Include phrases like “valid till,” “expires soon,” or “today only” in your message copy to create a sense of urgency and prompt recipients to act.

8. Make It Exclusive

One way to keep subscribers from opting out of your SMS campaigns? Send exclusive offers or VIP content they won’t get on any other channel.

AMC Theaters uses SMS to keep its Stubs club members up to date on their rewards points and membership benefits. Subscribers get access to free movie screenings, special event invites, concession discounts, and movie swag giveaways.

9. Track Open & Click Rates

As with any other medium, you should track how users are engaging with your text campaigns. How many open your message? How many click the link or send a response? How many opt out?

According to current SMS marketing industry benchmarks, 70% of customers open SMS messages within 60 minutes. 19% of recipients click on a link.6

10. Use SMS as Part of an Omnichannel Strategy

Today’s mobile users demand a consistent customer experience regardless of channel or device. An omnichannel strategy is essential to building a strong, lasting relationship with your brand.

Your SMS campaigns shouldn’t be one-offs. They should complement and connect with your push, email, and social campaigns to reinforce customer relationships and provide a seamless experience.