In the dynamic realm of digital advancements, brands are consistently seeking inventive approaches to connect with their customers. SMS marketing has surfaced as a potent tool that ecommerce enterprises can utilize to cultivate relationships, stimulate engagement, and enhance sales. This article, ‘The Ultimate Text Message Marketing Hack for Ecommerce Success,’ will delve into the ins and outs of SMS marketing, revealing why and how it can be the secret weapon to your ecommerce success.
Today’s consumers are practically glued to their smartphones. With text messages boasting a staggering 99% open rate, it’s no wonder that more and more ecommerce stores are turning to SMS marketing. This strategy allows businesses to reach a broad audience, engage with customers on a personal level, and even reduce customer service calls. Furthermore, SMS marketing aligns seamlessly with the mobile-friendly nature of ecommerce, targeting consumers where they are most likely to make a purchase.
However, launching a successful SMS marketing campaign is not just about sending texts to your customers. It requires strategic planning, understanding of legal aspects, and careful execution. But fret not! This guide will walk you through the steps, best practices, and tools you need to harness the power of SMS marketing. We’ll also share success stories from brands that have used SMS marketing to their advantage.
Whether you’re a baby brand aiming to connect with new parents, a fashion store wanting to announce your latest collection, a home goods store promoting a sale, or a sporting goods store driving customer loyalty, SMS marketing can be your game-changer. So, get ready to unlock the potential of text message marketing and propel your ecommerce business to new heights.
Understanding SMS Marketing: Definition and Importance
What is SMS Marketing?
SMS marketing, or Short Message Service marketing, is a strategy that utilizes text messages to communicate promotional, informational, or transactional messages to customers or potential customers. It is a direct and personal method of reaching your target audience, right in their pockets. Be it an exclusive deal, a flash sale, or order update, SMS marketing is a highly effective way to convey these messages to your audience. The beauty of it is its simplicity. For example, if you transmit a text message to your list of subscribers stating, “BOGO available only today in-store! Seize your savings,” that serves as an exemplary illustration of SMS marketing.
Why is SMS Marketing Important for Ecommerce?
SMS marketing is becoming a crucial tool in the ecommerce industry’s arsenal, and for good reason. First and foremost, it has a remarkably high open rate. Studies have shown that text messages have a 99% open rate, significantly higher than email marketing, which typically sees open rates between 12%-25%. This means that your message is almost certain to be seen by your audience.
Furthermore, SMS marketing is designed for mobile commerce. With the increasing shift towards mobile shopping, SMS offers an effective way to reach customers on the devices they use the most. Research revealed that 46% of individuals dedicate 5-6 hours daily to their mobile devices. This indicates that your marketing messages are more likely to be noticed and prompt action. This means that your marketing messages have a higher chance of being seen and acted upon.
Moreover, SMS marketing goes beyond just promoting sales or products. It can also be a powerful tool for customer service. Sending a quick text at their convenience allows customers to cut down on customer service calls, and businesses can respond promptly in real-time, thereby reducing the overall number of inquiries.
But perhaps the most compelling reason why SMS marketing is essential for ecommerce is its potential for driving customer engagement and loyalty. Texting creates a personal connection with customers, making them feel closer to your brand. This personal touch can significantly boost customer satisfaction and ultimately, your bottom line.
In conclusion, integrating SMS marketing into your ecommerce strategy can not only increase sales but also enhance customer experience and brand loyalty. In an industry as competitive as ecommerce, it’s essential to use every tool at your disposal, and SMS marketing is one tool you can’t afford to overlook.
Legal Aspects of SMS Marketing
As you navigate the world of SMS Marketing, it’s crucial to be aware of the legal regulations governing this space. Not only does this protect your eCommerce brand from potential lawsuits, but it also fosters trust with your customers by ensuring their privacy rights are respected.
The Telephone Consumer Protection Act (TCPA) and SMS Marketing
One of the main laws that regulate SMS marketing in the United States is the Telephone Consumer Protection Act (TCPA). This law mandates that businesses must receive express written consent before sending promotional messages to their customers. You can acquire this consent in several ways, such as by having customers opt-in by texting a keyword to a unique shortcode or by filling out an online form.
Non-compliance with the TCPA can lead to hefty fines, making it imperative for every eCommerce brand to understand and abide by this law. Therefore, it is crucial to ensure that your SMS marketing strategies are TCPA compliant, respecting your customers’ rights to privacy and consent.
The CAN-SPAM Act and SMS Marketing
Additionally, the CAN-SPAM Act also governs SMS marketing. This law sets rules for commercial messages, gives recipients the right to stop businesses from texting them, and spells out steep penalties for violations.
As per the CAN-SPAM Act, companies are obligated to label the message as an advertisement, furnish a legitimate physical postal address, and offer clear instructions to recipients on how to opt-out of receiving future text messages.
Understanding and complying with these legal aspects of SMS marketing is not just about avoiding penalties. It’s also about building trust with your customers. By respecting their privacy and providing an easy way for them to opt-out of your messages, you demonstrate that you value their rights and preferences, which can strengthen your relationship with them and enhance your brand reputation.
In conclusion, while SMS marketing offers unique advantages for eCommerce businesses, it’s important to operate within the legal frameworks. By keeping the legal aspects at the forefront of your SMS marketing strategy, you can effectively leverage this powerful channel while safeguarding your business and nurturing customer relationships.
How to Use SMS Marketing for Ecommerce Success
Harnessing the power of SMS marketing can be a game-changer for your ecommerce business. However, to truly reap the benefits, you need to approach it strategically. Here’s how you can use SMS marketing effectively and pave the way for ecommerce success.
Setting Expectations and Starting Small
Just like any marketing strategy, it’s crucial to set appropriate expectations when implementing SMS marketing. This is not about sending as many messages as you can but about sending the right messages to the right people at the right time. Start small with your SMS campaigns. Test different ideas and strategies then refine them based on performance metrics such as send rates, click-through rates, revenue earned, and unsubscribe rates. By doing so, you can gradually build a robust and effective SMS marketing strategy tailored to your ecommerce business.
Determining When and Why to Send Messages
Understanding why and when to send SMS messages is essential for effective ecommerce SMS marketing. Your text messages should be purposeful and timely. Whether it’s to notify customers about special offers, provide updates on their orders, or request for feedback, each SMS message should serve a specific purpose that benefits your customers and adds value to their shopping experience.
As for when to send messages, timing is everything. You want to reach out to your customers when they’re most likely to engage. This requires understanding your audience’s habits and preferences, which may vary depending on factors like demographics and their relationship with your brand.
Building Your List and Getting Compliant Opt-ins
The success of your SMS marketing strategy hinges significantly on the caliber of your SMS list, underscoring the importance of diligently building and managing it. Prompt customers to become part of your SMS list by highlighting the advantages they can enjoy, including early access to new products and exclusive discounts.
Yet, the task doesn’t end with merely growing the list; it’s equally vital to secure compliant opt-ins. In adherence to the Telephone Consumer Protection Act (TCPA), obtaining express written consent from customers before sending promotional messages is mandatory. This consent can be obtained through various means, such as prompting customers to opt-in via text by using a unique keyword or filling out an online form. Providing explicit opt-out instructions and respecting user preferences for unsubscribing are essential components of this process.
By strategically establishing expectations, determining optimal timing and purpose for your messages, and ensuring a compliant SMS list, you can effectively harness the power of SMS marketing for ecommerce success. Keep in mind that the objective extends beyond mere sales; it involves creating meaningful connections with customers and enhancing their overall shopping experience.
Best Practices for Ecommerce SMS Marketing
Ensuring the efficiency of your SMS marketing endeavors and nurturing a positive relationship with your customers is crucial, requiring adherence to these best practices.
Getting Permission First
Getting permission from your customers should be your priority. As highlighted by the Telephone Consumer Protection Act (TCPA), it’s essential to obtain express written consent before sending promotional messages. Achieving this involves prompting your customers to opt-in, either by texting a specific keyword to a unique shortcode or by completing an online form. Your customers must know they’re subscribing to your SMS list willingly, and you should have proof of their consent to comply with legal requirements.
Providing an Opt-out Option
Always provide an easy and clear opt-out option for your customers. Even after they’ve opted in, they should have the freedom to stop receiving your messages whenever they choose. Respect your customers’ preferences and ensure they feel in control of the communications they receive.
Introducing Your Brand in Text Messages
An SMS is a personal form of communication, so it’s crucial to introduce your brand in every text message. This helps your customers instantly recognize who the message is from and builds trust in your brand. A simple brand introduction at the beginning of your message can go a long way in fostering a strong customer-brand relationship.
Timing Your SMS Messages
The success of SMS marketing heavily depends on timing. It’s crucial to send texts when your customers are most likely to engage with them. Steer clear of messaging too early or too late in the day. Try sending messages at various times and assess their impact to find the best timing for reaching your audience.
Keeping Messages Short and Sweet
SMS stands for Short Message Service, hence, maintain brevity, clarity, and directness in your texts. Your customers value succinct and straightforward messages, particularly when they provide value. Ensure effective communication within the standard 160-character limit of an SMS.
Informing Customers About the Frequency of Contact
Inform your customers about the frequency with which they can anticipate communication from you. Whether it’s once a week, twice a month, or only when there are special offers, being transparent about the frequency of contact can prevent customers from feeling overwhelmed by your messages.
By adhering to these best practices for ecommerce SMS marketing, you can ensure your efforts are not only compliant but also effective in engaging and converting your customers.
SMS Marketing Tools for Ecommerce
For ecommerce brands looking to leverage the power of SMS marketing, the market is full of diverse tools. These range from software that combines email and SMS marketing features to platforms purely dedicated to text message marketing. Here’s a round-up of some top-notch tools that can effectively support your ecommerce SMS marketing efforts.
Klaviyo: Email Software with Built-in SMS Features
Klaviyo serves as a one-stop-shop for both your email and SMS marketing needs. The platform allows you to send text message campaigns directly from your dashboard, keeping all your marketing efforts in one place. This not only simplifies your work processes but also offers a cohesive overview of your marketing performance.
Tatango: SMS Marketing Software
Tatango caters to both new and experienced marketers. It incorporates an extensive array of features, comprising messaging, workflows, subscriber analytics, and automation. If you’re looking for something more advanced, Tatango also offers a robust API to meet your unique requirements.
Avochato: SMS Marketing and Customer Service Software
Avochato charges a flat monthly rate for a certain number of texts, making it a practical choice if you prefer not to pay per text. It also facilitates customer service with a shared inbox, templates, and Slack integration, thus enhancing your customer communication.
Cartloop: SMS Marketing for Cart Abandonment
Cartloop takes SMS marketing to the next level by offering an automated SMS cart abandonment flow. Once a customer responds, a live team at Cartloop takes over, addressing customer queries and potentially securing sales. This unique feature makes Cartloop an invaluable tool for reducing cart abandonment rates.
BirdEye: Customer Experience Software
BirdEye is a comprehensive marketing platform that includes not just text messaging but also other chat solutions like web and video. It’s more suitable for enterprise businesses seeking a comprehensive customer experience solution.
HeyMarket: Business Text Messaging Software
An affordable option for all business sizes, HeyMarket offers unique features that empower customer service teams to better respond and tag customers. This platform can help streamline your SMS marketing efforts and improve customer relations.
Choosing the right SMS marketing tool can make a significant difference in your ecommerce success. Each tool has its unique strengths, so it’s crucial to select one that aligns well with your specific business needs and goals.
Case Studies: Successful Ecommerce SMS Campaigns
A great way to understand the power of SMS marketing is to look at real-life success stories from ecommerce businesses. Here are three case studies that highlight how SMS marketing can drive coupon redemptions, generate extra revenue, and increase site traffic.
Driving Coupon Redemptions Through SMS Marketing
One of the most effective ways to use SMS marketing is to share promotional codes and discounts. For example, an ecommerce business might send out a message like “Thanks for joining our text club! Use code SMS10 to save 10% at checkout.” This type of personalized, direct communication can significantly boost coupon redemptions.
B-Unlimited, a custom apparel store, took a creative approach to this tactic. They created a unique SMS keyword for each customer group, enabling them to send tailored promotions based on their customers’ needs and demographics. This strategy not only increased coupon redemptions but also improved customer engagement and retention.
Generating Extra Revenue Through SMS Marketing
SMS marketing can also be a powerful tool for generating additional revenue. The case of 310 Nutrition stands as a shining example of this. The company implemented a Reply-to-Buy texting automation that integrated with their existing tech stack. As a result, they began generating an additional $100,000 in revenue per week, with a return on investment of 59X, and made $2.65 per text message sent. Utilizing SMS marketing to captivate customers, provide education, and generate extra revenue through promotions, they witnessed a monthly revenue increase of $87,000 after implementing the SMS channel.
Increasing Site Traffic Through SMS Marketing
SMS marketing isn’t just about direct sales. It can also be a powerful way to drive traffic to your website. Baby Tula, an ecommerce brand, uses SMS web forms to convert site visitors into text message subscribers. By notifying subscribers of new products, sales, and other updates, they were able to maintain engagement and bring customers back to their site.
These instances exemplify the efficacy of SMS marketing for businesses in the ecommerce sector. Whether it’s driving coupon redemptions, generating extra revenue, or increasing site traffic, SMS marketing presents promising opportunities for ecommerce success.
Conclusion: Maximizing ROI with SMS Marketing for Ecommerce
After a deep dive into the world of ecommerce text message marketing, it’s clear that SMS is not just a peripheral channel but a high-impact tool poised to supercharge your brand’s success. Harnessing the power of SMS marketing can be the ultimate hack for ecommerce success, transforming latent traffic into loyal customers, reducing cart abandonment, and fostering higher levels of customer engagement.
SMS marketing is a clear winner with its massive reach. With an impressive 92% of smartphone users still using text messaging, your brand’s reach is not confined to a single demographic but extends across all age groups. From Zoomers to Boomers, your SMS marketing campaign can connect you with a broad consumer base.
Moreover, the personal and engaging nature of text messages sets them apart from other marketing channels. With an incredible 99% open rate, SMS marketing gives your brand a more intimate presence in your customers’ lives. It’s more like a friendly chat than a sales pitch, which can enhance customer engagement and foster brand loyalty.
Not to forget, SMS marketing is a powerhouse in customer service efficiency. It offers real-time interaction, reduces the need for lengthy customer service calls, and provides your customers with the convenience to reach out whenever they want.
Further, it’s no secret that mobile-friendly ecommerce is the future, and SMS marketing brilliantly complements this trend. With 71% of orders on platforms like Shopify coming from mobile, SMS marketing becomes an extension of your mobile-friendly ecommerce platform, driving customers directly to your mobile site.
Importantly, SMS messages can help in building trust, a critical component in the customer’s buying journey. They help your brand to overcome the virtual barrier, making customers feel respected, heard, and closer to your brand. This trust is crucial in turning potential customers into loyal ones.
So, whether you’re a small ecommerce brand in the baby, fashion, home goods, or sporting goods industry looking to scale, or a mid-sized brand aiming to maintain your growth momentum, SMS marketing is an integral tool for your marketing arsenal. It’s not just about sending promotional messages—it’s about opening new doors for engagement, nurturing conversions, and maximizing sales.
In this era of digital overload, SMS marketing offers a refreshing way to connect with your customers. It’s time to harness this powerful channel and unlock the potential of SMS marketing for your ecommerce success.
Bear in mind, in the realm of ecommerce, maintaining a competitive edge is crucial, and SMS marketing might be the strategic move that leads to success.
Laurel is a member of the executive team at Stryde. She’s been doing digital marketing for businesses for 10 years. Two years ago, she started set up her own ecommerce business selling baby gowns and knows the struggles of a small business owner. She loves talking about digital marketing, content, SEO, and conversion rate optimization.
