4 Basic Principles of Marketing Automation SMS in eCommerce

Are you responsible for the marketing communication of an eCommerce store? Are you using one of the most popular marketing automation platforms? Do you include SMS in the communication channels that you use? If you are, that’s awesome! But are you sure that you are sending SMS-es the right way? 

Leading online stores achieve an SMS open rate of as much as 98%! How is that possible? Text messages are much more noticeable than messages received via any other communication channel, but their success depends largely on the skillful design of the MS communication and its neat execution. 

Here are 4 simple rules to help you create successful SMS marketing campaigns. 

1. NoSpam SMS Marketing  

This should be obvious to you, but just in case it’s not I’ll say it again: only send text messages to your subscribers if you truly have something important to tell them. Important meaning you are offering a real benefit and requiring action on their part. This can be a notification for a special instant sale or a discount code with a short validity period. You should also send no more than 4 SMS messages a month.

By using this communication channel with caution and treating it as your special weapon, you will make your recipients expect every new message with excitement! They will associate SMS-es from you with a special occasion that they should not miss.

2. Send Short and Clear SMS-es 

Remember that you are not sending your subscribers an essay or a short story to read. This is a marketing communication. Keep your texts short, clear, and to the point. You only have 160 characters, but if you can do it with fewer characters, that’s even better. Be witty in your communication, but avoid confusing abbreviations, emoticons, and MESSAGES IN ALL CAPS. Also, avoid intrusive sales – keep a dialogue, and treat your subscribers with respect.

You should remember to always specify the expiration date of the offer in your message as well.. This will prompt users to act immediately. Your recipients should know who they received a message from, why they received it, what benefits it brings and how they should react to it (click on a link and go to the store, log in to the application, complete an interrupted transaction, etc.) as soon as they check their phone.

Additionally, if you include a promotional code in your SMS (which is a very good idea!) then consider using branded URL. Such links additionally draw recipients’ attention, increasing the chances that they will do what you want them to do.

3. Send Individual SMS Messages 

When designing SMS campaigns, don’t go the easy way and send a mass message to all subscribers without distinguishing who they are and what you know about them. You have gathered quite a lot of data about their likes, haven’t you? So, use this knowledge to increase the effectiveness of your actions. Segment users according to their common behaviors and prepare several versions of your communications – one for each of the segments. Try to treat each user as an individual as often as possible. Even if you are mass sending messages to thousands of contacts in your database – use personalized messages, i.e. those based on the purchasing preferences and behavior of specific subscribers in your online store.

You can also surprise select customers – especially the most active ones, i.e. those who buy the most or spend the most in your eStore – by sending individual promotional codes on their birthday or on the anniversary of their first purchase. This will make them feel appreciated and they will want to stay with your brand or store for longer. Don’t believe it works? One of our clients, Polish brand MK Fresh, achieved a 67% increase in their order value (OV), a 34% increase in click-through rate (CTR), and a 33% increase in conversion rate (CVR) thanks to sending customers discount codes on the anniversary of their first purchase! 

4. SMS Marketing Ia Part of a Bigger Plan 

When designing SMS communication, remember that using this channel alone will not increase your orders or average order value, nor will it build the loyalty of your existing customers. SMS is just one marketing  channel. Make sure that you also include other channels in your marketing strategy, such as email, mobile, and/or web push notifications. Ultimately, it is multi-channel communication that marketing automation solutions are used for.

Surround your subscribers with consistent multi-channel marketing communication built with personalized content that will keep them engaged with your messages. This will make them want to keep buying from you. 

4 principles of marketing SMS

What IYour SMS Marketing Like? 

If you have used marketing automation to a limited extent so far, i.e. you have sent messages only via email or mobile, it should now be clear why you need to include SMS communication into this process. And if you already have, make sure you stick to the above rules.

If you already use SMS in your multi-channel marketing communication successfully, we would like to know: what techniques have you tried so far and how effective have they been? Please let us know!

Want to widen your reach with hyper-personalized SMS messages?
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Written by
Jarek Wasielewski
Digital Content Specialist at ExpertSender
After work: local historian. Double bass enthusiast.
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