SMS is one of the trickiest marketing channels today—one ill-timed message can make customers feel disconnected with your brand right away.
The fortunate thing, though, is that it is possible to add a human element in this automation-ridden channel.
Let’s explore the best practices and tips for SMS marketing today. By the end of this guide, you’ll learn how to create an SMS marketing strategy from scratch, spark connections with customers, and generate higher conversions.
How to do an SMS Marketing Strategy
Your SMS marketing campaign is unlike other channels.
It requires different strategies.
Before you create your first SMS campaign, gather all stakeholders in a group. Consider the following questions to get aligned on your goals:
What do we really want to achieve in our SMS marketing campaigns? Is it building customer relationships or generating sales?
How will SMS differ from our existing email marketing campaigns?
Do customers really need to hear from us via SMS?
How can we balance automation and human connection in our SMS campaigns?
How can we train our customer support team for this channel?
Brand consistency across all platforms can increase revenue by up to 23%, so ensure that brand messaging is reflected in every single text in your SMS marketing strategy.
For example, if your eCommerce brand values authenticity, wit, and comedy, your SMS messages should mirror these qualities.(Source)
Imagine sending a bunch of monotone text messages that feels like it’s written by a faceless corporation. That would really confuse your SMS subscribers.
And finally, invest in a unified email and SMS marketing platform like Sendlane. This helps you create a multi-channel customer experience across emails and text messages on one platform (more on this later).
The Pros and Cons of Using an SMS Marketing Strategy
In the eCommerce industry today, text message marketing offers a straight-line communication with customers.
Sounds perfect, right? Not quite. Despite the many SMS marketing benefits, there are also some drawbacks.
But first, let’s talk about the advantages.
Pros:
1. Lightning fast delivery
Customers don’t need to be connected to the internet to receive your marketing messages.
With the average US consumer spending 4 hours, 31 minutes per day on their mobile phones, shoppers will see your text message instantly.
Not to mention text messages have a 98% open rate.
Higher engagement rate
Statista reports that mobile eCommerce sales, totaling $2.2 trillion in 2023, now command a significant 60 percent of global eCommerce.9
That’s a 1.6% increase from last year.
With more consumers shopping through their mobile devices than ever before, there’s no better channel than SMS advertising to engage customers.
3. Open direct communication with customers
SMS is more intimate than other marketing channels.
It lets you connect with customers, and vice versa, in a matter of seconds.
This proximity boasts many perks. You can offer time-sensitive assistance and gather first-hand data on how customers navigate the shopping experience.
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Limited message length
Text messages are limited to only 160 characters, including spaces. This may make it harder to hook your target audience compared to other marketing channels.
Focus on clear, snappy, and engaging copy. Bonus if you can attract their attention with the first few words.
2. Potential for over messaging
Sending customers too many SMS messages in a short period of time may lead to message fatigue and negatively impact the customer experience.eCommerce brands need to adhere to the Telephone Consumer Protection Act (TCPA) compliance.
Only send SMS messages if it provides additional value to the buying experience.
Even with its drawbacks, SMS continues to be a powerful vehicle to connect with customers.
Let’s look at how you can use SMS to grow your brand and supercharge your sales.
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SMS Marketing Best Practices
SMS marketing requires a different framework.
Unless your eCommerce store sells replenishment-based products (e.g., diapers, toiletries), sending multiple transactional texts eleven every week will frustrate customers to no end.
We recommend these seven SMS marketing country email list resource strategies to create a delightful shopping experience. To illustrate how they work in a real-world context, we’ve included some SMS marketing examples featuring our favorite eCommerce stores.
Treat SMS as a two-way customer support channel
82% of U.S. consumers want more human interaction in the future, despite living in a world of advancing AI technology.
eCommerce stores should aim to personalize every touchpoint in the customer journey. Engage customers in real-time conversations instead of over-relying on auto-replies in your welcome and post-purchase flows.
D2C snack bar brand Verb Energy adds a human element in its one-on-one welcome message to customers. Note how the support agent personally addresses the customer with an animated GIF in this brief text exchange.
sms customer support example from verb
(Source)
The SMS message creates an instant human connection, not to mention how it also shows off the brand’s personality and delights the customer right off the bat.
If you’ve visited Verb Energy’s website, you’ll notice that its marketing text messages clearly reflect its style and tone.
Customers feel disconnected if you rely too much cm lists on automated replies. Here’s how you can ensure human connection and automation work in sync in your SMS marketing program.
On Sendlane, click the Campaigns icon > New Campaign > Create SMS Campaign. Enter the following details (e.g., campaign name, audience) and create your SMS message.
sms campaign builder in sendlane
Add emojis and a destination URL link. You can also create MMS messages, like images and GIFs. Either send the text message immediately, or schedule it to your desired date.
To reply to SMS subscribers individually, click the Reply Center icon. Search for specific messages or sort them from latest to oldest, and reply accordingly.
