Guide to SMS for Ecommerce in 2020:

Resources, Checklists, and Real-time Examples to Maximize This New Channel

Postscript Guide to SMS for Ecommerce

SMS marketing is a method to galvanize your strongest audience and fans –– letting those on the fringes stay satisfied with their email newsletters and Instagram ads. 

Take Gary Vaynerchuck’s family business for example. In 2011, Wine Library was pulling in nearly $67 million in annual sales. That same year, Gary left the family company and went on to create VaynerMedia. In 2PM’s Polymathic Audio #3 between Web Smith and Gary, Smith describes:

“When Vaynerchuk and I spoke with 2PM for Polymathic, he relayed a recent story of his father reaching out to him and asking for him to come back to the Vaynerchuk family’s original business and course-correct a company that had halved in size since Gary’s departure.

To solve the problem for Wine Library, Vaynerchuk recruited some help from his VaynerMedia team. The result was WineText, an SMS-based marketing and commerce channel. The user begins by signing up on the homepage, providing a few key details: name, address, phone number, and payment data. Like Amazon’s 1-Click system, WineText saves users’ credit cards with the help of Stripe. Powered by Twilio, Vaynerchuk and team can send a daily deal to the list at a cost of anywhere between $240 and $360 per text. According to Vaynerchuk, the SMS list of nearly 9,000 customers consistently outperforms Wine Library’s email list of 400,000 by a magnitude of 9x.”

This gives a new meaning to getting someone’s number in our modern era. SMS for ecommerce isn’t for all of ecommerce. There will be people who remain on the sidelines –– both companies and customers –– who prefer email or other channels of information. But for the loyal, for the niche audiences who prefer to receive near-immediate updates sent to the device they check more than 80 times per day, text message marketing and community building can generate millions in revenue. 

“I can't stress the importance of SMS marketing enough because of how astounding the numbers are in comparison to email,” says John Lim, CEO, AZN FLUSH. “On average, a great email list will get 20% open rate and a 2% CTR. We're seeing closer to 90% open rates on SMS and 20% CTR. Those clicks aren't just visits either. We're seeing great conversion rates and, on a per message basis, SMS is outperforming email for us.”

This is the type of success Vaynerchuck tapped into for Wine Library years ago. He essentially created a one-click type system similar to Amazon’s 1-click technology that gave them the edge for decades in online retail. 

Today, you can do what once was a Wine Library exclusive without having to custom code anything –– if you are on Shopify at least. 

“One good way for merchants who want to allow customers to buy in-message is using Postscript + Recharge + Shopify. Recharge allows for that sort of open access to credit cards of saved customers,” says Postscript Co-Founder and President Alex Beller. 

But before you go and set this up for your brand, Beller has one more piece of advice:

“All brands should not jump on this bandwagon. However, any brand with subscriptions, natural reorder cycles, or drop strategies should lean in here. Engagement rates are too high to ignore.”

Dennis Yu, CEO at BlitzMetrics, agrees. He says making text messages from brands feel fun and informative, like communication from friends, is key – rather than using it as a medium for a barrage of coupons and promos. 

“The issue is not about SMS as an extension of email blasting, but about producing content that's worth sharing, in this case, through short text-based messages.”

Great, but all of this leaves a lot of questions unanswered. 

  • How do you do SMS marketing?
    • Effective SMS marketing for ecommerce brands requires a strategy. This is a channel that can 10x revenue when done right. You will need to compliantly grow a list, set expectations, build trust, and more.
  • How can I grow my SMS list?
    • Ecommerce brands can grow their SMS marketing list through pop-ups on their website, as well as Text a Keyword programs that can help grow a list on non-owned channels like social media, for instance.
  • Is SMS marketing effective?
    • SMS marketing for ecommerce brands is incredibly effective. 98% of text messages are read by the end of every day, and 32% of consumers respond to SMS marketing from a brand (in comparison to email marketing’s 20% open rate and 2% click-thru rate).
  • How do you set up text marketing?
    • Setting up SMS marketing for ecommerce brands can be made incredibly easy with tools like Postscript, which have pre-build text message nurture flows, assign phone numbers, and more.
  • How can SMS be used for ecommerce?
    • Ecommerce brands can use SMS marketing for net new customer acquisition, repeat sales through VIP and loyalty programs, and for important information like new sales, drops, and more.
  • What types of texts can be sent to customers for SMS?
    • You can send pretty much any type of text message to customers, but you’ll want to be as on-brand as possible, as well as mindful that you aren’t sending too many messages to customers. Some of the best types of texts to send include conversational texts when a customer has initiated the outreach and is looking for information, birthday or anniversary messages, and reward program updates.

We’ll break all of that down even further here. This new channel is still in its infancy, and we already know what early adopters on Facebook ads or with 1-click technology were able to achieve: a massive leg up in their market. 

Why ecommerce marketers are embracing SMS marketing

Ecommerce marketers are embracing SMS marketing because engagement rates are high, consumers and customers say they prefer text (when it's relevant, of course), and because there is still room in the market for more brands to use this channel. 

In other words, there is active engagement and lower saturation than a channel like email marketing or Facebook advertising. Even though 60% of SMS users already receive spam messages once a week, and 28% receive one a day –– there is a way to build a loyal customer base through SMS (and not be considered spam at all). 

Just look at the numbers. 

Consumers are already on their smartphones (and in their text messages).

Consumers say they prefer it, and few ecommerce brands are embracing it. 

  • Multiple industries have discovered the value of business texting, with the highest use in real estate (73%), agriculture (65%), entertainment and leisure (63%) and construction, machinery and homes. (Zipwhip State of Texting Report, 2019)
  • 76% of consumers said they’ve received some kind of text message from a business. (Zipwhip State of Texting Report, 2019)
  • 67% of people would rather text with a business about appointments and scheduling than by email or cell phone. (Zipwhip State of Texting Report, 2019)
  • Only 22% of users will read a text from a business they’re not familiar with and has not given their mobile number. (TextLocal, 2017)
  • 32% of consumers respond to promotional text messages from retailers. (TextLocal, 2017)
  • 48% of U.S. consumers prefer SMS loyalty communication over direct mail, email or application loyalty communications. (eMarketer, 2016)
  • Nearly 35% of consumers prefer to receive coupons and promotional codes from retailers via text message. (CodeBreaker Consumer Mobile Engagement Report, 2018)

Because engagement is ridiculously high.

  • SMS engagement rates are six to eight times higher than email marketing engagement rates. (Retail Dive, 2018)

67% of consumers believe delivery updates are the most effective SMS messages, followed by order confirmations (64%), appointment reminders (64%), calendar reminders (54%) and promotional coupons (49%). (TextLocal, 2017)

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Ecommerce examples: How brands are using SMS

Based on the numbers above, it is clear that SMS for ecommerce can be perhaps best used to increase loyalty, and grow revenue as a result. After all, increase LTV and your LTV:CAC looks better and better.

Let’s look at how SMS marketing works across three distinct channels: acquisition, sales, and promotions.

Ecommerce SMS Marketing Example for Acquisition.

Grunt Style makes the most patriotic apparel on the planet—delivered straight to your door. Their team wanted to build a strong mobile revenue channel without compromising on user experience or email revenue. 

So, Grunt Style decided to test SMS for ecommerce as a cart abandonment recovery tool for new customer acquisition. Those texts saw a 25% click-thru rate and a 45% abandoned cart recovery rate from those who clicked the text message. Every abandoned cart text message Grunt Style sent earned them $4 back in revenue –– all within two weeks. 

After 45 days, the new SMS marketing channel had driven $650,000 in additional revenue. Now, Grunt Style doesn’t just use SMS for ecommerce only for abandoned carts. They also are building their list, and have gotten a new 50,000 subscribers within 45 days.

Ecommerce SMS Marketing Example for Sales.

310 Nutrition’s passion is helping customers improve their lives by providing proven solutions that fit their lifestyle. They help customers develop clean eating habits, staying active with the support of an engaged community, and starting the journey to healthy living. 

One big barrier to improving your life and changing habits? Time and convenience. To solve this for their customers, 310 Nutrition looked to SMS marketing. Their team wanted to explore SMS as a marketing channel, but needed to see great returns without dedicating much bandwidth. After all, a lot of ecommerce brand teams are small and bandwidth is limited. 

So, they set up a Reply-to-Buy texting automation to increase sales that integrated with their existing tech stack (Shopify, ReCharge, CartHook, Gorgias). The SMS channel quickly began generating an additional $100,000 in revenue per week. They saw a 59X return on investment, and made $2.65 per text message sent. 

Ecommerce SMS Marketing Example for Promotions.

UMZU takes a different approach than Grunt Style or 310 Nutrition. They are using SMS marketing to engage customers, educate them, and drive additional revenue through promotions. Since turning the SMS channel on, they’ve seen an increase of $87,000 in monthly revenue. 

“Since installing this we've opened an entire 7 figure/yr revenue stream we didn't have before, instantly,” says Britney Elbert from UMZU.

How can you use SMS marketing to improve customer experience?

At the very least, when it comes to SMS marketing for ecommerce, you should implement SMS updates on shipping and delivery.

Rent the Runway SMS Example
An automated shipping SMS message from Rent the Runway.

This kind of information and updating is non-intrusive and incredibly relevant to customers. Plus, it reduces customer service needs, reducing the number of customers calling or emailing in about where their package is. 

Beyond that vital information, here are a few other ideas on how you can use SMS marketing to improve your customer’s experience and create raving fans. 

1. Conversational SMS marketing.

This is likely the absolute best type of SMS marketing ecommerce brands can do. You can use it for VIP customers, for re-ordering, or for customer service itself. 

The key to this type of SMS marketing strategy is to build it into your entire funnel. Casey Armstrong, CMO at ShipBob, points to Verb Energy bars as a great example of this. 

“Verb Energy is doing an amazing job with SMS marketing right now and they are thinking through the entire buyer's journey. From your first order, all communication is done through SMS. If you run out of their energy bars, just text them. They have their phone number on all of their bars, so if you want to try some or are bored and need somebody to text, you can message them. They reply in a very conversational way and are not overly salesy, which is a must. The medium is the message and SMS as a medium is typically reserved for friends, so treat this channel accordingly.”

Verb Energy Bars SMS Example

Verb isn’t alone in this, either. 

“Grinds, 310 Nutrition, Redline Steel, NaturAll Club. All of these brands are using SMS in a way that is conversational and embraces the VIP 2-way nature of interacting with customers for both support and sales,” says Sean Wendt, Head of Revenue Operations at Postscript.

“Email and other channels are one way, the best SMS brands will take advantage of conversations at scale and make the buying and support process easier for customers that want to text instead of email or being tied to a website live chat.”

2. Reminders & celebrations.

Data is clutch in making this type of SMS marketing for ecommerce brands work. Figure it out though, and you’ll reign supreme in your customer’s minds as a brand that helps them remember when they are low on items, as well as when important life events are coming up. 

Alex Birkett, Growth at HubSpot and Co-founder at Omniscient Digital, can’t get enough of how Daily Harvest is implementing this strategy.

“Daily Harvest is my favorite example because it's so value-based. I really enjoy getting their messages. They aren't overly cutesy or clever. They're not pushy or sales-y. They just help me to remember when I can update my weekly subscription delivery, which, for the type of product they sell (food boxes), is incredibly useful.”

But what if you aren’t a subscription brand and you don’t have any product-based reminders to send? No problem. This is where birthdays and celebrations come in, says Aaron Orendorff, VP of Marketing at Common Thread Collective.

“Native and Pura Vida Bracelets each execute SMS masterfully. Unlike their emails lists (where brands can get away with more frequent communication), I only get texts for (1) major product releases — as related to my previous orders — (2) major sales, and (3) major events in my life — i.e., my birthday and the “anniversary” of my first purchase. Huge hat tip to Pura Vida on that last one. That basically nets out to one text every 2-3 months for each company, outside of order confirmations and shipping notifications.”

3. Rewards programs & sales.

You’ll want to be careful with how you message rewards programs and sales using SMS, but it can work.

For ecommerce writer and researcher Kaleigh Moore, she points to American Eagle as a great example of a brand using SMS to share updates about upcoming sales that aren’t annoying or spammy.

American Eagle Outfitters SMS Example

By tying the sale to a specific event, you are giving customers relevant information.

Hot tip: make that code specific to the SMS campaign so you can track success against other channels like email or social media.

Best practices & strategies for SMS marketing

Great, so you have a few ideas of what to use SMS marketing for in sending information and updates to your customers. You now even have some best in class examples of brands doing it so you can subscribe and keep track of what you like, and don’t. 

Now, let’s talk about how you put together a strategy for SMS marketing for your own ecommerce brand. 

First: a word about compliance.

As our world becomes more and more mobile, as consumers get more and more comfortable with mobile payments, and as VR and AI drive more of our experiences, data and how brands manage it becomes an important consumer topic. 

We already see this happening in the news and around the web. And Gen Z is going to be a generation well-versed in their digital data rights. 

So, before you even begin to think through an SMS marketing strategy, start first with compliance. 

“To stay compliant with TCPA and other laws, it is very important that you only send to subscribers who agreed to be sent SMS messages in the first place,” says Eric Carlson, Co-Founder, Sweat Pants Agency. “Also, it is important to update your privacy policy about ways you may communicate and let consumers know how they can opt-out. Keep your messages kid friendly, too. No profanity. No violence.”

Postscript Handles the Heavy Lifting

Postscript helps you save time by automating TCPA compliance. Specifically, Postscript provides:

  1. Copy and paste TCPA compliant language to update your Terms of Service & Privacy Policy.
  2. Tools and language to ensure you're receiving proper consent at checkout.
  3. In conversation opt-in confirmations and opt-out prompts.
  4. Automated waking hours and overnight automation delays.
  5. Double-opt in technology.
  6. An automated opt-out and unsubscribe process (ie reply "Stop" to unsub).
  7. Pre-built compliant pop-ups and sign-up forms.

1. Setting expectations and starting small.

As mentioned earlier in this article, the best way to make SMS marketing work for your ecommerce brands is to set expectations well. 

“Push SMS deep into the funnel as a retention or post-purchase support channel,” says Aaron Orendorff, VP of Marketing, Common Thread Collective. “Integrate it with shipping and fulfillment first — much like Facebook Messenger — so it becomes a natural place for relevant information. Only after establishing it as a genuine place for helpful – and human – interaction should brands then begin to leverage it for personalized upsells, reorders, and loyalty programs.”

This means that there are four steps to getting starting with an SMS marketing strategy:

  1. Begin building your list by placing compliant opt-in sources throughout the customer journey.
  2. Turn on transactional messages like SMS shipping and delivery updates, and order confirmations.
  3. Enable post-purchase customer support flows like, “How's it going with your purchase?”
  4. Launch basic marketing flows like a welcome series and an abandoned cart. On welcome messages, be sure to communicate how the channel will be used. For example, will you be sending important updates, VIP drops, etc? This is where you begin to set expectations.

This is important because this is setting the tone for how your brand communicates with the customer. Start here, and it won’t be so jarring when you send additional information later. 

“Test the waters with newly acquired customers,” says David Tendrich, Co-Founder, Sweat Pants Agency. “For newly acquired customers, you're setting the pace of the relationship at the beginning, so they know to expect that communication from you going forward."

2. Determine when and why you will message.

Will you be one of the brands that sets up conversational SMS marketing? If so, will you use bots or will you use people? How will you fund that? These are all important questions to think through as you set up your SMS marketing strategy. 

If you aren’t going the conversational SMS marketing route, beyond order confirmation and shipping and delivery information, what and when will you send? 

  • Will you update folks on their birthday? How will you collect that data? 
  • Will you send updates on the one-year anniversary since their first purchase? How have you built their loyalty over time to even appreciate that message? 
  • What about customer service and re-orders? How will that work through SMS? Can they message you, or is it one-way?

“Focus on quality over quantity,” says Sean Wendt, Head of Revenue Operations at Postscript. “Using integrations and segmenting to text people based on their behavior with your brand matters because everyone reads every message. Treating SMS like email is a fast track to unsubscribes and lost loyalty.”

3. Building your list and getting compliant opt-ins.

A huge part of your SMS marketing strategy is how you are going to build your SMS list and collect compliant opt-ins. 

One big thing to remember here is that building an SMS list is similar to building an email list, but the purpose and cadence of communication are very, very different. 

“Remember that SMS is a more intimate channel,” says Andrew Capland, Head of Growth at Postscript. “Segmentation and list management is incredibly important. People will see your texts. So making sure you send your content to the right cohort of subscribers is incredibly important.”

Let’s look at a few ways to build the list, and how to use these various lists as a baseline SMS marketing segmentation strategy.

1. Post purchase.

We’ve already covered this a good bit as a best first place to start. You can do this easily in Shopify or Shopify Plus, with a few different steps for each. Remember, as you collect SMS numbers, it is important that you do 3 things very clearly and very well:

  1. Request that the customer sign up for marketing updates.
  2. Explain that the customer will be receiving text messages from you in a TCPA-compliant manner, meaning that they acknowledge and agree: (a) to receive automated, recurring marketing messages to the consumer’s mobile phone number; (b) which may involve the use of an automatic telephone dialing system (“ATDS”), and (c) that consenting to receive such messages is not a condition of purchase.
  3. Request that the customer provide their phone number in order to receive the text messages.

A great place to do this is at checkout. You can, and should, use the following messaging (or some variation of it) at checkout when collecting information to notify the customer of what they are signing up for: 

I agree to receive recurring automated text messages at the phone number provided. Consent is not a condition to purchase. Msg & data rates may apply. View our Terms of Service for details.

Here is what it looks like in practice:

Collecting Compliant SMS Numbers from Customers

Again, the setup for your checkout is different based on if you are on Shopify or Shopify Plus

2. Via email.

Surprise! You can build your SMS list using your already existing email list. Simply use a smart link in your email and let folks sign up if they are interested in that as a messaging channel. Be clear here, both in visibility of this option in your email as well as in what you will message to people. 

You want them to want to get your messages, not to be surprised (i.e. annoyed) by them. Here are two examples from two very different brands to give you an idea of what this may look like.

Buttercloth email campaign collecting SMS numbers

Buttercloth email to text example.

 

STAUD email campaign collecting SMS numbers

STAUD email to text example.

 

Set this up for your brand right now, right here.

3. One-click-to-opt-in mobile popup.

Have a specific landing page or blog post on which 80% or more of your traffic is coming from mobile? For a lot of sites, that is true for nearly their entire site. For those pages, or for the site in general, it makes sense to have a one-click-to-opt-in mobile pop up.

Text to subscribe example

 

These pop-ups can be customized for specific pages as well as offerings. For instance, you can have a pop-up on a product page for a discount, or on a blog post page for a product announcement.

4. Click-to-text opt ins.

Now, we know that online marketers have about 3 seconds to capture someone's attention and encourage them to take an action. This makes convenience and ease the name of the game in getting increased sign ups and engagement. 

This is where click-to-text opt ins come in. These types of SMS marketing opt-ins only require two taps, like the example above. 

Or, perhaps better, you can simply tell potential and existing customers to text a keyword to a certain number.

Text to keyword example for ecommerce

You can then use that CTA on social media, in emails, on your site, on mailers, on TikTok –– wherever you want.

Managing, Measuring & Optimizing SMS Marketing Campaigns

Great! You have a strategy in place! Now, how do you know it is working? Let’s talk through KPIs for SMS marketing. 

In general, your KPIs for SMS marketing are similar to email. You can measure open rates, click thru rates, and opt-outs. There is one big difference here, though. You should set goals for open rates and click thru rates much higher than you do in email marketing. 

“Your open rates need to be north of 40% if you have decent content,” says Dennis Yu, CEO, BlitzMetrics

Additional KPIs to look at are Revenue and EPR, or earnings per recipient. This information will help you to better predict revenue growth and impact from this channel, which will in turn help you build a case for increased investment in it as it grows. 

“If you're on the fence about SMS, measuring return on investment & engagement rates will convince you about the effectiveness of the channel,” says Andrew Capland, Head of Growth at Postscript.

Managing and respecting opt outs.

Similar to email marketing, you will have folks who no longer want to be a part of your SMS marketing channel. That’s OK, and you make sure that from the moment they let you know that, they no longer receive SMS information. This is part of SMS marketing compliance. 

That said, platforms like Postscript make that incredibly easy for marketers via opt-out automation. As soon as someone sends STOP to your account, they will no longer receive your SMS messages. 

In fact, even if someone messages you any one of the variants below of the word STOP, they will be unsubscribed. These are known as “fuzzy” opt-outs, and tools like Postscript take care of these for you immediately. 

Fuzzy Opt-Out Keywords

  • STOP
  • stpop
  • stpo
  • end
  • unsubscribe
  • cancel
  • do not text
  • do not call
  • don't text
  • don't call
  • take me off
  • wrong number
  • remove me
  • ***k you
  • ***k off
  • eat ***t
  • do not contact
  • don't contact
  • do not message
  • stop texting
  • stop ****ing texting
  • unsubscribe me
  • stop sending texts
  • stop sending me texts
  • Stop the text, please!
  • Stop sending me text message! I have asked many times and you continue to send them to me!
  • Stop 🛑
  • STOP SENDING ME THESE TEXTS... I already ordered one and I don't want to keep getting texts from you
  • Please remove. Thanks.
  • Stop all texts to me!
  • Please delete me from your text list. Thanks so much!
  • Stop sending me text
  • Stop sending these, please!
  • Remove this number
  • Do not text
  • Remove my phone number
  • Stop all
  • Quit texting me you already ripped me off
  • Please remove my number from your system. Thank you!

Tools and Technologies to Automate SMS Marketing for Ecommerce

The goal with good marketing strategy, an SMS marketing strategy included, is to build it into your existing tech stack. This is because data is the currency of our age, and for SMS marketing in particular, the oil that makes it run smoothly. 

You’ll need to connect it to your CRM or ecommerce platform (or both!) so you can send the right messages at the right time, monitor how often you're sending messages so you don’t overwhelm folks, keep a finger on the pulse of cohort open rates, click thru rates and opt-out rates, and measure revenue from various SMS campaigns (likely by cohort). 

In other words, good SMS marketing automation tools allow you to trigger messages based on events, have pre-built recipes and workflows, and sync all data and activity into the single source of truth you are already using. 

There are one of three ways brands can go as they integrate and automate their SMS marketing strategies and flows. 

1. Totally custom.

A totally custom SMS marketing build out is what Vaynerchuk used for WineText. In fact, this is what most brands used only a couple years ago because there weren’t any SMS tools to use instead. 

You build a custom SMS tool using an API from Twilio or AWS. Because it is totally custom, this option comes with a lot of work on your development team. Nothing is pre-built (no automations, for instance). 

When would this option even make sense? Not often –– but if you are using a completely custom tech stack, and are needing incredibly unique automation and data integration customizations, then this option might be for you. Be sure to scope this out with your development team, or your development agency. The cost of this can grow quickly, and you’ll want to follow through multiple QA tests to ensure it works the way you intend. 

2. Mass texting solutions.

The first SMS marketing solutions to hit the market were just that –– broad mass texting solutions. They took the need for custom builds off the table, giving brands the ability to not have to start from scratch. 

But these solutions don’t often come with integrations into ecommerce backends, nor with the automations specifically for ecommerce needs. Instead, many of these were built specifically for B2B businesses. 

A few examples of early mass texting tools to hit the market are BulkSMS and SendHub

3. Ecommerce SMS marketing automation platform.

Ecommerce SMS marketing automation platforms are literally built for ecommerce brands. They have pre-built automations specifically for ecommerce brand needs, prioritize compliance so brand marketers don’t have to get too deep into the technical work, and are often built as SaaS solutions, which means any updates made to the platform can be used by all brands using the tool. 

This kind of build is what Postscript is, and follows a similar build out to Mailchimp or Klaviyo. Those tools integrate easily with the ecommerce tools you are already using (likely Shopify), but also have easy to tap into APIs that can be used for more custom needs on Magento, for example. 

This means that you can easily scale, pay a low monthly fee and get all the benefits of a purpose-built solution so you don’t have to re-create the wheel. 

“We use Postscript with several of our ecommerce brands, and integrate with Klaviyo (email subscribers), privy (for pop-ups) and Gorgias (for customer service),” says Eric Carlson, Co-Founder, Sweat Pants Agency.

How can an SMS automation platform for ecommerce help brands scale with text messaging?

Similar to email marketing, SMS marketing has a lot of up-front work needed in order to set it up properly. And, it needs quarterly monitoring and measuring to make sure that your messages are effective. 

But, once you set up your SMS marketing strategy and measure it appropriately, the scalability is endless. 

“Any serious marketing team has already invested in email automation. The reasons there are obvious (tracking, automation, time savings, and increased ability to optimize),” says Alex Birkett, Growth at HubSpot and Co-founder at Omniscient Digital. “The same should apply for brands who are serious about making SMS work at scale. A proper platform helps you measure, scale, and ultimately optimize and improve your campaigns, resulting in increased ROI.”

Scalable SMS Marketing Automations & Recipes

It’s important to note that you cannot send texts to customers whose phone numbers you already have, but didn’t collect as part of an SMS marketing strategy. This is part of being compliant, and tools like Postscript help to make sure you follow those rules. 

That said, here are the top four SMS marketing automations that scale your list, and your SMS marketing revenue from day 1. 

1. Abandoned Cart.

Customize these messages however you want, but the recipe for Abandoned Cart SMS marketing is already built-in and ready for you to hit GO.

Abandoned Cart SMS Campaign

Tracking and measurement is also measured here to make sure you have a handle on what is working, and how well. 

2. Loyalty Offer.

The Loyalty Offer is another great SMS recipe to launch on day 1. Again, customize the messaging however you want, but the workflow is already built out for you, including measurement of the campaign.

Loyalty Offer SMS Campaign Example

You can easily include gifs in these to make your messages feel more friendly and branded.

3. Shipping Notifications.

If you are using Shopify, you likely already have these shipping notifications turned on. The problem with Shopify’s built-in solution is that you can’t see engagement rates, success, etc. Simply turn this pre-built recipe on to take the place of the Shopify flow.

Shipping Notifications SMS Campaign Example

4. Welcome Series.

Finally, the Welcome Series SMS marketing recipe. This recipe and workflow is an introduction to your brand, both in terms of value but also in getting new fans and customers used to your texting communication. 

Welcome Series SMS Campaign Example

All messages here can and should be customized, but the workflow and recipe is already built out. 

SMS Marketing Recipes, Workflows and Putting It All Together

Don’t believe it can be this easy to launch your SMS marketing strategy? Get yourself a 30-day free trial of Postscript and see for yourself. Test it out. Use the built-in metrics to track success. If it doesn’t work and you aren’t seeing at least a 15% increase in engagement, turn it off. That easy. 

Get started today.

Launching SMS marketing at your ecommerce brand?

Now is the time to start. And you are more prepared than ever. Whether you launch a simple welcome series SMS marketing strategy, and follow up with weekly newsletter-like texts or use SMS for your VIP customers, or choose to follow a drop strategy with SMS marketing as your push tool –– the possibilities, and the consumer attention, is endless. 

Right now that is. As new channels launch in the ecommerce space, it is the early adopters who often see the biggest gains. Build your brand off of an SMS marketing strategy. Build trust. Build the list. Build personalization. And then confidently grow sales through a text channel to 10x you other marketing channels. 

Your next step from here is building out templates and copywriting to build engagement in your SMS messages. Start with our SMS templates for ecommerce brands, and then personalize them to your brand’s unique personality, point of view and more.

Author: Tracey Wallace

Tracey Wallace - Ecommerce Content ExtraordinaireTracey Wallace is a freelance writer and researcher for Postscript and SAP. She is also Head of Marketing at Eterneva, a grief wellness company. Prior to Eterneva, she ran global content marketing and strategy for BigCommerce, the leading SaaS ecommerce platform for enterprise and B2B brands.

Continue to Chapter 2

15 Benefits of Sending SMS Notifications to Ecommerce Customers