According to a study published by Finance Online in 2020, 45% of consumers prefer SMS as a communication channel. 80% of them think it is less intrusive, and 75% find the promotion sent by SMS easier to use. This is why SMS marketing is a huge leverage for businesses, especially for e-commerce.
Whether it’s following customers, promoting a special sale or discounting, this method of communication offers various possibilities for the e-commerce sector. Setting up SMS marketing campaigns is quick and easy with solutions like Octopush. For these reasons, it is necessary to use this technology in 2022.
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SMS Marketing: What are its advantages in e-commerce?
SMS marketing has many advantages for companies engaged in e-commerce. The first is undoubtedly his adaptation to any kind of society. In fact, small and medium businesses (SMEs) as well as large groups can use this strategy to reach a large number of customers, both nationally and locally. Likewise, it can be used in various fields of activity: beauty, technology, sporting goods, etc.
E-commerce has also praised this method for the interaction it provides. According to a report by App Annie in 2021, mobile users spend an average of five hours per day on their smartphones. Due to this high usage, SMS marketing campaigns have a rather high open rate.
They can be developed in different contexts: notification of a competition, promotion of a new product, relaunch of the basket, etc. In all cases, the e-merchant guarantees that the communication will reach the potential customer or customer. Even if his phone is off, he will get the message as soon as he turns it back on, and fast. So there is no bounce rate, unlike email marketing.
The advantage is that it can be easily integrated with other communication channels such as push notifications or email. Using different strategic levers is an effective way to achieve your business goal faster, such as increasing traffic to your e-commerce.
How to succeed in your SMS marketing campaign in e-commerce?
To boost your e-commerce sales, you need to come up with a well-crafted strategy. While developing it, it is important to consider some elements, such as protecting the personal data of its customers, or crafting a creative and effective communication message.
Respect user privacy
Before proceeding with the creation of your SMS marketing campaign, it is necessary to know the applicable regulations. In fact, although prospecting by SMS and MMS is permitted, the contacted persons must be clearly informed. It is also essential that they express their consent clearly before sending communications to them through this channel.
This is generally done using a checkbox with the following statement: “I consent to the use of my information for commercial prospecting”. The National Commission on Informatics and Liberties (CNIL) also recommends using a cache that is not set by default to allow consumers to oppose it. Each message sent must also highlight the identity of the advertiser, and must provide a simple way to object to the receipt of new SMS messages.
Write a short and catchy message
Then it comes time to write the message that will be sent to its contact database. Although it necessarily hits the target, it cannot be guaranteed to open and read. So the wording of the SMS should not be taken lightly. Moreover, an additional difficulty has been added: it should not exceed 160 characters (not counting the mandatory information, including the possibility of opting out). So the message should be clear and concise. Words should be chosen strategically and should carry a relevant offer, such as selling an exclusive product. There must be a sense of urgency.
To do this, it is necessary to divide your contacts. This way, it is easier to send a personalized, personalized contact to them (including the recipient’s first name), in order to convert as many potential customers into customers as possible. The call to action (CTA) should not be forgotten.
Send marketing messages in a timely manner
Regulations governing mobile marketing and the sending of advertising campaigns prohibit sending promotional messages between 8pm and 8am. It is also prohibited to send it on Sundays and public holidays.
In addition to legal obligations, it is the knowledge of their customers that determines the ideal position for sending communications via SMS. It depends on several factors: profession, age, habits … After several attempts, e-merchants can estimate the times when their target is available. Generally, marketers recommend sending SMS campaigns in the late afternoon, which is the time when the peak usage of messaging begins. Before that time, consumers are usually in the classroom or at work.
However, keep in mind that it depends on the business sector of the company as well as what you wish to promote. During events such as flash sales or Black Friday, the campaign will have a greater impact if launched shortly before.
Track the performance of your SMS marketing campaign
As with any other communications or commercial campaign, it is important to analyze the impact of its actions. Some Key Performance Indicators (KPIs), such as engagement rate and click rate, should be preferred. The results will make it possible to adapt and improve future campaigns, for which it is possible to conduct A/B testing.
For e-merchants, text message marketing is an effective way to achieve various business goals: customer loyalty, increased inbound traffic, increased sales… Once careful implementation is implemented, this method can be used to boost e-commerce store turnover in the long run. For these reasons, it should be an essential component of e-commerce strategies in 2022.