*Ping* 20% off today only! Code SPRINGFEVER. Do these messages look familiar? You might recognize them from your phone. Messages like these are called SMS triggers and they’re widely used to communicate with customers.
From appointment reminders to retrieving lost passwords to logins, many service providers use SMS for convenience and security reasons. It’s no wonder then that they can also be a valuable tool for retrieving abandoned shopping carts.
How do SMS triggers work?
SMS retargeting uses personalized text messages featuring reminders or promotions to draw shoppers back to a site. When used in conjunction with email and ads, SMS has the power to recover up to 25% of revenue lost to cart abandonment.
Integrating SMS retargeting is easy: once you’ve captured a customer’s cell phone number, you determine a set of rules to trigger specific actions, like sending a promo code, reminder, discount or other incentive.
You can use SMS triggers tailored to recover abandoned shopping carts to increase conversion rates. For example, you might define a criteria for sending an SMS trigger with a discount code as a basket worth X amount. You might set a second criteria as a timeframe for action: if the customer does nothing within two hours after the first message, that might trigger a different kind of incentive.
Advantages of using SMS triggers
SMS retargeting offers some clear advantages for merchants seeking a holistic approach to tackling the problem of cart abandonment. First, due to its opt-in nature, SMS retargeting is a non-invasive way to communicate with customers. They provide their name and phone number, and agree to receive updates and promotions. They’re free to unsubscribe at any moment – but few do.
SMS is also incredibly flexible and easy to personalize, which means texts can be tailored for individual campaigns and customer segments. This is crucial today, as customers demand more customized products and interactions with the companies they choose to do business with.
Perhaps the best argument for using SMS is that it reaches customers in real time, building a sense of urgency that helps encourage purchasing follow-through. Texts have a 97% open rate compared to email’s 22% open rate, increasing a campaign’s chance of converting.
A few Do’s and Don’ts of SMS retargeting
SMS retargeting can be a powerful tool in a marketing campaign, but like anything else, there are best practices to follow. Here are a few things to keep in mind if you decide to use SMS retargeting to combat shopping cart abandonment.
Keep it short
Send multiple messages for the same campaign
SMS retargeting is for everyone
SMS retargeting can be adapted to fit any business’ target audience, needs and objectives. You decide message content, how many to send and how often, until you’re satisfied with the result (or decide you’ve done all you could without harassing customers). You connect with shoppers on a personal level and give your messages a better chance of being read and acted upon than email.
SMS is a full-blown marketing tool that offers many possibilities for eCommerce businesses while responding to users’ need for mobility. With tomorrow’s generation of shoppers hopping on mobile devices before the age of 8, clearly online merchants can use all the mobility they can get!
Carts Guru is a comprehensive retargeting solution designed to increase cart abandonment conversion. The only product that allows you to use email, SMS and automated calls separately or in combination, so your target is precise and easily engaged.