SMS message campaigns remain one of the most underrated direct marketing tools. In times when customers’ email inboxes are overflowing, and organic reach on social media can be fickle, a simple SMS message can break through with an effectiveness that other channels can only dream of.
For e-commerce, this is a chance to quickly reach customers, increase sales, and build lasting relationships – all in one concise message.
Why do SMS message campaigns work in e-commerce?
The effectiveness of SMS activities stems primarily from the simplicity of the message and the directness of contact.
The message goes straight into the recipient’s pocket and is usually read within minutes. In e-commerce, where the speed of customer reaction can determine the completion of a transaction, this is crucial.
What’s more, SMS message campaigns allow for precise targeting. Online store owners can divide their database into segments, directing personalized messages to selected groups of recipients – for example, reminders about abandoned carts, information about upcoming promotions, or discount codes for loyal customers.
How to plan effective activities using SMS messages?
Although SMS messages are short, their effectiveness depends on a well-thought-out strategy. To achieve the desired effect, it’s worth remembering a few basic principles:
- Define the communication goal – do you want to increase sales, re-engage customers, or promote a new offer?
- Segment the recipient database – a different message will go to regular customers and a different one to those who haven’t made a purchase in a long time.
- Ensure attractive content – the SMS must be specific, concise, and contain a clear call to action (e.g., “Get -20% off today until 10 PM!”).
- Choose the right sending time – morning and afternoon hours on weekdays usually work best.
- Measure the results – check the CTR, number of conversions, and ROI to optimize future activities.
Most common uses of SMS messages in an online store
E-commerce is an environment where speed and personalization are essential. SMS messages can be successfully used in many situations:
- Promotions and sales – informing customers about a limited-time offer is an excellent way to increase sales.
- Abandoned cart reminders – a gentle SMS reminder often effectively motivates customers to complete their purchases.
- Order status notifications – customers appreciate information about shipping, delivery, and any potential delays.
- Loyalty programs – exclusive discount codes or pre-sale information are effective tools for building engagement.
- Surveys and feedback – after a purchase, it’s worth asking the customer to rate the product or service quality – a short SMS with a link is enough.
Example of activities that yield results
Imagine you run a clothing store. Black Friday is approaching – you’re planning a -30% promotion on selected products. A few days earlier, you send an SMS to customers with the information:
“This Friday, -30% off bestsellers! Only 24 hours. Sign up to receive a code [sample link]”
Thanks to this action, you gain:
- early customer engagement,
- Increased traffic to your store on the day of the promotion,
- The possibility of remarketing to people who clicked but did not make a purchase.
SMS messages and regulatory compliance
When sending messages to customers, you must remember the legal regulations, including GDPR and the Act on the Provision of Electronic Services.
Obtaining consent for SMS communication should be transparent and voluntary. It’s also worth including the option to unsubscribe from the list in the message content (e.g., “STOP” as a reply).
Also, ensure that the platform you use for mass sending provides secure processing of personal data and allows for the management of user consents.
Do SMS message campaigns really increase sales?
The answer is: yes, as long as they are conducted intelligently. SMS message campaigns do not require a huge budget, but they provide immediate contact with the customer, high open rates, and a real impact on sales results.
In the world of e-commerce, where every second and every click counts, SMS can be the very element that determines success.
If you haven’t tested this form of communication in your online store yet, now is the best time to start. A few well-thought-out messages are enough to notice a real difference.
