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Every successful eCommerce strategy aims to optimize the entire customer experience. Because customer contact isn't limited to the actual point of sale - everything leading up to the moment a customer purchases your goods or services is equally important. You need to attract customers in the pre-sales stage, offer the best guidance and assistance during the sale, and make sure your customers stay happy post-purchase to build a loyal customer base.
The Power of SMS
Customer communication is only successful when you employ the right communication channels. You can send and shout your branded messages into the void all you want, but if nobody is there to receive it, you won't benefit from it. This is where SMS comes in.
SMS is a simple and familiar channel for customers to use. SMS messages consist of plain text, without fluff or rich media, and there's a 160 character limit to each message. There are no specific requirements needed for usage: a valid phone number and a service plan to send and receive text messages is enough. Every mobile phone has SMS built-in, so the infrastructure for receiving the messages is hard-wired into all mobile phones worldwide. With 5.1 billion people worldwide subscribed to mobile services (67% of the global population) it's safe to say that SMS is one of the most powerful ways to make sure your customers will receive your SMS messages, no matter where they are.
Read more about the popularity and value of SMS
How to Create a Successful eCommerce Strategy With SMS
1. Pre-Sales: Be Seen With SMS Marketing
Promotions and Offers
Announcing personalized pre-sale promotions and special offers can create a sense of exclusivity. You can for example offer early access to deals, special discounts, and rewards. By doing so, your existing customers will feel like they are privy to a special treatment, making them feel special and increasing the chances of early sales.
Sending promotional emails and newsletters to loyal customers used to be the most efficient way to entice your audience to buy more, but you're not the only one competing for attention. Inboxes are bursting at the seams with the amount of emails customers get from businesses. Between those and all other noise -like spam- it's becoming increasingly difficult to stand out.
SMS boasts incredible open rates as high as 98%, which means that your messages not only reach your customers, but those messages will also actually be read! SMS Click-Through Rates (CTR) are also 9.18% higher compared to other digital channels, and customers are thirty-five times more likely to read it than they are an email. This is further proven by the fact that 85% of surveyed people in 2023 admitted to prefer receiving text messages over email or phone calls (Statista).
SMS is also now actively combating spam with the recent changes to 10DLC and the addition of the Campaign registry. The promotional messages retailers send must first be approved by the Campaign Registry, preventing spam abuse and helping your messages stand out even more!
2. Purchase: Secure Conversions and Payments With SMS
Abandoned Cart Recovery
Some customers wander away from their online carts, for whatever reason. You can send reminders via SMS to customers who have abandoned their online shopping carts with additional information, discounts, or other incentives to complete the purchase. By including a short link to cart in the SMS message, you can create an easy checkout process and a seamless shopping experience.
Authentication and Security
You can also make the purchase process easier and more secure by implementing authentication methods via SMS. You can send One Time Passwords (OTPs) to your customers to verify their identity before payment to protect both your customer and your business from unwanted activities.
3. Post-Purchase: Continued Updates and Support via SMS
Order Confirmation
What's the first thing customers want to receive after purchasing your goods online? A confirmation of that order. It will put their mind at ease and confirm that the purchase and payment went well. You can send these confirmations via SMS, including additional information such as a track&trace link, estimated delivery times and other important updates regarding the order.
We learned that people – especially first-time buyers – tend to contact us or the restaurant. They are in doubt whether the service works and the restaurant actually received the order and is preparing the meal. We removed that friction with a quick SMS to save time and money. An SMS notification truly adds value here. - Sander Kole, Director IT at Takeaway.com
Takeaway.com is one of Europe’s most popular food delivery services. They inform their customers via SMS that the order has been received, removing friction and adding value to the customer experience. Read their success story: Customer Story - Takeaway.com
Delivery Notifications
You've send your customer a confirmation via SMS with the details of their purchase and an estimated delivery date. Are you done? Well, no. What if traffic is bad, there's shipping issues, and everything goes wrong? The delivery is late, your customer is a no-show, and the logistical issues that arise will be costly. So how do we prevent this?
You may not be able to influence external factors, but you can take control of the delivery process by communicating about it. Send status updates of the delivery to your customers through SMS notifications. Keeping your customers in the loop is a major factor in providing a good customer experience.
Personal Support and Valuable Feedback
The aftercare of a sale doesn't just end at the delivery though. Your customer may have questions or feedback regarding your product. Direct customer support via SMS offers your customers an accessible and quick channel for all their needs. And you can even ask for feedback via SMS surveys, gathering valuable feedback to enhance the customer experience your business offers.
Empower Your Business With SMS
The simplicity and effectiveness of SMS make it an indispensable tool for driving traffic, boosting sales, and fostering customer loyalty. Whether promotional messages, support, or abandoned cart recovery, SMS will help you connect with customers directly, timely and meaningfully.
With its quick setup via CM.com, you can start benefitting from the power of SMS in no time! Get in touch with one of our experts to discuss the possibilities for your business.
