How to create a successful eCommerce strategy with SMS

Why use SMS for eCommerce?

Customer communication is only successful when employed on the right channels and this is where SMS comes in.

SMS is an easy and common way to communicate with customers. The messages are simple and to the point with no bells and whistles and each message can be up to 160 characters long. But don't let that deter you. SMS' simplicity makes it effective; open rates are as high as 98%, customers are 35x more likely to read SMS messages than emails and 85% of consumers admit to prefer receiving SMS messages over email or phone calls.

Plus, there are no barriers to customers' receiving an SMS. All your customers need is a working phone number and subscription as every mobile phone has SMS functionality built-in. With a whopping 67% of the world population using mobile subscriptions, using SMS is a powerful way to make sure your customers receive your SMS messages.

How to use SMS across the entire eCommerce journey

1. Pre-sales: be seen with SMS marketing

Promotions and offers

Announcing personalised pre-sale promotions and special offers can create a sense of exclusivity. For example, offering early access to deals, special discounts and rewards to loyal customers. By doing so, customers will feel appreciated and engaged, increasing the chances of early sales.

French lingerie market leader, Etam did just that. Sending promotions and offers via SMS to its loyalty program members. As a result, the retailer achieved a higher repeat purchase rate.

"We have the ability to track the SMS delivery rate - which is close to 100% - and the repeat purchase rate we have in the webshop and stores. Nowadays, SMS is a profitable channel. We see that the repeat purchase rate is higher when people have received an SMS, both in number of visits and in turnover." Jonathan Attali, Digital and CRM Director at Etam

2. Purchase: secure conversions and payments with SMS

Abandoned cart recovery

Sending customers who have abandoned their shopping basket additional information, discounts or other incentives can drive purchases. For example, by including a short link to the basket in an 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 customers and your business from unwanted activities.

3. Post-purchase: continued updates and support via SMS

Order confirmation

Confirming a customer's order after purchase will put their mind at ease and assure them that the payment and order were successful. You can send these confirmations via SMS, including additional information such as a track and trace link, estimated delivery times and other important updates regarding the order.

One of Europe’s most popular food delivery services, Takeaway.com (acquired by JustEat), uses SMS for this exact reason, informing their customers that the order has been received.

"We learned that people – especially first-time buyers – tend to contact us or the restaurant. They are in doubt about whether the service works and whether 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

Delivery notifications

You can also remove friction from the buying journey by consistently updating customers on the whereabouts of their orders. For example, if a shipping issue means the delivery is late, communicate that and send status updates of the delivery to your customers via SMS. This will keep them in the loop and provide a positive customer experience.

Personal support and valuable feedback

Post-purchase engagement and support should not end at the delivery. For example, your customer may have questions or feedback regarding the product. Direct customers to SMS for support, offering your customers an accessible and quick channel for all their needs. You can even ask for feedback via SMS surveys, gathering valuable feedback to enhance the customer buying journey.

Empower your eCommerce strategy with SMS

The simplicity and effectiveness of SMS make it an indispensable tool for driving traffic, boosting sales and fostering customer loyalty in eCommerce. Whether promotional messages, support or abandoned cart recovery, SMS will help you connect and engage 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.