Text message automation is certainly not a new channel of communication for B2C and ecommerce businesses. But, just like comparing your Nokia 3310, to your iPhone 16 - this marketing channel has come a long way over the last decade.
In this article, we cover the whats, whys and hows plus a few ideas to help your business cut through the noise of your competitors.
What is SMS marketing automation?
Simply put, they’re pre-written SMS messages scheduled to be sent to designated customers. They’ve become the perfect marketing tool as it’s quick, efficient, and scalable. Plus compared to other digital marketing activities, text message marketing has a 9.18% higher click-through rate.
The beauty of automated text messages is the focus on personalization for each of your customers. From the customer data provided, you can send the right message, to the right audience, at the right time, making it a very powerful marketing channel.
6 SMS campaigns to start with
SMS should not be treated in the same way as email. If you're not sure where to start, follow the advice shared by our expert Travis Hazlewood in our deliverability for SMS guide, "In the end, if you don’t know what to do, start by using it as a transactional and customer support channel before testing the waters with promotional communications."
To be a little more specific, some of the most common campaigns include:
Announcing a sale
Order confirmations/delivery updates
Abandoned cart
Requesting customer reviews
Personalized special customer messages. For example - birthday celebrations
Below, we'll share a little more about how to craft a successful campaign in each category, along with examples:
#1 Welcome new customers
First impressions are everything. Your welcome text message should give your new customer a perk or a way to share more about what they're looking for.
Welcome SMS examples:
Hi [first_name]! You’ve got great taste and we just know your new [product_name] is going to look great on you. If you’re looking for something to go with it, visit [website_URL] and use this exclusive code to get 10% off your next purchase - [code] 🛍
Welcome [first_name] to [company_name]. We want to ensure we’re serving you what you want. Reply to this message now with [option 1], [option 2], [option 3].
#2 Announcing a sale
Limited-time sales are an example of a promotional message that makes sense for the channel. Since sales generally have a time limit attached to them, there’s urgency in the message, making SMS a natural fit. Having a cohesive and holistic approach will help drive more eyes to your site, meaning more sales.
Sales announcement SMS examples:
The countdown is on! 24hrs until our annual mid-year stocktake sale is here. Up to 40% off all products. [First_name], we want to give you a chance to shop the sale a little early - [insert sale url]
[first_name], we’re excited to announce we’ve launched a new [product_name]! Be the first to get one when you use offer code [offer_code] to save $20
#3 Abandoned cart
The average cart abandonment rate according to 46 different studies sits at 69.82%. With numbers like that, you know you need to set up an automated journey to entice those customers back.
It’s important to note the device used when your customer was browsing on your site. If a mobile device was used, then best practice would be to set up text message automation. If it was a desktop, then email is a better channel to use. This can be set as a requirement when building your customer journey in Ortto.
Abandoned cart SMS examples:
Oops! We noticed you have left a few items unattended, [First_name]! Use code [code] to get [%] off and finish your order! [URL].
Omg! Looks like you left something behind. We are keeping hold of it for now, but it won’t be available forever. Use code [code name] to get a 10% off the entire order. [link to the abandoned cart] Reply STOP to opt-out.
#4 Ask for customer reviews
In a world where reviews, ratings, and digital word of mouth reign supreme, it’s a no-brainer to set up a text automation journey asking your happy customers to take 2 minutes and provide positive insight into their customer experience with your business. This form of social proof will help your business in many ways.
Customer review request SMS examples:
We loved seeing you today, [customer name]! We would appreciate 2 minutes of your time to leave us a review? [Review link] Pleeeeeease!
Hi [first_name]! Thanks for your recent purchase! Let us know how we did. It’ll only take 1 minute. Just go here: [link]. Thanks for your help!
#5 Personalized special occasion messages
It’s time to make your customers feel like they are part of the family! Creating an automated special occasion text message will make your customers feel special and assist in nurturing the relationship.
To express your appreciation to your customers and even encourage a purchase, set up a journey where your loyal customers receive a special discount or gift.
Birthday SMS examples:
We heard from a little birdy that it’s your birthday! 🐦 From everyone at [Company_name], we wish you a very happy birthday and enjoy your day. 💛
Happy Birthday [first_name]! 🥳 We want to help you get the party started with a extra special 15% off your next order. Visit [Store_URL] and use code [unique_birthday_code]
To celebrate your birthday, you have a free gift waiting! 🎁
Celebrate with [SiteName] and visit [StoreUrl] to claim it!
#6 Opt-out
Text message marketing is not for everyone. So if a customer does unsubscribe, don’t take it personally, and definitely don’t burn that bridge. Use it as an opportunity to improve your customer journey, and always end it on a positive note.
It’s important to monitor your unsubscribe rate to identify whether a pattern is forming. For example, if your unsubscribes increase drastically after sending a pre-sale alert then you may need to reassess the content of the message (amount and type), what time of day you’re sending your text campaign, and whether you may be better placed sending an end of sale alert.
Opt-out SMS examples:
We are sorry to see you go! It’s been fun. If you still want to keep updated on special promotions, sign up to our email here [Insert URL]. We’ll miss you.
It’s not you, it’s us. We’d love to know why you’re unsubscribing, so we can work on delivering a better customer experience. Follow the link to let us know. [Insert URL].
The final word
We hope this has kick-started your own journey toward incorporating text message automation into your marketing strategy. With the ability to send the right message to the right audience, at the right time, SMS can be one of the most powerful marketing channels used in today’s society.
