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  • Writer's pictureolena severyn

How to incorporate SMS in your marketing strategy?

SMS is an interesting channel to reach out to your audience. Some might hate it, while others love such close communication with their favorite brands. Regardless of your preferences on this subject, there is a big chunk of your audience who would love to receive SMS from you.

With phones being the center of our attention most of the time, it's no wonder that SMS always catches our attention and drives clicks.

Some statistics on SMS:

90% of texts are read within 3 minutes;

80% of people use phones to make purchases

8x higher click rate compared to email

50% increase in Klaviyo-owned revenue after adding SMS

This article is for you if you are not completely sure on how incorporate SMS into your sending strategy.

Why use SMS - screenshot from klaviyo

What can SMS do for your business:

- communicate time sensitive offers and have them noticed;

- reach customers who don't open emails;

- increase flow revenue;

- send transactional SMS updates;

- helps to be competitive with other brands (11% of businesses use SMS!)

- enhances campaign strategy by allowing "Keywords" for segmentation;

- 2 way messaging.

What content to send?

First of all, you must treat SMS and email channels separately and not duplicate the content that you are sending. While in emails you want to be nurturing your customers, by sharing informative content, launching promotions, selling products - in other words, save the more text-heavy content for your emails. For SMS, on the other hand, you must position it as a higher value channel - give them a higher value for being on your SMS list.

SMS is undoubtedly, a more personal channel, and if subscribers allow your brand to send text messages to them - it is truly a privilege and it must be well worth it for customers. This channel must be used to surprise and delight your SMS subscribers and you will build deeper relationships as a result.

The content you will send via SMS would generally differ from what you send in email campaigns. SMS is perfect for time-sensitive content (such as flash sales and last chance offers), SMS-only promotions, price drops, back-in-stock notifications, new product launches, and communication with your VIPs.

SMS should be used for both campaigns and flows. While the content in email and SMS campaigns should be different, for flows it's best when email and SMS work towards the common goal - to recover abandoned carts, deepen relationships, increase CLV, increase AOV. So you want to incorporate both emails and SMS in all your flows so that they work in harmony.

Difference between SMS and Email Campaign content

How to incorporate SMS to your sending strategy?

It is totally free to start SMS wth Klaviyo, and you won't know if it will work for your business and your audience until you try.

1. Set up SMS for your account + choose your number

2. Start collecting SMS consent.

- use prebuilt Klaviyo forms

- collect consent at the check out;

- send a campaign that targets you non-SMS subscribers offering them to sign up for SMS to receive a special offer.

- or use a banner in your campaigns and flow emails;

- use Klaviyo's Click-to-text banners available for mobile.

3. Add SMS to your flows:

Be smart with this one. Don't simply duplicate the messaging between email and SMS. For example, only send Abandoned cart SMS reminder if they didn't open the email that you have sent 24 hours ago.

  • Abandoned Cart

  • Welcome

  • Exit Intent

  • Browse Abandonment

  • Post Purchase

4. Start sending campaigns.
  • Early Access to sales

  • Last chance offers or extensions

  • Back-in-stock notifications

  • Event reminders

  • SMS subscriber's exclusive perks

  • VIP offers

5. Create additional SMS segments
  • Recent placed orders

  • Lapsed customers

  • Based on previous SMS opens or clicks

6. Consider additional flows:
  • Price Drop

  • Replenishment

  • Upsell/Cross sell

  • Birthday

  • Anniversary

  • Review Requests

  • Referral Requests

Must include in your SMS content:

- Business name;

- 1 clear call to action;

- Time sensitive offer that surprises and delights;

- Clear instructions on how to Opt-out;

SMS can truly take your marketing strategy to the next level by engaging with subscribers who prefer SMS and sending them targeted, hyper-personalized messages. You now should be clear on the difference between SMS and email content strategy and, hopefully, you are excited to start building SMS channel for your brand!

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