When I launched my first eCommerce business in 2007, email marketing was still pretty new and novel.
Email quickly became the most incredibly effective way to communicate with customers and potential customers and it was a surefire way to make a LOT of money.
Since then, obviously social media became a Very Big Thing, which has been awesome in terms of giving small businesses the ability to reach an audience for free or low cost.
But between all the social media notifications and the multitude of emails everyone now receives, it can make it more challenging to cut through that clutter and reach customers with your content.
So what else can you do to stand out from the crowd and be seen by your audience?
In recent years, SMS marketing has become an increasingly popular way for businesses to connect with their customers.
With a 98% open rate, SMS is a highly effective marketing channel that can drive engagement, sales, and customer loyalty.
In this blog post, we’ll explore how you can get started with SMS marketing using Klaviyo, a leading marketing automation platform designed specifically for the eCommerce business model, offering a suite of tools for email, SMS, and more.
But before we dive into the specifics of SMS marketing with Klaviyo, it’s important to understand the basics of SMS marketing and why it can be so effective.
What is SMS Marketing?
SMS marketing involves sending promotional messages to customers via text message.
These messages can include promotions, discounts, new product announcements, event invitations, and more.
SMS marketing is a highly effective way to connect with customers because people are always carrying their phones with them, and SMS messages have a 98% open rate.
This means that nearly everyone who receives an SMS message will read it, making it a highly effective marketing channel.
Why Use Klaviyo for SMS Marketing?
Klaviyo is a powerful marketing automation platform that allows businesses to connect with their customers across multiple channels, including email, SMS, social media, and more.
In an age where user privacy and customer consent is paramount BUT we still need to use data-driven digital marketing strategies – Klaviyo is the solution.
Klaviyo’s SMS capabilities are particularly useful because they allow brands to segment their audiences and send highly targeted messages.
For example, businesses can send different SMS messages to customers based on their purchase history, demographics, or interests.
This level of segmentation ensures that messages are highly relevant to each recipient, which can increase engagement and drive more sales.
Getting Started with SMS Marketing on Klaviyo
To get started with SMS marketing on Klaviyo, you’ll need to follow a few simple steps:
Step 1: Sign up for a Klaviyo account
If you haven’t already, sign up for a Klaviyo account. You can choose from a variety of pricing plans, depending on the size of your business and your specific needs.
Step 2: Set up your SMS account
Once you have a Klaviyo account, you’ll need to set up your SMS account. This involves adding your phone number and verifying it with Klaviyo.
You’ll also need to choose a sender ID, which is the name that will appear as the sender of your SMS messages.
Step 3: Grow your SMS list
To start sending SMS messages, you’ll need to grow your SMS list. This can be done in a variety of ways, including:
- Adding an SMS opt-in form to your website
- Collecting phone numbers at events or in-store
- Offering exclusive SMS promotions to customers who opt-in
Here’s a great example of growing your email and SMS list:
It’s important to make sure that you have explicit consent from each person on your SMS list.
This means that they have opted in to receive SMS messages from you and have given you their phone number willingly.
Failure to obtain explicit consent can result in legal issues, so it’s important to follow best practices when growing your SMS list.
Step 4: Segment your SMS list
Once you have a list of SMS subscribers, it’s important to segment your list based on relevant criteria.
This might include:
- Purchase history
- Geographic location
- Interests or preferences
- Demographics
By segmenting your SMS list, you can send highly targeted messages that are more likely to resonate with each recipient.
Step 5: Create SMS campaigns
Once you have a segmented SMS list, you can start creating SMS campaigns.
You can also start incorporating SMS into your automated flows. Combining email and SMS together in one flow can produce even greater results.
Klaviyo’s SMS capabilities allow you to create campaigns that include personalised content, such as the recipient’s name, purchase history, or other relevant information.
To create an SMS campaign in Klaviyo, follow these steps:
- Choose the audience for your campaign (i.e., which segment of your SMS list you want to send the message to).
- Create your SMS message. Klaviyo’s SMS message editor allows you to add personalisation tags, emojis, and links to your message.
- Schedule your SMS campaign. You can choose to send your message immediately or schedule it for a specific date and time.
- Review and send your campaign. Before sending your message, be sure to review it for any errors or typos.
Best Practices for SMS Marketing with Klaviyo
Now that you know how to get started with SMS marketing using Klaviyo, let’s take a look at some best practices to ensure that your SMS campaigns are effective and well-received by your audience.
1. Be Clear About What You’re Offering
When sending SMS messages, it’s important to be clear about what you’re offering.
Make sure that your message clearly communicates the benefit of your offer and what the recipient needs to do to take advantage of it.
For example, if you’re offering a discount code, make sure that the code is prominently displayed in the message and that the recipient knows how to use it.
2. Keep Your Messages Short and Sweet
SMS messages have a character limit of 160 characters, so it’s important to keep your messages short and to the point.
Make sure that your message communicates your offer and its benefits in a clear and concise manner.
If you need to include additional information, consider including a link to a landing page or your website.
3. Personalise Your Messages
Personalisation is key to effective SMS marketing (PLUS it helps the recipient understand the message is legit and not some kind of horrible scam…!!!)
Use Klaviyo’s personalisation tags to include the recipient’s name, purchase history, or other relevant information in your message.
This can help to make your message more relevant and engaging as well as trustworthy and believable for the recipient.
4. Be Mindful of Timing
By definition, sending SMS messages will be more intrusive than an email. So it’s important to be mindful of timing.
Make sure that you’re sending messages at an appropriate time of day (probably not 5am in the morning!) and that you’re not sending too many messages too frequently.
Generally, it’s best to send SMS messages during business hours and to limit promotional messages to once a week.
5. Test and optimise Your Messages
As with any marketing campaign, it’s important to test and optimise your SMS messages. Test different message content, send times, and audience segments to see what works best for your business.
Use Klaviyo’s analytics tools to track open rates, click-through rates, and conversions, and use this data to optimise your messages over time.
Incorporating SMS into Email Flows
One of the most powerful features of Klaviyo is its ability to create automated email flows that send messages to customers based on their behaviour and preferences.
By incorporating SMS into your email flows, you can create a more integrated and personalised customer experience.
Here are some examples of how you can incorporate SMS into your email flows:
1. Welcome Series
When a new subscriber joins your email list, you can send a series of welcome emails that introduce your brand and provide valuable information about your products or services.
Consider emulating the example from Oodie pictured above, by adding an SMS message to your welcome series that thanks the recipient for joining your list and provides a special welcome offer.
2. Abandoned Cart Flow
An abandoned cart flow is a series of emails that are sent to customers who have added items to their cart but haven’t completed their purchase.
By adding an SMS message to your abandoned cart flow, you can remind the customer about their abandoned cart and provide an incentive to complete their purchase.
3. Post-Purchase Flow
After a customer makes a purchase, you can send a post-purchase flow that includes order confirmation and shipping information, as well as an opportunity to leave a review or provide feedback.
Consider adding an SMS message to your post-purchase flow that thanks the customer for their purchase and provides a special offer or discount for their next purchase.
4. Win-Back Flow
A win-back flow is a series of emails and SMS messages that are sent to customers who haven’t made a purchase in a while.
By incorporating SMS into your win-back flow, you can increase the chances of re-engaging lapsed customers and encouraging them to make a purchase.
What Kinds of Content or Promotions Can You Send via SMS?
When it comes to SMS marketing, there are a variety of different types of content and promotions that you can send to your audience. Here are some examples:
1. Promotions and Discounts
Promotions and discounts are a popular type of SMS content, as they provide an immediate incentive for the recipient to take action.
Consider sending exclusive offers or discount codes to your SMS list to encourage them to make a purchase.
2. Event Invitations
If your business is hosting an event – such as an in-store demo or launch – consider sending an SMS message to your audience inviting them to attend. This can be a great way to generate excitement and increase attendance.
3. Product Launches
If you’re launching a new product, consider sending an SMS message to your audience to let them know. This can be a great way to generate buzz and encourage early adoption.
4. Product Selection Quiz Results
Product selection quizzes are a great way to engage your audience and help them to choose the right product to buy.
For example, if you sell skincare, it may be hard for a customer to figure out which products suit their skin type. This is where a quiz can help.
I love to offer an incentive at the end of the quiz in return for the customer subscribing with their email and/or SMS.
You can then send an SMS message to the potential customer with their specific product recommendations and the coupon code.
How Often to Send SMS Promos
When it comes to sending SMS promos, it’s important to strike the right balance between frequency and relevance.
Consumers typically only subscribe to a handful of SMS lists – three to five on average.
So, if you want to be one of those brands then you need to be mindful not to send too many messages too frequently, as this can be overwhelming and lead to unsubscribes.
At the same time, you don’t want to send too few messages, as this can lead to a lack of engagement and interest.
As a general rule, it’s best to limit promotional messages to once a week on average.
However, the frequency of your messages will depend on a variety of factors, including the preferences of your audience, the nature of your business, and the types of promotions you’re offering.
Here are some tips for finding the right frequency for your SMS promos:
1. Pay Attention to Opt-Out Rates
If you notice that a high percentage of your SMS recipients are opting out of your messages, it may be a sign that you’re sending too many messages or that the content of your messages isn’t relevant or engaging enough.
Use opt-out rates as a key metric for determining the appropriate frequency of your SMS messages.
2. Test Different Frequencies
As with any marketing campaign, it’s important to test different frequencies to see what works best for your business.
Start by sending messages once a week and gradually increase or decrease the frequency based on the response rates and opt-out rates you’re seeing.
3. Consider Audience Preferences
Different audiences may have different preferences when it comes to the frequency of SMS messages.
Consider surveying your audience to see how often they want to receive messages, or segment your audience based on behaviour and preferences to tailor your frequency to each group.
4. Balance Promotions with Other Types of Content
While SMS promos can be an effective way to drive sales and conversions, it’s important to balance them with other types of content.
Consider sending educational or informational messages, event invitations, or surveys to keep your audience engaged and interested.
Bringing it all together
SMS marketing can be a powerful tool for reaching and engaging your audience, but it’s important to approach it strategically and thoughtfully.
By using Klaviyo’s SMS marketing features, incorporating SMS into your email flows, and sending relevant and engaging content, you can build a strong and loyal SMS list and drive sales and conversions for your business.
Remember to test and optimise your messages over time, and always prioritise the preferences and needs of your audience.
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