Do SMS Marketing Campaigns really work?

SMS marketing campaigns are quickly becoming one of the most effective channels for eCommerce marketing, thanks to their ability to reach customers quickly and directly. Yet, we still know relatively little about them. We're talking, of course, about SMS marketing campaigns.

We’ve already mentioned it briefly when discussing Klaviyo, which uses SMS as one of the innovative features of its platform (after all, its full name is indeed Klaviyo Email Marketing & SMS).‍

And yes, more and more companies are integrating SMS marketing campaigns into their strategies to boost engagement and increase sales.

In this article, we’ll do a quick recap to discover how to make the most of this tool so you can be prepared when it becomes an even more crucial strategic standard.

What are SMS Marketing Campaigns?

SMS marketing is a form of direct marketing where brands send promotional messages, offers, order updates, and other communications directly to customers' phones via SMS (Short Message Service).

These messages are only sent to those who have explicitly consented to receive them, making the channel highly targeted and personal.

Alongside SMS, many businesses also use MMS (yes, the old multimedia messages): it may seem like an outdated feature, but they allow you to send images, GIFs, or videos, increasing visual engagement and creativity in campaigns.

Types (and benefits) of SMS Marketing Campaigns

When integrating an SMS marketing campaign into your strategy, there are three main types of communications you can send:

• Promotional SMS
  These are messages sent to promote sales, new products, or events. An effective example is sending an automatic message to someone who abandoned their cart, offering a small discount to encourage purchase.
• Transactional SMS
  These are informational messages sent to update customers on the status of an order. For instance, order confirmations, shipping updates, and delivery notifications. These SMS improve the post-purchase experience and increase customer satisfaction.
• Conversational SMS
  With advanced AI technologies, you can manage automatic conversations with your customers via SMS, answering common questions and solving problems in real-time.

Why Invest in SMS Marketing Campaigns?

Integrating SMS marketing campaigns into your eCommerce strategy can offer numerous benefits. Here are the main ones:

• Immediate Engagement
  SMS messages are read quickly, often within minutes of being received. This makes SMS marketing campaigns ideal for time-limited promotions, product launches, or flash sales.
• High Conversion Rates
  According to industry research, about 47% of users who receive a promotional SMS make a purchase. SMS marketing campaigns offer conversion rates often higher than other channels.
• Direct Connection with Customers
  SMS marketing is personal. Customers tend to subscribe to only a few brands, making communication more intimate and targeted compared to email or social media.
• Complement to Email Marketing
  SMS and email campaigns work best when integrated. Using these channels together allows you to reach your customers on multiple fronts, increasing the effectiveness of communication.
• Channel Ownership
  Unlike social media, SMS marketing is a channel you fully control. You’re not dependent on algorithms or external platforms, and you can communicate with your subscribers whenever you want.

How to Start an SMS Marketing Campaign

To launch an effective SMS marketing campaign, it’s important to follow a few best practices:

• Obtain User Consent
  Respecting privacy is crucial. Make sure your customers voluntarily subscribe to receive SMS messages, using website pop-ups, subscription forms, or specific keywords like "JOIN."
• Segment Your Audience
  Just like with email, SMS marketing campaigns need to be personalized. Segment your contact list based on purchase behavior, preferences, or order history to send relevant and pertinent messages.
• Create Short and Clear Messages
  SMS must be concise. Use direct language and always include a clear call-to-action (CTA). Offer an incentive, such as a discount code or special offer, to increase the likelihood of conversion.
• Choose the Right Times to Send
  Timing is everything. Send your SMS at strategic moments, such as during a new product launch or during holidays, to achieve maximum impact.

SMS Marketing with Klaviyo: preparing for the future

SMS marketing campaigns represent an incredible opportunity to boost engagement, increase sales, and build long-term relationships with your customers.

By optimizing the channel and integrating it into your email strategy, you can achieve extraordinary results, transforming the way your brand interacts with its audience.

Currently, Klaviyo’s SMS service is available in the UK, the US and some other countries all over Europe and the world (here the updated list), but to be ready when it launches, you can start exploring how to make the most of this powerful feature in supported countries.

This way, you can strengthen relationships with existing customers and attract new ones through targeted and well-segmented communication, preparing to integrate SMS marketing into your strategy as soon as the service is available in the Italian market.

Want to learn more about how to implement a successful SMS marketing campaign for your business?‍

Richclicks is a Klaviyo partner agency: discover how we can help you develop a tailored SMS strategy for your business.