Businesses want a reliable means to reach customers and keep them engaged. Text message marketing offers marketers the channel they need to conveniently reach people on the device that everyone seems to have in their pocket.
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Understanding Text Message Marketing
Both MMS and SMS text message marketing allow you to contact customers almost instantly. Alerts let them know within seconds that they have received messages.
What is Text Message Marketing?
SMS, or short messaging service, and MMS, or multimedia messaging service, enable you to reach customers through their cellphones. As opposed to other marketing platforms, where you have to wait for customers to engage with a particular channel—such as Google, social media, or email—MMS and SMS text message marketing let you reach your customers immediately.
The Importance of Text Message Marketing in eCommerce
Text message marketing boasts an open rate of up to 98 percent with a 45 percent response rate, making it a powerful way to engage users. Customers appreciate the personalized nature of text messaging, especially when those messages have value. For example, customers like receiving updates on transactions or exclusive, customized deals. Text messaging successfully encourages people to order items they might not have otherwise bought. It also results in faster purchases.
Compliance and Regulation
Businesses that use text message marketing platforms have to be careful to stay within the letter of the law. Laws like TCPA and GDPR protect customer data and prevent businesses from invading messaging inboxes without permission.
Your company must obtain explicit consent before sending messages to people. To avoid violating these laws, it also needs to provide opt-out options for people who no longer want to receive texts.
Benefits of a Text Message Marketing Solution for eCommerce
Companies experience a variety of benefits when they employ text message marketing.
Immediate Reading and High Engagement
Direct communication through text messaging reaches customers faster and encourages quicker responses.
Personalization and Customer Experience
Tailoring messages for readers based on recent purchases, birthdays, and personal interests will help build customer relationships.
Increased Conversion Rates
Text messages enable you to get the word out about timely promotions, driving additional sales.
Cost-Effectiveness
With inspiring open and engagement rates, brands see a higher ROI compared to other marketing channels.
Integration With Other Marketing Strategies
SMS marketing works well with other common marketing strategies, including email and social media. Messages can complement content from other channels and build on engagement.
Key Features to Look for in Text Message Marketing Platforms
To see what makes text messaging such an appealing way to reach customers, let’s consider a few key features.
User-Friendly Interface
SMS and MMS messaging platforms offer easy management, so you can establish your strategy as you see fit.
Automation and Workflow Capabilities
A text message marketing solution makes it easy for businesses to use automated processes, such as drip campaigns and triggered messages. You can also preschedule messages so that you reach people at optimal times.
Advanced Segmentation
Text messaging also allows for advanced audience segmentation based on behavior.
Personalization Options
Customer data can help businesses tailor messages for better engagement.
Compliance Tools
Quality texting platforms include built-in features to manage consent and ensure adherence to regulations.
Analytics and Reporting
Businesses can track metrics like delivery rates, click-through rates, and conversions from texting.
Integration with eCommerce Platforms
Texting platforms integrate with eCommerce platforms like Shopify and Magento (Adobe Commerce) for improved campaigns.
Top Text Message Marketing Platforms for eCommerce
As businesses consider implementing text message marketing, they will see some platforms rise above the rest.
Klaviyo
Klaviyo offers an all-in-one marketing platform that specializes in bringing email and SMS eCommerce together. It features robust automation and personalization along with advanced segmentation based on customer behavior. Deep integration with eCommerce platforms helps create more unified marketing campaigns.
Merchants benefit from unified customer profiles that combine email and SMS data. This information comes in easy-to-use templates and workflows alongside comprehensive analytics and reporting.
Other Notable Platforms
Businesses will also notice a few other platforms, but they tend to fall short of Klaviyo’s capabilities:
A Text Message Marketing Service for eCommerce
To help businesses run text messaging campaigns, some marketing agencies offer text message marketing services for eCommerce companies.
The Role of Professional Services
A professional text message marketing service brings expertise in strategic development and execution. Long-term experience makes their assistance with compliance and best practices valuable as well.
Groove Commerce’s SMS Marketing Services
Groove Commerce combines expertise in Klaviyo SMS with in-depth platform knowledge. As a certified Klaviyo SMS agency, we offer customized strategy development and have ample experience in tailoring campaigns to align with business goals.
Through integration with email marketing, we create a cohesive omnichannel experience. We also offer online support and optimization, regularly analyzing client campaigns and adjusting techniques for continuous improvement.
Why Choose Groove Commerce
Groove Commerce offers clients a proven track record with a focus on delivering measurable results. For example, with Cutter & Buck, we implemented a strategy that boosted revenue by 77 percent with improved text and email promotion.
Best Practices for Implementing Text Message Marketing
Those interested in using text message marketing will want to implement a few best practices.
Building a Compliant Subscriber List
Begin by building a compliant subscriber list through a voluntary double opt-in system. Businesses should also offer unsubscribe options. Transparency about what customers will receive is vital.
Crafting Effective Messages
Keep text messages concise and actionable with clear calls to action, so customers don’t get overwhelmed.
Timing and Frequency
Use analytics to determine the optimal send times. Avoid sending too many messages; this may cause message fatigue.
Personalization and Segmentation
Use personalization and segmentation to increase relevance and thereby build engagement.
Monitoring Performance
Regularly monitor analytics to refine your strategy and make any necessary changes.
Integrating Text Message Marketing with Other Channels
A text message marketing solution works well with other marketing channels, such as social media and email.
SMS and Email Marketing Synergy
Coordinate your SMS campaigns with email marketing for maximum impact.
Leveraging Social Media
Social media can promote SMS messaging sign-ups to boost engagement.
Creating an Omnichannel Experience
Ensure that all campaigns use consistent messaging so that customers have predictable experiences across all touchpoints.
Overcoming Challenges in Text Message Marketing
Businesses often encounter a few challenges in text message marketing.
Compliance Management
To ensure compliance, stay updated on legal requirements with a service provider.
Customer Privacy Concerns
Use thoughtful, respectful communication to build relationships and trust with customers.
Measuring ROI
To measure progress and demonstrate value, set clear KPIs at the beginning of the process.
Build Your Business with Effective Text Message Marketing
Text message marketing offers businesses a highly effective means of staying connected with their customers. However, to use this technology optimally, you’ll need to choose the right text message marketing platforms and services. This will help you optimize your messages and deliverability to see the highest possible ROI.
If you haven’t embraced SMS as a promotional channel yet, consider what this innovative strategy can do for you. Explore Klaviyo and reach out to Groove Commerce to learn more about our services and expert assistance.
