5 min read

In today’s market, your customers are using multiple types of communication tools. What we have learned is how important it is to meet your customers where they are, so it’s not surprising that today, most if not all brands have adopted a multichannel customer engagement strategy.

An important distinction to make is the difference between multichannel and omnichannel. A multichannel strategy refers to the use of many channels to communicate with your customers; while an omnichannel refers to the use of multiple channels that are then integrated to work with one another.

How can SMS messaging benefit my business’s marketing efforts?

With smartphones being omnipresent, SMS messaging has the potential to widen your reach. Since you can connect with customers on a device that they regularly use, SMS marketing services can benefit you by maximizing engagement.

Businesses worldwide use text messaging to share promotional offers, transactional updates, and surveys to collect feedback. Offering SMS as a conversational channel helps connect with customers in a cost-effective way. A robust omnichannel strategy can dramatically enhance the customer experience and lead to higher retention rates and ROI.

How can I integrate SMS messaging into my existing omnichannel marketing strategy?

We’ve listed 3 ways retailers can incorporate SMS messaging into their omnichannel strategy, to provide their customers with a seamless shopping experience allowing them to switch between various channels to make a purchase or find a resolution.

1.  Click and Collect

Click & Collect or ‘Pay online and Pick up in store’ (not as catchy) is an excellent example of how some retailers are providing an omnichannel experience for their customers. It provides a seamless experience for the buyers as it allows them to switch from online to offline. A study from Cybertil reports that 75% of UK shoppers use click-and-collect services with retailers experiencing a 65% conversion in additional sales – a stat not to be ignored!

So how does this service work with SMS?

Once the buyer has ordered the item online, they choose to collect this from the store. They receive an SMS after the order is placed that contains the collection/order information, and once their order is ready for pickup from in-store, they will be notified by SMS as well. It’s no longer one channel to complete the order; you have web, SMS, and in-store all coming together in a unified way.

69% of customers see SMS as a convenient way for businesses to communicate with them, and at least 60% see click-and-collect messages as their preferred method of notification.

2. ‘Complete your Shop’ Reminders

Since the introduction of digital or online shopping, retailers face a common issue; cart abandonment. Recent statistics say there is a cart abandonment rate of at least 75% within the retail sector. Cart abandonment can be due to unexpected costs, technical issues, or more commonly ‘digital window-shopping’ or browsing.

Cart abandonment can’t be eliminated; however, incorporating SMS marketing tools into your omnichannel strategy can help remedy the issue by sending a reminder to ‘complete your shop.’ This message is sent when a website or app notices a customer hasn’t completed their purchase. A simple ‘complete your shop’ SMS reminder with a link to click will drive the customer back to the web or mobile app to complete their purchase providing a seamless omnichannel experience for your consumer.

Reminder notifications aren’t new as some retailers already offer this via email, but very few utilize the SMS channel. With SMS having an open rate of 98% and being read in under 3 minutes, your customers are more likely to respond to the message which could lead to higher conversions in customers returning to the cart and completing the purchase.

3. Adding Shortcodes into your Marketing Campaigns

Whether it’s a poster at a bus stop or a billboard in one of the busiest shopping centers in the city, non-digital ads struggle more and more to receive the same amount of attention as their digital counterparts and at times can seem like a wasted expense. Instead of abandoning these advertising methods, you need to tailor them to reach the customer in a better way. Incorporating shortcodes in your marketing campaigns can add to the omnichannel experience. By placing a shortcode on a poster, magazine, or billboard you give potential customers a way to quickly register their number and immediately engage with your brand by directing them to your website, or mobile app, or sending them to your nearest store through an SMS message.

For example, you could incorporate a short code on an ad for a fashion retailer displaying the latest summer releases. This campaign could include:

• A link to the nearest stores, thereby encouraging the customer to visit a store and saving them the hassle of searching for one.
• A time-sensitive coupon incentivizes the customer to make a purchase immediately and decreases the likelihood of cart abandonment.
• Details on the products in the ad and a link to a digital cart to make a purchase.

Omnichannel needs SMS Messaging

Mobile is a vital part of a successful marketing campaign today, and SMS is still one of the most utilized and effective communication channels in the world.  Integrating SMS messaging into your omnichannel marketing is the next step to ensuring that your strategy is tailored to reach, retain, and engage your customers. It’s all about bringing these various channels together creating a seamless experience for your users.

Frequently Asked Questions

Below mentioned are some of the commonly asked questions

What are the best practices for using SMS messaging in my marketing strategy?

Here are some best practices for using SMS messaging in your marketing strategy:

Obtain consent: Always obtain prior consent from your audience before sending them SMS messages. You can do this by providing an opt-in option on your website or during the checkout process.

Keep it short and sweet: SMS messages have a 160-character limit, so keep your messages brief and to the point. Make sure your message is easy to understand and delivers value to the recipient.

Personalize your messages: Use the recipient’s name in your SMS messages to personalize them. This can help establish a connection with your audience and increase engagement.

Timing is key: Choose the right time to send your SMS messages. Avoid sending them too early in the morning or late at night, as this may irritate your audience. Also, consider the time zone of your target audience.

Provide opt-out options: Make it easy for recipients to opt out of receiving SMS messages by including clear instructions for unsubscribing.

Integrate SMS with other channels: Combine SMS messaging with other marketing channels, such as email and social media, to create a cohesive marketing campaign.

Measure results: Track the performance of your SMS marketing campaign by analyzing metrics such as open rates, click-through rates, and conversion rates. Use this data to refine and improve your SMS marketing strategy over time.

By following these best practices, you can use SMS messaging effectively in your marketing strategy and engage with your audience on a personal level.

How can I integrate SMS messaging into my existing omnichannel marketing strategy?

Integrating SMS messaging into your existing omnichannel marketing strategy can be immensely beneficial for your business. Here are a few ways to achieve that:

Automate SMS messages: Use a marketing automation platform to create workflows that integrate SMS messages with other channels such as email, social media, and push notifications. This will enable you to create a seamless customer experience across multiple channels.

Use SMS to drive traffic to your website or mobile app: Include links to your website or mobile app in your SMS messages to drive traffic and encourage engagement.

Leverage SMS for time-sensitive offers: Send SMS messages for limited-time offers that require immediate action, such as flash sales or event promotions.

Use SMS for order confirmations and delivery updates: Incorporate SMS messaging into your transactional messaging, such as order confirmations and delivery updates. This can help improve the customer experience and increase loyalty.

Personalize SMS messaging: Use customer data to personalize your SMS messages. For example, include the recipient’s name and past purchase history to make messages more relevant and engaging.

Provide opt-in options at different touchpoints: Encourage customers to opt-in to receive SMS messages at different touchpoints throughout their journey, such as during account creation, checkout, or completion of a survey.

How can I personalize my SMS messages for better engagement?

Personalizing your SMS messages can be a powerful way to increase engagement and build a stronger relationship with your audience. Here are some tips for personalizing your SMS messages:

Use the recipient’s name: Addressing recipients by their name can help make your messages more personable, and increase the likelihood of them engaging with your content.

Segment your audience: By segmenting your audience based on demographics, purchase history, or other factors, you can tailor your SMS messages to be more relevant to each recipient.

Send personalized offers: Send targeted offers or promotions based on the recipient’s past purchase history or browsing behavior. This can help increase conversion rates and drive sales.

Personalize message content: Customize your SMS message content to match the recipient’s interests and preferences. Consider things like their preferred language, location, and time zone.

Make it conversational: Use a conversational tone in your SMS messages to make the recipient feel like they’re having a one-on-one conversation with your brand.

Include a call-to-action (CTA): Add a clear CTA that encourages the recipient to take action, such as “Shop Now,” “Learn More,” or “Book Your Appointment Today.”

Provide value: Make sure your SMS messages provide value to the recipient. This can include exclusive offers, useful information, or helpful tips.