In this blog, we’re going to show you how to get started with SMS marketing – using Klaviyo.
If you’re already using Klaviyo for your email marketing you should definitely consider adding text message marketing to your overall brand growth strategy.
Not convinced?
Well, let’s look at some numbers…
In a recent report by Techjury, they found that:
- SMS messages have (insane) 98% open rates
- 90% of SMS messages are read within 3 minutes
- People use SMS coupons 10 times as often as other coupons
- 75% of shoppers are fine with receiving SMS messages after they’ve opted in
It’s important to note: SMS marketing is policed by strict anti-spam laws.
Klaviyo has a handy guide here to help you understand how it all works.
But here’s what’s cool…
The fact that tough laws prevent spam means that SMS is sure to remain a powerful marketing channel for years to come!
And the best time to get started… was yesterday.
There are some other great SMS marketing platforms such as PostScript if you’re looking for some serious bells and whistles.
…But the benefit of using Klaviyo is that it allows you to manage your multi-channel communications in one centralised hub.
Now before we get started, let’s define some terms…
SMS is a general term that covers two types of messages:
- SMS (standard text messages)
- MMS (images and GIFs)
Setting up SMS capabilities inside your Klaviyo account is quite simple and they have a helpful walkthrough you can reference.
Is SMS marketing effective for eCommerce businesses?
Like with any form of communication, the first question you need to ask yourself is…
Why am I sending this message?
What’s the purpose behind it?
Are you trying to:
- Welcome new subscribers?
- Encourage people to complete an abandoned cart?
- Drive sales through a Black Friday flash sale?
All of these are great goals for SMS marketing!
But it’s important to nail your objective first and foremost.
You also need to ask yourself…
Who is this message relevant to?
Not all messages should go to all subscribers.
And much like email marketing, you need to use strategic segmentation to keep all messages relevant for your subscribers.
Long story, short…
When done correctly SMS has the power to be one of your most powerful direct-response marketing channels!
How do you get started with SMS marketing (using Klaviyo)?
Once you’ve got your SMS settings configured inside Klaviyo, it’s time to start planning and sending some messages.
Much like email marketing – you can choose to send campaigns or flows.
SMS campaigns are great for product launches or seasonal promotions.
SMS flows are great for any (and all) automated customer journeys.
When it comes to SMS flows you can choose to:
- Add SMS messages to your existing flows
- Or create brand new flows solely for SMS
Let’s look at an example of adding SMS to an existing flow…
You’ll notice above that SMS has been added to an abandoned cart flow.
You’ll also see that this flow:
- Filters people who have consented to receive SMS
- Then runs a split test comparing SMS Vs. Email
This is just one simple example of how you can start to implement text marketing in a small and measurable way.
From here, Klaviyo allows you to track all the crucial actions like:
- Opens
- Clicks
- Orders
- And revenue
But wait… how do we get people’s numbers?
How to collect phone numbers for SMS marketing
The easiest first step is to add phone number capture to your existing signup forms.
*It’s generally best to make this an optional field.
Next, you’ll want to start creating keywords (triggers) that people can text to join your list.
What’s an SMS keyword?
Your keyword is a word or code that people can text to your number to join your list.
E.g. Help, Info, Join, or BOOM
You can easily set these up inside Klaviyo.
Once you have a keyword set up, you can start advertising it everywhere…
- Your website
- Your email newsletters
- Your social media bio
- Your product packaging
- …Spray-painted on the side of your car?
The options are endless.
Busting through the complexity
As you can see SMS marketing has some awesome potential to grow your business!
You’ll also notice that there’s quite a lot to consider…
- How often can you text someone?
- How do you keep all messages relevant to your list?
- How do you avoid spam complaints and violations?
- How can you maximise your conversions through SMS marketing?
- And the list goes on…
Here at Andzen, we specialise in creating customised multi-channel marketing campaigns.
We can help you integrate your email marketing with new channels (like SMS or Messenger).
If you’re ready to level-up your customer journey, reach out and book in a free (no-obligation) chat with one of our eCommerce experts today!