In the online marketing world, email has long been the go-to method for reaching customers. As consumer habits evolve, SMS marketing (text messaging) is rapidly becoming an essential tool for e-commerce businesses. It helps increase engagement and drive sales. While email remains a leading asset, adding SMS marketing to your strategy can elevate customer outreach.
If you’re only relying on email, you could be missing out on an incredibly effective way to connect with your audience in real time. Here’s are 8 reasons why SMS Marketing should be part of your marketing mix:
1. Reach Your Most Interested Customers Directly with SMS Marketing
Unlike email marketing, where customers may receive promotional messages without actively opting in, SMS marketing requires explicit consent. This means the people who sign up for your text messages are already highly interested in your products. Text messages also have a higher open rate and get more engagement. People view them as more urgent. Most people read a text message within three minutes of receiving it (at about a 95% open rate) — compared to email’s average open rate of around 25%. That information alone guarantees that your text messages will actually be seen.
Best of all, you can gather SMS data organically. This allows you to determine customer interest before you send your first text. It’s easy to collect SMS information from customers during purchases, mailing list sign-ups, and various pop-up forms. Within a given time period, you can see how many customers want to receive messages before planning your first campaign.
2. SMS Marketing Produces Higher Engagement and Return on Investment
SMS marketing boasts some of the highest conversion rates among marketing channels. Studies show that SMS campaigns can generate a higher return on investment (ROI), outperforming email, social media, and even paid advertising. The high engagement rates mean more clicks, purchases, and customer interactions for your business, ultimately leading to increased revenue.
For example, Hyo Silver, a client specializing in handcrafted sterling jewelry, was initially hesitant to add SMS to its marketing. They agreed to test this strategy in early 2024 to see if text messaging resonated with their customers. They were concerned about overwhelming them with too many messages. The FirstTracks team added SMS sign-up to all forms on Hyo Silver’s website, including initial sign-up and at the point of purchase.
They also sent an email inviting current customers to join the SMS list, promising that these messages would only be used sparingly for special offers. Customers were offered a free gift on their next purchase when signing up for SMS. The results were dramatic, with the Hyo Silver SMS list growing rapidly. The Hyo team was convinced that text messages were an efficient way to engage personally with their customers.
3. SMS Marketing is Fast and Time-Sensitive
Need to send a flash sale notification or remind customers of an expiring discount? SMS is the fastest way to do it. Unlike emails that may sit unopened in an inbox for hours or even days (or never), text messages are typically read within minutes. This makes SMS ideal for:
- Flash sales and last-minute deals
- Introducing new products
- Abandoned cart reminders
- Special events
- Back-in-stock or special product alerts
- Special offers to most-engaged customers
When urgency is key, SMS ensures your message is delivered and read in real time.
4. SMS Marketing is More Personal and Conversational
A text message feels more like a direct message from a friend rather than a generic marketing email. Since customers are used to communicating via SMS with close contacts, it creates a more intimate and engaging channel for brands. You can use SMS to build customer loyalty by offering:
- Personalized discounts special events such as birthdays
- VIP early access to sales
- Exclusive offers tailored to customer interests
Unlike email, which can often feel transactional, SMS allows you to create a more conversational and human connection with your audience.
5. SMS Marketing is Cost-Effective
Compared to paid search and social media ads, SMS is a low-cost yet highly effective way to reach customers. Since it requires minimal design and creative resources, it’s often more budget-friendly while delivering high returns. Unlike paid advertising, which can get expensive quickly, SMS lets you maximize your marketing spend without breaking the bank. Our team is a certified Klaviyo Master partner which is the platform we recommend for managing and executing our SMS and Email campaigns for our clients. If you are interested in exploring their platform and pricing feel free to take a look.
6. SMS Marketing is Great for Last-Minute Motivation
Sometimes, customers just need a little nudge to complete a purchase. SMS is highly effective for sending reminders about:
- Abandoned carts
- Limited-time offers
- Special offers, such as exclusive products and limited quantities
- Shipping deadlines
- Holiday promotions
This creates a sense of urgency that can push customers to act fast. With the ability to track open rates and conversions, you can fine-tune your messaging to be persuasive.
7. SMS Marketing is Easy to Track and Optimize
Like email marketing, SMS marketing provides detailed analytics, including open rates, click-thru rates, and conversion data. This allows you to monitor campaign performance and adjust your strategy for even better results over time. With segmentation, you can send the right message to the right customers at the perfect moment.
For example, Annalee Dolls uses SMS marketing to target customers who are interested in its highly collectible, limited-edition exclusive dolls. SMS customers are given advance notice when one of these new exclusives is released. This “Be the First to Know” campaign for SMS subscribers has proved very successful, allowing Annalee to target these key customers directly.
8. SMS Marketing Provides Seamless Integration with Email Marketing
One of the biggest advantages of SMS marketing is that it complements email marketing. By using both channels, you can maximize your reach and effectiveness. For example, use email for detailed content and SMS for quick reminders and urgent alerts.
- Use email for detailed content, newsletters, and promotions, and SMS for quick reminders and urgent alerts.
- Send an email announcing a sale, followed by an SMS reminder.
- Use SMS to re-engage customers who haven’t opened recent emails.
With the right balance, you create a multi-touchpoint strategy that keeps your audience engaged without overwhelming them.
If your e-commerce business is relying solely on email marketing, you might be missing out on a huge opportunity. SMS marketing is fast, personal, cost-effective, and highly engaging—making it the perfect complement to email marketing. By using both together, you can maximize your reach and turn more leads into loyal customers.
Ready to get started with SMS Marketing?
Let our team help you build your SMS subscriber list today and watch your engagement soar. Contact the team at FirstTracks today by calling us at 603-924-1978 or by filling out this short contact form.
