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The Rise of SMS Marketing - Omnisend Whitepaper
The Rise of SMS Marketing - Omnisend Whitepaper
SMS Marketing
5 Tactics to Stay Ahead of the Curve
Table of Contents 02
Table of Contents
03 Introduction
15 Key Takeaways
16 Resources
Introduction 03
Introduction
Once, Stephen King said: “Sooner or later, everything old is new again.”
Ten years ago, no one could even imagine that this would happen to SMS
text messages, and that they would bring such stunning results.
Bear in mind that text messaging has some of the highest reach as a
marketing channel around the world with more than 5 billion daily users.
SMS marketing has been underestimated for a long time without a
reason.
*Source: Techjury
Favorable Circumstances for the Rise of SMS Marketing 05
DTC brands and ecommerce retailers invest heavily in SMS for a reason. According to
VoiceSage, over 90% of SMS messages are read within 3 minutes of receipt.
What’s more, text messages have a whopping 98% open rate. In comparison to the email
channel with an 18% open rate for ecommerce on average, your SMS has a significantly
better chance to be read.
About one-third of SMS recipients react to CTAs in the messages and 47% of those end up
with a purchase. So you can expect about a 13% conversion rate from your SMS campaign.
75%
50%
*Source: Techjury
Statistics on SMS Marketing Performance 07
While SMS was on the rise in 2018, the channel absolutely exploded in
2019. At Omnisend, ecommerce marketers sent more SMS campaigns on
Black Friday 2019 than ever before, sending over 1 million campaigns
over the week of Thanksgiving.
SMS Campaigns Sent
Retailers were right to follow their instincts, as SMS campaigns earned Before Black Friday Earn
immense value in 2019. 75% Higher Order Rates
than Cyber Monday
On Black Friday alone, ecommerce brands earned a 14.03% click-through
rate and received a 592% higher order rate than email. In average orders,
SMS earned businesses 21% more orders per campaign than email on
Black Friday.
However, customers were already looking for deals by the middle of the
week – often purchasing during pre-Black Friday promotions. Surprising-
ly, omnichannel campaigns using SMS sent the Wednesday before
Thanksgiving were also successful, earning 150% higher order rates than
email-only campaigns that same day.
Wednesday was even more successful than Cyber Monday in order rates,
earning a 75% higher order rate via SMS.
31.12%
21.3%
Monday Tuesday Wednesday Thursday Black Friday Saturday Sunday Cyber Monday
(Thanksgiving Day)
Although sending text messages is more expensive than emails, overall SMS
marketing expenses are lower than boosting posts on social media or launching
retargeting campaigns.
If your customer base is extended, you can save some money and combine email
and SMS, first approaching customers via email and then sending SMS only to
those customers who have ignored your email.
2. SMS is fast
SMS campaigns are received instantly, and most importantly, they’re read almost
immediately as well. This makes SMS marketing campaigns great for hyper
time-sensitive offers.
Benefits of SMS Marketing 09
20%
SMS marketing campaigns are eye-catchers:
70% of customers say that SMS is an atten-
tion-grabber. 15%
0%
5. You don’t need a graphic designer for an SMS
campaign Single-channel Three or more
marketers channels
5.4%
5%
0%
Purchase rate
Engagement rate
Trigger Delay
Delay Email
Welcome!
SMS
Sender’s name:
Basic Piece
Automated Birthday workflows are one of the most effective in making customers stay with
the brand for longer. Salesforce research revealed that 75% of companies that send these
kinds of emails assess them as very effective.
Example of automated
Birthday workflow
Trigger Delay
09:00 AM
TRIGGER RULE(S):
Delay SMS
Basic Piece
Happy Birthday!
End of workflow
5 Ways to Add Text Messaging to our Existing Marketing Strategy 13
Shipping notifications are critical for every ecommerce store. It’s an automatic message
with standard text sent just after the product has been shipped to the buyer.
A shipping confirmation email has a very high open rate. So why not use it for upselling?
Example of Shipping
Comfirmation workflow
Trigger
Shipping confirmation
TRIGGER RULE(S):
SMS
Sender’s name:
Basic Piece
End of workflow
5 Ways to Add Text Messaging to our Existing Marketing Strategy 14
Basic Piece
customers stop buying for any
number of reasons. They become
Hey! We miss you! We have a
dormant. Every business has this surprise for you – check your
inbox.
happen, and while it’s hard to
measure, there are guesses that
dormant customers take about
30% of an online business data-
base. Delay Email
We miss you…
are suggested to re-establish
relationships with their customers
by initiating customer reactivation
campaigns. Delay
Subject line:
Delay
7 days
Subject line:
Key Takeaways
SMS marketing has been reborn and created new possibilities for
ecommerce businesses. While it’s not a good idea to opt for SMS
over other marketing channels completely, ecommerce marketers
would get the most out of incorporating SMS in their bigger cam-
paigns.
4. Using SMS on big shopping days like Black Friday is great, but
using them on days where there’s less competition is even
better. The Wednesday before Black Friday is an excellent day
for SMS campaigns because customers are already getting
excited about the shopping holiday.
Resources
https://go.eztexting.com/hubfs/2019%20Text%20Communica-
tion%20Report-%20EZ%20Texting.pdf
https://techjury.net/stats-about/sms-marketing-statistics/
https://www.emarsys.com/app/uploads/2018/01/eBook-Mo-
bile-First-AU-English.pdf
https://www.omnisend.com/blog/black-friday-emails/
https://www.omnisend.com/blog/customer-retention/
https://www.omnisend.com/features/campaigns/cam-
paign-booster/
https://www.omnisend.com/resources/reports/omnichan-
nel-marketing-automation-statistics-2019/
https://www.salesforce.com/form/marketingcloud/con-
f/2015-state-of-marketing/?conf-redirect=true
https://www.statista.com/statistics/271980/mobile-advertis-
ing-spending-in-the-us-by-format/
https://www.voicesage.com/blog/sms-compared-to-email-in-
fograph/
Make Marketing Relevant
36. Triggered Emails: A form of marketing automation. Triggered emails
with Omnisend
are pre-scheduled by the marketer. They are sent whenever a specific
event happens or a specific period of time has passed. Birthday
emails would be an example of triggered emails.
37. Unique Clicks: This is how many individual subscribers have clicked
Omnisendon theis a robust
links all-in-one
in your emails. It is moreomnichannel
specific than the overall
click-through rate, which just shows how many times your emails
marketing automation platform that empowers
were clicked.
marketers
38. Unique toOpens:
improveSometheir ROI, will
subscribers increase theirmore than once.
open an email
sales, and
Uniqueimprove
opens showstheir
howcustomer relationships.
many individuals have opened your emails,
not just how many times your emails were opened.
39. Unsubscribe Rate: A percentage that shows how often people are
We help yououtstay
opting connected
of your to your
email campaigns. customers,
Unsubscribe rate is usually (but
not always)
no matter whatcalculated
channelonthey
a campaign by campaign
use: email, SMS, basis.
40. Welcome emails / welcome series: An email message or a series of
Facebookemail Messenger,
messages sent to WhatsApp,
new subscribers.and many
more. With Omnisend’s marketing automation,
you can integrate several channels into the same
workflow that will shave hours off your week and
keep your customers on the hook.