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Actionable Optimisation

Actionable Optimisation #56 – Recovering abandoned carts with SMS

 August 31, 2021

By  Customers Who Click

to access the Customer Experience Optimisations ebook.

Staggering cart abandonment rates keeping you awake at night?

You’re not the only one.

On average, 69.80% of shopping carts are abandoned. That’s well over half of the total traffic you’re driving to your website. It must be painful to watch all that ad spend to go to waste…

It doesn’t have to if you start trying to recover those carts with conversational SMS marketing.

SMS marketing is the customer relationship channel. Intimate, personal and highly efficient, it enables brands to scale their customer relationships while driving revenue like no other channel. 

I know it can be seen as quite intrusive, almost pestering customers, but when done well and adds value to the customer journey - it works. 

People forget to check their emails but everyone always checks their phones, multiple times a day - 98% of all text messages are opened, and 95% of SMS messages are opened and responded to within 3 minutes of being delivered.

Look at the image below.

It’s a text I received after (ironically) abandoning a cart. My first impression? It does not feel like a text from a business. It’s as though a friend texted me, reminding me of something and offering help with that something.

It’s personal, it’s approachable, it’s perfect. (I wouldn’t be surprised if Cartloop was behind this)

So many DTC brands go wrong with SMS because they treat it as another channel to spam their customers with discounts and offers (like they do with email marketing).

But, that’s not conversational SMS marketing works. 

SMS is reserved for personal stuff - asking your spouse to get some vegetables for dinner or arranging a meet-up with friends. So when you hear a text notification, you expect the text to be valuable.

Imagine the disappointment when it’s just another 20% off or FINAL SALE…

But there are so many ways you can utilise SMS in your customers’ journey to boost their experience - and your conversion rates and revenue.

One of them being recovering abandoned carts. Here’s a quick strategy you could start using today:

A friendly reminder.

Let me make something clear: your texts don’t need to be complicated. A simple, friendly reminder that the recipient has a few items waiting for them in their shopping cart.

Take it a little further.

To make the reminder even more interesting, you can add an exclusive discount. If you don’t already, you can offer free shipping instead of a discount, or loyalty points, free gifts, etc.

Ask a question.

Maybe the reason the recipient abandoned their cart is that they couldn’t find certain information on your website. Reach out, offer some sort of assistance.

Take one last look at the image below - the copy isn’t particularly fancy, the text itself isn’t “on-brand” - it’s just a friendly reminder. There’s no need to make it overly complicated - just personal.

Customers Who Click


W.Laurenson

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