In the past, executing marketing campaigns using text messages may not have seemed like an immediate possibility. With 64% of customers stating that they prefer businesses to contact them via text message, the stage is set for businesses to adopt a contemporary strategy.
Today, customers are using their mobile phones more often than ever before with the average person in Australia spending an estimated 150 minutes per day on their phones. At the same time, 1 in 5 have stated that their average screen time per day is a whopping 5 hours.
The reality is that today, automated text message marketing has become an important tool for eCommerce businesses that want to reach their customers quickly with a near-perfect open rate. But sending an endless stream of messages can also be a big turn-off.
A good marketing strategy is paramount to balancing the benefits of text messages without jeopardising your relationship with your customers.
Achieving this perfect balance can be a complicated process, but knowing when your customers are in the right frame of mind to open and engage with your text message can lead to higher sales. Here are a few instances when customers are most likely to open and engage with your text messages.
1. When customers visit your website
One of the best instances to give someone a nudge to purchase an item is when they’re on your website and strolling through the products.
While you won’t be able to determine which customer is on your website at a particular moment in time, you can use the information available to you to make an informed decision regarding the best time to send your text message.
For instance, if your data shows that your website or eCommerce store is busiest during the afternoon, dispatching your automated text message marketing campaign at that time can have the biggest impact.
Find the peak days and hours when your customers visit your online store and schedule your promotional material to be sent during those times. If you have more information on when different customer segments visit your store, use it to further customise the timing of your message.
2. When shoppers need eCommerce options
Knowing the shopping habits of your customers can go a long way in driving your automated text message marketing campaigns, but every eCommerce business will have its micro trends to consider. If you have the capability of anticipating when your customers may need a solution, you can schedule your messages for when they need it.
For instance, if your eCommerce store sells jewellery and you have a 3-day delivery period, sending messages with phrases like, ‘last day to buy!’ a few days leading up to Mother’s Day can generate a lot of interest, especially since people don’t want to miss out on getting the perfect gift for their mother.
You can use the same strategy if you’re selling consumable products. If a customer purchased a body lotion that generally lasts a month, you can send them a message after 25 days from the date of purchase reminding them to purchase another.
Not only will you gain additional sales but you will also be indispensable to customers who worry about dry skin.
3. When people get paid
Studies show that online sales volumes increase around the 25th or 26th of each month and a reasonable explanation for this could be the fact that many receive their salaries at the end of the month.
With bank accounts being replenished with salaries, it’s the perfect time for you to send your marketing or promotional material to create a more attractive—and affordable—prospect for your customers.
4. When people are shopping
The same buying behaviours seen in physical stores aren’t necessarily seen online. Stores typically see a high volume of customers on the weekends, but shoppers don’t have to wait until the weekends to shop online.
So at what times do customers purchase items from eCommerce stores? Research shows that Monday is the busiest day for eCommerce stores while Saturday is the slowest—perhaps because people are more likely to go out during the weekends.
You also should be mindful of not sending messages at inopportune times. You can schedule your messages to be sent out earlier in the day so that your customers aren’t being bombarded with text messages late in the evening or at night.
5. When a customer abandons their cart
Cart abandonment can be an expensive problem for eCommerce stores in the form of missed sales opportunities. An automated text message marketing campaign can help recover revenues.
A study carried out by the Baymard Institute in Denmark found that 70% of items shoppers place in their carts are never purchased. With global retail eCommerce sales in 2021 reaching $4.9 trillion, it’s easy to see how much revenue is lost due to cart abandonment.
To get the most out of your potential sales, you can send text messages informing them about discounts or free shipping as incentives to drive sales. Sending these messages—ideally within 24 hours of the customer leaving your website—can capitalise on the initial excitement of purchasing your product.
Properly scheduled automated text message marketing can boost eCommerce sales
Many customers today are using their mobile devices to purchase products, view promotions, browse websites, and much more. Businesses are realising that traditional channels like emails are quickly becoming irrelevant and text messaging is taking its place as a more efficient and effective way of disseminating information.
If you’ve used traditional marketing channels to boost your eCommerce sales but haven’t found substantial success, automated text messaging could be the best solution. Schedule a consultation with one of our experts today and start your automation journey.