How to engage your customers with SMS in the customer journey

We can all agree that the most effective way to increase engagement and conversion in a marketing campaign is by sending the right message, to the right person, at the right time. But today, that’s no longer enough. To maximise impact, we also need to deliver the message through the right channel.

Customer journey mapping helps both marketers and CX professionals better understand their customers and identify opportunities to strengthen and build long-term relationships. In addition to email, SMS is a channel worth considering. By doing so, you unlock a valuable opportunity to connect with and engage customers across different stages of the journey.

Why is SMS a powerful channel?

SMS messages are almost always opened and read instantly. The key SMS metrics are impressive:

• High open and engagement rates – 90% of all SMS messages are read within 90 seconds, compared to just 20% of emails.

• Instant delivery and response – unlike email, SMS often prompts an immediate reaction.

• Wide reach – SMS works on all mobile phones without the need for apps or an internet connection.

More businesses are incorporating SMS into their channel mix, but a strategic approach is essential when adding SMS to the customer journey. Each channel has its own unique characteristics that must be taken into account.

SMS is commonly used for everyday communication, while email has traditionally been better suited for longer and more creative messaging. SMS also provides a fast and convenient way for customers to share valuable feedback and rate their experience. When used strategically and without being intrusive, SMS enables you to interact with recipients on a platform that feels natural and comfortable to them. Leveraging SMS in a thoughtful way can help engage customers at different stages of the journey.

SMS that creates value in the customer journey

• SMS for lead management – SMS can be used to generate leads by engaging potential customers and collecting contact details through quick interactions.

• SMS for customer onboarding – Send a welcome message and information about next steps, or follow up with an SMS to check if the customer is satisfied with their experience or needs help getting started.

• SMS for maintaining customer relationships – SMS is often used to manage and nurture customer relationships through helpful, timely reminders about appointments, bookings, subscriptions or renewals. this is especially effective for businesses with a booking- or subscription-based model.

• SMS for transactional communication before and after purchase – Once an order has been placed, keep the customer engaged throughout the journey with SMS updates such as order confirmations, shipping notifications, delivery updates, restock alerts and waitlist messages.

• SMS for abandoned carts – Combine SMS and email to re-engage customers in a sequence. for example, send an email two hours after someone abandons their cart, and if they don’t open the email, follow up with an SMS.

• SMS campaigns and personalised offers – Send personalised SMS messages based on user behaviour and/or purchase history, or show appreciation with a discount code in a birthday greeting. send an SMS to remind your customers to take advantage of your VIP offer.

• SMS feedback and surveys – Some time after a purchase or customer service interaction, send an SMS inviting the customer to leave a product or service review, or to share feedback to create a positive experience. collect this input to improve your products and services.

Integrate SMS into the customer journey and your marketing strategy

To maximise the impact of SMS marketing, you should:

• Map the customer journey  – Identify the most effective moments to send SMS messages

• Segment your audience – Send relevant and personalised messages

• Combine SMS with email – Each channel has its own unique strengths

• Measure and optimise – Track open rates, CTR and conversions

GDPR – Compliance

All successful email and SMS campaigns start with a strong database of qualified and potential customers. To run a successful and lawful SMS strategy, you must:

• Ensure that recipients have given explicit consent to receive SMS messages
• Comply with GDPR regulations when collecting and handling customer data
• Provide an easy way for customers to unsubscribe from SMS communications (e.g. “Unsub? Text STOP to 711XX”)

Ready to Include SMS in Your Customer Journey?

SMS can enhance the customer experience and boost engagement. By mapping the customer journey and integrating SMS with other communication channels, you can create a more personalised and effective customer dialogue. Start optimising your SMS strategy today and discover how you can improve your customer communication. Learn more about LEKAB’s solution here.

Do you want to connect SMS to your CRM or MarTech application?  Talk to one of our messaging experts!