Ramin: Well, let’s dive into SMS, and I think a lot of people just assume that their customers are not going to like it, or they’re not going to be happy with it.
Jack: Yeah. And it’s one of those assumptions that you’ll never know if you don’t try, and you can AB test it within Klaviyo. Demographics change, like older demographics prefer email. They check their email more often, but the other stat is 90% of text messages are opened within the first three minutes.
And this has been huge for inventory problems. Companies across the world are having inventory problems with things being stuck. They’re stuck on ships. They can’t get items in time, and items are sold out. And if you want to text their most loyal customers to say, Hey, this item’s back in stock now, get it because we don’t know how long it’s going to take for it to restock.
In all of those messages, that SMS is immediate. That phone’s with you 24/7. And nobody likes those little “unread” icons. So you open it pretty quickly.
Ramin: I’ll tell you this, maybe two years ago, I wasn’t necessarily jumping up and down about SMS just as a consumer. It’s a very intimate experience, and I didn’t want that. Now it’s more about convenience to me, and I think merchants embrace it from that standpoint.
Jack: I think it’s very important to distinguish that you can use SMS and email together. So, for example, they sent an email saying, Hey, this one’s not back in stock, but they also have your phone number. They should have said, Hey, this person hasn’t opened their email. We know they’re in the market for a third. Send that person a text then. So that way, you’re using that full omnichannel marketing, and you’re not solely relying on one funnel versus the other funnel. They should be working together and complimenting each other.
Ramin: That’s a good point. If I’m a merchant doing both email as well as SMS, what’s the best practice in making sure I get both an email and an SMS without annoying the customer.
Jack: The key part is not knowing your customer. If it’s my first time on a website and I see a signup form that has both email and SMS required, it’s a lot less likely to subscribe for that, even if the discount is crazy good.
We recommend going through and creating some sort of list or segment, say for anybody who’s purchased from us before but was active on the website in the last 60 days or has clicked on an email or opened an SMS the last 60 days. These are customers that are engaged with your content.
Next time they come onto your website, ask them for their phone number. If you’re like, Hey, we really appreciate your loyalty. Like you actually get 10% off your next order for being a VIP customer, just put in your phone number. And now you’re capturing that low-hanging fruit of those really engaged customers that are already signed up.
Hayden: Yeah, absolutely. When you start to understand it, it becomes a little less invasive.
One of the biggest misconceptions that we are hearing from merchants who own and operate their businesses online is: I’m already emailing them in these flows, so I don’t want to be texting them.
And really, what we need to start explaining is that these customers are opting in. They want to hear from you. They want to be top of mind, like Jack just pointed out. They are VIP customers of yours. They’re loyal to that brand, and they want to be an ongoing customer.