Use SMS to Engage with Customers Post-Purchase
Mobile Center of Excellence
Given today’s high adoption of SMS marketing, leveraging text messages or a cross-channel combination of email and SMS is a best-in-class post-purchase strategy all marketers should use. As the name implies, post-purchase messages are sent to customers after they have made a purchase – when they are most active with the retailer or brand. Its purpose is to encourage repeat purchases and lock in customer loyalty.
But how do we know SMS is a good fit for post-purchase communications? The following SMS marketing statistics gathered by G2 support the benefits of this strategy.
Post-purchase messages have a critical time window.
- SMS messaging is one of the fastest ways to reach consumers directly.
- 62% of marketers say the speed of delivery is the biggest benefit of SMS marketing.
Consumers are highly engaged with the SMS channel.
- 82% say they open every text message they receive.
- 60% of consumers say they read a text within 5 minutes of receiving it.
SMS is an effective revenue channel.
- Marketers using a cross-channel strategy see a purchase and engagement rate 250% higher than marketers using single-channel campaigns.
- 50% of consumers say they would opt into an SMS loyalty program if offered flash sales, deals, or coupons in return.
Lastly, according to Listrak’s 2021 Ecommerce Email Benchmarks, post-purchase emails are heavily engaged with and create a highly compelling campaign. Per the benchmarks, post-purchase emails earned a nearly 160% higher conversion rate and 680% higher revenue per send than standard broadcast emails. When you integrate channels and add SMS steps into those conversations you offer your customers a convenient and flexible way to interact with you and capture and hold the attention of even more customers. When you further acknowledge a customer’s channel preference you meet them where they are with a personalized customer experience.
The Post-Purchase Flow
The campaign cadence and messages are the same whether you use email, SMS, or a combination of both.
Listrak's Workflow tool easily creates post-purchase, cross-channel automated messages that deliver coupons, cross-sell additional products, ask for reviews, and more. All of these features are standard elements in our post-purchase messages to maximize overall campaign performance and revenue.
1. The Thank You:
The campaign generally starts with a simple “thank you” message within a day of the purchase. Remember to allow the order to be processed and your transactional message to trigger before you send it. Then, share your thanks and appreciation with a heartfelt post-purchase message. This communication alone contributes heavily towards building loyalty. Include a link back to additional products, ask them to share the love on social, see how other customers are enjoying similar products and more.
2. Loyalty & Rewards plus Review Request:
The second message in the campaign should be personalized based on purchase history and then segmented with a customized thread – i.e., based on order count or customer lifetime value. Make your loyal customers feel special with an offer to purchase again and introduce more of your brand to your first-time purchasers. This is also a perfect time to promote your loyalty program and remind customers of the additional benefits of purchasing from you at this point in the conversation. You also can request a review for social proof.
3. Reactivation and Win-back efforts:
When customers become less engaged or fail to purchase again, send follow-up reactivation and win-back messages based on your business’ vertical and buying cycle. (Generally, this is 30 and 90 days after the order.) Start with a non-promotional message or a soft offer, followed by your best-of-the-best incentive. Additionally, encourage purchases by promoting your best-sellers, sharing what’s new on your site, and providing social proof. Show them what they’ve been missing since they were last engaged.
In summary, the post-purchase campaign automates ongoing conversations with customers as they cycle in and out of engagement. In today's retail landscape, consumers welcome SMS communications. Executing an SMS only or a cross-channel post-purchase campaign that targets each customer with personalized content based on where they are in the journey will encourage them to purchase again and lock them in as loyal customers.