Embracing Klaviyo SMS as a growth lever in e-commerce
In the realm of e-commerce marketing, businesses are constantly fighting to improve low engagement and customer retention, particularly in crowded markets. The key to accomplishing this is to reach your customers where they spend most of their time… on their smartphones. Let's dive into Klaviyo SMS marketing.
SMS marketing has emerged as a powerful tool for addressing common e-commerce challenges. The channel has the potential for a tremendously high ROI, even superseding the all-powerful email marketing.
However not all SMS campaigns are created equal. With its segmentation algorithms and cross-channel automation, Klaviyo has the technical capabilities needed to truly captivate your customers.
In this post, we’ll go through how Klaviyo SMS works seamlessly as part of your comprehensive marketing strategy. You’ll see how the platform’s unique features will help you drive conversions, enhance retention, and find that sweet spot for maximising texts without over-messaging to ensure a positive user experience.
Understanding the Role of Klaviyo SMS in a Comprehensive Marketing Strategy
Expanding Reach Through Direct and Targeted Communication
What’s the point of crafting engaging content if the message never reaches the customer? Conventional marketing channels can, at times, struggle with visibility. As effective as email marketing is, there’s a chance that emails will get filtered as spam or stuck in the promotions tab.
Texts, on the other hand, reach customers instantly. Most people will check an SMS right away, giving you a direct way to interact with your customer. In fact, Klaviyo SMS marketing ensures immediate message delivery with a 98% open rate.
What’s more, it leverages Klaviyo’s precise targeting options through its data-driven segmentation capabilities. With its depth of data, the platform allows for custom targeting based on customer behaviour, so your customers can receive personalised texts that appeal to them.
Achieving Brand Continuity with SMS and Email Integration
Far too many brands use separate marketing platforms for SMS and email. This generally leads to an entangled mess of overlapping automations, leaving customers feeling bombarded by texts and emails. Not surprisingly, this kind of disconnected messaging will weaken your brand impact.
The obvious solution is Klaviyo SMS integration in your email marketing on the platform. Klaviyo’s unified dashboard syncs SMS and email data, allowing for a seamless cross-channel campaign design. From your customers, this will result in a consistent brand voice across touchpoints—boosting brand recognition and building trust.
Having email and SMS in the same place will save you time. You can think of your email and SMS campaigns as one cohesive strategy.
Building a Targeted and Effective Klaviyo SMS Campaign
The Value of Segmentation and Personalization
A word of warning. When SMS marketing isn’t targeted, it can actually do more harm than good. When too generic, texts can feel invasive, lead to message fatigue and deter customers from making a purchase.
Luckily, Klaviyo’s advanced segmentation allows tailored messaging to specific audience subsets. An example that emphasises the value of segmentation is the case study of Mira, a health tech brand that integrates lab technology into a palm-sized fertility monitor. The brand’s customers have vastly different health goals, some avoiding pregnancy, others trying to conceive through IVF. By meticulously mapping user journeys and creating tiered engagement segments, they were able to make the messages incredibly targeted. Revenue from email and SMS increased by 252%.
Sure, Klaviyo’s segmentation capabilities based on historical data are impressive, but more so is its real-time behavioural tracking. This means that Klaviyo texting content will be tailored and adapted dynamically based on customer activities.
Driving Conversions Through Specialised Klaviyo Campaigns
One effective campaign is targeted abandoned cart messages. Every abandoned cart is a missed sale, so high cart abandonment rates impact revenue. With Klaviyo SMS campaigns, you can turn on automatic triggers for cart abandonment or product restock updates. This drives conversions for high-intent customers, effectively boosting your revenue.
Examples of automated SMS flows:
- A subscriber abandons cart → Klaviyo Shopify abandoned cart flow triggered → SMS encourages subscriber to complete purchase
- A product is restocked → Klaviyo Shopify back in stock flow triggered → SMS alerts customer of desired product
You can also add SMS to other specialised campaigns, such as browse abandonment, price drops, or order updates. Klaviyo really unlocks the potential of SMS campaigns. For example, you can personalise your flows by only including a discount when a high-value cart has been abandoned. You can also ensure that customers receive relevant texts at an optimal time.
Optimising for Long-Term Value: Klaviyo SMS Analytics and Automation
Enhancing Retention with Targeted Automations
Retention flows might not drive conversions in the impressive way that the aforementioned flows do. However, when it comes to long-term value, retention is not to be underestimated. Re-engaging dormant customers can be costly. By using Klaviyo SMS, Shopify businesses can maintain their customer relationships.
Klaviyo helps merchants automate personalised retention messages. Klaviyo’s automation builder allows businesses to easily create branching logic flows that adapt based on customer actions.
Examples of retention flows you can add SMS to:
- Post-purchase thank you flow—Thank your customer directly for their order
- Bespoke loyalty reward flow—Design your own special rewards for loyal customers
- Cross-sell or upsell flow—Suggest similar or related products
- Replenishment flows—Remind customers that they are low on a product
What if you still have a few customers who drift off and become dormant? Klaviyo SMS re-engagement campaigns can help you draw them back.
Using Analytics to Improve Campaign Precision
But how can you be sure that your SMS campaigns are actually effective? Extensive data points are required to truly understand a campaign’s performance. Fortunately, Klaviyo SMS integration offers A/B testing, API access, and detailed in-app analytics and custom reports.
The platform’s analytics and reporting tools offer important insights into data such as open rates, click-throughs, and conversions—and you don’t have to be a data analyst to understand them.
Klaviyo’s predictive analytics can even help you forecast customer lifetime value, enabling smarter SMS campaign strategies. When a customer's orders exhibit a pattern, the platform recognizes it and can make a prediction. Of course, no person or platform can predict the future with absolute accuracy. However, Klaviyo's predictive analytics give you a glimpse into what the future could look like, allowing you to adjust and optimise upcoming campaigns.
Ensuring a Positive Customer Experience with Compliance and Responsiveness
Where SMS is involved, you might worry about compliance. It’s true, sending too many texts could breach compliance regulations—not to mention that it risks alienating customers.
Luckily, you’re not left to worry about this on your own. Klaviyo SMS compliance and consent tools make sure you navigate and meet legal requirements.
To avoid legal issues, you need to obtain explicit consent from subscribers before you send them promotional messages. You also have to provide clear opt-in and opt-out options. Klaviyo has double opt-in and opt-out management systems that ensure compliance with GDPR (General Data Protection Regulation) and TCPA (Telephone Consumer Protection Act).
Failing to comply with regulations can lead to fines and a damaged brand reputation. The rules that keep you compliant are also guidelines that create a positive user experience. Protecting customer privacy and being responsive in this matter allows your business to maintain trust with your customers.
Conclusion: Harnessing Klaviyo SMS for Sustainable Customer Relationships and Growth
When you harness the power of Klaviyo SMS, you can see for yourself its ability to drive conversions and improve customer retention. The platform addresses common e-commerce challenges by combining strategic engagement tools with analytics and compliance safeguards. Its cross-channel automation triggers and segmentation algorithms can effectively capture your customers attention.
Klaviyo’s SMS marketing is a powerful solution for sustainable growth and customer loyalty. Look into how to incorporate SMS flows into your marketing campaigns. Don’t hesitate to reach out to a digital marketing agency to discuss how you can unleash the potential of SMS marketing to boost revenue.
FAQ: Key Questions about Using Klaviyo SMS for Shopify
1. How does Klaviyo’s SMS integrate with email campaigns technically?
Klaviyo integrates SMS with email marketing by using AI and automations. It allows you to set up smart campaigns that can predict when an email or SMS is most effective.
2. What types of e-commerce brands see the best results with Klaviyo SMS marketing?
Klaviyo SMS marketing is showing powerful results across all industries, but some industries with especially high click rates and revenue per recipient are food and beverage and clothing and accessories.
3. How long does it take to see results with SMS campaigns?
SMS marketing can have an immediate effect after a campaign is launched, as texts can reach customers instantly. Some brands see an impact on revenue within the first week.
