Boosting SMS marketing effectiveness through product data insights

Topic: SMS Marketing
People looking into data to help improve SMS marketing.

Your product catalogue is a goldmine of valuable data that can really help you personalise experiences to individual customers, making them more likely to engage and buy. 

Not sure where to start? Don’t worry, we’ve put together a simple and easy to follow guide to using your product data to send better SMS marketing messages. Read on!

Make sure your product catalogue and your SMS platform are connected

To effectively use the information you have across your e-commerce and SMS platforms to provide the level of personalisation that shoppers expect, you must integrate the solutions. This will give you a centralised view of your customer data so you’re free to easily access what you need to personalise your SMS messages.

Segment your target market based on product categories

Segment your subscribers into groups based on your product data, such as: 

  • Those who’ve bought items in a particular size or colour.
  • Those who’ve added products in a specific price range to their trolley.
  • Those who’ve viewed a product from a particular category or tag. 

By doing this, you can be much more exact with your targeting, making sure the right people get the right information at the right time – meaning they’re much more likely to buy. 

Enhance SMS messages with item-specific information

A simple way to increase customer engagement is by making SMS messages as bespoke and personalised as possible. Many businesses are now adding the customer’s name, but you can go even further by including details that are specific to their order or item. 

You can do this in the Esendex platform by using the {productName} and {productLink} to acknowledge the item a customer looked at and provide them with the link to get straight back to it. It’s a really effective way to give shoppers the little nudge they need to finally make the purchase they’ve been thinking about.  

Use information like product availability or price to trigger journeys 

Build journeys that give your audience key information about your business and products, such as alerts on restocked items or discounts. Alerts like these create a sense of urgency, and allow consumers to overcome particular obstructions that they may have faced on their buying journey such as something being out of their price range or out of stock. 

Use branching to tailor your journeys to the customer

By adding a branch to a journey, a different path is created for your customer based on the details of a product they’ve previously shown an interest in such as colour, size, availability etc. Doing this ensures that your triggered journeys are as specific as possible to a particular customer’s shopping experience.

Some examples include: 

  • Sending subscribers information related to the item they purchased, such as warranty info or care instructions, by branching on product name in post-purchase journeys. 
  • Only sending cart abandonment reminders for products that are still in stock by branching on product availability in cart abandonment journeys.

How can you use your product data to improve your SMS marketing strategy?

Utilising your product data into your SMS campaign will enable you to take your customer targeting to a whole new level, which will in turn, increase engagement, improve your brand’s reputation and boost sales. All in all, customers respond more positively to brands who cater to their specific needs and tastes.

We help countless successful businesses use their product data to send better SMS messages and we can help you too. Contact us today to find out more. 

To learn more about SMS marketing and how to maximise your efforts, check out our ultimate resource on the power of SMS.

Author Avatar
Laura Haynes

Hey I'm Laura, UK&I Marketing Manager at Esendex 👋 I enjoy developing and implementing marketing strategies and campaign experiences that create brand awareness and drive revenue by winning, growing and retaining engaged customers.