Welcome everybody to Omnisend’s marketing tip series, where in roughly 3 minutes or less each day, I’ll give you actionable tips on ways to improve your email & SMS marketing program and help you increase sales.

Yesterday I talked about when to send your abandoned cart emails. Today, let’s talk about re-engaging customers via the right channels. 

One reason email is an extremely effective tool is that it is an opt-in channel. But so too are SMS and web push messages. Brands who are collecting these permissions should absolutely be using them in their abandoned cart automation. 

Last year SMS saw a nearly 260% lift in automated messages sent compared to the year before, while automated push messages increased 700%. Brands are recognizing the value in other opt-in channels.  

If you’re collecting these permissions, you should be using them to re-engage abandoned cart shoppers. Here are some things you may want to consider.

** SMS: Most text messages are read within 3 minutes. This means it’s a timely channel to communicate with consumers on. With the first abandoned cart message sent via email, you may want to also send an SMS at the same time. This gives consumers the choice of how they want to interact.

You may not need to send an SMS with every email. I would suggest starting by using them as bookends — one at the start and one at the end of the series, especially if you offer a discount. That last text message serves as a great reminder and nudge toward the cart. 

Now, this send strategy may change based on other personalization variables that I’ll talk about next week — but to get you started and capturing baselines, this is where I’d start. 

And while it seems like common sense, I’m going to say it — make sure the message links back to the cart to allow for easy checkout. 

I am not going to spend a lot of time talking about push messages today only because it is still a maturing channel, but as you heard me mention earlier, it is seeing massive growth and performance. 

Like SMS, it is a more instantaneous marketing channel. But if you are collecting Push Message opt-ins, I would absolutely use them with abandoned cart messaging. 

In fact, brands I have seen use them have found their highest metrics when used with cart abandonment. I would suggest using them around the second message. Let the email and/or SMS be the primary channel and use Push to complement the middle part. 

So there it is — be sure to use all opt-in channels in the same workflow and create a truly engaging series that recaptures those pesky abandoned carts. Send a text message with messages 1 and 3, and if you use push, send it around the second message. 

Watch your metrics, and adjust accordingly. 

Thanks for tuning into this episode of our marketing tips series. Feel free to let me know if you have any questions and be sure to check out Omnisend and let us prove how we can help you double your conversions. 

Until next time, happy marketing!