Nic Dunn, CEO, Charle Agency
What is Ecommerce SMS Marketing?
SMS marketing for ecommerce involves sending text messages to customers who have opted in to receive communications from your brand. These messages can include promotional offers, discounts, order updates, abandoned cart reminders, back-in-stock alerts, and personalised product suggestions. The channel sits alongside email, push notifications, and social media as part of a complete customer communication strategy. While SMS refers specifically to text messaging, many brands also use MMS to include images, GIFs, and richer media in their campaigns.
What makes SMS distinct is its immediacy and intimacy. Text messages arrive directly on a customer's mobile phone, typically prompting immediate attention. Unlike emails that might sit unread in a crowded inbox, SMS messages are usually seen within minutes of delivery. This directness makes SMS particularly effective for time-sensitive communications like flash sales, limited stock alerts, or delivery updates. The personal nature of text messaging also helps brands build stronger customer relationships over time.
The ecommerce SMS landscape has matured significantly over the past few years. Modern SMS marketing platforms now offer sophisticated features including two-way conversational messaging, AI-powered personalisation, and deep integrations with ecommerce platforms like Shopify. Brands can create automated flows that trigger based on customer behaviour, segment audiences for targeted messaging, and track attribution to understand exactly how SMS campaigns drive revenue. These tools give marketers unprecedented insights into customer preferences and shopping patterns.
For Shopify merchants specifically, SMS has become an essential complement to email marketing. While email remains the workhorse of ecommerce retention, SMS provides a way to reach shoppers who might miss emails or need more urgent prompting. The combination of both channels, used as part of a cohesive SMS marketing strategy, typically outperforms either channel alone.
Why SMS Marketing Works for Ecommerce
The statistics behind SMS marketing are compelling. Open rates consistently exceed 98%, with most messages read within three minutes of delivery. Compare this to email open rates of 20-25% and the advantage becomes clear. Response rates tell a similar story: SMS sees around 45% response rates versus roughly 6% for email. These numbers explain why so many companies are investing in SMS as a core marketing channel.
From an ROI perspective, SMS marketing delivers impressive returns. Industry data for 2026 shows ecommerce brands generating between £50-70 for every £1 spent on their SMS marketing efforts. Automated SMS flows, such as abandoned cart reminders, generate between £2.50-8.50 in earnings per message sent. These figures make SMS one of the highest-returning marketing channels available to ecommerce brands, offering a genuine opportunity to grow revenue without proportionally increasing spend.
Conversion rates reinforce this picture. SMS campaign conversion rates typically range from 21-32%, with abandoned cart SMS specifically converting at 25-39%. Recent research indicates that 72% of consumers have made a purchase after receiving a text from a brand, with 86% reporting multiple purchases driven by SMS in the past year. The difference between SMS and other channels often comes down to timing and attention.
The channel also benefits from growing consumer acceptance. Studies show that 84% of consumers have opted in to receive texts from businesses. This willingness to engage reflects a shift in how people view brand communications. Done well, SMS feels personal and valuable rather than spam. The key is relevance: shoppers welcome messages that save them money through discounts and promotions, keep them informed about orders, or alert them to products they genuinely want.
For Shopify brands specifically, SMS offers a way to capitalise on mobile commerce trends. With mobile phones now accounting for over 70% of ecommerce traffic, meeting shoppers on the device they're already using makes intuitive sense. SMS creates a seamless customer experience where a shopper can receive a message, tap a link, and complete a purchase without switching contexts.
SMS Marketing Compliance in the UK
Before launching any SMS marketing programme, UK businesses must understand the regulatory framework. Getting compliance wrong can result in significant fines and reputational damage. The good news is that compliance is straightforward once you understand the requirements, and following best practices protects both your brand and your customers.
GDPR (General Data Protection Regulation) applies to all personal data processing, including SMS marketing. Under GDPR, you need a lawful basis for processing phone numbers and sending marketing messages. For most ecommerce SMS marketing, this means obtaining explicit permission from users. GDPR also gives individuals rights over their data, including the right to access, rectify, and delete their information.
PECR (Privacy and Electronic Communications Regulations) specifically governs electronic marketing in the UK. For SMS marketing to individuals, PECR requires prior consent before sending marketing messages. This consent must be freely given, specific, informed, and unambiguous. Pre-ticked boxes or implied consent do not meet this standard. These regulations exist to protect consumers from spam and unwanted marketing.
To comply with UK regulations, your SMS marketing programme should include the following elements. First, implement a clear opt-in process where customers actively choose to receive SMS marketing. This typically means an unchecked checkbox with clear language explaining what they're signing up for. Second, maintain records of consent including when it was given and what the customer agreed to. Third, provide a simple opt-out mechanism in every message, usually by replying STOP. Fourth, honour opt-out requests immediately and maintain a suppression list. These steps ensure your SMS list contains only users who genuinely want to hear from you.
Transactional messages, such as order confirmations and delivery updates, have different rules. These don't require marketing permission because they relate to an existing transaction. However, you cannot include promotional content in transactional messages without separate marketing consent.
Message frequency is another consideration. While there's no legal limit on how often you can message subscribers, excessive messaging leads to opt-outs and complaints. Most successful programmes send between 4-8 SMS marketing messages per month, though this varies by brand and audience. The principle is to message when you have something valuable to say, not simply because you can.
Quiet hours are worth considering even though UK law doesn't mandate specific times. Avoid messaging very early morning or late at night. Most brands restrict sending to between 9am and 9pm, with further restrictions on Sundays and bank holidays. Platform settings typically allow you to configure these restrictions automatically.
Building Your SMS Subscriber List
A high-quality SMS list is the foundation of effective SMS marketing. Focus on attracting genuinely interested subscribers rather than maximising list size. Engaged subscribers who want your messages will drive far more value than a large list of reluctant recipients. Growing your SMS list requires a combination of tactics and the right tools to capture customer preferences at key moments.
Website pop-ups remain one of the most effective collection methods. Time these to appear after a visitor has demonstrated engagement, such as viewing multiple pages or spending time on a product page. Offer a clear incentive like a discount code or early access to sales. Be specific about what subscribers will receive: "Get 15% off your first order plus exclusive SMS-only deals" performs better than vague promises. For example, a fashion brand might offer "Text JOIN to 12345 for 15% off and first access to new drops."
Checkout opt-in captures shoppers at a moment of high intent. Add an SMS opt-in checkbox to your checkout flow, separate from email opt-in. Include clear consent language and make the checkbox unchecked by default. Shoppers who opt in during checkout have already demonstrated buying intent, making them particularly valuable subscribers.
Text-to-join keywords work well for offline and social media acquisition. Promote a keyword like "JOIN" to a short code across your packaging, receipts, social media profiles, and physical locations if you have them. This method is especially effective for brands with strong social media presence or physical retail, creating multiple touchpoints for list growth.
Loyalty programme integration ties SMS opt-in to your rewards programme. Position SMS as a benefit of membership: "Get your points balance and exclusive member offers via text." Loyalty members are already engaged customers with demonstrated customer loyalty, making them ideal SMS subscribers.
QR codes on packaging and marketing materials provide a frictionless way to subscribe. A QR code that opens a pre-filled SMS or lands on a mobile-optimised sign-up page removes barriers to subscription. This works particularly well for DTC brands whose products include packaging inserts.
Whatever collection methods you use, always set clear expectations about message frequency and content. Subscribers who know what to expect are less likely to opt out. Include this information in your welcome message and honour it consistently. Consider asking questions during sign-up to gather insights about customer interests and preferences.
Essential SMS Message Types for Ecommerce
Effective SMS marketing programmes use a mix of message types, each serving a different purpose in the customer journey. Understanding when and how to use each type helps maximise engagement while avoiding message fatigue. Remember that standard SMS messages are limited to 160 characters, so every word counts. Using emojis can add personality but switches the message to Unicode encoding, reducing your limit to 70 characters per segment.
Welcome messages set the tone for your SMS relationship. Send immediately after opt-in to confirm subscription and deliver any promised incentive. A strong welcome message thanks the subscriber, delivers their discount code, and briefly explains what to expect. For example: "Hey Sarah! 🎉 Thanks for joining. Here's your 15% off code: WELCOME15. Reply HELP for assistance or STOP to opt out." Keep it concise but warm. If offering a discount, include a direct link to your store to drive immediate actions.
Promotional messages drive sales through offers, product launches, and marketing campaigns. These are your broadcast messages sent to your full SMS list or specific segments. Effective promotional SMS leads with the value proposition: put the discount or offer in the first few words. For instance: "⚡ 30% off ends midnight! Shop our biggest sale: [link]" Create urgency with time limits or stock scarcity where genuine. Always include a clear call to action and trackable link.
Abandoned cart messages recover otherwise lost sales from abandoned carts. These automated messages trigger when a shopper adds items to their cart but doesn't complete checkout. The first message might be a simple reminder, while follow-ups can include incentives to complete the purchase. For example: "Still thinking about those trainers? Complete your order in the next 2 hours and get free shipping: [link]" Timing matters: send the first message within an hour of abandonment, with follow-ups at 24 and 48 hours if needed. Abandoned cart SMS typically sees conversion rates of 25-39%, making this one of the highest-value automated flows.
Order and shipping updates keep customers informed about their purchases and improve the overall customer experience. Order confirmation, dispatch notification, and delivery updates are transactional messages that don't require marketing consent. These messages reduce customer service enquiries and build trust. Include tracking links and expected delivery dates where possible.
Back-in-stock alerts notify shoppers when products they wanted become available. These highly targeted messages reach customers with demonstrated interest in specific products. Conversion rates are typically strong because the intent is already established. Integrate these with your inventory management to trigger automatically when stock levels change.
Post-purchase follow-ups nurture customer relationships after delivery. Ask for reviews and customer feedback, offer care instructions, provide product suggestions for complementary items, or simply check that they're happy with their purchase. These messages build customer loyalty and can drive repeat purchases. Time them appropriately based on your product type and typical delivery times. For example: "How are you enjoying your new coffee maker? We'd love your feedback: [review link]"
VIP and early access messages reward your best customers and make them feel like VIPs. Give loyal shoppers first access to new products, sales, or limited releases before the rest of the world sees them. This creates a sense of exclusivity that strengthens loyalty. Segment based on purchase history, loyalty programme status, or engagement level to identify VIP customers.
Win-back campaigns re-engage lapsed customers. Target subscribers who haven't purchased in a defined period with compelling offers to return. These SMS marketing campaigns work best with personalisation based on previous purchase history and a strong incentive to overcome the inertia of lapsed behaviour.
Automated SMS Flows That Drive Revenue
SMS automation transforms text messaging from a manual broadcast channel into a sophisticated marketing engine. Automated flows trigger based on customer behavior, delivering relevant messages at optimal moments without requiring ongoing manual effort. Data shows automated SMS flows generate up to 30x more revenue per recipient than one-off campaign messages. Following these best practices for SMS automation will help you maximise your return.
Welcome series should be your first automation. Beyond the initial welcome message, consider a short series introducing your brand name, highlighting bestsellers, or educating about your products. Space messages appropriately, perhaps over a week, and include clear value in each message. The goal is to convert new subscribers into first-time buyers and begin building lasting connections.
Abandoned cart flows are typically the highest-revenue automation, recovering sales from abandoned carts that would otherwise be lost. Structure these as a series rather than a single message. Message one (sent 1-2 hours after abandonment): simple reminder with cart contents. Message two (24 hours later): address common questions or highlight product benefits. Message three (48 hours later): offer an incentive to complete. Test timing and content to optimise for your audience.
Browse abandonment flows target visitors who viewed products but didn't add items to their carts. These require more finesse than cart abandonment because intent is lower. Focus on products with high view counts, use personalised product recommendations, and consider waiting longer before triggering (perhaps 4-6 hours). These flows work particularly well for higher-consideration purchases.
Post-purchase flows maximise customer lifetime value and strengthen customer relationships. Build a sequence that includes order confirmation, shipping notification, delivery confirmation, review request, and follow-up recommendations. The specific sequence depends on your product type and customer journey. A skincare brand might include usage guides and tips, while a fashion brand might suggest styling ideas.
Replenishment reminders work brilliantly for consumable products. If you sell products with predictable usage cycles, such as supplements, coffee, or beauty products, trigger reminders when customers are likely running low. Base timing on typical consumption rates and adjust based on individual purchase patterns where data allows. These messages create a natural reason for interaction that customers appreciate.
Price drop and back-in-stock alerts reach customers at moments of high relevance. When a product someone viewed drops in price, or when an out-of-stock item returns, an automated alert captures their attention. These flows require integration with your product information management but deliver strong results due to their relevance.
When building automations, start with the highest-impact flows (typically welcome and abandoned cart) and expand from there. Test each flow thoroughly before activating, and monitor performance to identify optimisation opportunities. Most SMS platforms provide analytics that show flow performance, allowing you to identify weak points and improve over time. Of course, the specific steps will vary based on your business and audience.
Segmentation and Personalisation
Sending the same message to your entire SMS list leaves significant value on the table. Segmentation allows you to target specific groups with relevant messages, while personalisation makes each message feel individual. Brands using segmentation and personalisation see 10-15% higher revenue from SMS compared to those using broadcast-only approaches. The key is understanding customer behavior and using those insights to create more relevant experiences.
Purchase behaviour segmentation groups customers by what and how they buy. Create segments for first-time buyers versus repeat customers, high-value customers versus average spenders, frequent buyers versus occasional purchasers, and customers who buy specific product categories. Each segment should receive messaging tailored to their relationship with your brand. Analysing customer behavior in this way reveals patterns that inform your overall SMS strategy.
Engagement segmentation identifies how customers interact with your SMS programme. Highly engaged subscribers who open and generate clicks regularly can receive more frequent messaging. Less engaged subscribers might need a different approach or reduced frequency to prevent opt-outs. Create a segment for subscribers approaching dormancy and target them with re-engagement campaigns. Track responses to understand which tactics resonate with different groups.
Lifecycle segmentation recognises where customers are in their journey and tailors experiences accordingly. New subscribers need onboarding and first purchase incentives. Recent first-time buyers need nurturing toward a second purchase. Loyal customers deserve recognition and exclusive treatment. At-risk customers who haven't purchased recently need win-back campaigns. Each stage represents an opportunity to strengthen connections.
Demographic and preference segmentation uses information customers have shared about their interests. If customers indicate product preferences, gender, location, or other attributes during sign-up or through quizzes, use this data to personalise messaging. A fashion brand might segment by style preference; a food brand by dietary requirements. Many brands find that participation in preference surveys is high when there's a clear benefit.
Personalisation goes beyond addressing customers by name, though that's a starting point. Reference specific products they've viewed or purchased, acknowledge their loyalty status, mention their local area for location-specific offers, and recommend products based on purchase history. The goal is to make each message feel like it was written specifically for the recipient, creating a more meaningful customer experience.
Dynamic content enables personalisation at scale. Modern SMS platforms allow you to insert dynamic variables that pull customer data into message templates. A single template can generate thousands of unique messages, each personalised to the recipient. This is a powerful tool for scaling personalization without scaling effort.
Start with basic segmentation and expand as you gather data and develop capabilities. Even simple segments like "has purchased" versus "hasn't purchased" dramatically improve campaign relevance and performance. The insights you gain from each campaign will help refine your approach over time.
SMS Marketing on Shopify
For Shopify merchants, SMS marketing integrates directly with your store through dedicated apps and platform features. The right setup ensures customer data flows seamlessly, automations trigger correctly, and attribution tracks accurately. Having the right tools in place makes all the difference for marketers looking to scale their SMS efforts.
Choosing an SMS marketing platform is the first decision. Popular options for Shopify include Klaviyo (which combines email and SMS in one platform), Postscript, Attentive, and SMSBump. Key considerations include pricing structure (typically per-message or subscription-based), integration depth with Shopify, automation capabilities, compliance features, and reporting quality. If you're already using Klaviyo for email, their SMS offering provides seamless integration. For more on Klaviyo specifically, see our guide to Klaviyo pricing. Each tool has its strengths, so evaluate based on your specific goals.
Integration setup connects your SMS platform to Shopify data. This typically involves installing an app and authorising data sharing. Once connected, customer data including purchase history, browsing behaviour, and cart contents flows to your SMS marketing platform. This data powers segmentation, personalisation, and triggered automations, giving marketers the insights they need to create relevant campaigns.
Checkout integration captures SMS opt-ins during purchase. Shopify's checkout can include SMS marketing consent, and your SMS platform should capture this consent automatically. Ensure the opt-in language meets compliance requirements and that consent status syncs correctly to your subscriber list. Many Shopify users see strong opt-in rates at checkout.
Automation triggers fire based on Shopify events. Cart abandonment, order placement, fulfilment updates, and browse behaviour all generate events that can trigger SMS flows. Configure these triggers in your SMS platform, mapping Shopify events to appropriate message sequences. Getting these triggers right is one of the most important steps in setting up effective SMS automation.
Attribution and tracking connects SMS messages to revenue. Use UTM parameters on links in your SMS messages to track traffic and conversions in Google Analytics. Your SMS platform should also provide its own attribution, tracking revenue generated from SMS-driven purchases. Understanding attribution helps you calculate ROI and justify continued investment in the channel. Track clicks and conversions to understand which SMS campaigns drive the best results.
For brands considering SMS alongside broader retention strategy, our customer retention services combine SMS, email, and loyalty programs into cohesive strategies that maximise customer lifetime value. The interplay between these channels, with SMS handling urgency and immediacy while email carries more detailed content, creates a communication mix greater than the sum of its parts.
Measuring SMS Marketing Success
Effective measurement tells you what's working, what isn't, and where to focus optimisation efforts. Track the right metrics and you'll build a continuously improving SMS programme. Setting clear goals from the outset helps you measure progress and demonstrate the value of your SMS marketing efforts.
Delivery rate shows what percentage of messages successfully reach recipients. This should be above 95%. Lower rates indicate issues with your phone number data or carrier filtering. Monitor this as a baseline health metric for all your marketing campaigns.
Click-through rate (CTR) measures engagement with your message content through clicks on your links. Ecommerce SMS typically sees CTRs of 20-35%. Track CTR by message type and campaign to understand what content resonates. Low CTRs suggest issues with message relevance, offer strength, or call-to-action clarity.
Conversion rate is the percentage of message recipients who complete a purchase. SMS campaign conversion rates typically range from 21-32%. This metric connects SMS activity directly to revenue. Track conversion rates across different message types, segments, and marketing campaigns.
Revenue per message shows the average revenue generated per SMS sent. Calculate by dividing total attributed revenue by messages sent. This metric helps you understand the financial return on message volume and compare performance across campaigns. It's one of the most important things to track.
Opt-out rate indicates subscriber satisfaction. Some opt-outs are natural, but rising rates suggest problems with content relevance, message frequency, or audience fit. Track opt-outs by campaign to identify messages that drive unsubscribes. Understanding the reasons behind opt-outs provides valuable insights for improvement.
List growth rate monitors subscriber acquisition versus attrition. Calculate net list growth by subtracting opt-outs from new subscribers. A healthy programme shows steady growth as acquisition outpaces attrition.
ROI calculation brings everything together. Calculate total revenue attributed to SMS, subtract the costs (platform fees, per-message charges, any creative costs), and divide the net revenue by total cost. Industry benchmarks for 2026 show ecommerce SMS ROI typically ranging from 8x to 12x, with top performers exceeding 20x.
Set up dashboards that track these metrics over time. Review performance weekly for SMS campaigns and monthly for programme-level trends. Use the data to guide decisions about message content, frequency, segmentation, and budget allocation. This article has covered the key elements of SMS strategy, but ongoing measurement is what turns good programmes into great ones.
