Using SMS Messages to Bring Customers Back
TL;DR:
- SMS messages like 'Time to reorder?' can prompt repeat purchases effectively
- Personalise messages using individual purchase data for better accuracy
- Timing matters – align SMS delivery with your product lifecycle
- Segment customers into groups to make messages more relevant
- Always get consent before sending SMS messages to stay legal
SMS reminders work because they land directly in your customer's pocket. While emails sit in inboxes, text messages get opened within minutes.
The key is knowing when your customers typically run out of products. If someone buys coffee beans every month, send a reorder reminder three weeks after their last purchase. If they buy skincare that lasts three months, wait ten weeks before reaching out.
Timing Your Messages Right
Use purchase history to work out when customers need to restock. Look at the average time between orders for similar products. This gives you a baseline for when to send reminders.
Track how long products typically last. A bottle of shampoo might last six weeks, while a pack of printer cartridges could last three months. Build these timeframes into your messaging schedule.
Don't guess – use the data you already have. Most messaging platforms can calculate optimal send times based on past behaviour.
Segmenting Your Customer Base
Split customers into groups based on what they buy and how often they buy it. Someone who orders monthly needs different messaging than someone who orders quarterly.
Consider purchase value too. High-value customers might appreciate exclusive early access messages, while budget-conscious customers respond better to discount reminders.
Create segments for:
- Purchase frequency (weekly, monthly, quarterly buyers)
- Product categories (skincare, supplements, consumables)
- Customer lifetime value (new, regular, VIP)
- Geographic location for timing zones
Making Messages Personal
Use names and reference specific products in your messages. "Hi Sarah, time to reorder your usual vitamin D tablets?" works better than "Ready to reorder?"
Reference past purchases: "Your last order of organic coffee was 3 weeks ago – fancy another bag?" This shows you're paying attention to their specific needs.
Keep messages conversational. Write like you're texting a friend, not broadcasting to thousands of people.
Staying Legal and Building Trust
Get explicit consent before sending any SMS messages. This means clear opt-in checkboxes during checkout, not pre-ticked boxes that customers might miss.
Include your business name in every message so customers know who's texting them. Add easy opt-out instructions like "Reply STOP to unsubscribe."
Respect timing boundaries. Don't send messages early in the morning or late at night. Stick to business hours in your customer's time zone.
Store consent records properly. You need proof that customers agreed to receive messages if anyone asks.
FAQs
How can I measure if my SMS campaigns are working?
Track open rates, click-through rates, and conversion rates. Compare repeat purchase rates before and after implementing SMS reminders. Most SMS platforms provide detailed analytics.
What's the best time to send SMS messages?
Between 10am and 6pm in the recipient's time zone works well. Avoid early mornings, late evenings, and weekends unless your business model specifically requires it.
How do I stay compliant with SMS marketing laws?
Get explicit written consent, include your business name in messages, provide clear unsubscribe options, and keep detailed records of consent. When in doubt, consult with a legal professional familiar with telecommunications regulations.
Jargon Buster
SMS: Short Message Service – text messages sent directly to mobile phones
Customer Retention: Strategies to encourage existing customers to buy again rather than switching to competitors
Segmentation: Dividing customers into specific groups based on behaviour, preferences, or demographics to send more targeted messages
Opt-in: When customers actively choose to receive marketing messages, usually by ticking a checkbox or completing a form
Wrap-up
SMS reminders work because they're immediate and personal. The difference between success and spam comes down to timing, relevance, and respect for your customers' preferences.
Start small with one or two customer segments. Test your timing and messaging, then expand based on what works. Remember to always prioritise customer experience over sales pressure.
Learn about QuickSMS: https://www.quicksms.com/