SMS Cart Recovery for Better Conversion Rates
TL;DR:
- SMS reminders can recover up to 20% of abandoned shopping carts when timed properly
- Connect your ecommerce platform to an SMS provider using Zapier or direct integrations
- Send the first reminder 30-60 minutes after abandonment for best results
- Keep messages friendly and conversational, not salesy
- Test different timings and incentives to find what works for your audience
Abandoned carts are part of online retail. The average abandonment rate sits around 70%, which means most people add items to their basket and leave without buying. SMS reminders give you a direct way to bring those customers back.
Unlike emails that might sit unread for hours, SMS messages get noticed within minutes. Most people check text messages immediately, making it perfect for time-sensitive cart recovery.
Setting Up Your SMS Integration
You need to connect your ecommerce platform to an SMS service before you can send recovery messages. Most platforms don't have built-in SMS features, so you'll need a third-party solution.
Using Zapier for Integration
Zapier connects most ecommerce platforms to SMS providers without needing technical skills. Create a workflow that triggers when someone abandons their cart, then sends an SMS through your chosen provider.
Popular SMS services that work with Zapier include Twilio, TextMagic, and ClickSend. Each has different pricing structures, so compare costs based on your expected message volume.
Direct Platform Integrations
Some ecommerce platforms offer SMS plugins or apps that handle cart recovery automatically. Shopify has several SMS apps in their store, while WooCommerce users can find plugins that add SMS functionality.
These direct integrations often provide more features than Zapier workflows, including automated follow-up sequences and detailed analytics.
Timing Your Recovery Messages
The timing of your SMS makes a huge difference to recovery rates. Send too early and you seem pushy. Wait too long and the customer has moved on.
First Message: 30-60 Minutes
This sweet spot gives customers time to potentially return on their own while keeping your products fresh in their mind. They might have been interrupted during checkout or wanted to compare prices elsewhere.
Follow-up Messages: 24-48 Hours
If the first message doesn't work, a second reminder after a day or two can catch people who were genuinely busy. Don't send more than two or three messages total.
Avoid These Times
Late evening messages (after 8pm) often annoy people. Early morning texts (before 8am) can also feel intrusive. Stick to business hours unless you know your audience prefers different timing.
Writing Effective Recovery Messages
Your SMS tone matters more than the exact words you use. People respond better to helpful reminders than aggressive sales pitches.
Keep It Conversational
Write like you're texting a friend, not broadcasting to thousands of customers. Use their name if you have it, and reference the specific items they left behind.
Example: "Hi Sarah, you left some great items in your cart. Still interested in that blue dress? Complete your order here: [link]"
When to Include Incentives
Discounts can boost recovery rates, but don't make them your default approach. Try friendly reminders first, then test whether adding 10% off or free shipping improves results.
Some businesses save discounts for the second or third message in a sequence, rewarding customers who need extra encouragement.
Message Length
SMS has a 160-character limit before splitting into multiple messages. Keep your recovery texts short and focused. Include the essential information: what they left behind, a gentle reminder, and a link back to their cart.
Testing and Optimizing Performance
Every audience responds differently to SMS marketing. What works for one business might flop for another, so testing is essential.
Split Test Your Timing
Send identical messages at different intervals to see what gets better results. Try 30 minutes vs 2 hours for your first message, or test different days of the week.
Test Message Styles
Compare straightforward reminders against messages with personality. Some audiences prefer direct "You have items waiting" messages, while others respond to playful or urgent copy.
Track the Right Metrics
Recovery rate is your main metric, but also watch unsubscribe rates and complaints. High recovery rates don't matter if you're annoying customers and damaging your brand.
Most SMS platforms provide click-through rates and conversion tracking, so you can see exactly how many recovered carts turn into completed purchases.
Compliance and Best Practices
SMS marketing has strict rules you need to follow. Breaking these can result in hefty fines and damage your business reputation.
Get Proper Consent
Customers must opt in to receive SMS messages. Adding a checkbox during account creation or checkout works well. Make it clear they'll receive cart recovery messages.
Include Opt-out Instructions
Every SMS should include a way to unsubscribe, usually "Reply STOP to opt out." This is legally required in most countries and helps maintain good relationships with customers.
Respect Frequency Limits
Don't bombard people with messages. Two or three recovery attempts per abandoned cart is usually the maximum before you risk being marked as spam.
FAQs
Which SMS providers work best for small businesses?
Twilio offers good rates for low volumes, while services like SimpleTexting provide easier setup for non-technical users. Compare pricing based on your expected monthly message volume.
Can I use SMS recovery with email sequences?
Yes, multi-channel recovery often works better than single-channel approaches. Send SMS for immediate impact and follow up with detailed emails that showcase product benefits.
How much should I spend on SMS cart recovery?
Most businesses see positive ROI when SMS costs less than 5% of the recovered order value. If your average order is £50, aim to spend under £2.50 per recovery attempt.
Do SMS reminders work for all product types?
They work best for purchases people make quickly, like clothing or everyday items. For high-consideration purchases like electronics or furniture, email might be more appropriate.
Jargon Buster
Cart Abandonment Rate – The percentage of online shopping carts that are left without completing the purchase, typically around 70% across all industries.
SMS Gateway – A service that sends text messages from applications to mobile phones, acting as the bridge between your ecommerce platform and customers' phones.
Opt-in Rate – The percentage of customers who agree to receive SMS marketing messages, usually collected during checkout or account registration.
Recovery Rate – The percentage of abandoned carts that result in completed purchases after receiving SMS reminders.
Wrap-up
SMS cart recovery can significantly boost your sales when done properly. The key is finding the right balance between being helpful and being pushy. Start with simple, friendly reminders sent at sensible intervals, then test different approaches to see what works best for your customers.
Remember that SMS is just one part of your overall cart recovery strategy. Combine it with email follow-ups, retargeting ads, and website improvements to address abandonment from multiple angles.
Learn about QuickSMS https://www.quicksms.com/