Email vs SMS for recovering Abandoned Checkouts - Which is the better and why?

In the ever-evolving world of e-commerce, cart abandonment is a frustrating challenge that online retailers face on a daily basis. The process of a potential customer adding items to their cart and then leaving the website without completing the purchase can lead to significant revenue loss. To combat this issue, e-commerce shop owners are constantly on the lookout for effective strategies to recover abandoned checkouts. Two popular tools in their arsenal are email and SMS. In this article, we’ll explore the strengths and weaknesses of both email and SMS for recovering abandoned checkouts to help you determine which is the better option for your business.

The Power of Email

1. Personalization

Email has long been a staple in the realm of e-commerce communication. One of its standout features is the ability to deliver highly personalized messages. When a potential customer abandons their cart, you can send them a customized email reminding them of the products they left behind. Personalization can also extend to offering discounts, suggesting related products, or addressing the customer by their first name. This level of personalization helps create a connection with the customer and can significantly increase the chances of recovery.

2. Rich Content

Email allows you to send rich, visually appealing content. You can include product images, detailed descriptions, and even videos to showcase the abandoned items. This visual appeal can reignite the customer’s interest and desire to complete their purchase.

3. Automated Sequences

Email marketing platforms often provide automation features that allow you to set up a series of follow-up emails. This means you can send a sequence of reminders to the customer over a period of time. For example, you can start with a gentle reminder, followed by a more enticing offer, and then a final urgency-driven message. Automated sequences are incredibly efficient and can be a powerful tool for cart recovery.

4. A/B Testing

Email marketing platforms offer robust A/B testing capabilities. This means you can experiment with different subject lines, content, and call-to-action buttons to optimize your cart recovery emails over time. By analyzing the results, you can continually improve your email strategy for better conversion rates.

The Strengths of SMS

1. Instant Delivery and Open Rates

SMS boasts one significant advantage over email - instant delivery. Text messages are typically read within minutes of being received, making them an excellent choice for urgent reminders. Additionally, SMS has impressively high open rates, often exceeding 90%. This means that your message is highly likely to be seen by the recipient.

2. Short and Sweet

SMS messages are short and to the point. With a character limit of 160 characters (or 70 characters if using special characters or non-Latin scripts), you must convey your message concisely. This brevity can be a strength as it forces you to get straight to the point, making your message more impactful.

3. High Engagement

SMS messages tend to have higher engagement rates than emails. Customers are less likely to overlook or ignore a text message. This can be especially advantageous for time-sensitive promotions or reminders about abandoned checkouts.

4. Opt-In Requirement

One of the challenges of SMS marketing is that customers must opt in to receive text messages from your business. While this may result in a smaller subscriber list compared to email, it ensures that your SMS recipients have a genuine interest in your products, potentially leading to higher conversion rates.

The Downside of Email and SMS

Before we declare a clear winner, it’s essential to consider the downsides of both email and SMS for cart recovery.

Email Challenges

1. Email Overload: Inboxes are often flooded with promotional emails, and your cart recovery email may get lost in the shuffle.
2. Deliverability Issues: Emails can end up in spam folders, reducing their visibility to customers.
3. Slower Response: Email responses tend to be slower than SMS responses, which may not be ideal for urgent cart recovery efforts.

SMS Challenges

1. Privacy Concerns: Some customers may be hesitant to share their phone numbers, potentially limiting your SMS subscriber list.
2. Cost: SMS campaigns can be more expensive than email, depending on your pricing plan and the volume of messages sent.
3. Limited Content: The character limit of SMS messages restricts the amount of information you can convey.

The Verdict

So, which is better for recovering abandoned checkouts: email or SMS? The answer depends on your specific business, your target audience, and your goals. Here’s a summary to help you decide:

• Choose Email If:

  • You value the ability to deliver highly personalized messages.
  • You want to utilize rich content to showcase products.
  • Automated follow-up sequences align with your strategy.
  • You are interested in extensive A/B testing for optimization.

• Choose SMS If:

  • Instant delivery and high open rates are crucial for your recovery efforts.
  • Your message is short and time-sensitive.
  • You prefer higher engagement rates and quicker responses.
  • You have a strong opt-in subscriber list.

In many cases, a combination of both email and SMS can be the most effective strategy. You can start with an immediate SMS reminder for urgent cart recovery and follow up with a personalized email containing more detailed product information and offers.

Ultimately, the key to success lies in testing and analyzing the results. Regularly monitor your cart recovery rates for both email and SMS campaigns, and adjust your strategy accordingly to maximize revenue and minimize cart abandonment.