SMS vs Email: Which Cart Recovery Method Works Better?
Struggling with cart abandonment? You're not alone - 77% of online shopping carts are abandoned. But here's the good news: SMS and email can help recover those lost sales.
- SMS grabs attention fast: 98% open rates, 15-20% conversion rates, and instant engagement.
- Email provides details: Rich visuals, product explanations, and a structured follow-up sequence.
- Best approach? Combine both. Multi-channel campaigns boost purchase rates by 287%.
Quick Comparison
| Feature | SMS | |
|---|---|---|
| Open Rate | 98% | 20% |
| Response Time | ~5 minutes | ~90 minutes |
| Click-through Rate | 20-35% | 1-10% |
| Best For | Urgent, simple decisions | Detailed, high-value purchases |
| Message Format | Short text, links | Rich media, visuals |
Both SMS and email have their strengths in cart recovery. The key is finding the right balance for your business.
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Marketing SMS vs Email Performance Metrics
Take a closer look at how SMS and email stack up in cart recovery campaigns, focusing on customer engagement and effectiveness.
Message Open and Response Rates
When it comes to open rates, SMS dominates. 98% of SMS messages are opened within just 5 minutes, while emails only manage a 20% open rate, with an average response time of 90 minutes.
| Metric | SMS | |
|---|---|---|
| Open Rate | 98% | 20% |
| Response Time | Within 5 minutes | Within 90 minutes |
| Click-through Rate | 20-35% | 1-10% |
Sales Recovery Success Rates
The quick engagement from SMS isn't just about views - it drives results. Cart recovery campaigns using SMS see conversion rates of 15-20%, compared to email campaigns, which typically convert at 5-10%. Essentially, SMS is about twice as effective at converting abandoned carts into sales.
Best Times to Send Messages
SMS works best for instant follow-ups because of its rapid open rates. On the other hand, email is more effective when sent as part of a carefully spaced sequence. For email recovery campaigns, spreading messages over several days helps maintain interest without annoying the recipient.
With SMS click-through rates ranging from 20-35%, compared to email's modest 1-10%, SMS offers a stronger opportunity to recover lost sales.
Pros and Cons: SMS vs Email
Now that we've looked at performance metrics, let's break down the strengths and limitations of SMS and email for cart recovery campaigns.
SMS, with its 160-character limit, encourages marketers to keep messages short and to the point, driving quick action. On the other hand, email offers the ability to include rich media, detailed product information, and multiple recovery options, making it perfect for explaining more complicated purchases or multi-item carts.
Feature Comparison Chart
| Feature | SMS | |
|---|---|---|
| Message Format | Text only, 160 characters | Rich media with unlimited length |
| Delivery Speed | Delivered and opened in ~5 mins | Opened within ~90 mins |
| Customer Consent | Requires explicit opt-in | Often relies on implied consent |
| Engagement Window | Viewed almost immediately | Engagement over a longer period (~90 mins) |
| Rich Media Support | Limited to text and links | Supports HTML, images, and buttons |
When to Use SMS or Email
Choose SMS if:
- The cart includes time-sensitive items.
- The purchase decision is simple and quick.
- The customer is already familiar with the product.
Use email if:
- The cart contains higher-value items that need more thought.
- The product requires detailed explanations.
- You're dealing with multi-item purchases.
Choosing the Right Message Type
Picking the best cart recovery message type depends on your products, customer preferences, and timing. Multi-channel campaigns have been shown to increase purchase rates by 287%.
SMS-First Approach
SMS works best for urgent offers - 97% of texts are opened within four minutes. It's especially effective for:
- Flash sales
- Low to mid-priced items
- Seasonal products
- Returning customers
Email-First Approach
Email is ideal for situations that require more detailed communication, such as:
- High-value items
- Products that need explanation
- Multi-item carts
- First-time customers
Mixed Message Strategy
Combining SMS and email can be highly effective. Campaigns that include SMS are 47.7% more likely to convert. Here's an example of a layered approach:
- Start with a detailed email.
- Follow up with an SMS reminder and checkout link.
- Send another email focusing on reviews.
- Finish with an SMS offering a discount.
"At this point, I can't imagine a world without SMS marketing. It's really taken off. Our SMS subscribers are growing much faster than email subscribers. SMS is becoming increasingly important for us and is definitely not going anywhere." - Rob Lin, Owner and Founder of Divatress
Tips for Shopify Stores
Add SMS Opt-in at Checkout
Turn on SMS opt-in during checkout to grow your subscriber list. Offering a quick incentive, like a discount on their first purchase, can encourage more people to sign up.
Use Multiple Contact Capture Points
Leverage various touch-points to collect customer information:
- Popups on your website featuring special deals
- Email campaigns aimed at converting visitors
- Social media links for SMS subscriptions
- Text-to-join keywords for offline promotions
Set Up Automated Recovery Sequences
Automate messages to address common reasons for cart abandonment. Here's an example timeline:
| Timing | Channel | Message Type | Purpose |
|---|---|---|---|
| 1 hour | SMS | Reminder | Highlight cart contents with a checkout link |
| 4 hours | Detailed | Share product details and customer reviews | |
| 24 hours | SMS | Incentive | Offer a limited-time discount code |
| 48 hours | Final | Include free shipping or a gift offer |
Enable Two-Way Messaging
Allow two-way SMS communication to address and fix technical issues during checkout.
Run A/B Tests
Test different strategies to see what works best:
- Try varying discount amounts (e.g., 10% vs. 20% off)
- Compare types of incentives, like percentage discounts vs. free shipping
- Adjust the timing and tone of your messages to match customer preferences
A Success Story
Avena Originals revamped their cart abandonment campaign into a "Friday Flash Sale", tweaking their calls to action. The result? A staggering 313X return on investment.
Fix Technical Issues
Use analytics to pinpoint where customers drop off during checkout. Combine this data with feedback from two-way SMS to quickly address any technical problems causing cart abandonment.
Conclusion
Recovering abandoned carts works best when combining SMS and email, as each offers distinct advantages. SMS grabs attention quickly with its immediacy, while email allows for more detailed follow-ups. Together, they create a well-rounded approach to bringing customers back.
Here are a few practical tips for crafting an effective recovery plan:
- Use SMS to create a sense of urgency with time-sensitive offers.
- Leverage email for in-depth product details and longer messages.
- Enable two-way SMS communication so customers can easily resolve any issues.
- Test your campaigns with A/B testing to see what resonates best.
- Time messages strategically to align with customer behavior and preferences.