How to Combine SMS with Email for a Multi-Channel Abandoned Cart Recovery Strategy in Dropshipping

Abandoned carts are one of the most significant challenges in the world of e-commerce, especially for dropshipping businesses. According to various studies, the average abandoned cart rate for online stores can be as high as 70%. This means a large percentage of potential customers are leaving their shopping carts without completing their purchases. To tackle this issue, dropshipping businesses must implement an effective abandoned cart recovery strategy. One of the most powerful ways to do this is by combining SMS with email marketing in a multi-channel strategy.

In this guide, we will explore why and how you should combine SMS and email for abandoned cart recovery, the benefits of a multi-channel approach, and the best practices for optimizing this strategy for your dropshipping business.

Why Abandoned Cart Recovery is Crucial for Dropshipping Businesses

In a dropshipping business model, you're essentially acting as a middleman between the customer and the supplier. With the competition fierce and customers often shopping across multiple stores, getting them back after they've abandoned their cart is critical to increasing your conversion rates.

Without proper cart recovery strategies, you're leaving money on the table. Abandoned cart recovery ensures that you're making the most out of every potential sale. Combining SMS with email allows you to leverage multiple touchpoints and increase the likelihood of bringing the customer back to complete their purchase.

Benefits of Multi-Channel Abandoned Cart Recovery

1. Increased Visibility and Reach

   Not all customers check their email regularly, and some may overlook promotional emails. However, SMS has a much higher open rate---around 98% compared to email's 20-30%. By using both SMS and email, you increase your chances of reaching your customers where they are most active.

2. Timely Reminders

   With SMS, you can reach customers almost instantly, whereas emails may take hours or even days to be seen. This quick communication allows for real-time reminders about abandoned carts, urging the customer to take action quickly.

3. Personalization and Relevance

   Both SMS and email allow for personalization, such as addressing the customer by name or reminding them of the items left in their cart. When done right, personalized messaging can increase engagement and conversion rates.

4. Higher Conversion Rates

   A multi-channel approach allows you to engage customers at multiple stages of their journey. Whether they're just considering buying, have forgotten about their cart, or need a final nudge to complete the purchase, SMS and email together can trigger a response from the customer and prompt them to take action.

5. Reduced Cart Abandonment Rates

   By combining two of the most effective communication channels (SMS and email), you significantly reduce the chances of cart abandonment. Each reminder, whether via email or SMS, is another opportunity to bring the customer back to complete the transaction.

How to Implement a Multi-Channel Abandoned Cart Recovery Strategy

Step 1: Choose the Right Tools for SMS and Email Marketing

Before you start sending recovery messages, you need the right tools. For a seamless multi-channel approach, ensure you're using an integrated platform that supports both SMS and email marketing.

Some popular tools for this include:

• Klaviyo (for email marketing) with built-in SMS functionality
• Omnisend (for combined email and SMS marketing automation)
• Mailchimp with integrations for SMS
• Postscript (specializing in SMS for e-commerce)

These tools allow you to automate the abandoned cart recovery process and create customized workflows for both email and SMS channels.

Step 2: Set Up Automated Workflows

Setting up automated workflows is the backbone of your abandoned cart recovery strategy. Both email and SMS should be part of the same funnel, with each channel playing a unique role.

Email Workflow:

1. First Reminder (1 Hour After Abandonment): The first email should be sent an hour after the customer abandons their cart. It should serve as a friendly reminder of the items left behind and include a clear call to action (CTA) to return to the cart and complete the purchase.

   • Subject Line: "Oops! You left something behind."
   • Body: "Hey [Customer Name], you left [Item Name] in your cart. Don't worry, we've saved it for you! [CTA: Return to Cart]"

2. Second Reminder (24 Hours After Abandonment): If the customer hasn't completed their purchase, send a follow-up email 24 hours later. This email can include social proof (such as customer reviews or testimonials), additional incentives like discounts or free shipping, and an urgency trigger to encourage immediate action.

   • Subject Line: "Still thinking it over? Here's 10% off to help you decide!"
   • Body: "We've noticed you've been eyeing [Item Name]. Use code 'SAVE10' to get 10% off your order! [CTA: Complete Your Purchase]"

3. Final Reminder (48-72 Hours After Abandonment): If the customer hasn't taken action yet, send a final email reminder with a strong incentive, like an exclusive deal, or a limited-time offer. This message should create urgency and a sense of scarcity.

   • Subject Line: "Last chance! Your cart is about to expire."
   • Body: "Hurry! Your cart with [Item Name] will expire soon, and your 10% discount will no longer be available. Complete your purchase now to grab your savings! [CTA: Complete My Order]"

SMS Workflow:

SMS should complement email by sending timely reminders and creating urgency. Since SMS is more immediate, it's ideal for short, actionable messages.

1. First SMS (1 Hour After Abandonment): Send a concise message reminding the customer about their abandoned cart. Use urgency and keep it to the point.

   • Text Message: "Hey [Customer Name], you've got items waiting in your cart. Don't miss out! Complete your purchase now: [Cart Link]"

2. Second SMS (24 Hours After Abandonment): If the customer hasn't purchased after the email reminder, send a second SMS with an added incentive, like a discount or limited-time offer.

   • Text Message: "Hey [Customer Name], we saved your cart! Get 10% off your order with code SAVE10. Finish your purchase here: [Cart Link]"

3. Final SMS (48-72 Hours After Abandonment): Send a final SMS with a sense of urgency. If you have a limited stock or a time-sensitive deal, this is the moment to emphasize it.

   • Text Message: "Final call, [Customer Name]! Your cart expires soon! Don't miss your chance to buy [Item Name] at a discount. Complete your order here: [Cart Link]"

Step 3: Optimize Your Message Timing and Frequency

The timing of your SMS and email messages is critical. Sending messages too frequently can annoy customers, while sending them too late may result in missed opportunities. Follow these guidelines:

• Email: Send the first reminder an hour after abandonment, the second after 24 hours, and the final one within 48-72 hours.
• SMS: Use SMS as a supplement, sending reminders 1-2 hours after abandonment, and then again 24 hours after. The SMS messages should always be sent before the emails to create urgency.

Step 4: Personalize Your Messages

Personalization is key to improving your conversion rates. Customers are more likely to respond to messages that are tailored to their interests. Include their name, the items they left behind, and any personalized discounts or offers.

• Personalize the Product: "Your [Item Name] is still waiting for you!"
• Personalize the Offer: "Here's an exclusive discount just for you, [Customer Name]."

Step 5: Track Results and Adjust Accordingly

Once your workflows are set up and running, it's important to track the effectiveness of your multi-channel strategy. Measure open rates, click-through rates, conversion rates, and opt-out rates for both SMS and email channels. Use this data to refine your strategy, adjusting timing, messaging, and offers as needed.

Conclusion

Combining SMS and email for abandoned cart recovery is a powerful way to increase conversions in your dropshipping business. By using both channels strategically, you can increase the chances of bringing customers back to complete their purchases. The key lies in creating automated, personalized, and timely communication that resonates with your audience. With a well-optimized multi-channel strategy, you can significantly reduce cart abandonment and boost your revenue.

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