SMS messaging can be a game-changer for e-commerce brands. Find out why SMS is so important—and how to easily add it to your marketing arsenal.
准备好一睹Bird 的风采了吗？
These numbers don’t lie: more than 四分之三的美国成年人 use their phones to shop and make purchases. By 2024, an estimated 42.9 of global e-commerce sales will come from mobile devices. As the e-commerce industry evolves, SMS marketing is moving closer to its gravitational center, enabling 1-to-1 communication that personalizes messages, boosts conversions, and improves customer retention rates.
与您的电子商务平台无缝集成 creates a collaborative relationship between your SMS strategy and your online shoppers. With the right tactics, SMS marketing can be plugged into numerous marketing initiatives. Audience targeting and trigger-based automation can optimize message delivery while reducing the manual labor involved in managing these campaigns.
ǞǞǞ benefits of SMS marketing can’t be replicated elsewhere. If you’re serious about growing your e-commerce business, it’s time to add this powerful strategy to your marketing arsenal.
我们会让您的业务起步顺利。在本指南中，您将了解到
为电子商务品牌开发自有媒体channels 的重要性
如何将 SMS 平台与在线商店集成
什么样的短信campaigns 能提高客户参与度？
How SMS automation can improve the online shopping experience and increase sales
自有营销channels 是宝贵的电子商务资产
Your business website, blog, 电子邮件通讯, and SMS strategy all fall into a marketing category called “owned media.” Owned marketing channels are assets that your business has complete control over, independent of paid advertising, marketing partners, PR support, and other channel-specific publishers and owners.
通过优先发展 SMS 等自有营销channels ，电子商务企业可以实现营销能力的多样化，并以更具成本效益的方式提升客户体验。
依赖社交媒体的影响力，风险自担
社交媒体经常与短信和电子邮件混为一谈，被视为自有营销渠道。这个标签并不完全准确。
On the one hand, businesses indeed have total control over the content they publish to their social media accounts. But there’s an enormous difference between social media and other owned marketing channels when it comes to audience reach.
Your business may control what and when you publish to social media, but those social platforms have complete control over your organic reach. Most major social networks use algorithms to control how much organic reach your business posts can achieve: the average engagement rate for an organic Facebook post, for example, can be as low as 1.52.
社交网络的动机是压制有机传播，使企业最终不得不支付推广费用。当您的企业不拥有分销渠道时，也就不拥有营销渠道。
Social media still offers plenty of value to e-commerce brands, but that value is 在 mercy of the platforms where your business builds a presence—which is why it’s worth investing in marketing channels your business can fully own.
电子邮件和短信的所有权优势
与社交媒体和付费营销channels 提供的有限控制相比，电子邮件和短信与众不同，不仅能完全控制您创建的内容，还能完全控制内容的发布和受众。
好处不胜枚举。以下是其中的重点：
您可以完全控制自己创建的内容和接触的受众。 We mentioned it above, but it bears repeating: email and SMS offer end-to-end ownership that other marketing channels can’t match.
受众覆盖和传播完全透明。 Social media, paid search and other marketing channels target an anonymous audience based on predefined filters. Email and SMS, by contrast, are delivered to a list of known customers and prospects.
您的企业不必通过pay 来获得曝光率。 While you’ll pay a nominal cost to cover the delivery of emails and SMS messages, the cost is fixed and only a fraction of the cost of paid ad exposure.
短信和电子邮件的发送时间由您自行安排。 Timing can be of utmost importance when promoting flash sales, sending shipping notifications, and 提供实时更新. Social media and other channels don’t let you control this timing, which can impact the performance and value of your communications.
可针对特定受众精确定制信息。 With greater control over the audience receiving your messages, SMS and email improve the quality of your personalized messaging.
自有营销channels 的价值会随着时间的推移而增长。 As SMS and email lists grow, the potential engagement from a single delivered message increases. Ongoing testing and iteration will refine your messaging strategy over time, optimizing performance as you expand your reachable audience.
加强自有市场营销，减少对付费替代品的依赖。 Your business might not stop investing in paid marketing altogether, but owned channels will give you greater flexibility to adjust your marketing mix to balance marketing spend and ROI.
通过 Shopify 启动您的 SMS 战略
您的电子商务短信策略由您网店中的客户数据和购物活动驱动。个性化优惠、闪购、优惠券、放弃购物车提醒、发货通知和产品评论请求只是短信依赖于电子商务平台信息的一小部分情况。
With more than four million online stores built on its platform, the odds are your e-commerce business is running on Shopify. But whether it’s Shopify or one of its competitors, your messaging strategy depends on seamless integration between your company’s SMS and e-commerce platforms.
以下是实现这一目标的方法：
选择适合您企业的短信平台
选择一个能与 Shopify 集成并满足您独特业务需求的短信平台，为您的短信战略取得成功做好准备。您的短信平台至少应提供以下功能
内置合规控制。 E-commerce businesses must stay compliant with local customer data privacy regulations in any country where they do business. Choose an SMS platform that can keep your messaging and data management in compliance at all times.
Seamless integration with your e-commerce platform. If you’re using Shopify, choose an SMS provider with an app in the Shopify app store—meaning you can trust the quality of the platform integration.
为受众提供个性化信息的能力。 By using e-commerce data to tailor personalized messages to your subscribers, your business can foster strong customer relationships that lead to increased retention and loyalty.
电子商务报告。 Generate SMS campaign data in 近实时 to monitor and analyze performance—including how SMS messaging is delivering e-commerce outcomes.
除了上述基本功能外，您的企业可能还需要一个能提供以下功能的 SMS 平台：
无代码自动化功能 Fast, user-friendly automation development tools can help you develop SMS messaging strategies connected to e-commerce events ranging from backroom operations to customer behaviors.
用于创建网站弹出窗口的拖放工具。 Simple 弹出式窗口小部件 can be added to your website to 收集订阅 for your SMS messages.
与其他电子商务应用程序轻松集成。 SMS marketing can benefit from integrations with e-commerce applications delivering customer support, shipping, CRM, and other business services. ǞǞǞ more you’re able to integrate your SMS platform with other applications, the more you’ll be able to leverage shared data and capabilities for a better customer experience.
支持其他自有营销战略。 When SMS, email, WhatsApp messaging, and other communications are managed through the same platform, you can share performance data, message templates, and other strategic elements across these channels for more efficient campaign management and improved performance.
将您的短信工具与 Shopify 整合
If you choose an SMS platform with 预置集成工具, connecting that platform to your e-commerce platform is easy. Bird’s Shopify Connector, for example, allows your business to connect your SMS and e-commerce platforms in just a few steps, giving you access to shared data and capabilities between these solutions.
集成完成后，您就可以开始配置您的消息平台，使其与您的 SMS 战略保持一致。这一过程应包括
建立短信列表。 Whether you’re importing existing contacts or setting up channels to gather new subscribers, create an SMS audience that will serve as your master subscriber list.
实施收集明确同意的策略。 To meet global compliance requirements, your SMS list will need to collect opt-ins from your subscribers. Pop-ups and the online checkout process can be used to add new subscribers, but your business will need to make sure that appropriate disclosures, as well as information regarding opt-outs, are also available.
短信服务的战略成本管理campaigns. Message delivery pricing varies by country. When communicating with a global audience, cost-optimized delivery can take advantage of these differences to increase the overall reach of your SMS strategy. When you’re new to SMS marketing, it’s particularly important to understand these costs before you go live with your first campaign.
实现在线商店的实时更新
利用及时的短信通信提升客户体验。除营销信息外，短信通信还可与电子商务业务相结合，为客户群提供有价值的最新信息。
发货通知可以让顾客随时了解货物何时到达。放弃购物车通知可以提醒购物者忘记结账。这些更新可以由电子商务平台提供的信息自动触发，从而增强公司的转换后体验。
通过创意短信吸引客户campaigns
Once your SMS platform is fully integrated with your online store, your business is ready to create messaging campaigns aimed at driving sales and increasing customer loyalty.
您的第一个 SMScampaigns 并不完美。不过，通过测试不同类型的短信并分析 SMScampaigns 的结果，您的企业可以从中获得有助于改进方法和加强 SMS 战略的启示。
寻找活动灵感？以下是一些常用的电子商务策略，供您参考：
开发基于短信的忠诚度计划。 Encourage subscriber opt-ins by promising exclusive deals, product offerings, and other perks of membership. Rewards points, limited-time promotions, and VIP content can be delivered via SMS to remind customers of the benefits of staying connected through text.
闪购。 Time-limited sales can spur sales from customers who don’t want to miss out on a great deal. Since SMS messages can be delivered within seconds of launching the campaign, e-commerce businesses can use this communication channel to share time-sensitive information.
推出新产品。 When demand is high and inventory is limited, SMS will reward subscribers by instantly letting them know that popular products are available.
收集客户反馈。 Let customers know you care about them while also gathering valuable feedback to improve your shopping experience. Whether you request feedback via text reply or refer customers to a short online survey, these responses can help inform your SMS marketing strategy going forward.
庆祝文字 Deliver a simple, personalized SMS experience by messaging your subscribers on their birthday or their anniversary of becoming a customer. A brief show of appreciation will go a long way with your subscribers—although a special discount or promo won’t hurt, either.
制定目标并分析结果
只有在设定目标并评估所有campaigns 的绩效时，SMS marketing 。
This process is easy to execute when your SMS platform offers built-in analytics and reporting. Before your campaign goes live—really, before you create the campaign messaging and set your target audience—your business should establish the goal of that campaign: revenue generation, promotion redemption, survey completion, etc.
Most SMS campaigns center on these core metrics:
交货率： This measures the number of SMS messages that were effectively sent to your audience. Without a dependable provider, SMS messages can be blocked, delayed, or simply fail to send.
开放率： How many recipients received your SMS message and decided to open it. High rates indicate a willingness to interact, while low rates suggest that a change in copy, timing, segmentation, or messaging is needed.
点击率（CTR）： Once an SMS message is opened, are recipients clicking links and acting on CTAs? This metric is a good indicator of engagement and interaction.
选择加入率和选择退出率： Consumers have the option to consent to SMS messages. This metric can be monitored to understand how many recipients are saying “yes” to your brand.
活动结束后，查看您确定的绩效指标，评估活动的整体效果。活动的优势是什么？缺点在哪里？为了取得更好的效果，下次可以做些什么改变？有哪些经验可以应用到其他 SMScampaigns ？
扩展短信自动化并微调触发器
电子商务平台集成将为您的信息平台提供大量有价值的数据，为强大的短信自动化策略提供动力。通过将这些数据与基于触发的自动化和人工智能相结合，您的企业甚至可以实现更个性化的信息发送和更灵敏的互动。
自动化并不意味着做得更多、更快。它意味着比以前做得更多、更快、更好。
如前所述，无代码开发工具将快速提高您在整个电子商务业务中实施 SMS 自动化的能力。但速度并不重要，重要的是要确保自动化配置正确，触发器和目标受众正确。
Top automation flows to enhance your Shopify store experience
When your SMS platform is integrated with Shopify, the automation possibilities are endless.
但是，自动化工作必须从某个地方开始。以下是电子商务企业可能需要优先考虑的一些最有价值的自动化功能：
缺货警报。 By sharing inventory data with your SMS platform, subscribers can immediately receive a notification when in-demand products are available for purchase.
废弃购物车提醒 Recommendations on the best time to send an abandoned cart notification can vary between one and 24 hours. However, one study reported a 20.3 conversion rate for messages sent within one hour of cart abandonment. Experiment with different timing strategies to find the approach that delivers the best ROI for your business.
订单确认。 Let anxious consumers know their order is confirmed as soon as possible. You can also let them know what the next steps will be in terms of processing time and shipment.
发货通知。 Notify customers when their order has shipped, and provide them with a tracking number so they can monitor the shipment’s progress on their own.
填补电子商务营销战略中的短信漏洞
短信并不是电子商务营销的灵丹妙药。但随着移动购物成为常态，短信正成为提高客户参与度和忠诚度不可或缺的工具。
When you build SMS campaigns on Bird, your business can benefit from a suite of powerful tools to help you test, iterate, and optimize your SMS strategy faster.
您的信息投资回报率将得到提高，您的客户体验也将比以往更强。