Notes

List Growth

• A multi-step popup like below is essential to grow the SMS list

• Our current popup is in an outside app, which is an unnecessary expense and can lead to data loss.
• Many agencies will try to sell you on these apps as they get affiliate commission. Beware.
• Klaviyo’s popups are the best around and you will lose none of your data - so no one will sign up and miss the welcome series etc.

• In the post-purchase flow we need to prioritise SMS signups a lot. You’ll also notice in the other sections of this document that we push SMS signups heavily in many flows. Any opportunity you can get must be maximised.
• Any time we’re sending a hype email for a product release or sale, the CTA should be to sign up for SMS so you don’t miss it.
• We can also send periodic campaigns to non-SMS subscribers to push them to sign up.

SMS Flows

• There are really ~8 core flows here:
  • Welcome series
  • Browse abandoned
  • Abandoned checkout (split by country so we can send more than 1 sms to non-US customers)
  • Post purchase thank you
  • Shipping notifications
  • Customer winback
  • Replenishment
  • Cross-sell
• SMS flows have roughly 10x the ROI of SMS campaigns (our internal calculations, so industry-wide it may be anywhere from 8x-12x)
  • As a result, we want most of our SMS setup to be flows-heavy
  • We are charged by credits here, so we need to prioritise efficiency

SMS Campaigns

• We have 3 primary use cases for SMS campaigns
  • Product releases
    • Self-explanatory
  • Sales
    • Also self-explanatory
  • Product highlights (cross-selling)
    • We often go into Shopify’s analytics and look for products with lower than average traffic, but a high conversion rate on the page
    • These products can then be presented as ‘Hidden Gems’
    • I would say that in many cases these would wind up being bundles
• The common theme here is that we need a very worthwhile message before we can text someone. It’s not like email where somewhat trivial messages can be sent.
• I can’t see SMS campaigns being sent in Klaviyo, yet I do see SMS featuring in our flows - so I will assume we have SMS all in Klaviyo.