Articles on: SMS/WhatsApp

How to Create High Engagement with Transactional SMS

From the sign-up process to purchases and delivery, transactional messages are excellent for customer communication; and SMS is the perfect channel for this. Transactional SMS facilitates timely updates, and makes it ideal for delivery and order status notifications, appointment confirmations, as well as other customer service functions.

In this guide, let's explore how to create high engagement with transactional SMS in AVADA.

Definition & Benefits of transactional SMS

A transactional SMS is considered a vital, non-marketing message. These messages are created within workflows that are triggered by a purchase or other direct interaction with your brand in which it is essential that the customer receives a response.

Transactional content typically appears in workflow emails as well, and customers expect you to confirm transactions made on your website.

So, why should you consider sending transactional messages via SMS?

- It's fast. Transactional SMS can be sent in just a matter of seconds, and 90% of people read a text message within the first 3 minutes. Besides, the open rate of transactional SMS reaches 98%, which is dramatically more than any other channel.

- It's convenient. It's no secret that people love their mobile phones. About 90% of adults keep their mobile devices within arm's reach at all times. Transactional SMS makes life much easier for your customers by communicating essential updates on their most-used platform.

- It's low-cost. Sending bulk transactional SMS often costs as little as 5 cents per message. The returns generated from improving your customer service will more than account for the low price of sending your messages.

Transactional vs. Promotional SMS

Transactional SMS are messaged used for sending order and booking alerts, as well as informational messages to registered customers. These messages are not for marketing purposes. They are sent to all recipients regardless of their DND status 24/7 without any time restriction. Transaction SMS can be identified via a 6-character Sender ID that a company chooses. This identifier should correspond with the company or product name.

On the other hand, Marketing SMS is used for sending marketing and sales messages. They are sent only to opt-in and non-DND numbers. Promotional SMS should be sent between 9 a.m and 8 p.m. Promotional messages have a random 6-character Sender ID determined by the network operator.

Create transactional SMS message in a workflow

This workflow should be triggered by a transactional event on your website, such as Placed Order. Then, add your transnational SMS into your workflow with the drag-and-drop feature. Transactional SMS cannot have marketing or promotional content for other products or your brand.

Common transactional SMS messages are for orders placed, shipping confirmations, and account creations. In the next section, we'll show you some examples of transactional SMS messages in an AVADA workflow.


Order Confirmation SMS Workflow

A typical example of a transactional SMS is a confirmation text for a Placed Order event, as shown below:

You can choose our ready-made Order Confirmation SMS template, set your trigger event as Placed Order, and edit the content. Keep in mind what information is necessary to include for your customers.

The content appearing in the SMS message pictured above (on the right-hand side) has a friendly tone, but first and foremost, it is informative. It indicates that your customer succeeded in completing a transaction, and also states that they will be sent shipping information in the near future. This prepares your customer to expect subsequent messages in the workflow, so they are not taken by surprise or frustrated by additional messaging.

This message can open the doors to increased customer engagement as well as a positive stream of communication. It is essential to remain consistent in tone throughout your workflow and follow up with all the information your customer will receive.

So, how can you create an Order Confirmation SMS workflow in AVADA? We'll show you right now:

Step 1: Choose automation preset

- From the app dashboard, go to Automation > New workflow
- Select the Buying Transaction event
- Choose Order Confirm SMS

- Click Next to open the workflow and start editing it.

Step 2: Edit the workflow

You can add/ edit each element at the left side of your screen. Learn how to add an element right here:

- Add wait time/certain time to send email

- Add Yes/No Split to the workflow

- Add Multiple Split to the workflow

- Add A/B testing

- Add Exit workflow

If you want to edit an item in your workflow, just simply slick directly on it, and then it will show the edit column at the right side. Click to edit your SMS content.

Step 3: Ready to go live

- When you're done with your SMS content, click Save and Exit, it will come back to the workflow
- Click Next to go to the last step. Enter the workflow name and hit Launch to go live or keep it as draft.

Related topic: How to Send Order Confirmation Emails?

Shipping Confirmation SMS Workflow

A shipping confirmation SMS is triggered by Created Shipment, as detailed in this example:

Similar to post-purchase workflows, it is important to edit your message content to be customer-specific. Include information like the customer's name, their order status, and how many days they can expect shipping to take.

This is your chance to show that your brand really cares about the customer experience and keeps them informed on order details. This SMS provides peace-of-mind for customers that they will receive their order in a timely manner.

It's so easy to create a Shipping Confirmation SMS workflow in AVADA.

Step 1: Create your own workflow

- From the app dashboard, go to Automation > New workflow
- Select the Buying Transaction event
- Choose Blank

- Scroll down, choose Shipping and Next

Step 2: Edit your workflow content

- Drag and drop the Wait Time & SMS elements from the left side to the workflow.

- Click on each item and edit at the right side.

Step 3: Get ready!

- When you're done with your SMS content, click Save and Exit, it will come back to the workflow
- Click Next to go to the last step. Enter the workflow name and hit Launch to go live or keep it as draft.

Related topic: How to Send Shipping Confirmation Emails?

Best practices

Keep your customers in the know

You should customize transactional SMS content to reflect your brand's tone and to include any pertinent information. Include specifics, such as the customer's name and purchase, along with any other key details pertaining to the trigger event. Nevertheless, don't include any marketing or promotional content in these messages that would make them non-transactional.

Transactional SMS messages keep your customers informed of their purchases and interactions with your brand, so make sure to communicate everything a customer needs to know. This ensures that they're not left wondering when they receive an order or if their order was placed successfully on your online store.

Send Marketing SMS in the same workflow

Although transactional messages are a part of SMS workflows, not all content in the workflow has to be transactional. As a matter of fact, your business may benefit from adding marketing content to workflows after a transactional message. This can boost your customer engagement and potentially drive customers to purchase again.

For instance, if you have a post-purchase workflow in which the first SMS is an order confirmation, that would be a transactional SMS message. But if you decide to add subsequent marketing text messages for generating product reviews or cross-selling related products to specific customer segments, these would be marketing SMS.

Let's say, if your transactional message is sent to someone who bought a women's sun hat, you could send them a cross-selling marketing SMS afterward to recommend matching beach maxi dresses.

Updated on: 31/08/2021

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