Build Your Email & SMS Program

Chapter 8: How to Use SMS to Bring Customers Back

A text should earn the interruption. Use SMS when the message is relevant, concise, and useful at that moment. The aim is to give customers a convenient next step while respecting why they subscribed.

Section 1

Decide whether this needs a text

Is this timely?

Consider what makes this message useful now. If nothing has changed, a text may not be needed.

Is this relevant to this customer?

Check the customer’s interests, purchases, and why they subscribed before choosing the audience.

Can the value and action be explained clearly in a short message?

Choose a clear next step. Let email or the destination page carry the detail when it needs more explanation.

If the message needs a detailed explanation, email or a helpful destination page may do more of the work.

Section 2

Grow the right SMS audience

Explain what subscribers can expect and collect channel-specific permission. Do not treat an email subscription or an order phone number as automatic SMS marketing permission.

Review Klaviyo’s SMS setup guidance

Review current platform and regional requirements for the markets you serve.

Section 3

Choose useful moments

Relevant restock

Why it might help: A wanted product is available again.
What to verify: The product is in stock and the customer’s interest is relevant.
When to skip it: The customer already purchased or availability has changed.

Product launch

Why it might help: A new product could meet a relevant customer need.
What to verify: The product is available and the launch details are accurate for this audience.
When to skip it: The product is not relevant or a recent message already provided the same next step.

Replenishment reminder

Why it might help: Buying more can be convenient when the customer may need it.
What to verify: Product compatibility, actual usage patterns, quantities, subscriptions, and recent purchases.
When to skip it: The customer has already reordered or there is no evidence that more is needed.

Eligible cart or checkout follow-up

Why it might help: A relevant reminder can make returning to a purchase easier.
What to verify: SMS eligibility, the correct cart or checkout event, purchase exits, and other abandonment messages.
When to skip it: The customer purchased, is no longer eligible, or another message already does the same job.

A genuine, time-limited promotion

Why it might help: A relevant offer has a real deadline that may matter to the customer.
What to verify: The deadline, availability, offer conditions, and commercial reason are accurate.
When to skip it: The urgency is artificial or the offer does not apply to this customer.

Section 4

Write the message

Identify the brand, give a clear reason for the message, and make the next step obvious. Follow your platform’s required opt-out and sender formatting.

Illustrative example: Restock

Example Goods: The tote you asked about is back. See available colours: [product link]

Illustrative example: Replenishment

Example Goods: Need more filters for your brewer? Find the compatible pack here: [product link]

Illustrative example: Launch

Example Goods: Meet our new everyday tote. See the details and colours: [product link]

These demonstrate message structure. Add the required disclosures and opt-out treatment for your platform and market before sending. Do not claim a customer requested a restock unless that is true.

Section 5

Coordinate email and SMS

Plan the customer’s sequence across channels. Consider recent purchases, other messages, and whether another contact adds value.

Abandonment: divide the work between channels

Email handles explanation and reassurance: sizing, shipping, returns, or authentic customer evidence. SMS stays concise and offers a convenient route back to checkout. Never copy every email into a text.

After each wait, recheck purchase status and channel eligibility before sending. A purchase ends recovery; withdrawn permission or suppression prevents the next marketing message. Also review recent contacts so an eligible shopper is not overwhelmed.

Watch the walkthrough

Coordinate abandonment email and SMS

Nick explains how each touch should remove a different friction point.

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Illustrative timeline

01Email explains the product
02Customer action check
03Optional SMS for an eligible, relevant audience
04Stop promotional follow-up when no longer appropriate

Section 6

Include cost in the review

Assess actual messaging costs alongside orders, unsubscribes, delivery issues, and customer behaviour. Message length and format can affect billing; review the actual platform calculation.

Attributed revenue is not the same as incremental revenue. Consider whether the same customer would have purchased through another channel.

Chapter 12: Measure Progress and Find Out What’s Working

Section 7

Pre-send checklist

Saved on this device

SMS permission is recorded.
The sender is configured for the destination.
The message is relevant and accurate.
The destination works on mobile.
Purchasers and other exclusions are considered.
Frequency and regional rules are reviewed.
Opt-out handling is configured.
Cost and results have an owner.

Chapter 11: The Deliverability Checklist — setup review

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