How to Use SMS for Cart Recovery

SMS cart recovery messages have 98% open rates compared to 20-30% for email. When a customer abandons their cart, a text message cuts through the noise in ways email cannot.

But SMS is also more intrusive. Done wrong, it annoys customers and damages your brand. Done right, it recovers sales that email would miss.

Here is how to use SMS for cart recovery effectively.

Why SMS Works for Cart Recovery

The Numbers

| Channel | Open Rate | Click Rate | Response Time | |---------|-----------|------------|---------------| | SMS | 98% | 19% | 90 seconds | | Email | 20-30% | 2-5% | 6 hours |

Translation: Your SMS will be seen. Your email might not be.

When SMS Wins

Immediacy: Customer abandoned 10 minutes ago. SMS reaches them while they are still thinking about the purchase.

Mobile context: Customer abandoned on mobile. SMS keeps them on mobile where they can complete checkout in one tap.

Inbox competition: Customer's email inbox has 50 unread messages. Their text messages have 2.

When SMS Loses

Opt-in requirements: You can only text customers who have explicitly opted in. Email lists are typically larger.

Cost: SMS costs 1-3 cents per message. Email is essentially free.

Intrusiveness: A poorly timed or poorly worded text feels invasive. A bad email is just deleted.

Getting SMS Consent

You cannot send SMS without consent. Period. This is legally required (TCPA in US, GDPR in EU) and platform-enforced.

Where to Collect Consent

Checkout: Add SMS opt-in checkbox during checkout. "Text me order updates and exclusive offers"

Pop-ups: "Get 10% off your first order via text" Requires phone number entry and explicit consent.

Account creation: Include SMS preference in account settings.

Post-purchase: "Want order updates via text?" in confirmation flow.

What Consent Looks Like

Valid consent:

• Customer actively opts in (checks box, enters number)
• Clear disclosure of what they will receive
• Easy opt-out mechanism communicated

Invalid consent:

• Pre-checked boxes
• Buried terms
• Purchased phone number lists
• Assuming email consent equals SMS consent

Consent Language Example

"By entering your phone number, you agree to receive marketing text messages from [Store Name] at the number provided. Message and data rates may apply. Reply STOP to unsubscribe."

Setting Up SMS Cart Recovery

Step 1: Choose Your Platform

Integrated platforms (email + SMS):

• Klaviyo
• Omnisend
• Drip

SMS-focused platforms:

• Postscript
• Attentive
• SMSBump (now Yotpo SMS)

Recommendation: If you use Klaviyo for email, add SMS there. If you want SMS-first focus, Postscript or Attentive offer deeper SMS features.

Step 2: Connect to Shopify

All major SMS platforms have Shopify apps. Installation typically involves:

1. Install app from Shopify App Store
2. Connect your store
3. Import existing customers (with consent)
4. Set up abandonment triggers

Step 3: Create Your Recovery Flow

Basic flow:

1. Customer abandons cart (with SMS opt-in)
2. Wait [time period]
3. Send recovery SMS
4. Track clicks and conversions

Timing options:

• 30 minutes: Very fast, feels urgent
• 1 hour: Standard, good balance
• 4 hours: Later in day, less intrusive
• 24 hours: Next-day reminder

Recommendation: Start with 1 hour. Adjust based on results and customer feedback.

Step 4: Write Your Message

SMS is limited to 160 characters for a single segment (longer messages cost more and may display incorrectly).

Formula: [Greeting] + [What happened] + [CTA] + [Link] + [Opt-out]

Example (158 characters): "Hi Sarah, you left items at StyleShop! Complete your order: [link] Reply STOP to opt out"

SMS Message Templates

Template 1: Simple Reminder

"Hey [Name], your cart at [Store] is waiting! Finish checkout: [link] Reply STOP to unsubscribe"

Character count: ~100 (leaves room for short URL)

Best for: First/only SMS, straightforward approach

Template 2: With Urgency

"[Name], the items in your cart are popular. Complete your order before they sell out: [link] STOP to opt out"

Character count: ~115

Best for: Limited inventory situations

Template 3: With Incentive

"Still thinking about your cart, [Name]? Here's 10% off to help: [CODE]. Shop now: [link] STOP to unsub"

Character count: ~115

Best for: Second message or high-value carts

Template 4: Help Offer

"Hi [Name], noticed you didn't finish checkout. Having trouble? Reply here or call us: [phone]. Your cart: [link] STOP=unsub"

Character count: ~130

Best for: Technical-heavy products, older demographics

Template 5: FOMO

"[Name], someone else is looking at your cart items! Finish checkout to claim them: [link] STOP to opt out"

Character count: ~110

Best for: Fashion, limited editions (use honestly, not as manipulation)

SMS Timing Strategy

Single SMS Approach

Send one SMS, rely on email for follow-ups.

When to use:

• Small SMS list
• Conservative approach
• Testing SMS effectiveness

Timing: 1-2 hours after abandonment (different from email timing)

Multi-Touch Approach

Combine SMS with email in coordinated flow.

Example sequence:

• 1 hour: Email 1 (reminder)
• 4 hours: SMS (if email not opened)
• 24 hours: Email 2 (social proof)
• 48 hours: Email 3 (incentive)

Key: Do not send SMS if email was opened and clicked. Avoid redundant messages.

Time of Day Considerations

Best SMS send times:

• 10 AM - 12 PM (morning break)
• 5 PM - 7 PM (post-work)
• Avoid before 9 AM and after 9 PM

Platform features: Most SMS platforms let you set "quiet hours" to avoid late-night sends.

Personalization Beyond [Name]

Include Cart Contents

"Hey [Name], your [Product Name] is waiting at [Store]!"

More specific than generic "your cart" message.

Reference Cart Value

For high-value carts, acknowledge it: "[Name], your $150 order is saved at [Store]. Free shipping included. Complete checkout: [link]"

Segment by Customer Type

First-time customers: Focus on trust, include support option.

Returning customers: Shorter, more direct. They know you.

VIP customers: Personal touch, maybe call instead of text.

Compliance and Best Practices

Legal Requirements

TCPA (US):

• Express written consent required
• Easy opt-out mechanism
• Identification of sender
• Honor opt-outs immediately

GDPR (EU):

• Explicit consent
• Right to be forgotten
• Clear purpose explanation

Opt-Out Handling

Every SMS must include opt-out instructions:

• "Reply STOP to unsubscribe"
• "STOP to opt out"
• "Text STOP to end"

When someone replies STOP:

• Remove immediately from SMS list
• Do not send confirmation SMS
• Keep them on email list (separate consent)

Frequency Limits

Maximum recommendations:

• 1 SMS per abandoned cart
• 4-6 SMS per month total (including marketing)
• Never more than 1 SMS per day

Customer perception: One helpful reminder = appreciated Two reminders = annoying Three+ = unsubscribe and bad reviews

Measuring SMS Recovery Performance

Key Metrics

Delivery rate: Messages delivered / Messages sent Target: 95%+

Click rate: Link clicks / Messages delivered Target: 10-20%

Conversion rate: Purchases from SMS / Messages delivered Target: 2-5%

Revenue per message: Total recovered revenue / Messages sent Benchmark varies widely

Unsubscribe rate: STOP replies / Messages sent Target: Under 2%

Attribution

Direct attribution: Customer clicked SMS link and purchased in same session.

Assisted attribution: Customer received SMS, later purchased through different channel.

Most platforms track direct attribution. Assisted is harder to measure but real.

ROI Calculation

SMS cost: $0.01-0.03 per message

Messages sent: 1,000

Total cost: $10-30

Conversions: 25 (2.5% rate)

Average order value: $80

Revenue: $2,000

ROI: 6,567% - 20,000%

Even modest performance yields strong ROI because SMS costs are low.

Common SMS Mistakes

Mistake 1: Sending Without Consent

Illegal and damages trust. Only message opted-in customers.

Mistake 2: Too Many Messages

One SMS per cart abandonment. Not two. Not three.

Mistake 3: Wrong Timing

Middle of the night, too early morning, or immediately after abandonment feels intrusive.

Mistake 4: No Opt-Out

Every message needs STOP instructions. Required by law.

Mistake 5: Generic Content

"You have items in your cart" is weak. Include product name, personalization, or reason to return.

Mistake 6: SMS-Only Strategy

SMS complements email, does not replace it. Use both in coordinated flow.

Mistake 7: Discount in Every Message

Training customers to abandon for discounts. Reserve incentives for high-value or second attempt.

SMS Recovery Quick Start

Week 1: Setup

• [ ] Choose SMS platform (Klaviyo, Postscript, etc.)
• [ ] Connect to Shopify
• [ ] Add SMS opt-in to checkout
• [ ] Create one recovery message
• [ ] Set timing (1 hour recommended)
• [ ] Test flow with your own phone

Week 2: Launch

• [ ] Enable for opted-in customers
• [ ] Monitor delivery and click rates
• [ ] Watch for STOP replies
• [ ] Check customer service for complaints

Week 3-4: Optimize

• [ ] A/B test message content
• [ ] Adjust timing based on data
• [ ] Coordinate with email flow
• [ ] Calculate ROI

Month 2+: Scale

• [ ] Grow SMS list (more opt-in touchpoints)
• [ ] Segment by customer type
• [ ] Add high-value cart special handling
• [ ] Expand to other SMS use cases (shipping updates, promos)

The Bottom Line

SMS cart recovery works because it cuts through noise:

• 98% open rate vs. 20-30% for email
• Immediate delivery and response
• Mobile-native for mobile abandoners

But SMS requires more care:

• Consent is legally required
• One message per cart (not a sequence)
• Easy opt-out in every message
• Respect customer boundaries

Start simple:

• One SMS at 1 hour after abandonment
• Include product name, link, and opt-out
• Coordinate with (do not duplicate) email

Scale with data:

• Test timing and content
• Add personalization
• Segment high-value carts

SMS is not a replacement for email. It is a complement that reaches customers who would otherwise miss your recovery attempts.