How will you apply SMS marketing lessons from 2022 holidays in 2023? (credit: Emmanuel Ikwuegbu on Unsplash)
The use of SMS marketing has been steadily growing, but what role would it play in generating sales during the holiday shopping season? That’s the question ecommerce brands were asking themselves.
This year, faced with an uncertain consumer spending outlook due to inflation, fluctuating costs and the performance of relied-upon marketing channels like paid social, brands were in a precarious situation as they looked to optimize marketing spend in order to effectively capture sales and maximize profits.
After the dust settled on the November holiday push, it turns out brands relied more heavily than in years past on email and SMS marketing to generate those sales, and saw success with them. And while email marketing saw impressive holiday gains, it was SMS marketing that really stood out.
According to data from Omnisend’s 80,000 brand clients, SMS marketing saw a 94% increase in year-over-year usage in 2021 and a 47% increase in the first six months of 2022. During this year’s holiday marketing period it surged even further, signaling we’re at a “get on the train or be left behind” moment for SMS.
SMS Marketing Takes Hold During the Holidays
Based on our data, brands stepped on the gas in November in terms of scheduled SMS marketing campaigns, sending 64.5% more messages compared to November 2021. When the pinnacle shopping days arrived, brands doubled down, sending 68% more messages on Black Friday and 47% more during Cyber Weekend (Thanksgiving Day through Cyber Monday). This resulted in a 57% and 23% increase in orders, respectively. In all, November’s SMS-generated orders increased by 29% year-over-year.
Black Friday was one of the strongest-performing days in November, boasting a conversion rate that was 29% better than the monthly average, generating 136% more orders than the next closest day (the day after Black Friday). In all,…