Cart abandonment is a significant challenge for e-commerce businesses, with 69% of online shopping carts abandoned before purchase. One of the most effective tools for recovering these sales is SMS, which boasts an impressive 90% read rate within 3 minutes. 

This high engagement rate makes SMS an ideal channel for targeting high-intent actions like cart abandonment. Klaviyo’s automation platform simplifies setting up and optimising SMS abandonment flows, making it easier for brands to recover lost revenue.

What Is The SMS Abandonment Flow?

Description: SMS abandonment flows in Klaviyo are automated messages sent to customers who leave items in their shopping carts without completing the purchase. These flows are highly personalised and should be integrated into a broader omnichannel strategy that includes email flows. This allows for a cohesive customer experience across multiple touchpoints.

Flow Stats:

• SMS open rates in Klaviyo can reach up to 98%.

• SMS abandonment flows have been shown to recover 30-40% of lost sales, making them a powerful tool in any e-commerce strategy.

Strategy Outline:

Here are the strategy outlines for the abandoned cart flows, separated into non-customers and customers:

Best Practice For SMS Abandonment Flows:

1. Make It Omnichannel (Email x SMS):

Place SMS First:
SMS has a much higher read rate (up to 90%) compared to email, and messages are typically opened within minutes. This makes SMS the perfect tool for immediate engagement when a customer’s purchase intent is at its peak.

How to implement:

• Begin your abandonment flow by sending an SMS within 1-2 hours after cart abandonment.

• After the SMS, send a follow-up email that provides more details, such as the dynamic product block, customer reviews, and other Reasons To Buy (RTB). Emails are better suited for rich content, giving customers a deeper understanding of the product.

2. USA-Specific Compliance:

• Double Opt-In for Consent: when collecting phone numbers for SMS marketing, always use a double opt-in process. This means that after the customer enters their phone number, they must also confirm their consent to receive marketing texts, usually through a second confirmation message.

• Limit to One SMS per Abandonment Flow: Under U.S. laws, you are only allowed to send one SMS message per instance of cart abandonment. This reduces the risk of spamming your customers and ensures you stay compliant with the Telephone Consumer Protection Act (TCPA).

• Send SMS Within 48 Hours: SMS abandonment reminders should always be sent within 48 hours of cart abandonment to remain relevant and compliant with regulations. After this timeframe, the purchase intent decreases, and you may risk breaching compliance.

3. Customers vs. Non-Customers:

Split the SMS Flow Based on Customer Type:

Similar to email flows, your SMS abandonment flow should be split between existing customers and new/non-customers to personalise the messaging.

• For non-customers, offering a discount can be a powerful incentive to complete the purchase.

• For existing customers, focus on product recommendations and personalised messaging, highlighting the features and benefits of the product they abandoned, rather than relying on discounts.

How to Implement:

• Create a conditional split in your Klaviyo flow, with one path for non-customers where you offer a discount, and another path for customers where the focus is on product features, reviews, and recommendations.

• Example: Send non-customers a "10% off your first purchase" message, while customers might receive a personalised SMS suggesting complementary products.

Examples of SMS Abandonment Flows:

Source: Zend Coffee

Source: Run Gum

Source: J Skis

How To Setup SMS Abandonment Flows In Klaviyo:

Below is a simplified step-by-step guide for integrating SMS messages into an already existing email abandonment flow within Klaviyo. 

1. Navigate to the Flows Tab

• Log into your Klaviyo account and access the Flows section from the dashboard.

• Click on the Flows tab to view the available flows.

2. Identify the Relevant Flow

Locate the Abandoned Cart or Abandoned Checkout flow you want to enhance by adding SMS.

• Abandoned Cart: Triggered by the event Added to Cart.

• Abandoned Checkout: Triggered by the event Checkout Started.

If you're working with both SMS and email flows, ensure the cart abandonment and checkout abandonment triggers are set up correctly as they start the automation process.

Source: Email Uplers

3. Apply Flow Filters for Specific Purchases (Optional for Amazon Buy with Prime Customers)

For clients using Amazon Buy with Prime integrated with Klaviyo, you must exclude customers who have already made purchases through Buy with Prime to avoid sending incorrect messages.

Add the following filter within the flow:

• Placed Order (Buy with Prime) zero times since starting this flow.

This ensures that customers who’ve completed a purchase via Buy with Prime are not re-targeted unnecessarily.

Source: Klaviyo

4. Create Conditional Splits for SMS Eligibility

In the flow editor, add a Conditional Split after the initial time delay. This step will differentiate between customers who have opted in for SMS and those who haven’t.

• Note: The time delay must occur within 48 hours of the flow trigger for US-based recipients, as required by TCPA regulations.

Add the following condition:

• If someone cannot receive SMS marketing, exclude them from receiving SMS.

• Use the filter: A person cannot receive SMS marketing to define this condition.

This ensures that the flow continues for eligible recipients without disrupting the existing email flow.

5. Segment by Location: U.S. vs. Non-U.S. Recipients

For flows targeting both U.S. and non-U.S. customers, use a Conditional Split to segment based on location.

• U.S. recipients: Due to TCPA compliance, they can only receive one SMS per cart abandonment.

• Non-U.S. recipients: You can send up to two SMS messages in addition to email, as other countries have different regulations.

Create specific branches for U.S. and non-U.S. customers, ensuring the right messaging and timing are applied for each region.

6. Build the Flow Sequence

For U.S. customers, add a single SMS as the first touchpoint.

For non-U.S. customers, build a sequence with two SMS messages and one follow-up email:

1. First SMS: Sent 4 hours after abandonment.

2. Second SMS: Sent 2 days after the first, containing an incentive such as a discount.

3. Email: Sent as a final nudge, with personalised product recommendations and a “last chance” discount offer.

7. Add Conditional Splits for Customers vs. Non-Customers

After building the flow for location-based segmentation, create another Conditional Split to differentiate between customers and non-customers:

• Non-customers: Offer a discount or incentive to encourage them to complete their purchase.

• Customers: Focus on personalised recommendations rather than discounts to avoid devaluing the brand.

8. Add SMS Messages and Configure Dynamic Content

Click on the SMS card within the flow to begin editing the message content.

• In the Details Panel, click Edit to personalise the content using Klaviyo’s dynamic fields.

• Follow these guidelines to add dynamic elements:

1. Use {{item.name}} for personalised product names.

2. Include dynamic product images or product-in-action visuals (MMS) to capture attention.

Naming Conventions: Clearly name each SMS message:

• Example: "SMS Abandoned Cart #1" and "SMS Abandoned Cart #2 (Non-USA)."

Add time delays between the messages to prevent overwhelming the recipient.

9. Reconnect the SMS Flow with the Email Path

• Once you've added the required SMS messages and time delays, reconnect the SMS flow back to the main email sequence, ensuring that the messaging is cohesive and seamless across channels.

• The rejoined flow should maintain a logical progression, moving from SMS to email depending on engagement and location.

Personalisation Opportunities

Maximising revenue through personalisation is crucial. Below are key conditional splits you should create based on available data for each brand. These allow you to tailor messaging and increase conversion rates.

1. Value-Based Personalisation:

• Free Shipping Qualification:
  Customise SMS #1 to inform customers when they qualify for free shipping. For example, if the store offers free shipping on orders over $50, you can let customers know they've unlocked this benefit when their cart meets the requirement. This adds incentive to complete their purchase.

2. Product Collection Personalisation:

• Tailored SMS Copy Based on Collection:
  For stores with a large range of products, it’s essential to split by collection to provide relevant, personalised messaging. This helps tailor the SMS by highlighting the unique benefits of specific product collections, making the message more engaging and relevant to the customer.

3. Cart Size-Based Personalisation:

• Customised Discount/Offer Based on Cart Size:
  Conditional splits based on cart size can be very effective for promotions like Buy One Get One (BOGO) offers. For example, you can set the flow to apply BOGO offers to carts with three or more items. Split-testing this versus a standard discount helps identify which offer converts better.

Conclusion

SMS abandonment flows in Klaviyo are a highly effective tool for recovering lost sales, thanks to their high open rates and immediate engagement. By combining SMS and email, you can create a personalised, omnichannel strategy that caters to both customers and non-customers. 

Following compliance regulations, especially in the U.S., and optimising with personalised content, dynamic variables, and segmentation will maximise conversions and improve customer retention. Start implementing these strategies today to boost your e-commerce revenue.

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