Tips for Effective Messaging in E-Commerce

What should we keep in mind when messaging customers in e-commerce? What should we consider when sending messages via SMS or WhatsApp?

What We Should Do More Of:

• Get legally compliant consent

• Use a conversational tone

• Keep messages simple

• Offer added value

• Use a clear CTA to drive action

• Include a link

• Be honest

• Respond promptly

• Address customers by name

• Track performance

• Mention business hours

• Keep the tone soft and friendly

• Have a messaging calendar in place

• Pull all messaging data from a single source (CRM, CDP, etc.)

• Use customer insights to inform strategy

• Be mindful of send times

• Study the customer journey

• Give customers the option to opt out if they wish

• Keep email and SMS/WhatsApp messaging integrated

• Have marketing and customer service work closely together

  
  

What We Should Avoid:

• Sending messages too frequently

• Using slang

• Forgetting to identify yourself/your brand

• Using links that look spammy

• Blocking a customer's ability to opt out