For businesses, summer is more than just a change in the weather. It’s a shift in consumer behavior. People spend more time outdoors and less time online, resulting in a decline in sales. Nearly two-thirds of brands experience it, with a reported drop in sales of 20% or more.
To drive more profits, your marketing strategy needs to adapt to customers’ shifting seasonal shopping behaviors.
With 98% open rates and real-time engagement capabilities, SMS marketing is an ideal way to connect with consumers during the busy summer season.
However, to achieve optimal results, you must align your strategy with the customer journey and the unique dynamics of the summer months.
Here’s how to leverage an SMS marketing funnel and seasonal tactics to drive engagement and boost summer sales.
Understanding Summer Seasonality in Marketing
Summer is a time of spontaneity. Consumers are more likely to act on impulse, whether it’s booking a weekend getaway or splurging on a session at the spa. It’s also a time when attention spans are short. The weather is lovely, the kids are off from school, and countless people are making the most of their PTO.
This means that many of us are spending less time shopping online. Traditional channels, such as email, may lose some of their impact as audiences increasingly unplug and spend more time away from their screens.
That’s where SMS excels.
It provides a direct, unintrusive way to stay connected with customers wherever they are—at the beach, on vacation, or simply enjoying the sunshine.
However, to maximize the impact of their summer marketing efforts, businesses must orchestrate seamless, personalized campaigns that span the entire customer journey, utilizing SMS funnels.
What Is an SMS Funnel?
An SMS funnel is a structured succession of promotional texts that guide prospective customers through the buying cycle, from awareness and consideration to retention and advocacy.
While no two mobile marketing funnels look the same, the process generally begins when customers opt in to receive texts from a brand. This stage is known as top-of-funnel marketing.
As they move through the different stages of the buyer’s journey, customers will move from the top to the middle to the bottom of the funnel.
Picture a traditional kitchen funnel. The top part is wider than the bottom, with more room for potential customers. As prospects make their way down the funnel, many may churn. Only a small percentage will convert, which are the customers who reach the narrow bottom.
Building an SMS Summer Marketing Funnel: From Awareness to Retention
Now that you understand what an SMS marketing funnel is, it’s time to create your own.
Awareness: Heat Up Interest with New Summer Product Promotions
The top of your funnel is all about building awareness and generating excitement. Despite being on the go, many consumers are actively seeking new experiences, trends, and products to complement their seasonal lifestyle.
Tactics to Try
Launch Announcements via SMS: Introduce your new summer collection or seasonal products with a short, punchy text message. Include a link to browse or shop directly.
Geo-targeted Campaigns: Segment your subscribers to promote in-store events or regional promotions tied to local weather or holidays.
Teaser Campaigns: Build anticipation by sending early-access links or countdown messages leading up to a summer launch.
By using SMS to create buzz early, you can establish top-of-mind awareness before your competitors even begin their summer campaigns.
Consideration: Drive Interest with Time-Sensitive Offers
Once you’ve captured attention, the next step is nurturing interest. In the consideration phase, your goal is to give consumers a compelling reason to engage further, whether that’s exploring your site, signing up for a newsletter, or adding items to their cart.
Tactics to Try
Limited-Time Discounts: Encourage quick decisions with exclusive SMS-only offers.
Flash Sales During Holidays: Leverage long weekends, such as Independence Day or Labor Day, with themed promotions.
Social Proof and Testimonials: Share a customer quote or stat via SMS to build trust.
Over 10,000 happy hikers love our breathable trail shoes. Try yours risk-free! [Link]
Urgency and relevance are critical in this phase. By tailoring your message to the moment, you keep potential customers moving through the funnel.
Conversion: Seal the Deal with Personalized SMS Nudges
Consumers are on the brink of making a decision, but distractions are everywhere, especially in the summer. SMS can be your closer, especially when personalized and timed right.
Tactics to Try
Abandoned Cart Reminders with Promo Codes: Send a timely reminder to complete the purchase with a unique incentive. Three-fourths of shoppers will return to their abandoned carts if sent an SMS reminder.
Last-Minute Vacation Deals: If you’re in the travel or hospitality industry, a timely SMS can convert interest into a booking.
Back-in-Stock Alerts: For popular summer items that sold out, notify users when they’re available again.
Mitto’s integrations with leading CRM systems, such as Salesforce and HubSpot, enable brands to automate these messages with precision, delivering the right nudge to the right recipient at just the right time.
Retention: Keep It Cool with Loyalty and Engagement Campaigns
Once the sale is made, your job isn’t done. Retaining customers is key to long-term growth, especially when they’re already engaged and in the summer mindset.
Tactics to Try
Exclusive Loyalty Rewards: Send SMS loyalty program invites to repeat customers for early access or bonus point events.
Re-Engagement Campaigns: Reconnect with inactive customers through friendly check-ins or “We Miss You” incentives.
Summer Challenges or Contests: Use SMS to launch interactive campaigns that encourage repeat visits.
The key to effective retention is ongoing value. SMS lets you stay present in your customers’ lives without overwhelming them.
Best Practices for Summer SMS Campaigns
To make the most of your SMS strategy this summer, follow these essential best practices:
- Keep It Short and Sweet: Summer attention spans are short—your messages should be too.
- Use Emojis Strategically: Emojis add personality, but overuse can be perceived as spammy. Keep it relevant.
- Time It Right: Schedule messages for late mornings or early evenings, when people are most likely to check their phones.
- Always Include a CTA: Tell your audience exactly what to do next, whether that’s clicking, shopping, replying, or engaging.
- Test and Optimize: Utilize A/B testing to determine the optimal timing, copy, and offers for maximum effectiveness.
Mitto’s Campaigns platform makes it easy to design, send, and analyze SMS campaigns, ensuring your summer strategy is as smart as it is seasonal.
Maximize Your SMS Summer Marketing Funnel with Mitto
Summer is full of opportunities for brands that know how to adapt their marketing to the season. With SMS, you can meet your customers where they are—literally and figuratively—by delivering timely, personalized, and actionable messages throughout their journey.
Whether you’re building awareness with a hot new product launch, nudging abandoned carts toward conversion, or strengthening loyalty with exclusive rewards, Mitto’s communication tools ensure every message hits the mark.
Don’t let summer pass you by. Turn up the heat on your SMS marketing funnel and make this season your most successful yet.
Reach out to us today to get started.
