The holidays are a hectic and highly lucrative time for retailers. Despite the short holiday shopping window between Thanksgiving and Christmas, brands are well prepared to exceed customers’ expectations and meet their needs with deep discounts and early-bird sales.
With the average holiday shopper expected to spend over $900 this year, businesses must find a way to get the word out about their sales. With eight times higher engagement rates than email marketing, SMS effectively engages consumers at scale. Retailers can also automate their SMS marketing processes with HubSpot workflows to save time during the holiday hubbub.
Want to save more time while engaging more customers this holiday season? After integrating HubSpot with your eCommerce platform, use our step-by-step guide to create a successful SMS campaign workflow.
What Is a HubSpot SMS Workflow?
An SMS marketing workflow is a sequence of automated actions or steps within HubSpot to send targeted text messages to contacts based on specific triggers, conditions, and goals. These workflows allow brands to interact with holiday shoppers in a timely, personalized, and automated manner.
Some of the top benefits of using HubSpot SMS workflows include:
- SMS has higher click-through rates than other digital channels
- 60% of customers read SMS messages within one to five minutes of receiving them
- 75% of customers want to receive offers via SMS
- Workflows automate tedious marketing processes, saving time and increasing productivity
- Automation reduces human errors and improves accuracy
10 Steps for Creating an SMS Workflow on HubSpot
Before we start, please ensure your HubSpot CRM is integrated with an eCommerce platform.
1. Audience Segmentation
Customers crave personalization, and over two-thirds are more likely to buy from a brand that offers personalized experiences. Use data in your HubSpot CRM to segment your target audience by demographics, shopping behavior, purchase history, and preferences. This ensures you send hyper-tailored messaging that resonates deeply with holiday shoppers.
Steps in HubSpot:
- Segment contacts into groups, such as returning customers, first-time buyers, or cart abandoners.
- Use filters like past holiday purchases, frequency of purchases, and average order value to personalize engagement.
2. Launch the Campaign with a Teaser SMS (2 Weeks Before Sale)
Teaser campaigns are an effective way to build anticipation and maximize engagement. Two weeks before the launch date of your sale, send subscribers a teaser text to pique their interest.
Steps in HubSpot:
- Create an SMS workflow triggered by customer segments.
- Schedule the message to go out two weeks before the start of your holiday sale.
3. Early Access for VIPs (1 Week Before Sale)
Over 71% of customers believe loyalty programs are a significant part of their experience. Reward your repeat shoppers with VIP access to your holiday sale. This entices loyal customers to buy and makes them feel appreciated, increasing retention.
Steps in HubSpot:
- Add a conditional trigger in the workflow to send the message only to VIPs.
- Schedule this message to go out one week before the main sale launch.
4. Official Sale Announcement (Sale Day)
Let customers know your holiday sale has kicked off with a text alert. With 98% open rates, SMS guarantees more shoppers will know your sale is live.
Steps in HubSpot:
- Create a workflow step to send this SMS to all holiday campaign segments.
- Set it to trigger on the first day of your holiday sale.
5. Cart Abandonment Reminder (24 Hours After Abandonment)
Abandoned carts cost eCommerce brands $18 billion annually. The good news is that three-fourths of customers will return to their abandoned carts after receiving an SMS reminder.
Steps in HubSpot:
- Set up a cart abandonment workflow triggered 24 hours after a cart is abandoned.
- Send a follow-up SMS to remind customers to finalize their purchases.
6. Limited-Time Offer Reminder (Mid-Sale)
Most holiday sales campaigns will eventually plateau. Creating a sense of urgency with a flash sale prompts consumers to take advantage of the limited-time offer and turbocharges your campaign.
Steps in HubSpot:
- Schedule this SMS for the middle of the sale.
- Apply a conditional trigger for customers who haven’t purchased during your campaign.
7. Final Day Sale Reminder (24 Hours Before Sale Ends)
Most last-minute holiday shoppers use their phones to score the best deals within the final seconds. Encourage these procrastinators to take action with an SMS reminder that the sale is about to end.
Steps in HubSpot:
- Schedule a final reminder SMS 24 hours before the end of the sale.
- Apply conditional triggers to send it only to those who haven’t purchased yet.
8. Post-Purchase Thank You Message (After Sale)
A memorable post-purchase experience can increase loyalty and retention. After your sale ends, send customers a friendly text expressing gratitude for their business.
Steps in HubSpot:
- Add a workflow step triggered after a customer completes a purchase.
- If available, personalize the message with the customer’s name and order information.
9. Request for Feedback (1 Week After Delivery)
SMS customer satisfaction surveys build rapport with consumers and reveal opportunities for improvement. You can use their feedback to enhance next year’s holiday sales campaign.
Steps in HubSpot:
- Set up a delayed trigger to send this SMS one week after order delivery.
- Include a link to a short feedback form.
10. Follow-Up for Loyalty Program Enrollment (Post-Sale)
A week or two after your holiday sale ends, send customers a text asking them to join your SMS loyalty program. This can turn one-time buyers into brand ambassadors.
Steps in HubSpot:
- Create a final workflow trigger to send the SMS a few days after the sale ends.
- Target recent holiday shoppers who aren’t yet enrolled in your loyalty program.
Master SMS Holiday Sales Campaigns with Mitto’s HubSpot Integrations
Mitto’s HubSpot integration allows users to elevate their marketing campaigns with SMS and save time with automation. You can start engaging customers with personalized, two-way conversations in just a few simple steps.
Don’t use HubSpot? We also offer SMS and Viber API integrations for Salesforce Marketing Cloud and Oracle Responsys.
Contact Mitto today to learn more.
