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- Where to add SMS into your automations
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Most e-commerce brands either overuse SMS or never touch it.
It’s expensive. It’s misunderstood.
But when you add it to the right places, you get a nice chunk of change on the back end.
Here’s exactly where I would (and wouldn’t) use SMS in your Klaviyo flows — based on what I build for 7-figure brands:
1. Welcome Series (but separate it)
Don’t jam email and SMS into the same pop-up. It tanks your conversion rate.
Instead, trigger a second SMS-specific welcome flow when someone subscribes via your SMS-only form.
Give them the discount code via text, and only during reasonable hours (I use 11am–8pm), assuming you are running an offer for SMS subscription separate from the email welcome.
2. Abandoned Cart & Checkout Flows
Don’t replace your emails add SMS on top.
Use a conditional split: “Can receive SMS marketing?”
If yes: send a message that reminds them what they left behind + their code (if they have never bought from you in the past.
Then send the usual email follow-ups underneath.
Never do one or the other if you can, and if the person has subscribed to both email and SMS. Do both.
3. Post-Purchase Thank You
Add a plain-text “Thanks for your first order” email from the founder.
Delay it by 20 minutes to avoid clashing with Shopify’s confirmation email.
Then layer in a short SMS:
“Hey, it’s John from XYZ, thanks so much for your order. Shipping it out now.” Feel free to add SMS throughout the fulfilment process.
4. Winback Flow
If they haven’t ordered in a while, SMS is perfect to nudge them back.
Split by how many orders they’ve placed. If they’ve only ordered once, offer a discount via SMS.
Schedule it outside of quiet hours.
Follow up with an email reminder.
5. Don’t bother with Browse Abandon or Fulfilled Flows
Too lightweight. Not worth the SMS cost.
If you're cross-selling, do it via email.
So when do you send SMS campaigns?
Only 3 reasons:
Sales
Product Restocks
Product Releases
That’s it.
You’re not going to educate customers over SMS. You’re going to convert them.
Use it accordingly.
Want me to audit your flows or set this up for you?
Hit reply.
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Resources to help with your email marketing
Check out some of the guides I put together:
Master outline of every flow of an e-commerce business needs: click here
ChatGPT prompts for 6 automations: click here
Editable design files that you can copy and paste for your own business/agency: click here
Make more profit with your next email sale: click here
My strategy for making money as a consultant: click here
639 different swipe files for email and sign-up forms: click here