E-commerce
September 17, 2026
Are you wondering if SMS marketing has become indispensable for e-commerce brands? The answer is yes, and an informal study of 50 DTC brands confirms it. The adoption of SMS marketing is massive, particularly through tools like Klaviyo, and pop-ups remain an omnipresent email capture tool.
This trend raises questions about the best way to integrate these channels without harming the customer experience. The challenge is to find the right balance between acquisition and respect for privacy. Successful brands are those that use these channels thoughtfully, offering real added value to their customers.
So, has SMS marketing become indispensable for e-commerce brands? On the agenda:
Why are DTC brands massively adopting SMS marketing?
What is the role of pop-ups in the email capture strategy?
How do incentives influence sign-ups to your lists?
What is the role of welcome sequences in emailing?
How can Qstomy help you convert these new contacts?
Here we go.
Summary
Why are DTC brands massively adopting SMS marketing?
The study of 50 DTC brands shows that 80% of sites using Klaviyo ask for their visitors' mobile numbers. Across all the brands studied, 29 out of 50 seek to collect this precious asset. This is no coincidence: SMS marketing offers an open and engagement rate far superior to email.
Consumers receive dozens of emails a day, but far fewer SMS messages. Your message therefore has a better chance of being seen and read quickly. For an e-commerce store, this is an opportunity to stand out in a competitive landscape. Furthermore, SMS is perceived as more personal and more urgent, which encourages immediate action.
SMS is used for delivery notifications, promotional offers, abandoned cart reminders, and much more. It is a direct and personal channel that perfectly complements email marketing. By integrating SMS into your strategy, you create an additional touchpoint that strengthens the customer relationship and increases the chances of conversion.
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What is the role of pop-ups in the email capture strategy?
Despite consumer criticism, pop-ups are present on 38 of the 50 sites studied. Some appear immediately, others after scrolling. Sometimes they multiply across several screens, which can be perceived as intrusive. However, their effectiveness is well proven.
A well-designed pop-up with a relevant incentive can significantly increase your conversion rate. The goal is to capture the visitor's attention at the right moment without frustrating them. It is essential to choose the right trigger time, for example after a few seconds or when the user shows an intention to leave the page.
For a merchant, it is crucial to test different formats, timings, and messages. A/B testing is your best ally to find the formula that converts best without harming the user experience. By analyzing the data, you can refine your pop-ups to maximize their impact while respecting your visitors.
How do incentives influence sign-ups to your lists?
The study reveals that many brands offer an incentive in exchange for signing up for their newsletter. Out of the 50 brands, 25 offer a discount or an advantage. This is a proven technique for increasing the number of subscribers. The incentive can take several forms: a discount on the first order, a gift, or early access to a private sale.
The important thing is to choose an offer that has value for your target customer. For example, a cosmetics brand might offer a free sample, while a clothing brand might offer a 10% discount. The incentive must be attractive enough to convince the visitor to leave their email address or phone number.
However, this practice often attracts bargain hunters. It is therefore necessary to implement a nurturing strategy to transform these new contacts into loyal and profitable customers in the long term. By sending personalized and relevant emails, you can engage and gradually build their loyalty.
What is the role of welcome sequences in emailing?
A surprising finding of the study is the absence of welcome sequences for most brands. After signing up, the new subscriber often receives no welcome email. This is a missed opportunity to create an engaging first contact. Yet, a welcome sequence is essential.
It is the ideal time to introduce your brand, your values, and your flagship products. It is also the opportunity to deliver the promised incentive and guide the customer toward their first purchase. A good welcome sequence can include several emails: a first one to thank them and offer the discount, a second one to present the best-sellers, and a third one to share the brand's story.
Do not neglect this first email. It has the highest open rate of all your communication. A warm welcome can make the difference between a passive subscriber and a loyal customer. By investing in a well-crafted welcome sequence, you lay the foundation for a lasting and profitable relationship.
What are the key findings of the study on emailing tools?
The study shows an overwhelming dominance of Klaviyo among DTC brands. Out of the 50 sites analyzed, 31 use Klaviyo for their emailing. This is not surprising, as the tool is tightly integrated with Shopify, the most popular commerce platform. Other tools like MailChimp, Iterable, or custom-built solutions are less represented.
This highlights the importance of a tool that integrates perfectly with your technical stack and offers advanced segmentation and automation features. Klaviyo allows you to create complex workflows, track customer behaviors, and personalize every message. For a merchant, the choice of tool is strategic.
It must allow managing both email and SMS, creating complex customer journeys, and tracking the performance of each campaign. A good tool will save you time and improve the efficiency of your campaigns, resulting in a better return on investment.
How does SMS marketing compare to email marketing?
SMS marketing and email marketing are complementary, but their strengths differ. Email is ideal for sending long content, newsletters, and detailed information. SMS, on the other hand, excels at short, urgent messages. Quick response time is the main advantage of SMS.
A customer is more likely to read and respond to an SMS than to an email. It is the perfect channel for stock alerts, flash sales, or abandoned cart reminders. For example, an SMS reading "Your cart is waiting for you, enjoy a 10% discount" can prompt them to complete the purchase immediately.
Email remains the king of channels for nurturing and building a long-term relation. The best strategy is to use them together, depending on the goal of each campaign. By combining both, you maximize your chances of reaching the customer at the right time, with the right message.
Why has collecting mobile numbers become a priority?
Collecting mobile numbers has become a priority for DTC brands. The study shows that 29 out of 50 brands seek to obtain this number, often via a pop-up. This is a strong indicator of the importance of the SMS channel. The mobile number is a unique and personal identifier.
It allows brands to reach the customer directly on their phone, a device they check an average of more than 50 times a day. It is a much more direct channel than email. However, this collection must be done in compliance with privacy regulations. It is imperative to obtain explicit consent and to offer a simple way to unsubscribe.
By respecting these rules, you build a relationship of trust with your customers. They will be more inclined to share their information if they know you are using it responsibly. Transparency is key to a successful SMS strategy.
What are the best practices for using pop-ups effectively?
To use pop-ups effectively, you should avoid displaying them as soon as a visitor arrives on the site. Waiting a few seconds or until a certain level of scrolling is reached is more respectful. Offering a clear and attractive incentive is also essential. For example, "10% off your first order" is more effective than a simple "Sign up".
It is also important not to multiply pop-ups on the same page. The study shows that some sites display up to four, which can be very annoying. A single, well-designed pop-up is more effective. Finally, remember to segment your pop-ups.
A first-time visitor does not have the same needs as a loyal customer. Adapt your message and offer accordingly. For example, for a loyal customer, offer early access to a private sale rather than a discount. Personalization increases the effectiveness of your pop-ups.
How to integrate SMS marketing into your e-commerce strategy?
Integrating SMS marketing into your e-commerce strategy begins with choosing the right tool. Klaviyo is a popular option, but other solutions exist. The important thing is to choose a tool that integrates with your e-commerce platform. Next, define your goals.
Do you want to increase sales, reduce cart abandonment, or improve customer relations? Each goal will require specific SMS campaigns. For example, to reduce cart abandonment, you can send a reminder SMS with a promo code. To improve customer relations, send thank-you messages after a purchase.
Finally, think about segmentation. Send personalized messages based on purchasing behavior, preferences, and browsing history. A relevant SMS is an SMS that converts. By segmenting your audience, you increase the relevance of your messages and therefore their effectiveness.
What are the pitfalls to avoid with SMS marketing?
The first pitfall is sending too many messages. SMS is an intrusive channel, and sending too many can lead to massive unsubscribes. You must therefore be measured and only send messages with high added value. The second pitfall is neglecting consent.
Sending SMS without explicit authorization is not only illegal, but also highly detrimental to your brand image. Ensure you have a legal basis for every contact. Finally, do not treat SMS as just another sales channel.
Also use it for customer service, delivery notifications, and thank-you messages. This is an excellent way to strengthen the customer relationship. By diversifying its uses, you show your customers that you care about them, which increases their loyalty.
How does Qstomy help convert SMS and email contacts?
Qstomy, as a Shopify AI agent, helps convert contacts from your SMS and email campaigns. Thanks to its recommendation and upsell features, it guides the customer toward a purchase from the moment they arrive on your site. The agent can also manage abandoned carts by follow-up with the customer through personalized channels.
It is capable of answering questions about order tracking and managing customer service requests, thus freeing up your time for more strategic tasks. By automating these interactions, Qstomy improves the customer experience and increases the conversion rate of your campaigns.
It is a valuable ally for maximizing the return on investment of your marketing strategy. By integrating Qstomy, you offer your customers instant and personalized assistance, which encourages them to finalize their purchases and return to your store.
What checklist to use before launching your SMS and email campaigns?
Before launching your campaigns, check that you have clearly defined your goals and your audience. Make sure you have a tool that manages both email and SMS, and that integrates with your e-commerce platform. Test different messages and sending times to optimize your performance.
In brief
SMS marketing is a powerful channel, but it must be used sparingly. Pop-ups remain effective for capturing emails, provided they are well-designed. Welcome sequences are an opportunity not to be missed.
FAQ
What is the best time to send an SMS? Ideally, outside of working hours, but this depends on your audience. Test different time slots.
Should SMS be used for customer service? Yes, it is an excellent channel for delivery notifications and quick responses.
How to avoid unsubscribes? By sending relevant messages and providing a clear opt-out link.
To go further: Integrating customer service answers into an e-commerce SEO strategy useful to customers - Qstomy, How does SEO work for e-commerce sites? - Qstomy, SEO for e-commerce sites: strategies that really work - Qstomy, How to create a payment gateway for an e-commerce site? - Qstomy, How to drive traffic to an online store (SEO, ads, social media)? - Qstomy, Why use social media for e-commerce customer service? - Qstomy, AI Chatbot vs live chat: which one to choose for an e-commerce store? - Qstomy.
Enzo
September 17, 2026
