finsilabs/cart-recovery-sms

Cart Recovery SMS

Overview

SMS cart abandonment recovery consistently achieves 20–35% recovery rates — typically 3–5× higher than email — because text messages are read within 3 minutes of delivery for 90% of recipients. The key is a properly timed sequence (not spam), deep personalization using cart contents, and bulletproof TCPA/GDPR compliance. Most merchants should use a dedicated SMS app rather than building custom infrastructure.

Note: For multi-channel cart recovery (email + SMS + push), see @cart-abandonment-recovery. This skill focuses on SMS-only recovery.

When to Use This Skill

• When email-only cart recovery sequences plateau below a 10% recovery rate
• When launching SMS as a new marketing channel and cart recovery is the highest-ROI starting point
• When re-platforming to a new SMS provider and need to rebuild flows
• When A/B testing recovery channels to find the optimal message mix

Core Instructions

Step 1: Choose the right SMS platform

| Platform | Recommended Tool | Why | |----------|-----------------|-----| | Shopify | Postscript or Attentive | Deep Shopify integration, automatic cart event capture, built-in TCPA compliance, Shopify checkout opt-in widget | | WooCommerce | SMSBump (by Yotpo) or Klaviyo SMS | WooCommerce plugin available, hooks into WooCommerce cart events automatically | | BigCommerce | Attentive or Klaviyo SMS | Native BigCommerce integrations, automatic event tracking | | Custom / Headless | Klaviyo SMS (via API) or Twilio + custom logic | Klaviyo handles compliance and sequencing via API; Twilio for full custom control |

Step 2: Set up SMS opt-in (compliance first)

TCPA (US) requires express written consent before sending marketing SMS. Build this before any send logic.

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Shopify

Using Postscript:

1. Install Postscript from the Shopify App Store
2. Go to Postscript → Opt-in Tools → Checkout Opt-in
3. Postscript automatically adds a compliant SMS opt-in checkbox to your Shopify checkout with the required TCPA disclosure text
4. Enable Keyword Opt-in under Opt-in Tools → Keywords — customers can text your keyword to subscribe
5. Postscript handles STOP/HELP responses, quiet hours, and consent storage automatically

Using Attentive:

1. Install Attentive from the Shopify App Store
2. Attentive's two-tap mobile opt-in (sign-up units) achieves higher opt-in rates than checkbox-only
3. Go to Attentive → Subscribers → Sign-up Units to configure placement and offer
4. Checkout integration is automatic after app install

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WooCommerce

Using SMSBump:

1. Install SMSBump plugin from WordPress plugin directory
2. Go to SMSBump → Opt-in → Checkout Opt-in and enable the checkout checkbox with TCPA language
3. Configure quiet hours under SMSBump → Settings → Compliance — enforce 8am–9pm in recipient timezone
4. Go to SMSBump → Automations → Cart Abandonment and enable the abandonment flow

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BigCommerce

1. Install Attentive from the BigCommerce App Marketplace
2. Configure the two-tap opt-in unit and checkout SMS opt-in through the Attentive dashboard
3. BigCommerce cart events sync automatically after installation

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Step 3: Build the cart recovery sequence

Use your SMS platform's automation builder. The optimal 3-message sequence:

Message 1 — Reminder (20–30 minutes after abandonment)

• No discount — most recoveries happen here without one
• Include the product name and a direct checkout link
• Example: "Hi [First Name], you left [Product Name] in your cart. Complete your order: [link] Reply STOP to opt out."

Message 2 — Social proof or urgency (60 minutes)

• Reference low stock or popularity
• Example: "[Product Name] is almost gone — only 3 left. Your cart is saved: [link] Reply STOP to opt out."

Message 3 — Discount (24 hours)

• Only for carts above your minimum threshold (recommend $50+)
• Use a unique single-use code
• Example: "Last chance, [First Name]! Use [CODE] for 10% off before your cart expires. Checkout: [link] Reply STOP to opt out."

Configuration in Postscript:

1. Go to Postscript → Automations → New Automation → Checkout Abandoned
2. Add three messages with the timing above
3. Add a filter on each step: "Has NOT placed an order since starting" — this auto-cancels on conversion
4. For the discount message: use Postscript's built-in unique coupon generation (connects to Shopify's discount system)
5. Set a cart value filter: only send the discount step for carts over $50

Configuration in SMSBump (WooCommerce):

1. Go to SMSBump → Automations → Cart Abandonment
2. Enable the three-step sequence with the same timing
3. Add "Order Not Placed" condition to each step
4. Connect WooCommerce coupon generation for the discount step

Step 4: Configure cart value thresholds and discount strategy

1. Set a minimum cart value ($30–$50) for SMS recovery — low-value carts have negative ROI after SMS cost
2. Reserve discounts for the last message only — offering discounts too early trains customers to abandon on purpose
3. Use single-use codes — prevents sharing and controls attribution
4. Segment by customer value: new customers get 10% off; repeat customers get free shipping only; VIP customers (5+ orders) get no discount

Step 5: Measure performance

| Metric | Target | How to Find | |--------|--------|-------------| | Recovery rate | 15–25% of abandoned carts | SMS app → Automation analytics | | Click-through rate | 25–40% of delivered messages | SMS app → Message analytics | | Opt-out rate per step | < 3% | SMS app → Subscriber analytics | | Deliverability rate | > 95% | SMS app → Deliverability report |

Best Practices

• Capture phone number before payment — on Shopify, Postscript captures the phone number at checkout step 1 so you can recover even if the customer never completes payment
• Enforce quiet hours — Postscript, Attentive, and SMSBump all enforce this automatically; verify it is enabled in settings (8am–9pm recipient local time)
• Keep messages under 160 characters — longer messages split into multiple SMS and increase cost
• Always include STOP opt-out — required by TCPA; all major SMS apps include this automatically
• Set a 7-day suppression after a completed sequence — if a customer abandons again right after a recovery sequence, give them space

Common Pitfalls

| Problem | Solution | |---------|----------| | SMS sent after order placed | Ensure each message step has "Order Not Placed" condition enabled in your automation | | Anonymous cart abandonment not captured | Postscript and Attentive capture phone at checkout step 1; enable this in your checkout settings | | Customers learn to abandon for discounts | Never discount on messages 1 or 2; skip discounts for repeat customers | | Carrier filtering (messages not delivered) | Avoid all-caps, free link shorteners, and excessive punctuation; use your platform's verified sending number | | High opt-out rate after first message | Message is too aggressive or cart value threshold is too low; raise the threshold and soften copy | | TCPA lawsuit exposure | Use your SMS platform's built-in compliance tools; never import phone numbers without proof of explicit consent |

Related Skills

• @cart-abandonment-recovery
• @sms-marketing
• @email-marketing-automation
• @lifecycle-marketing-automation
• @win-back-reactivation