4: How much do your customers hate paying for shipping? Some days it feels like every other message in your inbox is about free shipping, which can quickly leave customers desensitized to it. $ Most brands offer free shipping fairly regularly, which is probably why messages around shipping aren’t hugely effective for subject lines or push notifications. However, where you might see it having an impact is in your SMS marketing. Phrases related to shipping have a median 11.6% performance uplift for SMS messages, with “free delivery” and “next day” being especially impactful. What this might suggest is that What about convenience? to cut through with your shipping offers, you might need to try a different channel to grab For beauty retailer Sally Beauty, convenience customers’ attention. gets its customers clicking. “One of the major wins for us is convenience,” said Clara However, this won’t be the same for every Montiel, CRM Manager of Strategy at Sally brand. Brands with especially price-sensitive Beauty, “whether that’s buying online, picking customers may be more receptive to shipping up in store or same-day delivery.” messages, so there’s no need to stop using it entirely. Just make sure it’s one of many versions If free shipping isn’t resonating, why not of the marketing messages you’re sending out, experiment with kerbside pickup, store so you can test how well it’s working. pickup, or super-speedy shipping?