What Are Core Web Vitals? Analysing Google’s Page Experience Update

In this piece we’ll be talking about Google’s latest announcement that page experience will become part of its ranking algorithm next year, further blurring the line of separation between SEO and UX.

It has identified several key webpage elements that affect users and impact their experience on a website – grouping them under the term ‘core web vitals’.

So what are Core Web Vitals?

Core web vitals are metrics that identify whether a webpage delivers a good overall experience for users. The main indicators are:

  • Largest Contentful Paint (LCP)
  • First Input Delay (FID)
  • Cumulative Layout Shift (CLS)

What is Largest Contentful Paint?

Largest Contentful Paint refers to loading times of a webpage through the user’s interface. In order to provide a good experience, websites should load the main content of the webpage within 2.5 seconds. If it takes longer than this to render, Google considers this a poor user experience.

What is First Input Delay?

FID relates to the lag between a user’s request i.e. opening a page, and the website’s response. This should be less than 100 milliseconds in order to provide a good experience.

What is Cumulative Layout Shift?

CLS measures the movement of elements on the page when the page is loading and aims to combat content jumping as a page renders in the browser. A good score is below 0.1 – which is generated from a number of calculations.

The following graphic highlights how your score will compare with Google’s benchmarks for Core Web Vitals:

How can I measure Core Web Vitals?

You can measure the Core Web Vitals of your own webpages using the following tools:

  • Search Console
  • PageSpeed Insights
  • Lighthouse
  • Chrome DevTools
  • Chrome UX Report
  • Web Vitals Extension

See the image below to find out which tool measures each metric:

How can I improve Core Web Vitals?

With the help of a developer, there are a number of changes that you can make to improve these scores and thus, improve the experience for users.

Core Web Vitals are often influenced by some of the following factors:

  • Size of assets needed to render
  • Number of requests a page needs to load
  • Server speed
  • Type of resources being loaded
  • Your web platform

But before deciding you’re going to need a brand new website, maybe look at the following fixes:

  • Optimise critical rendering: Reduce the number of critical resources needed to render the page. If they can’t be removed, try running them asynchronously.
  • Lazy Loading: Load visible, above the fold images first, then load others when needed. There are extensions available to help with this.
  • Enable browser caching: Cached resources mean that once a resource has been downloaded, the browser doesn’t need to make additional requests to the server to get it again.
  • Use a CDN: Short for content delivery network, a CDN caches your website data in numerous data centres, so that it can be delivered from somewhere closer to where the user is accessing it from.


Improving core web vitals won’t be a quick fix – which is part of the reason Google has given website owners at least 6 months before they start rolling it out as a ranking factor in their core algorithm. 

But by starting to make changes now, your website will not only benefit from the long term search engine changes, but it will be more user friendly for customers on your website. Having a modern (often mobile) experience will help show new visitors that your site can be trusted and is easy to use.

For help improving your website’s core web vitals, or any other eCommerce project you have, feel free to contact one of our consultants to find out more at [email protected].

For help improving your website’s core web vitals, or any other eCommerce project you have, feel free to contact one of our consultants to find out more.

How to Stay Socially Connected During Lockdown

Over the past few months, we’ve seen a huge shift in how we socialise and communicate, with lockdown restrictions meaning we can’t see people as frequently as we normally would do. Office life has transitioned to working from home and we’re all making the most of video calls and technology to keep us connected. For many people, getting used to new technology has been a challenge, but with so many great options out there, we can still feel close and connected no matter how far apart.


Here at AYKO, we’ve been using Zoom for a long time and it’s something we’ve continued to make the most of throughout lockdown. Zoom is ideal for hosting meetings; department catch-ups and even the AYKO pub quiz. With such a large team, it’s important for us to be able to have everyone in one place and Zoom is perfect for that, not only can we speak to each other but we can video chat too, which makes it much easier to feel connected and keep the team spirit high. You can access Zoom on iOS, Android, Mac and Windows.


You can also customise your Zoom background to make things a little more fun with some of the great templates available on Canva!


Google Hangouts

For those looking to partake in smaller video calls, Google Hangouts is a great option. Whilst Hangouts allows up to 150 people in a chat, you can only have 25 people in one call, making it ideal for those wanting to host smaller meetings or simply catch up with friends and family. If you simply want to make calls and have video chats, Google Hangouts is completely free, which is a bonus for many. Google has recently added its Hangouts tab to Gmail too, making it much easier to click through and chat straight from your inbox.




Another great way to stay connected within your team is through Slack. Not only does Slack provide you with a great place to have internal conversations but you can also make the most of their video conferencing tool. Slack enables you to share information quickly and easily, catch up with the rest of your team and collaborate from anywhere. You also have a screen share option, to help you work closely with other members of your team.



Microsoft Teams

Encouraging people to work together no matter where you are, Microsoft Teams is another great tool for keeping people connected and productive. With Microsoft Teams, you can ‘call from anywhere, chat from anywhere, collaborate from anywhere and meet from anywhere’ which is extremely beneficial when working from home. Not only does Microsoft Teams give you the ability to video call, but like the others mentioned above, you can have your own chats and message running to keep you in the loop with the rest of your team.



Facebook Messenger Rooms

Recently launched, Facebook Messenger Rooms is a new part to Facebook that allows you to video call up to 50 people at one time. You don’t have a time limit when using this tool and more importantly, you don’t even need a Facebook account in order to join a particular room. When using Facebook Messenger Rooms, you’ll have the option to share your screen and see how many people are included in the call. One thing to note is that this tool doesn’t come with a chat feature, as you have Facebook Messenger for that. This new tool from Facebook is perfect for those wanting to keep in touch and connected with friends and family, which we’re extremely grateful for during these difficult times.



AYKO at Home

How AYKO is Working From Home during the COVID-19 Pandemic

Over the last few weeks there has been a lot of change for everybody across the globe due to the Coronavirus pandemic, and it’s incredible to see how businesses and communities have come together to keep things running as smoothly and efficiently as possible. Here at AYKO the health and safety of our employees is a huge priority, and inline with the government’s guidelines to work from home where possible, the entire AYKO team have taken to their living rooms, dining rooms and bedrooms to create suitable working setups to continue their hard work from the safety of their homes. 

With our team now fully remote across the globe, we’ve found that the key amongst everything is communication. Keeping in touch with each other, even those you may not interact with on a daily basis is essential to keeping the morale and motivation of the agency alive. Here are a few of the things AYKO have been doing in order to maintain that strong team spirit: 

  • Daily team stand-ups via Zoom
  • A virtual version of the office breakout area on Slack
  • Introduction of the AYKO Arms; a virtual pub where employees can meet after work on a Friday for drinks via Zoom
  • Monthly agency huddle to update everyone on the goings on within AYKO

In addition, we’ve tried to keep all of our regular team meetings going, even if it means using Zoom.

AYKO Monthly Huddle

For many people, including the majority of the AYKO team, working from home is completely new and can sometimes be a challenge. It’s important to try and maintain a good routine in order to stay focused, motivated and positive and we’ve gathered some of our key tips on how you can win at working from home. 

  • Stick to a routine – wake up early as you would if you were travelling to the office. Give yourself plenty of time to get ready and make sure you get dressed. Make yourself some breakfast, grab a coffee and prepare for  your working day to begin
  • Turn on the video during calls. Even if it’s with a fellow colleague on your lunch hour, having that facetime can really help to keep you feeling positive and social
  • Listen to some relaxing music to help you focus and to drain out any distracting sounds from in and around the house 
  • Stay healthy! Try to maintain your healthy lifestyle by drinking plenty of water and eating food that makes you feel good inside and out
  • Take regular breaks to stand up, take your eyes off your screen and stretch out. We’ve found that Perkbox’s partnership with BOXX has been extremely useful during this time!
A few AYKO home setups!

We understand that this is a difficult time for everyone, but together we can keep ourselves and everyone around us safe by staying home and doing our bit. 

If you’d like a copy of our internal AYKO employees guide to help make working from home as productive, effective, innovative and collaborative as possible, get in touch with us at [email protected] today!

Friday night  fun at the AYKO Arms!

We hope you and your families are all safe and well, 

Team AYKO 

ayko will be at ecommerce show north 2020

AYKO Exhibits at eCommerce Show North 2020

With the largest eCommerce show in the North back for its 4th year in a row, we’re excited to announce that we’ll be returning to the eCommerce Show North 2020 as exhibitors with our partners, Magento

Aimed at bringing together the UK’s eCommerce community, the eCommerce Show North covers a busy two day schedule with a wide range of talks from industry leaders, as well as top-level keynotes and masterclasses. Made up of four key events, eCommerce Show North is part of the Digital City Festival along with Marketing Show North, Tech Show North and the newest addition to the lineup, the Media Zone.

To book some time with a member of our team, please send an email to [email protected] with a brief description of your website project.

If you’re an eCommerce Manager, Marketing Manager or Company Director, the eCommerce Show North poses a fantastic opportunity for you to network with a range of exhibitors, as well as arrange non-committal meetings in a friendly, relaxed environment and gain access to a huge selection of relevant content to help your eCommerce business grow.

Let’s Connect

If you’re thinking of attending this year’s eCommerce Show North, we’ll be exhibiting throughout both days and you can find us at stand 186.

The AYKO team will be on hand to provide essential information as a full service eCommerce agency, covering each of our key services including Design, Development, Performance Marketing and CROative. Looking to revamp your eCommerce strategy, build your business online and grow your eCommerce business to its full potential? Come and have a chat with the team who’ll be available on the stand. 

  • James Hyett – Co-founder
  • Steven Morris – Co-founder
  • Jamie Jackson – CEO 
  • Alex Gregory – Organic Search Specialist
  • Rhys Jones – Paid Account Manager

eCommerce Show North

Date: 11-12th March, 2020

Time: 9am-5pm

Where: Manchester, UK

Stand: 186

For more information or to book a meeting, please email [email protected] and one of our team will happily help.

Want help with your SEO strategy? We’re offering free SEO audit to help retailers identify opportunities to drive organic traffic to their website. Apply for your free SEO audit today.

How to Effectively Use Emojis in Your Marketing

Face with tears of joy, see no evil monkey, pulling tongue face… how did we ever convey our emotions before the use of emojis? Emojis can translate our emotions effortlessly when we’re texting or DM’ing our friends, but does this mean we should incorporate them into our brand’s marketing efforts?

Before incorporating emojis into your marketing strategy, first, identify whether they’re appropriate for your brand and audiences. For instance, a fast-fashion brand may use emojis to be conversational and relatable with a young audience. In contrast, a luxury homeware brand may limit the use of emojis in order to be perceived as premium or aspirational. Emojis can add a visual element and a splash of personality to your content and social posts, and when used correctly, can encourage user engagement. According to Econsultancy, including an emoji in a tweet can increase engagement by 25%, while using them in a Facebook post can increase likes by 57% and comments and shares by 33%.

The Emoji Rule Book:

  • Always pair emojis with related text to support the message. 
  • The best placement for emojis is at the start or/and end of a sentence.
  • Don’t overuse emojis and spam content with them for the sake of it. 
  • Make sure the emojis have relevant meanings (visit Emojipedia to double-check each definition). 
  • Utilise social intelligence tools to choose emojis that are popular amongst your target audience
  • Encourage interactions with emojis, i.e. ‘Like this post if you agree! 👍’
  • Only use emojis when appropriate. If you’re talking about a serious topic, you may want to avoid going down the emoji route. 
  • Add impact to sales or announcements with attention-grabbing emojis, i.e. ‘📣🚨 Flash sale live tonight. 🔥’

So, we’ve established that emojis can be a valuable marketing tool if used in the right context to the right audience. Emojis are a simple way to add personality, colour and a visual element to your communications. While they can’t necessarily replace words, they can enforce the meaning of your message and give it the extra oomph needed to excite, persuade, or intrigue your audiences. 

Want to know whether you should include emojis in your marketing campaigns? It’s a thumbs up from AYKO. 👍

Want to increase engagement via email and social? Our Performance Marketing team can assist with all aspects of your outbound marketing strategy.

Overarching Website Design Trends for 2020

If you’re wondering how your website design stacks up, start by asking yourself the following questions: 

  • Is information across your site clear and easily consumable?
  • Is the design universal, so that it does not exclude any users?

Just because a website is usable, does not mean customers will use it. Web design in 2020 is much more than usability, from accessibility to user engagement, our Creative team explore the web design trends to focus on when it comes to your eCommerce website.

Design to Promote Trust

In recent years, consumers have become more in tune with identifying false information and brands have at last realised the importance of customer trust as a purchasing decision. As a result, companies are making changes to their policies and in some instances, the design of their website. 

Major social media platforms have introduced policies and new designs to help users better identify and judge false information and sponsored content, but how does this translate in website design?

AYKO Creative Team Suggest:

  • Clearly label your types of content, i.e. organic and paid-for content so readers can make a better judgement.
  • Make content sources and authors (including their credentials) more obvious so readers can evaluate its credibility.
  • Use related content to add context to content, especially for opinion pieces.

Consider Accessibility for All Users

We’ve touched on this topic before in our recent post ‘Colour Compliance and Accessibility on the Web’, but considering accessibility for all users, regardless of their abilities, is crucial. 

Ensuring the design of your site is as inclusive as possible will prevent valued customers from encountering difficulties which might otherwise stop them from achieving their goals. You’ll need to consider many factors which affect accessibility, including colour compliance, font size, alt text and HTML elements. 

AYKO Creative Team Suggest:

  • Weave accessibility checks into every step of the project, not just at the end of the process to ensure all designers own their responsibility and time is not wasted amending signed off designs.
  • Finally, check your design project against Vox’s Accessibility Guidelines checklist to see what you score.

Design Without Bias

As designers, we relentlessly aim to consider other views through user research, A/B testing, heat mapping, and so on. Still, as humans, we’re subject to our unconscious assumption that what works for us will work for everyone else.

Inclusivity is more than accounting for disabilities; it’s also about accounting for the difference in people’s interests, upbringings, viewpoints, and so on. To design without bias, designers must study intended audiences in-depth and bear their audience in mind throughout the design process.

AYKO Creative Team Suggest:

  • Always work with the constraints of a framework or design system to avoid going off track and our biases leading the way.
  • Complete in-depth user research considering cognitive habits, viewpoints and identities, and lean on this to consciously limit biases. 

While there are many new web design trends, techniques, tools that are improving UX in 2020, we have chosen not to focus on those in this article, but to instead focus on the overarching trends we believe matter most. Fundamentally, we find a web design which is committed to helping users better understand the content, regardless of their ability and identity, will pave the way in 2020.

Want a website design that reflects your brand and speaks your customer’s language? Our designers can offer guidance and talk you through our Creative Services.

Search Alternatives: Is There Anything Better than Google?

In 2019, it was reported that Google has 92% of the search engine market share worldwide. Processing approximately 70,000 search queries every second, 5.8 billion searches per day and 2 trillion searches per year globally!

While Google undeniably remains the most popular search engine, is it possible that merchants are overlooking other potential lucrative search avenues in the bid to come out top on Google? In this blog, we’ll take a deeper dive into some other search engines, considering several perspectives, including usability, privacy, popularity and advertising. 

Other Search Engines



DuckDuckGo has a growing following of users who have a shared interest in protecting their privacy. Processing around 1.5 billion searches every month, DuckDuckGo works in broadly the same way as any other search engine. It combines data from hundreds of sources (including Wolfram Alpha, Wikipedia and Bing) with its own web crawler, to surface the most relevant results. The key differences are that DuckDuckGo does not store IP addresses or user information, they do not share searches with advertisers, and Google products and services do not accompany results.

DuckDuckGo is transparent on why they include some ads alongside searches, and this is to make enough money for the search engine to operate. Ads presented are more generic, so users do not feel like the invasion of personal space often prompted by personalisation technology, that many other search engines use.



Bing may be more significant than you think. It’s the second-largest search engine by market share in the US, and one of the 50 most visited sites on the internet according to Alexa rankings. From a user perspective, the Bing homepage replicates Google’s and the act of searching is almost identical. 

Searches on Xbox, Alexa, Siri, Kindle and Cortana are all powered by Bing, so the impact of how people search on different devices has played into Bing’s favour, increasing its popularity.

There’s still a long way to go before it catches up with the popularity of Google, but by capturing the opportunity in device-led search, Microsoft are future proofing for life after desktop.



Chinese authorities blocked websites and search engines such as Google and introduced Baidu to control content nationwide. As a result, Baidu is now the chosen search engine for many Chinese people, ranking 5th most popular website worldwide according to Alexa results. Baidu even allowed companies to bid on space for ads long before Google introduced their ads feature, and traditionally its demographic of users believe that if a company can pay for the ads, it is a reliable company. 

With over 700 million active users in China alone, Baidu has a massive network of users which continues to grow. If you’re considering targeting Chinese markets, it is crucial to bear in mind that Baidu is mainly used to raise brand awareness (when a search is driven by purchase intent, typically users will turn to the relevant eCommerce website). To ensure your ads are a success, we recommend using local experts to localise your ad copy rather than simply translating your UK ads. 



Yandex is Russia’s leading search engine and is also popular in Ukraine, Kazakhstan, Turkey, and Belarus. Unlike Google, it offers a cloud storage service so that users can search for their files from Yandex’s search bar. However, the advertising model for Yandex.Direct is very similar to Google AdWords in that ads are displayed according to your bidding strategy, and merchants are charged every time someone clicks on their ad. 


Want to grow your online presence in the increasingly lucrative Eastern European internet market? The fastest and most cost-effective way of getting your brand in front of this audience is to run PPC campaigns via Yandex while taking inspiration from its Negative Suggestion feature.

Of course, we have only covered a small fragment of the search engines that are out there, and alongside this, there’s also the prevalence of Amazon’s A9 search division and YouTube to consider. Ultimately, Google should remain at the forefront of your SEO strategy, but it’s essential to consider alternative traffic opportunities and search engines which are right for your service or products. By diversifying your channels, you may be more likely to capture first-page on search results and be in a better position to connect with your ideal target audience.

Want help with your SEO strategy? We’re offering free SEO audit to help retailers identify opportunities to drive organic traffic to their website. Apply for your free SEO audit today.

Chat for Magento by Dotdigital

The Magento 2.3.4 release welcomed a Live Chat module powered by our partners Dotdigital among other new technologies and enhancements. The feature is exclusive for Magento 2 merchants who will have access to a free live chat agent, even if they’re not a Dotdigital Engagement Cloud customer.

As a marketing automation partner, Dotdigital is renowned for enabling brands to create real-time interactions and engaging experiences with their consumers. Their email automation platform was one of the first integrations to be bundled directly into Magento’s core codebase. To help further encourage purchasing decisions and solve challenges in real-time, Dotdigital’s Live Chat now enables B2C and B2C merchants to connect with their consumers through an interactive chat.

The Benefits of Live Chat for eCommerce

  • It’s convenient and quick for customers who are already in the buying journey as there is no need to dial a number or move away from a web page.
  • It saves merchants money as fewer Customer Services resource is needed.
  • It provides a competitive advantage if consumers are looking for an answer to a query before making a purchase. 
  • It increases sales, especially if support is provided at the checkout stage.
  • It increases customer loyalty as consumers feel you are there to listen and help.

While the free version within the release includes access to one agent, merchants may want to upgrade to have multiple agents and further technical support. For those that want to be able to use this conversational data to drive other experiences such as email marketing, we recommend upgrading for full access to Dotdigital Engagement Cloud.

Want to utilise Live Chat on your Magento store? As a Magento Solutions Partner, we can manage your Magento patches and upgrades and help you stay ahead of the curve.

How to Charm Your Audience this Valentines Day

Valentine’s Day can provide big business as people will quite often spend a lot of money on treating the ones they love. Many businesses can utilise this time of year to drive revenue and increase spend on gifts. Traditionally, gifts such as jewellery, clothes, dinner or flowers are associated with Valentine’s Day, however, that shouldn’t stop any other brands from trying to promote their products too. 

We also see a lot of love for our furry friends on Valentine’s Day as well as significant others, with many seeing their pets to be just as deserving of a Valentines gift. According to the National Retail Federation, 21.2% of people they surveyed plan to buy gifts for their pets and on average, more than double is spent on pets during the Valentines period compared to how much is spent during the Halloween period. This indicates how any business can potentially capitalise on the Valentines period.

We’re here to provide some useful tips and tricks which can help you to promote your business during the Valentines period and increase revenue and brand awareness.

Gift Guides

Gift Guides can be a really powerful way to attract buyers to your store. Shoppers are often unsure of what to buy or what gifts would go together, particularly if they’re trying to buy Valentine’s themed gifts. Gift Guides give buyers an idea of the kinds of products on offer while giving them some much-needed inspiration to help generate ideas. You can also reach out to bloggers that have the same target audience as your customer base to highlight your products and increase brand awareness. Being included in a trusted bloggers gift guide can provide a big boost for your brand, particularly when shopping for a holiday such as Valentine’s Day.


Offer Anonymous Gift Delivery and Wrapping

A lot of customers like to surprise that special someone in their life and anonymous gifting is a lovely way to do this. Many brick and mortar stores offer this service for Valentine’s gifts for free, so providing this service can give you an edge for your online business too. Shopify merchants can utilise an app called “One Click Upsell” which provides users with a gift wrapping option at checkout. You can also include a greeting card in the package for that special message for your significant other to give it that extra special touch. 


Daily Deals and Time-Sensitive Offers

Many gift buyers will often buy things at the last minute, usually under the pretence that they have plenty of time to buy their gift until they don’t. A lot of buyers will also hesitate or think too hard about their decisions before making the jump. Creating daily deals and time-sensitive offers creates a sense of urgency and can give gift buyers that little push they need to make the purchase sooner rather than later.

Special Valentine’s promotions can drive revenue over the Valentine’s period. Using flash sales with a timer on the sale promotion can help create a greater sense of urgency and can help drive buyers to complete the purchase immediately, giving those who are unsure the gentle push they need to make a purchase.


Using Social Media to Market Your Brand

Social Media is an everyday part of people’s lives in today’s society, and utilising it for a Valentines marketing campaign can greatly increase awareness and ultimately drive revenue. Facebook Ads are one of the most effective ways of engaging due to Facebook’s high market share in the social media market. Facebook Ads manager has helpful tools for retargeting customers using email lists and phone numbers to help re-engage with previous customers who may have bought during a different holiday period such as Christmas. Effective targeted campaigns can be achieved through Facebook on just a low daily budget.

YouTube is another highly popular platform which can provide great benefit due to many regarding it as a highly influential channel for purchasing decisions as shoppers are able to see a product in action. Asking an influencer to provide product reviews for your Valentine’s gifts on YouTube can help increase awareness while giving your potential customers the sense they’re getting unbiased advice from a real person.

Other platforms such as Snapchat, Instagram and Pinterest can also give your Valentines campaigns a boost. Instagram offers a carefully selected and curated feed for your audience, while Snapchat can be used to show the realistic side of your brand. Pinterest users can also create themed boards using images to create a themed gift set or to save a selection of options to decide from later. Feeding back into the gift guide point earlier, an influencer could also use Pinterest to create a Pinterest board curated from the items they rate highly for Valentines day and share this with their followers.



Valentine’s Day isn’t just a revenue booster for chocolates, flowers, jewellery and expensive dinners, many businesses can profit from the marketing opportunities presented to them by this romantic time of year. Using gift guides can help offer ideas and showcase what products you have to offer, while anonymous gifting options can help you compete with the high street.

If you want to create a sense of urgency, we recommend daily deals and time-sensitive offers to help those hesitant buyers and last-minute purchasers take the jump and buy that gift. Finally, use the reach of social media platforms to your advantage – they’re a powerful and cost-effective way of generating hype and awareness for your products and your brand!

Want to charm your audience with an irresistibly good marketing campaign this Valentines Day? Reach out to our experienced Marketing Team today!

SMS Marketing for eCommerce Makes a Comeback

SMS marketing stands for ‘short message service’, otherwise known as a text message. Although SMS marketing is not a ground-breaking new concept, it is a niche channel that we have seen a rise in popularity in. With brands using SMS marketing to connect with their customers outside of order confirmation and shipping updates, to boost engagement and increase conversions.

SMS messages have a limit of 160 characters and are delivered immediately, often giving the customer a push notification via their mobile phone. For this reason, SMS content is snappy and to the point. Over the holiday season alone, SMS earned 592% higher order rates than email (according to Omnisend), so let’s explore the benefits of SMS for eCommerce.

Benefits of SMS Marketing for eCommerce

SMS campaigns are received instantly

With consumers and millennials heavily reliant on their mobile phones for each aspect of everyday life, SMS campaigns are not only received instantly but also read almost immediately. On average, it takes a recipient 3 minutes to open an SMS which makes SMS the perfect outreach channel if you want to contact a customer about a time-sensitive offer or even an abandoned cart. 


Allows brands to engage with customers at a personal level

In an era where building customer trust and loyalty is more prevalent than ever before, SMS enables brands to engage with customers on a more personal level and forge deeper relationships. Ensure your SMS content is engaging by utilising customer data to stay relevant and conversational.


SMS marketing gets higher engagement

Between short attention spans and the growing number of distractions and competition, customer engagement can be challenging to crack. However, when used correctly, SMS can cut through the noise and capture customers attention, with open rates as high as 98% compared to 20% for email (Gartner).


SMS Marketing Best Practices

Get permission and grow subscribers

Just like email marketing, you must have permission from your customer, and manage to maintain that permission. You can gain permission by adding the option for customers to include their phone number when subscribing to your newsletter or making a purchase.

Be transparent with the customer by telling them what kind of text messages they can expect to hear from you and how they can opt-out with every SMS by including a number they can text ‘STOP’ to.


Run timely effective campaigns

SMS drives much higher engagement than other communication channels, but this does not mean you can send customers anything and everything, whenever you want. Don’t abuse the permission granted to you by overusing SMS. 

An obvious way to send campaigns at optimal times is by respecting your customer’s timezones. Also, take note of any special holidays or seasonal activities when planning your SMS marketing calendar.


Instil a sense of urgency and enable recipients to take action

We know that people tend to open text messages immediately, which is great for brands who want to promote time-sensitive offers and instil a sense of urgency. If you require recipients to take action such as visit your website, make sure this process is as easy as possible for them.

Enable recipients to take action by including a link to a relevant web page. We recommend using branded links like the Mango example below, as they look a lot cleaner and can promote trust and credibility.

Review the performance of each campaign

Carefully reviewing the performance of each campaign will not only give you actionable insights to improve your campaigns but will also help retain subscribers by identifying what they’re engaging with and what they’re not.

Email marketing platform Klaviyo have recently introduced SMS marketing to their capabilities and provide analytics which enables brands to measure performance. Available to all customers, Klaviyo are helping businesses take the experiences created for individual brands to the next level. Find out more about their newest feature here

We suggest combining open rates, CTRs and number of offer redemptions to effectively measure the ROI of each campaign.


As SMS marketing makes a comeback, the state of eCommerce continues to evolve. Sending messages immediately at mass and connecting with customers on a personal level is extremely attractive for retailers, and when done right, can prove a highly effective method of customer outreach. 

Want to cut through the noise and connect with your customers in real-time? Our Performance Marketing team can help you with your SMS strategy and implementation.