Stop guessing with your SMS marketing. Are your messages actually working? Or are you just sending texts into the void? A/B testing is the secret weapon you need to unlock the true potential of SMS and watch those conversions soar.
This article gives you 15+ real-world A/B testing examples to boost your SMS results. We’ll cover everything from message copy and timing to segmentation and offers. Get ready to transform your SMS strategy.
P.S. TxtCart can help you put these A/B testing strategies into action. Its smart segmentation and AI copy assistant makes it easier than ever to personalize and optimize your campaigns. Plus, the detailed analytics dashboard lets you track your results and see what’s working best.
TL;DR: SMS A/B Tests to Boost Your Results
- SMS vs. MMS: Text vs. multimedia messages.
- Call to Action: “Shop Now” vs. “Get the Deal.”
- Visuals: Photo vs. GIF vs. Video.
- Message Length: Short vs. long marketing messages.
- Timing: Morning vs. evening sends.
- Offer Type: Discount vs. promotion.
- Cart Abandonment: Reminder timing and content.
- Welcome Series: Message variations and timing.
- Post-Purchase: Thank yous, updates, offers.
- Tone of Voice: Casual vs. professional.
- Incentives: Free shipping vs. discounts.
- Segmentation: Personalized vs. generic messages.
- Frequency: Daily vs. weekly sends.
- CTA Placement: Top vs. bottom button.
- Loyalty Rewards: Exclusive offers vs. birthday deals.
- Subject Lines: Intriguing vs. straightforward.
1. SMS vs. MMS
You’re using SMS marketing, but have you considered MMS? Knowing the difference between these two message types is key to a successful mobile strategy. They both have their place, and understanding their strengths will help you choose the right tool for the job.
| Feature | SMS (Short Message Service) | MMS (Multimedia Messaging Service) |
|---|---|---|
| What it is | Classic text-only messages. Simple and direct. | More than just text. Includes images, GIFs, videos, and audio. |
| Best for | Quick updates, reminders, simple promotions, appointment reminders. | Visually appealing campaigns, product showcases, richer content. |
| Think of it as | A quick chat with a friend. | Sending a postcard – more impactful. |
| Compatibility | Works on any mobile phone. | Requires data connection. |
| Character Limit | Limited. | Larger messages. |
So, which one should you use? It depends on your goals. Need to send a quick appointment reminder? SMS is your go-to. Launching a new product and want to show it off? MMS is the way to go. TxtCart supports both SMS and MMS, giving you the flexibility to choose the right message type for every campaign. You can even use TxtCart’s AI copy assistant to help you craft the perfect message, no matter which format you choose.
2. Call to Action: The Key to Conversion
- A: “Shop Now”
- B: “Get the Deal”
Your CTA is the final nudge that turns a message into a conversion. It’s the difference between someone reading your text and someone taking action. A weak CTA is like a whisper in a crowded room—it gets lost. A strong CTA is a shout that commands attention.
A well-crafted CTA creates a sense of urgency, a fear of missing out (FOMO) that your audience can’t resist. It’s not about being pushy, it’s about guiding your customer towards the next step. Think of it as a helpful hand, leading them to the promised land of discounts, deals, and delightful products.
Don’t be afraid to experiment with different CTAs. What works for one audience might not work for another. A/B testing is your best friend here. Try swapping out “Shop Now” for “Get the Deal” or “Learn More” for “See How It Works.” Test different variations and see which ones get the most clicks.
Here are a few examples of CTAs you can A/B test:
- Shop Now
- Get the Deal
- Learn More
- Claim Your Discount
- Book Your Spot
- Try It Free
- See How It Works
- Join the Waitlist
The key is to keep your CTAs clear, actionable, and relevant to the message. Don’t send a message about a discount and then have a CTA that says “Learn More.” Match the action to the offer. TxtCart makes it easy to A/B test different CTAs and see which ones are driving the most conversions.
You can even use TxtCart’s smart segmentation to target different CTAs to different audiences. For example, you might offer a special discount to first-time buyers while offering free shipping to loyal customers.
3. Photo vs. GIF vs. Video
We’re visual creatures. Multimedia in your SMS messages always outperforms plain text. It’s like adding a splash of color to a black-and-white world. But the question is: photo, GIF, or video? The answer, like most things in marketing, is test them all.
Each visual format has its own strengths. A photo is great for showcasing a specific product. A GIF adds a touch of playfulness and can demonstrate product use. A video? That’s your chance to tell a story, create an emotional connection, and really grab attention.
Think of it like choosing the right tool for the job. A photo is like a hammer—simple and effective. A GIF is like a Swiss Army knife—versatile and handy. A video is like a power drill—powerful and capable of tackling complex tasks.
Here’s how a clothing brand might use each format:
- Photo: Showcase a new arrival, highlighting its key features.
- For example, GOOD COUNSEL leverages SMS marketing for its standard campaigns. They incentivize sign-ups for text alerts via website pop-ups and lead capture forms, keeping subscribers informed about special deals and promotions.
- GIF: Demonstrate how to style a particular piece in multiple ways.
- For example, Freebirds World Burrito uses GIF in its SMS marketing to promote its “12 Days of Freebies” campaign. The GIF of a festive gift box instantly grabs attention and conveys the holiday theme.
- Video: Give a behind-the-scenes look at the design process or offer styling tips.
- Avenu uses video in their SMS marketing to bring their new sundress collection to life. Imagine sending a short video clip showcasing a model wearing one of the sundresses, twirling to show off its flowy fabric and vibrant print.
Just like with CTAs, A/B testing is your friend here. See which visual format resonates most with your audience. TxtCart makes it simple to send MMS messages with photos, GIFs, and videos.
4. Short Text vs. Long Message
Short messages drive quick action, while longer messages build engagement and increase conversions. Txtcart’s AI helps brands find the right balance based on customer behavior.
- (A) Short SMS (Concise & Actionable): Best for quick reminders and direct CTAs. Use when customers need a nudge to complete their purchase, like: “Hey [Name], you left something in your cart! Complete your order here: [link].”
- (B) Long SMS (Engaging & Persuasive): Ideal when offering incentives, urgency, or a more conversational approach. Use for high-value products, promotions, or time-sensitive deals, like: “Hey [Name], your cart is still waiting! For the next 24 hours, use code SAVE10 for 10% off. Don’t miss out—checkout now!”
It’s all about finding that sweet spot between being concise and delivering the right amount of information. TxtCart’s analytics dashboard helps you track the performance of your short and long messages so you can optimize for maximum engagement.
5. Morning vs. Evening: Timing is Everything
- A (Morning – 10 AM): “☀️ Start your day with 15% off your favorite coffee! [link]”
- B (Evening – 7 PM): “🌙 Wind down with 15% off your favorite coffee! [link]”
Timing is crucial for SMS success. Sending a message at the wrong time is like trying to chat with someone who’s busy—it’s not going to go well. You need to reach your audience when they’re most receptive.
Think about your own SMS habits. When are you most likely to engage with a message from a brand? Probably not at 3 AM. Consider your target audience’s demographics, lifestyle, and time zones. A student might be more receptive to messages in the afternoon, while a working professional might prefer the evening.
The best way to find the perfect timing? Test. Send campaigns at different times of day and track the results. TxtCart’s scheduling feature makes this easy. You can schedule messages to go out at specific times and even use the “send by subscriber’s timezone” toggle to ensure your messages arrive at the right moment.
Read Next: The Best Time to Send SMS Marketing Messages
6. Discount vs. Promotion: What’s the Offer?
- A (Discount): “25% off all jeans this weekend! [link]”
- B (Promotion): “Buy one pair of jeans, get the second 50% off! [link]”
Both discounts and promotions are designed to boost sales, but they approach it differently. A discount is a straightforward price reduction. A promotion is a broader offer, like a “buy one, get one free” deal. Which one works best? You guessed it—test.
Think of it like choosing the right bait for fishing. Sometimes, you need a worm (discount), and sometimes, you need a shiny lure (promotion). A clothing brand could offer a straight 50% off during a holiday sale or run a “buy one, get one 50% off” promotion.
A/B test these different offers to see which resonates most with your audience. TxtCart lets you track the performance of each offer and see which one drives the most conversions. You can even use
Recommended read: 11 Types of Discounts to Use in SMS Marketing Campaigns
7. Cart Abandonment
- A: “Still thinking about it? Your items are waiting in your cart! [link]”
- B: “Your cart is calling! Complete your purchase and get free shipping: [link]”
Abandoned carts represent untapped potential. SMS cart recovery messages boast impressive conversion rates, often ranging from 25% to 40%. You’re connecting with customers at the precise moment they’re considering a purchase. But a generic reminder isn’t enough. You need to strategize.
- Timing: Experiment with different send times. An immediate reminder? A follow-up the next day?
- 1 Hour After Abandonment: “Still thinking about it? Your items are waiting in your cart! [link]” – Gentle nudge, focuses on reminding them of the items.
- 1 Day After Abandonment: “Your cart is calling! Complete your purchase and get free shipping: [link]” – Adds an incentive to encourage completion.
- 3 Days After Abandonment: “Don’t miss out! Your favorite items are still available, but they’re selling fast. [link]” – Creates a sense of urgency.
- 5 Days After Abandonment: “Last chance! We’re offering you a special discount of 10% to complete your purchase. Use code SAVE10 at checkout. [link]” – Final push with a limited-time discount.
- Incentive: Offer a small discount or free shipping to sweeten the deal.
- Smart, Conversational Personalization: Generic one-way robotic texts are out. TxtCart’s AI sends human-like, contextually relevant messages based on browsing behavior. It answers customer questions using a built-in knowledge base and enhances engagement through audience segmentation for highly targeted, conversion-focused messaging. Here’s an example:
Think of it as fishing. Sometimes, you need a quick tug, sometimes a gentle reel. TxtCart’s automated cart recovery streamlines this. Set up varied message sequences based on customer behavior.
A special offer for first-time abandoners? A different approach for repeat offenders? TxtCart empowers you to tailor your recovery strategy.
Read next: How to Recover $10,000s By Reducing Cart Abandonment
8. Welcome Series
- A: “Hi [Name], welcome to [Brand]! Get 10% off your first order with code WELCOME10: [link]”
- B: “Hey [Name], thanks for joining the [Brand] family! We’re excited to have you. Check out our latest collection: [link]”
Your welcome series is your debut. It’s the first impression you make, and it sets the stage for the entire customer relationship. Don’t let this opportunity slip away. It’s like the opening act of a show – you want to captivate your audience from the start.
- Personalization: Greet customers by name. Reference their interests or past purchases.
- Value: Offer exclusive discounts or early access to sales.
- Content: Share valuable information about your brand, products, or services.
Experiment with different welcome message variations. A warm, personalized greeting? An exclusive VIP offer? A sneak peek at upcoming collections? Consider tone and length. A concise welcome or a more detailed brand introduction? TxtCart automates your welcome series and allows for personalization. Segment your messages based on the opt-in method. A newsletter subscriber might receive a different message than someone who abandoned a cart.
9. Post-Purchase
- A: “Thanks for your order, [Name]! We hope you love your new [product]. [link]”
- B: “Your order has shipped, [Name]! Track it here: [link]. P.S. Get 15% off your next purchase with code THANKYOU15.”
The sale is not the finish line; it’s the starting point of a lasting relationship. Post-purchase communication is essential for building loyalty and driving repeat purchases. It’s like sending a thank-you note after a thoughtful gift—it demonstrates appreciation.
- Gratitude: Express sincere thanks for their purchase.
- Updates: Provide order tracking and delivery information.
- Feedback: Request reviews and testimonials.
- Incentives: Offer exclusive discounts on future purchases.
Test different post-purchase messages. A simple thank you? Order updates? Feedback requests? Follow-up offers? Add personality with emojis. TxtCart’s automation sets up post-purchase sequences based on customer actions. Segment messages based on purchased items. Someone who bought a pair of shoes might receive an offer for matching socks.
10. Tone of Voice: Speaking Your Customer’s Language
- A (Casual): “Hey [Name], what’s up? Check out our awesome new arrivals! [link]”
- B (Professional): “Dear [Name], we are pleased to announce our latest collection. View the new arrivals here: [link]”
Your tone of voice is your brand’s personality. It’s how you communicate, and it significantly impacts how you’re perceived. Is your brand friendly and approachable? Professional and authoritative? Playful and witty? The right tone resonates with your audience and builds a stronger connection. It’s also important to remember that while your overall brand voice should remain consistent, you might need to adjust it slightly for different age groups or customer segments.
Here’s a breakdown of common tone of voice styles:
| Tone of Voice | Description | Example |
|---|---|---|
| Casual & Conversational | Friendly chat. Use contractions, emojis, and a relaxed style. | “Hey [Name], what’s up? Check out our awesome new arrivals! 😉 [link]” |
| Professional & Informative | Business communication. Clear, concise language, avoid slang. | “Dear [Name], we are pleased to announce our latest collection. View the new arrivals here: [link]” |
| Playful & Witty | Stand-up comedian. Humor, puns, memes (sparingly). | “Did you hear about the sale? It’s un-believable! 😂 Shop now: [link]” |
Key Considerations:
- Brand Voice: Maintain a consistent core brand voice. This is your brand’s overall personality.
- Audience Segmentation: Adapt your tone slightly for different age groups or customer segments. A younger audience might appreciate a more casual tone, while a professional audience might prefer a more formal one.
- Context: The context of the message also matters. A promotional message might call for a more playful tone, while a customer service message might require a more professional one.
TxtCart lets you segment your audience and tailor your tone accordingly. A younger demographic might appreciate a playful tone, while a B2B audience might prefer a more professional one.
Recommended read: Should You Use Emojis In SMS Marketing?
11. Incentives: The Carrot Dangling Before Your Customers
- A: “Free shipping on orders over $50! [link]”
- B: “Get a free gift with your purchase of $75 or more! [link]”
Incentives are powerful motivators. They give your audience a reason to take action now. Split testing different incentives helps you understand what drives the most engagement and conversions. It’s like offering a reward for good behavior.
- Percentage Discounts: Offer a percentage off specific products or entire orders.
- Free Shipping: A popular incentive, especially for online purchases.
- Limited-Time Offers: Create a sense of urgency with exclusive deals that expire soon.
- Gifts with Purchase: Offer a free gift with a qualifying purchase.
Investigate different incentives to see which ones are most effective. TxtCart lets you track the performance of each incentive and see which ones drive the most conversions. You can even segment your audience and offer different incentives to different groups.
12. Segmentation & Personalization
- A (Personalized): “Hi [Name], we noticed you loved our [product]. Check out these similar items: [link]”
- B (Generic): “Check out our latest deals and promotions! [link]”
Segmentation and personalization are the cornerstones of effective SMS marketing. They allow you to send the right message to the right person at the right time. It’s like having a one-on-one conversation with each customer.
- Demographics: Segment based on age, location, gender, etc.
- Purchase History: Target customers based on past purchases.
- Engagement Level: Identify your most engaged customers and reward them.
Experiment with different segmentation strategies. Send personalized messages to one group and generic messages to another. TxtCart’s smart segmentation lets you send contextually relevant SMS offers based on customer behavior.
Read Next:
- What is SMS Segmentation, Best Practices & Examples
- How to Send Personalized Text Messages That Sell
13. Message Frequency
- A (Weekly): “Your weekly dose of style inspiration is here! New arrivals you won’t want to miss: [link]”
- B (Bi-weekly): “Stay up-to-date on the latest trends! Check out our new collection: [link]”
Message frequency is critical. Too many messages, and you’ll annoy your audience. Too few, and you’ll be forgotten. It’s like music—the right rhythm keeps people engaged, while the wrong rhythm can be jarring. Studies show that most consumers prefer to hear from businesses via SMS once a week or a few times a week.
| Frequency | Description | Best For |
|---|---|---|
| Daily | Use this sparingly, for very time-sensitive updates or promotions. | Flash sales, urgent announcements, breaking news. |
| Weekly | A good general frequency for regular updates and offers. | Weekly promotions, new product announcements, blog post shares. |
| Bi-weekly | A less frequent option for nurturing leads or sharing valuable content. | Educational content, industry news, long-term promotions. |
| Monthly | Ideal for less urgent updates and maintaining a subtle brand presence. | Monthly newsletters, birthday messages, special occasion greetings. |
Determine the ideal frequency by testing. TxtCart makes it simple to schedule messages at varying intervals. Monitor unsubscribe rates, response rates, and overall engagement to see what works best.
Recommended read:
- The Best Time to Send SMS Marketing Messages
- Key marketing events and holidays for your next SMS Campaign
14. CTA Button Placement
- A (Top): [CTA Button: Shop Now] “Our summer sale is on! Don’t miss out on these amazing deals: [link]”
- B (Bottom): “Our summer sale is on! Don’t miss out on these amazing deals: [link]” [CTA Button: Shop Now]
CTA button placement matters. It’s like showing someone the way to the checkout—you want the path to be clear and easy to follow. While placing the CTA at the bottom is common, experiment.
- Top: Great for grabbing attention immediately.
- Middle: Can be effective if you have a longer message and want to break it up.
- Bottom: The traditional placement, good for summarizing information before the CTA.
Analyze different placements to see which drives the most clicks. TxtCart lets you easily create messages with CTAs in different locations. Track click-through rates and conversions to optimize your placement strategy.
15. Loyalty Rewards
- A: “Exclusive offer for our VIP members! 20% off your entire purchase this weekend: [link]”
- B: “It’s your birthday month! Celebrate with 15% off your order: [link]”
Loyalty rewards are essential for building long-term relationships. They make your customers feel valued and appreciated. It’s like giving a bonus to your star employees—it shows you recognize their contributions.
- Exclusive Discounts: Offer special discounts to loyalty program members.
- Early Access: Give loyal customers early access to sales and new products.
- Birthday Rewards: Celebrate their special day with a personalized offer.
Lovepop, known for their intricate 3D pop-up cards, understands the importance of personalized communication.
16. Subject/SMS opening Lines
- A: “🔥 Hot Summer Deals Inside! 🔥”
- B: “☀️ Sunshine & Savings Await! ☀️”
Subject lines are the gatekeepers of your SMS messages. They’re the first thing your recipients see, so they need to be compelling enough to make them want to open the message. It’s like a movie trailer—it needs to pique interest and make people want to see more.
- Short & Sweet: Keep subject lines concise and to the point.
- Intriguing: Create curiosity with questions or teasers.
- Personalized: Use the recipient’s name or reference past purchases.
Evaluate different subject lines to see which ones generate the highest open rates. TxtCart lets you easily create messages with different subject lines. Track open rates to optimize your subject line strategy.
FRAGL Collective is a hat brand that really understands their audience – which is evident through their SMS opening lines. They primarily sell to young adults who are into fashion, so their tonality and use of language are very casual and gen-z-esque.
Must Read: Conversational SMS Guide: 15+ Best Examples, Uses, & Tips
Ready to Streamline Your SMS Marketing Efforts with TxtCart?
To get the most from your A/B tests, remember that consistent testing is key. Establish a clear test period with a defined test duration for each experiment. Send the same message content, changing only the element you’re testing (like link placement in your SMS or a field on your sign-up form). This ensures accurate results and helps you confidently optimize your SMS campaigns.
TxtCart empowers you to create custom one-time SMS campaigns and gain valuable data-driven insights. Our analytics dashboard provides the data you need for effective A/B testing, including key metrics like:
- Orders
- Sales
- Average Order Value (AOV)
- Opt-Out Rate
Keep your future campaigns organized. Track them by name, creation date, status, and more. Take quick action, whether it’s editing a draft, duplicating a successful campaign, or deleting a work in progress. TxtCart also simplifies customer segmentation. Personalize campaigns using behavioral data like past interactions, previous purchases, spending power, and more. Connect with your audience on a deeper level.
Ready to transform your SMS marketing? Install the TxtCart app today and reach out to our team of experts for even better results.
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