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Text Smarter: 9 SMS Segments to Boost Purchases
Plus, this week's top eCom stories in quick clips.
The 3X sold out DTC event returns to San Diego Sept 22-23 with Gary Vee—grab your ticket at commerceroundtable.com.
Good morning, Chase and Jimmy here!
Mass texting your entire SMS list is like shouting into a crowded room and hoping the right person hears you.
Your VIP customers don't need the same message as someone who hasn't bought in 6 months. And your cart abandoners need different nudges than your loyal repeat buyers.
So, this morning we bid adieu to spray-and-pray texting and break down 9 SMS segments that'll help you send the right message to the right person at the right time.
Also inside:
✔️ From Email Marketing Headaches to 3,190% Revenue Lift
✔️ The Dupe Dispute: Can Lululemon take down Costco?
✔️ Back-to-School Budget Blues: Forecasts are in for BTS spending
✔️ TikTok's Next Big Move
👉 Let’s dive in.
From Email Marketing Headaches to 3,190% Revenue Lift
"The only platform where you control 100% of your audience is through your email marketing." - Bahzad Trinos, Chief Denim Otaku at Naked & Famous Denim
When Bahzad Trinos behind Naked & Famous Denim was drowning in Mailchimp frustrations—poor support, clunky automation, and connector failures—he switched to Omnisend. The result? Sophisticated automated workflows that practically run themselves, freeing him to focus on creating exceptional denim and building authentic customer relationships.
Key Results After Switching to Omnisend:
3,190% lift in revenue-per-email for customer feedback messages
$6.33 revenue-per-email for abandoned cart series with 38% conversion rate
19.75% of total email marketing revenue now comes from automation
24% conversion rate for automated emails (654% lift over regular campaigns)
60% open rate on welcome emails with 314% RPE lift
14% of all email-driven revenue generated by abandoned cart series (just 0.65% of total sends)
Ready to transform your email marketing like Naked & Famous Denim? Discover how Omnisend's powerful automation and expert support can drive real results for your ecommerce brand.
Text Smarter: 9 SMS Segments to Boost Purchases
If you’re using SMS without segmentation, you’re basically throwing spaghetti at a wall. And sure, something might stick… but a whole lot of good spaghetti is going to waste.
Let’s fix that. Here are 9 SMS segments to send more targeted texts.
1. All SMS Subscribers
This is your full list: everyone who’s opted in to get texts from you.
You’ll use this group for the big stuff, like major sales, launches, or important updates you want everyone to see.
What to send:
Sitewide promos
Back-in-stock alerts
Holiday sales
Big brand announcements

Pro tip: Make sure it’s a dynamic segment that updates automatically so you’re not accidentally texting people who’ve opted out.
2. Highly Engaged Subscribers
These are your SMS all-stars. They open, click, and buy from your texts.
This group is perfect for testing new campaigns or giving early access to special drops. They’re already listening – so speak directly to them!
What to send:
Early access to sales
VIP-only discounts
Personalized thank you notes
Quick polls or feedback requests

3. Engagement-Based Tracks
Not all subscribers are created equal.
Some are active. Some are cooling off. Others are totally MIA.
Segment your list by how recently they engaged with a text. That way, you can send often to your warmest subscribers, and space things out for everyone else.
What to send:
30–90 days active: Weekly promos, new drops
91–150 days: Re-engagement nudges
150+ days: Only your best offers or sale events

4. SMS Preference Subscribers
Some people only check texts. If that’s how they want to hear from you, lean into it.
You’ll save your email sends for others, and you’ll get more clicks from people who are actually paying attention.
What to send:
Time-sensitive offers (1–2 day sales)
Flash promos during off-peak times
Mobile-friendly content (GIFs, short product drops)
Last-minute reminders (“Your cart’s still waiting!”)

Pro tip: Collect channel preferences at signup or use behavioral data to spot who engages more with texts than email.
5. VIP Shoppers
These are your biggest spenders or most loyal customers. They’ve bought more than once, and they signed up for texts. That’s a power move.
Make them feel special. Reward them. And don’t be shy about calling them out as your faves.
What to send:
Early access
Surprise gifts
Loyalty rewards
“Thanks for being in our top 1%” notes

6. High-Intent Window Shoppers
They started checking out… and then bailed. Happens all the time.
This is your chance to follow up while their interest is still fresh. You don’t need a fancy abandoned cart flow. Just a quick, clear message that nudges them to finish.
What to send:
Cart reminders
“Only a few left!” urgency texts
Short-term discount codes
Links to reviews or social proof

7. Location-Based Segments
If you run local events, have stores, or sell seasonally relevant stuff, segment by location. It makes your texts more personal, and way more likely to get results.
Use zip codes or city info to send tailored messages.
What to send:
“We’re popping up in [city] this weekend!”
Local weather-based promos
Game-day or region-specific offers
“Only available in your area” exclusives
8. Win-Back Segment
These folks haven’t clicked or opened anything in a while. Before you write them off, give them one last shot.
If they still ghost you, go ahead and clean them from your list.
What to send:
“We miss you” messages
Comeback discounts
“Still want to hear from us?” check-ins
A cheeky “Is this goodbye?” note

9. SMS Error Segment
Some texts don’t get delivered, and you need to know why. Maybe the number’s wrong. Maybe it’s a landline. Maybe it’s a carrier issue.
This segment is not for sending. It’s for spotting problems and fixing them before they tank your performance.
Before You Hit Send…
SMS works best when it feels personal. And segmentation is how you get there.
Here’s what to keep in mind:
✅ Different people need different messages. Segment by behavior, location, or preferences.
✅ Lean on your engaged and VIP subscribers. They’re your most likely buyers.
✅ Don’t ignore high-intent or win-back segments. They’re easy wins.
✅ Keep your list healthy. Track errors and clean out cold contacts.
Smarter segments = better results. So text wisely!
Right on the water. Right in the action. CRSD is back.
Forget the shaggy carpets and fluorescent lighting... Commerce Roundtable breaks the mold of typical industry conferences.
Instead of surface-level presentations and sales pitches, you'll find yourself in a room with fellow operators who are willing to share what's really working behind the scenes. Gary Vee headlines a lineup of founders and CMOs who've collectively driven over $200M in sales... and they're ready to spill the strategies that actually move their businesses forward.
What makes this different:
Operator-first conversations – Real brand builders sharing wins, failures, and everything in between
Workshop-style learning – Interactive sessions where you solve actual challenges with peers
Oceanfront setting – Port Pavilion on San Diego's waterfront with golden hour cocktails
Serious giveaways – $120K+ in prizes including a $100K jackpot for one brand attendee
September 22-23, 2025 | San Diego
Secure your spot at commerceroundtable.com before the most valuable DTC event of the year sells out.
🗞️ Quick Clips
The Dupe Dispute: Lululemon is suing Costco over alleged knockoffs of their popular Everywhere Belt Bag, claiming the warehouse giant's $17 version infringes on their design. It's a classic case of premium meets warehouse—and lawyers getting involved when "athleisure inspiration" goes too far.
Back-to-School Budget Blues: U.S. families are cutting back on back-to-school spending for the first time since 2014, with average household budgets dropping to $586 from last year's $622. Between inflation fatigue and looming tariff concerns, parents are sharpening their pencils on expenses, not just supplies.
TikTok's Plan B Playbook: TikTok is reportedly developing a new version of its app ahead of a potential U.S. sale, likely preparing for regulatory scenarios while keeping users engaged. The move shows ByteDance is dancing around divestiture demands while building contingency plans for American appetites.
Annnnd that’s a wrap for this edition!
Thanks for hanging with Chase and me. Always a pleasure to have you here.
If you found this newsletter helpful (or even just a little fun), don’t keep it to yourself! Share ecomemailmarketer.com with your favorite DTC marketer. Let’s get them on board so they don’t miss next week’s drops.
Remember: Do shit you love.
🤘 Jimmy Kim & Chase Dimond
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