Increase Conversion in Your SMS Marketing by Doing This One Thing
Good copywriting is something marketers really need to understand. But it’s easy to forget the basic principles and best practice when running SMS marketing campaigns. You only have 160 characters after all (or up to 456 characters if you’re using fastsms).
While there are many elements to successful copywriting, there’s one element that is often either overlooked or over-used. What is it? Urgency.
You’ve seen what I’m talking about in adverts:
- Only 20 spots left
- Sale ends today
- Get yours before it’s too late
All these phrases (and many more), make the reader feel a sense of urgency. If they don’t hurry then they’ll miss out. It’s this sense they feel that helps drive the call to action, whatever that may be.
But since SMS marketing messages are short, you have limited space to describe the entire offer, let alone create urgency. It’s also important though, to make sure the urgency doesn’t come across as fake. For example, if you send a message with a discount code good “today only”, then you send a similar offer a few days later, then another, your customers will certainly become jaded. They will no longer believe the urgency in your messages.
This can also happen if you send a limited offer to your “exclusive” text messaging club, but then run the same offer for everyone who comes into your store. In today’s world of social media, you’ll lose credibility once word gets around. Running multiple campaigns is fine, just be sure the urgency you describe is real. If you say the special discount ends today, it should end today. If the offer is exclusive or limited, keep it that way.
And speaking of limited offers, examinations of the copy in successful campaigns have shown that a limited time urgency works better than saying there are limited quantities available. So if you have the choice, limit your offers to a defined time frame – preferably short. A day or weekend can work well, but when the time gets much longer the conversion rates drop.
Here’s one more titbit to help build your urgency: don’t use the word “ends”. Apparently people don’t respond well to terms like “ends today”. They much prefer (and by that I mean they act on the offer more often) terms like “until Friday” or “today only”. Small changes like these can have a surprising impact on your conversion rates.
And the best news is that those types of terms are short, create urgency and are perfect for SMS marketing.
For more help and advice on download our free Mobile Marketing Guide.
Related Articles
SMS Marketing Best Practice: Do’s and Don’ts
Whilst social media has gained the attention of many small businesses as a marketing technique, SMS marketing has become a highly beneficial way of keeping your customers and clients close and building solid working relationships. According to research, 90% of text messages are read within three minutes, meaning SMS marketing shouldn't be overlooked when it comes to your advertising and customer service strategies. SMS marketing may be an ideal tactic for your business marketing, so here's a list of what to do and what not to do to ensure you're making the most of your campaign.
9 SMS Marketing Power Words
With its 456 character limit, SMS Marketing challenges us to be succinct, ensuring we pack the most into our punch and deliver powerful and effective calls to action in a minimum of words. With some research and planning, it is still possible to craft great messages that get results and still stay well within the limits. In this article, we share 9 power words and phrases to help to you do just that.
Small Businesses Can Succeed with SMS Marketing
Is SMS marketing a viable strategy for SMEs to grow their businesses? A recent article by a US SMS provider suggests not but we debunk that view. Read how and why Fastsms can help small businesses can succeed with SMS marketing without breaking the bank.
5 Winter Phrases for SMS Marketing [Infographic]
Three Things You Must Do Right in Your SMS Marketing
SMS messaging can be one of your more effective marketing techniques, but only if you do it right. A poorly executed SMS marketing campaign could have disastrous results for your future budget, and for your organisation.
SMS Marketing Ideas To Celebrate Wimbledon
More Examples of Calls to Action in an SMS Message
In a previous article I shared two examples of SMS marketing messages I received and how their call to action worked, or not. This time I want to share two more examples to help you in crafting the perfect call to action for your SMS marketing messages.
3 Best Types of CTA for SMS Marketing
One mistake some marketers make is assuming people will know what to do when they read an SMS message. After all, they’re short and to the point right? How confusing could they be? On the other hand, when writing every other form of marketing they know that calls to action need to be clear. So, just because you don't have much room, it doesn’t mean you get to leave out your call to action! Saving space and being brief is important though, so take a look at three of the best SMS marketing CTAs you can use.
SMS Marketing: 10 Things You Shouldn’t Do in Your Marketing Strategy
In order to gain success with SMS marketing, certain strategies need to be put in place. Here are a few top tips on what not to do when marketing your business through SMS messaging.