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.
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.
Marketing messages, whether in print or electronic have many parts to them. In the beginning there’s the hook that entices someone to continue reading, and near the end is the call to action. That’s where you make it clear what you want someone to do after reading the message. There are many parts in between these two, but these are, arguably, the two most important.
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.
Just for fun, I asked people in a marketing focused Facebook group to share the worst SMS marketing messages they’ve ever received. I was expecting a deluge of responses, but actually only a few trickled in. But those horrible SMS marketing messages are out there…the comments on my post proved it even if no one wanted to share (I guess they’re all shy).
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.
SMS marketing offers the ability to send time-sensitive offers to your best customers. But are you missing out on the potential of your own brand in your offers? Read this post to see an example of how a simple trick can potentially boost your results.
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.
Is there such a thing as a "perfect" SMS message? Yes, there is, but there isn't just one example of a perfect message. There are so many uses for SMS messages that each of them would have their own perfect example. How many different types are there? This infographic includes a short list of some types.