The Second Most Important Rule of SMS Marketing
I was at a petrol station the other day, and on my way out I saw a sign advertising a contest. You text the keyword “Circle” followed by some seemingly random letters to the short code and have a chance at winning some gift cards from the petrol station. The top prize would mean I wouldn’t have to buy petrol for about six months. Of course I decided to enter!
So while I walked back to my car I repeated the shortcode and keyword in my head so I wouldn’t forget. My kids got mad at me because I told them to stop talking while I furiously typed it all into my iPhone before I forgot.
Just after I clicked “Send”, I noticed my friendly Apple auto-correct function had turned my keyword of “Circle” plus random letters into “Circles”. I sent the wrong code after all!
Quickly I typed in the correct keyword, then clicked the “x” on the iPhone auto-correct suggestion I hadn’t noticed in my frenzy and sent it on its way. I was putting my iPhone away when I heard the familiar sound letting me know I received a text. I read it and saw something I didn’t expect:
“Sorry, this postcode is not eligible.”
Hmm. That stumped me as I hadn’t entered a postcode at all. But I was in danger of being late for my son’s appointment so I put my iPhone away and drove off.
Later when I had time, I went back and looked at the text message to see what happened. After I had sent the correct keyword, the first reply I received was “Thanks for the text, please reply with your postcode.”
That was immediately followed by the text letting me know my postcode wasn’t eligible. A couple of things went wrong here:
- Their system didn’t recognize an invalid keyword, or they accept any keyword on that short code and assume it is for the same promotion. I thought about testing the theory and texting a random word, but I didn’t want to endanger my chances of winning the prize.
- When I sent my correct keyword, it assumed it was a reply to their request for a postcode and followed that with a reply it wasn’t eligible. Of course it wasn’t because it was a word, not a postcode. But it was a valid keyword.
That wasn’t the end of my adventure trying to enter this contest using a text message. Once I had sent the proper keyword (again) and the correct postal code, I received another reply asking me to send my email address. Ugh. The whole process was starting to feel too much like work.
Still, I did enter my email address. Finally, after sending the email, I received a text with confirmation I was entered into the contest. In that final message was a URL I could visit for the full rules.
If you’ve stuck with me this long, you may have some hint at what the second most important rule of SMS marketing is. Have you guessed?
It’s keep it simple.
Text message marketing works because it is short, quick, personal, and immediate. You don’t want to annoy the people you’re reaching out to. If you’re running an opt-in campaign, or a contest, keep the process to as few steps as possible. And also make sure the logic behind the campaign is working perfectly so you don’t end up confusing people, or looking like you don’t know what you’re doing. They may rethink what they are doing and decide not to participate.
If you’re dying to find out what rule number one is, check out this blog post to learn all about it.
Related Articles
SMS vs. Instant Message App Marketing
It seems there's a new messaging app popping up every month. It's hard to keep track of them all, but it's also hard to ignore them if you're looking to use mobile marketing. When you've got limited marketing resources, should you spend them advertising on the latest IM app, or go with SMS marketing?
Here’s Why SMS Marketing Is Literally The Best Idea Ever
Is SMS marketing the worst idea ever? That’s the opinion of one author in Entrepreneur Magazine. He gives five reasons why companies should never bother sending SMS messages to customers. I take him on, point by point to show why he’s wrong and SMS marketing is the best idea ever.
Can You Use SMS for “Cold Calling”?
Does the thought of cold calling fill you with dread? You might think it would be easier to use SMS messaging instead. And though it’s legal to do so in some circumstances, you might want to rethink using it that way. Read the full blog to find out why.
5 SMS Marketing lessons from The Apprentice
Insights Into The Best SMS Marketing
It’s been said that to be successful at something, you need to find someone that’s already done what you want to do, then emulate them. You don’t need to create or rewrite the rulebook every time. This is true of marketing too. While it’s a creative field, there are tried and true examples of what works. This is why case studies are so important to helping you understand how something like SMS marketing can work for you.
An A-Z of SMS Marketing – E is for Email to SMS [Infographic]
How to send the perfect SMS marketing message
5 Amazing SMS Statistics from Salesforce
Every year Salesforce releases its State of Marketing report. It offers insight into how marketers use and see the various tools and channels available today. In the 2016 report, much of the content focused on social and email, but also included a good deal of information on mobile marketing too.
5 Key SMS Marketing Statistics
A Demonstration on How Not to Build Your SMS List
Over the last month or so I've signed up for quite a lot of webinars. I'm always trying to learn more about technology, marketing, best practices – you get the idea. So I've been excited to see many organisations offering SMS reminders for webinars. But there is one experience I had with an SMS reminder for a webinar that I simply had to share.