The Psychology of SMS Marketing

In marketing, everyone wants to be more influential and persuasive in order to build loyalty and return custom. To gain the highest ROI, businesses want their marketing campaigns to speak to every individual in such a way that makes them feel connected. Yet, with every will in the world, an SMS marketing campaign is only going to achieve this high conversion and success if it manages to tap into consumer psychology.
Persuasion, particularly, speaks to this need for longing, creating a personal connection and the stealth approach of timing your messages just right to speak to your customer base. For example, triggering an SMS to suggest getting a new haircut might not be best scheduled at 3 in the morning, and suggesting a new pizza topping at 8am is unlikely to yield the best response!
The primary objective for an SMS marketer is to get into the head of the target audience and understand what makes your recipient open your text. What makes them follow the links within a text and respond positively to the calls for action sent? If you’re working on your company’s marketing, you are likely to be able to monitor, replicate and improve posts which get the highest engagement on social media. Similarly, there may be an element of trial and error involved in getting the responses you’re looking for from your SMS marketing efforts. It requires understanding your consumer, patience and adaptability.
Furthermore, it actually requires an insight into the psychology of marketing in general and specifically the psychology behind successful SMS marketing campaigns.
With the advent of Whatsapp, Messenger, Snapchat, Tinder and myriad other communication apps popularised by the smartphone, it’s somewhat surprising that SMS is still a highly popular method of communication and, furthermore, of successful marketing efforts. In fact, it’s commonly become accepted that people are now spending far more time on their mobile devices, meaning SMS marketing is more effective than ever before. So, looking at some basic consumer psychology principles, we have come up with a guide to help you strategise your SMS efforts.
Don't Be Too Friendly
Yes, marketing is based on creating a sense of belonging and yes, it is cringeworthy to see heavy marketing speak in any marketing effort. It’s equally ‘icky’ seeing overly friendly messages too. Yes, create high-value products and services and yes be assured in your delivery of them but also consider that you are doing this to ultimately drive sales. Your customers are generally smart enough to realise this too.
Gain Some Reciprocity
Subtly, we are all slaves to the social commitment to reciprocity. For example, someone you didn’t expect to happen to be there to help you out when you needed something. You now feel indebted to them and wish to reciprocate their kindness in some way. This is actually a psychological principle at work that speaks to our need to treat people fairly and to be accepted. As such, it is a positive social convention that can be used in SMS marketing. If over time you send several informative and relevant messages and make generous offers to your customer base, they will hopefully find themselves choosing your brand first out of a sense of familiarity and loyalty, subconsciously wishing to pay you back for all your efforts.
Expect The Unexpected
Largely, marketing theory works on the premise that if you say something confidently enough, it will strengthen people’s attitude. This can be achieved by sending some messages which are different to others. So, if you’re messaging your customers to tell them about your upcoming system malfunction or letting them know about a problem the site is going to encounter, add something funny to throw them off course. This builds rapport, and will hopefully soften their attitude to the inconvenience; it also helps them to see you as approachable rather than corporate.
Influencers and Their Loyalty
You ultimately want to drive sales and repeat custom in any marketing effort and as such you will need to make sure you are looking after influencers’ needs. To ensure the success of a viral campaign, you’ll need to send it out to influencers. These are likely to be people who are loyal to your company and as such their conversion rate is naturally high. Many other people may follow a successful campaign because it’s funny, clever or offers a great incentive, but these are not necessarily the highest quality leads and your efforts need to appeal to the group who are most likely to purchase. These people subtly influence others anyway, so securing their buy-in will strengthen chances of further buy-ins.
Scarcity Sells
In all sales and/or marketing, this is a leading method of tapping into consumer psychology. Our nature predisposes us to favour something which seems to be scarcely available, rather than something we can access at any time. It’s the reason why many people put off visiting attractions in their hometown because they can ‘go there anytime!’ So, just as supermarkets do, putting a finite limit on any offer will increase consumer sign up. Add the line ‘OFFER ENDS AT MIDNIGHT’ or ‘MUST END ON 31st’ to create an urgency based on the scarcity principle.
Ultimately, you should base all SMS marketing on an understanding of your target audiences, which may vary. As such it will pay dividends to mix and match the content and styles, just as you do in natural SMS conversations in order to reflect real life and keep engagement and appeal to the most diverse range of customers, from loyal influencers to those catching a trend.
Related Articles
Copywriting Principles for SMS Marketing
In a recent post I covered how to create urgency in your SMS marketing messages. It didn't feel right to leave out a few other key components - the U companions. In copywriting circles they are often called the 4-Us. They are: Urgent, Useful, Unique, and Ultra-specific. So to make sure I don't leave anything out, here I'll show you how to use the others in your SMS messaging.
[Infographic] How to Write the Perfect SMS Message
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.
Do This One Thing and You’ll Improve Your SMS Marketing ROI
SMS marketing is not quite like most other marketing. You have such a limited space to get your point across, just 160 characters, more or less. It’s not unlike having to create a print advert for a small space, but somehow it can seem more intimidating. That’s why sometimes it seems like marketers forget one basic rule about writing offers: Always lead with the offer! Sounds simple, right?
13 Words That Inspire Action in Your SMS Messages
Because they are so short, word choice is important in SMS messages. You need to convey instructions and the benefits of following those instructions in few words. If you’ve ever struggled to find just the right one, check out our list of action inspiring words for SMS messaging.
What Makes a Great Call to Action in an SMS Message?
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.
9 Phrases to Add Some Winter Wonder to Your SMS Marketing Campaign
How To Craft The Best Content For Your SMS Messaging
You need concise, memorable and high-impact content with a clear call to action in your SMS messaging. That, in a nutshell, is what's needed to achieve with any marketing or engagement communications in any form. But this is never truer than with an SMS campaign when your business text messaging has to rely on a small window of recipient attention.
Do Your Customers Want Emoji in their SMS Messages?
Emoji are showing up everywhere. Should you be using these cute, fun, and illustrative icons in your SMS marketing? Your customers probably want you to. Around 72% of people have positive feelings about brands who use emoji. But before you get started, you’ll want to find out the details in this blog.