4 Tips for SMS Marketing Success

SMS marketing is one of the most effective and efficient marketing channels currently available, enabling businesses to directly communicate with their target customers. SMS campaigns can be built within a matter of minutes, giving companies the opportunity to react to information almost instantly. SMS messaging is a cost effective way to communicate with a large customer base, as it requires only the cost of the text.
Business text messaging also has an incredible 97% open rate, thanks to the nature of the channel. The messaging is text based, so doesn’t need to be constructed by a team of designers and have the process slowed by delays from requested design adjustments. With so many benefits, it’s no wonder SMS marketing is rapidly becoming one of the most popular channels brands are using to communicate with their customers.
If you’re considering building your first SMS marketing campaign, or you have already ran a campaign but achieved limited success, read on to see how you can build an effective SMS marketing campaign to achieve your business objectives.
1. Respect your customers
This might sound like an obvious point, as every business should be treating their customers with respect, but it’s a great starting point for every SMS marketing campaign you build. SMS text messaging has the advantage of being a very direct way to communicate with customers, but remember that you are directly entering their personal space by texting their phone, so you must ensure your respectful with the information you send and the time you text.
Don’t waste your customers’ time by sending offers or information they will be sent on other channels; keep the offers or discounts you send via SMS messaging unique to that channel. That gives your customers an incentive to opt into text messaging from your business, and gives you a very straight forward way of measuring the success of your SMS marketing. You’ll be able to analyse the number of recipients of your SMS discount and the number of take ups, which will give you an indication of how effective that channel is when you are trying to connect with your customers.
You must always ensure you follow compliance guidelines around SMS marketing and ensure you have given your customers a chance to opt in or out of marketing via text from your business. Whilst you might be reluctant to give customers the option not to receive text messaging from your business, if you make it beneficial to your customers you won’t need to worry about people not opting in.
2. Integrate information
In every SMS marketing campaign you send you should be giving information which requires your customers to take action. For example, you might ask customers to respond to your text or to click a link within the text to go onto the next stage of conversion. Whatever it is you want your customers to do, you need to be very clear in your SMS messaging, so that the important message you’re sending isn’t missed.
Once you’ve decided on the action you want your customers to take, you need to ensure you’ve made it as simple as possible for your call to action to be completed. It’s very straightforward to include a short URL in your text messaging next to a clear call to action to encourage your customers to visit your website. You need to ensure that, once you have included your web link within your SMS messaging, that your site is optimised for mobile usage. Nothing is more frustrating than clicking a link on your phone, then visiting a site that can’t adapt to the different usability allowed on a mobile.
Another way to integrate your SMS campaigns with other marketing activity is to use the same language in your text messaging as in your online and offline marketing. You could text your customers asking them to use a certain hashtag on your social media channels which could enter them into a prize draw, communicating with your customers across multiple channels.
3. Make it personal
One of the biggest benefits of using SMS marketing to communicate with customers is that it’s an incredibly direct form of marketing. Your message will land directly in your customer’s inbox, usually alerting them you’ve got in touch, and will be opened by the intended recipient. For all these reasons, SMS marketing is simply one of the most effective methods of mass marketing available.
As the nature of the communication is so direct and personal, your text messages need to acknowledge this. Addressing your customers personally using their name is a far more credible way to communicate with your customers than sending a generic message. If you’re going to enter into someone’s private space on their phone, you need to make it personal enough to them so that it doesn’t feel invasive. By communicating on a personal level with your customers, you will help your brand appear friendly and approachable, instead of a faceless company. This will help to increase the levels of trust your customers feel towards your business, increasing both their likelihood to purchase and the chances of them returning to your business in future.
4. Use being time bound to your advantage
Creating time-sensitive SMS marketing campaigns is a great way of increasing the number of conversions you see. You could use your text messaging to customers as part of a ‘VIP’ service, one they will receive exclusive deals and offers from, which is likely to increase the number of people you have signing up for SMS campaigns from you in the first place.
By adding a sense of urgency to the copy of your messages, you will increase the chances of people converting and taking the action you want them to – whether that be clicking a link to visit your site or showing their text in your store to receive a special discount. Test your messaging, too, to see which time frames produce the best results. This information will help you to increase the effective of future campaigns.
If you’re ready to create a SMS marketing strategy and launch your first campaign, contact FastSMS today.
Related Articles
Planning Your SMS Marketing Campaign: Back to Basics
SMS messaging is one of the most cost-effective forms of marketing available. Like any marketing, though, it is vital to plan your campaign effectively to ensure maximum success. So let's look at a few basic principles that will help you make the most of your online SMS marketing.
Why SMS Messaging is the Future of Marketing…
Since the first ever mobile ad was sent out via text back in 2000, SMS marketing has become hugely popular. What's more, it's a successful technique that an increasing number of marketeers are taking advantage of. So why is it the future? Here are a few reasons...
5 Reasons to Receive SMS Online
5 Tips For Super-Powerful SMS Marketing Campaigns
Mobile messaging is the most effective means of direct marketing for a lot of industries. If you really want to capitalise on your SMS marketing campaigns and achieve the best possible results, there are a few things you can do. Here are our top five tips for running super powerful SMS marketing campaigns.
Marketing Review for 2015 Holiday Season
Comparing SMS and email marketing results for the 2015 holiday season, this article taps into reports from Expedia and Adobe to share important insights.
How to Use SMS and The Olympics to Boost Business
Almost any business, or even a not-for-profit company, can take advantage of the frenzy of sporting events, like The Olympics. Especially when you combine it with mobile marketing. That’s because there are plenty of fans, and their devices, here in the UK.
SMS Marketing for Travel Agents – the Key to a Sold Out Summer Season
How SMS Marketing can help guarantee a sold out summer season for independent travel agents and tour operators. In this article we explore how small and medium-sized independent companies in the travel and tourism sector can take advantage of the opportunities offered by SMS marketing to ensure a sold out summer season.
5 Things To Consider Before Launching Your First Text Marketing Campaign
SMS is well established as a successful marketing channel - however that doesn't mean you should just dive in head first. Here's five things you should consider before launching your first SMS marketing campaign.
Boosting Ecommerce with SMS Marketing
Whilst some businesses still offer physical sales, many companies have an online presence as well. Whether they trade solely on the internet or maintain physical stores, it’s vital for businesses to cater for online customers. In order to increase sales and turnover, companies rely on a range of marketing methods, such as offline advertising or digital promotions. Whilst these can be effective, many businesses are overlooking the potential of SMS marketing.
Best Practices for SMS Marketing
In many of our previous posts, we have discussed the whys and hows of SMS marketing, listing the benefits, and the impacts on lead generation. There’s no doubt that by employing a marketing strategy that uses business SMS as a medium that your processes will become more efficient and your leads will become more targeted, meaning a better ROI. Here we will look at the best practices for SMS marketing to ensure your campaigns are offering the best for you and your users.