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.
Comparing SMS and email marketing results for the 2015 holiday season, this article taps into reports from Expedia and Adobe to share important insights.
If you're an estate agent who isn't using SMS to increase their database of buyers and sellers, then you're an estate agent who isn't maximising their clients' phone numbers. A mobile number is something your purchasers and sellers are quite happy to share with you, and this voluntary opt-in can be invaluable when it comes to getting an edge in a competitive market. Using this information, you can create effective and affordable marketing campaigns, whether you’re alerting your clients to a change of price or promoting a particular property.
Mobile marketing includes many different advertising channels. Most of them include placing an ad in front of a mobile user. Many of us are used to ads online, but they do tend to get annoying. At least that’s according to an eMarketer report on a study done by Instantly.
In terms of storytelling, SMS text messaging is probably as far removed from long-form, direct-action copywriting as you could be. However, the SMS marketing writer can still learn a lot of lessons here with regard to overall approach, content and composition.
In one of my blogs last week, I talked about a marketing study by Vibes and what it said about SMS marketing. This week I wanted to take another look at it from the perspective of the mobile wallet industry, also covered in the report. It turns out there is a strong case for integrating your SMS marketing with mobile wallets. Let’s take a look.
While there are many ways you can probably think of to promote your SMS opt in campaign, there may be some “free” channels you’re neglecting. Thanks to Google, I can point out seven of them. At the mCommerce Summit Google gave a presentation about app promotion and optimising. I can’t even convey how exasperated the presenter was when he talked about how many opportunities companies just let slip by.
If you’re tuned into the self-help industry at all, you know who Wayne Dyer was. He spent decades writing transformational books to help people improve their lives and find happiness. He died summer 2015 at his home in Maui at the age of 75. It’s probably an understatement to say he inspired millions of people. So when I came across an article about a publisher using SMS messaging to let people know about a new book discussing his legacy I wasn’t too surprised. Not at first anyway.
Any UK business that collects, stores and uses other people’s personal data for purposes such as marketing and selling is subject to the rules of the Data Protection Act, and those using SMS marketing are no exception. Having a basic understanding of the DPA legislation and its main requirements is useful to maintain best practice in direct marketing such as SMS marketing and also helps to uphold your hard won customer trust - as well as avoid the potentially costly consequences of falling foul of the law. Read this article to learn how to avoid the simple pitfalls and get your SMS marketing campaign off to the right start.
While traditional advertising methods are declining, SMS marketing is increasing and it is a trend that looks likely to continue. Here are 6 recent marketing trends that open the door for you to take advantage through your next SMS marketing campaign.