Top Three Things Retailers Should Do to Keep Customers on Their SMS Opt-In List
You’ve run a successful SMS opt-in campaign for your retail store. Now that you have your list, do you have a plan to keep them from opting out? Wait, you mean there’s more to this than just sending out coupon codes? There is if you want to keep your customers from opting out.
Though you don’t want your customers opting out, it’s the law to make sure every SMS message includes a way to do so. That makes it really easy for a customer to get off your list – that’s a good and a bad thing. If you have a high opt out rate then you’re probably doing something wrong. Here’s a short list of what that might be:
- Your messages are too frequent
- You’re sending irrelevant offers or information
- The messages arrive at odd hours, or “after” hours
- You didn’t have permission after all, or the person forgot they opted in
It’s easy though, to avoid losing customers for these reasons (except for the last one. Scrub your list and make sure you have valid opt ins for everyone!). Here are three easy ways to keep people on your list.
- Always tell customers how often you’ll send messages – and stick to it! In mobile, it’s hard to find something more annoying than too many text messages. And though you might not tell them when the messages will be sent, always set it up so messages arrive during appropriate hours.
- Make the offers you send valuable. Everyone wants a deal, especially younger generations where price has shown to be the dominating factor in what and where they decide to purchase. Use email for less valuable, or less immediate, sale messages and announcements. Save your SMS opt-in list for when it counts most.
- Provide a way to let the customer set preferences for what messages to receive. You can do this using reply codes or integrate your messaging with a user profile on your website. User profiles let customers get very specific about what messages they want, which means they’ll probably stay on your list longer. It also is a way for you to gather more information on your customers so you can make sure what you send is relevant to them.
A little planning for long term opt in list management can go a long way towards maximising sales and minimising opt outs. Do you have any other suggestions for retailers to keep their customers from opting out?
SMS coupons have redemption rates ten times email coupons. Averages run around 30%, but they could be as high as 45% for personalised messages. Even with those great numbers, retailers can still lose money to fraud. Find out how make sure customers only redeem your coupon once.
Discount codes, limited time sales, special exclusive pricing...you may have seen, or used, all of these in a text message campaign. For retailers, it is the most obvious and direct use of SMS marketing. It works and it's cost effective. But are there other ways you can put your SMS channel to work for you?
Can SMS marketing increase sales numbers? In the next entry of our Results Series you’ll see the kinds of results that real companies achieved. We’ve rounded up sales numbers and timelines to show you how well, and how fast, SMS marketing can improve your sales.
The other day I received a text message promising me ten days of deals. All I had to do was reply “DEALS” to the shortcode each day and they would send me a coupon for their service. This was great I thought, because my kids had been asking about the company for a while. A deal was just what I needed to get me to let my kids have their way...
Read some practical advice on how you can use SMS messaging to drive more traffic to your website. Include a shortened url in your SMS marketing message that sends the recipient to a special offers page or a how-to video or even a top-up page for consumables. But make sure the page is mobile friendly.
It’s said over and over that SMS is one of the most personal forms of communications today. That’s mainly because people guard their mobile numbers and only give them out to those they think worthy of them. So anyone who has opted into your SMS messaging has indeed invited you into their personal world.
Every good retail business owner knows that the key to success is keeping his or her customers happy. Your level of customer service should be all encompassing to succeed and should consist of more than just being polite to the customer at the till.