Using Perfectly Timed SMS Marketing to Engage Customers
One of the greatest advantages of SMS marketing is the ability to be personal. Yes email can be personal too, or personalised, but these days most people are so familiar with email that it doesn’t have the same impact it used to have. But SMS messages delivered directly to a person’s mobile still are seen as personal. People have not yet become jaded to hearing the notification sounds and usually read the message immediately.
For marketers this is a great opportunity to engage customers based on actions. For example, here are some actions that could trigger perfectly timed SMS messages:
Retail purchase. After a customer makes a purchase is a great time to follow up with them to offer additional information on the product, discounts on accessories, ask for feedback, or just to say thank you for their business.
Major purchase. Insurance companies, banks and estate agents can reach out to their customers after a major purchase like a home with updates, first payment reminders, referral requests, and customer surveys.
Registrations. After registering for an event, class, or trip, organisations can offer up travel deals, meal discounts, add-on purchases, upgrade packages, or social media requests (to like or share their registration to get the word out).
There are any number of actions that might work for your particular business or organisation. And beyond actions, think about how you can use the information you already have on your customers. Birthdays, graduations, anniversaries, and major holidays are also possible reasons to send an SMS with a related offer or marketing message.
Some people call this kind of marketing “just-in-time”. And that term does describe the concept really well. It also isn’t new at all. In the “old” days, organisations would send a post card or make a phone call with the offer. More recently email was the main method to follow up with customers. But the immediacy and intimacy of SMS messaging give more power to this kind of SMS marketing.
Just remember you always need permission to send a message regardless of what the trigger is, as well as providing a way to opt out.
Related Articles
SMS Marketing Campaign Basics
How To Craft Your SMS Opt In Messages
You’ve probably seen many SMS opt in messages. They’re usually short little blurbs on websites, flyers, TV ads and many other places. You might have even heard one on the radio. They’re so simple, it doesn’t seem it would take a lot of time to make them right?
3 Tips on Making SMS Messaging an Integrated Part of Your Marketing
One of the key takeaways from the Salesforce 2015 State of Marketing Report was that when mobile is integrated into your marketing strategy, everything performed better. That makes sense when you think about it. Mobile is a unique channel that provides you a direct link to your customers.
What Your Customers Want From SMS Marketing
Mobile marketing offers an unprecedented access to your customers virtually any time, anywhere. This is particularly true for SMS marketing because it is “always on”. Customers don’t have to be surfing the web, or using an app to receive messages. Instead, they see the marketing messages right alongside ones from their friends and family.
SMS Marketing: 10 Things You Shouldn’t Do in Your Marketing Strategy
In order to gain success with SMS marketing, certain strategies need to be put in place. Here are a few top tips on what not to do when marketing your business through SMS messaging.
Older Generations and SMS Messaging
50% of people between 55 and 64 own a smartphone and 18% of people over 65 do too. If you’re trying to reach out to these older demographics, it might be time to consider mobile marketing. But what kind should you choose?
Getting a Reply: Should You Choose a VMN or Shortcode? Part 1
Part 1 of a 2 part article comparing Virtual Mobile Numbers (VMNs) and SMS Shortcodes as means of receiving inbound SMS messages. The first part focuses on how VMNs work, what they are typically used for and what they cost. Part 2 follows with details of SMS Shortcodes.
Consumers Prefer SMS Over Mobile Apps
Earlier this month I attended an online webinar session covering topics related to SMS. One of the presenters produced some interesting statistics. I wanted to know more, so I went to the original source and found some great news for everyone using SMS as a key part of their mobile strategy.
Why SMS Marketing Can Be More Effective Than Mobile Banner Advertising
A recent eMarketer article on the effectiveness of mobile banner advertising reports the main reason people don't click is because they aren't interested in the offer. In fact, only 24% of those surveyed say they clicked on a mobile banner on a website in the last three months.
The Second Most Important Rule of SMS Marketing
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.