SMS marketing, otherwise known as text message marketing, allows for companies to connect to potential and current customers directly via their mobile devices. In their survey of 400 companies, the Attentive SMS Benchmarks Report found that 60% of the companies found that text marketing campaigns “significantly or overwhelmingly increased revenue generation.”
As you prepare to dive into SMS advertising, consider the following best practices and examples that will help you achieve your goals.
Text Message Marketing Best Practices
One of the main reasons SMS marketing is so effective is that people always have their phones, so it allows companies to have an immediate interaction with their client base. However, it also means that you must follow text message marketing best practices and get it right the first time so that you have these important customers’ buy-in and support.
First, you must get permission, and keep it, from the recipients of your SMS campaign. Marketers are required by law to obtain explicit consent from subscribers before sending marketing text messages. It’s more challenging to maintain permission. A best practice for SMS advertising campaigns is to be clear and upfront about the type of messages that subscribers can expect to receive. Furthermore, use text messages for time-sensitive and critical information; do not overuse this marketing medium. Finally, your text messages must include a way to opt out, such as allowing people to respond to a text with “STOP.”
Second, as your business develops an SMS campaign strategy, it’s important to consider the most effective text marketing platform to help you accomplish your goals. SMS marketing platforms, or SMS marketing services, are tools that can generate and send text messages to different phone numbers. It is important to choose the best texting service to allow you to streamline communication with your clients and potential customers, develop relationships with them, and increase your revenue stream.
Quick SMS Marketing Campaign Tips
Text messages are limited to 160 characters, so the third best practice is to create short, clear, effective messages. As you craft your SMS message, consider the following:
- Determine upfront what the purpose of each SMS text message will be and how it will add value to the client’s life.
- Identify yourself immediately so that your clients know who the text is coming from and immediately understand the context of your message.
- Include a clear call to action in order to motivate your clients to take the next step, which could be clicking on a link to get more detailed information.
- Personalize SMS campaigns by using the subscriber’s first name, if possible, or sending the text message at an appropriate time of day (not too early or late in the day).
- Use proper grammar so that your text demonstrates your professionalism and is clear in its messaging. Stay away from slang, abbreviations, or incorrect capitalization as not everyone understands them.
The Best Examples of SMS Campaigns
As you develop your text marketing campaign, consider the following examples to help guide the planning and creation of your messages to maximize your business and revenue stream potential.
Send a welcome message
Once the customer subscribes to text message marketing, an immediate SMS message establishes a relationship with them.
Example: “Thanks for signing up for updates!”
Deliver valuable information
Customers appreciate when SMS messages help them make their lives easier. For example, you can use text message marketing to remind clients to confirm appointments, provide account information, or communicate a delivery time.
Example: “Valued customer, your order has shipped and will be delivered on 9/15. Click here for tracking information.”
Develop a relationship with your customers
Try to connect with individuals personally to see how they are doing and if they have any questions about a product or service you’re providing. For example, you can remind a customer that they are due for a service and suggest a specific time for an appointment. SMS marketing campaigns allow you to develop your customer relationships and also book new appointments with them.
Example: “You are due for an oil change. Our records indicate that you prefer weekend appointments; would Saturday 11/1 work for your schedule? Click here to book an appointment.”
Offer promotions based on special events
Sending promotional text messages are cost-effective and can be personalized to increase engagement with your customers and potential clients. You can offer promotions around holidays or birthdays, such as offering a discount at a customer’s favorite store to celebrate their birthday.
Example: “Take 20% off your order with code BIRTHDAY! Click here to view our products!”
When you create a SMS marketing message, an expiration date on a promotion helps motivate customers to make a purchase before the deal disappears. Don’t forget to include a link to the webpage to help customers find out more information or even purchase a product; it’s more likely that they will follow through if they have direct access to what they want and need.
Example: “Get 1 FREE product with the code VALUED; offer expires 11/1.”
Gather feedback on your SMS marketing campaign
Text messaging campaigns allow clients to provide immediate feedback on your product or services. You will get more helpful data if you keep your questions concise and simple.
Example: “Text 1 for YES” or “Text 2 for NO”
Make SMS marketing campaigns work for you by creating text messages that convey valuable, timely information to current and potential customers in order to build relationships and trust, which will ultimately result in increased revenue.