Brands have varying levels of commitment in implementing SMS marketing as part of their overall strategy. Some do it on the side while others make it as one of the focal points of their marketing campaigns.
Whether you are just starting to use text messaging to reach your customers or have been doing it for a while, here are some tips to make SMS marketing work for you:
1. Make Sure Your Call-to-Action is Clear
Having a clear CTA is crucial so your customers can easily act on your message.
For example, if your CTA asks your customers to visit a website or download an app, use short URLs (You can use URL shortening websites such as bit.ly). It’s easier for your CTA to stand out if it doesn’t feel like clutter in your message.
Now, if your CTA involves having your customer send a text message, it is imperative that you highlight the short code and the keyword they need to send.
Short codes can sometimes be longer than 5 digits. If this is the case, investing in an SMS platform can go a long way. It can help you mask the short code with your company name. Your customers can directly reply to this with the keyword. This eliminates the hassle of typing in the short code when they need to respond to your CTA.
2. Send SMS Messages at the Right Time
Timing is everything when it comes to SMS marketing. As a rule of thumb, make sure not to text your customers beyond the 8AM – 8PM window since they will most likely be preoccupied with other things.
It’s also a good idea to capitalize on the impulse behavior of your customers. Text messages are opened within an average of 3 minutes of being received, making it an ideal platform for urgent messages, such as last-minute deals or promotions.
Take full advantage of this by sending out branded SMS just a few hours before an event. For example, sending a geo-fenced SMS blast to your customers that you have a special time-specific discount can create a sense of urgency that promotes impulse buying.
3. Make Your Text Message Clear and Concise
One text message comprises of only 160 characters. Make each character count.
However, that doesn’t mean we can use “txt spk,” as it can make your SMS campaign seem unprofessional. Steer clear of jargon as well, as your message can lose its impact when your customers do not really understand what you are trying to say.
Be sure to follow a simple template: Say who you are, what the offer is, and what you want the customer to do. This can help make sure that your message, no matter how short, communicates what you intend to say to your audience.
4. Track Key Metrics Using A Customer Relationship Management (CRM) Platform
Sending the same text message to different demographics of your customer base will be a waste of money. Make sure to personalize the content to target specific demographics.
For example, you can text moms that they have discounts for your Mother’s Day promotions. In addition to this, you can also reach out to younger demographics or to dads to buy a gift for the moms in their lives.
More importantly, you can keep track of key metrics using a CRM platform.
A CRM platform can also help you monitor the performance of your campaigns. This is also a very good tool to conduct A/B testing. It allows you to make adjustment to your campaign to boost the performance and achieve your desired results.
For example, you can use a CRM platform to keep a record of your customers’ purchase history and location-based demographics. Analyze which keywords and promotions you use yield better results. You can then tweak your future SMS marketing campaigns to follow the blueprint of your successful campaigns in the past.
Whether you are running a small business or heading a large conglomerate, SMS marketing is useful for you.
If you’re looking for a way to start SMS marketing don’t start personally texting all your customers one by one. Not only is this inefficient, but it’s not possible due to local regulations in the Philippines. A platform is the clear way to go. Consider Ignite, our all-in-one self-serve marketing automation platform to send your message to your customers.
Running an SMS campaign on a CRM platform can be daunting, even for the savvy marketer. If you need help with your marketing campaign, click here to get in touch with us and we’d be glad to help.
SOURCES:
Lemzy, A. (June 22, 2018). 52 Text Messaging Statistics for Businesses [Source-Checked]. Retrieved from
https://www.textmagic.com/blog/text-messaging-statistics-for-businesses/
CM (June 26, 2017). The 7 secrets to successful SMS campaigns. Retrieved from
https://www.cm.com/en-za/blog/the-7-secrets-to-successful-sms-campaigns/
Boitnott, J. (April 16, 2015). 15 Tactics That Will Ignite Your SMS Marketing Success. Retrieved from
https://www.inc.com/john-boitnott/15-tactics-that-will-ignite-your-sms-marketing-success.html
Tammeorg, B. (2018). 7 Tips to Leverage the Power of SMS Marketing. Retrieved from
https://www.convinceandconvert.com/mobile/the-power-of-sms-marketing/
Cazalet, H. (July 17, 2018). 7 Common SMS Marketing Mistakes You Could Be Making. Retrieved from
https://bitly.com/blog/7-common-sms-mistakes-to-avoid/
O’Brien, S. (February 23, 2018). Consumers cough up $5,400 a year on impulse purchases. Retrieved from
https://www.cnbc.com/2018/02/23/consumers-cough-up-5400-a-year-on-impulse-purchases.html
