SMS Marketing Tips for Successful Text Message Campaign
The SMS marketing campaign is an important part of any multi-channel marketing strategy. Text message campaign has the highest engagement rate of any marketing medium and 90% of messages are read within three minutes of receipt. Did you ever wonder how SMS marketing tips will help you connect with your existing users?
The effectiveness of SMS marketing is indisputable
Text messages are opened quickly and work on mobile phones that aren’t smartphones. That means just about every mobile user can receive your message.
how to do SMS marketing effectively? So here top SMS Marketing tips to ensure your text message to win campaign soars to victory.
What is SMS Marketing?
Let’s start with a simple SMS marketing definition.
SMS stands for “short message service.” These messages can be sent between phones or from a computer to a mobile device. SMS marketing involves sending marketing messages to customers via text messages.
Text messaging remains one of the most powerful ways to communicate with customers at an individual level.
Think about it: a text land in someone mobile inbox, they open it and read it. Wooooh! You have a direct sale channel.
SMS and Text Messaging apps are still the most popular and frequently used apps on smartphones. Here is the list of SMS marketing tips to increase your ROI.
SMS Marketing Tips for Successful Text Message Campaign
Blasting the same cut and paste message out to your entire database is a surefire road to failure. Not only will you not see the kind of ROI you might like, but the risk of alienating your user base is ever present.
Start by ensuring your CRM is connected to your SMS campaign. Isolate demographics, purchase history, mobile campaigns – any data will help shape your message. Track, report and focus on continual improvement.
INCLUDE EXPIRATION DATES
It’s simple really, open-ended campaigns are far less effective than text marketing with an expiration date. Every deal has its day. Make sure your customers know when it is.
PLAY WITH TIMING
The best times to send a text message to your customers often run counter to other marketing channels. We know that email campaigns aren’t great at weekends but the text can be effective. Partially related texts shortly after purchase is a great way to personalize your message. These are triggered messages, and they can work in a variety of contexts.
A triggered text is a personalized text sent as the result of a customer action (or inaction). When a customer leaves items in their online cart for more than an hour, trigger a text encouraging them to finalize their checkout. If a regular purchaser is no longer returning, a personalized reminder with a limited time coupon could be the perfect invitation.
BE S.M.A.R.T TO YOUR CAMPAIGNS
Greg Hickman thinks that marketers should be S.M.A.R.T (Specific, Measurable, Achievable, Relevant, and Time Sensitive) about their SMS campaigns, using them as part of a consistent multi-channel marketing campaign. Greg highlights an interesting stat, that around 90% of SMS messages are opened within three minutes of receipt. That’s an incredibly reliable metric for targeted cross channel campaigns.
One of the biggest mistakes businesses make when using SMS is not sending messages consistently enough.
Like any other aspect of marketing, you should be leveraging any marketing or promotional character at your disposal. If there isn’t one, you should be sure to create one and use that as the foundation for your messaging calendar.
When it comes to messaging your customers, you obviously want to have something of value to say within each message, but going months without connecting via SMS is likely going to cause a high unsubscribe rate with every send.
In addition to permission, your SMS campaigns need to be compliant.
To account for “prior written express consent,” you must include language similar to the below:
“By participating, you consent to receive text messages sent by an automatic dialing system.”
To account for the condition of purchase consent, include:
“Consent to these terms is not a condition of purchase.”
And to comply with the wireless carriers, you need to include:
- STOP and HELP, instructions
- Terms and Conditions
- Business entity
- Disclosure of additional carrier charges
COLLABORATE ON MESSAGE
SMS is a pretty simple concept but ensuring that a company maximizes the value of the campaign is a team effort. It’s always good to take a multidisciplinary approach. Bring in relevant team members from IT, in-store, digital signage, email, and web. Collaborate on the process, and get everyone on message.
BRING CALLS TO ACTION FRONT AND CENTER
If you only get one thing right with your SMS marketing campaign, make sure it’s this. Be clear about what your customers need to do.
Text YES to 123456
Where the trigger word is YES, not:
Text the word “YES” to 123456.
Make the call to action (CTA) the focus of your message, and minimize any error or misrepresentation that can occur.
In general, mobile is one of the most dependent marketing channels that exist. When it comes time to promote your SMS program and drive adoption, it’s important to leverage all of your existing media outlets, whether that’s TV, radio, print, in-store signage, online, social, email, etc.
Performing an audit of your existing media assets to identify where you can integrate your SMS calls-to-action will help align you with the right teams to make sure the creative development process includes the SMS integration.
Remember, you’ll want to make sure the SMS CTA is clear and easy to read—not buried somewhere in the signage.
Your goal isn’t to check a box by having an SMS CTA integrated within your existing media; it’s to extend the reach and interactivity of your existing media and create an opportunity for continued engagement.
Performing an audit will identify all of the media outlets to integrate your CTA so that you can be on the same page as the rest of your cross-functional team.
KEEP IT SIMPLE
Just as your call to action should be clear and concise, so to the best overall text campaigns rely on simplicity to connect with the audience. You’ve got about 160 characters to deliver the message, but shorter is definitely sweeter.
20% Off tops. Sunday Only. Click Link For More Info.
Use a link shortener to save characters and make the link more ‘click friendly’. If your text campaign is built into your CRM, then you can personalize with a first name. A simple, worthwhile addition to your text message campaign.
PERMISSION IS REQUIRED
Just like email, SMS is a permission-based opt-in channel.
Your customer needs to clearly opt-in to receiving what you’re offering.
This can happen one of two ways:
- By texting a keyword to a short code (such as the Pepsi example from above), or
- By submitting their number via a web-form.
Either way, it needs to be obvious the customer has consented to receive these messages.
WHAT TO AVOID
Try not to irritate your customers by invading their privacy. The mobile is a very personal tool to obtain your customer’s consent and give them the option to opt-out. This is also important to comply with the Spam Act. You must also ensure your messages contain a clear identification of the sender.
Infrequent messaging (months between messages) can cause a high unsubscribe rate. Be sure you have something useful to say with each message, but make sure your message frequently enough that your customers can remember who you are and you stay at the top of their mind. A good way to help your customer remember you is to provide some context around how they got onto the messaging list.
It is also important to use language that people can easily understand. Jargon and acronyms won’t get your message across efficiently if nobody knows what it means!
SIMPLE YET EFFECTIVE
An SMS marketing campaign can be simple and wide-reaching. Few mediums connect with so much of the population, so it makes sense to use this to your advantage. Treat your SMS contacts with respect, your customers have trusted you with this information and may be put off if you spam.
The only way to determine if your SMS campaign is successful or not is by measuring.
When it comes to SMS there are a handful of things you can do from a measurement perspective. The great thing is that they are all fairly easy to manage. Here are a few metrics to follow when executing an SMS campaign:
- Subscriber Growth: Monitor your growth rate each and week and identify which activities make the list grow.
- Subscriber Churn Rate: This is the frequency at which people are opting out of your SMS program over time. Ideally, your program never goes over 2-3% churn rate.
- Cross Channel Engagement (by keyword): By using different SMS keywords within different media outlets, you can quickly measure which types of media and media locations are performing best and optimize based on engagement.
- Redemption Rate: This is something you’ll monitor on a campaign-by-campaign basis (or by message) to determine the percentage of customers that redeem your offers and what rates.
- Cost Per Redeeming Subscriber: From the redemption rate, you can determine the cost of communicating with each customer that receives your SMS messages.
Building Your SMS Marketing Campaign Strategy
To decide if marketing through SMS is right for your campaign, ask yourself these questions:
- Is your campaign time-sensitive? SMS is best for urgent messages you want recipients to see immediately.
- Is SMS the best format? If you can’t effectively communicate your message in 160 characters or less, consider email or push notifications instead.
- Is the information valuable enough that consumers will feel delighted to get the message on such a personal channel, instead of annoyed?
When it comes time to plan and launch your next SMS marketing campaign, be sure to account for these components and you’ll be well on your way to a successful SMS marketing campaign.
Have you tried using SMS yet in your business? If so, have you seen success? If you haven’t started, are you thinking of giving it a shot?