10 Dos and Don’ts of SMS Marketing

So you’ve built a great user database, segmented them, crafted master offers for each segment, and signed up with the best SMS marketing platform. However, there are still some things to consider before you hit that “Send” button and it is often the key difference between an average campaign and a brilliant one.

Here we have penned down a few do’s and dont’s of SMS Marketing to help you reach your target audience more effectively and ensure you get maximum returns for your personalized SMS marketing campaigns.

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Do’s of SMS Marketing

Keep your SMS Content Short

Whether you’re sending a booking reminder, delivery confirmation or a seasonal offer, remember to keep it short and crisp.

Include a Clear Call to Action

Make sure that every message goes out with a clear intention behind it. A clear call to action is typically a line of text prompting your customer’s next move. Typically, CTA would ask the recipients to use a coupon code for their next purchase or urge them to share something with friends and more. Whatever the purpose of your SMS campaign, make your CTA the focal point of your message.

Give Customers the Opportunity to Opt-Out

Customers may have given consent to receive marketing communications before, but sometimes they change their minds. Act responsibly and give them an option to opt-out at the end of the text. It benefits your business too, so you’re not wasting money targeting a cold prospect. Keep your mobile list warm and you’ll see better results.

Track your SMS Campaign Effectiveness

Tracking your campaign performance to test, measure, modify and optimize campaigns helps in getting better returns from your campaigns. Utilize analytics and reporting to identify the right CTA, the right time to send messages to ensure high open rates as well as other insights including the time of the click and device characteristics – browser, resolution, OS.

Use Conversational Style with a Personal Touch

Engage, persuade and inspire your customers with your texts. Bring a personal touch to your bulk SMS campaigns by inserting recipients’ names and other custom details using our advanced mail-merge feature.

Don’ts of SMS Marketing

Text at the Wrong Time

SMS marketing lets you reach out to customers in real-time. 90% of the messages are read less than five minutes after they are received. This is why you should send messages around the time you want recipients to read them and take action. Sending a message 5 days in advance for a job walk-in might not be as effective as sending it the previous day.

Include Long Ugly URLs

If you want to include a link to an article, your youtube channel or your website, don’t forget to shorten it. A longer link not only uses up valuable characters, but it looks extremely unprofessional and could be mistaken for spam by the receiver.

Miss Out on Introducing Yourself

Given the extremely low attention span of readers, it is important to highlight your business, product or service name as early as possible. Ensure you identify your company clearly in the text message. This is important to ensure brand recall and that your marketing message is as clear as possible.

Use Text-Speak

Although, character and personality are key to creating a successful SMS campaign, using the latest SMS lingo, going overboard with abbreviations or using incorrect grammar or spelling is an absolute no-no. It looks unprofessional and your message could easily be misinterpreted by the receiver.

Keep your Conversation One-Sided

Texting a wall is pointless, so make sure your texting is not one-sided. Encourage your customers to respond to you. You can make use of long codes, shortcodes, and dual VMNS to receive SMS. You can ask them to text back to avail of a special offer or send surveys for them to fill out. This also gives you a chance to build your opt-in database.

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