Not all SMS marketing campaigns are created equal. There are some companies that fully integrate SMS marketing into their business strategy and others who see it as a side project.
According to a survey by ScanLife, 89% of customers use their mobile phones while shopping, and 64% of Americans own a smartphone. Given this, which company do you think will have a more successful marketing campaign?
If you’re already on board with SMS marketing, here are some tips and suggestions on how to maximize your success.
Tips to Improve Your SMS Marketing Campaigns
1. Include a clear call to action
Ensure that the reason for the SMS is made clear. You want the recipient to act on your SMS, so tell them what they need to do to benefit from the information they have been sent.
2. Track your campaigns and optimize
Make sure you measure how effective your SMS marketing campaign has been so you can improve it further next time. How many responses did you get? What was your return on investment? Try testing different offers, at various times of the day, days of the week, or target different groups of customers, to find which works best for you.
3. Be prepared and know when your customers respond
Pick the right time to send SMS campaigns to your customers. If you want to generate an action or response then make sure you leave your customers enough time during the day to do so.
4. Be concise and keep it short
A single SMS message consists of 160 characters. For the most cost-effective campaign, you need to choose your words carefully. Get to the point straight away, the benefit or reward to the recipient should be clear.
5. Find the right frequency
Should you send your SMS campaigns daily, weekly or monthly? If you send messages too frequently, customers might get annoyed and unsubscribe from the service. However, if you leave it too long between messages, the customer may lose interest and will have forgotten why they subscribed in the first place.
There’s no fixed amount of messages you should be sending per week or month – the frequency needs to be fine-tuned based on your audience and the purpose of your messages.
6. Create a sense of urgency
Set an expiry date for your discount coupons and vouchers. Limited time validity creates a sense of urgency for your customers and results in higher conversion rates.
7. Don’t overdo it – less is more
Make sure you manage your contact groups properly and avoid repeatedly sending the same SMS marketing message to recipients. Keep your communication fresh and engaging.
8. Keep your database clean
It can be costly to continue sending messages to old numbers. Be sure to regularly check and delete the numbers that can’t be reached to save time and money. Three strikes and you’re out is a good principle.
9. Use keywords to help grow your data
Use an SMS keyword (e.g. text OFFERS to 56263XXX to receive discount coupons from your local shopping mall) to grow an opt-in list of customers that choose to receive your SMS alerts. Print this everywhere and you will easily grow an opt-in list of followers. SMS marketing can be intrusive if sent to somebody who hasn’t given their permission. Protect the reputation of your organization by ensuring all recipients have allowed you to communicate with them.
10. Respect the opt-out mechanism
Include a simple opt-out option regularly in your texts. Always ensure you make it clear to your customers that they can stop receiving messages from you at any time.
11. Personalize your texts for a better experience
Use our mail merge feature and insert names, appointment times or other customer-specific details into your messages for that personalized message. You can also brand your text by setting the Sender Name on the SMS message as your company name for maximum impact.