Despite all the excitements surrounding social media, apps, and blogs, there’s still a solid place for good old SMS text messages in your marketing strategy. It’s 98% open rate, straightforward format, and high conversion rates are just some of the reasons why SMS Marketing should be a standard for businesses . On the other hand, SMS messaging done wrong could easily turn off potential customers. To ensure that your SMS campaign continues to bring positive growth to your business, keep the following guidelines in mind and revise your strategies accordingly.
Be short and simple
Most carriers limit the length of a text to 160 characters. This means you must be straightforward and concise. A good message gets right to the point and offers easy instructions on what to do. Don’t annoy your customers with extended and trivial messages. For example, “20% off Valentine’s day special. CLICK HERE. Expires 2/15.” would be an excellent message to communicate all essential information to the subscriber. It’s efficient, easy to follow, and discloses any important limitation.
Be mindful of appearance
A lot of decisions are based on first impressions. As such, the appearance of your text is important. Make sure it’s pleasant and easy to read. URLs with tracking extensions are not pretty. You can solve this by using URL shorteners like Google’s Goo.gl or Bit.ly. These will shorten your URL and clean your overall layout. Simplifying your links not only make them look better, but also save space for more substantial words.
Segment your customers
Your messages are only as good as the sales they generate. Therefore, make sure you’re effectively targeting your customers. Use data from your marketing automation software and CRM to segment prospects into the appropriate contact lists based on their past interactions, purchases, interests and preferences. Personalize the experience so what you’re sending is relevant and interesting to the receiver.
Timing is key
We know that SMS messages have high open rates, and 70% of opens happen in the first 60 minutes . Therefore, you want your customers to read your message at the most opportune time. For example, when someone makes an order, send him or her a SMS message about a complementary product to sustain interest. If you’re an eatery, send location based SMS messages around lunch or dinner time with special offers.
Additionally, take advantage of triggered messages to increase sales and consumer insights. These messages are triggered due to certain consumer activity (such as a purchase) or inactivity. For instance, if you haven’t seen a customer in a while, a trigger message can remind him of your products and services, or ask him about his experiences to discover the cause for his inactivity.
It’s a privilege to be able to send an SMS to a customer. But you will lose this privilege if you bother them with frequent and pointless messages. The success of your SMS campaign rides on your ability to balance between its content, timing, and frequency. Good messages should be personal, informative, and valuable to the consumer. You want your messages to be anticipated and missed.
We’d love to help you polish your SMS campaign! Please leave us a message or a comment.
Qinghua Lao & ERC team