SMS MARKETING: DO OR DON'T?
We’re always looking to broaden our marketing horizons so we can better serve our clients. Today, let’s talk about SMS marketing and how it serves your brand or doesn’t.
What It Is
SMS Marketing is the practice of marketing to customers by way of mobile cellular devices. This style of marketing is (usually) completely based on text and linked content that shares messaging en masse to keep individuals connected to you and your business in a few pings.
Why We Do It
Aside from ease and simplicity, there are many reasons why we look at SMS marketing. Let’s talk about a few reasons why to get started.
Accessibility
SMS-based marketing provides a level of accessibility to users that is often overlooked in product development and marketing. Users who are visually impaired or are hard of hearing will look to solutions like alternative texts, audio transcriptions or descriptive text within articles and promotions to learn the details behind what’s being presented. By choosing SMS texting, you’re able to provide ads that can be easily read by a dictation program.
Speedy Delivery
Have a last-minute promotion you’re trying to push out and can’t wait to create an ad online? SMS marketing is your golden ticket to instant messaging with loyal customers who are likely to shop at the drop of a hat so long as it’s achievable within a few clicks. This messaging can be encouraging enough to convince users to stop by that day after work and pick up your happy hour bundle or get a quick trim at your salon before heading home for the weekend.
Increased Open Rate
In digital marketing, we struggle with encouraging users to open materials like emails and newsletters, no matter how convenient it might be. Open rates are high-value indicators that help brands better understand their audience and how they interact with marketing, and the results aren’t always great. Unsurprisingly, open rates amongst SMS campaigns are significantly higher than these email-based pieces, most likely because a user is more likely to open a text message than an email. Even so, with instant access like text messaging, you’re given an added advantage of securing more users to interact with your content because it’s simply already there.
Unsurprisingly, open rates amongst SMS campaigns are significantly higher than these email-based pieces, most likely because a user is more likely to open a text message than an email.
How To Do It
We can’t start sending messages to our customers based on their individual billing information - there’s an art to this! Let’s review some tools and resources needed to successfully start your first SMS campaign.
Get Permission
As we mentioned earlier, SMS marketing does not in any way mean simply start texting your customers from your mobile phone. It’s integral to the reputation and integrity of your brand to ask for your customer’s permission to reach out before sending them information via phone.
Offer Up Opt-In
So how do we ask for permission from these customers to access their phone numbers? By offering an opt-in option at checkout, via social media, and on your website. Try offering a rewards program or a related incentive for opting to be included in your marketing efforts. These can also be connected to a check-in program you might use in-store if you’re a storefront or bar, etc. Meaning, when a customer arrives, there is a kiosk or pad where the customer can input their number and ‘’check-in’’ to your store. This permits you to send out thank you messages and opportunities for users to check out any other related content you might include, such as links to shop merchandise or a coupon for a free drink or entree to be shown to your staff.
Use SMS tools
It’s important to use a tool to manage your marketing efforts that integrate well with your existing marketing plans. While there are several platforms available, we recommend using ActiveCampaign or EZTexting, two affordable and easy-to-use services.
Set Designated Times
It’s important to understand and plan around your customer demographic, especially when it comes to SMS marketing. Are they early risers? Night owls? Students? Families? All of these identifiers determine the schedule of your audience. Make sure you’re targeting promotions to release during times when the users are already awake, and during a time that won’t seem annoying or disturbing. No one likes waking up too early to spam, therefore, be mindful of your timing!
Tips to Remember
Don’t send too many texts, please.
No one likes too many messages, emails, texts or otherwise. Overcommunication, in this case, won’t help anyone. Make sure as you plan these marketing campaigns that they’re strategic in their release dates, times, and frequencies. Too much messaging can lead to a serious drop in engagement and customers later on.
Don’t forget the call to action
Your messaging should include some sort of call to action that inspires your customers to do something. Whether it’s post to social media, buy a product, or stop in to your storefront to pick up goods at a discounted price, the motivation needs to be explicit, otherwise it’s just another text. We recommend including links to content, such as your website.
Keep it short & sweet
Don’t waste time writing paragraphs on paragraphs about your promotion. The longer the messaging, the more texts the customer receives, and the less likely they’re going to be eager to engage. Think of your SMS messaging like you would a tweet on Twitter - stick to 140 to 280 characters max, including the link to your call to action.
Remember to announce yourself
There are several brands, both big box and local businesses, that choose to use SMS-based marketing. Make sure when releasing your text that the customer knows who you are in some form or fashion. From literally announcing your brand to creating special names for your fanbase - like Rhianna’s Navy - let users know who they’re receiving messages from straight to their mobile device.
Wait, so why would we not do SMS marketing?
Spoiler alert: We think SMS marketing works for any brand - product or service-based or otherwise. SMS marketing sends content and directs customers to a call to action - two fundamental needs that can be beneficial to any brand. If you still think that SMS marketing isn’t for you, we recommend a deeper dive into understanding the true meaning and purpose of your brand.
Executive Summary
SMS marketing is perhaps one of the most underrated marketing tools out there. We hope that this article was a brief, yet convincing introduction for you and your brand to consider employing this new, quick and easy way to stay connected with your customers, whether they’re on the go or at home. Enjoy growing and innovating your strategies through this fun and creative tool.
Resources:
Supercharge Your Ecommerce Sales Using These SMS Marketing Best Practices via BigCommerce
Mobile Marketing Strategy for Ecommerce – Why it Matters & How to Get it Right via BigCommerce
SMS Marketing: Guidelines and Examples for 2021 via OmniSend
SMS Marketing Doesn’t Suck: Here’s How to Use it To Generate Revenue
SMS Marketing: the Good, the Bad, and the Don’t You Dare via OptinMonster
