The Dos And Don'ts Of SMS Marketing
Modernity and the technology boom will have you think that the world has moved on from SMS Marketing. This couldn't be further from the truth. SMS Marketing is more relevant than ever.
The increase in the number of chat applications and services means that the users on these services are many, and clients are paying more attention to the services with fewer numbers for personal relations.
What Is SMS Marketing?
SMS marketing is the practice of sending marketing messages by text message. It is a kind of opt-in marketing where customers subscribe to get the information.
The abbreviation “SMS” is for “short message service. This communication might be a one-on-one conversation between staff members and customers. It could be an automated text triggered by a customer action, or it could even be part of a mass text sent to a group of customers who have opted in to receive texts from your business.
Related: Here Is Why You Need Email Marketing
The Statistics That Make SMS Marketing Irresistible
89% of consumers would prefer to interact with businesses via Text Messaging rather than a phone call.
Among the 18–34-year-old age bracket, text is the preferred channel for notifications from businesses.
Millennials prefer to receive texts from businesses for appointment reminders (62%), delivery notifications (59%), and payment reminders (48%).
Two-way SMS can improve net promoter scores and enhance efficiency by roughly 80%.
SMS alerts help financial brands appeal to consumers’ emotions by reducing financial anxiety.
60% of retail customers switched to SMS rather than calling contact centers.
23 billion text messages are sent each day worldwide.
The Dos For SMS Marketing
Below, we highlight some of the best practices of SMS Marketing that will set you apart from your competition.
1. Get the opt-in go green light
Chances are high you have gotten your customer's numbers already. So before bombarding them with text messages, make sure you get the go-ahead for you to send them SMSes.
You can send the gratitude method, thanking them for providing the number and asking if they would be interested in SMSes in the future.
2. Include the Opt-Out option
This is a highly advised practice. It is possible that the customers will get tired of getting your texts. So make it easy for them to stop your text messaging.
You should include unsubscribing information even for transactional messages like shipping updates or appointment reminders. Not everyone wants to get these kinds of details by text.
3. Identify Yourself
It is only fitting that you don't assume the clients will recognize you. SMS marketing campaigns from unidentified sources see a low engagement rate. In addition, the message may be coming from an unrecognizable number. Use the introduction in your SMS marketing campaign to identify yourself and who you represent.
4. Timing is key
It is crucial to read the room. You can understand the best times to send your customers' SMS from behavior, likes, and preferences. For example, you don't want to be sending critical information when your clients are sleeping.
5. Be brief
The reason people are paying attention to SMS Marketing rather than the other platforms is that you keep the messages brief and to the point. Don't change that. The best way to do this is by applying the KISS principle: Keep It Short and Simple. Keep It Short and Sweet.
The Don'ts Of SMS Marketing
These are the mistakes you to avoid when you decide to use SMS Marketing.
1. Don't bombard clients with messages
Much as timing is vital, frequency needs to be looked into. Avoid sending rapid messages, as clients will opt to block you because you are spamming their inboxes. If you have nothing to communicate with them about, stay silent rather than send messages for their sake.
2. Avoid using slang
Just because you have inside jokes as a company or with your friends doesn't mean your clients subscribe to the same language. Keep the communication formal with a clear and official language. If your clients fail to understand what you are saying, they will unsubscribe from your services.
3. Avoid Selling
Remember, you are marketing. You are supposed to be using the SMS option to spread the word about your products, services and relevant updates. So make the messages as personal as possible rather than making pitches.
4. Don't Forget A Call-To-Action
In your messages, you are trying to drive towards a particular action. Include the possibility for your clients to explore what you're preaching about. Your call-to-action (CTA) needs to be visible. Compelling CTAs motivate recipients to convert. Research shows that clients respond more quickly when short and straightforward words seduce them to take action. CTAs words include; get, order, buy, start, download, sign up here, etc. These usually compel recipients to take action. CTAs that show consumer benefits also improve conversions.
5. Lack of personalization
With the inclusion of automation, most marketers will use chatbots and other kinds of bots to attend to the needs of their customers and clients. The difference between human interaction and robot interaction can be made quickly.
No one wants to be talking to an emotionless robot. Personalize your messages to make the interactions organic and authentic.