SMS marketing is an exciting opportunity for businesses. Whether you're operating a B2B or B2C establishment, nothing puts you in the forefront of your customer's mind like a text.
If you've been considering exploring an SMS marketing campaign, here's what you need to keep in mind.
Choose the Right SMS Management Platform
The top consideration before conducting an SMS marketing campaign is choosing the right management platform. That means identifying your needs and creating a framework for vetting your options.
For example, if you want your B2B customers to be able to communicate with you via text, you'll require 2-way SMS marketing for B2B. If you want to be able to sync your SMS campaigns with an email campaign, you'll need an SMS platform that integrates with eCRM platforms.
Take some time to identify your needs and research the options available to you for managing your campaign.
Remember the 7 Cs of Communication
As text messaging has become so commonplace in our daily lives over the past decade, it's vital to revisit communication etiquette. For this purpose, keep the 7 Cs of Communication in mind. They are:
- Clarity - is your goal clear in the message?
- Completeness - have you communicated all the pertinent information?
- Conciseness - is it short and sweet?
- Concreteness - is it specific and confident?
- Correctness - is it grammatically sound?
- Considerate - is it polite and well-meaning?
Being clear and concise is essential when sending an SMS campaign, as your space is limited. The last thing you want is for people without data to miss out on your full message because of the word count or for people to unsubscribe because they receive numerous messages.
Choose the Right Timing
Timing is everything when it comes to scheduling an SMS campaign. First, you want to be sure that your message will be received and noticed. Second, you don't want to risk disrupting anyone's sleep and causing backlash.
Consider your niche and how their day might look. It's common to send SMS campaigns in the middle of the morning (from 9:00-11:00 AM) or the middle of the afternoon (2:00-4:00 PM). The idea is that these tend to be periods of downtime while your audience is wishing for a distraction.
SMS campaigns are also usually a last-minute type notification that requires immediate action. For example, the day a sale ends. There are a lot of moving parts when considering the timing. Don't hesitate to try some A/B testing with your first few campaigns.
Don't Overdo It
A good SMS campaign is a one-and-done. If you text repeatedly, you're more likely to receive unsubscribes than conversions. When a customer gives you their phone number, they're trusting you not to abuse it.
Know the Regulatory
There are rules in place about what you must include in your SMS campaign. These vary from region to region, but it's best to take a global approach.
One thing that sets SMS campaigns apart is that you must have confirmed opt-in to be able to send a text while remaining compliant. You must also provide an easy opt-out option that's highlighted in your campaign messages. Take time to read about the regulatory requirements and consult with your SMS marketing platform provider.
Use Customer Segmentation
Using customer segmentation is the best way to create a high conversion rate, and limit your text blasts. By using segmentation, you ensure that people receive texts that are relevant to them. Use everything from location stamps to purchase history to drive your segmented campaigns.
Perfect Your CTA
Having a strong CTA is a must when launching an SMS campaign. Use terms like:
- Text this number now
- Click here
- Reply with "phrase"
- Buy now
- Show this text at checkout
- Use promo code "x" at checkout
Having a clear CTA adds to the clarity of the message and tells customers what they should do next.
Analyze and Adapt
Finally, use the analytics from your campaign as an opportunity to learn and adapt. With these eight tips, you can create an effective SMS marketing campaign to take your business into the future.