A Guide To SMS Marketing: What You Need To Know
24 MarIntroduction
For most people, their mobile phone is an extension of themselves. Everyone reading this likely has one within arm’s reach. This SMS marketing guide will give you all the essential information you need to know before making a final decision.
With over 6.71 billion people already using mobile phones globally, it’s undeniable that this is one of the most potent avenues for businesses to spread their message.
SMS marketing, or text message marketing, allows enterprises to connect directly, personally, and timely with their target audience. Through this guide, we will explore the intricacies and details, from fundamental concepts to advanced strategies.
Understanding the Meaning of SMS Marketing
SMS marketing is also known as text marketing. It is a form of mobile marketing that involves sending promotional or transactional messages to customers and prospects via Short Message Service (SMS). Business leaders utilize it to deliver a variety of messages, including promotional offers, discounts, appointment reminders, shipping notifications, and more.
This category of marketing offers a distinct advantage over other digital marketing channels. Consider this: SMS marketing boasts an impressive 98% average open rate, a stark contrast to email’s 20% open rate. The intended recipient is far more likely to see your message.
Furthermore, it does have a higher click-through rate, with 9.18% compared to email’s 2.5%. These statistics demonstrate its effectiveness as a communication channel.
You can inform customers about time-sensitive promotions, announce new product releases, or provide crucial transactional information. Let’s dive into more details, shall we?
What Are the Types of Sms Marketing Campaigns
SMS marketing campaigns can take various forms, each can achieve specific objectives.
Promotional
These campaigns aim to generate interest in a product or service by offering incentives such as discounts, coupons, or special offers. “Everyone loves an incentive,” as the saying goes, and you can see this in compelling calls to action (CTAs) to drive engagement and sales.
For example, a fashion brand might send a text message with a personalized coupon code and a direct link to their online store.
Transactional
These messages are a response to a specific event or action, providing customers with timely and relevant information. Examples include order confirmations, shipping notifications, appointment reminders, and password resets.
Conversational
This involves two-way communication, mimicking human conversations with automated back-and-forth responses between the brand and the customer. Conversational SMS utilizes natural language processing to create lifelike digital interactions, combining human agents and automated texts.
Why Is It a Must-Have in Your Arsenal
“Think of SMS marketing as a sleek cheetah, swiftly cutting through the noise of emails and social media to deliver your message directly into your customers’ hands.”
With the number of smartphone users projected to reach 7.3 billion by 2026, SMS marketing offers unparalleled reach. Coming across these statistics really makes you think about how this strategy can take brand image to the next level.
Reach Customers Faster
SMS delivers time-sensitive information with exceptional speed. Did you know? Within three minutes of receipt, a staggering 95% of text messages are opened, making it ideal for disseminating urgent updates or limited-time offers.
Increase Response Rates
It boasts significantly higher response rates compared to other channels. Customers are more likely to respond to a message on their mobile phone rather than an email. This indicates the power of SMS in driving engagement and action.
Complement Other Marketing Channels
You can use this to promote contests or sales on social media, increase email newsletter subscriptions, or remind customers about upcoming events or webinars. The integration of multiple channels is what makes it even more powerful.
Build Customer Loyalty
By sending personalized messages and offers, SMS marketing can cultivate customer loyalty and make customers feel valued, increasing the likelihood of repeat business.
Balance Automation with Human Interaction
The point of automation is to improve content quality, and not restrict yourself to a single channel. Engage with your audience personally to forge strong relationships.
Increase Revenue
You notice an increase in traffic to your website or online business. It can promote special sales, events, and cart abandonment reminders, leveraging the accessibility of texts to enhance mobile commerce.
Enhanced Engagement
SMS marketing allows for direct and personalized communication, fostering stronger customer relationships and increasing engagement.
Setting Yourself Up for Success With Best Practices
It’s crucial to adhere to best practices to maximize the results and performance of campaigns. Let’s take a look at a few key principles you should know about.
Obtain Explicit Opt-In
Only send texts to individuals who have explicitly granted permission to receive them. Include an opt-in form on your website or other online channels, and send an initial confirmation text to new subscribers. Incorporating this initial confirmation is a must.
Provide Easy Opt-Out Options
Make it simple for customers to unsubscribe by including a clear opt-out option, such as replying “STOP” or “Unsubscribe” to the text message.
Identify Your Brand Early
Identify your brand at the beginning of each message, especially when sending from an unknown number. This helps recipients understand who is contacting them and increases message receptiveness.
Keep Messages Concise and to the Point
Adhere to the 160-character limit, eliminating unnecessary content to maximize open rates and clicks. A typical framework includes the company name, customer name, enticing offer, opt-in conditions, a strong CTA, and an opt-out option. You can use shortened links for additional information.
Create a Consistent SMS Marketing Strategy
Maintain a regular sending schedule without overwhelming subscribers. Find the right balance to keep your brand relevant without becoming a nuisance.
Adhere to Privacy Laws and Regulations
Comply with regulations such as the Telephone Consumer Protection Act (TCPA) by obtaining express written consent, including your business name, providing clear terms and conditions, offering opt-out options, and respecting consumer privacy. One cannot emphasize enough, that legal compliance is pivotal.
Putting It All Together
In the world of digital marketing, nothing is complete without a strategy. Consistent planning, monitoring, and improvements lead to optimal results.
Send Welcome Messages to New Subscribers
Engage with customers immediately after subscribing to your SMS marketing campaign. A simple “Thank you for subscribing!” message, possibly including a coupon code or special offer, can set a positive tone for future interactions.
Announce New Product Releases
Generate excitement and re-engage customers by announcing new product releases via SMS. Include a link to your store or website to drive traffic and encourage customers to explore your latest offerings.
Follow Up on Abandoned Shopping Carts
Recover lost revenue by sending abandoned cart messages to customers who have left items in their online shopping carts.
Inform Customers When Products Are Back in Stock
Enhance customer satisfaction by notifying them when desired items are back in stock. You can also use this opportunity to alert customers about similar or related products that may be on sale.
Collect Customer Feedback
Utilize SMS surveys to gather customer feedback quickly and easily. You can use tools like Google Forms or SurveyMonkey to create short surveys and send the link via SMS, or ask customers to reply with a rating and follow up to address areas for improvement.
Provide Text-Based Customer Service
Offer convenient customer service via text messaging, particularly for businesses with a mobile workforce. Customers can easily send a text message to get in touch, saving time and minimizing disruption. An example of this is U-Haul, which allows customers to check in and out via text.
Ask for Product or Service Reviews
Gather feedback on your service or staff by using SMS marketing services to collect reviews. Encourage customers to share their experiences and opinions, and display these reviews on your website, social media pages, and phone messages to build trust and credibility.
Promote Online and In-Person Events
Generate excitement and engagement for upcoming events by promoting them through SMS marketing. Include essential details such as the date, time, location, a CTA, a link to your website or event page, details about what attendees can expect, and relevant hashtags and emojis. Limited spots mean you must add an RSVP link.
Start a VIP Program
Foster customer loyalty by creating a VIP program that offers exclusive benefits such as VIP-only discounts, early access to sales and new products, and other perks.
Promote your VIP program through SMS messages, social media, your website, or in-store. Use the right kind of service to send relevant messages to different groups within your target audience and increase your conversion rate.
SMS Marketing Software Tools to Streamline Your Campaigns
To simplify and optimize your SMS marketing strategy, consider using a suitable software. Experiment, research, compare, and then make a decision. Check out these options, and don’t go with the first name.
Attentive: A highly regarded SMS marketing software known for its intuitive interface and personalized messaging capabilities. It integrates with email subscriber lists to facilitate targeted messaging for diverse groups.
SlickText: This platform offers a global API platform for seamless integration with existing software, providing core features such as text message scheduling, two-way text messaging, and analytics and tracking reports.
Klaviyo: It is an omnichannel platform with advanced automation and segmentation features, enabling you to target specific consumers based on preferences and behavior to increase conversions across multiple marketing channels.
Birdeye: Thi one stands out for its easy integration with social media platforms, allowing you to incorporate visual elements into your SMS marketing campaigns and extend your reach across multiple platforms.
TextMagic: TextMagic is a comprehensive solution for text marketing, offering tools for sending texts and providing valuable analytics and reports to monitor campaign performance.
ClickSend: This provides a web-to-SMS service, allowing you to communicate with customers in bulk via text message and set up automatic replies to save time.
Drip: The easy workflow builder simplifies the process of sending automatic messages for various purposes, such as seasonal sales, new product announcements, and limited-time deals.
Conclusion
To be happy in this world, first you need a cell phone and then you need an airplane. Then you're truly wireless.
Ted Turner
Notifying someone of a message in their inbox makes them pause, think, and then check. This is because nowadays, SMS is the most personal way to connect with a customer. Plus, it plays a prominent role in magnifying a brand’s local presence.
Cell phones are not even the future, they are your present. This SMS marketing guide reminds us there are so many avenues, ideas, and concepts to explore in this niche. At the same time, an SMS text just feels more natural. As a brand, you should be able to use that to your advantage.
FAQs
Check out this list of frequently asked questions.
What is required in SMS marketing?
SMS marketing requires explicit opt-in consent, a reliable platform, engaging content, and adherence to privacy laws like TCPA.
Businesses must also track performance and maintain a mobile-friendly experience.
How much should I charge for SMS marketing?
Pricing in the USA depends on services offered, target market, and experience, often ranging from per-message costs to monthly retainers based on value and market rates.
Factors like gateway fees and local competition influence the final pricing.
How does SMS marketing work?
Imagine being able to plan out all your social media posts for the week or even the month, and then having them automatically go live at the best times.
The content reaches your audience when they’re most active.
Do you need consent for SMS marketing?
It works by businesses sending text messages to their customers and prospects who have opted-in to receive them.
Using an SMS marketing platform or service, businesses create and schedule messages containing promotions, updates, reminders, or other relevant information, which are then delivered directly to recipients’ mobile phones.
What are the SMS marketing laws in USA?
In the USA, SMS marketing is primarily governed by the Telephone Consumer Protection Act (TCPA), which mandates prior express written consent for marketing messages, along with clear opt-out mechanisms and sender identification.
Businesses must also comply with the CAN-SPAM Act and state-specific regulations.
