The following is a guest contributed post from Matthew Winters, CEO at Veoo.
SMS message marketing has become an increasingly popular communication channel. If you haven’t tried this yet, it may be because you have the wrong idea about SMS marketing. When used properly, SMS marketing allows for extremely precise targeting, and can be an effective tool to reach an elusive but lucrative demographic: the younger generation. If in doubt, just take a look at the stats:
- 90% of mobile phones are SMS-capable
- The open rate of text promotions/offers is a whopping 98%
- 8% of all texts are read within three minutes of being received
Granted, just because a message is opened and read, it doesn’t mean that your consumer is going to convert. To achieve success you have to be very particular about where these messages are going and how often you’re sending them to potential customers. If executed correctly SMS marketing has the potential to grow your business.
Here are 6 top tips to bear in mind when setting out to create an SMS campaign:
- Be Clear and Concise
When it comes to the content of your messages you want to ensure you are clear and to the point. Any message that is over 160 characters will be broken up by the phone company into multiple texts, which could cause a variety of problems including making the entire message undeliverable and incurring extra fees for the business owner.
Make sure you include a call to action (CTA) so readers know what is expected of them and what steps they need to take next. A phone number or URL are great examples of effective CTAs.
Avoid slang, but be creative; you’re not the only business using SMS marketing so you want to make sure your texts stand out.
- It’s All About Timing
You definitely don’t want to send messages too early or late in the day, but you do need to make sure that you are giving your customers enough time to act on your message. After all, no one wants to receive a coupon after they’ve already made a purchase; consider writing the message in advance then sending it later.
Also, be sure to think about the frequency of your messages. You don’t want to overload consumers with messages so they get annoyed and start to ignore, or worse, delete them upon receipt. Most businesses we work with only send one text per week, some even as little as one every two weeks, and still get quite a few bites.
- Variety is Key
Always make sure you’re updating your messages. Unlike other tactics where you can send the same message twice (social networks primarily), you should never send someone the same text message twice. Change things up to keep it interesting.