SMS Marketing: Effective and Instantaneous
Ever hear your text-tone beep on your mobile phone, and realise that the text in question wasn’t from a friend or loved one, but rather a company you had placed an order with some months ago? Congratulations, you are the proud recipient of an SMS marketing message! While certainly not a new discipline, SMS marketing is an effective one with a high rate of response compared to direct email marketing. Since the advent of the smart phone and subsequently responsive web design, this form of marketing has really come into its own as it allows for a direct stream of visitors through to a website and instant enquiries or ecommerce conversions. In this article, we look at some best practice principles of SMS marketing and show how they can benefit your business.
SMS and CRM Marketing
Effective use of your CRM database is essential to make the most of SMS marketing. This means that your data needs to be fresh, and comprehensive enough to segregate. You need to be identifying customer sub-demographics and targeting your SMS campaigns at these smaller groups, rather than attempting to attack the entire database at once. By tailoring your text to a smaller group, the SMS is more likely to be interpreted positively by the recipients, rather than as a blatant and invasive attempt at marketing.
Keeping it Brief
You know all those hours you spent perfecting your Twitter social media marketing, getting click-throughs and conversions from a mere 140 characters? Well, great news, it’s a transferrable skill! An SMS marketing message should be short and to the point while still demonstrating personal relevance to the recipient. Getting to the point as quickly as possible is a good idea – avoid any form of introductory spiel.
Spamming in SMS marketing is considerably less forgivable than in email marketing. With direct email marketing, recipients can at least ignore an unwanted email with minimal inconvenience. If you start spamming someone’s phone, they won’t thank you for the constant text-tone distraction. Therefore, consider the impact of the message carefully before sending. Is it something people are likely to buy into, or are you just having a punt on people’s interest?
Timing is Everything
As with anything worthwhile in life, a good SMS campaign requires careful timing. Again, people’s phones are going to be beeping at them when you send out your message, so avoid early morning or late night sends. Although there isn’t a precise science behind people’s response rates, like most forms of direct marketing, SMS seems to do pretty well between 1pm and 7pm Tuesday-Thursday, so it may be worth sending in one of those time slots.
Don’t Use “Txt-spk”
Text speak is a definite no-no when it comes to SMS marketing. It makes your company seem unprofessional, and what’s worse, dated. The classic “I 1nt 2 tlk 2 u” text speak is actually a rapidly fading hangover from pre-smartphone days, and only people who had a mobile phone in the early 2000’s still use it out of habit. By including text speak in an SMS marketing communication, you are not only undermining your company’s professional image, you are presenting yourself as a false cliché caricature of how pre-teens communicate with their phones. So don’t do it!
Make it Easy to Purchase
This tip is aimed more at the ecommerce entrepreneur, but if you are encouraging people to buy from you via SMS, ensure you make it easy for them. Easily clickable links straight through to a responsive design website are a must. Additionally, ensure any discount codes you include are short and easy to remember.
Hopefully, this has given you a good idea of how to use SMS marketing effectively. However, it is still a wide and rapidly developing discipline: with the advent of MMS marketing and increasingly sophisticated analytics becoming available on an almost daily basis, this is an incredibly exciting field to research and master.
Are you confused and scared by the idea of SMS marketing? Do u rite lyk dis? Why not give greensplash a call on 01606 884 123 or email us at firstname.lastname@example.org to find out more about our SMS marketing services.