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How can you use SMS marketing without being intrusive?

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SMS marketing is a powerful way to connect with your customers and increase your brand awareness, loyalty, and sales. But it can also backfire if you don't respect your audience's preferences, privacy, and consent. How can you use SMS marketing without being intrusive and annoying your potential and existing customers? Here are some tips to help you craft effective and respectful SMS campaigns.

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1 Know the rules

Before you start sending SMS messages to your customers, make sure you understand the legal and ethical guidelines that apply to your industry and location. For example, in the US, you need to comply with the Telephone Consumer Protection Act (TCPA) and the CAN-SPAM Act, which require you to obtain written consent from your recipients, provide clear opt-out instructions, and identify yourself as the sender. Violating these rules can result in hefty fines and damage your reputation.

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Lis Guissella Gutarra M (She/Her)

Candidato a Magister en Marketing @Uchile| Customer experience (CX) | inteligencia de clientes | Mejora continúa | procesos| Disrupción digital (Cambridge Executive Program )
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Hacks cuando ya son clientes. En este etapa tenemos la oportunidad de preguntar al cliente qué medio es preferido para él o ella, ya que puedes enviar un SMS por texto y el cliente no lo lee por desconfianza, y él o ella pueda preferir el envio del mensaje o comunicación por What'sApp o correo, etc.

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2 Segment your audience

Not all customers are the same, and not all of them want to receive the same type of SMS messages from you. To avoid sending irrelevant or unwanted messages, you need to segment your audience based on criteria such as demographics, behavior, preferences, and purchase history. This way, you can tailor your SMS content and frequency to each segment and deliver more personalized and valuable messages that resonate with your customers.

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Frank Stallone

Turning deep research into traffic and leads for health and wellness brands.
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Segmenting your audience is table stakes. Software like Klaviyo make it trivial to segment your users based on all matter of criteria to ensure you're messaging to the right customers.

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3 Offer value and incentives

One of the main reasons why customers sign up for SMS marketing is to get exclusive offers, discounts, coupons, or rewards from your brand. Therefore, you need to make sure that your SMS messages provide real value and incentives for your customers, and not just spam them with generic or promotional messages. For example, you can send them timely reminders about limited-time deals, flash sales, loyalty programs, or product launches that are relevant to their interests and needs.

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...B.L. Ochman

Brand strategy & content that sells; #GenerativeAI Training; #AI marketing strategy; podcast production & hosting I LET'S TALK about how I can help your brand grow.
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Consider using Geo Fencing - in which customers/prospects would get a message, with a coupon or other valuable perk, when they are nearby. Let's say, for example, that your client is Walmart and there's a Target across the street. Geo fencing will let you know when you're customer's been to Walmart and can be programmed to suggest that they visit Target while they're so close. Note that giving permission to receive texts does NOT mean you can send them every day or, as in the case of some retailers, several times a day. That just leads to junk folders and being blocked.

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4 Respect the timing and frequency

Another key factor that can make or break your SMS marketing is the timing and frequency of your messages. You don't want to send SMS messages at odd hours, such as late at night or early in the morning, when your customers are likely to be asleep or busy. You also don't want to send too many messages that can overwhelm or annoy your customers and make them opt out. The best practice is to ask your customers when and how often they want to receive SMS messages from you, and stick to their preferences.

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5 Encourage engagement and feedback

SMS marketing is not a one-way communication channel. You want to encourage your customers to engage and interact with your brand through SMS messages, and get their feedback and opinions. For example, you can use SMS messages to ask your customers for reviews, ratings, testimonials, or referrals. You can also use SMS messages to conduct surveys, polls, quizzes, or contests that can increase customer satisfaction and loyalty. And of course, you should always respond to your customers' questions, comments, or complaints promptly and professionally.

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6 Test and measure your results

Finally, you need to test and measure the results of your SMS marketing campaigns to see what works and what doesn't. You can use various metrics, such as open rates, click-through rates, conversion rates, opt-out rates, or return on investment (ROI) to evaluate the effectiveness and efficiency of your SMS messages. You can also use A/B testing to compare different versions of your SMS messages and see which one performs better. By testing and measuring your results, you can optimize your SMS marketing strategy and improve your customer relationships.

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Frank Stallone

Turning deep research into traffic and leads for health and wellness brands.
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Test, measure, and be honest. If you get it wrong, apologize. There is no wrong or right way. Some audiences will want more frequency, others less. Being honest about your process allows your customers to see you do care and will do better over time.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Insha Manzoor Khan

Marketer by Passion || Group Product Manager by Profession ~ Boosting Brands Visibility, Impact & ROI
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SMS marketing can be intrusive, so it's important to follow best practices: - Get consent - Send relevant messages - Send at a good/appropriate time: The best time to send SMS marketing messages is between 1pm - 5pm. - Don't overload customers with unnecessary texts

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How can you use SMS marketing without being intrusive?

1

2

3

4

5

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1 Know the rules

2 Segment your audience

3 Offer value and incentives

4 Respect the timing and frequency

5 Encourage engagement and feedback

6 Test and measure your results

7 Here’s what else to consider

Brand Strategy

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How can you use SMS marketing without being intrusive?

1

2

3

4

5

6

7

1 Know the rules

2 Segment your audience

3 Offer value and incentives

4 Respect the timing and frequency

5 Encourage engagement and feedback

6 Test and measure your results

7 Here’s what else to consider

Brand Strategy

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