What are some effective SMS user behavior strategies for mobile communications?

As a firm believer in the power of empathy in marketing, I place understanding the customer as an important and perhaps the most crucial step toward building an empathetic SMS marketing strategy. Your audience expects more; they crave a connection. Understand them, respect their needs, value their privacy, and offer solutions that make their lives better. Brands that take the time to truly know their audience have the power to align their brand image with what their audience wants - a magical combination to fuel engagement and ultimately, profit. It is important not only to track the information but also to put the data to good use. AI and CDPs now make it possible to collect, synthesize, analyze, and act on data like never before!

To be successful with SMS, define your objectives based on providing a great customer experience! By design SMS is direct and very personal, meaning your messages must earn the right to be among a customer's chats with their closest friends and family! Otherwise, your messages won't be welcomed there for long. A simple shift in focus from customer acquisition to customer experience will result in sustainable growth and brand loyalty on top of the sale! ...and guess what!? "Success" is measured with the same metrics either way but with different results! I.e. Chasing high CTR and conversion rates can lead to overly repetitive marketing, while a deeper look at the same data can reveal how specific subscribers want to be engaged!

For those in the back: "Even with SMS consent, spam is spam! Make sure the content of every message is what your audience wants and expects." The latest marketing tech may not be accessible at first, but there is never an excuse for sending messages that users didn't know they consented to. Be upfront about the content your SMS program will send, have the content reflect your brand's voice/tone/image, and avoid outdated sales tactics and overly formal messages, but keep in mind that friendly does not mean unprofessional. No words in ALL CAPS except for HELP, STOP, and other keywords. Avoid textspeak - stick to well-known shorthand like etc, ETA, and N/A. Use content to strengthen consumer relationships first and the sale(s) will follow!

Common Misconceptions about SMS Delivery 1. One-Size-Fits-All Approach: Many brands mistakenly send the same SMS to all subscribers, leading to disengagement and high unsubscribe rates. Instead, segment your audience based on their opt-in source (e.g., Google lead forms, website, social media) to tailor content to their preferences. Facebook opt-ins may prefer promotions, Instagram followers like visual content, and website subscribers might focus on products. 2. No Right Answer: There's no universal strategy for SMS marketing. Success requires understanding your audience through trial and error, monitoring analytics, and adjusting based on data insights. Continuous refinement is key to effective SMS campaigns.

As marketing methodologies evolve, the focus has shifted towards hyper-personalization and hyper-security/data protection. In today's competitive market, brands must ensure their strategies prioritize data security and communicate with subscribers where, when, and how they prefer. !! Forcing SMS opt-ins on consumers who seldom use SMS is ineffective !! Instead, brands should adopt omnichannel strategies, engaging customers on their preferred platforms. Innovative, customer-obsessed brands leveraging omnichannel marketing already reap significant benefits. As channels like IoT, RCS, and WhatsApp gain popularity, seamless integration and personalized communication will be crucial for brands to thrive in the AI era.

Final Considerations for Effective SMS Marketing 1. Embrace Innovation: Integrate AI and IoT to gain deeper insights and target more effectively. 2. Feedback and Adaptation: Regularly seek subscriber feedback to refine your SMS campaigns. 3. Balance Personalization and Privacy: Ensure data practices are transparent and secure while delivering personalized experiences. 4. Inclusivity in Design: Use neuroinclusive practices like plain language and accessible formats. 5. Omnichannel Synergy: Integrate SMS with email, social media, and web content for seamless communication and enhanced engagement. These strategies will strengthen your SMS marketing efforts and foster stronger customer relationships.