How to Actually Succeed with SMS Marketing

Billions of us use smart phones daily. Does that automatically mean SMS marketing is the most effective way to reach customers? It might be - if you’re using the right strategy. This guide shows you how to leverage SMS marketing while avoiding common pitfalls.?

What is SMS Marketing??

SMS marketing is when a business uses text messages to connect with customers and leads. It enhances customer service, builds brand awareness, and often drives conversions. Its high open rates and direct access to an audience make it appealing and a unique opportunity to reach customers on a different channel.?

The Benefits of SMS Marketing for Business Growth

SMS marketing offers companies a cost-effective and powerful way to engage audiences.

Here’s why:

• High open rates: With email and social media, you often have to wait longer for customers to actually see messages from your company. Text messages are more appealing because of the typically high open rates.?
• Direct communication: Messages are delivered to your customers immediately - great for time sensitive notices or promotions.
• Cost savings: SMS is an easy and affordable way for companies to engage with huge numbers of customers at once.?
• Personalization: Segment leads into different groups based on data.
• High conversion rates: Drive conversions, re-engage customers, and reduce cart abandonment.

SMS marketing likely complements your other marketing strategies, so you don’t have to reinvent the wheel.?

The Common Types of SMS Marketing Messages

Here are some of the most common ways businesses use SMS marketing:

Promotional messages: Generate interest for a product or service with special offers.

Transactional messages: These help to improve customer experiences. Send order confirmations, shipping updates, and appointment reminders.?

Conversational messages: Conversational and customer-service focused SMS marketing campaigns are a form of two-way SMS marketing.?

Drip campaigns: Create a series of messages to welcome new customers and share valuable information (especially during onboarding).

Survey and feedback messages: Gather insights from customers through surveys and polls. This is also a great way to collect testimonials.

SMS Marketing Best Practices?

To get the most out of your SMS marketing, follow these best practices:

1. Understand compliance: Industry standards, regulations, and guidelines like TCPA and 10DLC exist for a reason. Follow them.?
2. Cohorts and lists for campaigns: Try splitting your audience into relevant segments based on data like previous purchasing histories or demographics. Use their names, recommend relevant offers, and send messages at appropriate times.?
3. Leverage automation: Design and automate campaigns specifically tuned to the needs of segments in your target audience and schedule messages to arrive at the best time for each customer.?
4. Craft purposeful messages: Keep your texts concise and include a clear call to action or call to value.?
5. Track and optimize: The more data you gather, the more effectively you’ll be able to use your marketing budget. Combine insights into engagement and open rates and unsubscribe and subscriber rates, and of course, conversions.?

Getting Started with SMS Marketing?

Ready to launch? Here’s a quick guide.

Build your subscriber list: Consider a landing page, website pop-up, or contact form as an easy way to collect contact info. Offer a lead magnet as an incentive to sign-up. Organize customer data with a CRM.

Choose the right SMS marketing service: Prioritize security and compliance, essential features, and integrations with your existing tech stack. Analytics are also a plus.

Plan and launch your campaign: Make sure you’ve already registered your brand for 10DLC so your messages don’t get blocked. Be professional - but also - experiment. A/B test delivery times and frequencies. And definitely track key metrics.

SMS marketing doesn’t have to be complicated.

You do, however, have to be open to trying it, testing strategies, iterating and optimizing, and most importantly, learning - what worked and what didn’t. What would you keep in the campaign for round two and how would you handle things differently?

SMS marketing allows you to deliver messages that resonate with your audience, and if you’re using the right service, it also allows you to create conversations with your customers - it’s a two-way street.

If you’re going to talk the talk when it comes to customer engagement, that’s great. Just make sure you’re not the only one doing the talking. ??

Learn more about our SMS marketing services. We’re ready (for conversation) when you are.