SMS marketing or text messaging marketing is one of the most efficient ways to engage customers, grab their attention, and gain their loyalty. To support this claim, below are just a few interesting data points:
98% of SMS messages are opened and read
90% of text messages are read within 3 minutes
10X higher redemption rate of mobile coupons vs. printed coupons
Knowing all this, it might seem easy to use best SMS for marketing purposes. But, communicating effectively via SMS takes quite a bit of effort. But, like any other marketing activity, SMS marketing has its own rules and good and bad practices.
Here are the top 5 Do’s and 5 Don’ts of SMS marketing.
5 DO’s are:
- Call-to-action SMS messages are short. Just 160 characters long. One of the best ways to craft an effective message is to use the “5 W’s and one H” of journalism – Who, What, Where, When, Why & How. The last W (Why) and the H (How) are the best foundation for your call-to-action (CTA). You’re telling customers what to do after they read your SMS marketing message. Example: WHY – to get your coupon; HOW – by text messaging the keyword to a shortcode.
- Be brief
As mentioned above, SMS is a short form. You must be focused and skillful to write short, yet effective SMS marketing message to grab your customers’ attention. The best way to do this is by applying the KISS principle: Keep it Short and Simple.
- Start with an attention grabber
One more tip related to only 160 characters to play with. You must use each character smartly! This is the reason why you must find something effective that will engage your customers and immediately grab their attention. Start your SMS marketing message with an attention grabber – one or a couple of words in capitals. Example: “NEWS,” “SALE” or “SPECIAL OFFER.”
- Make your customers feel like VIPs
SMS marketing is permission-based. You’re not allowed to contact people without their permission. So, the audience that permitted you to market to them, expects to receive valuable information from you. Furthermore, they expect to feel special. Reward their loyalty by making them feel like a part of an exclusive VIP club – offer them value, special offers, exclusive discounts, etc. that aren’t available elsewhere.
- Timing is everything
SMS is very personal. It lands directly into customers’ hands so you must consider the times of day when it is most appropriate to send your marketing messages. It is crucial to choose the right time. Simply, try walking in your customers’ shoes – would you like to receive promotional messages late at night, very early in the morning, or during the rush hour? Of course not! To quote Confucius: “What you do not want to be done to yourself, do not do to others.”
5 Don’ts are:
- Don’t bombard customers with messages
Timing is crucial, but the frequency is equally important. Never send messages just to say you’re sending something. If you don’t have anything useful to say or offer, simply stay silent. Your SMS marketing messages must deliver value and a real-time benefit to those who opted in for your best SMS communication. Otherwise, you’ll just annoy people and eventually start losing subscribers. Remember, less is more!
- Avoid text slang and abbreviations
Although you have just 160 characters to work with, text abbreviations are risky to use in business communication. The same applies to text slang. Remember, not everyone understands text messaging abbreviations and slang. Although it might seem smart to take advantage of the limited space in a more rational way, you’re risking confusing your customers. You can even disable them so they can understand your message correctly. If your audience has no idea what you’re talking about, they will simply ignore the message, or even worse, decide to unsubscribe. Professionalism in SMS marketing communication has to stay on a certain level. Furthermore, unprofessional language can harm the perception of your brand.
- Don’t forget a call-to-action
As already explained that CTA is a huge must, not only in SMS marketing communication but in marketing and advertising in general. People simply like to be told what to do after they’ve seen certain marketing messages. If you don’t tell them what their next action should be after they’ve read your marketing content, your message has no point at all. Don’t leave your customers confused or expect them to figure out on their own what to do. Just, tell them!
- Don’t try to sell – ALWAYS – don’t get the MYOPIA
Now, imagine a majority of them being a sales pitch? As many are. The consumer market is over-saturated with marketing messages. Have this in mind when planning your best SMS marketing campaign. It is legitimate that you want to sell more products/services, but you must have boundaries. Remember, you are speaking to people, after all. Don’t forget to take a more personal and human approach when communicating with your audience. They will appreciate it much more than if you’re just pitching to them.
- Don’t forget to distinguish yourself
As in any other situation in life, when you’re engaging with someone new, the first thing you do is introducing yourself. Why would SMS marketing communication be any different? Make sure your subscribers know whose text messaging them because this is of key importance for your brand recognition. Once you identify yourself to your audience, your best SMS immediately become relevant and engaging. Otherwise, if you text anonymously, your messages might be considered SPAM.
Do’s and Dont’s of SMS marketing are
ll known so if you followed them right, you refrain from failure.
To carry on a successful text messaging campaign is not easy at all, you have a list of Do’s and Dont’s while you go through the process. That’s why Broadnet Technologies is there to help you with your best SMS campaign right after you manage to settle one.
Broadnet Technologies is pleased to have its clients’ trust in its expertise as it wishes to refrain as much as possible from the mistakes that might be done while composing the best SMS campaign. SMS marketing helps businesses grow a million through its wide features and solutions, so it’s your time to grow as well.
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