Text message marketing has been extremely popular for many companies over the last few years, but some still haven’t jumped on the SMS bandwagon. In most cases, this is because companies have the wrong idea about text message marketing. Although it may seem like a way to spam your customers via a different avenue than the Internet, it can actually be extremely targeted and can help you reach those who will really respond to this type of marketing—the younger generation.
A Few Cool Facts about Text Message Marketing
Text message marketing is often referred to as SMS, or short messaging service, strategy. The reason that this tactic can be so influential for your business is because of the success of text message. Consider a few of these cool facts reported from iMedia Connection:
- SMS is the only mobile app that is compatible with 99.9 percent of all mobile phones.
- It’s the most widely accessible marketing tool, outdoing email for 18-24 year olds.
- Global SMS messaging will break 8 trillion by the end of 2012.
- According to Mashable, 98% of mobile messages are opened, which is quite a bit when compared to the 84% of Facebook stories that aren’t viewed, the 71% of tweets that are ignored, and the 88% of emails that are never opened.
- 6.4 billion text messages are sent every day.
With a 98% track record for messages actually read, SMS seems like a great deal. However, just because a message is opened and read, it does not mean that your consumer is going to convert. In other words, you have to be very particular about where these messages are going and how often you’re sending them to potential customers.
The Ins and Outs of Text Message Marketing
As discussed above, SMS marketing has the potential to greatly grow your business if done correctly. Below lists several things you need to keep in mind when you set out to create an SMS campaign:
1. Contacts – SMS would not be successful if you didn’t have anyone to receive your messages. The best thing you can do is give your customers the choice to receive your messages by asking them during a subscription process online or asking them to text a certain term to your company number. Finally, be sure that you tell them exactly what they can expect from your messages. In the end asking permission will help ensure that your messages are going to people who are interested and not annoyed.
2. Be Clear and Brief – When it comes to the content of your messages, you want to make sure you avoid any slang terms and you get straight to the point. Have a call to action so that your receivers know exactly what they need to do next. There are only 160 characters on the first page, and anything more than one page will annoy readers as well as cost you a fortune, so be creative.
3. Timing Is Everything – You of course don’t want to be sending messages too late or too early in the day, but you also need to make sure that you are giving your customers enough time to act on your message. Consider writing the message first and then sending it later so that you’re not in a hurry. You also want to consider the frequency of your messages. Some companies only have one every two weeks and still get quite a few bites.
4. Offer Variety – Always make sure that you’re updating your messages. Unlike other tactics where you can send the same message twice (social networks primarily), you should never send someone the same text message twice. Make sure you’re always changing up you message and keeping things interesting.
5. Watch Your Database – Mobile phone numbers get changed and deleted all the time, so it’s important you’re always checking to make sure you’re sending your messages to the people you think you are. This happens more often than companies realize!
6. Have an Opt-Out Option – By law in the U.S., you have to let people know how they can stop receiving your messages. In most cases, you can just put directions in your message. Something like “text STOP to opt-out” works great.
It’s also very important that you monitor and analyze all of your results so that you make sure you’re sending the most relevant information to a relevant audience. You can use tools such as TextBoard to help.
Do you have a text message marketing strategy? What are some tips or things that have worked for you in the past? Let us know your thoughts in the comments below!
