SMS Marketing: Best Practices
Thinking about SMS marketing for your business? These tips and best practices will help you plan your next texting campaign and increase customer engagement.
Consumer behaviour has evolved, forcing businesses to engage with customers through multiple channels. To grab attention quickly, SMS messaging gives the best results with high open rates reported at almost 98% and 90% of messages read within 3 minutes! Knowing these best practices and SMS marketing guidelines will help you succeed with your mobile marketing strategy.
To begin, consider these marketing guidelines as you plan your business texting strategy:
- SMS messaging should add value to your customer
- Messages must be relevant and meet your customer’s needs
- Timing of messages is key to engagement
Next, use the following best practices to implement SMS messaging and help you get it right:
Get permission
SMS marketing is permission based so seek permission from your customers with an easy opt-in option when you request their phone number. Clearly state what type of automated text messages (e.g. specials, coupons) will be sent, and make it easy for them to opt-out by allowing them to text ‘STOP’ to any message.
Keep your message short and simple
SMS text messages have a 160-character limit, so craft your message keeping it focused and simple. Use easy to understand sentences and simple vocabulary, avoiding slang and abbreviations. You can include a link to allow your customers to get more information if needed.
Have a clear call-to-action
Include a strong call-to-action statement as part of your message with instructions so that the customer knows what to do next and how to do it. This is key to any SMS message as it captures the customer’s attention, informs them and prompts action. Including a sense of urgency with the statement makes for an effective call-to-action trigger.
Call-to-action examples include:
- Subscribe Now
- Join Free
- Shop Now
- Get Your Coupon
- Get Quote
Identify yourself and personalise your message
Remember SMS marketing is about engaging with your customer. Clearly identify your brand, so they understand the context of the message and get their attention. Personalising your message with the customer’s name whenever possible contributes to building and maintaining the client relationship.
Manage timing and frequency of messages
Schedule the timing and frequency of messages according to the content and relevancy of the information. Overuse will not add value to customers and could result in high opt-out rates. Schedule delivery of messages during business hours in order to initiate immediate action and add real-time value.
Use a scheduled text messaging tool
Execute your marketing campaign using an automated text messaging platform like Main Street Contact to help you get it right from the beginning. Using a texting business tool will ensure better customer engagement and give you the benefit of being able to track, measure and adapt to your customer’s needs and behaviour on an ongoing basis.