SMS marketing transmits offers and valuable content to customers via
text message. A few simple strategies will ensure that customers opt in
to SMS for the long term.
Short Message Service marketing, or
SMS marketing, involves using text messages to transmit content or
offers to customers. This low-cost, high-return marketing method will
provide an effective platform for reaching mobile customers when
utilized effectively. Customers will appreciate SMS marketing when
companies follow a few simple guidelines.
Full Disclosure
When customers opt in to SMS from a company, they should know
immediately approximately how many messages they will receive and how to
opt out if they choose. Businesses can make it easy for customers to
opt in by creating a single keyword that will link customers to a mobile
messaging list. However, businesses should take great care with the
information that they acquire from customers. No mobile messaging list
should ever be sold to another business or another party.
Build Customer Relationships
SMS can deliver promotions, sales information and new product
information to customers on a regular basis. When customers patron a
business, the business can send them coupons via SMS as a reward for
their loyalty. To further personalize the customer experience,
businesses should tailor the messages to a specific store or location.
Also, not every customer needs to receive every text message that the
company sends out.
Link SMS With Other Advertising Strategies
In addition to providing mobile keywords to allow customers to opt in
to a mobile messaging list, companies should create opt-in points on
social media sites, like Facebook pages or Twitter feeds. All print
advertising should also feature opportunities for customers to sign up
for SMS. Companies may add SMS information to business cards, email
signatures and blogs in order to reach the highest number of customers
with their text messaging opt-in opportunities.
Send Timely Messages
Ensuring that SMS is timely depends on a company's knowledge of its
customers. Companies, for instance, need to know which time of day to
send text messages in order to generate the best responses. So that the
market does not become saturated, companies should send a limited number
of text messages. Limiting the number of messages and enclosing limited
time offers in the messages will heighten customer anticipation and
increase conversion rates.
Adapt To the Medium
Marketers will have 160 characters with which to get their message
across. Using standard abbreviations is acceptable when the message will
not otherwise fit, but companies should draw the line at informal
language like slang or off-color material. Making snarky comments or
using double entendre will give customers an impression that the
business is unprofessional. Companies should front the message with
words like "coupon" or "sweepstakes" that tell customers exactly what
the message conveys. All messages should include the business name and
contact information so that important information is not mistaken for
spam.
SMS marketing provides a low-tech, low-cost way to
connect customers with important content and enticing values. When tied
in with other aspects of the company's marketing strategy, SMS will
provide a crucial platform for regular customer contact. Considering its
ease of use and high redemption rate, companies must incorporate some
form of SMS into their mobile marketing strategy.