Creating a successful SMS marketing campaign can be a difficult task when you consider mobile marketing is still relatively new in the ever-shifting digital landscape. And while SMS has been around for a long time, SMS marketing has never looked more appealing.
It’s one of those nifty little platforms that is often under-utilised and overlooked for the exact reason that makes it such a powerhouse. SMS requires basically no ad copy, design issues will never delay its implementation, it’s easy to track and measure, it’s cheap and is trusted by most mobile users.
Here are some guidelines to help you create a successful SMS marketing campaign for your business.
1. The value proposition
This is number one on the list, and it is by far the most important. If you’re thinking, ‘Well isn’t that obvious?’ you’d be right. But it needs to be said. When sending an SMS to your customers, remember this: you are inviting yourself into people’s personal space. So remember to make your customers’ choice to ‘opt-in’ worth their time:
- Hold a contest with a prize for the winner
- Do a giveaway
- Offer an exclusive and exciting deal
2. Keep it personal
If you’re going to invite yourself into someone’s private space then, make sure that the way in which you communicate with that person is conversational and personal. You want your customers to look upon your business as they might a trusted friend, not as some faceless entity that treats them like another number. Keep your messages short and sweet. Here’s an example of what we mean: ‘Hi, Sam. Thank you for visiting. We look forward to seeing you again soon. Next time you’re in, show this MSG to receive 20% off your next purchase.’
3. Consistency saved the cat
If curiosity killed the cat, consistency is what brought it back to life. First of all, at the time someone chooses to opt in, you want them to know what they’re opting in to. Having a sentence like ‘Enter your mobile number to receive exclusive updates about new products, clearance sales, and giveaways’ is a great way to make clear what people can expect to receive from you at the time they give you their personal information.
4. An integrated mobile experience
It is important to understand that an SMS campaign doesn’t exist in isolation from the rest of your mobile marketing efforts (or indeed your general marketing efforts). Clickable WAP links embedded into an SMS make directing your customers to the right place easy. That being said, if you’re going to direct people to your site, make sure your site is responsive, i.e. mobile friendly.
5. Creating a sense of urgency
Even if you’ve sent out an SMS that is friendly, well phrased, personal, and of great value, there’s no guarantee your customer will actually follow through. Maximise your chances of getting people to do what you want them to do by creating a sense of urgency. If you’re offering a discount coupon, for example, make sure to clearly state that the offer’s only good for a week.
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