SMS marketing has become a crucial channel for businesses. Here are seven best practices to help you use it effectively.
Did you know the average person spends about 36 minutes daily texting or calling on their smartphone? While casual texting is effortless, marketing texts require more thought. The nature of SMS makes it one of the more interruptive ways to reach consumers because people generally feel compelled to read text messages. According to the 2020 Mobile Consumer Engagement report by Sinch, while 2 in 5 consumers have more than 50 unread emails, only around 2 in 50 have more than 50 unread texts. This high open rate underscores the importance of getting your SMS marketing strategy right, as it reflects higher stakes in communication.
1. Comply with Industry Guidelines
Industry rules can vary depending on the country or state you are targeting, but some fundamental principles apply universally. Firstly, always ask for explicit permission before sending any text messages. This can be done through a sign-up or subscription form, and it’s crucial to keep evidence that your customers have opted in to receive SMS marketing. Ensure your sign-up CTAs are clear so consumers understand what they’ll receive and the expected frequency of messages. Every text message should include your company name to identify it as a marketing communication, as well as information on how to opt-out, such as replying with “STOP” or including an unsubscribe link. Additionally, sending messages during business hours—typically between 8 AM and 9 PM local time—is recommended for the best response, with mid-morning to mid-afternoon being the peak times. Always stay updated on the relevant legislation in the region you’re sending messages to, ensuring you remain compliant and respectful of your audience’s preferences.
2. Use SMS for Important and Immediate Messages
The most effective SMS marketing campaigns are those that consistently offer significant value to recipients. Texts should be used for time-sensitive information like flash sale announcements or critical updates, which can strengthen the relationship between consumers and your brand. Adding an element of exclusivity by offering SMS-only coupons or free shipping incentives can be a great way to entice sign-ups and keep subscribers engaged. Every message should include a clear call-to-action (CTA) that shows the benefits of being on your list. For instance, a message might read, “Dressbarn: BIG CLEARANCE SALE! Shop in the next 11 hours & get up to 80% OFF sales items with code CLR280! [link]”. This not only informs subscribers of a significant offer but also instills a sense of urgency, prompting immediate action.
3. Watch Your Send Frequency
Determining the right frequency for sending SMS campaigns is crucial to maintaining a positive relationship with your audience. The general recommendation is to start with one message per week and adjust based on the response and engagement levels. If you have a deep understanding of your target audience, you might experiment with a higher send frequency, but it’s essential to avoid being too spammy. Research from Upland shows a notable increase in unsubscribe rates when brands send more than 10-15 messages a month. Each message should be valuable enough to warrant an immediate read; otherwise, you risk losing the trust your consumers placed in you by sharing their phone numbers. Timing is also important—generally, 8:00 AM to 9:00 PM is optimal, with peak engagement times being mid-morning to mid-afternoon. Sundays typically see lower engagement, so unless you have a compelling reason, it’s better to wait until a more opportune time.
4. Be Concise Without Sacrificing Clarity
Crafting clear and concise messages within the 160-character limit of SMS can be challenging, but it’s crucial for effective communication. Avoid using excessive abbreviations or text speak, as these can make your messages look unprofessional and harder to read. For example, rather than saying, “24 PC,” spell out “24-piece” to ensure clarity. Start your messages with something exciting to grab attention immediately. Phrases like “4 hours only!” or “LAST CALL” can create a sense of urgency. Highlighting attractive offers such as “BOGO” or “50% off” can also capture interest quickly. While the space is limited, taking the time to craft the perfect message is essential, as well-done texts can significantly enhance engagement and conversion rates.
5. Lean Into the Conversational Tone
Your text message marketing should respect the medium’s primary purpose: conversation. Messages should feel like they are part of a dialogue rather than a broadcast. Personalization and segmentation are key strategies to achieve this, allowing you to send messages that reflect the individual interests and behaviors of your customers. Write messages that sound natural and engaging, as if you are speaking to one person rather than a large audience. For example, a message from bebe that reads, “bebe: Happy NYE, gorge! Use code: TAKE50 to save even more on sale styles you love. Exclusions apply. Shop Now > link” feels personal and conversational, which helps build a stronger connection with the recipient. In contrast, messages that appear too automated or impersonal can quickly lead to disengagement.
6. Use SMS as Part of an Omnichannel Strategy
Integrating SMS with other marketing efforts can amplify its effectiveness. Combining SMS with email, social media, and other tools can help create a cohesive and comprehensive marketing strategy. If you have a Customer Experience (CX) or Customer Relationship Management (CRM) system, connecting it to your SMS marketing software can provide valuable insights and enhance your campaigns. Lessons learned from other customer interactions can inform your SMS strategy, and vice versa. An effective omnichannel approach ensures that you are using the right medium for the right message, leveraging the strengths of each channel. For instance, while SMS is great for urgent updates and exclusive offers, email might be better suited for more detailed communications. This strategic integration can lead to better overall engagement and customer satisfaction.
7. Test, Test, Test!
As with any marketing channel, testing is crucial for success in SMS marketing. While marketers may have hypotheses about what will work best, the only way to confirm these is through rigorous testing. Experiment with different types of offers, message lengths, send times, and other variables to see what resonates most with your audience. Testing allows you to learn about your audience’s preferences and behaviors, leading to more effective and targeted campaigns. Continuously analyzing the results of your tests will help refine your strategy and improve your SMS marketing efforts over time.
Conclusion
SMS marketing, when done right, can be a powerful tool for engaging with your audience. By adhering to industry guidelines, using SMS for urgent and important messages, carefully managing your send frequency, ensuring clarity, maintaining a conversational tone, integrating with other marketing channels, and continuously testing, you can make your SMS marketing efforts successful. There is no one-size-fits-all solution, but by applying these best practices, you can create a compelling and effective SMS marketing strategy that resonates with your audience and drives results.
