Let’s discuss SMS marketing, a powerful channel for reaching and engaging your customers. With a 98% open rate and a 9.18% click-through rate, it’s clear why businesses are using SMS to achieve their marketing goals. In today’s digital-first ecosystem, reaching your customers where they are, means being on mobile.
SMS marketing is a direct and immediate way to communicate with customers on mobile that garners high engagement. SMS can be used in different ways to engage audiences in a fast and very personal medium, so businesses can grow while adding value. For example:
- Shipping notifications: Alert customers when their order has shipped and when they can expect to receive it. This builds trust and a better customer experience.
- Appointment reminders: For businesses that provide services, send appointment reminders to customers. It is convenient for the audience and reduces the number of missed appointments.
- Promotional offers: Send exclusive offers and discounts to customers. This encourages repeat business, which in turn increases sales.
- Back-in-stock notification: Customers with their eye on an out-of-stock item would appreciate an alert that their item is back and ready for purchase.
- Crisis campaign updates: During a crisis, information helps keep audiences calm and builds trust.
- Abandoned cart reminders: For e-commerce businesses, send customers an SMS message reminding them about their cart and offering them a discount to complete their purchase.
SMS can be used in a myriad of ways to add value to audiences on a business’s behalf. However, SMS marketing, like all digital marketing channels, requires planning and strategy to yield great results, but careful planning and strategy are key in protecting the brand and preserving trust. SMS is a very personal channel, and it should be managed with care. As many customers find SMS engaging, there are just as many who find them intrusive. In addition, in the United States, SMS marketing is governed by laws like the Telephone Consumer Protection Act (TCPA) and the CAN-SPAM Act. The TCPA, in particular, stipulates rules for obtaining consent from consumers before sending promotional messages via SMS. A few things to consider before you get started:
- Get permission: Only send SMS messages to people who have opted in to receive them.
- Keep messages concise and to the point: Statistically, people are more likely to read and respond to short, clear messages.
- Personalize messages: Personalization goes beyond using the recipient’s name. Ensure what is sent has some value or is of interest to the user. The more relevant the message, the higher the conversion. The less relevant and valuable, the higher the opt-outs will be.
- Use a strong call to action: Be clear with the recipient about what you want them to do: visit the website? Make a purchase? Redeem a coupon?
- Segment lists: Send different messages to different groups of people based on their interests, demographics, or purchase history. Again, ensure the messages being sent are personalized to the recipient. No value = No conversion.
- Track your results: Use analytics to see how SMS marketing campaigns are performing and adjust consistently.
SMS marketing is a powerful tool that can help a variety of businesses reach their customers directly and generate growth. If used well, it can create a more personal connection with customers. The conversion rates speak for themselves. It is smart to consider SMS when developing digital marketing and customer service strategies for your business.
Hope this helps! Happy Texting Friends!
