4 tips for a successful SMS marketing campaign
SMS marketing can be very lucrative. However, to be successful, you must adhere to four basic principles that govern the SMS industry.
1. Market segmentation
Mobile devices are close to 7.2 billion and multiplying five times faster than us. Most of them, if not all, are SMS-enabled. Taking this small piece of information into account, every marketer should know that unless the target audience is segmented, any SMS campaign is doomed to failure. It is extremely important to distinguish the texts of your campaign from SMS spam. You just have to integrate your SMS marketing campaign with the needs of your customers and carry out different strategies for each group.
2. Defense of the client
The concept of focusing on what’s best for the customer is not new to marketers. As far as SMS campaigns are concerned, the client must know that he consented to receive SMS online and that he was not chosen at random. For this reason, the opt-in must be very clear and direct for the client. It usually involves using a short or long code to opt-in or subscribe via a web form. Customer consent makes you trustworthy with your customers and improves their loyalty and responsiveness to your two-way SMS campaigns.
3. Personalization and synchronization
Texting is not a privilege granted indefinitely. The customer should not feel intrusive or annoyed while receiving a text message. Rather, the message needs to be anticipated. The best way to ensure a positive reception is to keep the frequency not so overwhelming and make the customer feel unique when receiving a message. For example: “Ben! Tomorrow is your lucky day! Take advantage of the discount coupon of your favorite restaurant before it expires!”. This way, the message gets across, your customer feels special, and you reduce the risk of your message being labeled spam.
4. Be pretty!
Like any other media-related campaign, your web to SMS message should be engaging and memorable. Using jargon or abbreviations will undermine your brand value and long or complicated messages can prevent the customer from reading even the entire SMS. URLs don’t look good either, so in cases where they’re needed, using a shortened URL is highly recommended. Remember! A message that is easily retained in memory increases responsiveness and positive reception of the next message.
In practice, there are too many ways to use SMS marketing to list, but to give you an example, here are some case studies of possible SMS marketing campaign implementations.