SMS Marketing: Ins & Outs
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It can be challenging to stay up on the latest marketing tips and trends. We understand. This is why we think everyone needs a good marketing therapist, like KMG.
Where do you stand on text message marketing? We’ve all been there: you receive a text message and can’t opt out fast enough. But we’ve also likely all received a promotional text and gladly redeemed the offer. So what is SMS marketing best practice?
As one of the fastest-growing strategies in B2C industries, this can be one of the most effective communication channels. Whether you are looking to expand your marketing or just want to be educated on how this marketing tool works, read more below!
The Lowdown on SMS Marketing
First thing’s first: SMS (short message service) messaging is text messaging. This marketing technique uses SMS messages to send promotional messages or updates to consumers based on their opt-in preferences. The majority of these types of messages are either reminders, alerts, updates, or time-sensitive information.
Where Do I Start? 5 Tips to Getting SMS Marketing Right
Do you feel your business could grow using text message marketing? It seems simple but it can get complicated quickly.
1. First off, how do I build a list of numbers? A natural first step is to appeal to your current customer list and ask them to opt-in to text message marketing. An easy way to start gathering these numbers is by setting up an email campaign to direct your consumers to a subscribe form. We strongly encourage adding incentives for being subscribed. For example, once subscribed the consumer will be added to a contest to win a product.
2. One of the biggest challenges with SMS mass messaging is clarifying your opt-in preferences for your customer. The last thing you want to do is spike your unsubscribe rates and, more importantly, get into legal trouble. Here is a helpful Guide to U.S. SMS Compliance to help prevent any mistakes.
Also, it should go without saying but make it easy for people to opt-out on every message. Don’t be the company that leaves no option to unsubscribe or stop the SMS messaging.
3. Once you have a good database of numbers, the key to a successful SMS marketing strategy is a messaging plan that appeals to your customer base and gives them relevant information and value. For example, Year Round Brown increased revenue by 20% with text promotions by adding, as they say, extra ‘glow’. Research has shown that those who use visual communication to persuade an audience succeed 43% more often than those who rely on words alone.
4. Once your opt-in strategy and messaging are set, you should find a service or software to automate your messages to your subscribers. When choosing software, you should consider if two-way communication, scheduling, and automation are all included. Below are common platforms businesses are using.
5. No matter how targeted and appealing your SMS campaign ends up, you can never know how successful the marketing technique is working until you start measuring. We have broken down the top ways to measure your SMS performance below. Remember to set goals and record your campaigns for future reference.
Interaction and click-through rates
Opt- out or unsubscribe rates
Conversion rates
Growth rates on subscription lists
ROI
What is driving SMS growth and why does it work so well?
Phone use growth has been explosive in recent years. Currently, around 3.5 billion people in the world use smartphones. The increased phone usage correlates to more SMS message open rates. In comparison to email engagement rates, SMS rates are significantly higher with 90% of text messages being read within 3 minutes of receiving them. This is a great example of why your business can benefit from SMS messaging; esp. for time-sensitive communication… the key is getting the message right.
That’s where KMG comes in. We are digitally savvy and creative and are ready to assist with your SMS marketing needs. Contact us if you are interested in discussing your SMS marketing goals here: https://bit.ly/3cYM84A. Not ready to start but want to talk? Schedule a 30-minute consultation with one of our digital marketing experts.
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