Consumer behavior changes rapidly, in what may at times appear as though it’s changing with every passing second. As it is, smartphones and other handheld devices have continued to become more personal than at any other time in history. According to a Customer Insight Report compiled by KPMG, close to a third of all millennials check their phones every 5 minutes.
The majority of smartphone owners spend a large chunk of their time texting as opposed to calling. It’s the reason why SMS Marketing is considered to be an efficient marketing channel. It’s estimated that more than 48 million people will have wilfully opted into company communications by SMS by the end of the year.
SMS Marketing Best Practices
- Obtain Permission
SMS messaging is and will remain to be a valuable marketing tool—provided that companies obtain permission before they can start sending messages. When prospective customers refuse to give you consent to send them messages, you could face legal issues if you fail to abide by their wishes.
Additionally, texting without consent makes the message appear spam-like, even when sent via an SMS API. This isn’t the best look for any organization.
You shouldn’t manually upload a list of contacts or phone numbers and begin to send them messages. You must start by asking for permission. Considering that it’s normal for clients to forget their opt-in lists, ensure you maintain a record of all opt-in agreements.
- Set Expectations
Apart from obtaining consent, you will also need to specify the number of texts you intend to send per day, per week, or month. It’s a good way to let your recipients know when they will hear from your company. It also ensures that they won’t get bothered by the messages.
Furthermore, no consumer wants to receive many messages from a single business. This calls for you to try and space the messages.
- Keep Context in Your Mind
As you’re in the process of designing a short message marketing campaign, it will be important to resist the temptation to send random messages. While you may assume that this is a good strategy, the reality is that many consumers will frown upon unsolicited messages. Eventually, your campaign will not be able to perform as well as you had hoped.
Texts that are contextually relevant always receive a higher click-through, translating to better conversion rates.
For instance, if planning a promotional event for Saturday night, send the SMS messages on Saturday afternoon. Keep the text simple, and it will not be pinged as spam.
- Try to Own a Keyword
Coming up with ways that people can use to opt-in to the text marketing list is crucial to efficient acquisition. Try and reserve a set of keywords that interested consumers can SMS to opt-in to the campaign. Whenever a prospect sends a text with the shortcode and the keyword, the brand can respond using a customizable or automated response.
Digital marketers ought to view this as an interesting opportunity for them to connect with prospective subscribers. Try and make sure that the keywords are simple, and if possible, should only comprise of a single word, e.g., “CHAI,” is simpler than “CHAITEALATTE.”
Your brand can then own several keywords for use in specific deals and promotions.
Almost every individual you meet with today owns a smartphone—a smartphone that they keep close-by at all times. Also, most of them whirl away their time texting, scrolling, and browsing. By choosing to meet your customers where they are, the brand can harness a simple, but efficient marketing channel that can help drive its success.