Text message marketing is still fairly unfamiliar to a large number of companies, who might be more familiar with either legacy marketing strategies (e.g. television and newspapers) or some of the more “traditional” digital marketing strategies, such as social media or search engine advertising.
One of the reasons that text message marketing is growing so much is not only because it is actually easy to do (once you first learn how to set up a campaign), but it has proven result that are often very cost-effective.
What makes text message marketing so effective?
Text messaging is one of the few activities that are nearly ubiquitous in the United States. While there are still some who do not own (or use) tablets, desktops, or even smartphones, almost everyone – from retirees to elementary school students – have a cell phone that can use text messages.
In fact, Pew study conducted fairly recently estimates that more than 90% of Americans have a cell phone of some kind. Just as important is the fact that text messages are opened significantly more than other types of media, such as email.
This is particularly interesting (and valuable) because in an era in which getting the attention of users is more and more difficult, text messages are one of the few ways that are all but guaranteed to at least gain the attention of the recipient.
[Tweet "Text messages are one of the few ways that are all but guaranteed to at least gain the attention of the recipient."]
Of course, what you do with that attention will determine whether or not it was worth the effort. That’s why understanding how to create an effective text message campaign can be a powerful way to reach your target audience.
The following is a simple yet thorough guide on how you can use a Short Message Service or a Multimedia Message Service to generate leads, help close sales, or any number of other marketing objectives you and your organization may have.
Setup a Text-to-Join system to collect users who want to opt into your program
Obviously, a text messaging campaign is only effective if there are subscribers receiving your messages. Even the best text message in the world is useless if there are not enough people seeing it.
That’s why the first step in any text message marketing campaign is determining which mobile keyword you want associated with your campaign. This will be the word that potential subscribers will use to join your list, so make sure it is easy to remember and that potential subscribers can draw a clear connection between the keyword and your organization.
Develop an automatic response for users who opt into your program
It is important that users who opt into your program get all of the information they need right from the start. Instead of relying on individual operators, you are much better off having an automated system that ensures each subscriber knows exactly what to expect.
Choose whether you want to use a Short Message Service (SMS) or a Multimedia Message Service (MMS)
One of the decisions you need to make right from the start is whether you want to offer a Short Message Service (SMS) or a Multimedia Message Service (MMS). The advantage with SMS is that virtually all cell phones – from the latest iPhone to a years-old basic phone – can send and receive SMS messages.
On the other hand, MMS messaging allows for far more flexibility and variety of messages – from longer texts to “rich media” like images, videos, and hyperlinks. Of course, MMS messaging is not as ubiquitous as SMS messaging, so the trade off between each will be something you need to consider ahead of time
Create mobile coupons for in-store sales
Creating mobile-only coupons is a great way to provide real value for your subscribers and provide a legitimate value for those who decide to opt-in. It’s important to remember that most users receive tons of notifications on a daily basis, and in order to stand out from the rest of those messages it’s helps to show your subscribers how much you value them.
Remember to only send text messages to those who legitimately want them
Text message marketing is not spam. You should never send messages to those who do not want them. This means that not only should you only send messages to those who specifically subscribe, but you should have simple and clear instructions (typically in the introductory message you send when they opt-in) to unsubscribe at any time.
Don’t send messages too often
Another issue to consider is making sure you don’t oversaturate your subscribers with messages. While the exact number of messages will vary depending on your specific organization, make sure you don’t become a nuisance to your subscribers. Doing so could lead to them tuning out your messages, or worse, unsubscribing altogether.
Remember, ideally your subscribers will be happy to receive your messages. You want them talking to their friends and families about how awesome your text messages are, not complaining about how annoying they are.
Send messages at the time of day that subscribers are most likely to respond
Not all messages are alike. There are certain times of the day, and the week, when subscribers are most likely to respond positively to your message. This will depend significantly on the type of messages you are sending, as well as your target audience.
Even if you think you know when the best time of the day or week is to send messages, it is important to verify that information with analytics data that you gain over time. You might find that certain messages work at different times of the day or week depending on the specific content of that message, or you may find that one demographic group responds well at one time, while a different demographic group does not.
The key is to always be looking for ways to improve your subscriber’s experience, so they stay subscribed and listening to the messages you send out.
Free Mobile Marketing Success Kit
Get Your Copy Today
