SMS may seem like an obsolete means of communication compared to modern messengers and social media. However, its underdog status makes SMS refreshingly engaging, and yes – successful marketing channel. Find it hard to believe? Here are some surprising SMS marketing numbers:
- Text messages have a 98% open rate
- Text messages have a 209% higher response rate than email or Facebook
- 90% of text messages are read within 3 minutes
- Consumers redeem SMS-delivered coupons 10 times more than other types of coupons
So, ready to give SMS marketing a shot? Keep in mind that misusing the privilege of having access to someone’s phone inbox is a costly mistake. So let’s see which SMS marketing strategies will help you boost your sales, and which mistakes you definitely shouldn’t make.
Two magic words of SMS Marketing – target and segment!
Let’s start with the strategy that applies to any marketing channel, including SMS. If you want your messages to resonate with your audience and prompt them to action, you want to make sure of two things. First, know your customers. By the point when they opt-in for receiving text messages from your brand, you probably already have enough information about their interests and purchasing habits. Leverage this knowledge to write compelling offers that will tap into their needs and behavior.
Second, know the differences between your customers. SMS marketing that comes down to random text message blasts sent to all of your subscribers is a waste of time. For example, if there is a big back-to-school seasonal sale, there isn’t much purpose in messaging 21-year-olds about it. In fact, texting your customers about discounts and sales they are not interested in is perceived as spam.
Bulk messages are a good choice for some general sales, discount, and information. For everything else, focus on targeted SMS marketing for various segments of your audience. Once you do that, customer relationship management apps or features can help you analyze responses and find patterns that will help you fine-tune your messages.