On the web, email is probably the most widespread marketing channel, to the point that we might forget the other possibilities available to us.
SMS marketing is a very interesting (but often overlooked) alternative to the endless email campaigns. It's a winning channel! With a record open rate of 98%, it is much more effective than email. It's no coincidence that 61% brands increased their SMS marketing budget in 2020.
Given that 65% of e-commerce traffic comes from mobile, one can easily imagine the sales opportunities offered by the immediacy of push notifications !
What are the best practices for SMS marketing ? What are the advantages and disadvantages of this technique? Codeur.com gives you the keys to succeed with your SMS campaign and take advantage of SMS marketing to increase your revenue. So, interested?
The benefits of SMS marketing
SMS requires the customer's permission
Yes, it's a benefit, because soliciting someone against their will is counterproductive.
Moreover, a customer who gives their consent to receive SMS from you expresses a genuine interest in your brand: ideal for identifying your best customers.
SMS is very interactive without being too intrusive
Your customers can interact with you in no time, without having to log in to a website (and without even needing to go online). This way, you don't take up too much of their time or intrude on their lives (provided, of course, you have their prior consent).
SMS is cost-effective
It's just a message of a few lines that costs you virtually nothing, apart from the price of sending it.
SMS is instantaneous
It requires almost no preparation and can be sent on the spot. Very convenient for sending contextual messages.
For example, if you run a bar and your town is suddenly hit by a heatwave, you can instantly text your customers to offer them a free drink.
The downsides of SMS marketing
SMS offers limited space
If you don't want your SMS campaign to blow your marketing budget, be concise!
You cannot repeat the same thing twice
Unlike TV or radio advertising, which often involves repeating the same message on loop, every SMS you send a customer should be different, otherwise they'll quickly get bored and unsubscribe.
SMS marketing has a limited audience
People are generally quite reluctant to give out their phone number (much more so than their email). So don't expect to have a huge SMS subscriber list.
How to write a marketing SMS?
1. Be consistent
Writing an SMS doesn't mean using abbreviations or a more casual style: be consistent with your company's image.
If you usually use a serious tone (on your website, in your brochures, etc.), then your SMS messages should keep the same style.
2. Get to the point
SMS is limited in space and length, and that's a good thing! No need to ramble—get straight to the point: your customer should understand your message at a glance.
3. Offer something
Your SMS will be useless if it brings no benefit to the customer. If you really want them to buy something on your site or in your store, you'll need to give them extra motivation: offer a discount or a special deal.
SMS marketing has the advantage of being very direct and personal, which gives the recipient the feeling of receiving a privileged offer: a simple discount can therefore be extremely effective.
4. Do A/B testing
As with your emails, it can be useful to test different SMS variations by splitting your contact list.
This way you can learn the best way to address your customers for future SMS marketing campaigns.
Some examples of SMS marketing campaigns
SMS marketing offers you many possibilities to communicate your offers.
Here are 4 example campaigns to send to your contact list.
SMS to announce a price reduction
Urgent SMS for limited-time offers
SMS campaign for a targeted product
Localized SMS campaign
When to send a marketing SMS?
1. Take typical working hours into account
Although there are many exceptions, most people work daytime hours. It’s therefore best to avoid disturbing them while they’re working.
The best time slots to send your SMS are:
- Midday (around 12:00 PM to 2:00 PM);
- Early evening (around 6:00 PM to 8:00 PM).
Obviously, avoid at all costs sending your SMS at very late hours that are generally reserved for leisure or sleep — this could cost you dearly.
2. Know your customers' schedules
If possible, identify an archetype of your customers or segment them to send your SMS at the most appropriate time.
For example, a student doesn’t have the same lifestyle as a forty-something parent, and the times when they might be receptive to your messages are different.
In short, get to know your customers better and adapt.
3. Take your activity cycle into account
Whatever your field, you’ve likely identified days or periods when your activity is slower.
Remember that SMS marketing is primarily aimed at generating spontaneous, immediate purchases. It’s therefore preferable to launch your SMS campaigns during slower activity periods to help rebalance demand.
How to build your SMS contact list?
SMS marketing is, even more than email, subject to the opt-in rule; this means your customers must expressly give their consent so that you can send them messages.
To make your SMS marketing campaign a success, you need to convince as many customers as possible to sign up for your SMS list. Discover 8 strategies to get more subscribers to your SMS list.
1. Set up a mobile pop-up
Do you want to target mobile users? Think about their comfort by offering a personalized, relevant, and transparent browsing experience.
When they browse your site, open a pop-up with an exceptional offer in exchange for their phone number. You can offer discounts, a gift, or an invitation to private sales. The goal is to give them a good reason to sign up!
If possible, try to qualify each visitor by asking for additional information, such as a goal, an interest, or an expectation. The aim is to segment your list and create hyper-targeted SMS marketing campaigns that maximize engagement.
2. Create a mobile landing page
On your website, consider create a landing page where you talk about your SMS campaigns. Explain what subscribers receive as exclusive content, state the sending frequency, and place a form that’s easy to complete on a smartphone.
You can then promote this landing page through different techniques that we’ll cover later in this article!
3. Install a promotional bar on your website
At the top of your website, add a promotional bar that invites visitors to sign up for your SMS list. It should be visible, attractive, and include a call-to-action that leads to your landing page!
The goal is to promote this communication channel to ALL visitors to your site and thereby increase the number of subscribers.
4. Turn your mailing list into SMS subscribers
Your newsletter subscribers are the most likely to join your SMS list. They already know your value and appreciate your content. They’ll likely be enthusiastic about subscribing to your SMS campaign.
Send an email to your existing contacts inviting them to sign up for your messages. Include the benefits of joining this new list and the frequency of your messages. Also make sure to offer them something different from your newsletter.
Don’t be too insistent with customers who haven’t responded, but you can always add a discreet call-to-action in your next emails, for example:
5. Convert leads from your live chat into SMS subscribers
Turn your website into a lead-generating machine by using the live chat like an automated path to SMS subscription.
A visitor who uses your chat platform is 10 times more likely to convert. Take advantage of this and offer visitors with specific questions the option to be called back by an advisor.
Of course, when they leave their phone number, include a checkbox that authorizes you to add their mobile number to your marketing list.
6. Use Facebook Messenger Ads
Ads Facebook Messenger send users to the social network’s messaging rather than to a landing page.
That way, you can implement a chatbot to hold a conversation with your leads. And as in the previous point, you can encourage users to leave their phone number.
Don’t forget to then ask if you can contact them later by SMS to offer personalized deals or exclusive content.
7. Use Instagram Stories to collect SMS subscribers
Your Instagram followers have proven two things to you:
- They like your brand/company; otherwise they wouldn't follow you.
- They are comfortable with mobile browsing and probably have their smartphone glued to their hand.
So, why not offer them the chance to sign up for your SMS list? Create a story A persuasive message that explains the benefits of subscribing to your notifications. If you’re lucky enough to have more than 10K followers, you can add a link that points to a landing page.
If you don’t have the “Swipe up” option, you can place the link in your bio and direct users there.
8. Promote your SMS content on social media
Fans who follow you on social media should also be willing to hear from you by SMS. Don’t hesitate to remind your followers!
You need to make them want to sign up for your SMS campaigns. To do this, don’t hesitate to publish your SMS in the feed or in stories. Show your community what your subscribers received: a substantial discount code, a gift voucher, early access to a new product…
And for this technique to be effective, tell them how to sign up for your list, always linking back to the aforementioned landing page.
As always, be reasonable and don’t flood social media with posts inviting your customers to join your SMS list. However, knowing that on average only 10% of your fans see each post, you can afford to be a bit more persistent.
- On Facebook, limit yourself to two posts per month.
- On Twitter, you can go up to two reminders per week.
What tools for SMS marketing?
Are you looking for tools to help you set up your SMS marketing campaign? Good news—we’ve put together a selection of best SMS marketing tools.
Conclusion
Building your list is the first step toward a solid SMS marketing strategy. Apply these tips to increase subscribers and maximize your sales with relevant SMS campaigns!
Marketing consultants can help you set up your SMS campaigns or create your subscription landing page. Post your project for free on Codeur.com to receive their quotes.
