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Why should I add SMS to my marketing strategy?

Henry Dumas

What is SMS Marketing?

SMS marketing, which stands for short message service marketing, is a strategy that allows businesses to send messages to customers via text.

In other words, SMS marketing simply refers to text messaging.

Businesses can send text messages to prospects and customers to increase brand awareness, boost engagement, and even generate sales. Below are a few benefits and best practices to help:

Lightning Fast Delivery

Mobile marketing is lightning fast. When you send out a text message, it gets delivered immediately.

Because of this, you can send time-sensitive messages like flash sales and event-related promotions. For instance, you could send users a message on Cyber Monday to maximize sales for that day.

Plus, people always have their phones with them, increasing the chances that your message will get seen as soon as it’s delivered. In fact, 90% of SMS messages are read in the first 3 minutes.

Open Rate

The average open rate for text message marketing campaigns is 98% compared to just a 20% open rate from an email marketing campaign. Not to mention the average person replies to a text message within 90 seconds, compared to 90 minutes for an email. Even though the world is distracting, text message marketing is a direct route to the attention of your audience.

 Deliverability

Since SMS marketing requires the customer to either opt-in or out, your list is made up of only engaged customers. On the other hand, marketing emails typically have larger lists, with more frequent sends.  Emails have a higher chance of being sent to the spam folder, damaging your reputation, and breaking trust with your customers. With statistics like 49% of all emails being marked as spam, you’re already having to work much harder to get your message into your audience’s inbox. Consider this, someone working in an office receives over 120 emails a day, where the average millennial only receives 67 texts each day.

  Click-through rate

For both SMS marketing and email marketing, the click-through rate has the potential to be high, but, it depends on how well you craft your call to action. The click-through rate of any campaign is determined by the call to action. The average click-through rate of an email hovers around 4%, meaning that your email was opened, and the customer followed through a link based on your CTA. A good call to action lets your audience know what’s on offer and gives a good enough reason to click-through.

With text message marketing it’s more challenging to craft a compelling call to action because you’re limited to 160 characters. Since the whole point of the marketing effort is to motivate your audience to act on your offer, the link is the most important asset. When you use a branded link, the customer immediately understands what the CTA is, and is more likely to follow through.

 Include Personalization

When customers get messages that are tailored specifically to them, they’re more likely to pay attention and take action. In fact, personalized content outperforms static content by 42%.

 Make It Valuable

When users opt-in to receive text messages from you, they expect those messages to be worth their while.  You’ve got to make them valuable.

One of the easiest ways to make your text messages valuable is by offering something amazing like a special deal or a coupon that’s exclusive to your SMS marketing list.

Offer a Coupon

Promote a Sale

Announce New Products

Send Updates and Notifications

Create Appointment Reminders

Collect Customer Feedback

Mobile coupon offers are great for driving immediate foot traffic to restaurants and brick-and-mortar stores.

Use SMS Marketing Tools

Don’t bust out your personal cell phone and start texting customers. Instead, use SMS marketing tools.

SMS marketing software lets you automate your SMS marketing. This means you can automatically follow up with contacts, set the exact delivery time, and send text messages triggered by particular behaviors. For instance, when a customer makes a purchase, you can automatically send them delivery updates.

SMS marketing software also makes it easy for you to track your results. You can see how many people opened your message, how many times the link was clicked, and so on.

Be mindful not to send texts early in the morning, on a holiday, or during dinner with your family.

Pay attention to the time zones your customers are located in and send messages during appropriate times.

According to SMSGlobal, the best time of the day to send general marketing messages is between 10:31 am–11:29 am or 2:34 pm–3:27 pm.

In summary, Text message marketing is becoming more and more popular due to a combination of advances in technology and changes in customer preference.

Customers want it: 85% of consumers surveyed say they prefer receiving a text message over a phone call or email.

As customers & prospective customer’s habits change and new technology such as SMS software become available and affordable, it makes a lot of sense to add these tools to your marketing strategy to drive sales and keep your target audience engaged!

To learn more or for customized support for your business call Moore Norman Technology Center Business & Industry Coordinator Henry Dumas at 405-801-3540.

Portrait Henry Dumas

Henry Dumas, Professional Certified Coach
I am passionate about helping business owners to stabilize and grow their businesses through one on one executive coaching. With over 30 years of private sector experience helping companies succeed in roles such as Sales Manager, Small Business Owner, Agency Manager, Chief Financial Officer, Public Accounting-Audit and Controller as well as certifications earned as a Professional Certified Coach (PCC), Covey Facilitator and GrowthWheel Certified Business Advisor, I am well positioned to engage, enlighten and empower business Owners.

Find Henry on LinkedIn

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