The coronavirus crisis has changed the way people shop. Our recent survey of 1,000 American consumers found that 97% have made at least one purchase from their mobile device in the past year.
Not only is mobile shopping on the rise, but the looming depreciation of third-party cookies and the crippling costs of social media advertising mean marketers are looking to build direct relationships with their customers.
Against this backdrop, it’s no surprise that B2C text messaging is gaining popularity.
SMS marketing offers brands a way to reach consumers on a channel that is an integral part of their everyday lives.
If you’re interested in experimenting with SMS, then you probably want to know how others are incorporating it into their strategy. With that in mind, we spoke with 11 marketers to learn their texting tips and tricks.
Mashman Ventures puts an unique personal spin on their SMS messages to build rapport. They prefer sending voice messages to clients whenever possible, believing that voice texts emphasize emotion and conviction.
First, they separate leads by the type of event they’re planning and the corresponding service. Then they send a series of messages leading up to the event. These messages help educate prospects on why they should choose them. Here’s an example:
This article covers everything you need to know about SMS drip campaigns.
Instead of blasting your subscribers with the same vague promotion each week, focus on “SMART” marketing. With each offer or announcement, ask yourself if it’s SMART (Specific, Measurable, Actionable, Relevant, and Timely).
Discounts, exclusive savings, important announcements, event alerts, and useful information are valuable things to share with your customers. Consider layering in some rich media, like photos or videos, to diversify and engage your audience.
Jeremy Yamaguchi, CEO of Lawn Love, recommends this approach.
The team at RoverPass Campground Management Software uses texting to shorten their average sales cycle length. They find that simple, brief texts with a casual tone perform the best.
They have found that texts are more effective and less obtrusive than calls or emails. Most importantly, people respond quickly.
Moriarty’s Gem Art makes use of scheduled messages to stay engaged with their customers following a purchase. These messages are designed to make customers feel appreciated and encourage feedback.
The team uses texts to thank customers post-purchase. Two weeks after that, a message is sent asking them to review their purchase一and the company一on Google My Business.
Three months from that point, customers receive an email that promotes items related to the one they bought. A year after their purchase, the team sends a check-in email to see if the customer’s jewelry needs to be cleaned or repaired.
According to Marketing Manager, Jeff Moriarty, customers appreciate this strategy. It makes them feel that the service is personalized, which has resulted in more sales and reviews for the business than their previous email-centric strategy.
We’ve found that businesses who use MMS see click-through rates that are 52% higher. Certain industries like e-commerce, tourism, real estate, and other highly visual verticals benefit even more.
SMS messages can be combined with your other marketing channels. PeopleFinderFree advertises their text messaging program to their email subscribers.
They do this by including a keyword that customers can text to PeopleFinderFree’s phone number to receive texts too.
From there, the PeopleFinderFree team uses a short survey to learn more about these customers. And while they also send these surveys by email, they have found that SMS generates a higher response rate.
According to Co-Founder Eden Cheng, “Using multiple marketing channels raises response rates and makes their outreach efforts more effective.”
Including helpful, useful information in your texts, rather than just your product or service itself, can pay dividends. It’s why Chic Pursuit uses SMS to promote new blog posts and important fashion and lifestyle news.
Founder Maria Juvakka has discovered that the best way to get clicks on her website from text messages is to send out a text blast immediately after she updates her blog. Her conversion rate speaks for itself:
“When you provide information without trying to sell anything, you would be surprised by the number of clicks you get. I did a comparison and I had a 43% increase in conversions when I stopped texting out promotions and started blasting fashion news updates.”
Simple tweaks to your text marketing strategy can lead to impressive results. Daniela Sawyer, Founder at FindPeopleFast, improved her texts’ CTR (click-through rate) by tweaking their CTA.
To keep messages short & precise, the team uses a “click here” CTA linked to a specific product page. This creates suspense to force the audience to go further, as in, “Click here to see additional offers for the product.”
According to Daniela, when it comes to creating a text marketing CTA, shorter is better: “SMS is a bite-size medium by nature, so folks expect to see a concise message.”
When someone subscribes to your texts, they’re giving you access to the most direct and personal way to reach them. So, successful campaigns offer value in return for this trust.
Click Intelligence finds that their clients benefit from including exclusive, text-specific offers.
That means avoiding recycled content or offers from social media or other channels. Everything you text should be relevant and exclusive to your SMS list.
We know personalizing your texts appeals to your subscribers, but how do you put a special spin on personalization? Caring Advisor chooses to celebrate its loyal and repeat customers’ birthdays.
SMS has gone beyond hitting send and calling it a day.
More marketers than ever are competing for consumers’ SMS inbox. Using strategies that make you stand out is crucial. In 2021, it’ll pay to think outside the box.
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