One of the most efficient ways to market to customers is through text marketing. Once customers have signed up for your text marketing lists, you can continue to provide them with regular updates and offerings and be confident that the message will get across, as over 90% of text messages are read.
Types of campaigns
Communication is typically one-way with text marketing, and there are numerous types of campaigns you can employ to achieve various marketing objectives. Offer-focused campaigns can be extremely effective for driving immediate sales. Offers can be price-focused, with a % off total purchase, or focused on a specific product, with a coupon code for discount on a specific purchase. You can learn more about the many types of texting marketing campaigns in Simple Texting’s Ultimate Guide to SMS Marketing.
The various types of text marketing campaigns can be instrumental in helping to achieve many different objectives. Before you begin any type of text marketing campaign, you should clearly identify and state the objective you’re aiming to achieve. While the most common objective of a text marketing campaign is typically to drive sales, some of the other common objectives for text marketing are brand awareness, customer education, lead generation, and website traffic growth.
Building a mobile subscriber base
To have a successful text marketing campaign, you first need to generate mobile subscribers to receive your messages. Customers can opt in with their mobile phone numbers through a mobile form, through the web, or by completing a paper form. Utilizing other marketing channels to advertise the mobile opt-in credentials can assist in building out your initial subscriber base.
It’s imperative that all of your text marketing messages are in compliance with legal guidelines and adhere to industry standards.
The most important regulation to follow is that of the Telephone Consumer Protection Act. The TCPA requires that all businesses obtain written consent from consumers before adding them to text marketing campaigns. Consent can be collected from the consumer through a text opt-in, written form, or a website form. The consent language should be straightforward so consumers know exactly what they are signing up for.
In addition to the TCPA, stay aware of the governance bodies that play a role in enforcing compliance rules. For example, the Federal Communications Commission or FCC enforces federal law and regulations outlined in the TCPA.
Tips for success
The content of your messages should be engaging and to the point. Since you’re working with a limited number of characters for each text, each word of your message should be carefully crafted and strategized. Assume that each customer may not actually read your whole message, and prioritize the most important points in the beginning of your message.
Time your messages.
Timing can play a big part in how effective your text marketing campaign is. Consider factors like day of the week and target customers’ work schedules to determine the most optimal times that customers will be most receptive to your messages. Also, think about the specific times of day that customers will prefer not to be disturbed, and avoid sending any messages in those timeframes. For example, sending a text in the wee hours of the morning advertising a promotion could likely cause a customer to unsubscribe after you disrupt their beauty sleep.
As with all of your marketing strategy, focus on staying on brand. Use the same tone and voice you’ve established in your other marketing to communicate with customers.
Metrics that matter.
You’ll want to closely track the size of your subscriber list and the growth rate of the list over time. Attrition rate and response rate are also good indicators of the effectiveness of your campaign.
- Set objective for text marketing campaign
- Select a KPI to measure performance on (e.g., response rate, attrition rate)
- Review TCPA and other industry standards to ensure compliance
- Build a list of customer phone numbers. Obtain written consent from subscribers by having them opt in on their mobile phones, on your website, or on a paper form
- Set up a confirmation text to go to subscribers with important information and disclaimers
- Determine message frequency—build a plan for the number of messages that will go out weekly and monthly and for the timing of your messages
- Write your messages
- Implement A/B testing to see which content is most effective