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Top 5 Tips For Successful SMS Marketing Campaign

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Though smartphones have become a craze and mobile apps rule the day but still they have not penetrated as deeply. Still there are lots of customers who have not been bitten by the iPhone and Android bug. Unlike smartphones, normal phones are affordable and all phones available in the market are SMS enabled. Thus, making it the only marketing channel in the marketing mix which has 100% reach. Therefore, marketers consider SMS marketing as an essential ingredient for any successful marketing campaign. Owing to its reach, SMS Marketing is the best direct marketing tool. Most companies and top brands invest in SMS marketing for initiating a communication channel with the customers. As per data available, 90% of the messages are read within 3 minutes of receipt. In addition to the reach and immediate impact, this channel has some added benefits. SMS marketing is very affordable and gives good return on investment. So, both small and large businesses can use this cost friendly medium to reach out to its customers.  Now, how should a marketer leverage this tool effectively and efficiently to get the maximum benefit out of it.  SMS as the name itself suggests is a short message which is sent out to the target customers who have opted in for SMS alerts. These customers may be interested in the offer being given or may not be interested. Thus, the marketers job primarily would be to send out lucrative and carefully worded mobile text messages to these target customers who have opted for SMS alerts.

Before embarking upon the SMS Marketing campaign, the company should first put together its goals which should be S.M.A.R.T (Specific.Measurable.Achievable.Relevant.Time Specific). Once the goals are in place, the marketing campaign must be designed keeping the following tips in mind.

SMS  Marketing Tip # 1 – Be short ,precise and relevant

While drafting a text message for the SMS campaign, the first and foremost thing that needs to be kept in mind is that there is a limit of only 160 characters. So, the marketer needs to choose his words very carefully and wisely. Secondly, the SMS message must include a short code targeting both current and new customers. Thirdly, the message content should not be generic. The message should be of value to the customer. Otherwise, it can have repercussions, like the customer might opt-out which could mean loss of business. Fourthly, the message should have a clear call-to-action. It means the message should clearly explain to the customer what action needs to be initiated to be able to avail the offer.

For instance, Furniture Happy Hours are here @ Up to 70% + 25% Off on furniture. Coupon :Friday25. Valid till midnight. Optout :1234567

This is a clear cut message, since it clearly explains the offer and what the customer needs to do and when the offer expires.  Also, the marketer must ensure, frivolous messages are avoided as these are highly annoying for the customer.

SMS Marketing Tip # 2 –  Identify and Target your audience

Most often, we come across messages which are not relevant or with offers which do not interest us. Such messages are annoying and clutter the message box. We end up opting out or deleting such messages which is both a financial loss and waste of a valuable customer. This situation arises when the SMS marketer has not done his homework before embarking upon the SMS Campaign.  For a successful SMS marketing campaign, the marketer must ensure he knows who his target audience is. He must take into account the purchase history of the customer and other location based demographics so that the message reaches its intended recipient. Message reaching its target audience is extremely important. If a beauty salon offer reaches a weight-lighter, the SMS will be of no relevance both to the sender as well as the receiver. Once the audience has been identified, the message can be further personalized as per the preference of the customer. Everyone likes special treatment. If the SMS manages to make the customer feel special, he will continue to be a loyal customer to the brand. This is particularly beneficial while running loyalty campaigns. The messages can be made personalized and fun by inserting names, appointment times etc.

SMS Marketing Tip # 3 –  Make Exciting and Customized Offers

All said and done, nothing can outdo the value of an exciting offer sent via text message.  An exciting offer lays the firm foundation for the success of  text message campaign. Customers who Opt-in to receive messages expect to be notified whenever there is an exciting offer. Thus, the marketer should make an effort to make the offer sound very special. These could be deals like BOGO (Buy One Get One) or freebies or discounts for shopping during lean business hours.

For instance , PIZZABREAD Super Value Friday; Buy 1 Pizza & Get 1 FREE (Cpn: MOBO6 ) TODAY. Also WIN Australia Trip;iPhone 6 n lot of more. Order Online T& C

SMS Marketing Tip # 4 – Timing of the message

For a successful marketing campaign, timing is the key. Firstly, the messages which are open-ended are not that much successful l as compared to messages which specify a timeline or an expiry date. Therefore, messages should clearly state when the offer expires so that the customer can action quickly. Like for instance, in the message sample in Tip # 1, customer has been informed that it is a limited period offer and would expire after midnight.

Secondly, messages should be sent at the right time of the day. This so that ensure the customer has enough time to act upon the message. The messages should not be sent before 8 a.m or after 9.p m.  For instance, if you have special offer running for the weekend, send the message on Friday itself to all the loyal customers so that they can plan and visit the store to check out the offers. For a dinner offer, the SMS cannot be sent in the morning as people forget about it by evening. SMS’s campaigns are more successful on weekends as customers tend to respond more to text messages as compared to email messages.

SMS Marketing Tip # 5 – Be Compliant,Respect customers privacy and Measure results

For a successful SMS campaign, the marketer must adhere and obey all the laws, rules and regulations. The message cannot be sent to just about anybody. The message must be sent to only those customers who have subscribed or have “Opted In” to receive the message. The marketer should be aware of all the laws, rules and regulations about customer privacy and text marketing. Secondly, just as the “Opt-in”, the customer should be able to unsubscribe easily without any hassle. Refer to the sample message in SMS Marketing Tip #1 which provides the “Opt out” option in case customer does not wish to receive any further SMS’s .

At the end of the day, it is imperative to measure the success of the SMS campaign so that the marketer is aware of the response rate and return on investment. SMS’s should be sent at different times of the day with different types of messages to different groups of customers. This will help him ascertain the efficacy of the campaign and what suits business the most.

  • mobile-marketing

  • There are 2 comments

    • 4 years ago

      Aparna   /   Reply

      Mobile has become the most sought after channel for marketing as everyone owns one. Sending messages to target people at the appropriate time and with good context will definitely help to generate leads. Many a times it becomes really annoying that people receive bulk sms making it irritating. If one can concentrate upon customising them, then SMS will be of great help.

    • 4 years ago

      Shital Kalamkar   /   Reply

      SMS marketing is one of the smartest way of marketing. The reason is almost every person whether rich or poor has mobile. In a very less time one can directly send message/offer to direct customer. Only thing is SMS should be SMART. Tips given in article are nice and handy.

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