SMS marketing can prove very lucrative. Yet, for it to be
fruitful, you need to respect four basic principles that govern the SMS
industry.
1. Market Segmentation
Mobile devices are close to 7.2 billion and they're multiplying five times faster than we are. Most of them - if not all- are SMS enabled. Bearing this little piece of information in mind, every marketer needs to know that unless the audience targeted is segmented, any SMS campaign is condemned to failure. It is of paramount importance to distinguish your campaign's texts from spam SMS. All you have to do is integrate your SMS marketing campaign with the needs of your clients and carry out different strategies for every group.
2. Customer advocacy
The concept of focusing on what is best for the customer is not new to the marketers. As far as SMS campaigns are concerned, the client needs to know that he/she consented to receiving SMS online and was not just picked at random. For this reason, opting-in must be very clear and direct to the client. Usually, it involves either employing a short or long code to opt-in or subscribing via a web form. Client consent makes you trustworthy towards your customers and enhances their loyalty and responsiveness to your 2-way SMS campaigns.
3. Personalization & timing
Sending text messages is not a privilege granted indefinitely. The customer must not feel intrusion or disturbance, while receiving a text message. On the contrary, the message needs to be anticipated. The best way to make sure positive reception is to keep up a not-so-overwhelming frequency and make the client feel unique when receiving a message. For example: "Ben! Tomorrow is your lucky day! Take advantage of the discount coupon for your favourite restaurant before it expires!". This way, the message is conveyed, you client feels special and you cut the risk of your message being labeled as spam.
4. Be pretty!
Like any other media-related campaign, your web to SMS message needs to be appealing and easy to remember. The use of slang or abbreviations will undermine the value of your brand and long or complicated messages may avert the customer even from reading through the entire SMS. URLs are not good-looking either, so in such cases where they are necessary, it is strongly recommended to use a URL shortened. Remember! A message that is easily retained to the memory, increases the responsiveness and positive reception of the next message.
In practice, there are far too many ways of utilizing SMS marketing to list, but to give you an example, here are a few case studies of SMS marketing campaigns potential implementations.
1. Market Segmentation
Mobile devices are close to 7.2 billion and they're multiplying five times faster than we are. Most of them - if not all- are SMS enabled. Bearing this little piece of information in mind, every marketer needs to know that unless the audience targeted is segmented, any SMS campaign is condemned to failure. It is of paramount importance to distinguish your campaign's texts from spam SMS. All you have to do is integrate your SMS marketing campaign with the needs of your clients and carry out different strategies for every group.
2. Customer advocacy
The concept of focusing on what is best for the customer is not new to the marketers. As far as SMS campaigns are concerned, the client needs to know that he/she consented to receiving SMS online and was not just picked at random. For this reason, opting-in must be very clear and direct to the client. Usually, it involves either employing a short or long code to opt-in or subscribing via a web form. Client consent makes you trustworthy towards your customers and enhances their loyalty and responsiveness to your 2-way SMS campaigns.
3. Personalization & timing
Sending text messages is not a privilege granted indefinitely. The customer must not feel intrusion or disturbance, while receiving a text message. On the contrary, the message needs to be anticipated. The best way to make sure positive reception is to keep up a not-so-overwhelming frequency and make the client feel unique when receiving a message. For example: "Ben! Tomorrow is your lucky day! Take advantage of the discount coupon for your favourite restaurant before it expires!". This way, the message is conveyed, you client feels special and you cut the risk of your message being labeled as spam.
4. Be pretty!
Like any other media-related campaign, your web to SMS message needs to be appealing and easy to remember. The use of slang or abbreviations will undermine the value of your brand and long or complicated messages may avert the customer even from reading through the entire SMS. URLs are not good-looking either, so in such cases where they are necessary, it is strongly recommended to use a URL shortened. Remember! A message that is easily retained to the memory, increases the responsiveness and positive reception of the next message.
In practice, there are far too many ways of utilizing SMS marketing to list, but to give you an example, here are a few case studies of SMS marketing campaigns potential implementations.
