A lot of SMS Marketing content consists of one-off messages. You have an idea, or an event, and you shoot out a broadcast. A little while later, you have another idea and broadcast another text message. Rinse, repeat. This can be effective, but doesn't build the retention and front-of-mind awareness you'l see with a combined approach to your text marketing campaign. Here are four multi-message ideas to incorporate into your mobile marketing plans.
The One-Two Punch
The simplest combination broadcast, this means sending a message that promises another message coming soon. This is the text message version of interrupting a sentence with "wait for it...." It builds anticipation and makes both messages more memorable and powerful. Some examples of a one-two punch include:
- Announcing a dinner special at lunch time, then sending the details at 3PM.
- Broadcasting a poll, followed by the results.
- Sending the setup for a joke, then the punchline.
The Running Gag
They're not just for sitcoms anymore, and they don't necessarily have to be funny. Any theme you can use to link multiple broadcasts together builds momentum in a way individual SMS pieces won't. These can be iterations of a joke, comments on a hashtag-style common theme, or items in a numbered series. For example....
- Develop a habit of sending photos of a particular thing related to your business.
- Top ten list in the Letterman style.
- A "Friday Fun" message delivering predictable content at the same day and time each week.
Similar to the running gag, but with a finite finish, this can build some of the highest anticipation and engagement. It's exactly what it sounds like: a series of broadcasts leading up to a finishing event or climactic broadcast. Try these examples, or make up some of your own.
- Daily updates for the 10 days prior to a sale or other event.
- Hourly coupons sent in anticipation of a midnight release sale.
- A "Twelve Days of Christmas" style series leading to a holiday.
Some Assembly Required
This one is more involved, but can be among the most effective and fun combined SMS campaigns. Choose five to ten messages you'll be sending, and include part of a message in each one. Subscribers who pay enough attention to gather all the parts can put it together for a special deal, prize, or admission to an exclusive event. Bonus points for putting the message in a code, then sending the key as a final broadcast. Want to simplify a longer campaign? Use our free drip messaging feature to make it happen automatically!
What kinds of combined broadcasts have you sent out? How have they worked? Join the conversation in the comments below.