Using SMS messaging in the most effective way requires an understanding of the singular properties of the medium. If you approach your text marketing campaign in the same way you would an email campaign, you’ll miss out on the many advantages of an SMS-focused strategy.
Perhaps the most important differentiator between email and SMS is the character limitations of the latter. If you’ve already engaged with social media via Twitter, you’ll understand the unique challenge of crafting a message in less than 140 characters. You may have an extra 20 characters at your disposal with SMS, but the same rules of clarity, brevity and levity apply to the creation of a good message.
But there is a key difference between a social media campaign and an SMS messaging campaign. Tweets don’t require opt-in subscribers, or incur even a minimal additional cost to the viewer. To engage with your texts, consumers have to give up their cell phone number and agree to receive messages. This is no mean commitment, and it demands a new standard of ethics and responsibility on the part of mobile marketers.
With an open-and-read rate of more than 90%, it’s worth getting your SMS strategy right from the start. If you fail to impress with your first message, subscribers will simply opt out. Hooking recipients with those first 160 characters they see is essential for the long-term survival of your mobile marketing campaign. Here, we offer a few pointers on making the perfect SMS pitch…
You might have a large portfolio of services to offer a wide range of different consumers. The beauty of SMS lists is the ease with which you can ‘divide and conquer’ according to personal preference. Don’t waste that opportunity by viewing your contact list as a monolithic, static entity. Instead, view each phone number as an individual organism, with highly specific needs. If you run a hotel with a public restaurant, for instance, don’t send updates on room rates to someone who only signed up for meal deals.
Striking the right tone for your audience is one of the tricks of the SMS marketing trade. This will vary hugely depending on industry, but there are a few rules of thumb that apply across the board:
- Don’t use text speak in an effort to appeal to a youth demographic, or simply to save precious space. Unless you are aiming purely for a tween crowd, it will come across as unprofessional at best, and incomprehensible at worst. Remember, many people dislike text speak, but nobody objects to proper English.
- Having said that, your messages should be more informal than a letter or even an email. Strike a friendly but professional tone.
- Avoid jargon. When working in a specific industry, it’s easy to get caught up with insider jargon, so remember who your audience is before rattling off a message containing a foreign acronym.
Be Link Friendly
In all likelihood, you have a lot more to say than you can possibly fit in a text message, so don’t forget to include a hyperlink to your website. View text as a gateway to your brand, and encourage recipients to click with a clear call to action.
Be Plugged In
Segmented mobile subscriber lists are an invaluable source of user information. You should be constantly tracking the analytics of your mobile marketing campaign to see what each subscriber likes or dislikes, and adjusting your messages accordingly. The more you seem to be speaking to each customer as an individual, the better your SMS pitch will be.