Connecting with consumers happens in a variety of ways in 2022. Many organizations rely on mobile communications in our technologically integrated world. From social media, to email, to web-chat-applications, it seems like organizations are finding more and more ways to connect with consumers remotely. Another way in which organizations are connecting with consumers is through mass texting. An SMS or mass text marketing campaign can be a good way for organizations to reach a wide variety of target audiences.
There are many reasons that SMS and mass text marketing have become popular with marketing and advertising professionals over the past few years. However, there are two main reasons that mass text marketing is so popular. The first is that it’s one of the most accessible forms of marketing there is. This is because almost everyone has a smartphone. In acknowledging the population of smartphone owners, we also realize how many people can be reached through a simple SMS communication.
The second reason that SMS and mass text marketing campaigns are wildly popular is because they’re a relatively cost effective way to conduct a marketing campaign. The low-cost is also influenced by the lack of any heavy design element that would be present in the majority of other forms of marketing and advertising, which also saves time in the design and deployment process. Below are five of the best practices when it comes to SMS marketing.
Making Sure Consumers Know They can Opt-in or Out
Without a doubt the most important rule of SMS and mass text marketing is informing the consumer of their consent-options. Consumer privacy and data privacy have come into center stage in the past few years, so to speak, and remain an important part of conducting socially responsible business.
Be sure to leave consumers a clear, obvious, and easy way to opt-out of receiving any continued SMS messages from your brand in order to avoid complications, law-suits, and a negative consumer reputation. When it comes to SMS marketing, consumer consent is the key.
Defining a Target Audience for the Campaign
Another best-practice involved in SMS marketing is the development of a proper target-audience. As mentioned above, nearly everyone and anyone owns a smartphone. This means that sky’s the limit when it comes to finding a relevant consumer-group for a specific brand or product. However, SMS campaigns can’t be too broad and unfocused, otherwise they’ll lose their impact altogether.
Defining a moderately sized audience for your SMS marketing campaign will also give you a better chance at achieving a high open rate, and avoiding a high opt-out rate at the same time. This is because the content of the text itself will feel more relevant and valuable to the recipients.
Designing the Actual SMS Copy
Having a well-defined target audience can help the copy of your SMS campaign feel more relevant and valuable. However, that doesn’t mean the copy can say whatever you want it to. Placing thoughtfully crafted copy into your SMS marketing campaign is important in making your messaging resonate and influence consumers.
Not only that, but your messaging should be concise, relatively straightforward, and end with some type of call-to-action on which the consumer can follow up.
Being Purposeful With Your Messaging
The call-to-action is important for multiple reasons, because it can also help you determine the actual purpose of your message. If your brand is simply announcing an upcoming product launch and giving mobile consumers a heads up, that’s a different type of SMS campaign than one that is actively promoting ticket purchases to a special event.
By being purposeful with your messaging your SMS marketing campaigns will be more impactful, and won’t feel as much like clutter as other forms of marketing often does.
Measuring Metrics and Consumer Data
Finally, for this list of SMS marketing best practices is the collection and tracking of metrics and consumer data. Consumer and data privacy have already been mentioned in the context of consumer-consent, but not in the value that consumer-data can provide marketing, advertising, sales, and growth professionals.
There are a plethora of enterprise technologies and softwares available to organizations that are designed to help with the collection and analysis of consumer data that results from SMS campaigns. This data can provide deep insights into the success of an individual campaign, as well as the granular intricacies of individual purchase patterns and habits exhibited by a brand’s consumerbase.
Recapping on SMS Marketing Best Practices
We are at a point where businesses and brands communicate with us in a very similar fashion to the way we interact and communicate with one another. From social media channels, to emails, and even SMS communications. Understanding the best practices involved in something like SMS marketing can help the modern business connect with, engage, and learn about the consumers who support them.