This year, SMS is already 30 years old. The text messages, limited to 160 characters, were enormously popular, especially in private communication, until messaging services like WhatsApp finally overtook SMS. However, this does not apply to communication in a business context: In the dialogue between customer and company, the SMS as communication channel offers more potential than ever.
In our Dos and Don’ts, we tell you how to use SMS marketing successfully and what you need to keep in mind!
Fast, compact & accessible: The advantages of SMS
SMS has a lot to offer when it comes to reaching customers in the best possible way. For example, short messages are opened and read by the recipient within a very short time. This is due to the fact that SMS messages appear directly on the smartphone user’s display and attract their attention. Furthermore, SMS have an 8 times higher response rate in marketing than e-mailing. Possible reasons? An SMS is typed quickly on the side and is less formal than an email. Call-to-actions (CTAs) also show a high click-through rate in SMS marketing: one third of the recipients react to CTAs in short messages – almost half of them subsequently make a purchase. Sounds convincing? We agree!
Dos & Don’ts: How to make your SMS marketing a success!
In order for your SMS to perform as a conversion driver, there are a few things to keep in mind. Short messages have certain characteristics that should not be overlooked in marketing. With our tips and tricks, you can create the perfect connection to the recipient:
Dos in SMS marketing
#1 Go for two-way communication
SMS have a dialogue character and are a classic channel for two-way communication. Maintain this: Give your customers and prospects the chance to respond directly to your text messages and significantly increase the success of your SMS campaigns.
#2 Start a personal conversation
Build a bond with the recipient and go for a direct approach. Package your marketing messages as a conversation opener by asking a question and motivating the user to interact.
#3 Use SMS for up-selling & cross-selling
Your customer recently bought some shoes? Take the next step and promote the matching care accessories! Act as a personal consultant and give recommendations based on your customer’s purchase history and individual preferences.
Don’ts in SMS marketing
#1 Make sure you don’t let replies go to waste
We all know emails that say, “This is an auto-generated email. Please do not reply to it.” An absolute no-go in SMS marketing! Always provide a direct response channel.
#2 Avoid using impersonal wording
General marketing phrases with too many bells and whistles are less suitable for advertising messages via SMS. Try to stick to what defines the popular text message: short, compact and, above all, personal.
#3 Don’t keep your prospects waiting
SMS stands for fast communication. Stay on the ball: answer messages from your customers and prospects quickly and promptly so that their interest is not lost.
#4 Don’t overdo it
As in other channels, the same applies to SMS marketing: find the right balance. Don’t send out a flood of short messages, but rather choose the right time for shopping cart reminders, targeted special offers, and so on.
SMS marketing: Applications & use cases
As our marketing tips already indicate: There are many uses for SMS as a marketing channel. In addition to sending promotions and special offers, SMS marketing is ideal for preventing shopping cart abandonment.
If the marketing has been convincing and the purchase has been made, there are further use cases for SMS dispatch. Order confirmations or shipping information can also be sent via SMS. This way, the customer receives all important information directly on his smartphone display.
Would you like to optimize your marketing and learn more about your target group? Send a survey as a short message and benefit from high open and response rates.
Get started – with TENIOS!
SMS as a contact channel is still missing in your marketing strategy?
Then it’s high time for integration: With TENIOS you can send and receive SMS worldwide – reliably and cost-effectively starting at 0.07 €/SMS. With our SMS-API we offer an interface to connect SMS messaging easily and uncomplicated to your customer systems.