SMS (text) marketing to mobile users is a great way to build a rapport with your customers. It can also be extremely influential to helping your business's growth plans. However, making your way through the world of SMS and mobile marketing can be like navigating the ocean without a compass, it can be easy to get lost and end up in a bad situation.
Also Read - SMS Vs Email Marketing
Know The RulesAlso Read - SMS Vs Email Marketing
SMS marketing is not an open playground without any rules. Familiarize yourself with the Mobile Marketing Association's Consumer Best Practices. It's also a good idea to learn about the CANN-SPAM Act and read the CTIA Wireless Association's Playbook. Major cell phone carriers, T-Mobile for example, have blocked marketing agencies for violating SMS marketing rules. Make sure you know the industry's best practices and don't try to bend the rules.
Target WiselyJust like any other type of mailing campaign, SMS marketing is most effective if you personalize your message to the reader. Your customers are much more likely to read an SMS message that includes their name rather than just write "Dear Customer" or "Dear Shopper." Your content should be tailored to pique your market's interest as well, make sure your offer or promotion is something that they will really be interested in.
Don't Overdo It
One quick way to get your customers to text STOP and opt-out of your SMS list is to bombard them with messages. Even the most rabid text-addicts don't like getting hit with marketing messages every day. It is a balancing act, because you want to keep in touch with your customers and build a rapport, but you don't want to hound them. Spread out how often you send your marketing communications and reserve them for special offers or timely information.
Have a Clear Call to Action
With only 140 characters to work with, you don't have time to get wordy. People are more likely to read a single page SMS message than one that spans multiple pages. It also annoys some people when they get multiple messages at the same time. Make sure you ask them to do something specific like visit your website or use coupon code XXXXX for $5 off their next purchase of $25 or more.
Mobile Friendly Website
This may seem obvious, but some people do jump on the SMS bandwagon without realizing that they're directing users to a website that is difficult to navigate on their cell phone. In order for you to get the most out of your SMS marketing efforts, make sure that your business's website is optimized for as many devices as reasonably possible. If customers have to struggle to view your website or follow your call to action, they will lose interest quickly.
SMS marketing opens up exciting new ways for businesses to connect with their customers, but like any other type of marketing it should approached with forethought and planning. Even large corporations have made SMS marketing blunders, so there is a learning curve for everyone. Avoid these five common mistakes and you will be a step ahead of your competition.
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