SMS Marketing Tips: Best Practices & Etiquette

More and more, businesses small and large are discovering the power of mobile marketing.  The ability to connect and engage in one-on-one direct communication with customers has unlimited potential to grow your subscriber list, increase your profits and expand your marketing horizons.

But like every other marketing strategy, there are specific practices to follow to ensure you get the best results and highest ROI.

Here are the essential Mobile Marketing Best Practices:

  1. Keep it short, simple and relevant
  2. Ensure the consumer can understand what to do and how to do it
  3. Engage the consumer with a call to action that resonates
  4. Do what you promise you are going to do
  5. Monetize the program to provide positive ROI for the brand/client
  6. Try viral marketing components like links to social media, videos or a Txt2Win promotion
  7. Utilize mobile as a lower funnel marketing strategy to get people in-store or remind them about last minute deals and offers
  8. Give consumers incentives to engage – offer has to be meaningful
  9. Include a call-to-action (go to Web site, visit store – show text for discount, watch a video) on all mobile engagements

Also, with SMS marketing campaigns starting to soar, consumers are more conscientious than ever as to who follows proper etiquette, and who doesn’t. A good rule of thumb: always ask yourself “would I want to get that text message?”  Here are some basic Etiquette Guidelines:

  • Do let your clients know that by opting in to your business’ SMS channel, they may receive multiple text messages.  Let them know the types of messages they may receive in the future, and the schedule/frequency they will receive them.
  • Do pay attention to your target and THEIR schedule. If you are a deli, and your customers are busy professionals, sending a text at 10:00am (prime meeting hour) is not a good idea.   But if they opt-in to your daily specials delivered to their phone at 11:30am every day, you can expect your message to be happily received.
  • Do thank your clients for opting in to your mobile list.  Offer a special discount on their first purchase, or create a special “members-only” club that they’re now a member of.  Be sure to detail just what a client saves or gains for handing over their mobile phone numbers.
  • Don’t forget that giving up a phone number can be a very personal and nerve-wracking experience for a potential client.   Therefore, don’t push a client for their phone number, and be understanding if they appear hesitant at first.  A few discounts and/or free gifts should make the process easier for them.
  • Don’t ignore the importance of good writing.  A text message may only be limited to 160-characters, but if you miss out on a punctuation mark or spell a word wrong, you can bet that your clients WILL notice.  Nothing says “unprofessional” like a text message that’s riddled with typing errors and grammar mistakes.

Remember, don’t over complicate things. Stick to the basics and follow these essentials to build a strong mobile following and keep it going strong.

One Comment

  1. Daniel Nabors Jr

    I enjoyed reading over this information. Really liking the new setup of the site. Thanks for all the useful tips!

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