SMS Marketing: how to write effective messages

Companies wishing to acquire new and profiled contacts can in fact use SMS Marketing to get in touch quickly and quickly with their customers and keep them updated on all the latest offers and news

SMS Marketing refers to the practice of sending SMS to contact consumers and keep them informed about new promotions, discounts, offers and, more generally, about all the news concerning the commercial activity. The aim is to retain its customers and increase the company’s sales and turnover .

It is important to underline that to activate an SMS Marketing campaign, the explicit consent of the same to receive this service offered by the commercial activity is necessary .

Why it is important to do SMS Marketing

SMS Marketing is an approach that is particularly useful for small and medium-sized and / or local businesses, for example restaurants, shops, gyms and hairdressers.

The Business professionals , however, use the sms-called “transactional”, ie text messages informative that the notification feature and are directed to transmit something.

This particular marketing approach takes advantage of a service that is easy to access and understand and can be used on all mobile phones , devices that are available to people at virtually any time of the day.

That’s not all: an SMS guarantees a very high reading rate , equal to 95% (of which 90% within the first 4 minutes of receipt), and is hardly trashed without being read, unlike an e-mail which, instead , very often ends up directly in the spam box and is ignored by the recipients.

In addition to the one with e-mails, SMS also win the comparison with phone calls: text messages, in fact, are generally considered less invasive by consumers.

SMS Marketing: how to get customers’ phone numbers

Having said that consumers must give their explicit consent to receive promotional text messages from a specific business, it is important to know how to get their mobile numbers in the most correct way.

Contacting one of the many sites that promise to sell packages of telephone numbers in small change is not an adoptable solution, both because it is a practice prohibited by law and because the ultimate goal of SMS Marketing is to reach people who are really interested in what the business proposes.

There are many ways to create a list of contacts to send your promotional messages to. Sometimes, for example, a simple notice (both on paper and online on a website or social pages) can be enough to write clearly and precisely: “Are you curious to receive all the updates on the news and offers of our business? Send a message to the telephone number. ……… ”. The same request, moreover, can also be made orally to customers at the checkout.

The classic loyalty card or points card can be an excellent “hook” to attract consumers’ curiosity and entice them to leave their telephone number in the document that they must necessarily fill in to obtain the card.

Another very common expedient is the shortcode campaign , which associates a keyword with a “short” number, inviting a contact to send a message with the possible incentive of a discount coupon or a gift gadget .

SMS Marketing: difference between promotional SMS and transactional SMS

Given the brevity of an SMS, knowing how to write a convincing message becomes clearly fundamental.

Before even bothering to find the right words and finding the correct tone of voice , it is important to know what to write . In this regard, as already mentioned, it is necessary to know that there are two types of messages that can be sent in an SMS Marketing campaign: promotional SMS and transactional / informational SMS .

Promotional SMS

Promotional text messages are text messages that are sent to a list of contacts, without any form of personalization for the individual customer. Examples of promotional text messages include those aimed at communicating the current promotion, presenting a new product line or updating customers on a specific novelty concerning the commercial activity.

Transactional SMS

Transactional or informative text messages, on the other hand, are “one-to-one” messages addressed to a specific customer. The purposes are manifold: for example, they can be used to remember an appointment, to confirm a reservation, to notify a deadline, to keep the customer updated on taking charge of a product or on the delivery status and to communicate to the consumer where he can download your invoice online.

It is not necessary to consider the peculiarities of these two types of SMS too rigidly : thanks to technological innovation, the possibilities of segmentation and profiling of the public and personalization of the message are now almost infinite also as regards the purely promotional side and, therefore, , a business can address a specific customer with a “one-to-one” message even just to offer him an offer tailored to him (think, trivially, of a “gift voucher” for the day of his birthday).

How to write an SMS well

Knowing the customer’s specific needs and tastes is what allows you to write an SMS that can work effectively for promotional purposes.

We have already had the opportunity to underline that the attention in the choice of words and tone of voice is crucial for the success of an SMS Marketing campaign.

The few characters available, too often, generate not spontaneous and empathetic messages. Using so-called ” power words “, that is words with a strong psychological impact, can make the difference because they allow you to insert a clear and concise “call to action” .

Captivating titles , unexpected challenges and funny jokes can be useful gimmicks to catch the eye of the SMS recipient. Much importance must be devoted to the beginning of the message, which is essential to attract the consumer’s attention. Clearly, within the message, there must also be the gain for the customer .

Brevity is an obvious limitation of the SMS tool, but it can be easily circumvented with a few simple steps: for example, it is possible to insert a link to the site (or to a social page) and / or the telephone number of the text . activities, in order to be able to provide more information in a second phase than that conveyed with the message sent via SMS.

The latter is not the only advantage: inserting the link or telephone number in the SMS pushes the recipient of the message to take an action and the effectiveness of this stratagem can be easily verified by monitoring the number of visits to the website or phone calls received.

SMS Marketing: what are the missteps to avoid

Now that we have the clearest ideas on the best SMS Marketing tips, it is also advisable to pay attention to the indications that suggest what, on the other hand, should not be done when carrying out an SMS Marketing campaign.

The most serious error that must be strictly avoided is to start by sending messages without a real operational strategy , which should be the basis of every Marketing activity.

As already mentioned, the audience of SMS recipients must be segmented (on a geographical, demographic and / or behavioral basis).

The timing of sending messages, then, is essential. Predicting customer behavior is possible, but the results of the Analytics clearly show the right time to send an SMS to your audience. For this reason, the analysis and monitoring phase of the results of the campaigns must not be neglected in any way , bearing in mind that the results of SMS Marketing, as well as those of Email Marketing , are to be evaluated in the medium / long term.

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