The common misconception is that audiences don't want to hear from your brand via SMS marketing.
However, according to Klaviyo's SMS marketing consumer sentiment report, more than 50% of shoppers would prefer to hear from you over text as opposed to social media.
This shows that direct communication through SMS can be a valuable addition to your digital marketing strategy, especially for businesses looking to connect with audiences in a more personal and effective way.
What is SMS Marketing
An SMS marketing strategy involves using text messages to connect directly with customers on their mobile devices. Businesses rely on this channel to share promotional offers, send updates and reminders, and deliver personalised messages. It’s highly effective because of its impressive open rates and ability to reach audiences in real time.
Types of SMS Marketing Messages
Promotional Messaging
Promotional SMS messages are designed to promote a product, increase sales, and provide exclusive offers.
These messages can be integrated into automated flows or sent as standalone campaigns.
In an automated flow, promotional messages are triggered after a customer takes a specific action on your website, like adding an item to their cart.
For instance, if a customer abandons their cart, an SMS can be sent to encourage them to complete the purchase (ensure you have consent from customers before sending an SMS).
This approach helps you connect with customers at crucial moments in their buying journey and boost conversions.
Examples of promotional SMS marketing messages include:
Providing information about a new product launch.
Informing about a promotion or sale.
Providing an exclusive discount.
Sharing brand announcements.
Transactional Messaging
These types of messages are used to inform customers of updates about their orders.
It acts as a form of customer service to keep your audience up to date with any important and time-sensitive information.
According to the SMS marketing consumer sentiment report from Klaviyo, audiences were most receptive to transactional SMS updates and wanted to receive these the most.
Note: Customers who have opted in for transactional messages might not have opted in for all promotional messages.
Examples of transactional messages include:
Shipping updates and delivery confirmations.
Information about shipping delays.
Appointment confirmations and other crucial notifications
Order confirmations.
Conversational Messaging
Conversational marketing messages offer two-way interactive communications. This type of SMS marketing uses a customer-centric approach that allows you to understand a customer's needs, provide tailored solutions and build on customer relationships.
Conversational SMS marketing systems often use a combination of automated messages with human customer service agents to provide a more personalised and effective experience.
The main use of this two-way messaging system is to improve relationships with customers and encourage higher retention and customer lifetime value.
Examples of these messages can include:
“Hi [Name], welcome to [Brand]! To get started, reply ‘HELP,' and we will get in touch.”
“Hi [Name], get 20% off on your next order by submitting a survey about your experience at [Brand].”
“Hi [Name], thanks for your recent purchase of [Product Name]. You might be interested in our sale item [Related Product Name]. Reply ‘YES' to add this to your cart!”
Benefits of SMS Marketing
High Open and Response Rates
One of the major perks of SMS marketing is that people actually read your messages. Texts have sky-high open rates compared to email or social media posts.
This means that when you send an update, discount, or reminder, it’s much more likely to get noticed and acted on quickly.
Direct and Personalised Communication
SMS lets you speak directly to your customers, and it’s more personal than a lot of other channels.
You’re reaching people on their mobile phones, a place where they connect with friends and family.
Sending personalised messages gives you a better chance to build stronger relationships with your audience and make them feel like you genuinely care.
Cost-Effectiveness and High ROI
SMS marketing doesn’t cost much, especially when compared to other forms of marketing like paid ads.
But the impact? It’s huge. With the high response rates and conversion potential of SMS, you can get a big bang for your buck and drive real results without breaking the bank.
Customer Loyalty and Retention
Regular updates, special offers, and personalised messages can go a long way in keeping your customers happy and coming back for more.
SMS is a great way to remind people that you value them, whether with a loyalty reward, a birthday message, or just a friendly check-in.
How to Do SMS Marketing Effectively
Building and Managing an Opt-In List
If you want your SMS marketing to be successful, you’ve got to get your audience’s permission first.
This means building an opt-in SMS marketing list with clear consent from your customers. Make it straightforward by using opt-in forms on your site or adding a phone number field at checkout with a clear description of what they’re signing up for.
For businesses in the UK, staying compliant with regulations like GDPR is very important. Make sure you’re collecting consent explicitly, not through sneaky tactics.
Always give customers a simple way to opt out by including an unsubscribe option through a link in every message. This isn’t just good practice; it’s the law. And when you respect people’s choices, you’re more likely to keep them engaged.
Crafting Engaging and Compliant Messages
When creating marketing text messages, you should always aim to keep them clear, concise, and actionable.
Remember, you’re working with limited characters, so every word matters.
Start by delivering value upfront, like offering a promo code or a limited-time offer.
Follow it up with a strong call-to-action (CTA), such as “Shop Now” or “Grab Your Deal,” to encourage immediate engagement.
To keep your messages neat and trackable, use a link shortener if you’re including a URL. It keeps things tidy and helps you measure the effectiveness of your marketing efforts.
Timing, Frequency, and Personalisation
You want to send messages when your audience is most likely to engage.
If you’re promoting a weekend sale, sending a reminder on Friday afternoon might hit the sweet spot.
But you always need to find that balance; too many messages, and you risk overwhelming your customers; too few, and you might miss out on key opportunities to connect.
We also always recommend you keep things personal. With audience segmentation, you can tailor your messages based on customer actions and preferences.
Let’s say a subscriber recently browsed a particular product; sending them a personalised offer related to that item would mean more to that subscriber.
The more relevant your message, the higher your engagement rates are likely to be.
A/B Testing for Optimised Results
A/B testing is a must. You can test things like message content, the timing of your sends, or even the wording of your CTAs.
Does “Shop Now” get a better response than “Claim Your Offer”? Small tweaks can lead to big improvements.
Once you’ve run your tests, track key metrics like click-through rates, response rates, and conversion rates. This data gives you insight into what’s working and what needs tweaking.
The goal here is simple: keep refining your approach based on what your audience actually responds to.
Monitoring and Measuring SMS Campaign Success
To understand how well your SMS campaigns are performing, focus on metrics that tell the real story.
Start by checking your average response rates to gauge if people are engaging with your messages.
If engagement rates seem low, it might be a good idea to refine your content or adjust your CTAs.
Also, don’t forget to track opt-out rates; a rise in unsubscribes could indicate that your frequency or content needs some fine-tuning.
Measuring your ROI is also crucial since your ultimate goal is to turn these interactions into conversions.
Regularly reviewing these KPIs and making small adjustments based on what you learn can boost your campaign performance and keep your audience interested.
Choosing The Right SMS Marketing Tools
Some of the big names you might want to check out are Klaviyo, Twilio, SimpleTexting, and Campaign Monitor.
These SMS marketing platforms are packed with features like SMS automation, so you can schedule messages ahead of time and bulk messaging to reach a large target audience in one go.
They also help you fine-tune your approach with audience segmentation, making sure you’re sending the right message to the right group. Plus, with built-in compliance features, you can feel confident that you're following all the necessary rules.
So, how do you know which SMS marketing software is right for you?
Think about ease of use.
Do you want something simple and intuitive? If you’re planning to grow your business, scalability is essential.
Also, consider integration capabilities; you’ll want a platform that plays nicely with your other channels, like email campaigns or social media. Don’t overlook compliance with carrier guidelines; the last thing you need is to get flagged for missing a rule.
Integrating SMS with Other Marketing Channels
SMS is just one piece of a bigger puzzle. On its own, it’s powerful, but when combined with other marketing channels like email, social media, or push notifications, it becomes part of a well-rounded multi-channel strategy.
Each channel has its strengths, and by integrating them, you can create a consistent experience for your target audience.
Let’s say you’re running a promotional campaign for a big sale. You can send an email with all the details and then follow up with an SMS for real-time updates like “Flash Sale Ends Tonight!”
Or,
If you’re launching a new product, social media can build the hype, while SMS gets the final push by giving customers a direct link to buy.
It’s all about using each channel where it shines to create an effective strategy that engages your audience in their preferred channels.
Need help with your SMS Marketing Campaigns? We have a team of specialists who would love to help! Get in touch today!