In the article that follows we will look in brief at what SMS marketing is about, what the consumer thinks of this method of marketing, why it works, and how to get the best out of your SMS marketing campaigns. We will also take a look at some useful SMS marketing tools.
Table of Contents
What is SMS Marketing?
SMS – Short Message Service – will be familiar to anyone who has a smartphone. It is, in fact, the single most-used data application in the world with over 3.5 billion users. SMS is used to send messages between friends and family, but we’re interested in the usage of e-commerce promotional campaigns.
SMS Marketing Explained
Why Use SMS Marketing?
Some SMS Marketing Statistics
We need to mention millennials, the group who have grown up with this sort of communication. If we tell you that more than 80% of this younger age group open an SMS within 90 seconds of receiving it, and then compare that to the average time in which a marketing e-mail is opened – 90 minutes – you can clearly see the attraction of SMS to this target demographic.
Text Messaging and Customer Engagement
Summary of the Effectiveness of SMS as Marketing
Rules and Best Practices of SMS Marketing
It is a legal requirement in most countries to invite your customers to opt in for marketing messages. If you have something they are interested in, they are likely to do so. Include an opt-in option when they sign up for an account.
Timing Your SMS Messages
Let Consumers Know Who is Messaging Them
Areas in Which SMS Marketing Can be Used
Building Relationships and Engaging with Customers
Long-term relationships with your customers are essential for building brand loyalty. SMS marketing can be helpful in this area. Not only is SMS useful for notifying consumers of deals and such, but it can also be used to keep your customer in the know as to the state of orders they have placed.
Types of Business that will Benefit from SMS Marketing
The Travel Industry
Larger Business for Internal Communications
How to Structure an SMS for Marketing
Transactional Messages – generally an automated message that is generated when the customer places an order – as a confirmation say ‘Thanks for your order, we’ll let you know when it’s despatched’ – or books an appointment. Follow-up messages could inform the customer of the despatch, or delays. Also used to keep customers updated as to changes in travel or booking details in the travel and hospitality industry.
Cart abandonment – a big problem in online retail, this sort of message will go to a consumer who has items in a cart but has yet to complete the transaction. It will be sent automatically at a pre-determined time following the cart being abandoned, and will remind the customer politely, perhaps include an incentive to complete, and also include a link to the cart.