SMS Marketing gives you the ability to connect with customers that few other marketing channels can provide, for example:
stand out features that make it easy for any business or marketing
professional to create targeted lists, generate leads, improve sales
and increase average customer lifetime value.
Gain Approval & Trust (Permission)
The stronger the
relationship with subscribers, the easier it is to sell. However,
before any relationship can develop you must establish permission to
SMS is an
incredibly personal channel which means gaining permission to
communicate is critical. Taking a permission-based approach also
positions your brand as professional.
Get Them To Open Up (Personalise)
form of marketing has been proven time and again to lift response.
- Use their name in your message.
- Use offers that speak directly to their needs and desires.
- Talk about things that interest them.
- Remind them of past actions or previous SMS messages you’ve sent etc.
Increase Peace Of Mind (Include Opt-Out)
that they can walk away at any moment brings about a certain peace of
mind while also framing your company as professional. Include an
opt-out trigger with every message.
Improve Relevancy (Segmentation)
Google was built
on relevancy and a great way to improve relevancy with your SMS
marketing is to ensure you have clearly segmented lists. Segmenting
your lists either by product category, demographics, customer needs
etc. helps improve conversion and response rates because it forces
you to speak to common themes which that list cares about.
Increase Response (Create Buyer Personas)
For each customer
segment, create a buyer persona. A buyer persona is a fictional
character that embodies the feelings, needs, wants, desires,
frustrations, and fears of the people on that list segment.
Before writing an
SMS or crafting an offer, have that buyer persona in front of you and
write as though you were writing to that one person.
Stimulate Immediate Action (Urgency)
well-known fact that the fear of loss is at least 2 times greater
than the feeling of gaining something. Urgency is a tactic used to
create a sense of impending loss which when used correctly results in
higher response rates.
Reduce Unsubscribes (Exclusivity)
Since SMS is such
a powerful channel to drive sales it’s important to protect it. A
great way to achieve this is to make special offers exclusively
through SMS – offer incentives and information that cannot be
attained elsewhere making your SMS messaging too valuable to throw
Strengthen Marketing Channels (Integration)
Want to improve
email open rates on important emails? Send out an SMS to subscribers
letting them know that you just sent them an important email.
Want to increase webinar attendance rates? Use SMS to remind them.
Want to recover
lost sales? Send an SMS letting them know they have items in their
shopping cart and let them know that you will keep their cart active
with a special offer for the next 6 hours.
Connect Your Brand With Good Feelings (Value)
A good way to
increase response from your SMS is to always think of the person
receiving your message and look to deliver value every time.
Never Ending Improvement (Testing)
data feedback from your market is worth gold and the best way to get
this data is to test. Test offer A against offer B. Test time of day,
geo-location, urgency triggers etc.