Text message marketing (SMS marketing) has grown in popularity over time. Because other marketing methods are becoming increasingly expensive, many small and large businesses are turning to text message marketing to reach potential customers.
Here are the top five ways to optimize your text message marketing campaigns, as recommended by successful entrepreneurs, managers, and CEOs.
- Create a Target Audience
- Study Timing
- Setup Auto-Campaign
- Call-To-Action (CTA)
- Personalize it
Create a Target Audience
Any marketing campaign needs a target audience or market. Basically, you’ll need a way to categorize consumers based on demographics.
A sign-up for updates that requires more than an email and a name is highly beneficial, says Disco Founder Benjamin Smith. “Know their age, location, and other relevant demographics. However, you don’t want to ask too many questions. 3-5 questions after their name is ideal. If possible, use drop-down menus or auto-fill sections.”
Study Timing
Your product, location, and target market may dictate the best time to text. This should be treated as seriously as any other aspect of campaign planning.
“Knowing when your customers are more likely to see and respond to text messages is critical,” says Caraway CEO Jordan Nathan. It is not as effective to send a message during the workday or too early in the morning as it is to send one in the evening or mid-afternoon. Aim to send something out at the start or middle of the month, when they’ve likely just received their paycheck.
Setup Auto-Campaign
Your messaging platform can help you out! Create a rule that sends out messages when a customer buys something or follows a link in an email. Depending on the platform, you may have many options.
“Automatic campaigns streamline everything and can be more personal,” says Rym Selmi, MiiRO’s founder. “These platforms let you send a message whenever they do something. Maybe they’re logging in or adding something to their cart. It could also be sent right away after purchase.”
Call-To-Action (CTA)
This leads to our next point – in addition to keeping the message brief, include a call to action. It’s difficult to incorporate very specific details, but it’s possible.
“A call to action does more than just direct consumers to your website,” says De La Calle COO Danielle Calabrese. “It gives them something to do, which increases the likelihood that they’ll return later, even if they don’t buy anything. It also adds to the campaign’s analytics.”
Personalize it
There are platforms that allow greater text message customization. This increases the likelihood that the customer will notice the message.
Dan Potter, Managing Director and CEO of CRAFTD, advises using a platform that allows you to personalize each message. “Personalizing it increases engagement with the call to action.”