Text messaging has quickly become the most popular method for communicating, with 97% of smartphone users regularly texting. Marketers are always looking for effective ways to improve mobile engagement with customers. Does text marketing really work? The answer is yes. It can be cost-effective and quite valuable, but marketers need to know the secrets it takes to ultimately generate successful ROI.
6 Secrets to Making Text Marketing Effective
1. Gain Consent/Make Opting-Out Clear
Marketers must always ask permission before sending text messages to customers. Otherwise, customers can feel like they are being spammed and may choose to not purchase your brand.
The best way to get customers to opt-in is to promote it via another promotional campaign with a message such as “Text SAVINGS to 91010 to receive weekly coupons”. This way, they know what to expect with your messages. Similarly, make sure to include an opt-out option at the end of your message that says STOP to cancel.
2. Know the Rules and the Right Frequency
When messaging customers, you want to make sure you are following the rules. You must include the term “msg & data rates apply”, a statement that is required by the Cellular Telecommunications Industry Association (CTIA).
You also want to make sure you keep your messages short and under 10 per month. It’s best to start with 4-5 messages per month while monitoring those that unsubscribe. The key to creating and retaining loyal customers is to show them respect and provide them with relevant rewards and incentives.
3. Right Time/Right Segment
Having the right strategy of when to send messages can influence the effectiveness (ROI) of your campaign. Mondays are typically the worst days to send messages, as customers tend to be much busier. The best times to send messages is 10 a.m. – 8 p.m., but marketers should be careful to avoid heavy commute times and keep time zones in mind.
Segmenting your audience is also important, so you send relevant messages to all customers. While you may want to send a special discount promo code to a new customer, you may rather send long-standing customers an exclusive early access offer for a new product.
4. Make It Exclusive/Make It Fun
Two ways to keep subscribers from opting out is to offer them something exclusive only to text message customers and to keep the content fun. Trivia games, interactive content, and polls are a great, low-cost way to create fun and keep your customers engaged. High-value savings or extended hours for winners can help create a love for your brand that will lead to increased sales and overall ROI.
5. Make Text Marketing Urgent
Due to the immediacy of texting, creating a sense of urgency is a great opportunity to drive sales and traffic. By sending tempting text campaigns with key phrases such as “today only” and “expires soon”, customers are urged to go ahead and make a purchase, rather than waiting.
6. Track Engagement
As with any marketing campaign, you should track how your customers are engaging with your messages. How many are opening them? How many are clicking on the link or responding to questions? And yes, how many customers are opting out? You need to know the answers to these questions so you can determine what messages are working.
Text marketing is an effective way for marketers to reach customers on their mobile devices, but they must be sure to follow these secret steps to success. Building brand loyalty takes time, but effectively meeting a customer in the space where they communicate most will lead to great rewards. To learn more about how you can better Engage, Capture, Interact, and Connect with your customers, visit Sociallyposting.com today!