With 96% of Americans owning a cellphone, it’s no surprise that businesses are increasingly turning to text messaging as a way to engage their customers. After all, text messages are opened 98% of the time, compared to a mere 22% open rate for emails. But to truly leverage text marketing, it must be executed with care and attention to detail.
Your customers opted in to receive your messages, so it’s essential to offer them value in exchange for their attention. The goal is to avoid having your texts dismissed from notifications and instead drive meaningful engagement. Follow these “Golden Rules” to get the most out of your text message marketing campaigns.
1. Get Permission
The cornerstone of successful text marketing is consent. Only send messages to customers who have explicitly agreed to receive promotional texts from your business.
A simple way to obtain consent is by using an SMS keyword—customers can text a specific word or phrase to your number to opt-in. Alternatively, you can include an opt-in option on your website or in your newsletter subscription. Remember, complying with local laws and CTIA (Cellular Telecommunications Industry Association) guidelines is essential to protect customers from unwanted solicitation.
2. Segment Your Audience
Sending generic messages to your entire text list can be ineffective and even annoying. To boost engagement, segment your audience to send targeted, relevant messages that resonate with each group.
For instance, you can tailor messages based on location. Kiehl’s, a cosmetics brand, had great success by encouraging customers to sign up for text campaigns and then sending location-specific offers. The result? 73% of sign-ups made a purchase as a result of the messages they received.
You can also target customers based on their previous actions. For example, after a customer buys a shirt from your website, send a text offering a complementary item like a scarf. With the immediacy of text messages, you can even send this message while the customer is still browsing your site.
3. Personalize Your Messages
With consumers bombarded by up to 10,000 brand messages a day, standing out is essential. One simple and effective way to do this is by personalizing the message, such as addressing the recipient by name. Research shows that 75% of consumers are more likely to buy from a company that recognizes them by name, and 49% have made unexpected purchases due to a personalized marketing message.
Additionally, 44% of customers are more likely to become repeat buyers from a brand that personalizes messages, and 39% would recommend that brand to others. Automated platforms can make personalization easy, so you can build meaningful relationships with your customers without the manual effort.
4. Time Your Texts Right
Timing is crucial in text message marketing. Well-timed messages can make all the difference. For example, sending a happy hour promo code during the afternoon work slump or reminding someone to renew their gym membership as their pass expires.
It’s important to keep texts within reasonable business hours to avoid annoying customers and increase the likelihood of a response. Consistency is key—don’t overwhelm recipients with too many texts, but also avoid sending too few to keep your business top of mind.
5. Make It a Two-Way Conversation
Text message marketing should not be one-sided. Encourage two-way communication by allowing customers to respond to your messages. This fosters connection and engagement. SMS boasts an average response rate of 45%, with 90% of messages read within three minutes, providing the perfect opportunity to turn conversations into conversions.
Of course, customers expect quick responses, and while it’s not always possible to reply instantly, you can set certain hours for availability or use an auto-responder to send personalized follow-up messages outside of business hours.
6. Be Relevant, Not Redundant
Every message you send should offer value to the customer. If your text isn’t adding something useful, it’s better not to send it at all. Follow the SMART marketing approach—Specific, Measurable, Actionable, Relevant, and Timely. Focus on providing important information, exclusive offers, event reminders, and promotions that benefit the recipient. You can also use multimedia like infographics, gifs, or attachments to make your message stand out.
Keep your texts concise and to the point. If you’re sharing an offer, lead with that information. If it’s an order update, focus only on that. Always include a link for more details, ensuring customers can easily learn more about your offer.
7. Make the Opt-Out Process Easy
It’s important to include an opt-out option in every text message you send. Whether through an unsubscribe link or a simple “STOP” option, make it easy for customers to unsubscribe if they choose. This transparency not only helps you maintain trust and credibility but also ensures you’re compliant with regulations. A platform with built-in text consent and opt-out options makes this process seamless.
Moving Forward with the Golden Rules
Now that you’re equipped with the knowledge to run a successful text message marketing campaign, it’s time to take action. Find the solution that works best for your business and start engaging your customers in meaningful ways with SMS marketing.
Contact Broadvoice today to learn how to optimize your text message marketing strategy.