SMS marketing is a mobile marketing strategy that involves sending text messages to customers or prospects to promote a product, service, or offer. With a 98% open rate, SMS marketing is an effective way to reach your audience and achieve your traffic and sales goals, whether online or in-store. However, it is important to follow some best practices to ensure the success of your campaign.
Obtain permission
Before sending messages to customers or prospects, whether via email or SMS, it is essential to obtain their permission. This is necessary to maintain a good relationship with your audience and to comply with GDPR regulations.
If your database has not been sufficiently worked on or is too limited to meet your goals, consider partnering with providers who have this resource. An updated and qualified database will help ensure the success of your operation. To enrich your subscriber base, various collection methods exist: contests, forms on your website, co-registration, etc.
Be clear and concise
Text messages have a character limit, so it is important to be clear and concise. Avoid acronyms or abbreviations that your audience might not understand. Make sure your message is easy to understand and adds value for your subscribers.
Don’t hesitate to enrich your SMS with a link (shortened) to your website to generate additional traffic and encourage conversions.
Offer added value
Your audience is more likely to remain subscribed if you offer added value. This could be in the form of exclusive promotions (private sales, birthday gifts, for example), useful information, or relevant advice.
Make sure every message you send adds value to your contacts.
Send messages at the right time
Timing is important in SMS marketing. Sending a message too early in the morning or too late at night can annoy your subscribers. Make sure to send messages during business hours and avoid holidays and Sundays. You can also personalize the sending time based on your subscribers’ reading history.
RCS… the next generation SMS
Despite its strengths (instant delivery and visibility), the SMS format has evolved little until now. Today, new possibilities are available to brands wishing to integrate this channel into their marketing strategy.
One notable example is RCS (Rich Communication Services), which allows sending enriched SMS to compatible smartphones.
New features offered by this format include: sender verification (to confirm the brand’s identity to the recipient), the ability to add HD images, a Call To Action, or links to articles viewed on the website. These new possibilities enhance the strengths of SMS.
In conclusion
SMS marketing is an effective strategy to reach your audience and achieve your goals. Particularly suitable for Drive to Store or promotional campaigns, it now complements brand visibility and traffic strategies. By following these best practices, you can get the most out of your mobile marketing strategy and maximize its potential for your business.
