SMS marketing is cost-effective, directly connects you with customers, and instantly delivers time-sensitive promotions. It’s a win-win for everyone involved, but it’s not without its challenges.
Don’t worry, its hurdles are easily conquered. Continue reading to discover how.
⚡️1. Building a high-quality SMS subscriber list #
Creating a top-notch SMS subscriber list is one of the biggest challenges in SMS marketing. The quality of your subscribers determines the effectiveness of your campaign.
Prioritise getting sign-ups from active customers — for example, by doing double opt-ins. The more involved your subscribers are, the lower the risk of your texts getting flagged as spam.
To build an engaged list, give your customers a reason to sign up: first-time discounts, exclusive offers, or a free entry into a prize draw. Creating immediate value will make your customers hurry to share their phone numbers.
Make the opt-in process as transparent and straightforward as possible. Customers should know what type, and frequency of communication they’ll receive.
⚡️2. Writing concise, engaging messages #
Superb! You created your list. Now, it’s time to start composing your messages.
Include a strong call-to-action in your message, but remember to keep the SMS below 160 characters. It’s a big task, but focusing on one clear idea will keep your recipients engaged.
Excellence is in the details. In your SMS, include the recipients’ first names or product recommendations based on their browsing activity. This will add a touch of personality and relevance and make your customers feel special.
⚡️3. ERROR: Message failed to send #
Deliverability can be a tricky business in SMS marketing. Poor deliverability can hurt your campaign, but we offer tips on how to overcome this challenge in another article.
Don’t stress — this issue is preventable:
- Choose a reliable, trusted SMS provider to avoid your campaign landing in spam
- Keep your messages fresh and interesting, not repetitive
- Track your bounce rates
⚡️4. Competing for attention #
Standing out is challenging but can also get your creative juices flowing. Have a brainstorm. How can you best attract attention to your brand?
Before you get thinking, also consider this advice:
- Know your audience, and use an appropriate tone of voice. For example, use conversational, casual language and a friendly tone.
- Include a bit of humour — everyone likes a laugh.
- Use emojis strategically. While they can add a bit of personality, they can be overdone.
- Be authentic. Let your brand shine through your writing style. What mood does your brand embody? Are you more playful or sophisticated?
⚡️5. Avoiding message fatigue #
Once you’ve got your perfectly curated and active subscriber list, keep them engaged.
Don’t swamp them with too many texts; they can opt-out just as quickly as they opted in.
Below are a few tips on how to hold your recipients’ attention:
- Segment your subscribers based on their interests, demographics, location, or website activity. Send relevant messages to each group.
- Establish a schedule and find an SMS frequency that works best for your audience. Would a weekly or biweekly text be more effective?
- Allow preferences — let your customers choose how often they want to hear from you. This will reduce opt-outs and enhance customer satisfaction.
Are you feeling inspired to boost your SMS marketing campaign? We are too! Contact us today, and we’ll Zap right into making your campaign thrive like never before.
