October 03, 2012
A Few Rules to Follow When Marketing via Text Messaging
Consumers have many options when it comes to how they choose to connect to the brands they like. Text messaging is definitely one of those methods and marketers are using SMS marketing to great benefit today. Customers generally do need to opt in to this kind of messaging, but the results so far are promising.
According to this Business2Community post, most consumers don’t get far without their phones or mobile devices. As a result, the phone is generally always within view, which means once text messaging is sent to the phone, the consumer is highly likely to see the message. This is a great tool for customer interaction and more marketers are catching on to its potential.
In fact, about one-third of marketers today utilize text messaging in their campaigns. But there are some guidelines to follow before marketers should go out and start firing off texts to potential customers. Some of these guidelines might seem rather obvious, but not all marketers take into account the time of day their text messaging attempts land in different time zones, or even if the message is relevant to the receiver.
To ensure success with the text messaging campaign, the marketer must make sure the text hits when the customer is most likely to see it. The goal of text messaging is to have the message have an immediate impact. An ill-timed text messaging attempt can be counteractive to the campaign, especially if it’s a time-sensitive message.
Consumers want an open line of communication today. They’ve grown accustomed to the give and take of online banter and text messaging between friends, co-workers and family. Marketers need to be sure they can answer the text. If they request more information, it should be sent their way. If they don’t wish to be a part of the text messaging campaign, the consumers should be allowed to send the word “stop” and be removed from the list. It’s a simple courtesy that can go a long way.
The message should also be succinct and simple, including the relevant information such as who, what, when, where and why, and the “call to action.” It clearly states what it is the marketer is trying to achieve and with text messaging, fewer words are essential. On that note, words should be chosen that are going to stand out to the reader, words that don’t try to over explain. The message will lose any sense of logic if too much is crammed into one text.
Mass texts to the entire contact list should be avoided. Marketers should whittle it down to lists of customers by demographic and only hit those that would be relevant for the campaign. Consumers are used to getting spammed in their e-mail, but the personal phone, which goes everywhere with them and generally doesn’t take text messages from strangers is completely different. Many mobile phone users will see it as an invasion of space and be completely turned off.
Finally, marketers should be consistent in their campaigns and avoid blasting out five to one customer a day. If the event is time sensitive, text messaging is a valuable method. Otherwise, other marketing avenues may be more appropriate.
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Edited by Rachel Ramsey
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