SMS marketing is highly effective for any overall marketing strategy. Starting an SMS program can be daunting so let’s look at the advantages and best practices so you can make the most out of adding SMS to your marketing efforts:
Why Invest in SMS Marketing?
SMS is a simple yet compelling communication strategy that brands can use for promotional messaging to a highly receptive audience. Utilizing SMS has undeniable benefits:
- Greater attention and sense of urgency
- Open rates for SMS are almost 98%
- Companies within all verticals (Enterprise and Small Business) can utilize SMS effectively
- SMS campaigns with coupons, specials, and time-sensitive messaging are ideal for directly reaching your customers on their mobile devices
Used in conjunction with your email marketing strategy, SMS campaigns can be highly successful as customers are receiving it on a mobile device commonly checked consistently throughout the day.
Why Use SMS with Email?
While SMS helps you reach your customers quickly, email still has its place within your marketing strategy, especially when it comes to:
- Promoting Long Form Content
- Sharing Interactive Experiences
- Long-Term Offers
Asking which is better is like asking which came first, the chicken or the egg? Both have unique strengths as well as use cases. The best strategies are ones that utilize both marketing platforms.
Get Permission
Fishbowl requires permission to be obtained through a double opt-in (sometimes called a confirmed opt-in) before sending any SMS campaigns to your guests. Without explicit consent, you’re exposing yourself to potential litigation.
The good news is that receiving this permission is not difficult. People simply need to opt-in. Guests can complete the initial opt-in if you have a join form (Guest Signup) on your website. Or, they can sign up by texting the keyword to your short code or toll-free number and then confirming the opt-in by agreeing to receive messages from your brand.
Example language from an SMS Guest Signup page:
Optional: By submitting this form, you agree to receive automated promotional messages, and you also agree to the Terms of Service and Privacy Policy. This agreement isn’t a condition of any purchase. 4 Msgs/Month. Msg & Data rates may apply. Reply STOP to cancel or HELP for help.
💡Note: This language should appear anywhere your SMS program is advertised or where instructions are given on how to join the program.It is up to each Brand to ensure full TCPA, CTIA, and other legal compliance with acquisition and online and offline marketing efforts.
Be Clear About Your Program
Potential subscribers need to know what to expect before signing up for your SMS program. The intent of your program should be explicit, with clear expectations set on the types of messages they’ll be receiving in the future when subscribing via your Guest Sign Up or texting the keyword to your short, toll-free, or 10DLC code.
Opt-Outs and Help
STOP and HELP are keywords that are required to have messages associated with them– these will be set up as part of onboarding when you work with Fishbowl.
STOP will immediately stop them from receiving additional messaging and opt-out). HELP will send back an assistance response and it must include an email address or phone number. Not only should people be able to opt-out of or receive help with your SMS program, but they also need to know how to do so:
- Provided instructions for using STOP or HELP in auto responses when guests are first subscribing
- Include instructions for using STOP and HELP regularly in SMS messaging
- Although not required for all messaging, it should be included regularly
Develop The Right Cadence
Content and timing for your SMS campaigns are essential. Guests typically do not want daily text messages from a brand. SMS is a personal communication channel, and you should treat it as such. In most cases, 4-6 campaigns per month are recommended. More campaigns can cause list fatigue and a high rate of opt-outs.
Be Clear and Concise
After a guest has expressed consent to receiving text messages from you, don't abuse that privilege. Be brief, precise, and engaging whenever you send an SMS campaign. Send information that matters or offers guests can’t refuse.
You'll risk a higher opt-out rate if you’re not striking the right balance. But, when done correctly, your subscribers will give you the same level of attention they would like a text from a family member or friend.
Use Keywords with Purpose
Put thought into the acquisition keywords you choose. Keep them:
- Memorable
- Creative
- Succinct
These are keywords that are more likely to be acted upon or more likely to be remembered if not acted upon immediately. Short and easy also prevents possible typos when guests are trying to sign up to your program.
Include Exclusivity Elements
When formulating your plan for what SMS campaigns to send, be sure to consider the following:
- What value does it provide to the guests?
- Only recycling the same content from other marketing channels may not provide the incentive to stay subscribed to both channels
- Successful campaigns offer value in return and lessen the chance of higher opt-outs
- Reflect on relevancy and exclusivity – early access to offers, promotions, and events
These considerations will help your brand grow a strong SMS program with engaged subscribers.
Measure What Works
With clever marketing, you can know how your campaigns perform and prove your ROI (return on investment), which is another tremendous benefit of text marketing:
- Reach most of your audience in near real-time
- Have a trackable, measurable, and direct impact
- Fishbowl’s products integrate with our SMS platform with the same capabilities you may already be using for email marketing*
*Not familiar with or using Offers yet? Email your Fishbowl Account Manager for more information about how to get started with Offers!
Use Common Language
With the typical SMS campaign, you have 160 characters (70 characters if you use one emoji due to the character encoding needed for Unicode characters like emoji), which can lead to using shorthand in messaging or ‘textese’ to save on space. While you save on space, you sacrifice professionalism and clarity.
For example, let’s compare two messages:
- Vst Frnks 2day 4 amzg deal! 15% off 1 slc wen u sho this msg
- Visit Franks today and get 15% off any slice by showing this message!
Though character limits can sometimes be frustrating, you can use them to sharpen your messaging. Make your message clear while using the links and images to engage your audience:
- Shorten all your links
Advertise Everywhere
The more your guests know about your SMS program, the more potential conversions you’ll see, which means you should advertise everywhere your brand has visibility:
- Website
- Add an SMS opt-in on your Guest Signup page*
- Social Media
- Email Campaigns
- Table Tents
- Receipts
You get the idea!