What is marketing text messages?
Among current users, there is a growing preference for communicating with brands that use the same channels they use to connect with family and friends. As a result, the text message marketing is becoming increasingly relevant for marketers, B2B and B2C.
The text also has great advantages. Unlike other marketing tactics, text messages provide a direct line to customers. Well done, This means that brands have a tremendous opportunity to foster a personal connection to subscribers.
In this article, I will answer the question “What is marketing text messages?” and review the key things that brands should know before launching a campaign.
What is marketing text messages?
The text message marketing is a marketing tactics permissions-based brands can use to communicate directly with subscribers.
There are two types of text messages you can use to reach customers. SMS y MMS. Here's a quick breakdown of the differences and similarities:
SMS stands for short message service. It is most often used text messages and consists of a text-based message form with a limit of 160 characters per message.
MMS, or multimedia messaging service, It created using the same technology as SMS. The difference here is that MMS allows users to send multimedia content such as images, videos, audio, etc., via text.
Unlike SMS, MMS does not come with a character limit, which it gives sellers more space to communicate your ideas.
This example shows SimpleTexting difference between the two in action:
How does marketing work text messages?
To begin with marketing text, companies must book a unique keyword and a phone number short, known as shortcode.
You can choose to use your brand name or a word as a keyword, but it is worth noting that want to make sure that your choice is relevant and memorable.
Customers can choose the program by sending a text message with the keyword to the shortcode, that adds to a list of subscribers.
When someone sends a text message with your keyword to the short code, generally you receive an automatic response of the mark confirms acceptance, as well as a separate code to opt out if the customer wishes to unsubscribe in the future.
As is the case with the email marketing , your goal is to grow a subscriber list so you can nurture those potential customers to make a purchase. Thus, you must promote your keyword and short code on your website, social media and paid advertising to generate subscriptions.
think: ” Sample text the 99988 for news updates and special offers”.
Why use text message marketing?
There are several benefits associated with marketing text messages.
On the one hand, Text messages have a the opening rate 98% , with the 90% of those openings within three minutes after receiving. As a benchmark, the average rate of opening email , from 2019, was just over the 22%.
The texts are more interactive than other types of marketing.
The immediacy of text messaging makes it easy to promote interaction at the time. You can use texts to collect comments with a quick survey or test a gamification strategy as it does in the following example Chipotle to boost sales.
Text marketing is super straight
The text-based marketing has a distinct advantage in its inherent openness.
Most consumers, regardless of segment, person or demographic, They have their smartphones with them 24/7. This means that, Unlike email, marketers are more likely to reach your audience immediately.
Because it is more likely that people open a text message to an email coupon, the text is an excellent way to promote urgent offers or share important updates.
Is it legal marketing text messages?
Yes, the text message marketing is legal. Nevertheless, there are some laws, regulations and general best practices to keep in mind before flying mobile subscribers.
While the threat of default of the Law on Consumer Protection Phone is understandably daunting for many companies, The main conclusion is that it can not send text messages without permission.
Here is a quick explanation that reviews the TCPA, as well as the guidelines of the Mobile Marketing Association and the Association of the Cellular Telecommunications Industry. Note that we recommend reading the official rules yourself before you start sending text messages to customers.
Law Consumer Protection Phone (TCPA), developed by the Federal Communications Commission, It establishes some rules that manufacturers must follow the SMS used as a marketing channel.
One of the main rules defined by the TCPA is that it must obtain the consent of each contact before you can send text messages.
Also well worth noting that you can only send text messages to consumers between 8 a. M. And the 9 p. M. This means you must carefully time your campaigns, especially if you are doing marketing for a segment of clients spanning multiple time zones.
Best practices text-based marketing
Rule number one marketing text messages is always to obtain the explicit consent before launching a campaign.
Once you have green light, there are some additional best practices to keep in mind to ensure that your customers keep coming back.
Here are some great to include in your campaign strategy:
Be prepared to respond in real time
Once again, one of the main benefits of sending text messages to their customers is the personal connection that offers. As such, You want to enable them to respond and share your comments.
Keep customers engaged by using an answering machine to send follow-up messages customized to your customers during off-duty hours.
The value and transparency are huge
When subscribers choose to subscribe to text updates based on, they do it because they expect some benefit.
One of the simplest to add value to your audience ways is to offer exclusive offers for its subscribers SMS. further, You want to use a variety of offerings to keep things fresh and direct bids based on customer segments.
From the beginning, You want to tell your subscribers what to expect from future communications. Are you sending news updates, special offers, flash sales?
If users expect to receive only text messages about special offers, do not send text messages to updated company news.
Clear, time is important for email campaigns or social networks. But, wrong in these channels generally means that fewer people will see your message.
With text messages, send messages at the wrong time is harmful. Send an SMS on time, and you risk waking customers in the middle of the night.
SMSGlobal say what 10:30 am – 11: 30 I have a 2:30 pm – 3: 30 pm are the best times to submit text messages to customers. Most people are awake and probably not interrupt during a meal or time with family and friends.
It is worth noting also that time also extends the frequency.
Use text messaging sparingly, because there is nothing worse than getting constant reports of a company. I recommend limiting MMS communications / SMS a 2-5 per month.
further, You want to make sure your subscribers know how often they should expect to receive text messages from your company to the register.
For example, You can send something like this in his first message to give customers an idea of what to expect from your brand:
“receive up 5 msgs / my”.
Customize your message
According to a recent study by Adobe, customized content exceeds a generic content 42% .
Not only do customers prefer personalized messages, but they expect to receive content relevant to the context of the brands with which they interact, regardless of the channel.
As such, you must ensure that your text communications are relevant to the recipient. You can do this by segmenting your list of subscribers and creating specific campaigns for each group.
further, You want to make sure not only recognize the recipient but also leave clear where comes the message.
It is angry enough to receive a message from a personal contact unknown, but a commercial text unidentified much worse. If your subscribers can not identify your brand for the content of your message, wait a voluntary exclusion shortly.
Make sure each text you send cover these bases:
- Advertise your brand name in each message.
- Use a simple, conversational language and familiar tone, one that reflects the same voice used on your website and social accounts.
- Go to each recipient by name.
- Send offers based on location, recent activity and interest known.