How to create a text campaign
How to Create a Text Campaign that Gets Results
Text marketing is a relatively new marketing channel, but one you should definitely tap into. Smartphone use has grown extensively in the last decade, and customers are overall more responsive to the idea of getting texts from businesses than they once were. In fact, 75% of customers have stated that they’re happy to receive offers from businesses via SMS. So here is everything you need to know to create a text campaign that gets you results:
1. Make Sure To Get Permission to Send Texts
This is true for email as well, but it’s especially important for SMS campaigns: make sure to get permission before sending texts to customers. Texts have a more intrusive nature than emails, so it’s imperative to reach out to your customers and ask if they’d like to get texts from your business.
When customers first get in touch with you and leave their details, you can include a checkbox for those who are interested in texts and emails. Alternatively, if you’re not sure whether customers are interested in getting texts, just ask them. That’s called an opt-in campaign. You can message or email them and ask them to confirm if they want to receive marketing messages via SMS.
2. Offer Them to Unsubscribe if They Want to
Even if customers have already given their permission to get texts from you, they can still change their minds. So it’s important to offer them a way out, or the option to unsubscribe, if they want to.
Imagine a customer who gets messages they’re not interested in, without any way to stop receiving them. This customer wouldn’t only block your messages, but might decide not to buy from your business at any point in the future. It’s better to lose an SMS subscriber than to lose a customer.
3. Be Selective about What You Send
Don’t send an SMS for every email you send. While you would use email for updates, such as a new website or a new product, only use SMS for very big news or exciting promotions and special offers.
Customers often ignore emails they’re not interested in, but texts are harder to ignore. Don’t blast your customers with unnecessary updates and save only high-value messages for your SMS campaigns.
4. Create a Message That’s Succinct but Engaging
Text marketing is different to email marketing in the sense that you have limited space to convey your message. This message needs to be succinct and easy to understand – but also engaging.
Pick a sentence or two that will drive your customer to your website or will encourage them to take the action you’d like them to take, such as “Download discount voucher here” or “Sign up for contest to win £100-worth of products”. Write a sentence or two to precede this call to action, such as “We have a new location, and we’re launching a contest to celebrate it”. Go for short, engaging sentences that will entice the customer to go on reading your message.
5. Pick an Appropriate Time for Your Message
Getting notifications from a business at 7 am or on a Friday night is likely to annoy your customers, not engage them.
Make sure to time your texts between 8 am to approximately 9 pm. If you’re trying to drive them to your store, and you know they usually visit it at a specific period of time during the time, such as 6 pm, you can time your messages so customers get them when they’re free and ready to shop.
6. Measure to See What Works
Measuring the performance of your texts will make it easier to improve them for next time. You can check criteria such as open rates (how many people opened your emails) and click-through rates (out of the people who opened the SMS, how many clicked on the link).
These rates will be a good indication of the messages people responded to and the messages they weren’t interested in. If the open and click-through rates were high, this means that you managed to craft a good text message and that people wanted to read more about it. Low open and click-through rates are a testament to the opposite.
These numbers will help you learn which kind of messages work and which don’t and adjust your message for next time.
The substance of the text is just as important as the message itself. If the click-through rates aren’t high, this means, for example, that the promotion you sent out wasn’t engaging enough. You can use these insights to message customers about a higher discount next time or a more well-timed sale.
for your business
(not anybody else’s)
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