6 SMS Tips to Make It a Powerful Marketing Tool
SMS remains a powerful real-time engagement channel. Too simple in today's advanced mobile marketing arena? No way.
Text messages are read and acted upon, fast. While a typical email can sit for days, 90 percent of texts are read within three minutes—now that is unmatched immediacy. In addition, 98 percent of messages are opened. Can you say the same thing about your most recent email campaign? I can't. Better yet, SMS messages can reach any mobile device so your efforts aren't limited to smart phones.
As society becomes more and more mobile, the ability to send an instantaneous, interactive and cross-carrier messaging is an essential aspect of consumers' everyday lives. Using SMS, brands can engage consumers with polls, coupons, alerts, games, contests, sweepstakes, etc., while delivering the instant feedback and metrics/analytics needed in today's data-driven marketing environment. It is a cost-effective, low-risk way to engage consumers via mobile marketing. However, two-thirds of marketers still choose to forego this channel and rely solely on mobile-optimized websites and native applications as their "mobile strategy." (Opens as a PDF)
If you are ready to enhance your mobile marketing strategy, SMS marketing success comes down to one thing (just like anything in marketing): execution. Here are six quick tips to keep in mind:
1. Mobile Messaging Can't Be a Standalone Initiative. It must be integrated into overall marketing programs to create a seamless customer experience. Coordinating your SMS efforts with existing CRM programs will provide a more comprehensive view of your consumers' digital activity—across the Web, email, social and mobile. Integrating all of these touchpoints in real time can drive a successful cross-channel initiative.
2. Push Metrics Beyond the Basics. Text messaging has become an important gateway to customer data. Make sure that metadata captured includes not just standard fields (e.g. ZIP code, date of birth), but also fields most relevant for your given business (e.g. shoe size, brand preferences). Track interactivity (e.g. delivery/open rates, response time of day) for every single interaction and deliver ongoing messages according to any patterns and insight found in the reports in the SMS channel and elsewhere.