SMS Marketing is sometimes dismissed by marketers as it lacks the glitz and glamour of other channels such as MMS or QR codes. However, it is still arguably the best medium companies can use to drive marketing ROI and increase sales. The low cost and high response rate of SMS makes it very appealing to business owners and marketers alike.
In the United States companies such as Macy’s, Gap and Ford are using SMS Marketing correctly to not only increase consumer engagement, but drive revenue as well. Ford recently used a text call-to-action to produce a 15.4% lead convergence.
Consumers are now active participants in marketing and are responding to calls to action in unprecedented numbers.
“Of course, another advantage to SMS marketing is that an interaction often leads to a re-marketing opportunity through an opt-in,” Jeff Hasen, chief marketing officer at Hipcricket. “This drives loyalty and sales”.
So what is “using SMS Marketing correctly” ?
Firstly, it is important to have a clear and concise call-to-action. Short, sharp messages, ideally less that 160 characters long.
Secondly, marketers should offer consumers some form incentive for opting in. Macy’s keep consumers up-to-date on the latest sales and Gap offers consumers a discount via SMS. By offering an incentive, consumers are more inclined to opt-in.
Finally it all about driving engagement through timing, frequency, personalization and relevance.
Marketers should being respectful of the time messages are sent, and messaging frequency. Each message should aim to be personalized to the consumer and relevant to their interests. This can be done by segmenting your customer base into various groups based on profiling and personalize each message by using one of the cool features on the SendMode platform to pickup the consumers first name as the message is being sent out.
It is also important for marketers to provide a clear guidance of what the consumer can expect from joining their database,
“More and more of today’s marketers and business owners see the benefits and ROI of text marketing, they are looking for new ways to engage with customers,” Mr. Hasen said.
If you have any questions on mobile and text marketing please feel free to call us on 01 685 4913 at any time.