SMS for the Holidays
You know it’s officially the holidays when REI is encouraging “Black Friday” consumers to go outside and Ellen has kicked off her “12 Days of Giveaways.” Which means marketers are probably in full swing with their seasonal campaigns and offers – primarily through email, web, and direct mail. But what you might find surprising is that mobile is still not a cornerstone of these campaigns. According to a recent Adobe report, only 20% of companies have a mobile marketing strategy that extends into the next 12 months. Let’s put it another way, 80% of brands have yet to feel compelled to develop a long-term marketing narrative for the on-the-go consumer. This is shocking when you consider:
– Texting is the most widely-used and frequently used app on a smartphone, with 97% of Americans using it at least once a day.
– Text messages have a 98% open rate, while email has only a 20% open rate.
– 90% of all text messages are read in under 3 minutes.
– 75% of people would like to have offers sent to them via SMS.
– SMS coupons have a 10X better redemption rates when compared to email coupons.
With nearly 100% open rate and 10X coupon redemption rate, mobile messaging is truly the gift that keeps on giving. Because SMS is so effective at getting your customers’ attention, one irrelevant message can turn the most loyal customer sour.
So check out a few ways to gear up for your next seasonal SMS campaigns:
General rule of thumb for text marketing
In your quest to get more sales, don’t forget text marketing is highly regulated and messages can only be sent to users who opt in – double opt-in is ideal. Also, avoid texting off hours. You’d be surprised how many marketers are sending text campaigns to their entire database regardless of time zone.
Incentivize your customers to sign up
Create an engaging call-to-action and clearly display it in-stores, on your website, in emails, etc. The more places you display your CTA, the more likely people will see it and sign up for your text program.
Text-enable your toll-free and long code numbers
According to data gathered by Infomate, the large majority of Americans would prefer to text a business, rather than make a phone call and wait for a response on the other end. By text enabling your toll-free and long code numbers, you will be able to drive consumer engagement and ultimately generate more revenue from them.
Send targeted messages
SMS is the most personal and direct channel out there. Customers that opt-in to your SMS campaigns are most likely your most loyal customers. Reward them with special, personalized offers that are only sent to those who have signed up for SMS notifications.
SMS and social media are not mutually exclusive
As a marketer, you should combine both of these channels to build the other. Promote your text program on your social page and send your SMS list a link to follow your company on social. Use the power of social media to make it simple for your customers to share great mobile deals on their social networks. Viral sharing campaigns are extremely successful and provide you with more exposure and, in turn, more customers.
To learn more about how to launch your SMS campaigns through your existing communications offerings by utilizing toll-free and long code numbers contact firstname.lastname@example.org.