Texting or SMS Marketing

WHAT IS SMS MARKETING?

SMS stands for Short Message Service.  SMS Marketing refers to a strategy of sending marketing messages directly to Mobile phones using the built-in SMS app.  These messages are short and direct; they may contain promotions, sales, coupon codes or announcement messages / alerts.  Texts can include link to a landing page.  They catch the attention of the recipient and inspire quick action.

In the beginning, the SMS service was for personal messages. Bulk SMS Marketing has been used by Big Brands successfully for more than ten years.  But in the previous few years, businesses have started using SMS to send marketing messages.  They benefit from conveying a powerful statement or offer in 160 characters or less.

SMS marketing uses text messages to promote business products or services.  Therefore, it is also known more simply as Texting or Business Texting.  It is a great way to reach inaccessible customers via other advertising or marketing.

It has become a highly regarded marketing channel.  It has many forms, tools, best practices, and use cases.

These messages are delivered directly to Mobile phones as text messages.  Thus, its reach and accessibility far exceed all other digital marketing channels.

VARIOUS FORMS OF SMS MARKETING

Mobile Marketing can take many forms; it depends on the use case or the degree to which a business wants to engage its audience.

As a result, simple text messages create a connection after a prospect, or a customer takes a specific action.

Some examples are:

– A confirmation message after requesting a quote or information from a prospect.

– A Thank you message after an order or an online purchase

– An Invitation to a VIP-only sale or event

– A text is sent to let the customer know their table is ready from a waitlist 

– A text is sent to let the customer know order is ready 

– Provide curbside pickup services or curbside product delivery

– Two-way communication messages engage prospects, provide information, and answer questions

– Coupons, special pricing, and other promotional messages get sent to promote sales

– Loyal customers stay informed of their Loyalty reward status, perks or benefits.

More complex configurations we use involve using integration of Text Messaging with other e-commerce systems like Shopify, Big Commerce or Woo Commerce. In addition, integrations can be made with POS systems or CRM systems like Salesforce, Wealthbox and others to automate when new clients are added to a core application and you want to be able to reach customers via texting once you obtain the proper consent. 

Other forms exist, but the above ones are the most common.

TOOLS USED FOR TEXTING OR SMS MARKETING

A) SMARTPHONE

Convenience and accessibility are the main reasons texts are successful in marketing.

Over 84% of the world’s population owns a smartphone.  Every smartphone is capable of sending and receiving SMS or Texts.

In addition, most service providers do not charge extra for sending or receiving texts.

Most people have their phones on from when they wake up to when they sleep.  They feel like their phones are attached to them.

Therefore, constantly checking messages has become a human condition. Thus, reaching prospects and customers via texting is highly successful.  Every Smart Phone is the best tool for marketers.  And today, it is in every prospect’s hand.

B) SMS MARKETING PLATFORM

We offer a platform with expert services.  We custom design and set the strategic direction of the campaign.  Also, provide ongoing management and execution of SMS Marketing campaigns.  We ensure success by giving full-service marketing services.  Only large corporations with big budgets used to have access to powerful technologies and managed solutions like this.  Now, it is available to businesses of all sizes through Mobile High 5.

C) FULL-SERVICE SMS MARKETING AGENCY

Texting needs the art of writing sales pitches and calls to action within the 160-character limit.  The right words, visuals, message delivery trigger, and call-to-action mechanics impact the results.  Thus, a full-service marketing agency creates successful SMS Marketing campaigns and delivers results.

D) KEYS TO SUCCESS

In reality, the design of the program can create success or failure.  Customer action or in-action creates properly timed trigger messages.   Therefore, segmented messaging and strategic data collection are the keys to success.

THE GOAL OF SMS MARKETING CAMPAIGNS

There are three levels in the goal of these campaigns.

1) Build a database of opted-in prospects and customers.  Thus, it gives proper permissions for compliance.  These individuals have given consent to receive messages from your business.  Therefore, they are reading, engaging, and performing the call-to-action.

2) Win, delight, and create loyal customers by sending special offers, discounts, product updates, coupons, promotions, and reminders.  These timely messages make your customers feel special.  They keep your business top-of-mind during purchasing decisions.

3) Reach prospects and customers wherever they are—no need for an App download or a password.

BENEFITS OF SMS MARKETING OR TEXTING

a) Own your Data: Unlike Social Media and paid Ad channels, in Text Messaging Service, you own your customer data.

b) Build direct relationships with the subjects of your marketing campaigns.

c) The highest rate of engagement.  Texts have over a 98% open rate.  At the same time, emails have a 16% available rate.

d) Have live conversations via two-way texting.  Thus, promoting customer engagement.

e) Promotions, reminders, and product information are easily accessible, thus making order placing easy.

f) Have confidence your messages will bring results.

Is SMS marketing effective?

SMS has an open rate of 98% and response rate of 45%, compared to about 20% open rate and response rate of 6% for email, according to Gartner. SMS text messages stimulates a high engagement levels of readability and actions taken with shoppers everywhere according to McKinsey. Many customers prefer SMS or MMS messages because of the simplicity and ease of use. Because Texting is a channel most customers consider personal, businesses must be careful about the number of frequency of messages, otherwise consumers may opt-out. The success of marketing campaigns can vary, based on the perceived value the customer places on the business relationship. We suggest a text-based loyalty program because customers will see their rewards and feel that their spending is truly valued.  Another key area to consider is the level of personalization. If a business spends the time and effort to know more about the customer and their preferences, you can target rewards and offers that meet what the customer is looking for.  Be sure to ask about what brands, products, services and types of communications they are looking for.  Providing offers based on the customer’s history, frequency and preferences can be a huge driver of success. 

SMS MARKETING BEST PRACTICES

Success in Text Marketing, or Texting for Business, depends upon implementing best practices and adhering to related Laws. Regulations regarding SMS and MMS communications fall under Telephone Consumer Protection Act, also known as the “TCPA” as well as commercial communications that may come under the CAN-SPAM Act.  In addition, There are industry groups who are actively involved in making sure participating businesses and technology partners follow best practices. Law stipulates that unsolicited texting is not allowed.  Any violations have hefty penalties. 

What is the TCPA or Telephone Consumer Protection Act? 

The TCPA is an acronym used for the Telephone Consumer Protection Act of 1991. This law restricts telemarketing practices, specified phone calls, business text messaging and facsimiles especially when practices involve automated technology. The act is intended to reduce unwanted communications. For example, it places restrictions on the use of automatic dialing systems and artificial or prerecorded voice messages. Collections’ actions by phone are also regulated under the act. The Act was updated in 2003 in partnership with the Federal Trade Commission (FTC) regarding development of a national Do Not Call Registry and in 2012, revisions were made regarding robocalls, prerecorded voice messages and automated opt-outs for certain types of calls. While we do not use prerecorded voice messages or an autodialer, businesses using our text services must obtain express written consent from consumers to send commercial and marketing text messages. 

What is The CTIA?

The CTIA is an acronym for the Cellular Telecommunications Industry Association, and is a trade association for the wireless industry. The CTIA has developed a series of principles and best practices for members of the messaging ecosystem to follow. The best practices help to support the use and innovation of text messaging and also help to maintain protections for consumers regarding unwanted messages. 

Other Regulations

As mentioned, commercial messaging may also fall under the CAN-SPAM Act as well as certain State regulations.  It is best to consult with experienced SMS Marketing providers like Mobile High 5 who has expertise in developing and executing compliant programs and what types of businesses and products that are not allowed to use text marketing.

Talk to us about your marketing plans and we can develop a successful and compliant program for your business.

Click here to learn more about the Opt-in rules

HOW TO GET STARTED WITH SMS MARKETING

We are a full-service Texting Message Marketing agency.  We have a proprietary platform that makes enterprise-level tools available for your business.

Our team has decades of marketing experience driving growth.  Thus, we deliver success for businesses of all sizes.

It is easy to get started.  Call us at (484)325-5725