If you’ve been keeping up with our text message marketing blogs, you may recall a recent post we wrote on the five elements of a strong text message marketing campaign. Originally, we tackled the topic from a psychological perspective, incorporating elements around the brain science of simplicity, urgency, timeliness and more.
This time around, we wanted to highlight the value in traditional SMS marketing tactics. And there certainly is demand: 85 percent of customers prefer receiving text messages over a phone call or email, according to one study. With such a strong consumer backing, it’s clear that text messages can generate major support when strategically done.
Dylan Ward, Demand Generation Manager with Slick Text, an SMS marketing solution for B2B and B2C companies, gave us three elements he says every text message should have.
The elements every marketing text needs
1. Say who you are
Quick tip: It's likely customers didn't save your short code or number in their phone.
Sometimes, getting customers to interact with your brand requires a soft touch. A good way to start is simply by introducing yourself.
You can lessen chances of customers categorizing your messages as spam — or ignore them completely — by saying who you are. This can also help keep you top of mind with consumers and remind them of the products they love.
The benefits don’t stop there. Letting your customers know who they’re receiving a message from can also help you cut through the noise and easily communicate with your audience. Consumers have so many brands reaching out to them on a regular basis that it can be overwhelming trying to keep up with every company. To take some of the burden off consumers, make sure you clearly identify yourself right away. Your name, photos, recognizable traits (tone of voice, word choice, product mentions) and other brand attributes can help separate your brand from others.
2. Offer value
Quick tip: Before sending, always ask, "Does this text create value for my subscribers?"
It’s important to remember you’re the one texting your SMS list, not the other way around. You have something to show them, and you want them to recognize its importance as soon as possible.
So how can you enhance value for your customers? Cut right to the chase and put your promotion or specific message out there first. This will allow your customers the opportunity to decide if they want to continue reading further and ultimately help you gain a better understanding of what captures your audience’s attention.
3. Call to Action:
Quick tip: Let subscribers know what to do with the information you just gave them.
When you send out information to your text subscribers, the last thing you want is for them to sit on your message. Including a strong call to action (CTA) can move subscribers along and increase the chance for more conversions.
A good CTA is clear and concise. It will plainly define the action customers should take and be relevant enough to encourage them to do so. Place a link to your website, discount code, sign-up information or any other directive you want your subscribers to follow in the message.
When you’re hoping to connect with consumers, every message counts. And that means the contents of your messaging must be appealing and valuable. Traditional SMS practices are staples for a reason, and using them can help you create messages that align with your audience.
