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The Golden Rules of SMS Marketing

Short Codes

Is the SMS delivery route important?

Get ACTIVE consent

Their mobile phone is seen by many people as their 'personal space'. And an uninvited intrusion is viewed in a very negative way.

Although a customer may have signed up to receive offers and information, and you are complying with the law in sending a text, do not assume that they will be happy to suddenly start receiving texts. This is not always the case. This is why we recommend a double opt-in to make sure a customer is happy to receive text messages. We call this ACTIVE consent.

Many companies have had a bad experience of SMS marketing by not following this golden rule.

Incentivise

Incentivise, incentivise, incentivise. A recent study placed this as number one in importance in getting customers to accept text marketing.

Incentives can take many forms, it could be a voucher that can be redeemed by replying, visiting the store or entering it on your website.

The exact incentive will be dependant on your business but offering one is key.

Make it relevant

The message must be relevant to what the recipient requested. Sounds obvious but many companies fail to follow this rule.

For example, don't send special holiday offers for Greece to somebody who has expressed an interest in receiving information about flights to Spain.

Keep the information relevant to the request and your customers will respond and your sales and customer interaction will soar.

Don't over text

Once you have seen how successful SMS marketing can be the temptation is to send more messages. DON'T.

Repeated studies have shown that the optimum number of messages that a customers is prepared to accept is 2 a week. Anymore and it starts to irritate them and they start viewing it as spam.

Reassure your customers that they will receive a maximum of 2 texts per week.

Resist the temptation and don't over text, this will destroy the value of your SMS marketing.

Opt out

The regulations require it but make it easy and crystal clear to your customers that they only need to contact you by a standard rate text or phone you and the messages will stop immediately.

A clear, easy and unambiguous opt out is a powerful enabler in ensuring the success of your text marketing.

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