How To Effectively Use SMS To Announce Promotions?
Introdction.
SMS marketing, everyone experiences it almost daily. A current promotion? A message. An upcoming promotion? A text message.
It must be said that this tool has significant assets and remains unbeatable in terms of engagement with your target.
In France, the mobile phone is part of life and users send an average of 4 SMS per day. Therefore, we can say that SMS is an essential means of communication today.
It is still necessary to use it wisely to transform it into an effective conversion tool. That's good, we guide you step by step in this article.
Must Read: Niche Market: A Beginner Guide
The Different Types of Commercial SMS
Here is the presentation of the different types of SMS used in marketing:
1. Commercial SMS.
It's a fairly strong presentation that highlights a promotion or the release of a new product. The content is generally in the information domain.
2. SMS Couponing.
With this type of SMS, you can send discount vouchers or a coupon to present. It's simple, fast, and particularly effective. If you're looking to reach new prospects, this is the technique to use.
3. SMS M-Ticket.
Via this type of SMS, you can transmit an Internet link that allows access to a ticket. It is used a lot by transport companies, but also for shows and other concerts.
Must Read: Network Marketing: A Complete Step-by-Step Guide From Beginner To Advanced
Benefits of SMS Marketing.
SMS is one of the very effective ways to interact with customers or prospects. As a bonus, it has a few advantages:
- SMS is an excellent communication medium for promotional offers. It significantly improves in-store traffic. The yield is much higher than that of emailing or flyers.
- The SMS gives the possibility of setting up more personal communication. It can be original, and interactive. Messages can be adapted and invite conversion more easily.
- The SMS makes it possible to set up a loyalty strategy thanks to the possibility of distributing effective and targeted promotions. This type of campaign is complementary to those carried out with more traditional means.
- Communicating by SMS makes it possible to dematerialize. This reduces the costs associated with marketing campaigns, and as a bonus, we improve our environmental footprint. The planet will thank you...
Must Read: Target Market: A Complete Step-by-Step Guide For Beginners
The Regulation of SMS Marketing
The CNIL governs SMS marketing campaigns to protect mobile phone users, and rules must be respected.
The National Commission for Computing and Freedoms is there to protect everyone's data, support you in innovation, and preserve your freedoms. Here are the legal obligations to be respected:
1. The Consent.
To carry out an SMS campaign, you must have obtained SMS marketing authorization from people. We are talking about opt-in consent.
It is a method used on the Web which allows you to retrieve email addresses and mobile numbers from a checkbox. However, there are 2 exceptions to this rule:
- If the person concerned by the sending of the marketing SMS is already a customer of yours,
- If the content of the SMS marketing is not commercial.
2. The ability to Unsubscribe.
As for a Newsletter, you must indicate the possibility for the recipient to unsubscribe from your SMS. Indeed, if a person returns a “stop” to your marketing SMS, you must remove it from your database.
3. Your obligations as an advertiser.
You must write down your name and that of your brand. Indicate the product and the subject of the SMS.
4. Schedules to respect.
SMS marketing campaigns are prohibited from 8 p.m. to 8 a.m. as well as on Sundays and public holidays. The objective is not to harm the stability of mobile users.
5. GDPR.
The General Data Protection Regulation governs the protection of personal data. When you handle personal data, by sending a series of marketing SMS for example, you are responsible for the processing that will be done with this data.
You must therefore indicate in a document (GDPR) the data you use and for what action.
Must Read: Experiential Marketing: A Complete Guide From Beginner To Advanced with Example.
7 Tips For Effective Texting.
1. Ask for Consent from your Prospects.
Before you even think about texting, you'll need to get permission from your customers. Whether it's SMS or emailing, the GDPR (General Data Protection Regulation) forces you to do so.
This is not only a legal issue but also a strategic one. As long as your message reaches interested people.
Don't forget to mention that you will be sending SMS for promotional purposes so that there is no misunderstanding. This will build the trust of your subscribers.
2. Make Messages Personal.
It is a basic principle. The more one feels exceptional and privileged, the more one is inclined to take action. To achieve this result, you can include the first name of your recipient.
Similarly, rather than starting immediately with your message, include your brand name at the beginning of the SMS so that your customers immediately identify who is writing to them, even before opening the message.
3. Customer Experience matters.
Even SMS should keep the customer experience in mind. The SMS system allows you to include a link in your text message.
You can then send the recipient directly to your landing page to facilitate the process and offer an optimal customer experience, designed for mobile.
Of course, to make it even more relevant, consider adapting your website to mobiles.
4. Go straight to the point.
160 characters are not much. Your marketing SMS should be short. It, therefore, becomes essential to go to the essential.
Although it seems unnatural, conciseness and clarity are the best allies for good memorization of your message and your offer.
However, you have the option of sending longer SMS messages. However, it will also cost you more.
Here are the financial rules of your SMS
From 0 to 160 characters, there is 1 SMS
If you write from 160 to 306 characters, it will cost you the price of 2 SMS
For 307 to 459 characters, it will be the price of 3 SMS
5. Make room for Creativity.
SMS has a very high deliverability rate. This is an opportunity to stand out and exploit different possibilities. Instead of limiting yourself to promotional offers, you can also offer contests, special packages or packs, events, etc.
It is important to “reward” your customer for their attention. This can be with a discount or an invitation to an event. You can also provide gifts.
6. Segment your Audience.
Segmentation is a central point for any marketing campaign. SMS is no exception to the rule. The more you know your audience, the more you will segment it, the more impact your campaigns will have and your ROI will be high.
This will allow you to send relevant SMS, which will meet the needs of your customers.
Imagine that you are a brand selling beauty products. A customer regularly buys face creams, but never makeup. You decide to send her a promotional text for lipsticks or blush palettes.
The risk is great that she does not pay much attention to it. Conversely, if she can get a discount on a skincare product that's relevant to her, chances are she'll buy from you.
7. Choose your timing well.
In the case of SMS marketing or emailing, the sending time plays an essential role in the performance of your campaigns. Remember to respect the times and days authorized by law for sending your marketing SMS.
And of course, put yourself in the shoes of your customers to determine which timing is most relevant for your shipments.
Must Read: Inbound Marketing: A Complete Step-by-Step From Beginner To Advanced.
Some Examples of SMS Marketing
1. Promotional text messages.
You can use them for your promotions, private sales, or even open houses.
Example: “Zen attitude” transmitter
Until June 30, take advantage of a 20% discount on our "relaxing massage" subscriptions on the presentation of this SMS to celebrate 5 years of Zen massage room! STOP 36007
2. Event SMS.
You use recurring events that occur like Christmas, Valentine's Day...
Example: transmitter “Jeff de Bruges”
Valentine's Day is approaching! In your Jeff de Bruges store in Nantes, take advantage of a 20% discount on all the heart boxes in the window until February 13th. STOP 36007
3. You confirm by SMS.
You want to discuss with your customers to stimulate the relationship, confirm appointments, offer a short survey...
Example: Doctor Raast transmitter
We confirm tomorrow's appointment with Dr. Raast at 10:30. Please confirm by replying OK to this SMS
Following the patient's response, you acknowledge receipt and wish him a good day
Must Read: Buzz Marketing: A Complete Step-by-Step Guide For Beginners.
Our tip.
Think about the timing. Your marketing campaign can be relevant, attractive, and personalized, if you don't send it at the right time... it won't have the same result.
You must ensure that the choice of time and day of sending is the most appropriate for your objectives and your message.
Anticipate… Don't wait until the last moment to send your text messages. It is possible to use tools to delay the start of your SMS marketing campaign sending. It's the best way not to forget.
The SMS has strong deliverability as well as the open % is almost over 95%. But before getting there, you have to focus your attention on the objectives, the targets, and the rules.
The SMS is a tool that allows actions to be instantaneous. It is therefore e-commerce as for physical stores a "booster" of sales.
0 Comments