Despite all the attention that other forms of mobile marketing receive, according to a new report by Mogreet, SMS -based marketing programs continue to grow, with more than 100 percent growth in participation since April 2012. SMS is one of the best traditional mediums marketers can use to reach consumers, allowing companies to build an ongoing dialogue with new and existing customers. Marketers need to understand the importance of providing new, valuable, and interesting content specific to a particular campaign when sending SMS text messages. James Citron, of Morgreet, states “Consumers who opt-in to text marketing programming want to receive something exclusive and valuable in exchange for giving brands permission to engage with them on such a personal device.”
A few things to keep in mind when planning your SMS text messaging strategy:
- A mobile device is personal and interruptive; as 98% of SMS text messages are opened and read. With that being said, your message needs to grab the attention of the user and provide immediate value. The messages you send need to be time sensitive, relevant, and provide special offers or interesting content.
- In addition to providing time sensitive and relevant content, the SMS text message should be an extension of an existing advertising strategy, providing a rich, multi-channel experience to the end user. Include links, video, fun sweepstakes or contests, and engaging content. Links should lead users to mobile-optimized sites and pages. Remember, SMS text messaging is the most effective marketing medium to elicit consumer response. Having a customer’s mobile phone number is extremely valuable, as mobile coupons are 10 times more likely to be redeemed than mail or newspaper distributed coupons, and 50% of people made a special trip to a store to redeem a mobile coupon. Be sure you provide an integrated experience.
- Sending too many SMS text messages can lead to opt outs, as can sending too little. If a user opts in to your mobile program and you never send a message, they a. assume it does not work or b. forgot they opted in when you send a message 3 months later & will quickly opt out once you do. Retailers can achieve the lowest unsubscribe rate by sending up to two messages per week during peak seasons (think Holiday) and NO more than 4 messages per month during non-peak seasons (Cellit). You may want to consider an immediate offer to reward users when they sign up to your mobile program; which can be easily accomplished by including a small incentive or coupon in their “thank you” confirmation message.
SMS is ubiquitous on every phone, used by every mobile phone owner, and is not going away. If you do not have a SMS text messaging as part of your marketing strategy, you are missing a huge opportunity to connect with you customers.
Sources: Mobile Marketing Daily, http://www.mobilemarketer.com/cms/news/messaging/14375.html