SMS Marketing has become an incredibly powerful marketing channel for retailers and it is precisely what it sounds like – a way to connect with customers at every stage of their purchasing journey using text messages.
Retailers can use texting to send customers special promotions, mobile coupons, announce a special or event or simply encourage them to come back to your store.
In our previous blog, Conjure Sales & Build Trust – The Magic of Mobile Marketing, we addressed some benefits and best practices of SMS marketing for retailers, including how to stay compliant. As a follow-up to that article, we will outline how to run a successful campaign and provide some examples of customer texting done well in this blog.
How to run a successful SMS campaign
Starting an SMS marketing campaign is not just a matter of deciding you want to get into this type of marketing. These campaigns require thought and attention to yield amazing results. Follow these best practices to get the most out of your next SMS marketing campaign to boost sales.
- Get permission: Encourage people to sign up for your campaign with reminder prompts, just ensure you ask for permission separately from email marketing requests.
- Keep it to the point: All of your SMS messages should stay under 160 characters as additional characters will be automatically cut off. Try AB testing to find the right mix of messaging and see what works best for your audience, but be concise. For example, do your customers like emojis, or do they find them annoying? Do they respond well when you include their first name? If so, try pairing personalization with a unique offer linked to a landing page and see if your conversion rates increase. If on the other hand, you do not see conversion rates increase, try another format until you get it right.
- Start a drip campaign: Drip campaigns are a form of marketing automation where pre-made messages are fired at specific customers when they meet your defined parameters. For example, if a customer has been subscribed to you for six months, an automated message with a special deal could be used to reward them. These types of campaigns are simple to set up and require almost no ongoing maintenance, so it’s a great way to bring automation into your business and a first step at creating a good customer experience for your customers.
- Get a short code for mass text messaging campaigns.
- Stay professional, respectful, clear, and on-brand.
- Make it clear exactly how your shoppers can benefit from your offer.
How to stay compliant
Once you tackle getting your SMS marketing automation in place and building up your list of subscribers you can start to focus on the type of campaigns you want to run. Below are a few common SMS campaigns to get you started.
Welcome your newest shoppers with a quick text. Typically, these should also include a promotion or coupon intended to encourage the shopper to return soon.
Customer service follow-up: this might be the safest and most direct way to integrate SMS marketing into your plans. It gives you the chance to check in on a recent experience or purchase to see how the customer is doing while also providing them the space to address any issues that they may have with a purchase before they take it to a review site or simply abandon shopping with you altogether. It also gives your customers the chance to select if they would like to receive SMS updates on their order once completed. When customers opt-in to receive fulfillment text messages, you can continue to upsell to boost conversions and bring in more sales, just keep it consistent and do not overdo it.
Product updates: Send shoppers updates about your most popular products or new items you have in stock. Add some urgency and combine these with promotions.
Loyalty notifications: Merge your SMS marketing with your loyalty program. This gives you the ability to notify shoppers when they earn points, redeem points, or provide exclusive benefits like flash sales, member-only events, and special offers. It also creates a sense of belonging and special treatment which means subscribers are more likely to come back to your store and make a purchase.
Personalized notes: Your SMS marketing campaign can also nurture existing client relationships by offering your shoppers personalized notes about birthdays, anniversaries, etc.
Bringing it all together
If you are looking to expand your market share while also offering your customers a faster and more secure way to receive updates about your products and events immediately, SMS marketing could be the answer you are looking for.
Keeping up-to-date with this trend will help you to adapt your eCommerce strategy quickly and get ahead of the competition. Ready to take the next step to grow your business efficiently and cost-effectively? Connect with one of our experts today to discuss your needs!