The Mobile Marketer

Mobile is becoming not only the new digital hub but also the bridge to the physical world. That’s why mobile will affect more than just your digital operations — it will transform your entire business

When Constructing Effective Text-Message-Marketing Campaigns…

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SMS (Short-Message-System aka “Text-Message-Marketing”) requires different rules of frequency and message content than other types of digital messages.

Because of “number portability,” which allows cell phone users to take their digits with them when they change carriers, a mobile number has a much longer shelf life than an email address. Thus mobile phone lists—100 percent opt-in, of course—are far less likely to “go bad” than email lists. Marketers do not need to send messaging campaigns to phones nearly half as often as they do to email addresses, because they don’t need to curb turnover in their mobile contacts lists.

From what I’ve seen, text messaging frequency works best at only two or three times a month. Marketers really should avoid sending daily text message campaigns, a practice that will cause their lists to dry up faster than government funds after a nationwide bailout.

SMS marketing needs to be handled delicately, with extremely targeted messages, and by dangling “carrots” in front of consumers that are delicious enough to prevent them from unsubscribing. Consumers need to feel that your marketing texts are worth the potential five to 15 cents it could cost them to receive if they don’t have a data plan. Your message, for example, could have a substantial discount or offer to make it worthwhile for the consumer. A text with a legitimate coupon code, and discount expiration date, adds a sense of urgency to the marketing message.

Indeed, from what I’ve seen with the marketers I work with, coupons combined with text messages are an awesome combo! This makes sense; consider that if the average person receives a text, he or she immediately checks to see who it is from.

If it’s from a company offering a discount, advertising a promotion, or simply giving a product update, the consumer will most likely read it, even if it’s just for the sake of deciding whether or not to reply STOP or END. When customers see that your marketing SMS messages offer them value, they’ll decide to keep receiving them—and to keep spending money with your business.

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