People invest a lot of money in mobile marketing campaigns, so those responsible will need to plan and execute it as stringently as possible to maximize the chances of achieving a return on their investment. When organized and managed astutely, SMS marketing can be a very lucrative medium for businesses. However, if it’s poorly planned or maintained, it can be the equivalent of flushing thousands of dollars down the lavatory.
You’ve probably heard of the expression ‘content is king’. It’s a principle that certainly rings true with SMS marketing. One of the key features with this form of outreach is brevity. Your message needs to be succinct and grab readers’ attention immediately. Also, there should be a prompt in the message that will spark a reaction from the reader so that they are left in no doubt as to the purpose of the message. Capitalizing words such as ‘WIN’ will make the message purpose clear and simple instructions will encourage customers to respond appropriately. One major no-no is the use of text speak. It might be a text message that you’re sending, but usage of slang makes your business seem overly casual and frankly a bit disrespectful to its customers.
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Timing is also key to the success or failure of an SMS marketing campaign. Unlike most other marketing formats, people read text messages almost instantly, so immediacy is crucial. You want to hit customers at a time when they are most likely to avail of your offer, but if the campaign is international, you need to consider time zones so that you don’t bother customers in the small hours of the morning.
SMS Marketing Dos and Don’ts Infographic
The folks at Neon SMS put together an infographic with the main do’s and don’ts of mobile marketing. There’s some very good pointers in there so it’s well worth checking out.