SMS marketing involves sending promotional or transactional text messages for marketing purposes. These text marketing messages typically inform customers who have consented to receive offers, alerts, and updates from your business. When done correctly, it’s a direct and efficient way to connect with customers due to the personal nature of text messaging.
When considering SMS marketing, it’s crucial to strike the right balance between personal and professional. Introduce yourself or your business in your first interaction to establish trust. Always aim to be conversational, but keep in mind the clarity of your message; a clear call to action should guide the customer on what to do next. Ensure all communication is within reasonable hours to respect the customer’s time.
In crafting SMS messages, it’s important to be personable and concise, using short URLs and straightforward language. Avoid over-messaging, relying on abbreviations, or sending complex information. Also, use a familiar number to avoid being ignored by customers. Following these best practices will ensure an effective SMS marketing strategy while respecting your customers’ boundaries. Let us discuss these dos and don’ts of texting with customers.
1. Be personal
Being personal in your SMS marketing communications is about creating a genuine and direct connection. But, it’s tailoring your messaging in a way that speaks directly to your customer, as if you’re conversing with a friend. This approach is crucial as it helps break down the barriers of traditional corporate communication, fostering a sense of loyalty and trust between your brand and your customers.
The benefits of personalizing text messages are clear: personalized messages result in higher engagement rates, improved customer satisfaction, and increased sales. By addressing the customer by name, referencing past interactions or purchases, and crafting messages to suit individual preferences, you will likely see a significant impact on the effectiveness of your marketing strategy.
2. Be conversational
To be conversational when texting with customers means engaging in a natural and friendly manner, akin to speaking in person. This informal tone helps to humanize your brand and makes customers feel more comfortable and valued.
The importance of a conversational approach cannot be overstated; it enhances the customer experience by making interactions feel more personalized and encourages a two-way dialogue. This level of engagement is beneficial since it can lead to better customer insights and the opportunity for immediate feedback.
Moreover, the benefits of adopting a conversational tone in your SMS marketing efforts include increased open and response rates. By fostering a friendlier relationship, customers are more inclined to read your messages and take desired actions. Additionally, this strategy can differentiate your brand’s communication style from competitors, making your messages more memorable and impactful.
3. Introduce yourself in the first text message
When starting SMS conversations with new recipients, it’s vital to introduce yourself in the first text. This informs the recipient who is contacting them, which is crucial for building trust. Begin by stating your name and company. If the message is part of a campaign or follows an event the customer participated in, reference that event or their specific consent to receive texts.
First impressions matter, even in text messaging. Proper introductions set the stage for future communication, subtly encouraging the recipient to continue reading and engage. It serves as a personal touchpoint that can turn a generic marketing message into a feeling of a one-on-one chat.
Introducing yourself in text message marketing minimizes confusion and increases the likelihood of your message being well-received. This can lead to higher response rates, strengthen customer engagement, and enhance the overall effectiveness of your SMS marketing campaigns. A compelling intro makes the recipients feel like they are in a personalized conversation rather than just a target of mass messaging, fostering loyalty and encouraging positive actions.
4. Include a clear call to action or guidance
SMS marketing messages should always have a clear call to action (CTA) or guidance for the customer. A CTA is a prompt that encourages recipients to take immediate action, such as replying, clicking on a link, or purchasing. Remember that text messaging is a fast and direct communication channel; therefore, your CTA must be straightforward and concise.
Well-crafted CTAs significantly impact the success of your SMS marketing campaigns. It is crucial to study the customer journey and what action you want them to take after reading your message. Choose a specific goal for each campaign, whether promoting a sale, collecting feedback, or updating customers on their order status. Clear guidance makes it easy for customers to follow through, increasing engagement and conversions.
In addition to a clear CTA, providing guidance or instructions in your SMS marketing messages is essential. For example, if you ask customers to reply with a specific keyword, explain the purpose of this action and what they can expect by participating.
5. Keep texts within business hours
When communicating with customers via SMS, respecting their time by keeping messages within business hours is essential. This shows consideration for your customers’ personal lives and ensures that your marketing messages are more likely to be read and responded to.
Texting outside business hours can be seen as intrusive and may lead to negative perceptions of your brand. Knowing your customers’ time zones and scheduling messages is crucial. Moreover, avoid sending multiple messages quickly, as this can be perceived as spam. Learn the Best Time to Send SMS to ensure the success of your campaign.
What You Shouldn’t Do When Texting with Customers?
Success in SMS marketing also requires knowing what to do and what to avoid. You must understand basic etiquette in business communication if you intend to make text marketing a part of your strategy. Here are some pitfalls to avoid when engaging with customers:
1. Don’t Overdo Messaging
Overdoing messaging means bombarding customers with too many SMS, leading to annoyance and potential opt-outs. Why is moderation critical? Because it shows respect for the recipients’ space and time, preventing your brand from being perceived as invasive or spammy. The importance of message frequency moderation cannot be understated—it maintains the customer’s interest and goodwill towards your brand.
The benefits of sending messages in moderation include higher retention of subscribers, better engagement rates, and more positive brand perception. Customers will likely be more responsive to your communication when it arrives thoughtfully. This approach ensures your audience continues to see value in your messages without feeling overwhelmed.
2. Don’t use too many abbreviations or emojis
Avoid going overboard with abbreviations or emojis while keeping the tone conversational and informal. Texting is a casual communication channel; however, it’s still professional. Too many abbreviations or emojis can make your messages feel juvenile or unprofessional, potentially damaging your brand’s credibility.
Emojis can be a powerful tool in SMS marketing when used sparingly and contextually. They enhance the emotional tone of messages, making them more engaging. However, it’s essential to use emojis that align with your brand image and message content. For example, using a smiley face emoji may not be appropriate for a serious or urgent message.
3. Don’t send extremely lengthy URLs through SMS
When sharing web content via SMS, avoid using highly lengthy URLs. Why is this important? Because long URLs can be cumbersome for the recipient to handle and may take up valuable character space in a message. Additionally, long URLs can be confusing and make messages look cluttered, leading to a lower click-through rate.
The importance of using shortened URLs lies in enhancing the user experience. It makes the message appear cleaner and more professional while enabling better tracking of marketing campaign performance. The benefits include increased legibility, higher engagement rates, and the ability to track interactions more accurately. Short URLs can also be branded for consistency, increasing trust and message coherence.
4. Don’t send serious and complicated messages
Text messaging is a communication channel best suited for quick, concise messages. Converting severe or complex information can be challenging and may result in misunderstandings. These messages are better delivered through other channels like email or phone calls.
Remember that text messaging should be conversational, engaging, and understandable. Anything more complex than a quick update or reminder may be better suited for a different communication method. For example, sending complicated instructions or lengthy explanations can lead to frustration and a lack of engagement from customers.
5. Don’t use an unfamiliar number.
Using an unfamiliar number when texting with customers is not recommended. It can cause confusion and mistrust as customers may need to recognize or trust the sender’s identity. This approach can lead to customers ignoring or deleting your messages, resulting in low engagement rates.
Using a recognizable sender ID boosts message credibility and increases the likelihood of customer response. Use your company name or a familiar short code as your sender ID to establish trust with recipients.
What are the Best Practices in SMS Marketing?
Implementing the following SMS marketing best practices will enable you to develop a successful, long-lasting SMS text message marketing strategy. This will aid in business growth and customer engagement.
- Get Permission – Before investing in text message marketing, it’s crucial to familiarize yourself with the regulations regarding compliance. Failure to adhere to these laws can harm your brand and have significant financial consequences. The critical point is to ensure that you obtain express written consent from all new and existing contacts. This consent should be explicit and easily understandable so subscribers know what they’re signing up for.
- Be Concise – You’re limited to 160 characters when sending your subscriber’s text messages. Longer messages will be split. Therefore, strive for conciseness in every communication. For example, when sharing a promotional offer, focus on essential information. Lengthy messages may lead to subscriber opt-outs.
- Personalize your texts – Text message marketing offers the advantage of instantly reaching thousands of subscribers at once. However, ensuring that these messages resonate personally with each customer is crucial. The most effective approach is to segment your subscriber list. Segmentation enables you to tailor your messages according to their preferences, demographics, and other pertinent information.
- Only send a few texts – Sending excessive messages to your subscribers is a significant mistake. If individuals receive numerous messages from your company daily, it will come across as spam. According to industry guidelines, sending up to two to six messages monthly is advisable.
- Be consistent – Some businesses need more than just text message marketing. While some avoid spamming their subscribers by not sending messages often or sporadically, others inundate them. The challenge with infrequent messaging is that subscribers may need to remember why they signed up or lose interest. Striking a balance and establishing a consistent messaging schedule is vital to engaging subscribers without overwhelming them.
- Utilize an autoresponder – When you send text messages, some subscribers may respond by offering feedback, asking questions, or sharing complaints about your products. These interactions are valuable opportunities to build personal relationships with your customers. Ensure you use an autoresponder to reply promptly with a personalized message.
- Text during regular business hours – Respect your subscribers by contacting them only during regular business hours. Waking up to a text message alert in the middle of the night is unpleasant for anyone. By texting, people are more likely to act on your message when awake and alert.
- Always provide a way to opt out – Regardless of the effectiveness of your text message marketing campaign, some individuals will opt to unsubscribe. Therefore, it is essential to always provide text message subscribers with an option to opt-out. The simplest method is to include a message that states, “Text STOP to unsubscribe.” Doing so ensures you only communicate with individuals who genuinely wish to engage with your brand.
What are Professional Text Message Examples?
Crafting a professional text message is straightforward: beyond character limits, consider the tone when composing business SMS. Even in professional contexts, maintain a conversational tone. Texting is personal, so avoid robotic language when engaging with clients or staff. Keep language simple and direct, eschewing flowery expressions. These examples illustrate the appropriate tone, length, and language for professional text exchanges.
Welcome message
Greet your customers as they join your text messaging list, establishing the groundwork for a long-lasting partnership between you and them. Here are some examples you can use.
- Hello Nathan! Welcome to Wished! You’ll be the first to know about our latest deals, new arrivals, and more. As a special thank you, here’s a 10% discount code for your next purchase: WISH410. You can reply STOP anytime to opt-out.
- Hi Krystal! We’re delighted that you’ve joined our VIP text messaging list. Get ready for exclusive offers, sneak peeks, and early access to sales. As a welcome gift, here’s a 15% off code: SOCOOL123. Reply STOP anytime to opt out.
Sales message
Utilize sales texts to deliver promotions, special offers, and exclusive opportunities to your SMS contacts. Infuse your brand’s personality while maintaining professionalism.
- Hi Lucy, as your lease is up for renewal, we’d like to extend the offer of one month’s rent-free if you choose to re-sign. Please feel free to visit the leasing office if you have any questions.
- Hello Ronald! Our summer sale is on! Get 50% off all items in-store and online. Use code SUMMERFUN at checkout or present this message in-store. Valid until July 31. Hurry, stock won’t last!
Appointment reminder
Missed appointments can be costly for businesses; thus, using text messages to remind customers of upcoming bookings is an intelligent idea. Keep it brief, polite, and professional.
- Hi Sarah, this is a friendly reminder of your appointment tomorrow at 2 PM with Dr. Smith. Please remember to bring your insurance card and any necessary documents.
- Hello John! This is to confirm your appointment for the oil change service on Thursday, September 16, at 10 AM. Please give us a call if you need to reschedule.
Recruiting text
Sending recruitment texts to potential new team members can help you cut through a crowded email or voicemail inbox and make a memorable impression on the most suitable candidates.
- Todd, thank you for connecting on LinkedIn. I have an IT opportunity that aligns with your interests. Are you available for a call to discuss this? – Randall
- Hi Elle! Are you ready for the next challenge in your career? Our marketing team is looking for a creative and driven individual like yourself. If interested, please give us a call to chat further. – Alex
Payment reminder
One of the biggest challenges businesses face is collecting customer payments. Rather than sending multiple emails or making phone calls, a quick text message can effectively remind customers about overdue payments.
- Hello, Mr. Flores! This is a friendly reminder that your payment for invoice #123456 is due in two days. Please ensure it is processed on time to avoid penalties. Thank you. – Bell CA
- We have not received your payment for invoice 2028, dated 3/3/25. Please ensure payment is submitted by 3/12/25 to avoid incurring late fees. Thank you for your prompt attention to this matter. – RBC Team
Interview message
Sending interview reminders is an effective way to stay top of mind for your candidates and decrease the chances of a no-show.
- Andrew, your interview at Citizens Bank is scheduled for 11 AM tomorrow at 101 Poe Street. Kindly remember to bring a copy of your ID for security purposes. – Citizens HR Team
- Hi Grace, this is a friendly reminder about your interview at XYZ Corp tomorrow at 2 PM. We’re excited to meet you and learn more about your qualifications. Please let us know if anything comes up that requires rescheduling. – Recruiting Team
Confirmation text
Ensure alignment with your customers. Send a brief message offering the option to confirm their upcoming service, keeping both parties informed.
- Hi Joy, your noon massage is scheduled for April 27, 2021. Please arrive 15 minutes early. Confirm by replying “Yes.”
- Good morning, Paul; your car wash appointment is scheduled for June 13, 2021, at 9:00 AM. Kindly confirm by responding “Yes.” Thank you! – Suds Auto Spa
Employee Communication
Text messages aren’t just for customers; they can also streamline coordination with your team, making it clear and efficient.
- Team, the quarterly staff meeting is tomorrow at 10 AM. Please let us know if you cannot make it or have any items to add to the agenda.
- Hi HR team, our new employee orientation starts at 9:30 AM sharp on Monday in the conference room. If anyone needs training materials beforehand, please reach out to me directly. Thanks!
Donation Drives
Non-profit organizations may use SMS marketing for fundraising purposes, such as donation drives. Here are examples of incorporating a clear call-to-action and guidance into your text messages.
- Hi Maria! Join us in our fight against hunger by donating $10 to provide meals for needy families. Text DONATE to 555-1234 or visit our website: www.foodbank.org/don
- Hi everyone! Join us in supporting our local animal shelter by donating spare blankets, food, or toys. Drop off at our store location this Saturday between 12 PM and 2 PM and receive a special discount on your purchase!
School Announcements
Educational institutions can also use SMS marketing to send important announcements and reminders to students and parents. Here are some examples:
- Hi, parents. This is a reminder that tomorrow is the deadline for registration for next semester’s classes. Please ensure your child’s form is submitted online by 5 PM.
- Students, don’t forget that our annual school fair is happening this Friday from 2 PM – 5 PM. Come out and support your school clubs and enjoy some fun activities! See you there!
Emergency Alerts
Text messages can also be used for urgent notifications, such as emergencies or severe weather alerts.
- Attention all residents of Cityville: A tornado warning has been issued for the area until 7 PM tonight. Please take shelter immediately and monitor local news for updates. Stay safe! – City Emergency Services
- URGENT: All students and staff must evacuate the school immediately due to a gas leak. Follow evacuation procedures and meet at the designated location outside. – School Safety Team
Survey invitations
SMS marketing can also gather customer feedback and insights through surveys. Here are some examples:
- Hi Anna! Thank you for recently visiting our store. We’d love to hear about your experience. Please take a quick survey by replying with a number from 1 (very dissatisfied) to 5 (very satisfied). Your feedback helps us improve!
- Hello, valued customer. We want to meet your needs and provide the best service possible. Please take a quick survey by clicking on the link below. Your feedback is greatly appreciated! – XYZ Company
Are Automated Text Responses Not Effective?
While automated text responses can be helpful in certain situations, such as sending reminders or updates to customers, they are only sometimes practical. Customers may perceive these automated messages as impersonal or spammy, leading to a negative perception of your business.
Balancing automation and personalization in your text message communication with customers is essential. Personalize the messages as much as possible and include a call to action or guidance that encourages engagement from the customer. Building personal connections with customers leads to better communication and stronger relationships, ultimately benefiting your business in the long run.