Messaging Apps and SMS Marketing Trends
It is no secret that SMS marketing is the most effective way to gather the attention of an audience. The Pew Research Center even states that ninety-seven percent of Smartphone owners use the messaging app at least once a day, ensuring that any text a business sends out gets noticed. These numbers are so high that nearly every other medium can be viewed as having nominal conversion rates. In turn, seventy-nine percent of companies either have or want to begin a SMS messaging program to increase everything from brand awareness to customer interaction. But what exactly sets a good campaign apart from a poor one? Consumers know the annoyance that comes with spam on social messaging apps like Kik, and they are often frustrated by continuous telemarketer calls. This situation is exactly what SMS needs to avoid, so here is the single, comprehensive guide to SMS marketing like a pro.
First, make contact. Customers hate cold calling more than anything, and the same goes for cold texting. Every business needs to establish contact before the first text is sent out. Businesses that do not heed this advice can actually see a negative impact on conversion rates, while businesses that do make contact see over one hundred percent increase in conversion. While this golden rule seems simple enough, many businesses are left dumbfounded unsure of how to make first contact before SMS. The answer is the same way email marketing is initiated: gather a contact list. When customers voluntarily sign up for texted deals they will be much more amiable than those who randomly receive a promotional text. Sign up forms can be hosted everywhere, on the business website, on fliers, and even within the business itself.
Another important factor is the timing of the message. No one wants to wake up in the middle of the night to a 4 AM promotional message. An action like that will almost certainly result in an opt-out. To keep a friendly relation with customers, never send out deals later than 9 PM or earlier than 7 AM. As for the content of the messages themselves, it is important to lead with the deal. There is no need for the useless formalities that too many companies put before the actual deal. Keep in mind that it is a Short Message Service, and no customer wants to search through a paragraph to find the only part they care about. Additionally, it is a good idea to have a stated frequency of messaging on the sign up forms that the business promises not to exceed.
Once the SMS campaign is up and running, there are three factors that are important to keep an eye on. First is the offer redemption rate. A low redemption rate means the deals simply are not enticing enough, and the SMS campaign is doing poorly. Secondly, a steady opt in rate is important to grow the SMS campaign. And last is the goal of a low churn rate, or the percent of opt outs cycling with opt-ins. With these straightforward goals any business can become an SMS marketing guru.