As technology advances and the internet becomes more and more available, people tend to shift from SMS communication to online communication on various apps. But that doesn’t mean that SMS communication is gone.
But why? Well, for starters, SMS communication is fast and reliable. Additionally, it is a powerful tool that allows you to connect with your audience without your messages going into spam (compared to email).
The thing that makes SMS communication stand out is the open rate, which is usually the most important metric if you are a business trying to promote a service through SMS marketing. When we receive an SMS, we immediately think that it is something important just because we are not getting too much spam.
Therefore, stats show that 90% of texts are opened, and just to compare with emails it’s about 20%.
As you can see, being able to master SMS communication is the most cost-effective way to reach out to people and build a brand.
What are the secrets?
Why SMS? The No-Nonsense Breakdown
So, why is SMS communication so effective that even big brands jump on this trend? Well, first of all, you don’t need an internet connection to receive texts, which means that you can reach more customers.
On top of that, even though most people use modern smartphones, there are some that still use an old mobile phone or a flip phone that doesn’t have internet access. So the only way to reach those people is with SMS.
Therefore, SMS is faster, more reliable, has a significantly higher CTR (or open rate), and you can reach more people. To be honest, I’m quite confused about why more businesses don’t use SMS communication with other businesses or customers.
Tips for Mastering SMS for Business
1. Keep It Short and Punchy
Aim for a short and direct text message. Remember they are limited to 160 characters, so you have to master writing compelling short messages. The goal here is to include a clear call-to-action (CTA).
This depends on the thing or service you are trying to promote, but it can be anything from a discount code, to a link on a product page. For example, if you want to promote an online blackjack game, you should give them access to free spins or bonus rewards.
2. Personalization Works Wonders
Want your SMS to feel more genuine? Be more intimate! Yes, I know it sounds weird, but trust me. It is what wins most customers.
A personalized message will almost always get a better response than a generic one.
How to be more intimate? Well, you can start by addressing your customers by name, and create a unique offer to their preferences.
3. Use Automation to Your Advantage
Automating routine messages like appointment reminders or order confirmations saves you time and keeps customers happy. A simple setup can handle repetitive tasks like shipping notices and password verifications, freeing up your team for other priorities.
And hey, customers love knowing their orders are on the way without having to ask.
4. Timing Is Everything
When is the best time to send an SMS? Research suggests that customers are more likely to respond to messages received during work breaks or evenings.
However, avoid sending texts too early or late in the day—you don’t want to annoy your customers. The sweet spot for business communication? Think between 10 AM and 8 PM.
5. Offer Value, Not Spam
No one likes receiving a bombardment of messages. Keep your SMS campaigns valuable by offering something meaningful: exclusive discounts, limited-time offers, or sneak peeks. It’s all about quality over quantity. Frequent, irrelevant texts are a surefire way to get your customers to hit the “unsubscribe” button.
Making It Interactive: The Opt-In Magic
You don’t want to be that company that sends unsolicited texts. Make sure to use opt-in campaigns. Offering incentives—like a discount code upon sign-up—makes customers more likely to join your SMS list. This method works particularly well in retail, where you can sweeten the deal with an exclusive offer.
Pro Tip: Double Opt-In for Better Leads
Want to avoid bots or uninterested users? Use a double opt-in system where customers confirm they want to receive texts. It not only ensures that your list is high quality but also keeps you from wasting resources on low-value leads.
Metrics to Measure Success
So, how do you know if your SMS campaign is working? There are several metrics you should track:
- Open Rates: SMS typically sees a 90% and more open rate. Yeah, it’s that high.
- Click-Through Rates (CTR): How many people are clicking on the links in your texts? A good benchmark is around 15%.
- Conversion Rates: Did those clicks turn into sales? Track how many people took the action you wanted, whether it was purchasing a product or signing up for an event.
- Unsubscribe Rates: If people are opting out, take a step back. Too many texts? Not enough value? It’s a chance to tweak your strategy.
Common Pitfalls to Avoid
1. Being Too Pushy
There’s a fine line between engaging and overwhelming. Sending daily messages might be overkill, while weekly or bi-weekly might hit the sweet spot. Always ask: Is this message valuable? If not, rethink it.
2. Ignoring Compliance
Yes, SMS compliance is a thing. The last thing you want is a lawsuit on your hands. Make sure you’re following local regulations, like the Telephone Consumer Protection Act (TCPA) in the U.S. Always have an opt-out option, like “Reply STOP to unsubscribe,” to keep things legit