The numbers don’t lie when it comes to creating an SMS Marketing Strategy:
- Consumers spend on average 4.5 hours per day on their mobile phones
- Consumers check their phones 85 times per day
- SMS open rates average 98%
- 78% Australians own a smartphone
With this in mind, it’s important to incorporate a mixture of SMS techniques to maximise your SMS strategy, especially as brands are leading into the festive season.
There are several text message techniques brands can utilise to engage with their subscribers, each serving a different purpose catered to their brand’s goals.
Let’s break it down:
Campaign messages are one-time or single-send messages. Brands can easily schedule these in advance based on their marketing calendar, or to send an on-demand message that focuses on sales in real time.
These messages are great for creating a sense of urgency, when brands are sharing limited time offers, encouraging customers to click through and shop immediately.
They are also great for:
- Building hype around a new product or collection launch
- Engaging your SMS subscribers with non-promotional content (brand story, history, mission, or values)
- Celebrate niche “marketing holidays” i.e., International Champagne Day! With unique promotions all year round
Set up Conversational SMS for a two-way communication tool. Two-way messaging allows you to engage directly with your customers by inviting your subscribers to reply to your messages directly and go back and forth with your brand as often as you like!
They’re great for customisation, gaining customer insights, and creating a sense of personalisation that your audience may be looking for.
Ways to incorporate conversational messaging:
- Include a strong call-to-action (such as, “text us back if you have any questions”) in your campaign message to set the expectation that subscribers can reply directly to your SMS.
- Provide a 1:1 support throughout the shopping journey to answer any questions customers may have, help them decide what to buy, or resolve any issues they are facing!
While customers are open to interacting with brands via SMS, it also helps improve their overall shopping experience and encourages a higher conversion rate.
Example: Selling a range of beauty products that customers might need some assistance with? Send an SMS with pre-planned automated responses:
“50% OFF Monday Hair Care! Need to find the right products for you? Text us back to take our hair quiz!”
Triggered messages are sent out based on specific behaviours or actions your customers take – i.e. Browsing through the site and making a transaction or when they sign up to your SMS program!
Some ways you can use Triggered Messages:
- Welcome new subscribers with an offer/promotion via your initial SMS
- Convert shoppers when they abandon their cart
- Keep recent buyers interested with post-purchase messages
- Send updates about customer’s recent purchase i.e. Delivery times
- Announce product re-stocks, sales, promotions
Transactional messages are an important part of the customer experience, and similar to triggered messages, are sent following a customer purhase, making it easy for them to track the status of their order in real time.
These can include:
- Order confirmed
- Order shipped
- Order out for delivery / delivered
- Subscription started / opt-out
Utilising these different SMS methods can help reduce customer service enquiries and ensures open communication between your brand and your customers.
Which messaging strategy will you include in your upcoming SMS Strategy?