Here’s How Text Message Marketing Services Boost Conversions
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Here’s How Text Message Marketing Services Boost Conversions
Text message marketing services are becoming more popular with marketers for a simple reason: almost everybody opens their texts. In fact, branded SMS messages have an open rate of about 98%. But how well do these opens translate to conversions?
It turns out marketing texts have high response rates that averaging around 45%. This trumps the clickthrough rate even for the first position on Google search results, which sits at about 34.36%. When it comes to traditional pay-per-click ads, even the best results are light years away from matching the impact of SMS. Video ads—the most successful digital ad format—averages a click-through rate of 1.84%.
That means that a well-planned SMS Marketing campaign is the best use of your marketing dollars. But how do you start? Here’s how marketers at the top of their fields are increasing their conversions with text message marketing services.
How to use text message marketing services to drive conversions
While “mobile first” has been a buzzword in the business community for years, the idea that mobile marketing campaigns should be focused on digital ads only is out of date. Think about one of the most frequent things you use your phone for. Surprise, it’s probably not to make a phone call! However, chances are you do communicate through text often. Adding texting for your business to a mobile marketing plan is the first step in increasing your conversions.
Here’s how to go from getting someone to open your text message to inspiring action.
1. Creatively reward customers
You’re probably collecting some data on your customers about what their preferences are. Send personalized offers to your loyal patrons that reflect their spending patterns and interests. So, not only do they open your text message, but when they see an offer tailored to their spending patterns, they’ll be more likely to act on it.
How you can do it: Customers who purchase gifts for family and friends during the holidays might receive a discount code they can share with gift recipients as part of their present. Keep your customer data up-to-date to make sure your message meets the right audience.
2. Maximize in-store opportunities
In-store promotions—such as allowing a customer to text while at your store to receive an instant mobile coupon—are a great way to spur purchases. They also work double duty — you’ll get that strong conversion rate and grow your list so you can stay in touch with your customers to engage them in the future. Text message marketing services are best when paired with other opportunities to give your customers a well-rounded experience.
How you can do it: Use signage to encourage non-subscribers to join your list to get discounts on the items that you want to promote. Use flash sale alerts at specific times to let shoppers know that discounts are available for a limited time.
3. Take advantage of social media
Using social media to drive interest in your products or services is something you’re probably already doing, but have you tried pairing that tactic with a message that encourages followers to sign up for your text list to receive a discount? This helps you get qualified leads onto your text list who are more likely to convert when you send them offers.
How you can do it: If your business has a social media presence, encourage fans to join a special “savings club” that acts as a virtual loyalty program. Members who join your text marketing list can earn discounts for themselves and their friends when they respond to surveys and post content on your social media page.
4. Craft a strong call-to-action
How much time do you spend on your calls to action? Since text messages are to the point, your CTA must be succinct and compelling. It should also be easy to follow through with. For example, if you’re linking to a page, make sure the page loads quickly.
How you can do it: Brush up on how to improve your CTAs using the best wording. Brainstorm the most impactful CTAs with your team and split test them on your audience, moving forward with the ones that generate the highest conversions.
Tips for using text message marketing services
While you’re trying to boost those conversions for your text message marketing campaign you should also be aware of some of the basic do’s and don’ts when it comes to using an SMS Marketing platform.
Do: Be compliant with regulations
SMS messages should only be sent after consumers opt-in: doing so without their consent is illegal. At SlickText, we provide options for consent management that are fully compliant with all current CAN-SPAM and TCPA regulations.
Do: Schedule SMS messages strategically
The timing of your text messages will impact your conversion rate. You want to time your offers so that people are in a position to respond when they receive them, and you want to try to maintain top of mind brand awareness. Not sure you can remember to send your SMS Marketing messages diligently? Craft your campaign from start to finish and schedule your messages to send whenever you want. You can also create automatic text messages that are sent when triggered by certain user actions.
Do: Use MMS when possible
MMS marketing involves sending images or video instead of just text messages. Today’s consumer spends hours viewing, sharing, and responding to image-based posts on social media. A visual element can pique your consumers interest and in some ways communicate more than a text-only message.
Do: Make it clear how users can opt-out
Having a clear path to opt-out is another component of regulatory compliance, but it is also just good manners. Don’t risk alienating your customers by making it difficult to unsubscribe to your list. Although opt-outs for SMS Marketing messages are under 5%, it isn’t smart (or legal) to ignore the rules.
Don’t: Flood the inbox
Even if your shop is having the sale of the century, don’t overwhelm your customers with repeated texts. Similar to online ads, inundating your audience with the same message—regardless of its time sensitivity—will make them ignore you, or worse, make them angry.
Don’t: Be too cool
Even if you think that you’ve mastered the art of subtle humor, don’t try too hard to sound hip or funny. If you’ve never been misunderstood via a text message before, you don’t want your first time to be when you’re sending an SMS for business. Too much slang or attempts at humor can be a turn-off for your audience, and also lead to confusion. If “FWIW” “FOMO”, and “ROFL” look like typos to you (but make perfect sense to your millennial colleague), then your message may miss the mark if you’re trying to save a few characters.
Don’t: Focus exclusively on the sale
If you’ve ever had a friend who only calls when he needs something, you know how irritating that can be. Occasionally offer your customers truly free gifts without them having to purchase anything. This might be a link to a great article that matches their interests, or important tips for how to get the most out of their product. Don’t make everything all about what your customers can do for you, but look for ways to serve them.