Let’s be honest, almost no one uses traditional text messages (SMS) anymore, those that are sent from the specific messaging application on our mobile phones. Almost all of us now resort to WhatsApp, Telegram, Instagram messaging… But that does not mean that SMS have become extinct, they are still very useful, and that is where the SMS campaign comes in.
SMS marketing is a marketing strategy that involves sending text messages to mobile devices with the purpose of highlighting products, services or events. This strategy is based on direct communication with users through short and clear messages.
This type of practice is often used to disseminate promotions and special offers accompanied by discount codes, coupons or sales announcements. It is also useful in managing automatic reminders of scheduled appointments in businesses such as medical clinics and beauty salons. Likewise, it is used to confirm transactions after online purchases or reservations. There are also organizations that take advantage of text messages to send news, updates, and meaningful communications to their subscribers.
8 tips for your SMS campaign
Like any marketing strategy, it is not enough to just write beautiful messages that accompany the information you want to convey. Each action has its work and analysis behind it, so to achieve success in an SMS campaign, we bring you 8 tips:
- Segment your database
This first tip is essential due to several fundamental reasons. The first thing we can mention is that by dividing your audience into groups based on demographic characteristics, purchasing behaviors or interests, you can personalize messages so that they are more relevant and attractive to each one.
Additionally, segmentation offers a significant level of optimization in terms of efficiency and return on investment. By directing your efforts toward groups that are more likely to respond positively, such as those who have already expressed interest in a specific product, you avoid wasting resources on audiences less likely to convert.
- Prepare a content calendar
With this you will be able to have a strategic and organized approach to your SMS campaign. By having a calendar, you can plan in advance the messages you will send and send them on the appropriate date so that they have a clear purpose and are aligned with your campaign objectives.
This can help you take advantage of important dates such as holidays like Christmas and New Year’s to offer promotions.
- Set an ideal frequency
The right moment (time and day) can make a difference in the open and response rate of messages. Sending texts at times when recipients are more likely to check their phones, such as during breaks or during peak hours, increases the chances that your messages will be read and responded to.
But it’s not just about selecting the ideal time, but also the frequency. Sending messages too regularly can overwhelm your recipients, leading them to consider your messages as spam or unsubscribe. On the other hand, insufficient frequency can cause your messages to go unnoticed.
- Be brief in your messages
In addition to the fact that SMS have a limited length for their content, it must also be taken into account that in the digital world users look for brevity. By being brief, you can instantly capture the recipient’s attention and provide essential information.
- Includes CTA (Call To Action)
Additionally, CTAs drive engagement and conversion. By providing a direct link or clear instructions on how to respond, you’re removing barriers for recipients to engage with your offer.
This can increase the click-through rate and the likelihood of users following through with the desired action, ultimately contributing to the success of your campaign.
- Send offers, discounts and giveaways
Include offers, discounts and giveaways in an SMS campaign as people tend to respond favorably to the idea of getting something of value at a reduced price or even for free.
Deals, discounts and giveaways have the power to generate a sense of urgency and immediate action. Recipients are motivated to take advantage of these time-limited opportunities, which can lead to faster response and an increase in conversions.
- Evaluate the result of the campaign
By analyzing metrics such as open rates, clicks, and conversions, you get a clear view of which aspects of the campaign worked well and which need adjustments.
This information helps adapt future strategies and segment the audience more effectively. Additionally, evaluation provides an opportunity for continuous learning, identifying areas of improvement and behavioral patterns of recipients.
- Comply with legal regulations
In the European Union (EU), 3 main elements stand out in relation to the regulation of SMS campaigns:
The General Data Protection Regulation (GDPR) states that companies can only send text messages to customers who have given clear and direct consent. The information collected must be protected against unauthorized access. Before receiving them, recipients must be informed about the content of the messages. Data transfers between countries must follow specific requirements.
Businesses should consider not only GDPR compliance, but also the local regulations of the country in which they operate in relation to SMS marketing, as these regulations can vary considerably between different nations and could include specific restrictions, such as limiting to send messages on certain days.
