While SMS marketing campaigns have been a part of the landscape for a while, perfecting them has been an ongoing journey for brands over time.
Text messaging brings a personal touch, accompanied by a plethora of social etiquettes influenced by generations, cultures, and individual preferences. Glancing at any family group chat might elicit a cringe at times due to questionable news links, inappropriate GIFs, or messages that seem as lengthy as novels.
Given our own imperfections in text messaging, it’s not surprising that brands have gone through an awkward teenage phase with SMS marketing. However, appreciation is owed to the pioneers who persisted with this channel, as they’ve paved the way with numerous examples that guide us towards early success.
According to Netcapz’s marketing mix report, an impressive 30.47% of ecommerce brands and over half of businesses generating revenues exceeding $20 million have already embraced SMS as a potent marketing channel.
Curious about the details? Let’s dive in.
In this article, we’ll delve into:
- Understanding SMS marketing campaigns
- The benefits of launching SMS marketing campaigns
- Creative concepts for SMS marketing campaigns along with real-world illustrations
- Best practices to ensure the triumph of your SMS marketing campaign
Defining an SMS Marketing Campaign:
An SMS marketing campaign refers to a single automated text message or a sequence of messages aiming to promote products to subscribers or deepen a brand’s connection with potential and existing customers.
Leveraging the immediacy of texting, SMS marketing taps into personalized messages delivered directly to smartphones, boasting high engagement rates and conversion potential.
Comparing email and SMS campaigns, SMS drives an impressive 462% more clicks and a remarkable 40% more conversions, showcasing its effectiveness.
SMS Marketing’s Trailblazers:
Crafting a comprehensive SMS strategy encompasses promotional, transactional, and conversational SMS. Our focus lies on promotional SMS campaigns, a challenging yet potentially rewarding path for brands to master.
Advantages of Initiating SMS Marketing Campaigns:
Overcoming initial hesitations, Netcapz’s SMS consumer sentiment report underscores people’s desire for text messages from brands. An astonishing 50% of prospective customers welcome coupons and promotional codes over text. Additionally, 39% anticipate birthday deals, while 30% seek back-in-stock notifications.
With a proper opt-in mechanism, SMS marketing offers numerous benefits:
- Enhanced engagement and response rates
- Personalized content for a highly engaged audience segment
- Swift and direct communication for immediate impact
- Access to a valuable owned audience amidst volatile social media algorithms
Creative SMS Marketing Campaign Ideas:
- Exclusive Offers and Promotions: Treat SMS subscribers to personalized offers, special access, or limited-time deals. Each & Every nails this with a simple, on-brand GIF offering a free gift with purchase.
- Reminders and Notifications: Provide timely reminders about sales, product refills, holiday shipments, or exclusive sign-ups. The Peach Truck’s last chance to order reminder is a fine example.
- Surveys and Feedback Requests: Engage in meaningful conversations with subscribers for high-quality feedback. Oat Haus’s approach of fostering real conversations with customers is commendable.
- Back-in-Stock Notifications: Leverage behavioral data to inform subscribers about high-demand products. Yon-Ka Paris beautifully blends social proof and urgency for their back-in-stock notification.
- Fun Content and Seasonal Celebrations: Engage subscribers with enjoyable content and celebrate events. Doré’s feel-good song playlist is a refreshing example.
Best Practices for a Successful SMS Campaign:
- Permission-Based Opt-Ins: Ensure explicit consent from recipients, employing a double opt-in mechanism using keywords.
- Personalization: Customize messages based on customer behavior and preferences, elevating relevance.
- Clear Call to Action (CTA): Provide a clear next step in every message, driving conversions and engagement.
- Shortened URLs: Use shortened URLs to ensure a clean and effective message presentation.
- Time-Sensitive Language: Infuse urgency into your message content to tap into the immediacy of the medium.
Embark on Your SMS Marketing Journey:
Initiating SMS marketing doesn’t need to be overwhelming. Start with the basics, test what resonates with your audience, and evolve with creativity and insight. Explore our other resources on ecommerce SMS marketing for a comprehensive understanding of this dynamic realm.