Let me ask you a question – Do you think SMS marketing is dead? I am sure a lot of you would say Yes.
Here are some statistics that suggest otherwise:
The numbers indicate that SMS marketing can still be a profitable marketing channel. However, some companies do not execute them correctly, resulting in failed campaigns with no conversions and almost zero RoI.
1. Generic Campaign
We receive many marketing text messages during the day from various companies. Just by reading only the 1st line, we can determine that the same message is sent to hundreds or thousands of people. It lacks any personalization or has no context specific to the user.
2. Spammy
As the campaigns are not personalized, they appear spammy. The worst part is that there is no way we can opt out of these campaigns. The only thing we can do is block the number.
3. Bulk SMS campaign to a database
A lot of companies buy databases and start sending messages to contacts. The users do not recollect sharing details with the company or opting into their campaign. Hence, they delete the message without opening it, mark it as spam, or block the number.
4. High frequency of messages
Many companies send messages frequently to their contacts. Often these messages are generic and irk the customer instead of delighting them. It will hamper the open rates and conversion rates of the SMS campaign in the longer run.
5. No Call to Action
Many messages do not have a clear call to action mentioned in them. Every message should clearly convey the desired action a user should take after reading it.
6. Poor timing of sending SMS
SMS is an intimate marketing channel. Hence, the company should not send out campaigns at odd hours. Imagine receiving a message at 2 am. You wake up and check your phone to find out it is a marketing message. It ends up disturbing you and also causes frustration or anger to you.
Another example of poor timing could be a company sending a message with an offer to its customers. However, when they call to avail of the offer, it is expired. The company should plan an SMS campaign wherein people get enough time to take action. Even sending a campaign too close to the event is not beneficial. Let’s say you send an exclusive Diwali offer 1 day prior to Diwali. People might have already done their shopping by then.
7. Dependent only on Text-based SMS
Many companies send only text-based messages. They ignore the power of using visuals in their messaging. They can utilize rich media in their messaging to increase customer engagement.
1. Allow users to opt-in
Everyone finds it discomforting to get an SMS from a brand when they have not permitted them to do so. Always give the user an option to opt-in and opt-out of the campaign. Once they opt out, they should not receive any messages. You will observe your campaign CTRs and conversions will exponentially improve if you send messages only to the users who have opted-in to receive marketing messages from you.
2. Database Segmentation
As a brand, you should know your target audience like the back of your hand. You can segment your audience on various parameters and create customized campaigns for each segment. When users receive relevant messages, they are more inclined to take action. It will also significantly reduce opt-out rates.
3. Personalized Campaigns
Once you have segmented your database, the focus should be to personalize the campaign. It can also improve its success rate. Craft personal messages to establish a connection with your users. A McKinsey report states that 71% of consumers expect personalization from brands. 76% get frustrated when they don’t find it.
4. Set clear expectations and meet them
A user gives you contact information as they trust you. They should have complete knowledge about its usage. If they have opted-in only for a particular product or campaign, send them messages pertaining to that specific offer and not for anything else. If you want to send them other campaigns, seek their permission first. Maintain transparency, as it will help you build trust amongst your audience.
5. Less is more
Do not overwhelm your users with too many messages. You may initially experiment to find the right messaging frequency for your user base. However, once you know the optimum frequency, stick to it. Once in a while, you might send some additional messages on special occasions. But it should be an exception and not a norm.
6. Timing is important
The new-age SMS marketing tools provide a good understanding of the days and times most users open your messages. Use those insights to schedule your campaigns. Also, as a thumb rule, avoid sending messages at odd hours, i.e. very early in the morning or post-dinner time.
Also, as mentioned earlier, give your audience enough time to act on the offers you message them. It should not be too close to the event, nor too early, and certainly not post the event.
7. RCS Messaging
Do you know that humans process images 60,000 faster than text, and 90% of information transmitted to our brains is visual? With RCS, you can send rich media like high-resolution images. Break the monotony of a text SMS by sometimes sending RCS messages.
8. CTA is important
Ensure that all your messages clearly communicate the desired action to be performed by the audience. You may also add some urgency by adding phrases like limited-time offer, offer till stock lasts, one-time offer only, etc., to compel users to take action quickly. However, sending a marketing message without a clear CTA is like leaving money on the table.
9. Multi-lingual messaging
Many Bulk SMS service providers support messaging in multiple languages. It is beneficial if a company has a large user base in tier 2 or tier 3 cities or rural areas wherein people communicate more in the local language.
SMS Marketing use cases for B2C Brands
In a nutshell, SMS marketing is alive and kicking. It is a great marketing channel, provided you follow the best practices and avoid the mistakes mentioned above, irrespective of B2B or a B2C business.
If you want to leverage SMS marketing for your business, connect with Business Karma for our Bulk SMS Marketing services.
To drive greater engagement from your next SMS marketing campaign, contact the Business Karma team at +91379.44042