Introduction
In this guide, we'll talk about SMS marketing, its incredible effectiveness, and some essential warnings to keep in mind before you embark on your text blast campaigns. Understanding these crucial aspects will help you achieve the best results and maintain a positive rapport with your audience.
SMS Marketing's Remarkable Effectiveness
SMS marketing is a potent tool with a staggering 99% open rate. In stark contrast, email marketing averages a mere 22% opening rate. This means that nearly everyone who receives a text message will read it. Such high visibility guarantees better outcomes for your campaigns.
The Personal Nature of SMS
SMS is an incredibly personal mode of communication. People predominantly use text messages to chat with friends and family. Therefore, when businesses employ SMS marketing, they enter the intimate sphere of personal communication.
The Warning
Given the personal nature of SMS, you must exercise caution in your approach. Anything that feels automated, pushy, sales-driven, or overtly marketing-oriented is likely to come across as intrusive. This holds particularly true in smaller communities where word-of-mouth matters significantly.
Avoiding Pitfalls
The most critical caveat is to ensure that your text blast campaigns do not feel like traditional marketing. Avoid strategies that mimic email marketing, such as sending messages like, "Text 'Y' if you want this deal", or generic messages like, "Parents of XYZ Dance Studio, we're doing a promotion..." These approaches won't perform well in SMS marketing.
Effective SMS Campaigns
The most successful SMS campaigns make recipients feel like they are engaging in a personal, one-on-one conversation rather than receiving a generic marketing message. Your messages should be individualized and not seem like mass marketing broadcasts.
The Worst Outcome
The ultimate pitfall in SMS marketing is when recipients respond with "stop". When someone texts "stop" in response to your messages, it signifies a complete disconnect. Service providers like Twilio adhere to strict regulations where anyone who texts "stop" will have their communication channel severed, and you won't be able to reach them again unless they voluntarily resubscribe.
Conclusion
In summary, SMS marketing is immensely effective when executed correctly. Always remember that it's a personal form of communication, so use it thoughtfully. Avoid making your campaigns sound salesy, automated, or intrusive. The goal is to create a sense of individualized communication. And most importantly, prevent people from texting back "stop" by offering value and respecting their personal space.