Have you ever felt that subtle buzz in your pocket, only to discover it’s not your average notification, but a limited special at your favorite clothing store or med spa? If so, welcome to the realm of text message marketing, where every ping holds the promise of valuable information tailored just for you. It’s not just about sending texts; it’s engaging with potential and existing customers, and showering them with tidbits of information or offers that may lead to a sale.
Did you know that a whopping 91% of consumers would opt-in for text messages from brands? This alone should be enough reason to adopt text message marketing, but let’s go over some other benefits. And, reach out here or call 305-455-0720 to learn more about our awesome preferred vendor for text marketing to get started.
The Power of Text Message Marketing
First and foremost, text message marketing has an incredibly high engagement rate, leaving other marketing strategies in the dust. It actually has a higher engagement rate than any other form of marketing, with a 98% read rate compared to the 20% read rate of email marketing.
Now, let’s talk about cost-effectiveness. When compared to other marketing strategies, text message marketing delivers on ROI. If you pay for Facebook or Instagram ads, you’re casting a fairly wide net. You can limit factors like the audience and geographic location, but you’re still paying for an ad that won’t reach most of your audience. With text marketing, you’re only sending messages to people who opt-in to receive them. So that means you’re only contacting people who want to hear from you.
And the people who opt-in to receive text messages for your business have already been interested in your brand before! (Otherwise, how would you have gotten their number?) This makes things even sweeter because a current customer will spend 67% more than a new customer.
SMS Best Practices
We’ve mentioned just how great text message marketing is, but those numbers are all based on whether your company is following best practices. What are the best practices? Let’s dive in…
Opt-In, Opt-Out
Alright, here’s the golden rule of text message marketing: it’s like entering a conversation – you wouldn’t barge in without an invite, right? So, rule number one: only text those who’ve rolled out the welcome mat for your messages. And the VIP pass to this party? The opt-in form on your website or other online channels.
Even if you have an opt-in, it’s a good idea to send an initial text thanking them and casually asking for a nod of approval with a simple reply of “Yes” or “No.” Doing this ensures that you’re sending your messages to the right people and confirming that they do want to hear from you. This is not something that you need to do, though. Once they have opted in, you can start sending your marketing texts to them.
But something that you do need to do is make it easy for customers to stop receiving your texts by including an unsubscribe option. This could be as simple as replying “STOP” or “Unsubscribe” to the text. Again, this is something that you need to do. If you don’t you could violate texting laws and get into serious trouble.
Consistency Matters
Now that you’ve got a fan club eagerly awaiting your texts, it’s time to talk strategy. As with any type of marketing effort, consistency matters. Find the right balance of messages you can send within a reasonable timeline. Don’t overwhelm subscribers with too many messages, but don’t go silent either. Striking this balance keeps your brand relevant without becoming a nuisance.
So here’s the golden rule: 1 message per week to start. This is usually the sweet spot early in the game, and from there, you can increase or decrease volume based on results and opt-out rates.
Incentives Work
Many consumers want to sign up for texts from brands they like and trust. To sweeten the deal, marketers can sprinkle their messages with irresistible offers, such as discounts or free services. Additionally, they could create VIP or highly engaged customer segments and reward these members with exclusive coupon codes or event invitations.
Regardless of what you offer, make your subscribers feel special. Give your highly engaged customers the red carpet treatment – exclusive coupon codes, event invitations, and more.
For industries that require appointments, send texts when you have an unexpected cancellation. Let’s use a Med Spa as an example. Say you have a customer who was supposed to come in tomorrow for their next Botox appointment, but they had an emergency come up, so they can no longer make it. You now have an empty spot on the calendar, and you’re losing out on the profit of that procedure.
Utilize bulk text marketing in that case! Send a text to all of your current Botox patients telling them that there is an opening for tomorrow, and someone can grab it if they’re quick enough. You’ve now just filled the calendar again, and you’re not losing out on that previous cancellation.
SMS Confidential: Navigating the Legal Landscape
Finally, ensure you comply with Telephone Consumer Protection Act (TCPA) privacy laws and regulations for SMS marketing. First and foremost, think of written consent as your backstage pass – no consent, no entry. Always include your business name, provide clear terms and conditions, offer an opt-out option during business hours, and respect consumer privacy and rights.
Adhering to these regulations is your ticket that keeps you in the good graces of the law, saving you from legal headaches, and protecting consumer privacy.
How to Get Started
Are you ready to start text message marketing or improve your current text strategy? Let’s connect. Call 305-455-0720 or email us to start the conversation.