he success of SMS marketing is well known, but a large part of that success depends on how a campaign is executed and how the message is written for the recipient. For your SMS marketing to deliver, there are several details worth watching.
Choose the right text
A provider can send thousands, even millions, of bulk SMS messages using a large database and careful targeting across the globe. But if the content of the message is not compelling, you risk failing to get your idea across to the customer. Even when the product or service you are marketing is in high demand, a weak message will not earn the reader's attention.
It helps to understand the goal behind each campaign, which is why SMART goals matter: Specific, Measurable, Achievable, Relevant, and Time-bound. If you rush into sending random messages with no clear plan for how they support your objectives, the risk of failure is much higher.
Always include a clear call to action
One of the biggest mistakes in an SMS campaign is the absence of a clear call to action. It needs to be direct; otherwise the recipient reads the message and closes it without a second thought. In another common scenario the reader intends to look up your website later and simply forgets. That is why it helps to include a short URL that lets them act immediately. If a permalink isn't practical, at least invite the reader to text a keyword to a specific number, and write the keyword in capitals so it stands out.
Offer something exclusive
Exclusive discounts and offers are among the most effective SMS tactics. Let the reader feel privileged to receive a private deal on their phone, and make it clear the offer is only for those who received the message. Incentives don't have to be monetary: they can be early access, or an alert the moment a favourite product is back in stock.
Keep messages short and consistent
Keep messages brief and bring the call to action forward, the sooner the better. Where it fits, enrich the message with media such as images or video, and add links to your social channels if you want to grow your audience there. Finally, be consistent in how often you send. Reach out whenever there is a genuine reason a reader would want to hear from you, and a good chance they will act on it.
SMS marketing has proven its value and is likely to stay near the top for years to come, as people grow ever more attached to their phones. Get the fundamentals right, a clear goal, a compelling message, a strong call to action and disciplined timing, and your campaigns will follow.