SMS is a marketing channel that has dramatically increased in recent years in line with new customer behaviors and digital development. More and more questions are trickling in about how it is used, why it is used, and how it should be done best. You need to review many aspects before becoming an expert on SMS. But don’t worry, we’re here to answer the 9 most common questions we get about SMS marketing to give you a better understanding of this powerful marketing channel.
1. Is it possible to combine SMS and E-mail?
The answer is a resounding yes! We even recommend that you combine your marketing channels. Many companies often hesitate to start with SMS marketing because they do not really know if they can, or how to combine it with email. The key to an effective combination is to send your mailings at different times and steps in the purchase price.
This gives you maximum reach and increases the chance that your mailings will lead to sales. You should also segment your mailings after the customer so that the right message reaches the right customer at the right time. You can do this easily with Bogio. Although it is much better to use both channels, it is not a must. You can easily use either SMS or email for yourself, but remember that results always get better by using both.
2. How do I grow my list?
Growing your list often requires some form of incentive to get your visitors to provide their phone numbers. This can be in the form of a competition, raffle or as a source of exclusive offers. As long as you give value to the customer, they will not mind leaving their information to you. Many brands use SMS marketing for their business. It is a very cost-effective option and there are no restrictions on where to send your texts.
It is very profitable with SMS marketing if you know how to use it properly. There are several ways to expand your list. One way is with an opt-in form on your website or landing page. But you must ensure that the form complies with the GDPR requirements, and has a clear and simple opt-in process for your users.
3. When should I send an SMS?
Sending at the right time can make a big difference to your results. If you send too early or late, there is a risk that your customers will miss the SMS. The safest bet is to send SMS during lunchtime, around 12-14 every day of the week.
Then of course you have all the opportunities to test different approaches to see which times and days give you the best results. For some companies, Mondays are best, for others it’s Saturdays. With Bogio, you can test your success easily with analytics that follows each text.
4. What about the content?
The content must be concise and relevant with a clear purpose. Successful SMS marketing messages include a clear call (CTA) backed by a valuable incentive for the customer’s time and attention. A successful SMS marketing strategy involves writing content that engages customers, provides valuable information about your business and/or offers a financial incentive for the customer to click. SMS, like when we send to family and friends, is best when they are short and straight.
You should keep your SMS to 160 characters (including spaces), which may require some thought and planning to build your text as straightforward as possible. You never want to send an SMS without a clear request, important information or valuable incentives for the customer’s time and attention. Your customers expect to get some kind of value in the SMS, so make sure it’s included! A service like Bogio allows you to create personal, professional texts that come into contact with your customers on a personal level. You can easily segment the content depending on the recipient and customize it to your message.
5. Which segments should I use?
Segmenting is the process of dividing a larger target market into smaller groups with different characteristics to give each group a more relevant message. When it comes to SMS marketing, segmentation will play an important role in the success of your campaigns. Most companies use segmentation by geography, age, gender or interest.
For example, if you target young adults, you can easily adapt your campaigns to that particular target group, while at the same time having a different segment and message for older women, for example. You can also segment by behaviour such as the customers who click on your SMS most often, and those who click least. There are almost endless ways to segment your mailings. For best results, you should consult experts who analyze your conditions and your customer base to build segments that generate profit.
6. Are my SMS's within the GDPR guidelines?
To be GDPR compliant, you must ask for the express consent of the individual for each type of marketing you do. It doesn’t matter if you are a company with a plan for your marketing campaign or a charity with a donation campaign. It can be said that the main rule is that you must obtain the express consent of people before sending marketing material to them via SMS or E-mail.
That is, you may not take anyone’s number and send marketing SMS without them having voluntarily clicked ”Yes” in one of your own opt-ins. There are some things to keep in mind when it comes to GDPR and unfortunately, we can not give you exact answers in black and white. Feel free to consult an expert/lawyer on the subject before you start your marketing campaigns if you are unsure.
7. How effective is SMS-marketing?
With an average open rate of 97%, you can say that SMS marketing is one of the most effective channels you can have in your arsenal. In principle, all measurement values that SMS can track (Open rate, Click Through Rate, Conversion Rate) are at the absolute top of all marketing channels, and Forbes has described it as the marketing tool of the future. I can say with certainty that SMS marketing is, and will remain, an invaluable tool for businesses of all types.
8. What can a SMS-marketing contain?
Just like e-mail, your SMS can contain exactly what you want. The only difference is that the text length becomes smaller. When you have restocked your warehouse with products that have recently been out of stock, you can send a notification out directly to the customers who have been waiting for it.
You can announce your new launches for better effect. You can send out season sales immediately when it starts. Make sure your content is concise, serves a purpose and includes a call to action.
9. Is SMS-Marketing right for my business?
There are no companies that wouldn’t benefit from SMS marketing. Mobile phone use is on the rise, worldwide. SMS provides a customizable and personalized channel that provides a great response from all customers on the list. It’s much easier to ignore an email than an SMS, and your customers know about it. Therefore, in addition to GDPR, it is very good to have a clear opt-in that explains what customers can expect by signing up on your SMS list.
This means that everyone who is there appreciates your mailings and will read them, unlike e-mails where you can easily leave your address and then filter out mailings.
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