“Nearly two-thirds of consumers subscribed to mobile marketing indicate that they have made a purchase as a result of receiving a highly relevant mobile message.”
Recently, we gave you the facts about text message marketing: Is Text Message Marketing Worth It?: The Research. Spoiler Alert: It is! But you should still read the article to learn the “why” of text message marketing. As far as the who, what, when, where, and how.. stay where you are and read on.
We’re going to break down how you can specifically use text message marketing to reach your customers and bring them into your store and through the checkout line, thereby making you more money.
WHO: Who do I text?
“Customers don’t hate communication, they hate spam. A relevant, timely message is often treated as a gift while an irrelevant, untimely message can do more harm than good.”
Only text customers that have signed up to receive your texts. This may include customers who have specifically given you their phone number so as to receive promotional texts, as well as customers who have given you their phone number so you can notify them regarding a repair pickup or an item coming into stock, etc. Bottom line, use your best judgment and don’t spam. Ever.
WHERE: Where do I text from?
You may be wondering if texting customers requires you to subject your thumbs to hours of texting customers from your phone one by one. Fortunately for your thumbs and your sanity, that is not the case. There are many different text messaging services that allow you to text all of your customers at once. These programs will usually also provide you with some type of analytics to help you track your efforts.
WHEN: When should I send text messages? How often?
Frequency: Text your customers 2- 4 times per month. If you text too frequently, customers will get irritated, but if you text too infrequently, customers will wonder why they never hear from you.
Related Article: How To Make More Money With Email Marketing
WHAT: What do I say in the message?
Here are some suggestions for relevant text types that will make customers happy and encourage them to shop with you.
- Text About Sales
- “Stop in the store today only to get 20% off your entire purchase!”
- Text Out a Coupon Code – “More than 9 in 10 mobile coupon users will redeem a coupon or code via their mobile device for online or offline shopping in 2017″. eMarketer
- “Use this exclusive online code today to receive 40% off one item online.”
- Promote a New Product
- “Just in! Brand new ____. Come in and get one before they’re gone!”
- Send out a Happy Birthday Coupon
- “We’re saying Happy Birthday with this coupon code for 30% off! Use it within one week of your birthday!”
HOW: How long should the text be and How do I make text messages equate to more sales?
Keep your text messages short. They should be 160 characters or fewer.
When drafting the wording for your text messages, be sure to include a call to action to tell customers what to do next. Does the text direct them to come into the store with the code you texted? Should they visit your website to see a new product? Be sure to guide your customers so your texting efforts result in sales.
To make the most of your text message marketing, be sure to track and analyze what you do. Create coupon codes that are sent out exclusively in text messages so you can track their effectiveness. Monitor open rates and opt-out rates and act accordingly. If you are finding that your opt-out rates are high, verify you aren’t spamming, and consider double-checking your content, or decreasing your text frequency. Your opt-out rate should be 2% or lower.
Bottom Line: You’ll Increase Sales and Save Time
In case you are still on the fence about using text message marketing, consider this,
Phone calls are a wonderful thing. But that doesn’t mean they are the answer. You can text thousands of customers at once. You can only call one customer at a time. Customers like receiving text messages regarding sales or other relevant information, but most of them would not want to be called about a new product or sale. Not only is texting your customers faster than calling them, it provides more opportunities and opens new doors that will bring customers into your store.