Member Article

Tips on crafting a valuable retail SMS marketing campaign

We live in an age where most messages (email and phone calls) are routinely screened and ignored by consumers. According to Mobile Marketing Watch however, text messages enjoy an almost 100 % open rate, creating an opportunity for high-level revenue generation.

SMS marketing represents a real opportunity for marketers. Unfortunately, a text message with no recipients makes as much an impact as a shop with no goods. This is where building a successful SMS marketing plan can reap vast benefits.

Sending a SMS implies it is high priority and likely to be read. When someone gives you their permission to text them, you are entering their circle of trust/opt in. Marketers can facilitate this trust by providing value to their SMS subscribers, following SMS marketing regulations, and openly disclosing to subscribers how their information will be used. In a PwC study, 80 percent of respondents said they were willing to share personal information if the company let them know upfront how they were going to use it.

• Tip 1: What’s the value for consumers?

Good SMS marketing lets customers know what’s in it for them. Giving customers a reason to join your list by offering an incentive or offer for joining the list engages customers and demonstrates that they benefit from this relationship. By making subscribers feel as if they are joining an exclusive program or elite club with benefits that sets them apart from the crowd increases SMS subscriber numbers. A happy subscriber is your best advocate.

• Tip 2: Integrate and promote

One of the best things about SMS marketing is the simplicity of the opt in/sign up message: Text SIGNUP to 78527. These simple call-to-action instructions can be easily integrated into all your promotional efforts including website, signage, billboards, newsletters, advertisements, and social media. Watch the subscriber numbers climb as these short instructions become as ubiquitous as your company web address and phone number.

• Tip 3: Retention is key

Winning subscribers with special offers is only half the battle. A hard truth of marketing is that an audience is hard to win and very easy to lose. Keeping subscribers engaged is key. Protect your subscriber numbers by considering each message before sending it out. Retailers must ask themselves—is it relevant to their customers interests? Is it exclusive to your SMS list? Are you sending out too many messages? Too few? What time is it being sent? Messages need to be timely and personalised.

• Tip 4: Ensure you are up to date with legislation

This remains the number one rule of all good marketing but is of particular relevance to text messaging. SMS is a powerful tool but it comes with complex rules and regulations. The introduction of GDPR next year will affect marketers in terms of consent, security and compliance. With the GDPR, the person who the data relates to now holds a lot more rights over their information and how it is being used. It is therefore very important to ensure your company respects these regulations and is in compliance with the various legislations that they? are working under. Not only does it demonstrate good working practice and help to foster positive relationships with customers, it also protects your company should claims be made against it.

In summary, when building your SMS marketing list remember the old saying, patience is a virtue. Focus and care must be taken to foster on building good relationships with a wide network of customers for the long term. This will ensure retailers reap the benefits.

This was posted in Bdaily's Members' News section by Matthew Winters, CEO at Veoo .