What are some guidelines in sending text messages to my customers?

 

Do your research and know your audience before reaching out to them. Creating SMS campaigns that are most effective and least intrusive is as simple as following a few critical steps along the way. As you implement a text marketing campaign, there are several guidelines you may want to follow in order to ensure that your campaign is optimally successful:

 

1. Get permission. You must have permission from subscribers to send them text marketing messages. If you don't have their permission, not only will you be breaking laws and possibly be subject to legal penalties, but it will also cause your business or organization to look spammy, create a bad name for yourself, and annoy your customers. Make sure you have your customer opt-in to receive texts from your business by texting a key word to your SMS # or email.
    

2. Keep it informational. Don’t send out a text to your customers unless the message is going to be useful to them. Always consider what will benefit the recipient, as these are the kinds of messages customers don’t mind getting from companies. Relevant promotional offers, special deals, and coupons are always welcome.
    

3. Start with your name. If all your customer reads is: “Awesome sale, stop by!” he or she may not recognize your brand, especially if their phone doesn’t recognize you as the sender. Without at least some reference to what company is sending them this “awesome deal,” they’re just going to ignore the message and delete the text.
    

4. Take advantage of “buying periods.” If you are a restaurant, for example, blasting out a text message just before dinnertime will often be enough to persuade patrons to return to your establishment. Most diners decide where to eat either right before, or less than an hour before they actually eat. Sending out a message during either of these two periods would influence a consumer as he decides where to eat.
    

5. Use sweepstakes to build your list. If you entice consumers with the promise of a potential free prize, most people will be more than happy to put their mobile phone number on your list. This is an easy way to build your database.
    

6. Keep it brief. You don’t have to use the entire text message allowance. If you have less than 160 characters worth of information, send less than 160 characters. Never send more. People prefer short text messages.
    

7. Avoid text speak. Keep it grammatically correct and conversational. Try to avoid using any of the abbreviations or lingo rampant in text messaging today, as they can make your company look unprofessional.
    

8. Include links. Especially for connected mobile devices, a text message that encourages the reader to click on a link for more information will be very effective.
    

9. Keep your keywords to one word. Many companies use a keyword that is actually two words combined. A large percentage of customers will separate the words and render the text message useless.
    

10. Emphasize the offer. Write the “offer” part of your message in all-caps, making it easy for the eye to find amidst other information included in the message.
     

11. Make your subscribers feel special. Exclusivity is a fantastic incentive for many consumers, so make sure they know your company appreciates and values them. Instead of a message like “Thanks for opting-in,” when they sign up, send something like “You are now an elite mobile member!”
     

12. Open the channel to your social media presence. Use your text messages to encourage your customers to engage with you on Facebook, Twitter, YouTube, Pinterest, Instagram and other social media channels.

 

* Marketers who do not have prior written/opt-in consent from consumers to send them marketing messages via SMS will potentially face fines of up to $1,500 per unsolicited message, starting October 16, 2013, under new Telephone Consumer Protection Act guidelines.

 

To learn more about SMS/text marketing best practices, please visit these helpful links:
 

www.mobilemarketer.com/cms/news/messaging
 

www.mmaglobal.com/bestpractice

 

 

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