SMS marketing campaigns have become an essential part of digital marketing strategies for businesses looking to engage with their customers in real-time. The purpose of this roundup is to present the best practices for running an effective SMS marketing campaign, drawing insights from various sources and experts.
Concise Messaging
One key insight across multiple sources is the importance of maintaining concise and clear messaging. Unlike other forms of communication, SMS has a strict character limit. Therefore, it is essential to convey your message succinctly. Experts such as those from Digital Marketing Institute advocate for messages that are straightforward and to the point, ensuring that the value proposition is immediately evident.
Personalization
Personalization in SMS marketing is another widely recommended best practice. According to MarketingProfs, personalized messages can significantly boost engagement rates. Addressing customers by their names or tailoring messages to their past behavior can create a more intimate and compelling interaction. However, some experts highlight the need for balancing personalization with privacy concerns, ensuring that customer data is handled sensitively and securely.
Timing and Frequency
Industry authorities like HubSpot emphasize the critical nature of timing and frequency in SMS campaigns. Sending messages at the right time—generally, during business hours—ensures higher open rates. However, Intercom cautions against over-messaging, which can lead to customer annoyance and increased opt-out rates. Finding a balance between staying top-of-mind and being obtrusive is crucial.
Clear Call-to-Action (CTA)
A clear call-to-action is non-negotiable for successful SMS campaigns. Insights from AdEspresso suggest that an effective CTA inspires immediate action, whether it’s making a purchase, signing up for an event, or following a link. The CTA should be direct and compelling, eliminating any ambiguity about what the customer should do next.
Compliance with Regulations
Compliance with regulations such as the TCPA (Telephone Consumer Protection Act) in the United States is another fundamental best practice. Experts across the board, including those at TextMagic, underscore the importance of securing explicit consent from customers before sending any marketing texts. Not only does this avoid legal repercussions, but it also builds trust with your audience.
Differing Views on Content Variety
While many experts agree on the aforementioned points, there are differing views regarding content variety. Some, like those at Neil Patel, advise sticking to promotional and transactional messages for clarity and simplicity. Others argue for a mix of content types—including surveys, reminders, and alerts—to maintain customer interest and engagement over time. Balancing content variety while keeping it relevant to your audience’s interests can enhance the effectiveness of your campaign.
Summary
This roundup has highlighted several best practices for SMS marketing campaigns, including concise messaging, personalization, appropriate timing and frequency, clear CTAs, and regulatory compliance. While most sources agree on these points, opinions diverge when it comes to the variety of content. Businesses should consider their unique audiences and goals when designing their SMS campaigns.
For further reading, industry blogs, marketing platforms, and regulatory guidelines offer in-depth insights and updates on best practices. This can help marketers stay current and continually refine their SMS strategy for optimal results.
