How To Set Up a Successful SMS Marketing Campaign

SMS marketing is an effective way to reach your customers, but you have to follow specific strategies to see results. First, companies must get consent from customers before sending SMS messages. After setting an achievable goal and creating a plan, you should craft a message that is short and on-brand with a powerful call-to-action. Timing and content are two critical aspects of SMS marketing. Messages should not be too frequent, and the message content should add value for customers.

As your company grows, you will have the opportunity to explore different marketing techniques for each segment of your customer base. Social media marketing and website blogging are two pillars of digital marketing, but there is another, more personalized way to reach your customers. Here’s how you can set up a successful SMS marketing campaign.

Secure Customer Consent

In order to move forward with an SMS campaign, you have to make sure your company adheres to TCPA compliance. The Telephone Consumer Protection Act regulates telemarketing, including SMS messages sent to consumers. Unlike other kinds of marketing campaigns, you have to make sure that your SMS campaign is fully within the law, and that means you must get explicit consent from your customers that allows you to send messages to their phone numbers. 

Decide on Your Goals and Gameplan

You should never undertake SMS advertising without first coming up with the ‘why.’ You have to reflect on what you want to achieve through your SMS campaign and then make a clear plan of action to achieve it. This may take dedicated research and extra time, but it will be well worth the effort when you see higher click-through rates and leads turning into sales. 

Craft a Unique Call-to-Action

How you word your SMS messages to consumers says a lot about your company. SMS messages offer very limited real estate to get your point across, so you have to be very concise while also staying on-brand with your voice and tone. Don’t forget to include an action item at the end of your message. You might want to research call-to-action message templates to make sure that you are meeting industry standards and communicating effectively. 

Focus on Timing and Specific Messaging

Once you have decided that you want to communicate with your customers via SMS, you have to be very careful when you consider the timing and messaging of your campaign. It might be tempting to send frequent messages and include every promotion and news update that you can think of, but this can backfire and lead to customers opting out of SMS messages.

For example, time your messages so that they go hand-in-hand with special promotions. Your customers will be excited to hear about a unique coupon available for loyal customers who have consented to SMS messages but won’t want to receive repeat messages in a short time span. You can also consider offering an inside peek at something you are working on, which helps customers feel like part of your community. 

SMS messages feel more personal and urgent than traditional or digital marketing, but it takes special care to execute this type of campaign successfully. There is no one-size-fits-all solution to crafting the perfect campaign, but you can follow these strategies to streamline your process and see better results.

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