The Ultimate Guide to SMS Marketing

CHAPTER 04 Tips for a Successful SMS Marketing Campaign: The Do's and Don’ts of Sending Marketing Messages

Getting Started with Your Campaigns

Major brands like Coca Cola, Ebay, and Kroger have turned to SMS marketing because of the proven effectiveness to drive customer traffic to their business. Here are a few proven do’s and don'ts for text marketing:


Have a Goal Ask yourself what your business wants to achieve with SMS marketing. More in-store traffic? Increased online sales? Better brand awareness? Having an idea of what you want to accomplish makes its easier for you to build a winning SMS marketing campaign.

Create an Incentive to Opt-in Contacts won't always opt themselves in even if they are a big fan of your company. That’s why you need to create a compelling reason to join your marketing lists. It can be as simple as sending them a coupon for 10% off or promising them monthly sales alerts to keep them interested and engaged with your brand.

Make Sure Your Messages are Engaging A message that simply says “We’re having a sale today” isn't going to light a fire under a customer to take advantage of your great deals. You need to include a sense of urgency but also be inviting so that your customer wants to make the trip to your store or order online. You can even send customers attractive MMS messages with pictures of your products and coupons they can redeem.

Have a Call to Action Sending an attractive message is great, but if you don't give a customer a reason to follow a link to your online store or motivate them to head to a brick and mortar store for a sale, then you won't get amazing results. Luckily a call to action is easy! Take a look at this message: “Swing by our store by 9pm tonight for 30% off your purchase of any top-shelf beauty products.“ That is a great call to action because it sets a timeframe so that a customer is motivated to visit your store and has a strong incentive to for the customer to follow through on.

Track Your Results A great marketing campaign isn't going to be as effective without metrics to track your success. An SMS marketing software should be able to give you valuable metrics like click through rates, response rates, redemption rates for coupons, and more. When you see what’s working and what’s not, you can adjust your campaigns on the fly and boost your business even more.


Send Unwanted Messages Sending messages to customers without their consent is not only a bad strategy, it’s illegal! You have to receive a customer’s explicit consent in order to start texting them. But it can go beyond just that, if you send a customer that did opt in to your campaign an offer they aren't interested in or too many messages in a short time frame, they will likely opt-out because they will see this as spam. Make every message count!

Send Texts at the Wrong Time Sending a message too early or too late in the day can alienate your customers and lead to both opt-outs or complaints to your customer service team. With an SMS marketing platform, you can schedule your messages to be sent at the best possible time, automatically. For example, if you want to send your holiday promotions to your customers, sending them during the morning might be more effective so customers can plan their shopping days and increase the likelihood they will make it into your stores.

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