The Ultimate Guide to SMS Marketing

CHAPTER 02 Getting Started with Text Marketing

A. Terminology

Text Keyword A text keyword is any word you select for your customers to text in order to subscribe for your alerts. When a customer texts in your keyword, a text messaging software will automatically capture their phone number and store it in your database. In an ad reading, “Text ‘DEALS’ to 12345 to join our texting campaign, ”DEALS” is the mobile keyword.

Online Signup Page An online signup page, or OSP for short, allows you to opt subscribers in to your mobile campaigns while simultaneously gathering more information about them like their name, interests, and more.

Short Code Short codes are 5- to 6-digit numbers that are exclusively for text messaging. They are “short”, easier to remember, easy to text on the go, and allow for high throughput mass messaging.

Shared Short Code These have been discontinued by carriers in 2019, but they were short codes that were shared by multiple users. While this helped to lower their cost, it also opened them up to being shut down if one of the users sharing the code misuses it or is non-compliant with their messaging.

Dedicated Short Code These short codes operate exactly the same as their shared variant, but are only used by a single organization. This opens them up to a wider variety of campaigns including text-to-win and text-to-donate programs. You also get to choose any keyword, rather than worrying about whether or not someone else has already claimed it.

Long Code Long Codes are the 10-digit phone numbers that we are all familiar with. Along with being more readily recognizable as a phone number than short codes, long codes offer the added benefit of being able to use the same number for both calls and texting. They are also sometimes referred to as 10DLC (10 digit long code).

Short (or shortened) Link A short link is a web link containing relatively few characters that redirects to a longer web link. These are helpful because they allow you to fit longer URLs into your text messages.

Landline Texting Landline Texting enables your business's existing landline or toll-free number to send and receive text messages. This way, people can get immediate interaction with your business without interrupting their busy day by being stuck on a long phone call or playing email tag.

Toll-Free Toll-free numbers are a great number option because they give you the power and flexibility of dedicated short codes, but at a fraction of the cost.

MMS Multimedia Messaging Service (MMS) messages enable you to send pictures and videos, making them great for grabbing your audience's attention and keeping your marketing fun and engaging.

B. Types of Text Marketing Campaigns

Broadcasts Broadcasts are messages you send to your entire (or a large portion of) customer base. Broadcasts can be scheduled ahead of time so that all of your users get the message at the same time. Broadcasts are ideal for sending things like general messages about an upcoming event or sale.

Appointment Reminders Appointment reminders are targeted reminders for specific users or groups so that you can remind them of an appointment or event they are interested in. Depending on the texting software you use, you can also prompt your audience to confirm or cancel their appointments so you can get an accurate headcount.

User Polls User polls are questions you send directly to your subscribers in order to get their views on a product or service. User polls can only be sent to existing subscribers.

Text-to-Vote Text-to-vote campaigns allow your audience to text in to vote for things in order to determine a winner. This is perfect for things like mobile marketing campaigns or for fun things like live polls at sporting events.

Text-to-Win Text-to-win campaigns are when contacts text a mobile keyword into your dedicated short code in order to enter into a contest with a prize. Customers wouldn’t normally expect to receive ongoing updates after enrolling in a contest, so be sure to include a disclaimer if you plan to contact them again.

Offers Because of texting having a high read-rate, mobile offers are some of the most effective SMS marketing campaigns. In order to drive sales to your stores or online, you need to send effective and targeted messages in order to entice customers to spend their money.

Mobile Coupons Text coupons are just like paper coupons, but they can be redeemed through a phone. Text coupons are also simpler for customers to remember to bring than traditional printed coupons. In fact, SMS coupons are redeemed 10x more often than paper ones.

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