Text messaging, while not the ‘shiny’ object many see in apps, is a powerful marketing medium. The connection it can facilitate with a person can be a strong one that drives them to act. And by now we all should agree that there are a some basic principles to follow when planning for the use of SMS. These include always getting an explicit opt-in, supporting standard opt-out methods like the STOP keyword, and keeping your ‘blast’ frequency to no more than once per week (depending on the nature of your content).These are just the basics, however. Below are 5 ways you can still fail at SMS marketing even if you’ve got the basics down. They are in descending order of severity.
Not Providing Value
This is the biggie. A mobile device is personal and interruptive. If it rings you answer it. If an SMS arrives you read it. It can pull you away from what you’re doing. If you get pulled away by your mobile phone there better be a good reason. SMS is not an app or web site waiting for the user to actively do something. It’s a true push notification that reaches out and grabs the attention of the user. That’s its power and that’s the danger for marketers. Your SMS messages need to make sense in that context. Specifically, your message needs to have a reason to be on the phone. Is the call-to-action time sensitive, such as a short-term sale? Are you making something convenient such as sending a coupon code that can be used at point-of-sale? Here’s an example of a no-value SMS from Alaska Airlines. Time-sensitivity and convenience are valuable. Better yet, make an offer that is valuable to go along with it.
Not Providing an Integrated Experience
In order to leverage 160 characters into a richer experience marketers are starting to put links in SMS messages. Where do you think the majority of these links go? Exactly. The company’s (non-mobile) web site. Oddly, iLoop Mobile, has a great example of failing at this. If your mobile message contains a link it must lead the user to a site designed for mobile viewing and designed for the on-the-go context of the mobile user. If not, you’re sending a message to your customer that says you value having access to them via mobile but you don’t value it that much.
Going Silent
So you’ve had an initial interaction with someone and they’ve given permission to message them. Don’t wait 2 months before the next interaction. The user may forget they opted in and opt-out just as quickly.
Having One-Way Conversations
SMS is a personal communication medium where two people connect in a back-and-forth exchange. In your marketing efforts when you send someone an SMS there is a natural tendency for them to reply – even just to say, “Thanks.” Capitalize on this by asking questions, getting feedback, and learning more about them. Make it a conversation. The best efforts will than incorporate that data into future communications.
Delaying Gratification
When a mobile user allows you into their inbox, reward them immediately. The most basic example of this is if someone has just signed up to receive offers from you via SMS. Send them the current offer even if it expires tomorrow. They were spontaneous enough to sign up so reward their impulse and send them that ‘thing’ they just signed up for.