Text Marketing

QR codes, short codes or virtual mobile numbers / long codes can be used by customers to sign-up. A text sent by the customer can result in a double opt-in text, to which they confirm they wish to opt-in. Alternatively, the text or QR code can lead them to a webpage where customer contact data and optionally, preferences and some survey questions can be obtained. Use different QR codes or numbers to enable attribution of sign-ups by location and medium. See Melrose Labs Collect.

Have a simple form on your website that collects the mobile number of the site visitor and minimise requesting other information. Ensure that you send a single text message to the number, getting them to confirm by reply that they wish to opt-in for marketing. The more website traffic you have, the more sign-ups you are going to get. Ensure you drive website traffic up to make this really work for you.

When a person became your customer they may have already provided you with their mobile number. If no permission has been given to use it for marketing, you can ask if it can be - possibly by sending a text to ask them to opt-in by replying "YES" to your text. If they choose to ignore your message or say "NO", then do not send them a follow-up reminder message!

Get explicit permission from the customer for you to send them texts. Failing to do so breaks trust with your customer and the law. Ensure your sign-up forms and customer data collection has explicit opt-in, lets your customer know what you are going to send them and that your privacy policy is clear. See Melrose Labs Collect.

Use your SMS marketing campaigns for time-sensitive and critical information. Overusing this channel is the fastest way to kill it for your customers.

Infrequent text messages will fail to re-inforce your brand and are useless. Depending on your service or product, send a message at least once every month and at most once per week.

Use a marketing tool that allows you to focus on your message and getting the message out with ease, and provides analytics. Reporting how effective your campaign has been is essential. See Melrose Labs Campaign Solo.

Text messages are meant to be brief, conversational exchanges. Keep your messages brief and natural. Too wordy and your customer will not read the message. People are busy and so are your customers. If you are going to break into whatever they were doing when they got your text, make sure that you keep the interuption positive, beneficial, relevant and brief. The message should include a link that will take them through to more information (if they want more) or to perform some action, such as buying your product or service!

Maintain your closeness with your customer by personalising the message you send to them. Messages should include their name and could make reference to their previous purchase history or have relevance to their current location.