How to Launch an Effective Text Message Marketing Campaign


Over the years, cell phones have become much more than a device for making phone calls; nowadays, we use them as a computer, television, radio and day planner among many other things. A variety of apps allows you to access all kinds of information and complete all sorts of tasks right from the phone. We can basically run our entire life on them. This makes text message marketing a potentially powerful tool in your marketing strategy. But, like any other tactic, you need to do your homework to develop an effective campaign. Simply blasting messages is not enough to encourage people to patronize your business, no matter what kind it is. Here are some cornerstones of successful text message marketing.

Make Recipients Feel Special

If you are going to use text marketing, it is important to make recipients feel special. If you are sending them information that they can easily find elsewhere, like on your website or Facebook page, they will have little interest in your texts. The deals and promotions you are hawking must be unique to your subscribers. People will see little value in the texts otherwise, and will simply unsubscribe.

Short, Sweet and To the Point

Text message marketing offers many advantages, such as being able to reach customers no matter where they are, provided they have their phone handy (and chances are, this is every waking second.) But, one of the major downsides is the limited amount of information you can include. You need to make the most of the characters available, so crafting messages devoid of flowery language and non-mission critical information is a must. If there is a way to say what you want to say with fewer words, revise. Include only the most important information necessary to inform your customers and get them to take the action you want them to take.

Send Information of Immediate Value

The most successful text message marketing campaigns offer something of immediate value; whatever it is you are hoping to promote with your messages, you want to entice people to act now. If you are offering a special deal to be claimed, it should be something that they must act on in the next five hours, or by midnight. Do not use text message marketing to talk about something that is happening two weeks or a month from now.

Focus on One Thing at a Time

Avoid cramming your marketing messages with numerous offers. Focus on one sales pitch per text and do your best to create a message that is catchy, enticing and includes a clear call to action. Messages with numerous pitches are confusing and it will be difficult to include all the necessary information.

Test the Message

Appearances matter in marketing—poor formatting of your text will reflect poorly on your company and lead to fewer conversions. Before you send out any message, always send it to yourself first to check it and see exactly how it will look to your customers.  This test run is also important to catch any errors or omitted information.

About the Author: Kelli Cooper is a freelance writer who enjoys blogging about all thing text message marketing from discussing how mobile coupons work to tips for crafting marketing messages.

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