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How To Create A Successful Mobile SMS Marketing Campaign

SMS marketing is a critical marketing asset for many businesses. The effectiveness and simplicity with which SMS marketing operates are one of the main reasons why SMS is still valuable today, but what makes a great SMS marketing campaign? This guide will delve into the very core of SMS marketing, and analyze the components that make up a successful SMS marketing campaign.

Establishing goals for the SMS marketing campaign

Before launching an SMS marketing campaign, it is important to establish the strategy and consider the objectives of the campaign. However, the actual planning and structuring of the SMS marketing campaign can be a complex endeavor. That is why it is important to create a solid strategy that will serve as a guideline throughout the whole campaign:

  • Set clear objectives: In order to launch a successful SMS marketing campaign, it is important to establish long-term goals. Once the goals have been set, the rest of the campaign activities will be easily coordinated. Outlining a basic structure is a critical step toward creating a fruitful SMS marketing strategy.
  • Study the target audience: The whole marketing approach changes depending on whether the campaign is targeting a younger or older target group, male or female target group, etc. By analyzing the target audience, marketers have a better understanding of how to adjust the strategy accordingly.

These two steps are necessary for creating a successful SMS marketing campaign. Knowing what the objectives and specific target audience are, will lead to a more concise campaign strategy.

Setting key performance indicators

It is important to know how to measure success. The key performance indicators (KPIs) are the measurable metrics which align with the campaign goals. Whether the goals are to generate more leads, acquire new customers, or generate online traffic, the KPIs help marketers track the success rate of the campaign. For instance, an SMS marketing campaign can serve many purposes:

  • To improve brand awareness
  • Increase web traffic
  • Educate subscribers
  • Generate leads
  • Remind customers of appointments

Different types of campaign objectives require different strategic approaches. That is why it is important that an SMS marketing campaign has a carefully considered marketing plan with established KPIs. With that being said, the first step toward creating a successful SMS marketing plan is to meticulously outline the objectives of the campaign.

The key factors of a successful SMS marketing campaign

Learning how SMS marketing operates increases the chances of conducting a successful SMS marketing campaign. The following elements help marketers create a successful SMS marketing campaign:

  • Time is relevant: SMS marketing is all about reaching the target audience at the right time. Prior to creating an SMS marketing campaign, marketers take the time to analyze the timezone of their target audience. The goal is to text the customers at an optimal time. No one likes to receive a promotional SMS message in the middle of the night.
  • Shortcodes and keywords: Shortcodes and keywords are essential components of SMS marketing. A shortcode is a 5 or 6-digit number that users send messages to in order to interact with an SMS marketing campaign. A keyword is a phrase that the user sends for the same purpose.

  • Personalized text: Mobile is a personal channel which provides the opportunity to establish a personalized communication with customers. In order to achieve that, it is necessary to find a balance between a friendly and a formal tone. Including the customer’s name in the SMS is a great example of a personalized SMS.
  • Opt-in only: One of the most important facts about SMS marketing is that marketers should only send texts to those users who have already opted-in to the campaign. Sending SMS messages to random numbers is against the national SMS regulations, and is punishable by law.

SMS marketing campaigns are perhaps the most intimate form of digital marketing. The content goes directly to the hands of the users in the form of their cell phones, creating that close bond.

The content of a great SMS marketing campaign

After structuring the objectives and learning the key factors of successful campaigns, it is important to know what kind of content is generally expected from SMS marketing campaigns. These are the five main points:

  • Call to action: The main reason why businesses are promoting their products or services is so that their customers can take some kind of action. Placing a strong call to action has a positive effect on the outcome of the SMS marketing strategy.
  • Sending surveys: Marketers use surveys, voting, or polls in order to enhance their customer service. Whether it is to find the general preferences of the target audience, or to receive feedback regarding a service or a product they’re promoting, surveys help facilitate a more personal relationship with customers. Avochato has this feature.
  • Provide incentives: Marketers encourage customers to take action by creating contests. An incentive can include discounts, limited access, coupons, exclusive privileges, and more. Incentives are highly effective and they are a great way to increase customer engagement.

  • Bring value to the content: When a customer opts-in to an SMS marketing campaign, they do it because they think it will bring value to their lives. Marketers aim to identify with their customers and see what they expect from their services. Polls and surveys are a great way to understand the preferences of customers.
  • Leveraging immediacy: Given that over 90% of all SMS messages are read within 3 minutes, SMS marketing is established as one of the most immediate mobile channels. This is another reason why the calls to action are important.

When customers receive SMS messages, it disrupts whatever they’re doing. That’s why it’s relevant that marketers send only noteworthy SMS messages that will peak the interest of the customers. Otherwise, they won’t think twice about opting-out of the campaign.

Building the SMS customer database

After launching the SMS campaign, the next thing to work on is the SMS customer database. By thinking out of the box, skilfull marketers find innovative ways to get more people to subscribe to their SMS marketing campaign by cross-promoting CTAs on different marketing channels, like:

  • TV Ads
  • Radio Ads
  • Flyers
  • Billboards
  • Website Ads
  • Vehicle Ads
  • Social media ads and posts
  • Direct mail
  • Printed ads

Providing more ways for users to opt-in increases the chances of attracting more subscribers to an SMS marketing campaign. A good call to action simply includes the shortcode or keyword necessary for the users to opt-in to the campaign.

Social media ads are particularly effective, as most people regularly check the most popular social networks like Facebook, Instagram, or Twitter. Promoting an SMS program on social platforms is an excellent way of boosting the SMS customer database.

Digital opt-in methods

The above often message rely on more traditional marketing methods, but there are more digitally-aligned methods which work:

  • Mobile opt-in: Mobile opt-in is the most popular way to opt-in to an SMS campaign. The process includes simply texting a keyword to a designated SMS shortcode provided by the marketer. The keyword and shortcode are usually advertised by using some of the advertising methods mentioned above.
  • QR codes: This is an easy opt-in method that allows users to scan a QR code in order to opt-in to an SMS marketing campaign. Marketers usually place the QR code on a printed material and advertise it both via online and offline marketing. After scanning the QR code, the users directly join the SMS marketing campaign.
  • Web opt-in: This is another effective opt-in method. With web opt-in, the customers usually enter their phone numbers into a form on a website. The user then receives a confirmation text about their subscription. This opt-in method is recommended for those businesses whose websites dDrive lots of traffic.

The most important thing to remember here is that users shouldn’t have to go through too much trouble in order to opt-in to an SMS marketing campaign.

Picking the right SMS marketing mobile provider

Choosing a mobile marketing provider is another crucial aspect of creating a successful SMS marketing campaign. Experienced marketers budget their resources, and choose a mobile marketing provider primarily based on the quality of the service they provide. Here are some qualities that top-notch mobile marketing providers should have:

  • Support service: A mobile provider who is supportive and responsive is one of the best indicators of quality. A quality mobile provider is expected to help resolve any potential issues. There are a number of factors in keeping an SMS marketing campaign going, what the provider is the most important one.
  • Pricing plan: Choosing a mobile marketing provider is directly related to the budget of an SMS marketing campaign. Generally, those marketers that offer more expensive pricing plans usually offer more features. If the marketer is able to afford a more expensive solution, they will receive a better SMS service.
  • Features: A successful SMS marketing campaign is expected to incorporate all the latest, modern features. Prior to choosing a mobile marketing provider, marketers usually take the time to compare the features of several competitors.

It all comes down to the specific goals of the SMS marketing campaign. If those goals can be met by using fewer SMS features, it is not necessary to spend on a more expensive pricing plan.

Standard SMS marketing features

As we mentioned above, different SMS marketing strategies require different features. Nonetheless, a quality mobile marketing provider should provide a standard set of features such as:

  • MMS
  • Analytics Dashboard
  • Coupons
  • Mass-texting
  • Scheduled Texting
  • Auto-responding
  • Shortcodes
  • Keywords
  • Polls and Surveys
  • Subscriber management

These are the standard features that a top-quality SMS mobile provider offers. Different campaigns will have different needs, so not all of these are essential.

Measure the effectiveness of your SMS marketing campaign

After the SMS marketing campaign is underway, marketers usually measure the success of the campaign by setting long-term goals and benchmarks. Knowing how to measure success is the key to conducting a great SMS marketing campaign.

The following are among the most common benchmarks that marketers use to measure success:

  • Report analysis: Directly measures the effectiveness of a campaign after questionnaires, contests, voting, surveys, etc. This data can vary accurately reflect the success of a campaign.
  • Delivery rate: Shows the exact percentage of messages successfully delivered out of the total number of subscribers.
  • Open rate: The percentage of the subscribers that open their SMS messages.
  • Opt-out rate: The percentage of recipients who opt out after receiving an SMS marketing campaign.
  • Conversion rate: How many people actually took an action by subscribing, clicking a link, or making a purchase.

Marketers observe the KPIs of SMS campaigns in order to determine the success rate of their SMS marketing campaigns. This is how Marketing360 presents this data:

Top-quality mobile marketing providers offer campaign performance tracking with built-in analytics. These insightful reports help marketers alter their campaign strategies for optimum performance.

Tips for a top-quality SMS marketing campaign

A successful SMS marketing campaign is all about quality content. Here are the most common ways to run a great SMS marketing campaign:

  • Create valuable content
  • Consistent brand voicing
  • Make sure the messages have a point
  • Use simple language
  • Use a strong call to action
  • Offer enticing incentives
  • Timing is key
  • Keep it short

A successful SMS marketing adds value to the lives of customers. Writing short sentences with a clear and concise CTA is the recipe for success. The tips above help S&S marketers established connections with their customers, and run successful SMS marketing campaigns.

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Matthew