Navigating strong customer relationships through mobile devices comes with a learning curve, and mistakes are bound to happen. One of the biggest? Treating SMS marketing like all other marketing channels.
To help you avoid this pitfall, we’ve broken down some of the contributing factors to this SMS marketing mishap.
Duplicating copy across channels
Crafting the perfect marketing message takes time, and once you make it appear, sending it out to as many customers as possible might seem like the best course of action. Trouble is, each of your marketing channels are specifically designed to meet different consumer needs.
Text messages are largely targeted to on-the-go customers, urgent messages and simple CTAs. However, your email or social media marketing may be better suited for videos, graphics or long-form marketing strategies.
Sending lengthy text messages
When you’re dealing with text message marketing it’s a good practice to go back to the basics every now and then.
SMS marketing stands for short message system marketing, making lengthy text messages a no-no when communicating with subscribers. Instead, look at your text message marketing as a chance to immediately connect with your customers in an easy-to-understand way.
Lacking personalization
Of all the marketing channels available, text message marketing might be the most intimate.
Cell phones are a central part of the human experience for many modern-day consumers. They are also home to some of the most important factors in a person’s life: communication between loved ones and access to favorite brands. Simply put, text messages are very personal.
The language and content included in marketing messages should be reflective of their personal nature. Speak to your subscribers by name, send them content that is personally relevant to their customer journey and focus on building an experience they’ll enjoy.
Text message marketing is an art all its own and it should be treated as such. By making sure that your SMS content is curated specifically for your mobile subscribers, you’ll be able to better ensure that your audience is getting what they need.
