Good SMS marketing is a cutting-edge, creative way to connect with customers and boost your advertising return through sales leads.
SMS marketing (the original type of mobile marketing) lets customers and organisations communicate through SMS. It’s pretty easy: organisations create advertising which uses an SMS marketing call-to-action (something like ‘text CAR to 19 33 33 for a test drive’) to encourage audiences to respond by SMS. The customer then receives an automatic thank-you text from the organisation, which sets up a dialogue that can be continued in future marketing communications.
With us so far? Excellent.
What you might not know about SMS marketing is that there are several different types, ranging from common (SMS competitions, SMS surveys, and mobile coupons); to obscure (recruitment tools, Q&As, etc). There are many possible uses, but the 4 best SMS marketing types are:
1. Send out mobile coupons
One of the most popular SMS marketing functions is sending mobile coupons to customers by text message. Compared to print coupons, mobile coupons make it as easy as possible for the customer to find, keep and redeem; which therefore gives them a higher redemption rate. The Brisbane Boat Show used our SMS marketing to offer mobile coupons for discounted entry to the show, and got 72% of the mobile coupons redeemed. This is particularly impressive when we note that print coupons have an average redemption rate of only 2%.
2. SMS to win campaigns
SMS marketing can also be used in competitions, surveys, and giveaways, to encourage SMS entry. Enabling text message entry takes away needless paperwork for both the consumer and the organisation. This makes the campaign more accessible and instant, which usually increases the number of entries received by 2-3x. Leading Edge Computers used our SMS marketing to make their computer giveaway more accessible, and got 3x the response they usually get for paper-entry giveaways.
3. Push texts/ subscriptions
SMS marketing also includes push texts and subscription SMS, which is where the game starts to change. Contrary to many assumptions, SMS marketing does not have to start with advertising. Organisations can also send out regular texts to their database of customers who have already opted in to SMS communication. This type of SMS marketing is a more immediate and concise alternative to an email newsletter, and can be used to send updates, news, appointment reminders, etc (even nightclubs use it to inform patrons of upcoming events). But remember: customers have to be able to opt out if they wish.
4. SMS for info campaigns
This is probably the original form of SMS marketing. It tries to get around the problem of limited advertising space, by sending product or service information to customers via SMS. Instead of overloading the customer with unwanted information, organisations can use SMS marketing to send out requested details. Box Hill TAFE Institute used our SMS marketing to do just this, and sent 2011 course information to potential students who requested it.
Interestingly, their SMS marketing campaign was broadcast through 2 different channels (TV and shopping centre tele-screens), but one channel got nearly 15x the responses of the other. It was SMS marketing’s measurability that enabled Box Hill TAFE to uncover which of their advertising channels was working. This makes SMS marketing an attractive investment for SMEs who don’t have the budget to waste on ineffective advertising.
This article was written by Emma Rose Smith of TXT2GET, a leading mobile marketing company. TXT2GET supply affordable SMS keywords to advertising that typically increase ad response by 2-3x. SMS keywords also bring measurability & accountability to advertising, because you can see the exact time and date that responses come in.
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