How many SMS’s do you receive in a day? I get anything between 50 to 60 messages. A large portion of these messages is from various things I like. Restaurants, spas, malls, movies, baby shops, and even my mobile service provider, the last one I don’t like that much. I am sure it’s a similar case with you too.
How many SMS’ list do you respond to in a day? I respond to all the personal SMS’s. Depending on the offers from restaurants, spas, malls, movies, and baby shops, I either click a link or send a code. SMS’s from the mobile service provider more or less go with no response. I am sure it’s the same case with you too.
Why do you respond to some and ignore some other SMS or text marketing?
You find them boring, irrelevant, lengthy or tiresome.
But, you are getting them because you opted for them. Knowing that you are an intelligent customer, I know there must have been a strong reason for you to opt-in.
So, why are your favorite restaurant, spa, mall or movie sending you SMS’s that don’t get your attention? Better still, how can they make these SMS’s better to catch your attention? I know, the questions to these answers are more for them and less for you. But, if it helps you get useful SMS’s in your inbox, you win too.
Let’s look at a few hacks that can improve conversion rates of SMS.
Short is the Style – Always
An SMS is a Short Message Service. It is really important to understand the very first word – short. Are your SMS’s too long? Check the response rate from your customers. Look at patterns to understand which ones are being responded to.
If most of your SMS’s are long, believe me, it’s a sure way to lose your customer interest.
You’ve got 160 characters. Use them all. No need to go further.
Action to get Action
If you keenly observe, most of the branding messages always begin with verbs. Then, why not an SMS? Start your SMS’s with verbs. A verb is a word used to define an action. Such words get people who read them into action too. That is what you want to achieve with your SMS, right? So, use verbs.
Verbs like buy, sell or save get the attention of your reader. If you got it this far, then a little more care will get your customer to act.
Simplicity Wins, Hands Down
Keep your SMS’s simple to read and easy to understand. If your customers need to run for a dictionary, then the SMS is lost. If the customer is wondering what lingo is thrown at him/her, then the SMS is lost.
Irrespective of the age group of customers you are catering to, it’s important to keep the SMS simple. Just stick to the very basic bare minimum needed to communicate your intention.
Your customers probably vouch by your brand. That is no reason to send anonymous SMS’s and get them to guess it’s from your brand. Be clear in identifying yourself and the promotion you are making. Give information about the campaign you are running.
Greet Your Customers
You have only 160 characters. That is not reason enough to ignore your customers. If you can design an SMS with the name of the customer, you have got a deal. Your customer would be kicked up about being personally addressed.
An SMS anyways is personal, what’s the big deal in starting it with the name of the customer? Is that your thought? Just put yourself in the shoes of your customer, wouldn’t you want to be addressed in an SMS?
Customize based on Customers
SMS’s can be integrated with really robust CRM’s to create powerful segments based on age, location, gender, likes and dislikes, shopping patterns and so many other such insights. Customize your SMS’s for each segment. This way you are communicating specifically to the needs of that segment.
Compelling Call to Action
Include a call to action that gets your customers acting. The call to action should be able to create the urgency or an immediate need. Offers that expire at a short notice or benefits that can get cashed immediately are good CTA’s to add. Choose the wording carefully to restrict the size of the SMS without compromising on the CTA.
Test before Launch
Testing a campaign before launching it to end customers is probably the oldest advice in marketing. Yet, it is the most ignored. Conduct all your A, B testing on SMS before sending them out. No harm conducting a C, D or E test too. Yeah, there are no such things like C, D or E tests. The point being tested as much as possible and refine the SMS based on responses.
It is a known fact that SMS is and will be a powerful channel to reach your customers. Smart Phones make it even easier to convey via SMS. If you as a business owner are spending lots of money and effort to build your SMS marketing lists, mobile number lists, mobile number database, and cell phone number lists, it’s a lost cause if you don’t pay attention to how your SMS’s are crafted.
You will be surprised to see how a well-crafted SMS sent to the same mobile phone list can get higher conversions.
Spend some time and effort on creating short, simple, easy to understand and act upon SMS! This is a sure way to get improved conversions.