In some circles, text is still viewed as a communication medium best left to giggling teens and phone-phobic adults, but marketing insiders know that there is countless potential hiding in those little 160-character missives. Text is more immediate, more efficient, and garners a better rate of response versus email, so why hasn’t it caught on more? Some businesses may be concerned about getting their message across in such a limited forum, and that’s where the exponentially powerful relationship between SMS and email outreach comes into play. Check out how you can pair all the best qualities of SMS with the accessible, long-form assets of email:
Build Your Email List Through SMS
Which is easier: texting a short code to a phone number; or clicking on a link, waiting for a website to load, entering your contact information, waiting again for a confirmation email to hit your inbox, and finally (redundantly, even) confirming that confirmation email to finish your new email list enrollment? The second option was exhausting just to write out, and it’s no less cumbersome to actually execute.
Email lists are incredibly beneficial to any marketing strategy because it gives you a built-in audience to whom you can announce company news, pitch new product ideas, or even farm for feedback. Enabling SMS enrollment just makes building that list easier for all involved.
Support Online Sales Using SMS Coupons
You can’t give your upcoming Memorial Day blowout sale the same kind of coverage via SMS that you could using email, but you can double your opportunity to draw in shoppers by using both channels to advertise the event. Email out your big sale announcement – complete with full-color pictures of deep-discounted items and important details like store hours or purchase restrictions – and then double-down with a special SMS coupon only available to text subscribers. Not only do mobile coupons have a redemption rate some 10 times higher than traditional print coupons, this approach also encourages consumers to subscribe to both your email and SMS lists, and that’s a good thing for all involved.
Use Text to Remind Consumers to Open Their Emails
We’ve established that email does some things that SMS cannot, but text absolutely dominates in one area: open rate. While email has a measly open rate of just 22 percent (there are some smart ways to improve on that, however), text wallops with a remarkable open rate of 98 percent. Your marketing email may get caught in the spam filter or just lost in the shuffle (think about how many emails you get a day and how many you actually have time to sit down and thoroughly read), but sending a simple text such as, “Don’t miss out on this week’s top stories. Check out your email newsletter now!” might be the quick nudge consumers need.
Get a Response Using SMS
With a low 6 percent response rate, email is practically a one-way form of communication. On the other hand, 45 percent of text messages garner a response, which makes it the ideal way to start a conversation with consumers. Maybe you continue to send your newsletters, mini-courses, and blog through email, but you can ask readers what they think using a short text that encourages users to respond with short codes. Not only are you making it easy for consumers to respond, you’re showing them that you value their opinion – and if you use SMS software, the responses will be automatically analyzed and organized so you can take full advantage of the data your campaign gathered.
Your business may depend on whether you know how to achieve mobile marketing success in 2016. Implementing the smart tips above would be a fantastic way to start.
What do you think of what I’ve covered so far? Will you adopt SMS as your tool for communication? I would love to read your comments below.