7 simple rules of effective SMS marketing

SMS marketing is one of the most effective channels for brands to reach their customers. It has been used for over 20 years now, but it’s still not as widely adopted as other channels, which makes it even more interesting.

However, this article will share the top 7 rules that most SMS marketing companies follow to stand out their marketing campaign.

By definition, SMS marketing is the practice of sending messages via SMS to mobile phones with the purpose of engaging customers in ​a​ commercial relationship with the brand. Specific objectives are direct response or indirect engagement through surveys, quizzes, or competitions.

Like any marketing channel, SMS marketing is based on the 3 P’s (product, price, and promotion). However, what really matters in terms of effectiveness is how you make your message stand out in a world full of unwanted messages. Below are 7 simple rules that will make your SMS marketing message stick out in the crowd.

SMS marketing is based on 3 P’s (product, price, and promotion) but what really matters to make it effective are the following rules

1) Keep it short! 135 characters or less

One of the most common mistakes marketers make when sending an SMS is to write long messages. Usually, there are no limits in terms of length when sending text messages for free or even cheap, so why not fill it up with your message instead of a link? The main reason is that people’s attention span is very limited and they tend to ignore longer texts. Even worse, what seems interesting at first tends to bore the recipients after a few minutes.

A good rule of thumb here is to keep your message short so people can read it in one or two sittings, but also because there are several counting systems where you have only 140 characters to send your message. If you want to be sure that your message will fit in all platforms, you can use a tool like this one.

2) Keep it concise! Don’t write a novel

Just like keeping it short, keeping it concise is also important. As the saying goes “you only have 7 seconds to make an impression” and that’s exactly how long people pay attention when they receive a message. It’s very difficult to get people’s attention when they receive dozens of messages per day, so your message must be concise and clear.

3) Keep it simple! Don’t annoy the recipient

It’s very unlikely that you will get positive results if you annoy or spam your customers. That means that every single SMS is an opportunity for you to lose them forever. That’s why it is very important to ask limited questions and avoid lengthy surveys. People are not willing to spend time filling your forms, so if you want them to answer, make sure that the answers will be useful for you or that they can send their feedback without answering anything.

4) Keep it relevant! Personalized messages get more attention

The same message sent to hundreds or thousands of people will get fewer results compared to a personalized text message which is sent only to the right person. That means that it’s very important for you to make sure that your messages are relevant and not “one size fits all”. For example, sending an offer about ski holidays in July won’t get many people interested.

5) Keep it immediate! People respond when they want to

One of the many advantages of SMS marketing is that people receive your messages exactly when they want to, which makes the message more relevant and personalized for them. However, you can lose all these benefits if you send too many messages at once or even worse after a few days. The most efficient messages are the ones sent instantly, with real-time responses to what they’re currently doing. When you send messages immediately it works as an interruption and people will pay attention because of that.

6) Keep it innovative! Don’t use bad jokes or boring formats

It may be tempting to copy the formulas that seem to work and try out jokes, memes, and emojis that we see on social media. The problem is that they don’t always work for an entirely different medium like mobile phones. For example, do you know what’s the most used emoji? “The face with tears of joy”. Also, bad grammar or spelling mistakes will simply annoy people and make your message look unprofessional. You can use tools like this one to check if your message is good enough for SMS marketing.

7) Keep it profitable! Make the most of each message

There are many online texts about what makes a successful SMS campaign, but each business is different and every market has its own problems. That’s why it’s so important to use your own knowledge and experiences when you create your campaigns. A good way to do it is to ask yourself “what would I like to read if I was the recipient?” or “what answer am I looking for?