How to Write an Effective Marketing Text Message
Having a mobile marketing platform and a budget isn't enough to set you on the path to success. You need to know how to write an effective marketing text message, capable of reaching the right audience.
The good news is, once you've figured out how to write an effective marketing text message, building a campaign around it straighforward and affordably scalable.
SMS messaging is the only messaging medium with a truly global reach. A text message won’t be junked into a spam folder, and 95% of them are opened and read within minutes of receipt. It’s not hard to see why mobile marketing campaign managers are so fond of SMS messaging.
When devising a mobile marketing strategy, the inherent properties of a text message amounts to a head start - but only when you’re competing with businesses that lack a mobile strategy. As more and more industries latch on to the potential of SMS it becomes harder to make your message stand out from the crowd. To get started, follow these rules-of-thumb for an effective text marketing campaign:
Know Your Audience
To maximize the response rate for your SMS messaging campaign, first establish who you are targeting and adapt your language and call-to-action accordingly. This might mean dividing your contact list into different demographics and creating a different message for each group.
Time It Right
Most people have their phone with them at all times. But that doesn’t mean all bets are off when it comes to timing your message. Studies have indicated that mid to late afternoon is the most effective time to send a message. If your business serves multiple time zones, remember to stagger the ‘send’ times - a surefire way to alienate customers is to wake them up with a special offer at 3am!
Grab Their Attention
Even more than other kinds of marketing, the space limitations imposed on SMS messaging means you need to grab the attention of your audience quickly. Lead with the offer - the ‘thing of value’ - and remember they will see the first few words of your message as a preview before they open the text, so make them count.
Test That Text
This should go without saying, but sending a test message to your own phone - and those of employees and friends - will help you iron out any kinks. You can’t really judge the impact of a text message until you see how it will appear to the recipient. Once your campaign starts, the testing stage isn’t over. Make small adjustments to your message each time you send a new one and you’ll be able to work out which elements of the text are most effective.
Now you know how to write an effective marketing text message, jump on board the mobile bandwagon and start growing your customer base today!