SMS Advertising: 4 Elements That Drive Results for Retail

SMS Advertising for Retail
SMS Advertising: 4 Elements That Drive Results for Retail

SMS advertising is one of the most popular marketing strategies for successful retail businesses and organizations around the world.

Why are retail businesses everywhere adopting SMS marketing?

  • It’s budget-friendly: you can send SMS messages for only pennies per message.
  • Customer’s read messages sooner: over 90% of messages are read within 3 minutes of being received.
  • They are received better: text messages are opened and read almost 5 times more than email (98% to 20%).
  • Customers respond: text messages have a response rate over 7 times higher than email (45% to 6%).

If you’re going to send text advertisements to prospects and customers, you need to know how to do it right. Why? The right SMS advertising campaign can create tremendous value for your brand and customers. And an SMS advertising campaign that misses the mark can spell total disaster for your retail brand’s reputation.

sms advertising

Fortunately, sending the right text advertisement is easy. Be sure to include these essential elements in your next SMS advertising campaign:

SMS Advertising: 4 Essential Elements of Impressive Campaigns

Take advantage of these expert insights and findings to develop your own comprehensive retail SMS advertising program.

1. Create a Valuable Offer

To start, you have to make sure that your offer provides immense value to your subscriber.

Your customers opted-in to receive ongoing communications from you in the form of text messages on their phones. They expect to be treated differently than people on your other marketing channels.

Recent studies indicate that 60% of retail customers opt-in for coupons and discounts. Meanwhile, 14.6% opt-in for general business information.

Some examples of discount or coupon SMS campaigns that you could send exclusively to your subscribers include:

  • TODAY ONLY — receive 15% off your entire purchase when you mention code “SECRET TEXT SPECIAL” at the register.
  • Get a free bag with your purchase of $50 or more. Just mention “SECRET TEXT SPECIAL” at the register. Come get yours before they are all gone!

These messages do a few important things. They provide a valuable, discount-driven, offer that is given only to text message subscribers.

2. Create a Sense of Urgency

When it comes to successful SMS advertising, many retail business owners incorporate a bit of FOMO. Try using language like “limited-time” or “exclusive offer” in your next SMS advertising campaign. When a prospects and customers know that time is running out, they’re more likely to act. In fact, 70% of Millennials cite FOMO as a contributing factor when it comes to making large purchases.

The savviest retail businesses — Groupon, Wayfair, Amazon — use special flash sales and limited-time offers to get text marketing recipients to act now.

For example, you could run a campaign like:

“Don’t miss out! Get your tickets for next week’s concert now at {#link#} before they are all gone."

3. Include Quality Graphics

You know the saying, “A picture is worth a thousand words.” This is especially true when it comes to marketing, and SMS advertising is no different.

Most text marketing providers make it really easy to send MMS messages that include photos.

The graphics that you use should be aligned with the specific promotion that you're sending. They should also represent the unique look and feel of your business or organization.

For example, if you’re giving away a free bag with a purchase of $50 or more, then you could include a photo of the bag that you’re giving away.

If you are giving a discount on their entire purchase, then snap a quick photo of some of your most popular merchandise and include it with the message.

SMS Advertising: 4 Elements That Drive Results for Retail


4. Include a Call to Action

Your campaign should always include a clear, proven, and concise call to action. This is the place in the message where you tell people what you want them to do.

Think about the goal of your message and what your desired outcome is. This could be things like getting them to redeem a promotion, reserve a spot, or visit a webpage.

You want to lead your audience as directly as possible to their destination. When planning your CTA, you should consider the following:

Use Action Verbs that are Easy to Understand

When you know what you want the user to do you should utilize action verbs that are easy to understand. This could include things like buy, click, redeem, visit, or show.

Eliminate Potential Obstacles

Make sure that you display it in a way that is easy to access. The short code that you use should be clear and easy to read.

Optimize for Mobile Users

This one should be pretty obvious. You are sending a message to someone’s cell phone, so you should make sure that your call-to-action works well on a mobile device. If you are linking to a website, make sure the website is optimized for small screens and touchscreen input. This includes doing things like having large, clickable buttons and information fields.

Logical Fit with the Rest of the Campaign

Keep in mind the bigger picture and potential relationships that your campaign will build. You will need to make sure that the message and branding are cohesive across the different marketing channels and websites that you are using.

Brand & Personality Fit

Always remember that your messages are working to build a relationship with your contacts. Make sure that you maintain a consistent and intriguing brand personality. This helps you build trust and develop more brand awareness.

Put These Strategies Into Your Next Campaign

The first step that you need to take in a successful campaign is to find a reliable provider to send your messages. Your provider will provide the technology that you need to quickly and easily write out your message, attached relevant imagery, and send it out to the perfectly targeted segment of your audience.

EZ Texting’s customer support teams are able to guide you through every step of this process. Once you have signed up, you can begin assembling your first campaigns.

You can upload your contacts, build an attribution campaign to help get more, and start crafting your first powerful message.

To help you get started, we have assembled a Text Message Marketing Playbook for Retail Businesses.

We will show you:

  • What text message marketing is
  • 6 best practices for retail text messaging
  • Game-winning retail text marketing plays to run
  • How to become a text message marketing MVP

So make sure that you download your copy today.

Photo: Getty Images/Nattakorn Maneerat

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