Company News
Text Message Marketing: FAQs
by webmaster — March 18, 2010
Some 3.5 billion text messages are sent and received each day according to a recent estimate by CTIA, the wireless industry trade group. Approximately 97% of all of the text marketing messages sent are opened. So why aren’t more retailers utilizing text messages to reach out to their customers? Why aren’t you? If you’re lacking clarity on this relatively new form of marketing, here are some of our answers to a few of the most common frequently asked questions we hear:
Q: What are the benefits of text message marketing?
A: Text message marketing provides retailers with the unique opportunity to deliver immediate, targeted messaging to customers who want to hear from them. A text message program doesn’t exist without customer opt-in, so when it is implemented correctly, it can lead to a highly receptive, loyal brand audience. Set up is minimal, and a text message requires very little time and money to send.
The ubiquity of cell phones, and the relatively low number of retailers currently reaching out to consumers via texts, make it possible for you to connect with customers in new ways, redefine the meaning of exceptional customer service, and, ultimately, provide an experience that will further differentiate you from your competitors.
Q: How do I get people to sign up?
A: If customers don’t give you their phone numbers, you can’t send them a text, so utilizing various forms of communication to let people know about your text message program, and the benefits of joining, is absolutely essential.
When a customer wants to sign up, you can capture their phone number in one of two ways:
- Create a signup form on your website where customers can input their mobile phone numbers.
- Give customers a special short code, and the number that they should text this code to. For example: Text Dwgreenco to 368366 to vote for your favorite Idea of the Week topic!
Once they text the short code from their mobile phone, or enter their phone number into your online signup form, their cell phone numbers will automatically be added to the database of cell numbers that DW Green Company can manage for you. Then whenever you want to send a text message, you’ll simply email us the content you want texted, we’ll adjust the language as necessary, and then send the text to everyone in your database.
We recommend that you promote your program and your short code, and encourage signups, on your website and with other marketing initiatives, from in-store signage to bag-stuffers. Text message marketing works best when used in combination with other marketing strategies.
Q: How do I use text messaging to connect with customers and further differentiate my brand from competitors?
A: Make sure that every text message you send is well targeted and of undeniable value to the recipient. When deciding if something is “text-worthy,” think about those customers who have signed up to receive messages. Ask yourself, “Will this be a pleasant surprise for them, or an unwelcome interruption?”
Coupons, special offers and exclusive access to a great deal, one-of-a-kind product, or unique information (such as advanced notice for an upcoming event or major sale) are messages of value. The text messages you send should be offerings and opportunities that are available through text messaging only.
Q: How often should I be sending text messages?
A: This is a personal media—sent too frequently or without merit, text messages can quickly become disruptive and annoying. A good rule of thumb is to send no more than one text message a week, or five text messages a month. It’s important to be aware that content longer than 160 characters requires multiple text messages to be transmitted. In that case, it’s best to send all of the messages at once, as opposed to spreading them out throughout the day, so that your customer is only interrupted one time.
Like any new marketing initiative, text message marketing requires three things to achieve success: promotion, participation and patience. Promote the benefits of your program, encourage participation with engaging content and easy signups, and give your program the time it needs to develop.
If you’re interested in learning more about text message marketing, or are ready to start developing a text message program for your customers, give us a call or send us an email.
Filed Under: Company News
