TextMagic puts awesome power into the hands of your business. You can send an SMS to everyone on your opt-in list in moments, telling them about up-to-date offers. Alternatively, you can use TextMagic’s SMS API to integrate texting into your sales or sign-up process.
But, as with any business strategy, you need to think carefully about how you use text messaging, and implement a strategy rather than just rushing in. In particular, you need to be careful that you’re not annoying your customers by sending them too many texts, or texting them too often at inappropriate times. Your customers will be on your SMS list because they have chosen to be there – if you annoy them they will start to opt out and your list will shrink.
Here are some strategies for keeping your customers happy when you’re spreading your business’s message via SMS:
1. Get the frequency right
This is the single most important thing is to make sure you’re sending the right number of messages at the right intervals. If you’re running a rolling marketing campaign, about one message a week seems to be the “sweet spot” for maintaining customers’ interest without overloading them with texts.
Obviously, if you’re running a one-off campaign or using TextMagic to send SMS alerts through the API, then frequency will be affected by external factors. In that case, it’s a good idea to monitor the customer’s experience to make sure that nobody is getting too many messages. A good way of doing this is to put yourself in the position of a customer, and set messages to come to your own phone – does the number of texts seem reasonable, or is it starting to get annoying?
2. Keep it short and sweet
Even though TextMagic gives you the power to concatenate (i.e., join several texts into one to send longer messages) it’s a good idea to keep your customer messages relatively short. When you send a customer a text you are, in effect, “demanding” their attention – it’s a marketing message they can’t ignore.
Make them work too hard by sending long or complicated messages, and they’ll soon get annoyed. Keep messages short, sweet, and above all useful. If every SMS helps your customers in some way (e.g., by promoting a special offer their demographic data tells you they are very likely to be interested in) and doesn’t take too much of their time, they should stay happy and loyal.
3. Send out of hours
Sending SMS to customers in the middle of the day can be risky – if they are hassled, busy with another task or on the move they are not going to thank you for distracting them. If, on the other hand, you send messages in the evening, early morning or at the weekend you’re less likely to be an unwelcome intrusion – and more likely to catch your customers at a time when they are relaxed and receptive to your message.
Personalising sales messages is a very old marketing tactic – and one that works. If the customer feels you are talking directly to them, they are likely to be more responsive to your message. You can use the TextMagic web interface to personalise messages quickly and easily by selecting the “first name” attribute and entering it into the body of the message you are sending:
This picks up the customer’s first name from the data in your contacts list and drops it right into the email. You can also access this feature via the API.
5. Get feedback
The best way to find out how much your customers like your campaign is to… ask them! It’s very difficult to decide in advance how different consumer groups will response to SMS marketing, because different generations and economic groups have different attitudes to texting in general. Consider offering a small incentive for feedback on your campaign, and use the feedback to improve and refine it further.