Crafting a Valuable SMS Marketing Campaign for Retail

We live in a time of unprecedented connectivity. Bulk SMS marketing represents a real opportunity for retailers. Unfortunately, a text message with no recipients makes as much an impact as a musical event with no fans.

Sending an SMS implies it is high priority and likely to be read. When someone gives you their permission to text them, you are entering their circle of trust. Retailers can facilitate their trust by providing value to their SMS subscribers, following SMS marketing regulations, and openly disclosing to subscribers how their information will be used.

With more than 320 million wireless subscribers in the US alone, businesses are missing a lot of customers if they aren’t using SMS marketing. A recent SAP study found that 64% of consumers think that businesses should converse with customers more often using SMS. For retailers, this is a huge opportunity that should be considered.

How SMS Marketing for Retail Works?

Compared with many other marketing communication channels, there is no need for advanced design or technical skills in order to use SMS marketing. You simply create an account, compose your message, upload your lists of customers and send your message. It’s simple and hassle free and inexpensive.

1. What’s the value for consumers?

Heavy-handed, one-size-fits-all marketing rarely works. A good marketer answers the question, ‘what is in it for them?’.

With this in mind, give your customers a reason to join your opt-in list. Offer an incentive or a unique offer for joining your list. By adding value to your opt-in list, you are certain to see successful results.
Make subscribers feel as if they are joining an exclusive program with benefits that set them apart from the crowd.

2. Integrate and promote

By incorporating links in your SMS campaign you will encourage customers to visit your site.

Whether you are adding a simple call-to-action on a customer receipt or have a poster at your shop front, marketing your SMS campaign can be done with minimal effort.

3. Relevancy is key to customer retention

Keep all communication relevant to your target audience. Provide information that is relevant and beneficial to your customers.

Make sure you are always updating your messages, never send the same message twice.

Keep your messages precise using simple informative language. Be brief and focused, know your target audience and speak directly to them.

Adding value to your message will give your customers the impression that you are a trustworthy brand. With every campaign be sure to add value, something that will benefit your customers, for example offering advice or tips on a topic that’s relevant to your industry.

4.Stay within legal limits

Are you aware of data protection and any other legal restriction around SMS marketing?

Make sure you are before you decide to incorporate bulk SMS marketing into your marketing mix. Common SMS marketing mistakes can be detrimental to your marketing campaign.

When building your SMS marketing list remember, patience is a virtue. Focus on building genuine relationships with a wide network that will benefit your company long term.

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