4 Steps to a Successful Text Marketing Campaign

Dec 5, 2013 | Communication, Content Generation, Marketing, Mobile, Technology

SMS text marketing statistic

Text messaging is a widely available marketing media and tends to bring a high return on investment (ROI) due to its low cost. Although it should never be your only marketing focus, it can be cheap and effective when integrated with your holistic marketing approach.

To begin your text message marketing campaign, follow these four steps:

1. Obtain Subscribers.

Build your SMS (short message service) campaign on a foundation of opt-in subscribers. Start from your existing contact list, and place SMS subscription calls-to-action (CTAs) in other media, such as email, social media, newsletters, and signage. Give subscribers plenty of information, like how to opt out (ex: Text STOP to unsubscribe) or get help (ex: Text HELP for help). Also notify subscribers of the cost of subscription (ex: Standard messaging rates apply). Finally, let your subscribers know how frequently you’ll send messages.

2. Choose a Text Message Vendor.

You have many vendors to choose from. Compare costs and the number of messages that can be sent at a time. Look for a vendor that includes built-in ways for consumers to opt in or out, thus saving you time. Some include other helpful features, like the ability to schedule texts in advance.

3. Create Messages.

SMS content generation is unique among marketing copywriting styles. Because graphics aren’t available to support your words, messages must be short and sweet. Send texts that the consumer will appreciate, such as coupons, post-conversion thank-you messages, and members-only content. 

4. Integrate and Analyze.

Text message marketing works best as a supplement to other media, so integrate it into your website and social media. Analysis is an important aspect of every successful marketing medium. Unfortunately, SMS data is difficult to curate. Include URLs in texts to gain a small level of measurability. Keep track of what you can, such as coupon redemption rate.

Text messaging is a generally personal marketing channel. As a rule of thumb, send a maximum of one text per week.

Remember to never place all your eggs in one basket. Text message marketing can be very effective, but it’s a limited medium due to its lack of multimedia and measurement capabilities.

Ethan Sheckler
Ethan Sheckler
Content Specialist
Learn More about Ethan!

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