Like email, SMS is a key piece of a well rounded messaging strategy. There are a few things that may differ from tradition email, so be sure to keep these best practices in mind when sending SMS to your customer base.
Consistency is key
First, be consistent with the number you’re using for your users, this is to make sure they will not mark your number as spam and helps build brand trust.
Make sure to send relevant messages to your customers. If they opt in for product A, don’t send them messages about product B. The same is true about the type of messaging - if they only want to send alerts, slow down on marketing messages. There are lawsuits wherein companies have sent marketing messages when users only opt-in for alerts.
Pro Tip: Use the Journeys Subscription Center to give your customers options.
Be concise.
While email marketing can be used to tell a story, text marketing is like a billboard, you have just a few lines to get your point across . Include all necessary information within 160 characters whenever possible. Long paragraphs could loose audience attention and cost you more.
When sending campaigns, make sure to include your opt-out instructions. This is also required by phone carriers when sending bulk texts. Example: Reply ‘stop’ to opt-out.
Include CTAs on your messages
SMS messages should encourage your audience to act. Add a call to action to your text messages, so that users can immediately take action to make a purchase, read an article or even share with a friend. Any web page that is linked in a SMS message needs to be mobile optimized since users will be accessing these links on their phone.
Pro Tip: If you’re marketing a new product, include a tracking link on your message.When sending messages to folks in Canada, make sure that they will not be using any shortened URL. Messages may be blocked or in some cases their number can get blocked.
Creativity is your friend.
Characters are limited, but creativity shouldn’t be.
While visual brand elements require extra steps in SMS (check out MMS) you can use tone, keywords and even personalization to get your brand identity across.
Here are some examples of SMS messages following best practices:
Final practices to follow:
- Don’t buy phone numbers from other companies, this is illegal and could cause hefty fines.
- Engage with your customers. Texting is real time, and they expect the same from you.
- Informational messages still require consent.
- Only send alcohol/sweepstakes/firearms/tobacco messages to age verified users
- You cannot send confidential information, threats of violence, hate speech, or graphic violence.
How are you using SMS in your business? Let us know below.