SMS Marketing Best Practices to Improve Customer Experience: Examples You Can Use

23 October 2024

Dhimant Vyas

Everyone reading this blog right now has one thing in common – all have smartphones! Nowadays, everyone has mobile phones with them, including your existing and potential customers. As per the study, it is expected that by the end of 2028, more than 7.7 billion people will start using smartphones, which proves SMS marketing is the best way to promote your business. As more and more customers are becoming comfortable interacting with businesses through smartphones, NOW is the best time to catch the SMS marketing train! Through SMS marketing best practices, you can break through the noise.

When SMS marketing is done right, it can boost sales and strengthen your customer relationships. However, if done wrong, text message marketing can frustrate your subscribers, and you will have to deal with legal troubles.

This article explains SMS best practices that you can use to improve customer experience, along with a few text message marketing examples.

Let's first start by understanding why SMS marketing is the most effective marketing strategy compared to others.

Why is SMS Marketing the Most Effective Marketing Strategy Compared to Others?

When it comes to marketing your product/service as a business owner, one question will surely pop into your mind – which strategy is most effective? Right? Let us break it down to understand it better.

SMS vs. Social Media

Undoubtedly, social media is the perfect communication channel for brand awareness. However, the tricky thing here is it can get noisy. With constantly changing social media algorithms, only a fraction of your followers might be able to see your posts. However, on the other hand, SMS offers almost 98% open rate, and most text messages are read within 3 minutes of receiving. In short, SMS takes the crown if you are looking for immediate engagement.

SMS vs. Email

Of course, email is perfect for detailed content, but let's answer honestly: how many emails do you delete even without reading? As per the study done by MailChimp, the average open rate of email is around 21.33%, and SMS has a 98% open rate. From this, it is clear why SMS marketing is more effective for quick communication. Plus, we all read texts, right?

SMS vs. Phone Calls

When it comes to phone calls, sometimes they can feel disturbing. Imagine you are having dinner with your loved ones, and a phone call disturbs you. Would you like it? Of course not! On the other hand, SMS is non-disturbing. Your customers can read and respond to it at their convenience. Besides, texting is more cost-effective as it saves hard-earned money and valuable time for both businesses and clients.

SMS Vs. Paid Advertising

SMS is cost-effective and generally you will get bulk messaging discounts. Besides, there is no cost per click or impression like paid advertising on Facebook, Instagram etc. Therefore, SMS works perfectly for smaller budgets.

Today, we live in a world where most people always keep their phones with them; sending a text message will get your message right into their hands. However, with PPC the audience reach is subject to algorithm preference and ad placement competition. SMS offers high open rate and quick engagement whereas in PPC click-through rates are quite lower and depend on customer interest and ad quality.

SMS Vs. Traditional Marketing

SMS offers immediate delivery and quick customer response whereas traditional marketing takes longer planning and execution time. Besides, SMS is inexpensive as there is no cost involved in design, print, or distribution like traditional media such as TV commercials, print ads, billboards. You can easily track the results for SMS marketing through delivery reports, responses, and click rates but in traditional marketing it is difficult to measure ROI due to the indirect nature of tracking conversions.

In short, SMS is personal, cost-effective, quick, and cut through the noise other marketing channels create. Therefore, if you expect high engagement and quick results, text it!

You can even combine it with other marketing channels to support sales and marketing efforts throughout your organization.

SMS Marketing Best Practices 2024

Do you want to send SMS to your subscribers without annoying them? Do you want to turn your subscribers into loyal customers? If yes, use these SMS marketing best practices and text message marketing examples.

1) Take Explicit Consent & Offer Clear Way to Opt-Out

If you don't get explicit consent from the customers to send them text messages, you might end up paying thousands of dollars. Get written consent from your customers, and for that, you can implement a clear opt-in process through online forms or keywords such as "Reply JOIN to [shortcode]."

For the extra layer of security, implement double opt-in. This means that once the subscriber signs up for SMS marketing, they need to confirm their sign-up by replying with something such as "YES" when they receive the first text message from your business. When you comply with the regulations like TCPA, CTIA, and 10DLC, your customers will trust your brand.

Ensure you include proper instructions to opt out because it is obvious that customers who don't want to hear from your business won't lead to sales.

For example, if you are a salon owner, you can send a welcome message like this

Hey, [customer name]! Welcome to [salon name]!
You're now subscribed for exclusive deals & updates.
Stay tuned for your first offer soon!
Text STOP to Unsubscribe anytime.

You can send this message immediately after the customer opts in to confirm their subscription. Keep your message concise, as SMS has a 160-character limit. State the value up front and include a clear call-to-action. Follow SMS regulations properly and avoid sending spam text messages. Also, don't send SHAFT and prohibited content. Use the 10DLC registered number, include your brand name so customers know from whom they are receiving messages, and stay updated on local regulations, as non-compliance can lead to legal penalties.

2) Time & Frequency Matters

When sending an SMS, the right timing plays a crucial role. Therefore, consider your audience's daily habits before sending a text message. Think about when they are most likely to be on their smartphones. Don't send messages when most people are commuting, such as between 6:30 a.m. to 8:30 a.m. Send a message during business hours. Poor timing can irritate your customers and reduce engagement.

Also, respect your customer's time zone and send a message accordingly. Analyze open and conversion rates and decide which timing works best for you because it is obvious that no one expects a coupon code or appointment reminder at 3:30 a.m.! You can use time-zone-sensitive automation to schedule SMSs to get the best result.

The frequency of messages directly depends on the type of information you are sending. However, don't bombard your subscribers with too many messages; it will increase opt-out rates. That being said, if you don't text enough, it will also break trust. Your subscribers will forget about you. Besides, you can track unsubscribe rates to determine the right messaging frequency.

Here are some frequency tips:

Message Type	Frequency
Relevant Message	Once a week
News/Alerts	1-2 SMS per week

3) For Better Engagement, Use Two-Way Messaging

Giving your customers a chance to talk to you, ask their queries, or encourage them to respond by offering help will build stronger relationships. So, to improve the customer experience, use two-way texting.

For example, eCommerce store owners can provide dedicated customer support by encouraging customers to reply with specific keywords like 'HELP.'

Do you need help with your order? Reply 'HELP', and our support team will contact you ASAP! We are here to help! Text 'STOP' to unsubscribe.

A travel agency can even ask for feedback to improve their service by sending this SMS:

Hey [customer name]! We hope you enjoyed your recent trip! Help us improve by sharing your feedback [Feedback Form Link]. Reply 'UNSUBSCRIBE' to opt-out. Thank You!.

4) Include Visualized Content With SMS Strategically

Visual content, such as videos, images, infographics, etc., offers higher ROI as it improves engagement and makes your SMS campaign look more effective and dynamic.

Source: Hubspot

We have the answer if you are wondering how to include multimedia in your SMS marketing strategy. Create clickable links to short videos, voice clips, and other content. It will make your text more engaging for the audience.

For example, a restaurant owner can send a short video/image of their new dish to encourage customers to visit their restaurant and dine in.

Craving something new? Try our latest dish, [Dish name], [Short-Video Link/Image Link], freshly launched at [Restaturant Name]! Visit us today. Reply 'STOP' to opt out.

Or a solar product manufacturer can create buzz by announcing new product releases with product image links like this:

Hey [Customer Name], Check out our brand-new solar products here: [Link].

Remember, every brand is different, so you must test whether linking visual content in your text offers positive results. If you are into a business that crafts visually aesthetic products or want to build hype for your product/service, you need an image/video to grab the attention. In the case of educational content, you don't need to include images.

5) Integrate With Other Marketing Channels

Multichannel communication provides you with increased engagement. So, if you want to create a unified experience, you can integrate your SMS marketing campaigns with social media, emails, or push notifications.

Let's understand it through example. If you are into real estate, you can send your customers a personalized SMS notifying them that you have sent an email that includes exclusive property listing like this:

Hi [Customer Name], find your dream home with us!
Check your email for exclusive property listings, or call us on [number] to schedule a tour.
Reply 'STOP' to unsubscribe.

6) Nurture Your Customers Through SMS Drip Campaigns & Social Proofs

SMS drip campaigns are automated text messages you can send your customers over time to engage with customers. For example, you can set up the sequence of messages for the post-purchase followups, abandoned carts, etc.

For example, you can send a welcome message to your new subscriber by offering a 15% discount on their first purchase on Day 1. If they don't purchase or abandon the cart, then on Day 3, you can send a second message by offering more discounts like this:

Day : 1

Welcome [customer name]! Get 15% off on your first purchase: [Link]. Text 'STOP' to unsubscribe.

Day : 2

Still in confusion? Check why 98% of customers love our products [Link] and enjoy a 20% discount ONLY today!

You can include social proofs like this to build trust and encourage purchases. Also, give limited-time offers by including keywords like ONLY to create urgency and inspire customers to buy your products/services.

7) Opt-Down Options Works Wonders

Many times, you will find that you are losing subscribers. The reason could be anything: your content is not valuable, you are sending too many or too few messages, you are sending messages at the wrong time, or you have not segmented your audience correctly, etc. All you can do in such a situation is give them the option if they want to reduce message frequency. For example, you can give your customers options like "WEEKLY", "BI-WEEKLY", or "LESS."

Want to get fewer texts? Revert ‘BI-WEEKLY’ to get updates only twice a month.

It will help you retain your customers while allowing you to find out where you are lacking. Based on it, you can adjust your SMS marketing strategy.

8) Use AI-Powered Solutions to Automate Messages

You can use AI-powered solutions to improve customer interactions and speed up the response time. You can set up automated replies for frequently asked questions, order tracking, support inquiries, etc. Therefore, you can ensure that your customers enjoy quicker and more consistent communication. Automated SMS marketing platform like Textdrip comes with features such as an AI text generator to craft compelling text messages.

For example, hotels can send an SMS like this:

Hey [customer name], We are here to help! Reply ‘BSTATUS’ for your booking status.

Sending this type of SMS keeps customers engaged and informed.

9) Word Of Mouth Can Double Your Reach

You can encourage social sharing via SMS to boost reach. Wondering how to do it? You can use CTAs that encourage customers to share it with their loved ones.

For example,

If you are into car dealerships, you can ask your satisfied patients to share their service experience with you.

Hey [customer name]! Loved how we made your car look like a new one? Share this [code] with a friend for 15% off.

While crafting such a message, you can even include emojis moderately for a friendly touch and keep it engaging. However, don’t overuse emojis.

For example,

🎉 Flash Sale Alert! 🎉 Up to 50% off on all items till midnight tomorrow. Don’t miss out!

Let Textdrip Do the Heavy Lifting & You Focus on Improving SMS Metrics!

In summary, businesses that use SMS marketing best practices discussed above can skyrocket their customer engagement and business ROI. All they need is the right automated SMS marketing platform that helps them with segmentation, crafting engaging text messages by adding the touch of personalization and actionable CTAs, SMS scheduling and automation, and much more!

Platforms like Textdrip handle all automation-related tasks so you can concentrate on creating a powerful SMS marketing campaign for your business. So, without thinking much, add SMS marketing to your marketing efforts and reach an audience that you have not yet tapped into. It will help you set you apart from your competitors.

Contact us today to book a demo or get a free trial and experience how SMS marketing can help you grow your business at low costs and with ease of use.

FAQ's

How can I track the effectiveness of my SMS marketing campaigns?

Many SMS marketing platforms like Textdrip provide an analytics section where you can monitor key metrics such as open rates, click-through rates (CTR), conversion rates, and opt-out rates. This data helps you refine your strategy and understand what resonates with your audience.

What should I do if my SMS engagement rates drop?

If you notice a drop in engagement, consider the following steps:

Ensure messages provide value and are not too frequent
Use surveys to understand what subscribers want
A/B testing can reveal what resonates better

How can I ensure my SMS messages are mobile-friendly?

Since SMS is inherently mobile, focus on simplicity and clarity. Use plain language, avoid complex links, and ensure any landing pages linked in your messages are optimized for mobile viewing.

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