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Text messages are a natural mode of communication for Generation Y, teens, tweens and nearly everyone that was raised during the "you've got mail" era. But it's not only young people who have latched onto the texting craze. Baby Boomers are also discovering the advantages of communicating to family, friends and associates through their cell phones or other mobile devices.
When it comes to business endeavors, it seems as though text marketing may be a viable way to sell your products or services. What mode of communication is faster, simpler and more direct than text messaging? However, keep in mind as with any 'good' marketing idea -- that it must make sense for your customer.
Short Message Service (SMS) marketing is a great way to alert people of any time-sensitive information, such as an exclusive offer or promotion. Texts are also shareable, so recipients can pass along content to their network, extending the marketer's message. It is also possible to track messages and determine if they were opened, shared or deleted, enabling businesses to gauge the effectiveness of their text messaging campaign.
Conversely, text marketing isn't without its limitations. Not everyone prefers text communication and if you're not delivering content the way your customers want it, you're missing an opportunity to add value to the relationship. Plus, SMS messages are limited to a few characters of plain text versus other marketing mediums that boast interactive technologies including videos, graphics, pictures and more.
If you decide text marketing is right for your business, consider the following:
Get permission - Make sure the subscribers on your consumer lists have opted in to receive text messages from your company. Not only is it best practice, but asking the subscribers on your consumer mailing lists to opt-in lets you know they have an active interest in your business, products or services.
Make it easy to opt-out - In addition to getting subscribers on your consumer lists to opt-in, be sure to clearly describe how they can opt out should they no longer wish to receive text communications.
Don't become a nuisance- Control the frequency of messages to your consumer lists either by asking subscribers how often they wish to be contacted or by delivering messages that convey real value.
Be flexible - Use the full spectrum of business intelligence to drive campaign activity. Last January, east coasters would have appreciated a message that alerted them to a local store with a surplus of snow blowers. Keep in mind what's in it for the customers on your consumer lists.
Text marketing can build customer loyalty, influence purchasing behavior and speed communication. However, it should be part of a multifaceted marketing strategy that includes a range of communication options, including email marketing campaigns to your consumer email lists and mailings to your consumer mailing lists, to ensure customers get information the way they want to receive it.
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