When you set up your SMS marketing campaign try using a descriptive keyword when setting up your account.
If you are a tanning salon, for example use something like the keyword TANS so you can say something like Text TANS to 33733 now! Something they will remember and will help them know who you are and what this text message is about next time they get a message from you.
RedBox and Sonic use their names. Just remember you want the receiver to know, like and trust you to do business with you. So make your texts easy to identify.
Once you have set up your short code account and are ready to get things rolling, be sure and advertise your SMS campaign on your website’s home page with a banner ad and on any social media channels you have a presence on. If you are a brick and mortar store or chain, announce your campaign there as well.
Restaurants can put placard on their tables. Sonic has this information plastered everywhere, and it pays off. Folks who like your services or products will respond if they know about it. So, don’t be shy. Let them know, okay? High traffic, visible places.
You’ll want to track your results, too. How many opt-ins did you get, for example. How many responses to your offer? One way to keep up with this is to instruct customers to SHOW the text message offer in order to redeem. This way you can keep up with your stats. Don’t forget to include the total sales from your responders, not just the offer.
In other words, let’s say you are a burger joint. You send out a text message offering free fries with any order. A responder orders a burger, and a coke as well as his free fries and he has a date who also orders a burger and a coke. All of that should be included in your stats. The free fries is to get them in the door to spend their money. How much did they spend?
It’s important to note that you are not just making the money on the sales, increasing engagement, engendering loyalty and other metrics that absolutely do matter, but you are also building a list. A list you can contact at a moment’s notice about an event or sale and KNOW they will see it and have the opportunity to respond. That’s super powerful.
One company I know of built a database of 4,750 customers during their first month of launching their SMS marketing campaign.
Over 50 percent of those people redeemed their text message offer of $20 off a tan. This in and of itself generated nearly $200,000 in new revenue, also in their first month.
And, another boon, those that got the offer, on average spent 500% more than customers that were not receiving the text message offers.
Are you starting to see how this earns loyalty and trust? This is way bigger than the initial sales or the upsells brought about by the text message campaign. It goes directly to the bottom line in increasing the lifetime value of the customer. AND, as yet another boon, they tell their friends. This is what we want to happen with all our advertising efforts. Mobile is just better at doing it. What are you waiting for?