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Are You Doing Enough with Text Message Marketing?

Andrew Rusnak

October 20, 2015

Although text messages have been regularly used for personal communication for more than a decade, many small business owners are just now realizing the benefits of texting for marketing purposes.

As virtually everyone has a text-enabled phone these days, text messages are a fast, effective, and efficient solution to instantly reaching customers and leads with updates regarding various products and services.

Many small businesses also use text marketing to provide surveys that offer feedback relating to user and customer experience.

First, the Don'ts of Text Marketing

Before examining the details of the "do's" of text marketing, it's important to take a look at the "don'ts".

First, don't overuse text marketing.

Although, as mentioned, most people have text-enabled phones, some are still on plans that charge per text message received or sent. Sending out unwanted or excessive text messages can end up costing customers and leads, meaning you'll do more harm than good.

Secondly, you'll likely want to only send text marketing messages to customers who have signed up for them. Randomly soliciting phone numbers is not only an annoyance, but it also may be against the law.

Finally, always include an unsubscribe option, even if the number to which you're texting has signed up to receive updates.

Now, the Do's of Text Marketing

When sending out texts, make sure they are relevant and valuable to the customer or lead. Frivolous texts tend to turn people away.

Also, as is discussed in the article, "5 Reasons Your Customers Appreciate Text Message Marketing," get interactive with your text marketing.

Allow recipients to reply to your texts and answer them accordingly.

Many businesses that use text marketing send out messages via no-reply services, but if a customer has a question or concern that may be the difference between a sale and no sale, shouldn't someone from your team be available to respond?

Emphasize the Helpfulness of Your Team in Text Marketing

Lastly, remember to emphasize how helpful your team is in your text marketing campaigns.

Include calls-to-action with each message, and include a link to a mobile-optimized landing page with each message.

You should also make it clear that customers or leads can reach your business in other ways by including a phone number and possibly names of specific representatives who can help.

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