SMS marketing is an effective and convenient way for businesses to communicate with their customers. Not only does SMS marketing result in higher open rates, but higher, click-through and response rates, too. It offers an immediate and direct channel to reach out to your customers that isn’t likely to be ignored.
Here are some best practices to keep in mind for the most successful SMS marketing campaigns.
Get permission first
For any business using SMS marketing, it’s essential that you have obtained permission from your customers before you contact them. While it might sound obvious, if you don’t have the explicit consent of your contact list, you could be in breach of the law and subject to legal action including fines. You’d also likely be doing more harm than good to your own brand if customers associate you with spammy marketing tactics, which is definitely a bad idea given that you’re asking them to leave you feedback!
Offer an option to opt out
Much like getting opt-in permissions before you contact people, you must offer an option to opt out of future messages in every SMS you send - it’s a legal requirement. Hence, at BrightLocal text messages sent from Get Reviews campaigns will include instructions on how to opt out, and if any of your recipients choose to opt out we will automatically prevent any further SMSes being sent to those numbers. All generic opt-out replies will be accepted by the numbers we use to distribute campaigns, e.g. STOP, CANCEL, UNSUBSCRIBE etc.
Send campaigns during social hours
As SMS messages are intended to be delivered, read and responded to immediately, it’s important to respect time zones and consider which hours are anti-social when sending your campaign. Your customers probably won’t be thrilled with an alert at 3am and you’re unlikely to receive a positive review response from this interaction.
A good rule of thumb is to send SMSes between 9am and 9pm in the correct time zone for your recipients.
As BrightLocal supports locations across multiple time zones, we do not supply a recommended window for sending SMS campaigns.
When you send a campaign from Reputation Manager, please ensure that your messages will reach their recipients within social hours at their respective locations.
Personalize the message
When running an SMS campaign, it’s a good idea to personalize the message. Include your Business Name early on in the message so that recipients recognize your brand and can clearly understand who is contacting them.
Customers are more responsive to personalized communications, so addressing messages to customers by name is also a nice touch. When sending to multiple contacts, you can use placeholders in a Get Reviews SMS campaign to include both Business Name and customer name in your text message automatically.
Don't send too many SMSes
Just because you can, doesn’t mean you should! Customers are already being bombarded with marketing messages by SMS, email, and social media campaigns on a daily basis. Sending frequent and repeat requests to your customers is a big no-no; it’s invasive and annoying. On the other hand, timing your message carefully and reaching out to your customers following a recent interaction they’ve had with your service will likely improve response rate.