You can easily keep in touch with users who are familiar with your brand and products through SMS and email marketing campaigns. Mobile marketing is effective, most people spend many hours on their phones, you can make the right offers to the right prospects at the right time.
Since the texting app is standard on all mobile phones, it is familiar to all and is heavily used. Your customers can still receive messages even when they are out of WiFi range making it reliable and convenient. SMS marketing can be incorporated into every stage of the buyers’ journey.
Types of SMS Messages
- Welcome Messages
- Promotional Texts
- Text to Win
- Automation Series
- 1-2 per week
SMS messages are charged per 160 characters and can be succinctly crafted to grab attention and avoid the cost of sending a second message.
Including your brand upfront will prevent your message from being confused as spam and including your customers’ name upfront will increase open rates, click-through rates and conversions.
Highlighting words in capital letters helps draw attention to important keywords.
Calls to action are necessary to guide users to take action.
Email marketing can be used through all stages of the buyers’ journey. Strategies can be used to educate, engage, encourage and convert prospects. It is also a great platform to promote and upsell goods and services to existing customers.
Types of Marketing Emails
- Welcome Messages
- Automation Series
- 1-2 weeks
- Minimum every 3 weeks
Effective Email Layouts
For email, a logical layout flow using the inverted pyramid technique that is made up of three layers can guide users to take action.
Inverted Pyramid Layout
THE FIRST LAYER consists of an attention-grabbing headline that delivers a value proposition.
THE SECOND LAYER provides details and information that builds anticipation and encourages the user to take action.
THE FINAL LAYER provides an opportunity for users to take action.
SMS and Email Best Practices
Developing campaigns using best practices for email and SMS messages can dramatically increase engagement and sales.
Always Ask for Permission
Texting customers without their permission is an invasion of privacy, and it’s against the law. Businesses are legally obliged to obtain opt-in consent from the recipient before sending text messages and to provide an opt-out in every message sent.
Using personalisation in the subject line is an effective way of drawing customers’ attention. Studies have found that personalisation can increase email open rates by 20% and SMS open rates by 42% as customers are more likely to pay attention when they see their name. Name personalization also reduces unsubscribe rates and increase sales.
Introducing your brand name at the beginning of your message will avoid the message from being confused with spam.
Identify Optimal Delivery Times
Sending messages at the right time ensures customers open and read them. Sending messages at convenient times will also create a positive customer experience. Monitoring your metrics, such as open rates, open times and click-through rates will provide insights into the best sending times for your audience.
Behavioural trigger-based emails are real-time interactions with your customers based on some action they perform. While they are sent automatically, they can be highly personalized based on a persons’ behaviour. Behaviour trigger emails have a 152% higher open rate compared to traditional emails.
The human brain has so many decisions to process with mechanisms in place to process them as quickly as possible. Psychological triggers that influence our behaviour and thought patterns can be used to drive desired actions.
Limited Time Offers
Limited time offers are effective in driving online sales. These offers compel prospects to make decisions with a sense of urgency.
Clarify the Value
Offers need to be immediately recognisable and understood to inspire recipients to respond to your advert. Clear calls to action are necessary to show the person what actions to take and how to respond.