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Learn how to succeed in your text messaging campaigns

With the increasingly modern and feature-rich smartphone releases, many people believed that text messaging would fall out of favor. But that’s not quite what happened. Text messaging campaigns are still great strategies for attracting customers, improving their experience, increasing conversion rates and building loyalty.

Text messaging is a universal, practical means of communication with a high open rate. And it is wrong to think that this tool is exclusive to multinational corporations. Companies of any size can use the tool to connect with customers and increase conversions.

Want to understand how to succeed in your text messaging campaigns? In this article, you will see the importance of this strategy and learn how to put it into practice. 

Do text messaging campaigns work?

Yes! While there are several other options for consumers to communicate with businesses, text messaging offers a much wider range. That’s because you don’t have to have a high-end device, install any application, or rely on Internet access to receive and send messages. This practicality makes text messaging a universal channel of strategic value for companies.

Through it, you can run several types of campaigns:

  • Text Message Marketing: promotions, discount coupons, cart recovery, event invitations etc.;
  • Corporate Text Messaging: purchase confirmations, service protocols, billing, satisfaction surveys, appointment reminders, and more.

5 Tips for a Successful Text Messaging Campaign

This strategy seems easy, doesn’t it? After all, it’s about sending text messages to customers. But it’s not as simple as it sounds! To succeed with text messaging campaigns, you need to think about every detail:

  • Message Content: Objective communications that are engaging and add value to the customer;
  • Trigger Time: Sending needs to be done at the most timely moment for the consumer;
  • Frequency: It is necessary to define the frequency of the messages that are meant to keep the brand alive in the consumer’s mind; it should not be so often that they become frustrated;
  • Targeting: Consumers should receive messages tailored to their interests and needs.

To be able to do all this, you need to invest in research. This is when you will thoroughly study your client’s habits and, thus, create content with conversion potential. Here are five tips on how to do text message marketing and corporate texts.

1. Plan the campaign

As you have seen, you can create multi-purpose text campaigns. Each purpose requires a different set of actions. Therefore, the first step is to plan. This step is crucial to achieving the desired results.

It’s important to use consumer data to personalize the message as much as possible. In sales campaigns—such as promotions and cart recovery—it is important that the planning includes segmentation of the audience, matching offer and communication to each profile. This way, consumers will realize that the content is tailored to them, greatly increasing the likelihood of campaign success.

2. Know Your Audience

Understanding the customer very well is key. Indeed, without this knowledge it would be impossible to develop segmented campaigns. Thoroughly investigate your audience and go beyond basic data such as name, age, education, and location.

It is also important to understand what are the hobbies, preferences, consumption habits, pains and difficulties of each consumer. Investing in customer intelligence tools is essential in this process.

3. Maintain a database with updated phone numbers

The reasoning is pretty obvious—to be able to send messages to the consumer, you need their contact information, right?

In the case of pre-existing customers, it is very likely that the telephone number is already in your records. In the case of prospects, it will be necessary to use resources, such as landing pages, to collect this information.

It is worth noting that you should never buy contact lists. Aside from being a waste of money, these listings have a lot of consumers that don’t fit your company’s target demographic and you lose credibility with customers by sending intrusive communications. 

4. Choose your shipping software carefully

Ideally, you have a complete multi-channel campaign management tool, where texting is one of the options. Generally, these platforms have a slightly higher cost than basic solutions.

Do a reputation survey and choose a reliable tool that delivers results. A good solution needs to offer features for performance measurement, time testing, content management, and channel feedback.

5. Track the results

In order to know if your strategy is working, it is essential to monitor whether the messages you send are actually being delivered, whether customers open texts, interact with the content and complete the call-to-action. Monitoring results is a way of assessing the effectiveness of campaigns.

This way you can spot failures, make timely corrections, and identify what actions ensure the best return for your business. Therefore, check everything closely.

The Smart Age way of thinking about text messaging campaigns

We have a clear purpose: to improve the relationship between customers and companies. This is why we think of texting as yet another channel of complete end-to-end communication that reduces friction.

Text messaging campaigns are great resources for attracting more customers, converting and building loyalty. But to succeed with strategy, you need planning. By setting clear purposes and studying the behavior of your audience, it is easier to create relevant, engaging, and converting content.

By Felipe Arruda – Marketing Strategist

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