If SMS (short message service) isn’t a part of your overall marketing strategy, it really should be. SMS is a text messaging service and typically has over a 90% open rate, making it a super effective marketing strategy when done correctly. Emphasis on “done correctly.” In this blog post, we’re going to talk about what you need to include in a great SMS text to make it worth your — and your customer’s! — while.
Anatomy of an SMS
We’re going to start with a verbal example of what not to do. One of our team members signed up to receive SMS from one of her favorite plant companies, but is consistently frustrated with what she receives. The product is amazing, but the text messages are so vague that she never clicks on the link — and this is a huge missed opportunity for that company.
By contrast, one of the most effective examples of SMS in our industry is Farmgirl Flowers. They are not a client of The Garden of Words and, while we obviously create extremely effective SMS for our clientele, we also love to call out our colleagues when their work is spectacular.
There are 3 things that we think every effective SMS should have (and which Farmgirl Flowers does so well):
- Identify who you are. Before opening up the text, it should be immediately evident who the sender is. Your business should be clearly visible so the reader can see what company is messaging them before even opening the text. Farmgirl Flowers does this every time, as do these companies:
Note: Not all SMS programs will let you include a contact card with your business name on it, and if the program you’re using does not automatically add your company name to the front of the text, you can (and should) add it manually.
2. State the offer. Be clear in what the promo or offer is (30% off Vase, Vase Baby Short, and Tall Arrangements) and how the reader can get it (use code TEXTFRIENDS at checkout). Don’t make them guess. This is your opportunity to lure them in quickly.
3. Provide a CTA. No link? No business. Literally nobody will look up your website on their own to find out how to get that 30% off. I mean, maybe somebody might, but we can all agree that’s not a good risk to take, correct? Use a CTA (call to action) like “Shop Now,” “Buy it here,” or “Shop the Sale.”
These three pieces of information are vital when creating SMS campaigns — if you can’t do them, it’s almost better to cease this part of your marketing strategy until you can. Otherwise, you run the risk of your audience feeling frustrated, disappointed, and viewing you and your company/business as unprofessional. You’ve worked so hard to get where you are, and your products and services are amazing, so please do not sell yourself short here.
And if this kind of thing just gives you a headache or makes you feel overwhelmed, you can give us a holler to schedule a free 15-minute call with Katie. She’d love to hear from you!
