Text Message Marketing: You're Doing it Wrong

Every day, almost 5 billion text messages are sent and received. For the most part, these messages are sent free of cost, so imagine the cost effectiveness of this platform, compared to traditional mail or even print advertising. Unlike more traditional forms of advertising, an estimated 90 percent of all text messages are read, according to the New York Times. This means you have a better chance of hitting your mark and engaging your audience and at a fraction of the cost of other forms of advertising, even if you outsource it. Although advertisers have the best intentions when sending off text messages, many of them are making mistakes that can eat into a profit margin quickly.

1. Don't even think about spamming. Sure, you can throw text messages to every phone number or email address in an enormous database, but you'll also be placed on ignore quickly. Doing business and advertising should be done with intention, and with a predetermined notion of who you want to reach and why. Spam is already illegal in the world of email, why wold text messaging be any different. If you're considering the numbers and you've been tempted to spam a campaign and take the percentage of positive results as evidence of it's effectiveness, keep in mind that you've also lost several more customers than you've gained.

2. If you're going to outsource text messaging, get a company that knows what it's doing. A 160 character text message is often the first impression your product or service makes on a customer or potential customer. Thousand of firms are available that claim to be the best in handling your text messaging needs, but so they all share the same level of skills in using this form of marketing effectively? A firm that does should have a high level of transparency in terms of their approach and what they can and cannot offer your company. Effective text messaging outsourcing firms recognize what constitutes spam and also what information they can (legally) collect from users who respond to their text messages. This collection of information is invaluable for making fundamental changes to a campaign that is faltering.

3. Use text marketing along with other forms of marketing for maximum reach. As stated earlier, text messaging is your initial impression for customers and potential customers. Once you've gotten the click through, you can't drop the ball and you must continue to engage the user with compelling information or something of perceived value. Maintaining customer loyalty and interest is more important than attaining it, and more difficult. You have their attention, now what? That's where a marketing strategy comes in and helps you formulate both your text messaging approach and the goals of a campaign. Leverage the willingness of a user to follow your text message and make sure it provides them with a clear end point like an offer, your website or a discount code.

4. Don't barrage users with messages. Individuals who are novices at text messaging often play the odds and believe that more is better. As a result, they send five or more text messages a month, none of which really provide value and four of which are ignored because the user got turned off by the first attempt. Think of a text message as a phone call. If you were to call someone consistently and too frequently, they would quickly find reasons not to answer the phone. In the same manner, there's a fine line between friendly messages and those that become a nuisance. Keep your messages under five a month and make sure the ones you do send have a clear call to action and provide something of genuine or perceived value.