Text message marketing, a.k.a. SMS marketing, can be an incredibly effective way to get in front of your audience. Some studies show that 75 percent of consumers want to receive texts with special offers, and 64 percent think businesses should contact them via text more often. However, more than half of marketers (61 percent) still aren’t using SMS marketing. If your company falls into this category, it’s worth exploring this kind of marketing.

However, Brendan Hufford, founder of Growth Sprints, says that text message marketing requires a thoughtful approach. That’s because it’s much more personal than email or physical mail. Want to learn some best practices for connecting with buyers through texts? Read on. We share Hufford’s guidance in this issue of Promotional Consultant Today.

Know your purpose for texting. You should always have a reason for texting prospective buyers. Just because you have someone’s number, doesn’t mean you should use it, says Hufford. If you view SMS marketing as just another channel to use, you may end up annoying potential buyers and getting blocked. According to Hufford, text message marketing is great for time-sensitive messages. If it’s not something urgent, don’t interrupt your prospects on their phones. Use another channel, like email, to communicate your point.

Ask your audience to opt in. Maybe your clients want to know about special offers or new product launches. You could send a text with something like, “Send a text to 81406 to get a first look at our new 2022 collection.” These kinds of texts can provide value to buyers because you’re sending them information they want. Once you have their opt-in, only send them messages they signed up to receive. Never deviate from the messaging they opted into, says Hufford.

Keep your texts short but personal. While you should respect the 160-character limit of text messages, Hufford says you will get better results by tailoring messages as much as possible. If you can’t personalize in any meaningful way, at least use their name, he adds.

Give your audience a way to opt out. Another best practice for SMS marketing is to provide subscribers a way out. It’s also a law, notes Hufford. You must provide opt-out instructions whenever you invite people to join your text program. You can simply text, “Text STOP to opt out.” You must also include opt-out messaging when someone opts into your campaign and receives the first confirmation text. Hufford says it’s not required, but you may also want to include opt-out instructions occasionally so you can keep your list clean and your subscribers happy.

Remember time zones. Stay mindful of when you send your texts. The people on the other end of the phone don’t want to hear their phone ding in the middle of the night.

Keep it friendly. Text messages should always take a conversational tone, says Hufford. Avoid being overly sales-y with your wording. Recipients know who’s sending the texts, but they don’t want to be bombarded with promotional language.

Text message marketing doesn’t cost anything and can help you reach prospective buyers in new ways. Just be sure to have a reason for texting and remember that your messages should be short and relevant. When you keep the above tips in mind, you can connect with your current clients and attract new ones.

Compiled by Audrey Sellers

Source: Brendan Hufford is the founder of Growth Sprints.