Five Factors To Consider When Starting SMS Marketing For Your Business
Text message marketing (SMS) can be one of the most effective ways for today’s top nonprofit organizations to reach out to their customers and supporters. Studies show that subscribers who receive text messages from organizations they support open those messages 99% of the time, typically within three minutes of receiving. As an organization, however, you’ll need to consider and plan for many other factors that come into play with this communication channel. This document provides a short overview of some of these factors, and what you can expect when starting a SMS channel.
Here are five considerations on how organizations can be the most effective when starting a SMS channel:
Integration Into Your Tech Stack & Existing Databases
To begin, your organization will want to explore and select a text message marketing software provider. Research and selection of your provider is very important, as the technology they’ll provide will drive your SMS campaigns.
You’ll want to ensure the selected provider offers security, enterprise options for large lists, speed, A2P vs. P2P options, time zone considerations, customer service/support and the ability to interface or integrate with existing databases. The provider should be your organization’s guiding light in all aspects of your SMS endeavor.
Permission-Based Compliance
Your contacts, leads, customers, employees, etc. must give consent to allow you to send them messages. They must also be able to opt-out of receiving messages at any time. It's important to note that an opt-in for your email list does NOT constitute an opt-in for your SMS list.
Getting permission is required by law and is detailed in the Telephone Consumer Protection Act (TCPA). It’s likely that securing legal counsel would be beneficial to ensure all pertinent marketing employees are up to speed on what is and isn’t allowed.
SMS Donations
There are a variety of text-to-give/text-to-donate/text-to-pledge platforms that allow businesses and nonprofits to collect donations via pledge, mobile webform or directly through their mobile bill.
If incorporated into the organization’s SMS strategy, donation options should be discussed upfront with any potential SMS providers.
SMS Marketing
SMS is typically not an independent marketing channel. Rather, it works best when used in conjunction with other channels, including your website, email and social media. With only 160 characters, it's important that the user has an opportunity to click to learn more via additional channels aligned with SMS to support one another.
In addition, successful SMS campaigns are well planned, long-term strategic initiatives based upon a distinct set of predetermined goals. It is essential to have a strategic plan from the beginning that clearly defines your goals. Whether your intent is to send promotions/coupons, build loyalty with brand advocates, manage sweepstakes/contests/giveaways, drive revenue or a combination of any of these, it’s important to understand the business and marketing goals for this channel.
You will also want to have a thorough understanding of the customer journey to ensure the messages are relevant, not intrusive and provide value to the recipient.
SMS Customer Service
Two-way messages are inevitable, meaning it's important to develop a full understanding of outbound and inbound messaging. Even if you try to manage expectations or write ‘DO NOT RESPOND,’ there will likely still be inbound messages. Systems and protocols will need to be put in place to respond to (and route) inbound messages appropriately.
Likewise, customers are more likely to stay subscribed to SMS messages when they see real value in the messages you send. So, if you’re planning to incorporate text messaging into your marketing plan, it’s a good idea to also include SMS customer service.
With the proper operational structure and training, real value can be provided with two-way messaging options such as:
- General customer service questions (hours, services, prices, directions, etc.)
- Shipping, delivery and tracking updates for online orders
- Important/relevant notifications and alerts
- Generating feedback and opinions
Other Things To Consider
- If your customers are subscribed to your email newsletter and already follow you on social media, why should they opt in to your SMS updates as well?
- Long Code (Landline) vs. Short Code
- Staff training (marketing, customer service and other staff members)
- On-site signage implications
- Define a rollout plan (start with employees, then e-comm customers, etc.)
- Editorial calendars that take into account the various stakeholders such as employees, volunteers, members, general public, etc.
- Internal capacity to design, deliver and maintain the channel, including technological, content and administrative components
- Defining a content creation ‘process’ allowing for flexibility when timelines are ‘squeezed’ due to the need to share information in an emergency
Timelines
Look at the scope of your current or upcoming projects, and explore the following possibilities:
- Work with existing software providers to expand their scope and include SMS. Many email providers, database providers and other software companies have SMS built into their systems. The capabilities of these providers could be reviewed in order to consider them as a potential SMS provider. They may or may not have the breadth of features you desire, but would likely be able to set up a system fairly quickly.
- Submit an RFP and review potential software partners based on their submitted proposals. These providers would likely be able to provide a solution more catered to your needs/requests.
In closing, there could be tremendous value in opening an SMS channel for your organization. In order to position it for success, a large amount of upfront assessing, planning and training must take place. Preparation and time allowed for ongoing maintenance and support is also an essential component of development.
If you have any questions or would like Advertising Savants to help in this endeavor in any way, please feel free to reach out at any time. We are more than happy to continue the conversation and assist with your SMS research and development moving forward.
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