When you hear the phrase "bulk text" you'd be forgiven for thinking it's an impersonal, spammy kind of
marketing. Anything that refers to itself as "bulk" isn't going to win any customer service awards any time
Or is it?
There's a huge misconception when it comes to text message marketing. Everyone is very quick to think of
bad experiences they've had with it, but forget about all those marketing texts that tell them when a parcel
will be delivered, or offering a discount at a favorite restaurant just in time for date night.
1. Don't do the hard sell
Our brains switch off when someone is telling us what to do and we don't have any reason to trust what they say yet. Even if
you're using bulk text to sell something, take a softer, personalised approach and you'll have a much higher response rate.
2. Provide helpful information
Everyone loves things that make their life easier. Think about the points of
contact you have with your customers and how you can use text message
marketing to give them the best experience possible. One of the obvious ones
is to tell your customers when something will be delivered or that their order
has been dispatched.
How great would it be if the local pizza place sent you a text when the driver
was on his way? Or telling your fans when to buy tickets so they don't miss
out (music, sport, event companies we're looking at you).
3. Give Discounts
Who doesn't love a discount? This is a great way to grab new customers but also reward your loyal ones. Marketing texts work so
well because they are opened quickly but can be forgotten about just as fast. To avoid this, try to be a bit tactical and send your discount
offer when it will have the most impact.
For example, a golf shop should send a discount text on a Friday afternoon when most golfers are thinking about how to beat their
mates that weekend.
4. Time sensitive messages
If your business schedules a lot of appointments, SMS marketing can help keep your
customers happy. By sending out reminders your customers are more likely to show up.
Plus you'll be giving them the details again so they won't have to search for the bit of
card it was originally written on (you know the ones dentists and hairdressers give you).
This prevents missed appointments and gives you the chance to schedule new ones if
people drop out. It's also a great way to encourage repeat customers because you know
when they last made an appointment.
For example, a car garage could send text reminders to everyone that's due an MOT.
Or a hair salon could tell you it's been six weeks since your last cut and ask if you want to arrange another one.
5. Get feedback
One of the best ways to improve your business is to talk to your customers. More often than not they'll tell you something you hadn't even thought of. You can get customers to give
you feedback by creating a short questionnaire that's sent right after they've had contact with your business.
Don't over complicate things otherwise no one will respond. Only ask two or three questions at most. A lot of the mobile giants use bulk text for customer satisfaction surveys
because they get one of the highest response rates, they say things like: