Step One - The basics
To be able to send your first bulk messaging campaign you'll need to gather some customer data. The best place
to start is by finding any customer data you already have access to. This could be stored in your CRM, a
spreadsheet or wherever you file customer information.
From now on it's also a good idea to collect mobile numbers from your new customers (with their consent) so
you can continue building your database. It can be a bit nerve wracking asking new customers for their mobile
number, but you'll find that if you can link it to something that will benefit them they'll be much more willing to
give it to you.
Step Two - Strategy
Continuing on from the last point, a successful SMS marketing strategy should aim to give value to your
customers in some way. Let's break this down:
1. Think about who your customers are. What traits do they share?
2. Now ask what would benefit this group of people? Try thinking how you can reward customers
for giving you their mobile number.
For example, let's take a look at Sophie, the owner of a designer clothing store. Sophie is just getting started
with SMS marketing and isn't sure how to collect mobile numbers from her customers without them feeling like
she's to going spam them with a load of rubbish.
Let's look at who Sophie's customers are. The majority are very interested in fashion and are concerned about
being 'on trend'. They don't like to miss out or having to wait for Sophie to re-order stock when it runs out.
Based on this, Sophie is going to ask for customer mobile numbers in exchange for sending them text alerts
when new stock arrives. Customers are now happy to give Sophie the information she needs because they get to
be the first to know about the latest trends coming in store.
Sophie will experience a boost in sales because customers know about her new stock and she could even ask
customers to reply to her text if they want an item so she knows how much stock to order.
Step Three - Promotion
You can't just rely on your current data because this won't attract new customers to your business. By promoting
your SMS campaign you can increase opt-in rates and spread your marketing message even further.
Try promoting your campaign by:
1. Asking customers to opt-in on your website. If you have a website where you collect customer details, add
a tick box to the bottom of your form saying something like: "I agree that my information can be used to
send me SMS offers and updates."
2. Add a keyword to printed materials (leaflets, posters, postcards), your website and social media pages
that customers can text to automatically opt-in to your SMS campaign in exchange for a reward. For
example, Sophie might send postcards to homes in the local area that say: "Text FASHION followed by your
name to 882249 to receive exclusive discounts."
Step Four - Sign up
Now you have some customer data it's time to sign up for an SMS marketing account. You can do this very easily
(in less than 5 minutes) by clicking here. Once you've signed up you'll need to input your customer data. This is
fairly straight forward but if you need any help you can contact our friendly team on +44 (0) 3333 111 020 or
Step Five - Write your first text
Writing your first message can be a little intimidating. What should you say? If you want your text to grab
attention, focus on being concise and get to the point quickly. That's the beauty of a text message, they're not
very long so it won't take your customers much time to read it.
Finish by clearly telling your customers what they need to do using a call to action at the end of your message.
A good call to action could be a link to sign up for your service, asking customers to opt-in by replying to your
message or to use their text as a voucher.
Step Six - Be consistent
There's no point sending one message and expecting loads of customers. Marketing works by being in front of
your customers consistently. We're not saying to text your customers every day but think about their patterns
and when they'd expect to hear from you.
For example, Fred who owns a pizza takeaway might schedule a text every Friday afternoon to get people
thinking about having pizza for dinner later that evening.