Unlike most other holidays, Mother's Day is celebrated on different dates for many countries across the world. In the UK, the date is always celebrated on the fourth Sunday of Lent. The date this year will be Sunday, March 22nd. Since the date regularly changes, Mother's Day is a celebration that can often creep up on us and then we find ourselves frantically rushing around for last-minute gifts. One way in which businesses can capitalise on this is by using text message marketing to engage with customers and potentially increase sales.
It's worth noting that Mother's Day can be a sensitive time for some customers. As a result, they may not wish to receive any marketing-related content in the build-up to the event. You may, therefore, want to send an initial text message to your subscribers informing them that you will be sending Mother's Day related texts in the upcoming weeks. Anyone who opts-out will then be removed from your list and will not see these messages. If you would like to give your customers the option of opting out of Mother's Day texts only, then please get in touch with us first.
There are many different text campaigns that you can send to your customers over the next few weeks. Here are some of our favourites:
The easiest way in which you can engage with customers during the run-up to Mother's Day is by simply sending them a text reminder stating that the day is approaching. The advantage of this is that it shows great customer service and emphasises to your customers that you are thinking about them. Additionally, it can also lead to conversions, particularly if the text reminder is sent to male customers. Recent studies show that men are more likely to make Mother's Day purchases on impulse, meaning your text reminder could trigger the recipient to purchase from your website. Be sure to add a call-to-action, such as a link to your website or an attachment which includes Mother's Day gifts.
It is also worth mentioning that more female shoppers purchase gifts on Mother's Day than men do. Approximately 67% of women will purchase gifts, compared with 57% of men. These findings, therefore, show that your SMS campaigns should target customers of all demographics. However, that does not mean that you must send one generic text campaign to your customers. If you have products that you think females are more likely to purchase then you can send a text to your female customers only, whilst sending a separate text campaign for products that you believe that men are more likely to purchase.
Last year, UK consumers spent approximately £1.6 billion on Mother's Day gifts. Given recent trends, it is likely that the spend in 2020 will be even greater. One way in which you can use text marketing to gain a share of consumer sales is by showcasing any Mother's Day related products that you deem suitable for the occasion. Sending your customers a text message that includes Mother's Day related products rather than just providing them with a link to your website homepage can prove very successful. You could also create a PDF document that showcases your top products and then add the file to your text campaign as a document.
Another way in which you can utilise text message marketing is by informing your customers of any sales or promotional discounts that you have for Mother's Day. You can do this by providing customers with a discount code or by directing them to the sales page of your website. The advantage of text marketing is that it ensures that your customers are made aware of your offers without having to visit your website or shop. Furthermore, text campaigns typically get better results. The CodeBroker 2018 Mobile Coupon Survey found that SMS marketing leads to a greater number of purchases along with increased customer urgency. The report suggests that 25% of people redeem mobile coupons within three days and 60% of people redeem them within a week.
A great way to encourage customers to purchase your products is by focusing on delivery. One way in which you can do this is by texting customers to inform them that they will receive free delivery if they order before a certain time. This often leads to an increase in sales, with recent findings showing that 88% of consumers are more likely to shop at a site online if promised free delivery. Therefore, meaning the increase in sales that you gain will likely outweigh the lost revenue from providing free delivery.
Continuing with the subject of delivery, you can also use text marketing to inform your customers that they must purchase before a specific time to receive their Mother's Day gifts on time. Customers who are yet to purchase a gift are likely to receive your message and then gain a sense of urgency that they need to purchase something quickly. With delivery time influencing 87% of online shoppers purchasing decisions, this is certainly a great opportunity for you to capitalise on.
Finally, text message marketing isn't all just about sales. Depending on your company goals, you could just use Mother's Day as an opportunity to send a light message to wish mums a great day. This is a great way to build positive customer relations and can go a long way in increasing company reputation. However, as mentioned previously, it is important to remember that the Mother's Day celebration period can be a difficult time for some customers, so the wording of your campaign should be approached delicately.
Once you have sent out your Mother's Day text campaigns, you can then monitor the results with our reporting tools. The findings that you discover can then be used to ensure that your future campaigns for events like Easter and Father's Day are the best that they can be.
Hi, I'm Andrew, UK Sales Manager at Reach Interactive. I have a background in sales and I love building relationships with my customers and helping them to grow through the use of digital technology.
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