| I wrote this after speaking with a client who asked if | | | | ensuring that the offer has an expiration date ranging |
| I could briefly outline a few "rules" that would help | | | | from one day to one week. (Note: Our direct |
| ensure that their text messaging program was a | | | | message above is specifically not immediately |
| successful and effective marketing medium for their | | | | actionable because I'm usually sitting right in front of |
| business. | | | | the person demonstrating the ease of the system.) |
| 1. Give something different and unique that your | | | | 4. Be timely and personal. Like any other form of |
| customers can't get from any of your other | | | | marketing, appropriately timing your text message is |
| marketing platforms. This keeps your message | | | | of the essence. You don't send out a text for a |
| content unique and compelling. It's important to note | | | | lunch special at 9AM when your customers are |
| here that "giving" doesn't necessarily mean a | | | | focused on work, kids, school or some other activity. |
| discount, it could also be an exclusive offer to | | | | "Personalized" messages are based on the |
| preview new unreleased products or services not yet | | | | demographic of your opt-in customer base, and your |
| available to the general public, exclusive entrance to a | | | | business should be partnered with a service provider |
| non-public event, or invitations to a VIP only exclusive | | | | that allows you to segment or group your base |
| offer. | | | | appropriately. Whether your customers are in another |
| 2. Avoid requiring that your customers go to another | | | | city (location specific) or are of substantially different |
| medium (like your website) to redeem coupons or to | | | | age/income/product usage groups, the appropriate |
| get other incentives. SMS is a mobile platform; it | | | | content of your message will have a substantial |
| reaches your customer anytime, anywhere. If they're | | | | impact on the success of your campaigns. Thus, the |
| at the beach, or the mall, or the theater and you | | | | ability to segment your fan base means that you can |
| send an offer for a free delicious cool drink, or a | | | | tailor each message to their specific tastes which |
| great price on the latest fashions (which can only be | | | | should result in both a higher opt-in rate and a higher |
| redeemed by visiting your website) then you've only | | | | response rate. |
| increased the probability of an opt-out along with | | | | 5. Text marketing allows guests to engage your |
| their level of frustration. (You've also violated Rule | | | | business at their convenience, while still offering you |
| #1) | | | | the ability to generate substantial foot traffic through |
| 3. Keep it Simple. This should go without stating the | | | | their patronage. It must never be forgotten that |
| obvious. You have 140-160 characters to play with; | | | | text messaging is a private and direct marketing |
| you should have an identifier which lets them know | | | | medium between you and your customer which they |
| who the message is from [ Welcome to Practical | | | | have authorize. This fact alone makes that client |
| Cafe's Fan Club. ] your direct message [This is how | | | | much more valuable to your business. Hence, text |
| easy it is for your fans to opt in and get your ad in | | | | message marketing must never be abused or |
| their pocket. ] and an automated opt-out message | | | | overused or it will become a completely ineffective |
| [Reply STOP to opt out. ]. Your direct message | | | | medium for your business. |
| should be concise and immediately actionable, | | | | |