With more than 85 percent of Australians owning a smartphone, mobile-based marketing is only going to get more relevant. However, many brands have been quick to focus on apps and social platforms without considering the original mobile message. Yes, we’re talking about the humble SMS.

While mobile communication is evolving, apps like What’s App and Facebook Messenger are far from wiping out the traditional SMS. In fact, marketing agency SparkPage tells us there are six billion texts sent in the US each day – more than 12 times the number of Facebook messages. So if you’re looking for a quick, convenient way to reach your customers, an SMS marketing campaign might be the way to go.

Here are some quick tips for successful SMS marketing.

Target your audience

While SMS allows you to send a large number of messages at the same time, it’s important to segment your audience based on the kind of information they want. If a customer receives a message that’s not relevant to their needs, they’re much more likely to unsubscribe. Integrating your SMS marketing with your existing CRM through a platform like Epicuest lets you strategically segment your list according to location, customer demographics and buying preferences.

Keep it simple

We all have that one friend who likes to send essays instead of text messages. Hot tip: if you’re trying to market, don’t be that person. Your customer doesn’t want to scroll down three screens to find the offer or call to action. This means the content of your SMS message should be short, sweet and to the point. The same goes for any links – use a branded, short URL wherever possible.

Check your timing

Take it from us – customers do not want to receive your advertising messages at 2am. (Unless you’re a kebab shop using beacons to capture the post-nightclub foot traffic. In that case, we salute you.) If you’re scheduling SMS campaigns, triple check the send time to ensure don’t get caught out by any time zone differences. As your campaigns progress, keep track of which days and times deliver the highest open rates and conversions. There are platforms that can help you with this.

Get your customer’s permission

Like its email counterpart, SMS marketing is regulated by Australia’s Spam Act, so it’s a good idea to have your customer’s explicit permission before you send them content and offers. You’ll also need to include an option to unsubscribe. To ensure you’re clear on your obligations, check in with the Australian Communications and Media Authority.
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