Three things you can learn about SMS marketing from direct mail marketing
SMS marketing is one of the most powerful tools in your arsenal, but only when you’re using it in the right ways. One strategy for using SMS marketing more effectively is to offer variety in the types of messages you’re sending. In this aspect, you can learn a lot about SMS marketing from direct mail marketing strategies. Here are three direct-mail techniques that apply equally well to SMS marketing
1. Offers that motivate
■ The most effective direct mailers resonate with customers. These are the ones most likely to motivate customers to act on them. There are a few qualities that a motivating message will have:
■ Personalized. Customers should feel like the message was directed straight at them even if it was sent to thousands
■ Exclusive. Recipients should feel pampered—like they’re getting special treatment that other customers don’t get. You can accomplish this by making certain offers exclusive only to those who’ve opted in to receive your texts
A clear call to action. Don’t leave it up to the customers to realize what you want them to do, come right out and tell them.
2. Appointment reminders
Every missed appointment is a missed opportunity for a sale. It’s also lost productivity. For years, companies have been using direct mail to send appointment reminders. Studies show that a simple appointment reminder can reduce no-shows by about 35%. SMS is an especially effective channel for appointment reminders since it’s immediately received once sent and much more likely to be read. Not only will appointment reminders improve productivity and increase profits, it can be a great lead-in to getting customers to opt-in for promotional text messages as well.
Coupons are the oldest marketing trick in the book but they’re still the most popular because they work. In 2015 alone, American consumers redeemed a total of 2.5 billion print coupons in stores. Approximately 87% of Americans report using print coupons that they receive in the mail. The numbers for SMS coupons are even more startling because they’re more immediate. While the average direct mail coupon is held for 17 days before being redeemed, SMS coupons are more likely to be used within the first few days. Though you might assume coupons are old-fashioned, they’re still a powerful marketing tool especially when combined with newer marketing channels like SMS.
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