You want to reach your customers directly, right? Cut through the noise? Email inboxes are crowded. Social media feeds fly by. But what about that little message notification on their phone? It almost always gets seen.
That’s the power you can tap into. But just sending random texts won’t work. It can actually annoy people. You need a plan. A smart strategy that respects your customers and gets you results.
Feeling unsure where to begin? Wondering how to use texts without being intrusive? Let’s break down exactly how you can create an effective SMS marketing plan that feels helpful, not irritating.
First Things First: What Do You Want to Achieve?
Before sending a single text, ask yourself: what’s the goal?
Seriously. What do you hope happens when someone reads your message?
Are you trying to:
- Drive immediate sales with a special offer?
- Increase traffic to your website or store?
- Remind people about appointments or events?
- Build loyalty with exclusive updates?
- Get feedback through quick polls?
Knowing your specific goal shapes everything else. It tells you what kind of message to send. It tells you who to send it to. And it tells you how to measure success.
Don’t just say “more sales.” Get specific. “Increase online orders by 15% this month using SMS-exclusive coupon codes.” That’s a clear target.
Having clear goals prevents you from just sending texts for the sake of it. It ensures every message has a purpose. This makes your efforts focused and much more likely to succeed.
Know Your Audience: Who Are You Texting?
Okay, you know what you want to achieve. Now, who are you talking to?
Think about your ideal customer.
- What are their interests?
- What problems do they face that you can solve?
- When are they most likely to be receptive to a message? (Hint: Probably not 3 AM!)
Understanding your audience helps you personalize your messages. A generic blast won’t connect. But a message that speaks to their specific needs or interests? That gets attention.
Consider grouping your contacts. This is often called segmentation. You could group them by:
- Past purchase history (e.g., people who bought shoes vs. shirts).
- Location (for local events or offers).
- Engagement level (e.g., frequent buyers vs. new subscribers).
Sending targeted messages to smaller groups feels more personal. It shows you understand them. This builds trust and makes your texts far more effective. Think about it – wouldn’t you prefer a relevant offer over something random? Tailoring your approach is crucial, and you can explore strategies for custom SMS marketing plans to really refine this.
The Golden Rule: Always Get Permission
This is super important. You absolutely must have permission before texting someone for marketing. This isn’t just good manners; it’s often the law (like the Spam Act in Australia).
Sending texts to people who didn’t ask for them is spam. It damages your brand reputation. It can even lead to fines.
So, how do you get permission?
- Use clear opt-in forms on your website.
- Ask customers at the point of sale.
- Offer an incentive (like a discount) for signing up.
Make it obvious what they’re signing up for. Tell them roughly how often you’ll text. And crucially, always provide a clear and easy way to opt-out (like texting STOP). Honoring opt-outs immediately is non-negotiable.
Compliance Callout: Always check the specific laws in your region (and the regions you’re texting). Getting explicit consent (opt-in) and providing easy opt-out options are fundamental. Don’t risk your reputation!
Building your list the right way ensures you’re talking to people who actually want to hear from you. That’s a much better starting point.
Crafting Messages That Connect
Text messages are short. Your messages should be too. Aim for concise, clear, and valuable content.
Think about these elements:
- Identify Yourself: Start by saying who you are. Don’t make them guess.
- Get to the Point: What’s the core message or offer? State it clearly upfront.
- Provide Value: Why should they care? Is it a discount? Useful info? An exclusive look?
- Include a Call-to-Action (CTA): What do you want them to do? “Shop now,” “Visit our site,” “Reply YES,” “Show this text.” Make it obvious.
- Opt-Out Info: Remind them how to stop receiving messages (e.g., “Reply STOP to opt out”).
Example: “Hi [Name]! It’s [Your Brand]. Flash Sale Alert! Get 25% off all jackets today only. Shop now: [Link] Reply STOP to opt out.”
Notice how it’s direct, offers clear value, and tells them exactly what to do.
Personalization is powerful here. Using merge tags to include their first name makes it feel less like a mass broadcast. Referencing a past purchase (if appropriate and you have permission!) can also boost relevance.
Remember the goal you set earlier? Ensure your message directly supports that goal.
Timing is Everything: When Should You Send?
Imagine getting a promotional text during an important meeting. Or late at night. Annoying, right?
When you send your messages matters almost as much as what you send.
Consider:
- Time Zones: If you have customers across different regions, schedule messages accordingly.
- Their Routine: Mid-morning or late afternoon often works well for retail offers. Lunchtime can be good for restaurant deals. Avoid early mornings, late nights, and typically busy commute times unless it’s a time-sensitive alert they expect.
- Frequency: Don’t bombard people. Sending too many texts is the fastest way to get opt-outs. Start slow (maybe 2-4 times a month) and see how your audience responds. If engagement is high, you might test slightly more frequent sends for specific campaigns.
Think quality over quantity. A few well-timed, valuable messages are far better than constant, irrelevant noise.
Think about it: When was the last time a marketing text felt genuinely helpful or timely? Strive to be that brand.
Measure, Test, Improve: Know What’s Working
You’ve defined goals, targeted your audience, crafted messages, and sent them out. Now what?
You need to track your results. Otherwise, you’re just guessing.
Key things to measure (Key Performance Indicators or KPIs):
- Delivery Rate: How many messages actually reached the phone? (Should be very high with a good provider).
- Open Rate: SMS open rates are typically very high (often cited over 90%), but it’s good confirmation.
- Click-Through Rate (CTR): If you include links, how many people clicked them? This shows engagement.
- Conversion Rate: How many people completed your desired action (e.g., made a purchase, signed up)? This measures real impact.
- Opt-Out Rate: How many people unsubscribed after a message? A high rate signals a problem with content, frequency, or targeting.
Don’t be afraid to experiment! This is crucial.
- A/B Test Messages: Send slightly different versions of a message to small groups. See which performs better (e.g., different offers, CTAs, or wording).
- Test Sending Times: Try sending similar messages at different times or days to see when you get the best response.
- Test Offers: Does a percentage discount work better than a dollar amount off? Find out!
Use the data you gather to refine your strategy continually. What worked well? Do more of that. What fell flat? Try something different. If you find your response rates are low, don’t worry, there are often simple solutions for low SMS response rates you can try.
This ongoing process of measuring and adjusting turns your SMS efforts from guesswork into a predictable growth engine.
Choosing the Right Platform Partner
You can’t manage all this manually, especially as your list grows. You need a reliable SMS platform.
Look for a platform that offers:
- Ease of Use: You shouldn’t need a tech degree to send texts.
- Segmentation Tools: Ability to group contacts easily.
- Scheduling: Send messages at the optimal time automatically.
- Personalization Features: Like using names or custom fields.
- Automation: Set up triggered messages (like welcome texts or appointment reminders).
- Reporting & Analytics: Track those important KPIs we just discussed.
- Compliance Features: Built-in tools to help manage opt-ins and opt-outs easily.
- Reliable Delivery: Ensure your messages actually get sent and delivered quickly.
- Two-Way Messaging: Allow customers to reply, turning texts into conversations.
Think of your platform as the engine for your SMS plan. Choose wisely!
Putting It All Together: Your Plan in Action
So, let’s quickly recap the steps to develop your SMS marketing plan:
- Define Clear Goals: Know what you want to achieve.
- Understand Your Audience: Segment for relevance.
- Get Permission (Compliance): Build your list ethically.
- Craft Valuable Messages: Keep them short, clear, and useful.
- Optimize Timing & Frequency: Send when it makes sense, don’t overdo it.
- Track & Test: Measure results and continuously improve.
- Select a Great Platform: Get the right tools for the job.
Following these steps creates a thoughtful approach. It respects your customers’ time and attention. It turns texting from a potential annoyance into a powerful communication channel. You’ll build stronger relationships and drive real results for your business.
Imagine connecting directly with customers who want to hear from you. Imagine sending an offer and seeing sales spike almost instantly. That’s the potential when you have a solid plan.
This isn’t just about sending promotions. Use SMS for appointment reminders to reduce no-shows. Send shipping updates for better customer service. Ask for quick feedback to improve your offerings. Get creative! The possibilities are vast when you treat SMS as a valuable part of your overall communication strategy. You can explore more ideas and strategies through comprehensive guides on SMS marketing.
Ready to start building those connections?
Looking for a reliable platform to bring your SMS marketing plan to life? Since 2000, 160.com.au has been helping businesses in Australia connect with their customers through easy-to-use, secure, and feature-rich SMS solutions. With tools for personalization, scheduling, reporting, and even integrating SMS with your email (Email to SMS), 160 provides everything you need to execute your strategy effectively. Plus, there are no lock-in contracts or monthly fees.