2009-07-16
5 Text Messaging Marketing Tips

Today people not only rely on their mobile device for voice communication and text messaging, but for web browsing, search, shopping, directions, games, and more. 80% of all Americans carry mobile phones, 57% of them use text messaging on a regular basis -subscribers are sending more text messages than making phone calls; the average is 357 text messages per month, compared to 204 phone calls. This expansion of capability and usage leads to more advertising opportunities. Although text message advertisements have a 90% open rate, relatively few companies are embracing text messaging. Text messaging can give you an edge over the competition. Here are 5 tips to starting your own text message campaign.

1. Keep it short
SMS (Short Message Service) text messaging delivers information but does not contain live links. It is the ONLY technology that every carrier supports. However, the limit is typically 140-160 character messages. Information ideal for text messaging is relevant, timely, and brief. If you can't make your message 160 characters are less, it's probably not suitable for text messaging. Since you have limited character space, it's best to tie your message into a web experience or something offline. The challenge is to capture attention without images. Common uses for SMS text messaging are coupon codes, voting, and information. For example, customers can text a short code (your 5 digit code shared by all carriers) with a keyword to receive a coupon for 25% off of a product.

2. Use SMPP
There are two ways to send messages, SMPP and SMTP. SMPP is true text messaging that utilizes short code (5 or 6 digits) technology, and there is a fee for each message. SMTP is basically sending an email to a cell phone number, and it arrives looking like a text message. Despite the fact that there are no fees, it's not advisable to use SMTP for a number of reasons. There are a lot of delivery problems as only two carriers allow SMTP messaging, and after 50 messages they cut it off. They don't support this format for advertisers, therefore they actively filter and block advertisements and commercial traffic, and you get no notification that they've done so. SMTP messages don't have the same systems to set in place to protect businesses against the false accusations of spamming as SMPP, so if someone wants to opt out they can just report you as a text message spammer. Using SMPP (Short Message Peer to Peer) is the standard protocol to exchange SMS messages. Another benefit is that you can see if any of your messages didn't go through and why the delivery failed.

3. Know who's using text messages and respect them
The 18-40 year old cell phone user is the group with the highest text messages per month. And 80% of this audience carries their cell phone with them at all times! Millennials, born in 80's and 90's, collectively spend about $200 billion a year. The majority between ages 19-24 prefer receiving text to email messages. However, only 16% of those ages 25-34 prefer text messaging. Texting appeals to Millennials because of speed and concern for the environment (no direct mail to toss). When you obtain lists, only use opt-in records. Treat text messaging similar to email records and abide by those standards. Your texts should never be paid by customers; that's like charging them to look at your website or listen to your radio advertisement. Allow them to opt in (and out), don't spam them with things they didn't ask for and never sell their number. On your website provide the choice of receiving text messages instead of or in addition to an email program and at what frequency suits them best. Putting customers in charge of the types of messages they get always yields the best result.

4. Types of Events to Text
Coupons are popular among 14 to 34 year olds and 72% have printed or downloaded a coupon. Customers can text keywords to enter contests or drawings. When a prospect is engaged the likelihood for conversion to a customer is increased. You can also text people about events happening now by using Bluetooth proximity marketing to bring people to that event. A transmitting device is placed at the location of interest, such as a in store event or trade show booth. You upload a message and proximity range on the web to the device's software application. Then the device broadcasts the message, without going through the carriers to every Bluetooth enabled cell phone within the range.

5. Integrate text messaging with your other communications
Mobile marketing can compliment other types of promotions and can be used in conjunction with direct mail, telemarketing, e-mail or event marketing campaigns. Demonstrate your text messaging capability as early as possible. By doing so, it's possible to use this communication channel throughout all the processes of customer acquisition, support, and retention. Text can be used in conjunction with other channels such as the Websites, TV ads or in store signage. To increase your opt in rate, try adding a text message component to your point of purchase displays and in store signage. For example, sign by the register that says text the word "lipstick"� to a shortcode and they can get a return reply text that serves as a coupon on a lipstick. Did you know that the CosPro Agency provides turnkey services to create store signage? Call the CosPro Agency for details on how you can integrate your text messaging marketing campaign with store signage.