NL Examples & best practices to maximize impact͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ ͏‌ Hey, Folks! 👋Navigating the SMS marketing matrix can feel like dancing on a tightrope—one ill-timed message, and the connection with your audience might waver.The intricacies of this dynamic marketing channel demand finesse.Fortunately, there lies a silver lining: The opportunity to infuse a human touch into this automation-ridden channel.By the end of this guide, you’ll learn how to create an SMS marketing strategy from scratch, spark connections with customers, and generate higher conversions. 💰 But first, don’t forget to register for our upcoming free webinar, Giveaway Growth Hacksfeaturing Shared Sweeps Founder, Craig Martens and Sendlane Founder & CIO, Jimmy Kim on February 20th at 11:00 am PST.Register for free and learn expert tactics for:✔️Crafting and executing successful giveaway strategies✔️Using giveaways to enhance brand loyalty, engage customers, and generate leads✔️Identifying and targeting the ideal audience for giveaways Register for free here.Now, let’s explore the best practices and tips for SMS marketing. SMS Marketing Strategy: Examples & Best Practices How to do an SMS Marketing Strategy?SMS marketing is unlike other channels. 📲It demands a special set of strategies.Before you create your first SMS campaign, consider the following questions to get aligned on your goals:What do we really want to achieve in our SMS marketing campaigns?Is it building customer relationships or generating sales?How will SMS differ from our existing email marketing campaigns?Do customers really need to hear from us via SMS?How can we balance automation and human connection in our SMS campaigns?How can we train our customer support team for this channel?Brand consistency across all platforms can increase revenue by up to 23%, so ensure that brand messaging is reflected in every single text in your SMS marketing strategy.For example, if your eCommerce brand values authenticity, wit, and comedy, your SMS messages should mirror these qualities.The Pros & Cons of Using an SMS Marketing StrategyText marketing offers a straight-line communication with customers.Sounds perfect, right? Not quite. Despite the manySMS marketing benefits, there are also some drawbacks.But first, let’s talk about the advantages. 👇Pros:1. Lightning fast deliveryCustomers don't need to be connected to the internet to receive your marketing messages. 🤳With the average US consumer spending 4 hours, 31 minutes per day on their mobile phones, shoppers will see your text message instantly.Not to mention text messages have a98% open rate.2. Higher engagement rateStatistareports that mobile eCommerce sales, totaling $2.2 trillion in 2023, now command a significant 60 percent of global eCommerce.With more consumers shopping through their mobile devices than ever before, there’s no better channel than SMS to engage customers.3. Open direct communication with customersSMSis more intimate than other marketing channels.It lets you connect with customers, and vice versa, in a matter of seconds.This proximity boasts many perks. You can offer time-sensitive assistance and gather first-hand data on how customers navigate the shopping experience. 🛍️Cons:1. Limited message lengthText messages are limited to only 160 characters, including spaces. This means you may have to get crafty to hook your target audience compared to other marketing channels.Focus on clear, snappy, and engaging copy. Bonus if you can attract their attention with the first few words.2. Potential for over messagingSending customers too many SMSes in a short period of time may lead to message fatigue and negatively impact the customer experience.eCommerce brands need to adhere to the Telephone Consumer Protection Act (TCPA) compliance. Only sendSMS messages if it provides additional value to the buying experience.Even with its drawbacks, SMS continues to be a powerful vehicle to connect with customers.Let’s look at how you can use SMS to grow your brand and boost your sales. 👇SMS Marketing Best PracticesSMS marketing requires a different framework.Unless your eCommerce store sells replenishment-based products (e.g., diapers, toiletries), sending multiple transactional texts eleven every week will frustrate customers to no end.We recommend these seven SMS marketing strategies to create a delightful shopping experience. To illustrate how they work in a real-world context, we’ve included some SMS marketing examples featuring our favorite eCommerce stores.1. Treat SMS as a two-way customer support channel82%of U.S. consumers want more human interaction in the future, despite living in a world of advancing AI technology.eCommerce stores should aim to personalize every touchpoint in the customer journey. Engage customers in real-time conversations instead of over-relying on auto-replies in your welcome and post-purchase flows.D2C snack bar brandVerb Energy adds a human element in its one-on-one welcome message to customers. Note how the support agent personally addresses the customer with an animated GIF in this brief text exchange. The SMS message creates an instant human connection, not to mention how it also shows off the brand’s personality and delights the customer right off the bat.If you’ve visited Verb Energy’s website, you’ll notice that its marketing text messages clearly reflect its style and tone.Customers feel disconnected if you rely too much on automated replies.2. Provide contextSMS shows up unexpectedly, so aim to provide context in every marketing message. Always remind customers why they’re receiving the text to refresh their memory.Note the clear-cut text message below. The CS rep introduces himself and the company and directs the customer to a 15% discount for the new summer line. 3. Personalize to elevate the experiencePersonalization raises revenue by10-15%.The more personalized your SMS messaging is, the greater the ROI.What do we mean by personalization? 🤔It’sSMS marketing messages tailored based on buying behavior, like cart size and the type of products bought. Essentially, it’s text messaging that fits the target audience’s profile and gets delivered at the right time.Note this product recommendation SMS text message fromMaryRuth's. We see various personalized elements, such as the customer’s name and the last product viewed. Personalized messages like these, with a playful and humorous tone, recapture high-intent interest and encourage customers to complete their purchase. 4. Stay compliantThe Telephone Consumer Protection Act (TCPA) compliance regulates unsolicited calls, messages, and faxes. You need to ensure your SMS policy and processes are compliant before you collect phone numbers and send promotional SMS text messages.Lifestyle brandLetterfolkgives customers a heads-up on how it uses their data in this straightforward opt in form. Consider the following tips to stay compliant:👉Collect your contact’s documented permission to send them promotions, offers, and other marketing messages👉Indicate the frequency of messages in your text marketing communications (“Sign up now to receive weekly deals!” instead of “Sign up now!”)👉Deliver your bulk SMS messages between 8 AM and 8 PM EST👉Avoid sending messages with SHAFT content (Sex, Hate, Alcohol, Firearms, or Tobacco) 👉Offer an easy way for subscribers to opt out (e.g., text “BYE” to opt out)5. Go beyond sellingNo one likes a pushy salesperson, and this rule applies in your SMS marketing channel, as well.Every text message is a chance to surprise and delight customers. Consider sharing resources in your transactional texts to educate shoppers on your product. The more value they get from it, the more likely they’ll buy again in the future.For instance, an eCommerce store selling potted plants might send a quick guide on how to keep them in tiptop shape in the post-purchase SMS workflows.Outdoor gear brandGroove Lifedoes this exceptionally well.Note the Mother’s Day text above that features one of its hero customers. The destination URL directs subscribers to an influencer spotlight video.There’s no selling. Just an all-around wholesome video that sparks connection and boosts loyalty.6. Leverage Contextual DataWhen a customer clicks on antext message link but doesn't complete a purchase, it's an opportunity to leverage this engagement by sending them a hyper-targeted email. 🎯These intent signals are pivotal to unlocking the door and providing your shoppers with personalized, memorable experiences with your brand.With link tagging, you have the ability to assign labels to customers based on their unique interests. Using those tags, you can trigger automations that serve them hyper-targeted, high converting emails. 7. Use SMS short codes If you aren’t using them already, SMS short codes are a must for boosting your strategy.Rather than a 10 digit phone number, SMS short codes are only 5-6 digits long, making it convenient for your customers to opt-in and start receiving messages from your brand.These cost-effective codes enable you to drive engagement and increase open rates, and boost brand awareness without sacrificing time or money. Making the most of your SMS Marketing Strategy Keep in mind that a strongSMS marketing strategyrevolves around content that truly resonates with your audience.A well-crafted approach, coupled with a deep understanding of your customers' preferences, ensures a powerful connection that transcends the boundaries of traditional marketing channels.Now go get em!That’s all for this week.Share with a friend or colleague if you enjoyed today’s DTC Rundown and we’ll see ya next time! 👋 Terms & ConditionsSupportBlog Sendlane 2712 Loker Avenue West #1107, Carlsbad, CA, United States, 92010 To update or remove your contact information please Manage Your Subscription.