Marketing by text or SMS marketing is quick and reliable for instant results, However, there are rules to follow for greater success in today's market.
What is the history of text marketing?
Texting has been available for just over 26 years and not a lot has changed. The maximum message size is still 160 characters, and no photos or clips to go with it. The cost remains the same although mobile carriers now cover many of the charges.
The one change is the move to MMS messages.
SMS stands for Short Message Service and is the most widely used type of textmessaging. With a SMS, you can send a message of up to 160 characters to another device. … MMS stands for Multimedia Messaging Service. With a MMS, you can send a message including pictures, video or audio content to another device.
Clickatel
Texting is now main stream
Mums and Grandparents, kids and businesses are all texting like it is going out of fashion.
In other ways perhaps it is on the way out because of the very limited nature as a selling aid.
Texting home to say you are running late is very different from a business message selling you something of great value and limited time.
Some industries are moving to the more costly MMS service and others using apps like Messenger or Whats app to send the details.
Furthermore, emails are now becoming more common to mobile phones and increasing as a communication source.
I believe we are at the tip of a change away from SMS but the window will remain open for a long time.
The kids nowadays are choosing to use other media than SMS or even Facebook in a changing dynamic of time.
I watched with interest the rise of Instagram which has been a tool for the young and trendy. Then their parents had to get in on the act that dragged the grandparent generation to viewing the interesting material and thus creating a massive following across all ages. Instagram is now one of the fastest growing social media platforms.
Where can I go to do bulk text marketing?
The starting point, of course, is Google to find a carrier. However, they are not all the same. Here in Australia, I use Verdi messaging who have several options that will suit even the most astute buyer. Plus you get free consulting and support. They will even do a managed service for you where you supply the numbers and the message and they do the rest. This is ideal for a busy office,
What is the limit in text characters?
A general Text service has a limit of 160 characters in a message. However, that must be shared with an intro and an opt out. (See below.)
With good management, this can deliver a Twitter type message that conveys clearly what you want to say.
Remember, however, that it is also limited to just basic text without attachments.
Can I send text to anyone?
No you cannot randomly send text messages it is spamming and that is considered illegal in most countries.
If you have managed to obtain the number with a connection to your business it would generally be accepted as ok.
That is why a current list is an asset to every business. You can utilise it at anytime as a complete marketing tool.
Do I need an Opt-out with text marketing
Yes, you do need an Opt-out in all bulk texting and marketing and this is covered by very strict laws. In fact, even a single message could be considered spam if you randomly picked a number and sent a sales approach.
When receiving a spam message many will complain to the TIO or similar governing body and you then get a severe talking to. The answer is just don't do it.
What needs to be in a text message for business?
To start we only have 160 characters to play with so you really need to be economical with your words. When I say characters I include spaces and punctuation.
You must (by law) include an opt-out message when bulk messaging. Something like ” press s to stop”
so there go 15 more of your characters.
Yes, unfortunately, spaces and punctuation are counted.
If you use a header like “Greetings Henry” another 16 are gone so we are down to just 130 left.
Naturally, you will include your telephone number for a reply and probably your name so another 15 or so go with a random 100 characters left for your message.
However, don't dispair you can still do a great message with the spaces left. Many carriers have a template that counts the characters and prompts you through the message as a great aid to your messaging.
What are the best SMS messages?
When sending an SMS or text message you are soliciting an action.
You are chasing a click not changing pleasantries.
It is a direct sales approach and the benefit is often instant in their response. The message does not linger like an email and you will rarely get a late return.
One group I work with are wholesalers to a trade group. They have a regular supplier hosted breakfast meeting about once every 6-8 weeks. Previously they were telephoning and emailing with limited success so we set up a new program for them.
A week prior they would send an invitation by SMS and that would be followed by a similar reminder on the morning of the meeting.
To achieve this took considerably less time, less cost and improved the result by a significant degree. It has now been a constant event for a couple of years.
Another Auto Mechanical group would send a seasonal reminder on Airconditioning or Wiper blades to get the phones ringing.
In addition, a tyre group sent a simple message to come in and get the tyre pressure checked for free, now that is marketing by stealth
How do I set up a text marketing list?
I have previously written about your marketing list and how valuable a property it is. When gathering customer details a mobile number is a number one priority for marketing and messaging.
You can use a market CRM system of just a common excel spreadsheet saved as a CSV file with the number, name, business, need etc
Can people reply to a marketing text?
Yes, in most cases a reply to that number is allowed but only directly from that text. The number is actually random in nature from a big bank of mobile phones style devises.
Is a text marketing number the same all the time?
When your carrier sends a bulk dispatch they use a whole range of different numbers. This provides speed and time saving on the send. Generally you can respond to a message sent but cannot use the number in any other way.
My daughter came to me and said that her doctor and Chiropractor had the same number and she had saved it in her mobile. This was a rare coincidence and the number would never reach the intended recipient.
Can I use my own number in text marketing
Most services now have a fixed mobile service where you purchase a number on a monthly plan. All outbound messages will include that number and receivers can mail it at anytime. Plans generally range around the $30 mark plus calls, just like a regular mobile.
One great benerfit is that all messages are based around an email account so a full record resides on your computer or Ipad.
Is text marketing expensive?
Expensive is relevant to success. Messages can be bought for somewhere between about $0.07 to $0.22 each for bulk dispatch. The difference lays in volume and pre and postpaid purchases.
The cheaper SMS are usually purchased in large quantities with cash up front and the latter with a pay later basis.
Are Text and SMS marketing the same?
Yes, Text, texting, SMS, ing, sexting is all the same thing being a 160 character words only message.
If you want more than this then you need MMS or email to deliver a message
Are text messages guaranteed to arrive?
No. Nothing over the air can carry a guarantee but the success rate is very high. Other factors are phones that are turned off, out of range, damaged, overseas or lost that will affect the success rate.
Your carrier will generally supply a report after dispatch for you.
Is there a difference between local and overseas text carriers
Generally, the answer is no. However, we shall always tell you that the success rate with a local carrier is higher than from overseas. The carriers tell us that and we extend the story.
The overseas carriers use our local network so I really can't see a difference.
Your carrier should always provide a call report so you know what is going on and can make decisions based on results.
What does spamming really meen?
The sending of any unauthorised messages is illegal in most countries, However legally obtained numbers from your business contacts is allowed.
Penalties for bulk spamming can be massive so check before you send
Are there other ways to text message?
We have talked about MMS message and how many users have evolved from SMS because of the need for pictures.
Until 2007 and the arrival of the smart phone mobile users had no access to email on the go. That has now changed and every phone can have one or more email addresses attached to the phone.
Enter the Facebook product Messenger and they add a new dimension to the act. Pictures, videos, messages, long text anything you want can be delivered quickly.
The downside is that you must first install the messenger app.
I believe this will get more popular in the coming year
and take some of the traffic from SMS.
Who are the best users of SMS and MMS
The real estate industry started with SMS but generally now evolve to MMS messages adding nice pictures . The cost is higher but the impact is greater
In conclusion on SMS
I really enjoy texting as a marketing media. I have seen all sorts of businesses have outstanding success using SMS efficiently and gaining sales. It is an easy market to test because you can send a small batch to see live results before sending the whole list.
It can be a sale, information, a report just about any information you want to relay.
Send it and answer the phones, it is that easy.
Home mail
