The most common objection to text message marketing is, "I hate getting text blasts. Text marketing is a scam!" We understand the frustration of receiving unwanted texts.
However, our engineers are watching in real-time as brands using SMS personal messaging increase their text subscribers, brand sentiment, and sales.
But it's not just us. Marketing experts are reporting handsome returns on properly-executed SMS marketing strategies.
"Various sources report SMS open and response rates as high as 98% and 45%, respectively — in contrast to corresponding figures of 20% and 6% for email." - Gartner
"Research shows that SMS open rates are as high as 98%, compared to just 20% of all emails. And, on average, it takes 90 seconds for someone to respond to a text and 90 minutes to respond to an email." - Campaign Monitor
As can be seen in the above infographic, there are many factors contributing to the rise of mobile text marketing. Society increasingly uses mobile devices over personal computers to go about their lives. Plus, it's also easier to check a text message than it is to open and read an email.
Advancements to text message marketing techniques - such as SMS personal messaging - allow brands to nurture authentic connections with consumers. These conversations with customers are authentic engagements, and are beginning to overshadow text messaging scams.
Classic SMS Scams and How to Identify Them
Typically, SMS scams seek to steal personal information. Scammers hope that by gleaning information from naive mobile users, they can rob their identity.
Here are some of the classic text message scams plaguing mobile users.
You "win" a prize
One of the most common text message scams asks you to provide information to claim a prize. Also a phishing tactic on social media, the individual (or bot) informs you that you are a winner. They make it sound as though you providing personal information is just a formality.
Someone "stole" your info
In an ironic twist, scammers tell you that someone has stolen your information or hacked into your bank or email account. To "help" you, they ask you to verify your login credentials or personal information to shut down the security breach.
Tragedy "strikes" you or someone you love
Some scammers are creative enough to convince naive consumers that a friend or family member is in danger. The con artist will then ask you to verify your identity to "make sure we have the right person."
Someone "owes" a refund
Some counterfeit texts try to convince you that your bank, the IRS, or a vendor owes you a refund. To issue your refund, they "just need a little information."
Knowing the Difference Between a Text Scam and Spam
In an SMS scam, individuals are phishing for information. But with spam, there is usually very little danger of identity theft.
Just like with email marketing, some organizations don't follow proper subscriber guidelines. As a result, they spam their recipients with unwanted texts and emails.
Most of the time, marketers and consumers are suspicious of an SMS marketing strategy because of the potential for spam. But the good news is that there are steps you can take to make your marketing spam-free while building better relationships with your consumers.
Spam-Proofing Your Marketing Strategy
No matter what marketing channel you choose, the possibility that you might unintentionally spam a consumer is always present.
Because of the heightened accessibility of text messages, consumers are less likely to tolerate spam texts than they are spam emails. Thus, any successful SMS text marketing strategy should be extremely wary of coming across as spam.
Studies show that mobile users feel a sense of delight upon receiving a text message. They compulsively want to check right away. Whether or not your SMS marketing strategy delights your customers depends upon your ability to personalize the text message conversation.
How SMS Personal Messaging Achieves the Highest Open and Conversion Rates
Vendors that achieve high open and conversion rates with their text message marketing always incorporate "the human touch."
That's not to say that you should steer clear of automation - quite the contrary! But whatever text messaging service you use to engage your prospects on their phones should include specific ingredients to ensure authentic engagement.
Think Long-term Sustainability
Marketing text messages resembling a scam or spam usually stem from marketers thinking short-term. This is especially true if inexperienced marketers have violated the golden rule in text and email marketing: ask permission before contacting a consumer.
That said, it is possible to convince customers to buy from you via SMS texting service. But in today's digital environment, using text message marketing in scammy or spammy ways will ultimately repel audiences. Nothing turns a potential customer away like receiving communication they perceive as spam. No one wants their time wasted.
Marketing through text messages can be done well, however. As you and your marketing team nurture a deeper appreciation for your customers, the way you use your marketing channels will improve.
How to Succeed in Text Message Marketing and Maximize Conversions
1. Use a 10DLC or Dedicated Short Code
In SMS marketing, some brands try to save money by investing in shared short code or standard long code.
In shared short code, more than one brand uses the same 6-digit number to send texts to customers. Authorities frequently block shared short code numbers because, chances are, at least one brand will abuse it.
Standard long code is cheap, but it frequently violates SMS marketing laws by sending A2P messages (texts from an organization) over P2P channels (those channels reserved for people-to-people texting). Cell carriers frequently block standard long code numbers.
Dedicated short code ensures that you and you only own the 6-digit number. That said, dedicated short code is the most expensive solution. Additionally, texts from 6-digit numbers are impersonal. Government and nonprofit organizations frequently use dedicated short code to send informative or emergency text blasts.
By far, the best solution for text message marketing is 10DLC (commercial long code). 10DLC numbers are verified A2P senders accepted by most major carriers.
2. The Best Text Message Marketing Services Offer Scalable, 2-Way Conversations
When comparing text marketing solutions, you must put yourself in the shoes of your consumers.
You don't just want to send your customers text blasts - you want to engage them.
With authentic engagement, you can foster more excitement and interest from your prospects. This approach increases your chances of clicks and conversions.
The experts at Emotive focus on delivering authentic, 2-way text conversations between consumers and your brand. Conversations are how humans have interacted for centuries- treat your customers like humans.
Sign up for a demo of our scalable, two-way conversational texting platform and see the difference for yourself.
3. Make Use of Abandoned Carts
SMS marketers with the highest ROI know that one secret to text message marketing success is targeting those that abandoned their carts online.
Following-up with those consumers leads to many benefits, such as gathering valuable customer feedback, troubleshooting a declined payment, or answering questions about a product.
Traditionally, many considered your best approach to converting abandoned carts into revenue to be email marketing. However, looking at text message marketing vs email marketing today, text marketing enjoys double the open rates. As a result, you'll have a better chance of converting your customers.
4. Integrate with Your Subscriber and eCommerce Applications with Your Text Marketing Platforms
21st Century eCommerce tools like Shopify, Magento, and WooCommerce streamline the online shopping experience. But did you also know that cutting-edge SMS platforms will work with these applications to achieve "1-click" integration?
That means that your text message marketing enhances the omnichannel experience for your customers. "Being everywhere" makes it easier for consumers to locate and purchase the products/services they need.
5. Use Analytics Tools to Refine Your Text Marketing Campaign
When launching your SMS marketing campaigns, pay attention to the 2-way text conversations that generate the most engagements.
Using analytics to test and identify the best text messages help you make your automation tools smarter and more effective. Remember, you can still get great results from automation so long as you incorporate the "human touch."
6. Remember, It's Not Always About Sales
If you only ever engage your customers over text when you want them to buy something, you may be souring relationships.
A successful text message campaign requires your marketing team to think outside the box. Consider changing your CTAs to an event and contest invite, or by offering free tips that deliver value to your customers.
Mixing up your sales-driven messages with non-sales-driven texts will increase customer loyalty and brand sentiment.
Identifying when text message marketing is a scam (or spam) will help your marketing team connect better with your audience. The reality is that any marketing technique can harass consumers when misused.
As obnoxious as poorly-used SMS marketing can be, SMS personal messaging happens to be one of the most successful marketing approaches. The art of SMS personal messaging transforms unwanted text blasts into 2-way conversations that connect with consumers authentically.
As a result, your text message marketing can become the leading revenue driver for your brand.