How to use SMS marketing to increase conversions

SMS marketing conversion rates

SMS is a failsafe option for marketers and the reality is that it gets the job done. People want to do it all from their phones – communicating with loved ones, completing work and organizing their lives all take place on their phones. So, why wouldn’t they also want to buy and pay for the goods and services they need via their phones too? What are some of the tactics you can implement in your SMS marketing to increase conversions? And what is it that makes SMS so special anyway?

Related: SMS 2 way: How 64% of your customers prefer communicating

What’s the deal with SMS marketing?

SMS has been around for many years and can sometimes feel like a nerdy teen hugging the walls at their first dance. There are many reasons SMS should step into the center of the dance floor and receive the recognition it deserves.

Open rate. SMS enjoys a near-perfect open rate of 98%. This means that if you want your marketing messages to be read by consumers, and of course you do, then SMS is the way to go. In comparison, emails are only opened 22% of the time. Another statistic is that SMS response rates are 45% compared to the average email response rate of just 6%.

Time to open. Not only are nearly all SMS messages opened, but they’re also typically read within 90 seconds of being sent. The notification ping makes them hard to ignore. In addition, more people have mobile phones capable of opening SMS than email.

Low cost. Bulk SMS marketing costs significantly less than other advertising options like radio or TV. Low cost combined with the staggeringly good open rates makes it one of the best options for return on investment (ROI) that you can find.

What can you do to increase conversions?

There are several things you can do to improve your SMS marketing. The most important point to remember is to think like your customers and to keep in mind how they normally interact with their mobile phones. Here are some tips on how to improve your messaging.

Make signup simple. Add the option to include a cellphone number and opt-in agreement to the existing signup forms on your site. Another option is to ask users to text a keyword to a special number.

How often you send SMSes. It’s agreed by industry experts that SMS marketing messages shouldn’t be sent as regularly as emails. About two to three times per month is the agreed number for best practice.

Use trackable short URLs. Most SMS marketing messages will include links to your website. Ensure that you can track these visits from your SMS by using a trackable link service like Bit.ly.

Use one call to action. Keep your messages simple and limited to one topic. Using one clear call to action will make learning more about your product or service easier, and buying more attractive to customers.

Opt for a service that allows replies. A major frustration of using SMS for marketing purposes is that consumers aren’t able to reply to messages. By using a bulk SMS service which allows for replies, you will ensure more conversation. If you’d like more information, download our guide for how your CRM program can be energized by using two-way SMS. Importantly, you must have sufficient staff to monitor this form of communication.

Study SMS reports. You’ll need to track how many messages are delivered, bounced, opened and blocked. This will help you to keep your list updated, ensuring you aren’t paying for messages which aren’t being received.

If you’re interested in learning more about how SMS can help you engage and interact with your customers, visit our SMS Platform page and sign up for a free account.