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Let’s face it: Text messaging is a staple in today’s world. In fact, research shows that on an average day, consumers check their text messages more than any other app on their phone. To top it all off, that same research found that over half of consumers check their text messages 11 times a day or more, while only 29% check their email at the same rate. So it’s clear that text message marketing is a must for businesses because it helps you reach customers exactly where they are.
The 2024 Square Future of Customers report found that 82% of global consumers agree that receiving communications from local businesses makes them feel more connected, and 41% of Gen Zers would like local businesses to communicate via text message (followed by 37% for millennials, 34% for Gen X and 23% for boomers).
Investing time and resources into SMS marketing may seem daunting, but it can ultimately have a profound impact on your business and customer experience.
Curious about how to save time on your SMS marketing while maximizing your reach with customers? Here are five ways.
Use campaign templates.
Every marketing campaign is different. Campaign templates make it easy for you to quickly build marketing campaigns around common customer engagement needs, such as sending coupons or announcing new products or services. Square Text Message Marketing allows businesses to automatically insert product images and links from your point-of-sale item library or Square Online site to save time and cut back on the hassle of manually building each component. With each template catered to a specific type of campaign, there’s less room to worry about what key elements need to be included.
However, if the templates don’t match your unique campaign objective, you can always opt for the Custom Campaign template and build your own personalized message to meet the needs of your business and customers.
Take advantage of automation.
Alongside campaign templates, marketing automation software with features built to help you save time creates space for you to look ahead. Research from Oracle also found that those who use marketing automation saw a 14.5% increase in sales productivity. Square Text Message Marketing has features like automated campaigns, campaign duplication, and message scheduling that help minimize the workload and plan campaigns in advance.
Automated campaigns, for instance, only have to be set up once. With campaigns that allow you to send messages to new or lapsed customers, shoppers who have abandoned carts, and more, you can easily set up ways to reach customers based on their behavior and only do the work once (with the ability to adjust as needed). Whenever the customer matches the audience filter of your choosing, an SMS message is automatically triggered and sent. For example, to set up an automated campaign for frequent customers, you can create a filter that automatically sends a reward to customers who visit your business three times in two months. With mapped-out campaigns, you lower your chances of missing key sales opportunities or potentially going over budget.
Utilize performance data and analytics.
Examining how your SMS marketing performs can help you quickly identify what’s working and what can be improved to help you create better campaigns. Click-through (CTR), conversion, open, and opt-in rates are key metrics for SMS marketing. The average rate of each metric is around 20%, 45%, 98%, and 70%, respectively. Because these percentages can vary by business type, consider using these numbers as a guide to help you measure the success of your communications.
Keep in mind that the types of campaigns that work best can also help you save time. For instance, if you notice a consistently high CTR in SMS campaigns on product announcements in comparison to other campaigns, consider tailoring your SMS efforts to a specific campaign type.
Repurpose email sends.
Even with the rise of SMS marketing, email campaigns are still relevant. To help save time, consider repurposing the content within your email campaigns for your SMS efforts. With the average CTR for email being 3% (in comparison to the average SMS CTR of 20%), repurposing your messaging can help ensure you reach customers regardless of the channel.
For instance, if you’re having a big sale, an email marketing campaign can be used to share details such as the store location, specific sale items, and more. To repurpose the messaging for SMS, you could send out an SMS message in the last hours of the sale, emphasizing there’s limited time left and items are going fast. According to research, one-third of customers engage with the CTA of an SMS message, and 47% of them will make a purchase. Strategically leveraging this opportunity can help drive sales and increase engagement with your brand.
Do more with less.
With some SMS marketing tools, there’s an opportunity to reach more than just the customer on the other side of the phone. Tools like Square Marketing let you automatically request a Google review after a customer makes a purchase, expanding your reach and saving you the time it takes to do it on your own. Over 60% of consumers are likely to leave a review if the business asks for one, and 93% of consumers have based buying decisions on an online review.
Using this feature can also help you understand how customers feel about your business and areas for improvement, which can work to improve customer satisfaction and the overall experience, potentially leading to further sales.
When utilized strategically, SMS marketing can be a powerful driver for businesses. It can also help further other marketing efforts on your website, social media platforms, and email campaigns. To learn more about how to boost your marketing, dive into our marketing bootcamp series and grow your audience.
