SMS Marketing 101

Marketing through cellphones' SMS (Short Message Service) became increasingly popular in the early 2000’s. In Europe and some parts of Asia, businesses started to collect mobile phone numbers and send off wanted (or unwanted) content. On average, SMS messages have a 98% open rate and are read within 3 minutes, making them highly effective at reaching recipients quickly.[4] (Wikipedia)

You may find this hard to believe, but 75% of consumers are comfortable receiving SMS messages from brands as long as they opt-in to messaging. (Marketing Profs)

Furthering this point, SMS messages have a 98% open rate compared to the 20% open rate of emails. (SMS Comparison)

What’s more, SMS messages have an average click-through rate of 36%, while email click-through-rates are a dismal 3.4%(DSIM)

So, 75% of consumers are comfortable with SMS marketing. If they opt-in, consumers will open 98% of what you send and 36% will click through to your site. Need I say more?

With percentages like this - how do you grow your SMS list?

Be Creative with “Why”:

The biggest issue I see with brands implementing an SMS program alongside their email is they simply duplicate exactly what they do with email. The objective should be to create some differentiation between your email and SMS marketing. Make it exciting for users to sign up. 

Here are some examples on how to be creative:

Early Access - Everyone that signs up will get early access to all sales and offers.

Limited Access or Exclusivity - Reserve SMS marketing for only 10-20% of your total audience. 

Segments -Ambassador SMS, Subscribe & Save, High Value Customers

Creating a narrative behind why they should sign up will drastically increase the number of users who will sign up. 

How to Collect:

Collecting phone numbers is a bit different than email addresses. Given the strict laws associated with SMS marketing, it is an opt-in only service, never opt-out. Here are three ways to collect phone numbers:

Via Shopify Checkout

The easiest way to grow your phone list is to have your customers opt-in during checkout. Most platforms will have the ability to add an opt-in checkbox to the checkout page automatically.

Again, be creative with the language used next to this checkbox. Build some excitement as to why customers should be opting in.

Requesting - No Promotion

Another way to try and gain more phone numbers for your list will be through simply asking for it. This can be achieved through an email sent to your customers, or a pop up on your website. 

To make this request the most effective, you need to provide a reason why they should sign up. For example “Sign up to SMS Marketing to receive offers not available anywhere else!” Or “Be the first to know about new product launches.”

Requesting - Quid Pro Quo

Obviously, the best way to grow your SMS list, a little quid pro quo! Most platforms will allow you to create a pop up with an offer. 

 

I have seen great success with offering anything from 10-20% off their next order if they provide their phone number. A fair majority of list growth has come from this method. Remember- a user's phone number will be much more valuable to you than 10% off their recent purchase.

Disclaimer: It’s not all fun and games. Unlike email, the laws are very strict when it comes to SMS marketing, and the fines are steep! $500 per message sent. 

The Telephone Consumer Protection Act (TCPA) went into effect in 1991. It covers unsolicited calls and texts to cell phones, protecting consumers from unregulated use of their personal information. 

So be sure to read through the terms and conditions of your SMS marketing platforms and all laws associated before implementing SMS marketing into your Shopify store.

Now go and grow.

J