The Dos and Don'ts of SMS and MMS Marketing

However, like any marketing strategy, SMS and MMS marketing requires careful planning and execution to be effective. By following these best practices, businesses can create successful SMS and MMS marketing campaigns that drive engagement, build brand awareness, and ultimately lead to increased sales and revenue.

Let’s first explore the Dos of SMS and MMS Marketing:

Obtain Consent Before Sending Messages

One of the most important aspects of SMS and MMS marketing is obtaining consent from the recipient before sending any messages. This is not only a best practice but also a legal requirement under the Telephone Consumer Protection Act (TCPA). The TCPA requires businesses to obtain written or electronic consent from consumers before sending any marketing messages via SMS or MMS.

There are a few ways to obtain consent from consumers. One common method is to have customers opt-in by texting a keyword to a short code. For example, a restaurant might ask customers to text the word “DEALS” to a short code to receive weekly promotional offers. Another option is to have customers fill out an online form or check a box to indicate their consent to receive marketing messages.

It’s important to note that customers must be informed that they are opting in to receive marketing messages and that they have the option to opt-out at any time. Additionally, businesses should keep records of the consent obtained from each customer in case there are any questions or legal issues in the future.

Personalize Messages

Personalized messages can help customers feel valued and can increase engagement rates. There are a few ways to personalize messages. One option is to personalize the message based on the customer’s past purchases or preferences. For example, a pet store might send a message saying, “Hey, it’s been a while since you’ve purchased dog food from us. Here’s a 10% off coupon to get you started.”

Personalization can also extend to the timing of messages. For example, a gym might send a message to customers who haven’t been to the gym in a while, saying, “Hey, we noticed you haven’t been to the gym in a few weeks. Here’s a free personal training session to help you get back on track.”

Include a Clear Call-to-Action

Every SMS or MMS marketing message should have a clear call-to-action (CTA). The CTA tells the customer what action they should take after receiving the message, such as visiting a website, making a purchase, or visiting a physical location.

The CTA should be clear and concise, and it should be easy for the customer to take the desired action. For example, a restaurant might include a CTA saying, “Click here to make a reservation,” which takes the customer directly to the restaurant’s website reservation page. Another example could be a retail store that includes a CTA saying, “Show this message at checkout for 10% off your purchase,” which encourages the customer to visit the store and make a purchase.

Test and Analyze Messages

Like any marketing strategy, it’s important to test and analyze SMS and MMS messages to determine what is working and what can be improved. This can include testing different messaging strategies, such as personalization and CTAs, as well as different message frequencies.

Analyzing the data from SMS and MMS marketing efforts can help businesses determine the ROI of these efforts and adjust their strategies accordingly. It’s important to track metrics such as open rates, click-through rates, and conversion rates to determine the effectiveness of each message.

What about the Don’ts of SMS and MMS Marketing?

Sending Messages Too Frequently

Sending messages too frequently can annoy customers and lead to them opting out of receiving future messages. Additionally, sending too many messages can make customers feel like they are being spammed, which can damage your brand’s reputation.

The frequency of messages will depend on your business and the type of messages you are sending. For example, a retail store might send weekly promotions, while a restaurant might send daily specials. It’s important to find the right balance and to monitor customer responses to ensure that you are not sending too many messages.

Use SMS or MMS Marketing as the Sole Marketing Strategy

While SMS and MMS marketing can be an effective marketing strategy, it should not be the only marketing strategy used by a business. It’s important to use a variety of marketing strategies, including email marketing, social media marketing, and traditional advertising, to reach customers.

Additionally, SMS and MMS marketing should be used strategically to complement other marketing efforts. For example, a business might send a follow-up SMS message to customers who made a purchase after receiving an email promotion.

Send Messages Outside of Business Hours

Finally, it’s important to be mindful of when messages are being sent. Sending messages outside of business hours can be annoying to customers and can lead to them opting out of receiving future messages. Additionally, some customers might view messages sent outside of business hours as invasive or even disrespectful of their personal time.

The best practice is to send messages during normal business hours, typically between 8 am and 8pm, local time. This ensures that messages are received when customers are likely to be awake and available to act based on the message.

SMS and MMS marketing can be an incredibly effective way for businesses to reach customers with timely and relevant messages. However, it's crucial to understand and adhere to best practices to ensure that these efforts are successful and don't result in legal or ethical issues.

It's also important to use SMS and MMS marketing as part of a broader marketing strategy that includes a variety of channels, such as email and social media marketing. By using these tools together, businesses can create a cohesive and impactful marketing campaign that reaches customers across multiple touchpoints.

By following these best practices, businesses can create successful SMS and MMS marketing campaigns that drive engagement, build brand awareness, and ultimately lead to increased sales and revenue.