Simple tips to create a successful SMS marketing campaign

Nowadays, people require every bit of information quick and at their fingertips. Due to the mobile phone revolution and increasing usage of smartphones, mass communication has reached new dimensions altogether. From the marketing point of view, this new media can be effectively used by internet businesses to target the potential and existing customer base very effectively and easily. One tool that is highly effective in this regard is SMS marketing.



Informational and advertising SMS have been used for quite a long time for marketing purposes. However, they have increased at a swift pace in the last five years owing to the popularity of smart phones and SMS software. SMS marketing, if done smartly, reaps great rewards for online businesses. Nevertheless, one should not forget that if done improperly, it borders on spamming and negative marketing. Hence, certain basic tips should be kep[t in mind for planning and implementing a successful text message marketing campaign.



• To start with, get the legal permission and technical setup done right: This is a basic requirement to be done. The marketer has to obtain a “shortcode”, which is basically a combination of keywords, which are highlighting your brand or product. In addition, since this is a form of advertising, the campaign planners have to understand and follow the rules set by Wireless Application Service Provider's Association (WASPA).



• As mentioned earlier, text message marketing can border towards spamming and irritating marketing practices. It is therefore advisable to seek prior permission from the receivers or target mobile users regarding the sending of messages.  For example, an ad- SMS like following- "Get exciting discount offers on all purchases at XYZ store. To avail the discounts, SMS DISC to 0x000". It is always advisable to obtain permission of the users before they are being targeted as potential customer.

• Frequency and time: The number of SMS sent and the time at which they are sent make a huge difference to an SMS campaign. Messages should be sent at regular intervals and not at one time.  Moreover, it is also important to send text messages at specific times when the user will at least care to read them.



• Right target audience: If you do not know your target audience, the campaign will go haywire and aimless. Prepaid service SMS are best for the college goers, whereas SMS advertising and Mobile Apps will best suit smartphone users.

• The "Unsubscribe" option: Every SMS campaign should provide the customer with an option to discontinue or unsubscribe to the messages. This may sound different, but in reality, it provides a level of transparency and trust from the marketers' side, that they wish to persuade and inform, NOT to coax or force. This is also in accordance with certain rules set up by the mobile associations.



SMS marketing is one campaign, which has reach, frequency and impact. Through proper channels and efforts, it can prove to be a great advertising and communication tool for marketers.