How To Integrate SMS Messaging With Your Email Campaigns as a Final Push to Drive Sales
So, you’re thinking about adding SMS to your marketing mix? In a world where 913,242,000 texts are sent every hour of every day (Domo), it’s no wonder savvy marketers are turning to texting, or SMS marketing, as an effective way to not only communicate to their audiences, but to get the results needed to increase their revenues as well—by staggering numbers.
When implemented right, marketing texts, on average, garner a 98% open rate. (Mobile Marketing Watch) (Just remind yourself how often you check your phone for the next text that may come in.) And, in addition to the insane average open rate, statistics show that effective text campaigns also generate a 45% response rate. (MarTech)
With these percentages, who wouldn’t want to give SMS marketing a try?
SMS marketing results are phenomenal, and here’s why: When we receive a text, it’s personal. Normally, we get texts from people we know, like and trust. And human nature encourages a response to those personal messages. So, by nature, people do just that. They respond. Plain and simple.
Now, before you go throwing your current marketing babies out with the bathwater, it’s important to remember that good marketing requires a mix, and SMS is just one ingredient you can add to compliment your current marketing strategies and tools to maximize your results and get that boosted ROI your business needs.
While there are lots of ways to integrate texting into your marketing strategy, these are a few that you can implement easily to encourage your audience to act, so let’s dig in.
Step 1: Find a good company that offers an SMS marketing integration tool.
I like Fix Your Funnel and PlusThis. Both offer a great mix of goodies and add-ons that will perfectly compliment pretty much any marketing technology stack. Relative to Infusionsoft, each of these tools also have the capability to apply tags to your leads based on responses given for behavior-directed segmentation—a must-have for Infusionsoft marketers.
Step 2: Get the tool implemented correctly.
Installing the tools is a fairly easy process. Most SMS companies offer free training on how to get it set up.
Step 3: Develop your SMS marketing strategy.
Every good marketing plan begins with a good, solid strategy. When combining texting with your email strategy, your emails promote your offer, in addition to other strategic applications, your texts can be used as the final push to get your customer to buy, enroll, or take some sort of action. One of the beauties of texting is that it is real time, and texts can grab your leads at the critical moments your potential customers are most likely to buy or act.
Keeping in mind that it is best practice to only send text messages to those people who opt in for them, below are some ways to use SMS CTAs as part of your overall strategy. They’re categorized by business type and can be used to generate fast action from your leads and current customers.
Step 4: Craft your message.
Create short, personalized messages that drive actions toward your offer, relative to your strategy. Each message should drive only one action: Buy, click, register, listen in, etcetera. Write these messages like you’d be texting a friend, with short, subtle and to-the-point calls to action.
Brick and Mortar
“Hey Karen! Just a heads up–we just got a new shipment of gorgeous dresses. Mention this text at checkout TODAY ONLY for 15% off your entire purchase. They’re already selling fast, so come down soon!”
“Hey John, We’re giving away a free travel-size set of Aveda shampoo and conditioner when you book your next haircut, but TODAY’s the last day to get it. Book your appt before we run out. -Carrie”
“Hey Chris, get 15% off your entire purchase TODAY ONLY when you use coupon code BIGSALE at checkout on mystore.com (linked URL) Happy shopping!”
Once someone make a purchase, you can send an automated text thanking them with a coupon code they can use for their next purchase.
Send this out right before lunch:
“Hey Dave, Our savory garlic and basil marinara sauce is bubbling and almost ready. Come on in, and present this text to your waiter for a FREE order of garlic cheese bread.”
It’s the last day of your product launch. Use this text to compliment your email sequences.
“Hey John—Real quick, today’s the last day to enroll in my program and still get all the bonuses–didn’t want you to miss out. Use this coupon code at checkout for one more awesome bonus. It’s only for people who join today: IMSPECIAL”
With an option to opt-in for text reminders on your webinar registration page and automated emails that include your join link, use this copy for a webinar reminder:
“Hey John, the webinar is starting in 5 minutes, and I just emailed you the join link. We’re waiting for you to jump on.”
In a different scenario, let’s say you’re an influencer in your industry, and you’re doing a public speaking engagement. Texting can be a very effective way to generate leads from the stage. Have a slide in your presentation with an opt-in bonus. Maybe you’re speaking on a topic to drive sales of your paid course. You can give away a splinter of the course as a bonus (or some other bonus) to those who opt-in.
Before you’re finished speaking, put up a presentation slide that reads:
To get the FREE introduction section of my (awesome course), text MYBONUS to 555-345-3456.
Then, here’s how the text conversation goes:
“Hey, thanks for requesting my free course introduction. What’s your first name?”
“Hi John. What’s the best email to send the link to the course to?”
“Awesome. It’s on its way. You’re going to love it.”
The key is to make sure your presentation slide is up long enough for everyone to opt-in (about 10 minutes or so). You now have a room full of new leads who are interested in what you have to offer, all snug in Infusionsoft.
Step 5: Do some testing.
Good marketers try a multitude of tactics, and testing is what helps them pinpoint what works best to drive action and ultimately generate sales and revenue. Create two or three different messages, and see which one drives the most action. But remember, keep it simple, and focus on encouraging a single action that you want your leads to take.
Step 6: Use your best campaigns to scale your business.
Experiment with different messages and audiences, see what works best, and use your best promotions to scale your business and boost your profits. Once you hone in on top performing promotions, continue them for long-term, predictable results. As you launch new products, begin testing your messaging again and repeat the process.
Step 7: Heed the Do’s and Don’ts of SMS Marketing.
Before you get started with your SMS marketing campaigns, it’s important to remember that there are some pretty important unspoken rules that every good marketer must follow with regard to texting. Follow these, and you’ll be on your way to maintaining a great text audience of people who actually want to receive your texts, who are more inclined to buy from you, and won’t opt out.
- The first is simple: The golden rule. Text unto others as you would have others text unto you. 😉 Just remember common courtesy.
- Don’t text your leads too often. Remember, texting is personal. Your messages are in a phone in your lead’s pocket or purse, for gosh sakes. So, respect their space and realize that you are in the same pocket or purse as your lead’s mother, wife, brother, or child who all fill the same phone with texts. The real estate within someone’s phone is sacred territory, so you must treat it that way.
- Don’t text a bunch of blabber that doesn’t doesn’t get straight to the point. Nothing is more annoying than useless texts. In fact, useless texts are probably the fastest way to get your leads to opt-out of your campaign. So don’t send them.
- Don’t send texts at awkward times.
- Use the strategies described above in this download, and be creative. Sometimes, the strangest tactics can bring the best results.
- Use personalization and include your contact’s name whenever possible. People like and appreciate being addressed by name.
- Think about the optimal times your customers buy or act, and limit sending your texts to only those time periods because no one wants to hear about your sale during the dinner hour or late night when they’re trying to sleep.
- Offer your audience the opportunity to opt out, and tell them how to do it. This way, you’re sure not to bother anyone, and those who stick with you are the ones who are really interested in what your business has to offer.
Step 8: Execute your campaign ideas.
If you’ve learned anything here, it’s probably the fact that SMS marketing works very well when executed right. It doesn’t work at all if it’s not executed. Put the execution part on your to-do list, and do it. This is probably the most difficult step to take because it requires your time and focus, and there can be a learning curve.
But, taking the time to execute a good SMS marketing plan can be one of the smartest moves you’ll ever make in your business, and it can help move your business forward in awesome ways. If you don’t have the time to create and execute a good SMS marketing plan, I’m here to help you.