On a daily basis, customers only open about 20% of emails. However, according to Hatch, 95% of texts are open and read within the first three minutes. With faster open and response times, you increase your opportunity to close more sales. SMS marketing gives your message the best chance to be seen, so you do not want to waste this opportunity. Here are three tips to get the most out of your SMS marketing.
Know what your customer wants
Your text messages must be relevant to the customer’s needs. If you want them to take action when they see your text, you have to put yourself in the customer’s shoes. Ask yourself, “What are their desires, pain points, and preferences?”
For example, many homeowners visit a contractor’s website because they want to schedule an appointment to learn about available services. But it can be frustrating for customers if they are overwhelmed with too many irrelevant messages. It is also frustrating for a homeowner when they do not hear back from contractors during storm season, for example. It becomes a hassle, and they will move on to the next contractor. Recognizing pain points like this helps you to set up your SMS marketing campaign with relevant messages to get their attention without overwhelming them.
Talk about the benefits
Every business is required to have the customer opt-in to receive text messages. So there needs to be something in it for the customer. They only care what you can do for them. So, what services can you offer that would make a homeowner want to receive text messages from you?
Some examples include promoting ongoing sales/discounts, branding your business through mission statements, or bragging about your efficient appointment setting process. Whatever the message is about, show the customer how you offer value.
Make sure all messages sound like they are coming from a real person. Make your messages personal, and use wording that is easy to understand.
Include a Call to Action
Make it obvious what action the customer should take after reading your text message. For example:
- “Click here if you need to cancel or reschedule your appointment.”
- After the job is complete, “Thank you for working with us! Let us know if you need anything else. If you are pleased with your new renovation, please give us a quick review here.”
- Create specific messages to walk the customer through each step – from requesting an appointment, confirmation, and a follow-up.
Half the battle in reaching out to leads is getting them to see your messages in the first place. SMS marketing takes care of that. It is your job to handle the rest.