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How to Optimize Your Marketing Funnel with SMS

  BONUS MATERIAL: The Psychology of SMS Marketing

Even though modern marketers can work with different channels, SMS remains a very useful channel that can help you increase conversions. Almost everyone owns a mobile phone, and people tend to spend a lot of time on their phones. As a result, SMS marketing demonstrates good engagement rates.

According to research, text messages’ open rates reach as much as 98%, which is great compared to other channels. For instance, an average open rate for marketing emails is about 23%.

Although SMS marketing can be very effective, many businesses tend to downplay its role when planning their strategies. Some marketers decide to focus their efforts on other channels and ignore the benefits of this approach, while others are often afraid to use it.

The thing is that, if you’re planning to use SMS in your campaign, you should make sure that your strategy meets certain requirements. For instance, the Telephone Consumer Protection Act requires American businesses that send spam messages to pay up to $1,500 in fees for each one of them.

The good news is that your campaign doesn’t need to violate the TCPA rules to be effective. The more relevant and personalized your text messages are, the more likely they will fulfil their purpose and improve your conversion rates. You should target the right audience and make sure that your SMS campaign is not only promotional but also useful for your potential customers.

We decided to share some of the best SMS practices with you so that you can know what to focus on. But first, let’s consider the benefits of SMS for your marketing in more detail.

Why SMS Marketing Is Important

  • Low cost, high ROI

No matter what method of marketing you choose, you need to invest money into ads. SMS marketing is very cost-effective, which is a reason why it’s a perfect choice for small businesses and entrepreneurs.

  • Automation

If you choose SMS as a marketing channel, you’ll be able to benefit from effective automation. SMS automation can show much better results than other approaches. First, you can automate your SMS campaign entirely. Secondly, even though calls and emails can work as notifications, people are more likely to ignore them than SMS.

  • Flexibility

SMS offers a flexible approach. You can create and deliver your text messages in just a few clicks so you can quickly react to the market trends or your competitors’ promotions.

  • Targeted communication

Your success to a large extent depends on effective targeting, and the permission-based nature of SMS enables you to speak to the audience that is genuinely interested in your products or services.


How to Use SMS for Your Marketing Funnel

  • Use triggered messages

The best way to target your audience is to do it based on their interactions with your brand. Triggered messages enable you to provide a personalized experience so they can increase your sales. When someone purchases your products, you can send them SMS with relevant offers. You can also use your potential customer’s location. For example, if you own a chain of restaurants, you can suggest restaurants that are located nearby.

  • Follow the rules

We recommend that you familiarize yourself with the regulations to make sure that your messages won’t be marked as spam. We suggest that you only send messages to people who have agreed to receive them from your brand. 

  • Personalize your messages

According to research, customers who have received personalized recommendations account for more than 25% of eCommerce businesses’ revenue. Personalized interactions are much more engaging for the recipients, so they are also more effective. We recommend that you segment your audience properly and ask your audience what kinds of updates they would like to receive. This way, nobody will be annoyed by your messages, and they will be more likely to convert. 

  • Choose the right time

As we’ve already mentioned above, SMS marketing demonstrates high open rates. However, if you want people to open your messages, you should make sure to send them at the right time. Given that text messages don’t enable you to emphasize the visual features of your brand, we suggest that you contact your potential customers when they are more likely to use your products. For instance, if your company offers food delivery, you might want to send your SMS during lunch hour.

  • Nurture your prospects

You should not only acquire leads but also nurture them so that they can turn into customers. SMS enables you to strengthen your relationships with prospects because it’s a very convenient way of communication. However, keep in mind that people may not want to receive your text messages as often as emails. You can send emails almost every day, but your audience won’t like to get SMS so often.

According to research, most consumers want to hear from businesses twice a month. Therefore, make sure that you actually have something important to say. For instance, you may want to use informative content instead of an aggressive sales pitch.

  • Create high-quality content

Even though SMS marketing involves strict limits regarding the length of your content, you shouldn’t sacrifice its quality. Moreover, a 160-character limit means that you should use every character carefully.

Here are some tips that will help you create effective content:

Make it clear and straightforward. Be specific about your offers and products so that your recipients can quickly understand what your message is about.

  1. Use your business name.

  2. Include a strong call to action.

  3. Make your messages simple and easy to read. Avoid acronyms, abbreviations, complex terms, and other content that can decrease the readability of your messages.

  4. If you want to emphasize some important words, you can write them in all caps. The main thing, however, is not to overdo it.

  • Use branded links

A 160-character limit doesn’t allow you to use long links. Many businesses decide to use common URL shorteners, but you can use a brand link that will include both your brand’s name and the necessary keyword. Links are also the most noticeable elements so if you include your brand’s name in a link, it will increase brand visibility, make your CTA stronger, and help you build trust because people will see that your link is safe. If you manage to increase trust, you’ll also increase click-through rates by up to 39%.

Wrapping Up

Marketers can communicate with prospects and leads in different ways, and SMS remains a very effective method because text messages have high engagement rates.

You can use SMS marketing at every stage of your sales funnel. Text messages provide numerous opportunities for automation and personalization. For instance, you can send messages based on your potential customers’ behavior, tailoring your SMS campaigns to the interests and needs of each particular user.

Although SMS marketing has been around for decades, it is still effective and relevant. We hope that our tips will help you create SMS campaigns that boost sales and help you build positive relationships with your audience.


Aaron Swain is a writing specialist who is currently working in the writing service reviews company Best Writers Online. He is passionate about marketing and SEO. He expands and improves his skills throughout the writing process to help and inspire people.

Aaron Swain
2020-06-16 00:00:00 UTC