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How to Increase Click-Through Rates with SMS Surveys

  BONUS MATERIAL: The Psychology of SMS Marketing

As of 2018, Americans sent and received an average of 94 text messages per day. Needless to say, it’s a preferred method of communication for millions of people. That’s one reason why SMS surveys have become so popular for businesses. In fact, it’s a form of marketing that is actually widely accepted by consumers, with 86% of US consumers opting in to receive SMS notifications.  

SMS marketing has a high open rate — anywhere from 90-98%, which likely has to do with people’s perceptions of texting. They don’t often see it as advertising because they’re so used to receiving multiple texts in a day.  

SMS surveys are a great way to get valuable data and insights from your target audiences. But a survey is only worth its weight if the person receiving it actually clicks through and completes it.  

So, it’s not enough to simply send out SMS surveys and hope for the best. Instead, your focus should be on how you can influence a consumer to click on a survey and keep their attention long enough to complete it. 

Let’s look at a few strategies to make that easier.

Be as Personal as Possible

People are inundated with thousands of advertisements every single day. As a result, many people have been able to tune out traditional forms of advertising. When it comes to digital marketing, this is sometimes known as “banner blindness,” in which a user can completely ignore advertisements on a website or social media.  

One of the benefits of SMS marketing is that it already feels more personal. But you can take things one step further by:  

  • Using language people can relate to
  • Keeping your words simple and to-the-point
  • Defining a clear Call-to-Action (CTA)

Another great way to be more personal and gain the attention of mobile users is to develop your own app. Creating a mobile app for your business can help you to connect with customers and potential followers, and you can build surveys right into the app itself. It allows you to show off your business’ personality, and you can encourage users to complete surveys by offering incentives like a percentage off of a product, free shipping for items, or an entry into a contest or giveaway.

Step Away from Social Media

There’s no denying the importance of social media when it comes to any successful marketing campaign. So, don’t think you should take a leave from your social media platforms entirely. In fact, you can use social media analytics and data from platforms like Facebook to learn more about your audience’s content preferences, so you can adjust and fine-tune your SMS surveys based on what your followers are interested in.  

But, again, the best marketers find ways to break through the noise of everyday advertising in order to reach more people. One way to do that is to focus more attention on your SMS marketing for your brand. SMS surveys can be a great way to create a referral program for your business. Word-of-mouth advertising simply can’t be beaten.  

In fact, 92% of all consumers trust references from friends and family. By asking those who complete your surveys to share with their friends and family, you can create a word-of-mouth campaign through text. Again, this often feels more personal to people, and since most individuals send nearly 100 text messages each day anyway, they are more likely to pass on your business’ information.  

So, while social media is certainly important for brand-building and advertising, don’t be afraid to step outside the box and put more focus on SMS to gain more feedback and more referrals.

Send Follow-Up Messages

There is a difference between spamming the people who opt-in to your messages and offering a friendly follow-up. Keep in mind that because people receive so many texts in a day, it’s easy for them to forget about the one you sent. Maybe they had every intention of completing your survey when they had more time, but they lost track of it. For others, it can take just a bit more nudging to get them to actually click through and complete your questions.  

A good rule of thumb is to schedule out your follow-up messages with enough space in between. The last thing you want to do is annoy or overwhelm your customers. Try sending a follow-up a few days after your initial text, and then after a week, and a month.  

If you have sent three or four messages and haven’t gotten a response, it’s best to leave that customer alone. Your efforts can be put into the people who do respond. Plus, if you keep bothering those individuals who don’t, you’re more likely to turn them off from your business.  

Conclusion 

Mobile advertising is likely to continue to grow. Millions of people strictly use the Internet on their phones, so marketing on a device that is already in the palm of someone’s hand is a great way to get attention.  

Keep some of these tips in mind to not only encourage your opt-in users to click through on your surveys but to complete them, so you can receive the best data possible to keep your business growing.

 

Frankie Wallace is a freelance writer from the Pacific Northwest. She writes about a variety of topics including marketing, and spends most of her spare time in her garden.

Frankie Wallace
2020-07-20 00:00:00 UTC
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