Courtesy of the lovely Claudia Klein......
I am not a relationship councillor or a dating expert, but what I do know is when you start to get to know a person, you handle your communication with extra care. That same level of care should be implemented in SMS marketing. In this post I'll discuss SMS best practices in the metaphor of dating: Dress to impress and don’t come across desperate!
1 . Don’t be that guy that ends up in the block list
SMS is not just another communication tool to send out bulk information to your database. SMS is a private communication facility that is provided to you with trust. Like dating, only message a person that has given you their number. Wouldn't it be really "odd" to receive an SMS from a total stranger? This is the same with business SMS. Don’t be that guy that ends up on the ignore, or worse off, the block list!
Note to self: Would they expect your text message? Would they SMILE receiving your text message?
2. Add value
Impressing someone after your initial contact requires texting an “impressive” SMS to ensure them texting back! Ensure that your message contains valuable information. In the case of Business SMS, you want to ensure that they will want to complete the required Call To Action and that your message will benefit the recipient, whether the information is promotional or educational – be relevant!
3. Correct timing
When is the right time to SMS after the initial phone number exchange? Do you text the same night, wait till the next morning or even the next day? Texting a person at 3.00am might be very annoying. However, it is different in every context and there is no right or wrong.
As in a business-customer relationship, depending on the purpose of your SMS, ensure that your recipient would not be bothered by receiving your message at that hour. Usually the right times are within business hours but then again, if you are running a restaurant or bar and would like to send a notification about their reservation for 10 pm to notify that they won a free bottle of wine, then that would be OK.
4. Don’t come across desperate
Mind your frequency: too much may come across desperate for attention, too little may come across that you do not care. Don’t have to explain much here.
In both business and dating, sending an appropriately timed, informative and engaging SMS is a sure-fire way to either make or break the relationship before it even starts – treat it with respect.
SMS marketing is a very powerful tool in customer engagement when used correctly. It is a very private communication platform so take the above points into consideration. The relationship can be ruined by simply using SMS the wrong way.
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