10-Point Checklist for Successful SMS Marketing Campaigns

In an era when instant communication reigns supreme, SMS marketing stands out as one of the most effective ways for businesses to connect with their audience. The key to a successful SMS campaign lies in strategic execution. That’s why we’ve crafted this practical 10-point checklist designed to guide you through every step of your SMS marketing journey. Let’s dive in and transform your SMS strategy into a powerful business tool!

Set Goals & KPIs

“SMART” goal setting is widely used for successful campaigns, and for good reason. While it seems everyone knows how to set and achieve SMART goals, it’s helpful to be reminded of these metrics’ value.

“SMART” stands for Specific, Measurable, Achievable, Relevant and Timely.

• Specific: “Increase sales,” “get more signups,” and “improve brand awareness” are just wishes. There’s no clarity on what exactly “increase,” “more,” or “improve” actually mean. However, “increase sales by 15%”, “get 500 more new signups,” or “improve brand awareness by reaching 2,000 more users” add a clear goal framework.

• Measurable: How do you know your campaigns are successful if you don’t track your results? Using tools like coupon codes and website analytics help assess your marketing reach. 

• Achievable: “Get 1,000 repeat purchases” is a specific goal, but it might be unrealistic if you only send your message to 1,000 subscribers. Determining your average conversion rate helps you understand how many impressions or offers you need to generate to reach your desired number.

• Relevant: Your goal should align with your overall business objectives. There’s no point in increasing email signups if you’re not investing resources to generate and distribute quality email content.
• Timely: Don’t start a campaign without an end date in your mind. You can always extend or re-run your campaign length if you are unsatisfied with the results, but determining an initial duration helps designate resources and set reasonable expectations.

To effectively measure the success of your SMS marketing campaigns, it's crucial to track specific Key Performance Indicators (KPIs). Here are some practical examples that can help you assess your campaign's performance:

1. Click-Through Rate (CTR)
   Example: If you send a promotional text to 1,000 subscribers and 150 of them click on the link provided, your CTR would be 15%. This metric helps you gauge how compelling your message is and whether your audience is motivated to take action.
2. Sales Conversion Rate
   Example: If your SMS campaign leads to 50 purchases out of 500 messages sent, your sales conversion rate is 10%. This KPI directly ties your SMS efforts to revenue generation, helping you determine the effectiveness of your calls to action.
3. Opt-Out Rate
   Example: If 20 subscribers unsubscribe from your list after sending out a campaign to 1,000 contacts, your opt-out rate is 2%. Monitoring this metric helps you assess the relevance and appeal of your content; a high opt-out rate may signal a need for content adjustment.
   

Create an Offer 

Once your goal is set and you have the resources to achieve it, creating an attractive marketing offer is the next step in enticing customers to convert. 

You shouldn’t make the same offer across all your communication channels. For example, suppose you post the same promotional message on social media, email and SMS. In that case, you’re not taking advantage of each channel's unique attributes and you risk alienating potential customers.

Make Your CTAs Clear

What do you want your customers to do? Creating a concise, easy-to-understand call-to-action helps customers know how to proceed. Examples of clear CTAs include:

• Buy Now
• Sign Up
• Order Here
• Subscribe
• Try for Free

Effective CTA Phrases

1. “Shop Now”
   Simple yet powerful, this direct phrase encourages immediate action.
   Example: “Don’t miss out on our 20% off sale! Shop Now!”
2. “Claim Your Offer”
   This phrase creates a sense of urgency and exclusivity.
   Example: “Limited time only! Claim Your Offer before it’s gone!”
3. “Get Started”
   Ideal for service-based businesses, this phrase invites users to take the first step.
   Example: “Ready to transform your space? Get Started today!”
4. “Join Us”
   This CTA fosters a sense of community and belonging.
   Example: “Join our loyalty program for exclusive deals! Join Us now!”
5. “Text ‘JOIN’ to 12345”
   A clear instruction that guides users on how to take action directly via SMS.
   Example: “Stay updated! Text ‘JOIN’ to 12345 for news and offers.”

Segment Your Audience

No matter your niche, it’s unlikely that all your customers match the same profile. For example, your customers probably belong to different age/gender groups, are unique in their preferences or live in different locations. 

Segmenting your audience allows you to create personalized offers that customers can relate to in their journey. For example, if you send the same mass text to 2000 people, you might have less engagement than if you sent a targeted message to only 500. 

Sending irrelevant or generic SMS messages to your audience can hurt your ROI and push customers away. 

Test, Monitor and Take Action

Once your campaign has launched, you can start tracking analytics to see how your message performs. You should analyze the metrics of open rates, click-through rates (if your message includes a link), and unsubscribes. Subscriber engagement will show whether your offer “landed” with your target audience.

Make Sure Your Website is Mobile-Friendly

If you plan on linking to your website via text message, it’s crucial that your site is mobile-friendly. What works on desktops doesn’t always translate well to mobile devices like smartphones or tablets. Here are some key aspects to focus on to ensure a seamless user experience:

1. Mobile-Friendly Design
   Ensure your website has a responsive layout that adapts to various screen sizes. A responsive design not only improves aesthetics but also enhances usability, making it easier for users to navigate.
2. Page Speed Insights
   Slow-loading pages can kill a campaign in seconds. Use tools like Google PageSpeed Insights to evaluate your site’s performance and make necessary improvements. Aim for a loading time of under three seconds; users are likely to abandon a site that takes too long to load.
3. Clickable Button Design
   Make sure your buttons are large enough and easy to tap on mobile screens. Ideally, buttons should be at least 44x44 pixels, allowing users to click without frustration. Use contrasting colors to make buttons stand out and clearly label them with actionable text.
4. Readable Text Size
   Text that’s too small can be unreadable on mobile devices, leading to a poor user experience. Ensure your font size is at least 16 pixels for body text, and consider using larger sizes for headlines. Also, maintain adequate line spacing to enhance readability.
5. Test Before You Launch
   Always test your mobile site on various devices before launching your campaign. This includes checking the functionality of links, buttons, and forms. A quick trial can help identify any issues that could negatively impact the user experience.

Manage Subscriber Replies

Your campaign may include asking for short replies or feedback from your subscribers. It’s a great way to engage them and ask for a small action that could lead to a more significant final step. 

For example, “On a scale of 1 to 10, how likely are you to recommend our product (or tell your friend about it)?”

Be Data-Driven

Don’t start any campaign without having unbiased and dependable statistics. Just like using SMART goals, use data to interpret results rather than guesses or hunches. Analyzing campaign results and running A/B tests help improve future campaigns and user engagement.

Align Your Messaging With Your Overall Marketing Strategy

While you shouldn’t promote the same offer across all your marketing channels, your tone of voice, value proposition and brand image should be the same.

Every campaign you launch should create continuity while supporting your marketing vision. 

Partner With the Right SMS Messaging Platform

An SMS marketing platform might sound like just a tool that delivers your message to your subscribers. But that’s only the technical aspect.

For example, Textedly allows you to add pictures and links to your SMS campaigns, employ two-way conversations and track analytics with a user dashboard. It also allows you to segment your subscribers and schedule your marketing messages whenever you want.

DO’s and DON’Ts of Successful SMS Marketing Campaigns

Here are some helpful DO’s and DON’Ts to remember before you start your SMS campaigns.

DO Make Your Messages Personal

The content of your messages is crucial. However, more is needed to engage your audience. For example, addressing people by name and offering them something they need or will want makes your audience feel that you genuinely care about them.

DON’T Spam Your Audience

Are you engaging your audience or engaging your audience? A common mistake made by many businesses new to SMS campaigns is spamming their customers, thinking that the more messages they send, the larger their open rate will be.

If you want to get the most out of your SMS marketing campaign, refrain from overwhelming your audience. Put yourself in their shoes and imagine how you would feel if you constantly received messages from the same sender. Pretty annoyed, right?

The fact is that people will ignore your messages if there are too many of them. That is why the first step in achieving great SMS open rates is to carefully decide the proper amount of texts you will send and make sure they are truly relevant.

DO Create Engaging Messages

If your message is boring or irrelevant, most people won’t even bother to read it – or worse yet, unsubscribe from your texts. 

Ensure your content is brief and to the point, and include information that’s engaging and relevant to their current situation. 

Many businesses use text messaging to provide customer service and delivery status notifications. But what about weekly news and tips written in a way that highlights the unique selling point of your products and services? Or contests and loyalty programs? 

DON’T Text at the Wrong Time

In SMS marketing, timing is everything. Among all communication channels that deliver messages in real-time, SMS is the most immediate. The number of mobile phone users exceeds the number of internet users, enabling business text messaging to beat both social media and email marketing. 

However, the fact that you can engage a prospect at any given moment doesn’t mean you should. Some texting times are more effective than others.

Read more on the Best Time to Send Business Text Messages to learn which days and times customers are most receptive!

DO Be Consistent

Consistency is key. If a customer has entrusted you with their phone number, they expect something valuable in return. Therefore, establish a predictable text cadence with your customers, so they know what to expect and don’t feel annoyed or underwhelmed with your communications.

Read 7 Business Texting Etiquette Rules.

DON’T Skimp on Tools

Text message marketing is one of the easiest strategies to employ, especially with the help of automation tools.

A reliable texting service for business includes more than a phonebook and a mass group texting feature. We’ve seen how time-sensitive SMS marketing is, which also requires scheduling and automation. Features like automatic replies, two-way messaging, free incoming texts, multimedia messaging services (MMS), and analytics make digital marketing campaigns almost foolproof.

Run Successful SMS Marketing Campaigns With Textedly

Utilizing our 10-point checklist for successful SMS marketing campaigns is essential for maximizing your return on investment (ROI). By focusing on clear CTAs, mobile optimization, and robust data analytics, you can create impactful campaigns that resonate with your audience and drive meaningful engagement.

With Textedly, you have a powerful platform at your fingertips that simplifies the SMS marketing process. Its intuitive dashboard allows for real-time tracking of your campaign’s effectiveness, enabling you to make data-driven decisions and continuously refine your strategy. Plus, features like A/B testing and mobile-friendly templates ensure that your messages not only reach your audience but also encourage interaction.

SMS marketing has never been easier with Textedly.  Sign up for a free Textedly trial today!