SMS marketing is more complex than just sending text message blasts to promote new products and services. A successful text message marketing strategy leverages the power of SMS remarketing to recapture cold leads and engage with an existing audience to increase lead conversion, sales and overall brand awareness.
With SMS open rates reaching 98 percent within three minutes of receiving a message, businesses that aren’t investing in SMS retargeting can miss out on new leads and lose revenue. By learning how to implement SMS remarketing in your marketing messages, you can watch your lead conversion rates and sales soar.
What Is SMS Remarketing?
SMS remarketing uses text messages to reconnect with consumers that have already interacted with a brand, often with:
- Abandoned cart reminders
- Review requests
- Product recommendations
- Special offers
- New product promotions
Ideal target audiences for SMS remarketing include:
- Existing customers
- Former customers
- Site visitors
- Email or SMS subscribers who have never made a purchase
You most likely already have the contact information of your existing and former customers, so SMS remarketing is the simplest way to regain their interest. However, if you want to target site visitors or new customers, you’ll need to get their phone numbers and obtain express written consent in order to legally send marketing SMS text messages.
Because an active SMS remarketing strategy requires these extra steps, you might be wondering if it’s worth the effort. Research shows that SMS marketing is far more effective than just email and online advertising. While the average conversion rate for online ads is around 4.4 percent, the click-through rate for SMS marketing messages is 19 percent, making it one of the best ways to generate leads.
Some other benefits of SMS remarketing are:
- Larger subscriber list
- Higher lead generation and conversion rates
- Increased sales
- Long-lasting relationships with customers
- Increased brand loyalty
- Better brand awareness
If you want to actually connect with consumers and make sure your marketing messages are heard, then consider using SMS retargeting to reach new leads via text.
The first (and most important!) step to get started with SMS retargeting is to get your customers’ phone numbers and permission to text them.
1. Get Phone Numbers
As SMS marketing becomes more popular, it is now easier than ever to collect phone numbers from your customers and site visitors.
A reliable way to grow your SMS subscriber list is to ask your customers to share their phone numbers and sign up to receive texts from your business. Because you can do this in-store or as part of the online checkout process, you’re sure to get more phone numbers quickly.
You can also give your customers a reason to sign up for your SMS marketing list by presenting a one-time offer after they sign up. This can be anything from a discount on their next purchase or a free sample or add-on service the next time they visit your store.
2. Obtain Express Written Permission
SMS marketing is an incredibly lucrative opportunity, so it’s important to ensure that you’re doing everything by the book. SMS compliance is taken very seriously, and respecting your customers’ privacy will go a long way with protecting your brand’s reputation.
Obtaining express written consent from your customers can be as easy as asking them to fill out a form to sign up for texts. Some brands send a double opt-in message asking consumers to reply YES via text to confirm they want to receive text marketing messages.
3. Create Your Retargeting Campaigns
Compared to more general SMS marketing, an SMS remarketing campaign is completely personalized to the customer. Here are some best practices to help you create an SMS retargeting plan that attracts customers without being too pushy.
- Focus on list segmentation: Segmenting your SMS subscriber list based on previous purchases, interests or demographic information is the best way to ensure your messages are targeted to the right audience.
- Include a call-to-action: Make it easy for your subscribers to take the next step by sharing a link to make a purchase, leave a review or check out new releases. Customers should see the benefits of your SMS marketing messages right away so they’ll stay subscribed.
- Ask questions: Whether you’re looking for information from customers or collecting feedback about previous purchases, you should use questions in your marketing messages to prompt customers to respond. Start simple with yes or no questions or by asking them to rate a product or service on a scale of 1 to 10.
4. Save Abandoned Carts
Cart abandonment is one of the biggest hurdles for ecommerce brands to overcome. According to 2019 data, the average global shopping cart abandonment rate is over 69 percent — that accounts for $18 billion in lost revenue every year!
Fortunately, reminding customers to complete their purchases is very simple, especially if you already have their phone number and permission to text them. Many ecommerce platforms can be configured to automatically send text messages when someone abandons their cart.
Mobile online shopping has the highest cart abandonment rate at over 85 percent, so reaching customers on their phones is critical to converting them. Consider offering a limited-time discount to incentivize customers to complete their purchases.
5. Promote Sales
Although the most successful marketing campaigns are tailored to their audience, that’s not to say that a more generalized approach isn’t effective. In fact, text blasts are a convenient way to reach consumers, who spend an average of 3 hours and 43 minutes a day on their mobile devices.
Promoting sales via SMS creates a sense of urgency that motivates consumers to make a purchase sooner rather than later. Plus, text blasts can reach hundreds—if not thousands—of subscribers at once, so you’re likely to see results quickly.
6. Offer Discounts and Send Coupons
As mentioned earlier, offering your customers an incentive to sign up for marketing texts from your brand can drive both conversion and sales. By sharing an exclusive discount or offer code, you can inspire people to purchase new products or return to their abandoned carts.
According to a 2019 study by Asurion, the average American checks their phone 96 times a day — that’s once every 10 minutes! Sending special offers to customers on their mobile phones makes it easier for them to access coupons while in-store or complete purchases with just a few taps on their smartphones.
7. Share Exclusive Content
Adding customers to your SMS subscriber list isn’t difficult. The real challenge is retaining those subscribers and converting them into loyal customers.
By creating content designed specifically for insiders, you can transform your subscriber list into a community of engaged consumers that are loyal to your brand, making them more likely to promote your business through word of mouth.
8. Analyze Your Results
An SMS remarketing campaign is only as great as the results it generates. As part of your SMS marketing strategy, you should also determine which SMS marketing KPIs to track in order to measure the success of your campaigns.
For example, to get your number of unique clicks, you can use an SMS marketing platform or analytics tool such as Google Analytics, which allows you to track campaign metrics through custom URLs (UTMs). Textedly’s SMS marketing platform automatically tracks analytics for each campaign, including delivery rates, open rates and click rates.
Consider tracking other SMS marketing KPIs like:
- Subscriber growth rate
- Conversion rate
- Attrition rate
- Response rate
- Return on investment (ROI)
Start SMS Retargeting With Textedly
You’ve seen how effective an SMS remarketing campaign can be to boost your sales. If you’re ready to start converting leads and increasing brand awareness, Textedly can help.
Textedly’s SMS marketing platform offers powerful features like text scheduling, text keywords and mass group texting so you can reach customers where they spend most of their time — on their mobile phones. Our user-friendly platform automatically collects data about your subscribers so you can personalize your campaigns to your audience.