Far from being a simple fallback channel – which can be used if you can’t reach the user in the application or to communicate even with those who don’t have a smartphone – SMS has specific characteristics that bring particular benefits: we have analyzed them in our SMS for your business ebook, where you can find theoretical lines and practical ideas to structure an effective SMS marketing strategy.
Here are some fundamental good practices to consider when creating and preparing the sending.
1. Avoid shouting and generic texts
In English, the term spammy is used to indicate messages that, while respecting the rules of privacy, are intrusive, inappropriate and harassing, both in content and tone. Always avoid writing text messages with generic content, with exalted and unreasonably enthusiastic tones, just to get attention. Instead, establish a transparent and trustworthy relationship with your interlocutors, providing them with clear and interesting information.
2. Be specific
Within the limits of its 160 characters (or 480, concatenated messages), the SMS should be meaningful and comprehensive, able to communicate its purpose immediately, with a clear and unequivocal call to action.
3. Avoid abbreviations and respect punctuation
In order to save characters, companies often look for synthesis in abbreviations and avoid punctuation: a ploy that inevitably gives the SMS an unprofessional spammy patina, while increasing the risk of misunderstandings and incomprehension. To be professional, it is not necessary to call the text “lei” or to formulate it in polite formulas: it is enough to write in correct Italian with a spontaneous and polite tone.
4. Pay attention to formatting
Wise formatting gives clarity: “a capo” are fundamental, to break up the text and improve the readability of the SMS (consuming only one character); capital letters, on the other hand, give importance and emphasis to certain elements (brand name, call to action, phone number), and are certainly preferable to special characters such as asterisks.
5. Signal (on a monthly basis and without emphasis) the ability to unsubscribe
Including an unsubscribe indication can give transparency and credibility to your communications, as well as reduce the possibility of blocking by operators. No matter how well segmented and relevant your campaigns are, there will always be someone in the database who wants to break contact. We suggest that you unsubscribe once a month as part of your campaign.
6. Find the most effective time to send
When is the best time to launch an SMS campaign? This depends on your business and your target audience: find out what day of the week and time of day your SMS can be most effective. For example, if you want to bring visitors to the store on the weekend, we recommend sending them messages on Thursday or Friday, between 2 and 5 pm.