The document outlines the advantages and best practices for using SMS marketing to drive conversions, highlighting high engagement rates, speed of delivery, and cost-effectiveness compared to other communication methods. It emphasizes the importance of acquiring permission, personalizing messages, and timing for maximum impact, as well as providing options for recipients to opt out. Additionally, various marketing promotional strategies such as coupons, cart abandonment messages, and event reminders are discussed to effectively engage customers.

1. How to Drive
Conversions
with SMS
Marketing

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5. ⚬ General Intro
⚬ Presentation
⚬ Q&A
Agenda

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10. Lead Data Platform

11. Current Landscape

12. The Benefits of
SMS Marketing

13. Used to Generate and Nurture Leads
• You can encourage your leads to
sign up for your email lists in return
for sending them text messages.
• Once you gather their contact
information, you can send them a
series of automated text messages to
keep them engaged with your brand
and convert them throughout the
funnel.

14. It’s Direct, Fast and Straightforward
• The total read rate is 70% between
1-5 minutes (EZ Texting).
• SMS messages are delivered faster
than emails since they can reach a
large number of people all at the
same time.
• SMS messages are straightforward,
concise and easy to read as the
number of characters allowed is 160.

15. Higher Engagement Rate
• Compared to phone calls or emails,
SMS messages have the highest
open rate.
• 98% of the messages sent are
opened (kaleyra.com).
• People tend to convert to offers and
promotions shared via SMS
messages more than other types of
marketing communication.

16. It’s Generally Affordable
• SMS is a cost effective
communication channel compared to
other marketing initiatives like paid
ads.
• It’s even suitable for new businesses
that have just started out.

17. It’s Mobile Friendly
• SMS messages are generally
responsive across all mobile devices.
• This minimizes any waste of time that
you would spend on making a well-
responsive email template on
different devices and browser.

18. Works with Other Types of Marketing
• SMS can be an added value along
with other types of communication
like email marketing, web push
notifications and social media.
• For example, a simple SMS reminder
asking contacts if they have read a
specific email would boost email
open rates by 20% - 30% (Smart
Insights).

19. Customers Can Easily Opt in and Opt out
• With data protection laws becoming
stricter, obtaining consent from
customers to send messages include
SMS beside emails.
• Customers can easily subscribe to
receive SMS messages if they wish
to hear from you and opt-out by
simply replying with “STOP”.

20. Best Practices for
Creating SMS
Messages

21. Acquire Permission
• Most recipients won’t respond to
SMS they haven’t agreed to do so.
• Build your lists through relevant
landing pages and opt-in forms.
• Be transparent about what your
customers are subscribing for,
encourage them with a suitable
benefit and clarify how they can opt-
out if they wish to.

22. Personalize your Copy
• Segment your audiences based on
demographic, psychographic, and
behavioral patterns.
• Find out your recipient's pain
points, the tone they prefer, and
learn their reactions and
responses to your text messages
to tweak your future campaigns
accordingly.
• For example, you may ask for your
recipients preferences within your
copy.
• Use shortcodes.

23. Show your Identity
• As your SMS will appear from a
number, customers may not
recognize or recall you easily.
• Identify yourself and your company
name in the first couple of words
such as “Hi (Name), Georges from
(Company-Name) here”.

24. Avoid Sending too Frequently
• Same as emails, don’t send SMS
messages excessively since this
would bother your customers.
• For instance, limit your messages
to 3 per week in the first place and
then monitor your analytics.
Source:
VinterActive

25. Send Messages at the Right Time
• Send SMS messages when your
customers are active.
• According to MailCharts, Midday is a
convenient time, coinciding with lunch
breaks (12PM) or between 10 AM and 8
PM.
• Thursday is a suitable day to inform
customers about weekend activities.
• Reminders work well on Saturdays.
• Sundays are the least popular because
people tend to spend it with their
families.

26. Be Brief, Concise and to the Point
• Recipients won’t bother reading
through long or poorly worded
messages.
• Respect the 160-character limit
and get to the point as quickly as
possible.
• Be specific about your offerings
and communicate the value that
you’re delivering.
• Avoid jargon because it would
discourage the average recipient.

27. Always Offer Options to Opt Out
• Your recipients appreciate the
gesture as it shows you care for
their sensibilities.
• This would make you compliant
with data protection laws and
privacy regulations.
• Having uninterested recipients opt
out keeps your lists clean.
• Offer your recipients this option
clearly by informing them to reply
“STOP” or include a link to
unsubscribe.

28. Monitor, Track and Improve
• By observing the analytics, you can find
out how your contacts are engaging with
your messages.
• Monitor the total SMS opened, number of
unique clicks, conversions and
unsubscribe rates.
• Based on results, you can create more
targeted messages, re-engagement
campaigns and segment those that
clicked or didn’t click using automations.
• Test different text lengths, send at
different times and see how your
recipients would respond.

29. How SMS Can
be Used in
Marketing

30. Promotions: Coupons or Discounts
• Incentivize your customers to take
advantage of your promotions by
offering discounts.
• You may include a coupon code to
allow your recipients to redeem it
and take advantage of your
promotion.
Source: Tatango

31. Cart Abandonment Messages
• As an alternative or supportive
mean of communication, you may
consider sending an SMS/MMS
message for your card
abandoners.
• The message may contain a link to
their cart page in order for them to
complete their purchase order.
Source: Yotpo

32. Birthday Campaign
• A short happy-birthday message
makes your customers happy and
well-remembered.
• You may offer them a gift or reward
on their special days so they find
more value.

33. Onboarding
• Similar to emails, you can enroll
your new signups into your SMS
onboarding sequence.
• This would also be considered as
a smart omni-channel approach so
they feel that they are being taken
care of and notified everywhere
(Email + SMS + Social Media +
Web Push).

34. Product Reviews
• Ask your customers to review your
product in return for gift cards via
SMS messages.
• Thank them for their loyalty,
mention real quick what they will
receive and include a link for them
where they can review their
experience.

35. Loyalty Programs
• Such types of campaigns are seen
a lot especially from brick & mortar
stores, hospitality and airline
industry.
• This is considered a good strategy
to retain your loyal clients.

36. Event Reminders
• Sending SMS reminders asking
your recipients to attend your
webinar or training session is a
good practice.
• Your contacts have been already in
communication and a 160-
character message can clearly
explain what’s in for them.
Source: GReminders

37. Others
• Other types of SMS could be
survey’s form fill-out request,
ebook download,
purchase/shipment order
confirmation, etc…
Source: Bootsrtapping
Ecommerce

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