SMS and MMS are extremely effective channels for mobile marketing. Over 3.6 billion individuals have the ability to receive SMS messages, and 90% of those messages are opened within 3 minutes (compared to 90 minutes for the average email). Consider:
The open rate of SMS is 98% compared to 22% for e-mails.
Text messages can be 8x more efficient at engaging customers.
Practically 50% of consumers in the U.S. make direct purchases after getting an SMS-branded text.
It's important to bear in mind that marketing straight to mobile phones is more personal than targeting an audience through other channels. When reaching someone on a mobile phone either through email, SMS, or MMS, you are reaching that individual in his/her pocket or purse. Be individual, considerate, and clear:
Keep the text under 160 characters.
Don't utilize slang or abbreviations.
Offer the recipient something of value.
Make it clear who is sending out the message.
Craft a clear call-to-action.Check out this PDF to learn more.
A comparable way to reach your audience on mobile phones is MMS, or multimedia message service. The difference is that MMS is a multimedia message that can be sent out peer-to-peer, from a mobile messaging service provider or from a website to a mobile phone. MMS messages can consist of text, images, videos, audios, or GIFs. Expanded media options allow for a more top quality message and develop a better tie-in to other marketing projects.
Since MMS uses a richer media experience than basic SMS messaging, you should maximize those additional media choices:
Include engaging visuals.
Connect the MMS send to a multi-channel marketing project.
Make the message quickly shareable through social networks buttons.
It is essential to take privacy regulations into factor to consider with SMS and MMS marketing. Since these messages are considered automated calls, they fall under the Telephone Customer Protection Act (TCPA) of 1991. That means there are three privacy principles that should govern how you carry out SMS and MMS into your marketing:
Adequate notification-- You ought to notify customers that they will be receiving SMS messages from a concrete shortcode-based program.
Opt-in permission-- You should get opt-in confirmation prior to sending marketing SMS and MMS messages. Online types to enter your SMS or MMS program requires a double opt-in.
Pulling out-- It should be very clear how someone can opt out of your program.
SMS and MMS are extremely personal, and hence really powerful, mobile marketing choices. Make certain to handle them with tact and in-depth strategy.