It’s a universal truth for marketers – to reach your audience, you have to be where they are. And with texting and smartphones becoming such a ubiquitous part of consumers’ lives, with billions of text messages sent everyday, it makes sense marketers would want to launch texting campaigns to build some appeal.
Neustar Inc. has drafted a white paper of seven tips for marketers creating texting campaigns, and we’ve posted four of them here.
1) Use short codes.
While mobile has long been a huge priority for most marketers, it can’t stand alone. A mobile strategy works best when it’s added onto marketers’ other efforts with the web, print, radio, and broadcast. For example, marketers can use mobile as a call to action, asking consumers to text the number 12345 or some other short code to receive promotions, offers, and deals.
2. Be honest with your audience – tell them if texting a short code will lead to a subscription.
If texting a shortcode will mean subscribing to more texts, it’s good to be honest about that. If marketers want to build any kind of trust with their audiences, they need to be forthright about their efforts. This also means clearly showing an “opt-out” message – something that’s especially key here in Canada, thanks to Canada’s Anti-Spam Legislation coming into force this year.
3. Disclose all important information about subscription terms, billing intervals, the conditions of the program, and pricing.
This goes back to being honest. To generate trust and goodwill towards their brands, marketers need to be upfront about what subscribing to a mobile program might cost their audience. Getting an unwelcome surprise on the next phone bill can be enough to draw some negative response from consumers – and they may even want to share their bad experiences with friends, family, and on social media.
4. Experiment with different kinds of mobile campaigns.
It may be tempting to constantly pitch sales offers to consumers, but marketers should also try different strategies. For example, promotional or informational campaigns are completely valid – and they can make consumers feel like they’re learning something, rather than being constantly sold on a product or service.
For more, head on over to the “Original Article Source” link to download Neustar’s white paper.
