The Five Essentials for Stronger SMS Opt-In

Bryce MarshallAn important part of a successful SMS campaign is the design and messaging for in-store promotion.
As we’ve mentioned before, SMS is a critical part of the mobile marketing mix that can be applied in surprisingly effective and elegant ways, above and beyond pushing offers and text alerts.
Achieving best-possible participation rates with SMS campaigns (not to mention driving customer satisfaction and retail/online conversions) depends not only on the structure of the campaigns themselves, but also on the quality of the initial opt-in messaging.

When using print, digital, or in-store media to make consumers aware of SMS campaigns, clarity is key. It’s critical to offer clear, accurate information about the consumer benefits and the specific actions required to access those benefits. Pay attention to the clarity and accuracy of your messaging.

The critical elements of SMS opt-in messaging

The following tips and best practices can help you develop in-store signage and other marketing visuals to help your brand achieve higher opt-in rates for retail-store SMS campaigns. They also help increase overall user satisfaction.

There are 5 key ingredients to successful copy and design development, for getting people to opt in and participate with SMS campaigns.

1. Call-to-action: This is the most important aspect of effective design. What action does the consumer need to take to participate? Is it clear and easy to understand?

2. Benefit statement: Essentially it’s answering the question, “What’s in it for me?” What is the value for the consumer? Be clear about what they have to gain by participating in the SMS campaign.

3. Special considerations: Accurately set the consumer’s expectations for what comes next. Are there additional details which need to be communicated? Are you clear about telling them what (if any) additional steps are required to get the value promised in the benefit statement? Be clear.

4. Terms and conditions: Include the statements required by the carriers for compliance with their consumer interaction standards.

5. Branding: Be sure the message clearly reflects the brand. Identification of the brand encourages credibility and trust in the exchange of personal information. It also helps connect the SMS promotion to overall brand or campaigns standards.

We’ll dig deeper into these five essentials in The Lunch Pail later this week. I’ll also provide some vital considerations for creating your in-store SMS opt-in messaging. Stay tuned!

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