Q: What are the benefits of text message marketing?

A: Text message marketing provides retailers with the unique opportunity to deliver immediate, targeted messaging to customers who want to hear from them. A text message program doesn’t exist without customer opt-in, so when it is implemented correctly, it can lead to a highly receptive, loyal brand audience. Set up is minimal, and a text message requires very little time and money to send.

The ubiquity of cell phones, and the relatively low number of retailers currently reaching out to consumers via texts, make it possible for you to connect with customers in new ways, redefine the meaning of exceptional customer service, and, ultimately, provide an experience that will further differentiate you from your competitors.

Q: How do I get people to sign up?

A: If customers don’t give you their phone numbers, you can’t send them a text, so utilizing various forms of communication to let people know about your text message program, and the benefits of joining, is absolutely essential.

When a customer wants to sign up, you can capture their phone number in one of two ways:

1. Create a signup form on your website where customers can input their mobile phone numbers.
2. Give customers a special short code, and the number that they should text this code to. For example: Text Dwgreenco to 368366 to vote for your favorite Idea of the Week topic!

Once they text the short code from their mobile phone, or enter their phone number into your online signup form, their cell phone numbers will automatically be added to the database of cell numbers that DW Green Company can manage for you. Then whenever you want to send a text message, you’ll simply email us the content you want texted, we’ll adjust the language as necessary, and then send the text to everyone in your database.

We recommend that you promote your program and your short code, and encourage signups, on your website and with other marketing initiatives, from in-store signage to bag-stuffers. Text message marketing works best when used in combination with other marketing strategies.

Q: How do I use text messaging to connect with customers and further differentiate my brand from competitors?

A: Make sure that every text message you send is well targeted and of undeniable value to the recipient. When deciding if something is “text-worthy,” think about those customers who have signed up to receive messages. Ask yourself, “Will this be a pleasant surprise for them, or an unwelcome interruption?”

Coupons, special offers and exclusive access to a great deal, one-of-a-kind product, or unique information (such as advanced notice for an upcoming event or major sale) are messages of value. The text messages you send should be offerings and opportunities that are available through text messaging only.

Q: How often should I be sending text messages?

A: This is a personal media—sent too frequently or without merit, text messages can quickly become disruptive and annoying. A good rule of thumb is to send no more than one text message a week, or five text messages a month. It’s important to be aware that content longer than 160 characters requires multiple text messages to be transmitted. In that case, it’s best to send all of the messages at once, as opposed to spreading them out throughout the day, so that your customer is only interrupted one time.

Like any new marketing initiative, text message marketing requires three things to achieve success: promotion, participation and patience. Promote the benefits of your program, encourage participation with engaging content and easy signups, and give your program the time it needs to develop.

If you’re interested in learning more about text message marketing, or are ready to start developing a text message program for your customers, give us a call or send us an email.

Approach email marketing like you would a good relationship.

1. Understand The Law of Attraction

An email marketing strategy does not exist without subscribers, so compelling customers to signup is a necessary first step. Attract new subscribers by promoting your email program—and the benefits of subscribing to it—by using various means of communication: online, in print, or face-to-face.

On Your Website: A signup link, a field for them to enter their email address, and a form in which they can fill out user preferences make it easy for customers to signup online, and forward information along to a friend.

Print: Promote your email program with a direct mail piece or bag stuffer, and make subscribing to it extra-enticing by including incentives like a free gift, special coupon or contest entry.

In Person: An in-store signup table or booth gives shoppers the opportunity to signup, learn more about your email program, and connect with your employees. A customer’s connection to your brand will continue to strengthen with a properly implemented email marketing strategy, and a face-to-face interaction is a great foundation to build upon.

2. Don’t Come On Too Strong…

But don’t stifle your customers either. Deciding when—and how often—emails should be sent out is critical in attracting subscribers and keeping them for the long haul.

What’s the best day?

Send out test emails. Divide up your email addresses and send an email out to each group on a different day to see which day of the week has the largest or smallest open rates.

What’s the best time?

Once your results have indicated which day of the week is best, send out test emails at different times throughout that day, from 8 a.m. – 5 p.m.

Frequency: How often should you send out emails?

Just ask your customers. The best time to find out how frequently a subscriber wishes to receive an email is during the sign-up phase. Then make it easy for subscribers to update their preferences. Also take your buying cycle into consideration. Do you run bi-weekly or weekly ads? This, and whether or not you want to send additional emails such as special promotions (seasonally or on an as-needed basis), special event invitations, press releases, recipes, featured item coupons, product stories, etc. will help establish an appropriate frequency.

3. Make Them Feel Special

Personalize it. When you send an email, include their name, and make sure the content is relevant, something you think they’ll care about. Then track how well you’re doing by looking at your bounced email and open rate statistics. Bounced emails track those visitors who “bounce” away to a different site rather than continue on to the other pages within your site. Open rates track how many people “opened” or “viewed” your email.

4. Establish a Connection

Communicate in a way that encourages interaction and brings them back to your store. A customer interacts with an e-blast in many ways. It’s your job to make sure that these interactions are positive ones.

5. Apologize When Necessary

Mistakes happen. Overlooked content gets sent out. What to do about it? Send an apology email, something along the lines of: “Oops! We’re sorry about that…” Consider sending subscribers a special offer if you really goofed. They’ll appreciate your accountability and honesty.

6. Remember That Sometimes Relationships End

Give customers the option to leave if they wish to do so by including an “unsubscribe” link at the bottom of every email. Consider asking why they are choosing to leave in an optional survey. They may be willing to pass along valuable information that will help you improve your email marketing strategy in the future.