When it comes to marketing, SMS campaigns are proving to be hands down winners. Technology now allows you to send SMS online and send SMS from email accounts. This ease of use is one reason why a greater number of organisations, from one man bands to large multi-nationals, are turning to directSMS for their SMS marketing.
The very nature of an SMS is the first thing that makes them such a compulsive tool in your marketing toolbox.
- For a start, almost everyone carries a mobile wherever they go. The clear advantage here is that you can market to your audience 24 hours a day.
- Second, the overwhelming majority of people open all their text messages; and do so within seconds of receiving them.
- Third, of course, is that SMS marketing is highly cost effective.
But it’s one thing sending an SMS and have the recipient open it, and quite another to create an effective SMS campaign.
Turn to AIDA for an effective SMS
It may be quick to send SMS from email accounts, but, just like any other marketing, if you don’t get it right then any time spent to send SMS online will be wasted. This is where the AIDA principle comes in.
Sticking with AIDA will ensure your message not only hits your target, but resonates with them, too. AIDA perfectly describes the four elements that will make your SMS campaign stand out:
A = Attention
When you send SMS online, you’re guaranteed to get the recipient’s attention. Their phone will buzz, whistle, and vibrate until the message is opened. But real attention needs to be grabbed when they read that first line. Think of that as a headline, which forces them to read on to find out more. Perhaps something like:
“50% off all console games today!”
I = Interest
Now that you’ve got their attention, you want to drive interest. Perhaps mentioning a best seller or an item that you know would entice the recipient further. Maybe like this:
“including ‘Smash and Grab Auto Shock’”
(okay, we made that game up)
D = Desire
Now your target is interested, it’s time to hammer home your message, and create real desire for your product or service. This is what will really be remembered, and cause further forwarding anytime you send SMS from email to your targeted list. In this example campaign, that might be:
“with game accessories half-price, too’
A = Action
The final part of the puzzle when you send SMS online is to promote a reason to take action. This call to action should be strong and build on the interest and desire your SMS has created. Making your offer time sensitive is a great way to do this:
“Hurry to get this great deal. Offer ends at midnight today.”
Using the AIDA principle when you send SMS online will ensure your SMS marketing strategy receives maximum take-up. Your text messages will be structured to be received, read, and acted upon.