Successful SMS Marketing is All About Time and Timing

If you have been running a SMS marketing campaign and it’s not been as effective as you’d hoped it would be then you need to take a closer look at what you’re doing and how you are doing it.

Timing is a key part of any marketing campaign and sms marketing is no different.  To get the best response to your SMS marketing campaign you need to time it right.

How often are you Sending Messages?

The best SMS campaigns send regular messages to their customers but they don’t bombard them with texts at all times of day and night.

Your customer wants to receive messages that are relevant and useful to them.  They don’t care if you’ve taken on a new employee or promoted a new manager.  They don’t really want to know about your new staffroom or any other internal business news.  Your customer only wants to receive messages targeted to them: new product alerts, discount coupons, access to subscriber only sections of your website, news about special offers etc.

If you send your customer too many messages they will stop reading them and hit the delete key.  If you keep sending them irrelevant messages they will opt-out.

When are you Sending Messages?

If your business operates standard business hours then to appear professional you should only send your SMS messages during business hours.  Yes, your customer might be at work or busy, but they can read the messages in the evening and will appreciate the fact that you haven’t disturbed their evening out or night in front of the TV with a text message.

If, however, you work non-standard hours, such as health clubs, restaurants, cinemas, theatres and nightclubs, you can send your texts on a more flexible schedule.  If you suddenly have spare tickets for a show, empty tables or un-booked squash courts, you can let your subscribers know right then so they can take advantage of it.  They will appreciate the fact that they have received this knowledge and can act on it.  Do not, however, text at all times of day and night – this is a fast way to lose subscribers.  A good cut-off time for SMS messaging is between 10.30 and 11pm and the earliest time to start sending SMS marketing messages is no earlier than 7am.

Think About Time Zones

If you have customers in more than one time zone, you need to ensure that you aren’t sending messages at unsociable hours.   Segment your customer list by location and make sure schedule your messages to go out at appropriate times in each of the time zones.  If you need help to do this, email us at support@directsms.com.au.

Don’t Keep the Customer Waiting

Finally if you are sending out links to your website or to a multi-media experience in your SMS, make sure that the link you are sending them to is one that loads quickly.

People tend to have a very short attention span when it comes to waiting for web-pages to load.  We’ve all got used to instantaneous page loading on our laptops and computers and we can’t abide to wait more than a few seconds for a page to load.

Slow-loading pages are the main reason why customers never follow a link through to a web page – they get impatient and click back and exit the message.  Ensure that your sites are responsive, that they can adapt to being accessed by a mobile and check out for yourself how long it takes to load.  If it is slow, talk to your web-designers and have them fix it.  Slow pages not only put off customers but they also affect your Google rating too.