Before launching an effective SMS marketing campaign, ReachTEL is there to guide you in prerequisite planning phases and the setting of objectives for your business. But once those prerequisites are out of the way, it’s up to a company’s unique needs to determine the frequency of texts, be it a single message, several of them, or an ongoing series.


The frequency of texting via an SMS campaign is predicated on the type of service to be offered. If the target is for a service-oriented firm, texts will naturally reflect the availability or readiness of the particular product being offered. Think of a tailor, for instance, who would want to alert customers of the availability of the finished clothing for pickup. Other delivery-based businesses may want to target their customers to confirm deliveries of ordered products via text. Still others may utilise SMS to remind customers of upcoming appointments as part of a value-added customer service initiative.


Along with frequency comes the consideration of cost. A cost analysis should be undertaken to determine what is best for your company’s budget depending on the SMS marketing campaign. Most services charge a fee for sending individual texts and usually also offer a bundled rate for multiple texts. The latter can be more expensive to undertake, so it’s important to weigh the cost against the marketing dividends before launching an SMS campaign.


But wait, there’s more—or in this case, less. While you may now have marketing data in your arsenal and are ready to send off your mini-missives to customers, bear in mind that you have only 160 characters to play with. Given such limitations, companies should carefully compose their messages for optimum effect. To that end, here are several guidelines:

  • Keep it simple, short and sweet. Whatever your best intentions might be, you are in essence intruding on your customer’s day. The last thing that consumer needs is to receive a rambling text without a point. Your text should be focused with laser-like accuracy as to the messaging point. By all means, eschew obfuscation.


  • Maintain focus. Emphasize the active voice rather than the passive to convey a sense of urgency in your message. This will compel the consumer to respond in kind to the actionable message you are delivering. If it’s a delivery, let them know where and when the product was delivered. If it’s an appointment, same thing—where and when they should report. If it’s a coupon, let them know what’s it’s for, how long they have to redeem it, and where to go. 


  • Branding is important. In sending your message, make clear who it is from. State your corporate identity prominently in the space allotted. 


  • Watch your tone. The “personality” of the company should be reflected in the messaging. If you represent a serious entity, i.e. a doctor or hospital, then clearly, the message should not be infused with humor. But a message from a company offering fun products or experiences should reflect the recreational nature of the sender. Don’t be afraid to be breezy or conversational if your company’s profile warrants it. 


  • Legal disclaimers should be included if the industry requires it. In a litigious world, this consideration will save you future legal headaches.


Despite the limitations of the canvas, think of yourself as a miniaturist rather than a muralist, turning conciseness into an art form. With careful planning as to the gist of the message, all of your main points can be conveyed.  It’s well worth the effort. SMS marketing campaigns are an immediate means of conveying a message that can bolster future business or nurture existing customer relationships. Statistics indicate that individual text messages are nearly always read, as opposed to email messages, which may be overlooked in overflowing or spammed electronic accounts. Data show that 97% of all text message get read—an exponentially higher average than email. This attribute alone proves SMS to be a very effective means of conveying a message to a customer.


Having consumer data and cost analysis logarithms at the ready is one thing—and congratulations on such business savvy, by the way. But the psychological aspect of sending out texts also must be considered. Knowing your market as only you do helps you determine how often your customers wish to receive text messages. Some consumers see them as modern-day annoyances, while others view them as helpful missives to help them use their own time more wisely. Know your audience!