Bulk SMS Marketing Tips
Written on Saturday, February 27, 2010
- Tip #1: Buy in bulk if you're a regular
Buying bulk quantities of SMS Messages can save you big bucks. I guess this is obvious, but a look at the prices on your favourite bulk SMS provider will confirm how true this is -- so think before you buy..If you're going to be sending SMS messages to small groups, but regularly, buy in bulk. Think of your overall SMS needs for, say, 3 or 6 months or maybe even a year, if you're serious about SMS marketing, in order to cut costs dramatically.
- Tip #2: Be careful about the encoding
The SMS protocol has support for different SMS message encodings. The most common is GSM , but there is also UCS-2 support.. In short, GSM contains only a number of characters, while UCS-2 supports practically every language out there.If GSM doesn't cover your needs, beware because the character limit drops in UCS-2 from 160 characters per SMS to 70 characters per SMS!
So make sure you're informed - or you might end up getting charged for double the amount of SMS messages you meant to send!
- Tip #3: Did you know what 'concatenation' is?
Concatenation is an option some Bulk SMS providers offer -- others don't, and others have it set as default.Without it, if you send an SMS that's over 160 chars (if it's on the GSM encoding) your 'one' SMS will get delivered as two separate SMS messages on the consumers mobile phone. Be sure your bulk SMS provider offers this option, if you will often be sending messages that exceed the limit.
- Tip #4: Remember to include contact details
Given the nature of my profession, I register my mobile phone number in all sorts of places. As a result I get sent loads of texts from various SMS marketing campaigns. Once in a while there's a text that I find interesting, so at that point I need a way to participate, either by sending an SMS, or by calling a number.The problem is I have seen too many of these texts without full contact details so I can choose what suits me best.
This is really important when the SMS being sent is a call-to-action, or if the consumer might have a question or require clarifications.
For example, restaurants often send me promotional SMS messages, but in case I want to participate I want more than just the phone number they usually give me. Why not also have the website, so I can visit it directly from my phone, or also have the ability to text back to participate/book a table/etc ?
- Tip #5: Get your date and time right
Another common pitfall clients often make are (small) mistakes in the date and time for events in their SMS messages. It's very unfortunate because the whole point of their SMS is to promote the event, and they get that wrong.I know it sounds silly, but I see it happen... They focus too much on the rest of the SMS message, so much so, that they neglect to check their dates are right.
- Tip #6: Don't send at inappropriate times
How annoying is it when your phone rings just as you're dozing off? Well, believe it or not (or should I say admit it or not!?), there's marketers out there that make the mistake of sending out their promotional SMS at times when their audience would rather not be disturned.
Ok, I know that when dealing with a wide audience, for which you don't know all that much, it might be difficult to come to a safe conclusion about the most appropriate time to communicate with them. Still, there are some general rules to follow about times that apply to the general public.
In general, don't contact them:
Ok, I know that when dealing with a wide audience, for which you don't know all that much, it might be difficult to come to a safe conclusion about the most appropriate time to communicate with them. Still, there are some general rules to follow about times that apply to the general public.
In general, don't contact them:
- while they're at work -- unless if your message is work related, when the opposite applies.
- when it's likely they're sleeping (this include early mornings or late nights -- not everyone gets up or goes to sleep the same time you do!)
- too early before your event, e.g. there's no point telling them about a concert next month (unless you're going to remind them again, or if tickets are running out)
- last minute -- unless you give them some extra incentive to make the effort required for a last-minute change of plans.
- Choose alphanumeric originator with your brand name
Most Mass SMS Providers allow you to set the originator of your message (usually up to 11 latin characters, or 16 digits). Do look for this and -- obviously -- choose your brand name here.
Only set your own name if it is important for your campaign that the message feels more personal - e.g. politicians usually do this.
Only set your own name if it is important for your campaign that the message feels more personal - e.g. politicians usually do this.
- Tip #7: Time-critical SMS/Guaranteed delivery options
If your messages MUST reach their recipient, or if it is essential they are delivered within seconds, you can buy this sort of Quality of Service from most SMS providers.
Beware though; this comes at a cost. This type of SMS messages is quite expensive when compared to normal SMS, and that's not all.
Guaranteed delivery, might imply that some of your recipients will receive their SMS more than once. This is because of the approach (most) SMS providers take. If the SMS is delayed for some reason (e.g. poor signal), they will re-send the message, until they get back a delivery report saying it's been delivered.
In short, guaranteed delivery will ensure your SMS is delivered, just as long as you don't mind some of your recipients getting it twice.
Think what's more important, because some of them might complain about this sort of thing... but then again others might complain if they don't get it! If you don't want to have to choose try to find a bulk SMS provider that will guarantee you both (in writing ;) )..
Beware though; this comes at a cost. This type of SMS messages is quite expensive when compared to normal SMS, and that's not all.Guaranteed delivery, might imply that some of your recipients will receive their SMS more than once. This is because of the approach (most) SMS providers take. If the SMS is delayed for some reason (e.g. poor signal), they will re-send the message, until they get back a delivery report saying it's been delivered.
In short, guaranteed delivery will ensure your SMS is delivered, just as long as you don't mind some of your recipients getting it twice.
Think what's more important, because some of them might complain about this sort of thing... but then again others might complain if they don't get it! If you don't want to have to choose try to find a bulk SMS provider that will guarantee you both (in writing ;) )..
- Tip #8: Run your SMS text through a spell checker
This is, again, simple, yet sometimes overlooked. Quickly pass your text through a spell checker to ensure you don't get any embarassing comments, because this sort of thing can hurt your campaign and your own (or your business) image. Do you really want a politician who either can't spell or just isn't bothered to pass the SMS through a spell checker? (the second's far far worse for me cause it shows poor professionalism, while making spelling mistakes isn't that big a deal for me)- Tip #9: Send a test SMS
Once you've prepared your SMS in your favourite Bulk SMS software, or website, and you're ready to press that big red 'SEND' button... STOP!
Now is the time to take a second and send the message to your own mobile phone first, to make sure it comes up ok. Then, because, to be honest, we're not very fair judges of our own work, send it to a friend or colleague who hasn't seen it yet, and see how they react / ask them what they think.
When you get the green light from them, you're good to go!
- Tip #10: Check delivery reports to remove consistently failing numbers
Most websites that do bulk SMS, offer delivery reports, so that you are able to tell which of your recipients your SMS has been delivered to. Obviously this is a great feature in itself, but you should put it to use as well.Don't just look at the list and think cool, most of my messages are getting delivered... Keep a separate list of the failing recipients over a couple of iterations and erase them from your list, so that you save yourself the extra credit.
Sounds trivial, I know, but I wouldn't be bringing it up if I didn't know some of you don't do it.
Posted in
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sms marketing
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Some really good points Giorgos.
I find that still even now the biggest thing holding back mobile marketing is lack of knowledge on the part of the marketer.
This includes best practices as well as expectations of results.
I run my own blog which you may also find interesting.
really helpful.... nice points
@Ollie: Yes, unfortunately this is still the case at large.. but to be fair to them, there IS a much larger percentage of marketers now that are very familiar with mobile marketing techniques than there was a couple of years ago, so the situation IS improving.
@Ollie, bulk sms india: Thanks for your comments guys, I appreciate the feedback!
Thanx for a nice blog..I still feel there are certain things like spell check etc are not req. coz people are now following SMS lingo.
Rest the thing that still hold back marketer is other marketer. There are now bulk of these SMS marketer which cause to spam out the Mobile fone of people, thereby People now have started taking the bulk SMSing as a spam.they rather ignore it the n to act. The new era of SMS marketing will be more of customised as per the taste of people and their preference.....
@Anonymous: I usually don't publish comments made anonymously, but I thought there was value in yours, so there it is..
Yes, regarding spelling you're making an excellent point! It all depends on the scenario and the profile you're trying to convey. I was more thinking of 'serious' businesses with strict profiles, but other companies that are trying to pass on a more youthful profile, you're absolutely right, they wouldn't bother with spelling -- rather go with the sms slang.
Now, regarding bulk sms spam... again, a valid point. Poor SMS marketing campaigns hurt all of us in the field, but then again this is a characteristic of all marketing, isn't it? There's TV ads you love to watch, there's others that make you change the channel faster than Road Runner meep-meeping past the desperate Coyote..
However, if your content is relevant to the consumer - and delivered in a timely fashion - you're bound to stand out and get recognised for it. I still think there's room for this.. I've seen it.. and, boy, do those response rates go up!
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I would like to thank you for the hard work you have made in writing this post. I am hopeful the same best work from you in the upcoming as well.
The points stressed upon are very much relevant. There are bulks of sms marketeers and we need to distinguish the good from the bad. Poor marketing campaign only clutters around.