SMS marketing may have been absent from our blog for a while, but it’s far from absent from the marketing world. I feel like every week lately, another company sends either an email or social media post announcing that they’re starting SMS campaigns. I usually sign up, to see what they’re doing with it.
Most of the time, I regret doing so and unsubscribe within a few weeks. SMS marketing is tricky – you’re reaching your audience in a very personal way. Think about email and social media; you receive updates from friends, colleagues, brands, celebrities, etc. But SMS messaging is usually reserved for people you’re close with.
When a consumer signs up for your SMS campaign, they’re letting you into a personal space where there’s a whole new set of rules. You can’t take a marketing campaign from another medium and transfer it to text messages. Mobile marketing in general is a whole new territory, and SMS is especially unique. There are some things that are absolute musts, and other things you want to avoid like expired dairy.