Q: What do customers want to receive from businesses via SMS and what are they not getting much of now? What are the opportunities?
A: Customers indicate that they would like to receive texts containing:
- special offers and discounts
- appointment notifications
- online order confirmations
# If replies are needed customers generally prefer replying to your text messages and receiving a call from you or else clicking through to a mobile optimised website. You should include your mobile number, an email address or a link back to your website so customers can reply back to you
# Customers generally receive text messages from companies infrequently, perhaps only a few messages per month. We suggest following this as a guideline when working out how many messages to send, especially to new customers, however each business's relationship with customers and circumstances will be different and will result in a different level of use being required. Customers have generally indicated that they are keen on receiving text messages from businesses within 3 months after purchasing or interacting with them.
# There is a huge but unfulfilled demand for companies to use SMS for appointment reminders, delivery notifications and other notifications, with many customers indicating that they have not received these types of notifications and reminders and would love to do so.
# Customers also strongly indicate that they trust businesses who have an opt out mechanism.
Q: What must be included in each message I send out?
To comply with Australian SPAM law, you must include your business name and contact details such as your mobile number and/or valid email address in each SMS you send out. Include in your SMS a mobile number or email that customers can contact to opt out. For e.g. 'Opt out by sending ‘stop’ to (your mobile/email).'
Q: What should I include in each message I send out ?
If sending out an offer to customers, make sure to be specific about what the offer is, how the customer gets the offer (the call to action), how many offers are available per customer and in total across your entire customer base, when customers have to respond or take action in order to get the offer and when the offer itself expires, your business name and contact details and instructions on what customers should do if they require any more information. Try to get directly to the point of the offer to save characters.
An example SMS is shown below:
“Hi, this is Laura from AB Clothing. Come to my store by 5pm tonight and get 50% off the new range of Armani suits that have just arrived. Show this message to redeem. Limited to 1 suit per person. Only 10 Armani suits left so hurry. Share this with all your friends. All the best. Let me know if you can make it by texting me on 0431663901 or emailing firstname.lastname@example.org”
# You should also consider directing customers to your website by adding your URL to the bottom of your message.