9 February 2023
In a world that’s dominated by distractions, gaining the attention of consumers is becoming increasingly challenging. Considering 91% of the world’s population owns a smartphone, it seems there are few channels that can place your message directly in front of your audience as well as SMS.
However, you’re not the only business that will be thinking this. Whether you’re new to SMS or a veteran, here are some real-life examples of SMS marketing campaigns and how you can follow in their footsteps.
9 best SMS marketing campaigns
2. Memorable promotional codes
7. Showcases brand personality
8. A reward for being a text subscriber
1. Personalised reminders
SMS is one of the most ideal channels to send reminders. Not only does the message arrive quickly, but people check their phones an average of 58 times a day. So there’s a higher likelihood of your message being read, remembered and easily found by recipients, should they need to remind themselves.
In the example above, UK vet group Vets4Pets send appointment reminders which can help to reduce appointment no-shows or people showing up late. A nice little addition? Using your customer’s pet’s name in the text so it feels more like a personal reminder, not a generic message that’s copied, pasted and sent to everyone else.
2. Memorable promotional codes
A limited-time promotional code can be a great way to promote your latest sales and product launches. In addition to emailing this code to your customers, why not boost visibility and code usage by sending it in a text message too? And instead of a predictable ‘50OFF’, why not try a more creative code?
For example, low calorie food specialists The Skinny Food Co chose ‘TXTSQZE’ instead of ‘10CHOC’ or ‘10FOR250’. It’s less predictable and more likely to stick in your recipient’s mind as they browse your website.
3. Post-purchase strategy
Thanking customers after a purchase is an easy yet effective way to show great customer service, encourage interaction and leave a lasting impression in your customers’ minds. Here is an example of a text that US-based apparel brand Rainier Watch sends their customers after a purchase. It feels personal and you can see a little of the brand’s personality shining through (we cover this later in this article!).
So, whether you’re an online-only brand or you want your online experience to be as outstanding as your in-store equivalent, this tactic is an excellent place to start.
4. Fun notifications
Emojis can help keep your text messages light-hearted and as though it’s a conversation between two friends, rather than a customer and a business. In this example from US-based activewear brand Popflex, the text message is promoting a new product.
This is a great example of conversational messaging that feels natural, thanks to the engaging copy, tone of voice that mimics how the audience talks and emojis.
Tip: If you’re going to try this one out, make sure you don’t use too many emojis or colloquialisms in your copy. It needs to feel natural, not over-the-top or like spam.
5. Clear opt-out
Just like email marketing, ensure it’s clear and easy for your customers to unsubscribe from your text communications. When you sign up for text messages from green tea brand SkinTē, you receive a welcome message that introduces the brand, gives a clear call-to-action and clearly provides a chance to opt out. All in one short, concise message.
6. Encourages interaction
Help your customers feel like they’re speaking to a real person and not a faceless business. You can do this with your tone of voice as Popflex did in example #4, but take this to the next level by actually allowing your customers to respond.
Beauty brand Beautylish not only sends a delivery confirmation message, but they also encourage recipients to reply by asking them to rate how excited they are for their order. If the recipient responds, they receive a gif from the brand.
This is a fun and simple way to engage and build relationships with your customers. You can also have text-based responses if gifs don’t quite align with your branding.
7. Showcases brand personality
Set your text messages apart from your competitors by injecting some of your brand’s personality. For example, nut butter manufacturer Pip & Nut frequently references nuts and squirrels in their marketing and sales copy. This is a wonderful way to ensure your usual messages, like order updates and delivery confirmations, stand out.
Consider what you could say that leaves a lasting impression and stays true to your brand persona.
8. A reward for being a text subscriber
Give your customers a reason to sign up to receive text messages. An easy way to do this is to offer a reward. For example, mens grooming and skincare company Oars + Alps gave their text subscribers early access to a new product.
This helps your customers feel special and reassures them that opting in to receive text messages is in their best interests.
9. Time-sensitive messages
Adding an element of urgency to your messages encourages customers to act now. Promoting every sale on both text message and email can be overwhelming for your customers, so prioritise key dates. Black Friday, for example, is the perfect event to promote on both channels.
Last year, hair styling tools company Cloud Nine sent text reminders to their customers, informing them that their Black Friday sale was ending soon. This is a simple example you can easily take notes from. Go a step further by adding emojis, images and more.
Planning a great SMS marketing campaign is only the first step
Hopefully our real-life examples have inspired you to start creating or optimising your SMS marketing campaign. However, this is only half the battle. You may be asking various questions, such as: what regulations do I need to be aware of? How do I implement personalisation without going too far? When is the best time to send a text message?
Just contact us! We have answers to all your SMS questions.
Prachi Bametha
Marketing Coordinator, Esendex Australia