Over the past decade, ecommerce website traffic has rapidly shifted from desktop to mobile devices. In 2018, mobile overtook desktop as the predominant global online traffic source. Mobile usage skyrocketed during the 2019 holidays and for the first time ever, became the primary ecommerce revenue source from Thanksgiving to Cyber Monday. In today’s mobile-first ecommerce environment, marketers should strive to invest in strategies that optimize user experience on smartphones.
One of the most effective mobile marketing strategies is implementing a Short Message Service (SMS) program. With 98% of text messages read within two minutes, 36% average click rates and 45% average conversion rates, SMS marketing has unparalleled engagement rates compared to other channels. These metrics aren’t surprising considering the text message inbox is one of the least saturated; especially compared to email inboxes and social media news feeds.
Get Started with SMS
SMS allows marketers to reach their customers in a more personal way, in the right place, at the right time, and on the device they can’t do without. In order to help get started with SMS marketing, here are some leading practices businesses can utilize to start acquiring mobile contacts, design engaging messages and automate personalized campaigns.
Mobile Contact Acquisition
Similar to email marketing acquisition strategies, marketers must promote their SMS marketing channel if they hope to grow subscribers. Luckily, SMS and email marketing are easy to promote together and leverage similar tactics to optimize sign-ups across web and digital marketing channels. Offering an incentive to sign-up like a coupon or special offer is the top tactic to help boost subscription conversion rates. Businesses need a contact’s mobile number and their opt-in consent to receive SMS text messages.
It’s becoming more ubiquitous to see print advertising and physical signage inside retail stores promoting SMS sign-ups. Simple directions enable users to opt-in with a text to join, followed by an automated SMS message asking to provide their mobile number to opt into the program. Subscribers then receive their initial welcome SMS campaigns. This efficient process makes it possible for shoppers to easily sign up while they’re in the store. Marketers should place text-to-join signage at the front entrance and throughout the store, so shoppers can sign up before heading through the check-out line; eliminating the need for staff to annoyingly collect shoppers’ phone numbers at the register. – Read more
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