Text Marketing Campaigns that Build Customer Loyalty

By · May 20, 2010 · Filed in Customer Loyalty, Text Message Marketing
Imagine a day in the life of a 19-year-old student with a cell phone.  She starts her day receiving a text message from Starbucks offering her 15% discount on a Carmel Machiatto because she is one of their loyal customers.  An hour later, she receives a text from her community college that a class was cancelled for the day. Later on, she receives a text from her bank about the status of her personal loan. She’s saved both time and money receiving information that she personally wants to receive through text messaging.

Text Messaging Campaigns are becoming one of the most powerful, efficient, cost effective marketing tools we have today to build customer loyalty and relationships.  By subscribing to a texting service, you can build a marketing campaign to hold contests, offer coupons, and make announcements.  Here are some statistics you should know about mobile marketing:

• 83% percent of adult Americans have cell phones or smart phones according to the Pew Internet and American Life Project
• 99% of mobile phones have text messaging capability according to Qwasi
• About 90% of text messages are READ
• Approximately 40% of major brands are using text messaging campaigns – your customers are used to it!

Think of the benefits text message marketing offers small businesses and mom and pop shops. They can market to customers or potential customers who are interested in creating a relationship with their brand because of the opt-in feature of text messaging. And by providing a call to action in the text (link them to a sales page, drive them to your store, etc) you can track your return on investment.

Here’s how it works. You begin by subscribing to a texting service. If you google “text messaging services”, you will see a number of them.  Some charge set-up fees, some charge per message and some charge per phone number. My favorite is EzTexting (this is the one I use as an affiliate), because of the ease of use, straight-forward pricing and service.  You start by creating a campaign and a corresponding “keyword”. You then email your customers about your offer and ask them to opt in to your message service by texting the keyword to the short code.

Text message marketing requires a strategy.  Do you want to offer the campaign to everyone or do you want to send targeted messages to targeted customers?  For example, if you place an opt-in widget on your website that announces a coupon program, you will create a list of customers who are interested in receiving these specials through text.  Or you could create a campaign for your most loyal customers encouraging them to opt in to receive “secret sale” announcements.

In my next blog post, we will take a look at some specific examples of how text messaging campaigns have helped companies build customer loyalty and retention.  We will also share tips to help you avoid the pitfalls of text messaging.  If you are currently using text messaging campaigns, please share how they have help you grow your business.