• Sending text messages – SMS basics – Part 3: Keywords and best practices for mobile messaging services
• SMS marketing: Getting started with customer SMS campaigns? The basics for a successful launch

Are you getting started with SMS marketing and want to gain a deeper understanding of the basics? In this second article of our series on SMS fundamentals, learn how to set up your first SMS marketing campaign.

What is the difference between email and SMS?

Text message marketing shares similarities with email marketing in that it allows companies to send timely, bulk messages to their customers. But that’s not all; just like email, text messaging allows you to create autoresponder and drip campaigns, segment customers into different lists, and personalize message content for each individual. However, texting also has unique characteristics that make it a strategic asset for your CRM. First, it is subject to stricter regulations than email. Service subscription confirmation messages and advertisements must include specific information to comply with mobile marketing rules, or risk fines. Text messages are limited to 160 characters and cannot contain images. The best way to include a visual in your message is to include a link to a mobile-optimized landing page containing more information (see our article on rich SMS. While SMS does have a cost, it offers open and response rates that are significantly better than those seen with email. We are talking about a 98% open rate for text messages, compared to a record 48% for email.

What is a short code?

It is a short phone number, only 5-6 digits long, used to send SMS to your customers. Short codes can be dedicated or shared. Dedicated codes belong to the brand and are used exclusively by them, while shared short codes are owned by an SMS routing platform. The same 5-6 digit number is then used for multiple companies. How is this possible? Simply through the SMS keyword, a unique word that informs the platform which brand the user wants to connect with. Creating your own short code can be time-consuming and quite expensive (expect 60 to 90 days for setup and a cost of around €400–€1,300 per month). For this simple reason, the vast majority of companies use an SMS provider, such as Octopush in France, to gain access to shared short codes and a whole range of other options. Did you know that the majority of short codes are shared and therefore assigned randomly? According to the CTIA, only 40% of short codes are dedicated, while 60% are shared.

The basics of SMS marketing

The primary communication goal of sending a text message is to sell products to your customers. But you can also send SMS messages related to customer service or to improve your company's internal management or communication—the uses for texting are endless. But if you are among the 46% of companies looking to sell products to customers via text, you might be wondering what to send to generate sales. A study by Responsys shows which types of calls to action are most likely to generate a response from the recipient, thereby increasing your sales:

• Price-based offers – 66%
• Flash offers (time-limited) – 52%
• Location-based offers – 50%
• Product-based offers – 47%
• Similar product offers – 45%
• General offer – 31%

To increase your revenue, send price-based offers instead, such as a discount or a promotional coupon. Measuring and tracking your text messaging campaign is essential for the success of your strategy. By doing so, you will be able to identify what drives results and what needs improvement. Here are the 4 key metrics to track, ideally right after each mobile campaign, to get a comprehensive view of your strategy. Growth of your subscriber list: who doesn't want to increase the number of subscribers to their text campaign? This metric will allow you to gauge how quickly your operation is growing and compare the results to your past activity. Formula: (number of past subscribers – number of current subscribers) ÷ number of past subscribers. Unsubscribe rate: it is just as important to know how many subscribers you are losing. This is referred to as churn. This assessment lets you know which messages are not perceived by your users as providing enough added value to remain subscribed to your text campaign. Formula: Number of subscribers leaving your campaign ÷ total number of subscribers. Redemption: the success of your text campaign depends on the number of users who take action after receiving your messages. By measuring this information on a "per message" basis, you will find it easier to understand which type of SMS generates a good number of responses and which messages require some modifications. Formula: Number of subscribers who use the promotion ÷ total number of subscribers.

Octopush, a reliable and competitive internet gateway platform

Why choose Octopush as your SMS provider:

• Create an account with no commitment.
• No expiration date on your credits.
• No minimum sending volume required.
• Rates adapted to your needs (Low Cost or Premium), all decreasing based on sending volumes.
• Professional support at your disposal, 24/7.

Features offered by Octopush France:

• Statistics: measure the real impact, calculate your ROI, and monitor your activity.
• Sender customization: so your recipients recognize you instantly.
• Scheduled sending: program the date and time you want your SMS campaigns to start in advance.
• Mail merge: automation of personalized text messages for each recipient.
• Delivery receipt: to ensure your message has been successfully delivered.
• Contact management: manage your databases simply and efficiently.
• Duplicate management: cleaning up your number lists to avoid sending multiple identical messages to the same recipient.
• Opt-out management: automatic blacklisting of relevant numbers, ensuring your campaigns comply with current legislation.
• Sub-accounts: to work as a team autonomously.
• Campaign templates: pre-filled templates to make your life easier.
• Credit level alert: never run out again.
• Privacy: your data is secure and belongs entirely to you.

Don't wait any longer to test our solutions! Our SMS sending platform gives you 5 free texts so you can verify the quality of our services.