Professional SMS marketing is a relatively new tool, but one that is increasingly attracting businesses. Text messages on mobile phones offer unique advantages that can make a real difference when used correctly. We will explain the key points to watch out for so you can launch a promotional SMS campaign that will be profitable for your company.

Before you begin, it is important to note that promotional SMS campaigns can only be implemented using "opt-in" numbers. This means the user must give their consent before their phone number can be used for marketing purposes. This is an extremely important detail, as the law provides for a fine of €750 per message sent without prior consent.

Start by setting clear goals to ensure the success of your promotional text message communication campaigns

Before using a professional SMS distribution system for your customers, it is important to define precise objectives. This operation must be carried out within a specific framework for a specific purpose. By identifying and evaluating the target objective(s) in detail, it will be easier to define the key elements of the operation, compose the SMS, and plan any follow-ups or additional promotions to be implemented.

Build a database of mobile phone numbers to use for your marketing message operations

As we saw in the introduction, there is no question of sending promotional SMS messages at random using prospect lists. You will need to collect your customers' numbers while asking for their permission to send them promotional offers using a delivery service. There are several ways to quickly collect numbers, but the simplest is to create a "privilege club" that allows prospects who agree to sign up to benefit from exclusive offers.

Segment and group your subscribers to personalize your mobile messages

Messages are a solution that offers an advantage that can quickly turn into a disadvantage if you are not careful: they allow you to enter the private space of your subscribers. It is therefore important that you personalize your mobile messages so that they meet your customers' expectations. A text message that does not match a prospect's needs could annoy them, or even be considered spam, which would have a very negative effect on your brand. For example, try offering deals based on your subscribers' gender, age groups, or recent purchases.

Clearly identify your company within your marketing messages

It is important that you clearly identify your company in the message you send to each customer. The most obvious way is to place the company name at the beginning of the message so that the user can identify the sender of the SMS directly in their list of received mobile messages. This precaution will prevent your customer from being surprised when reading your message, thinking they have received a text from a friend or family member.

Strictly comply with the legislation governing the distribution of commercial mobile messages

As we have seen, you can only send commercial text messages to users who have given their consent, but that is not the only rule to follow.

You must also pay attention to the days and times you choose to send your mobile messages. In fact, the law sets specific periods; it is prohibited to send commercial messages on Sundays and public holidays. Text messages must be sent from Monday to Saturday between 10 a.m. and 8 p.m. You will therefore need to select the most appropriate time based on the operation you wish to implement. Not all hours are suitable for every communication campaign; for example, a promotion for a restaurant will have a much higher response rate just before meal times.

Analyze and use your operation's data in real time

A professional SMS sending service platform provides its subscribers with a dashboard that makes it easy to find all delivery data. This data is important and must be analyzed in real time throughout the mobile campaign. These figures will allow you to manage your dispatches to optimize your results and response rates.

This will allow you to quickly understand which days and times are most profitable for sending, and discover which types of offers generate the highest response rates. When used correctly, these features allow you to significantly increase the profitability of a bulk SMS campaign to your subscribers.