Create an SMS Marketing Team
Large SMS marketing campaigns aren’t DIY. You’ll need a variety of skilled professionals in order to get the most out of your marketing strategy. One or a few people may fill several of these roles, but you’ll need: an SMS marketing program expert, a retail expert, coordinators for on-location signage, digital creative designers, social media experts, a promotions specialist, an ROI and discount budget analyst, and more.

Know your Customer
Use a CRM (Customer Relationship Management) app to measure the success of your messages. For more info on the best CRMs available, check out this ultimate guide.
Analyze purchase history and location-based demographics, so you can send the right messages to the right customers. If you’re a cosmetics line, don’t send an anti-wrinkle cream coupon to a twenty year old for your store in Houston when she lives in Boston.

Write Clear Messages
Get to the point: You have 160 characters to express yourself. Do it in less if you can. Make sure the message is clear and concise, written in plain English. Avoid abbreviations, emoticons, and all caps.
Don’t use open-ended messages. An example of an open-ended message is one that invites clients to a sale but doesn’t say when the sale ends.
Use Call-to-Action Buttons
Calls-to-action increase customer engagement with your SMS marketing texts. That’s exactly what you want from them: to be engaged, to value the texts you send, to read them, interact with them, and act on them.
Here are some call-to-action winners:
• “Show this text.” Asking customers to show the text in order to earn a discount is a clear and effective way to get them to engage in your promotion. Example: “Show this text for 50% off your dinner tonight.”
• “Click here.” Sometimes you don’t have enough space in your SMS message to include all the information your customer will need. Maybe you’re hosting an event, and you want to add a link to a map or a video about the event or a link to your website where there are more details. In that case, a “Click here” button will provide a link to the necessary details.
• Text-to-Win. Lots of customers would be interested in having a shot at winning a prize or gift from your company. Asking them to text in order to enter the contest helps increase customers’ engagement. If you’re not offering a sale or hosting an event, Text-to-Win campaigns are an effective way to remind customers of your existence and continue increasing traffic and sales.
• Text-to-Vote. Engage customers in mobile polling to find out how your company is doing in terms of service, product quality, prices, and more.
• “Buy now.” This is the perfect CTA button for targeted messages. If you know a customer routinely buys a certain product, you can send a text promoting that product with a “Buy now” button to make it easier for them to make a purchase.
Get Your Timing Right
SMS is all about immediacy. It takes people an average of three minutes to open messages. Clients’ responses to sales, promotions, and events promoted on SMS are most effective when they’re last-minute impulses. If you have a store opening event on Friday night, send the message Friday afternoon. If you have a dinner promotion at your restaurant, send it at the end of the workday, not in the morning.
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