SMS Marketing is the success for a number of industries. On average there more than 95 million SMS are sent every single day in Malaysia. This is another way that retailers can engage with and motivate consumers.
What sets SMS apart from other marketing initiatives is the level of intimacy SMS has with the user. There's a difference compared to other digital and print ads, is that the subscribers on your list have explicitly chosen to receive communications from you and that they want to hear from you.
When you compare this with other forms of ads like social media, paid ads, or other tactics, nothing is more personal than SMS. Any message you're sending actually lands in someone's cellphone, every single time. Social media only reaches a ratio of your entire audience potential and paid traffic is often not qualified. The idea is with other forms of adverts, the activity of reaching out to people don't even know your brand yet with expectation for them to spend money on you.
Utilising SMS Marketing allows you to reach a qualified audience on an intimate nature, which means that these people are more qualified to take action.
Below you'll find ways Malaysian retailers can use SMS Marketing to lure in more foot traffic.
What to Include in Every SMS
Malaysian Retailers who have brick-and-mortar stores should always include information (a CTA) in every SMS as a reminder to come to the shop. Here are some things you'll want to consider; A specific landing page leading from the SMS that shows:
- A list of locations (plus a link to easily get directions from Waze / Google Maps)
- Store hours and phone numbers.
Use more personal language. For example: "Your Local Store", compared to "Nearby Locations" or "Nearby Stores". The more personalised the messaging feels to the customer, the more likely it will resonate.
Don't Just Send SMSs
There's more to SMS marketing than simply sending SMS's to your list. There's a requirement for maintenance, strategy, and nurturing involved, as well.
Building Your List
If you don't have an existing SMS list, you're going to need to get one. And if you're thinking that it's as easy as putting up a form on your website. Think again.
Customers sign up for SMS lists because they want to get something out of it. In some cases, it could be a free resource and for other cases, they sign up because of a free gift with purchase. If you're not sure what to offer your SMS subscribers, think about who your target market is and what they want. It could be as simple as a coupon code, but it needs to be appealing enough to make your customers want to give you their personal information.
Then think
how you will encourage customers to sign up on your list. There are many ways to do this, but again, it comes down to your target market. If your target market are mainly on Facebook, run a paid Facebook campaign to build your list. Likewise for other channels; magazines, forums, associations, etc.
Segmenting Your List
SMS list segmentation is important. Period.
List segmentation is by creating lists within your list. Sublists, of customers with similar attributes grouped together by demographics, purchasing behavior, SMS engagement, and more.
"If you want to use SMS to drive more foot traffic to your store, you must make sure that you're only SMSing customers that have registered interest to actually coming into your store."
SMS Ideas to Attract More Foot Traffic to Your Store
In-Store Events and Announcements
This method is a highly recommended way for retailers to boost foot traffic. If you really want customers to come to your events, you'll need to do more than just send a one-time event about it.
Instead, think of an SMS series that you can send weeks prior to the event. This helps build buzz, and your list is more likely to see it.
For example:
Athletic gear: Have a meet-and-greet with a local celebrity athlete. Send out emails that have exclusive Q&As, the athlete's training regimen, and videos where the athlete demonstrates different exercises. Post-event, distribute more fitness tips, coupons for any recommended gear (in-store purchases only!), and information on future events.
Celebrate Customer Milestones
Customers have relationships with brands, and the more brands nurture those relationships, the more they can expect their customers to purchase with them. Celebrating milestones in the brand's relationship with its customers you can encourage them to come in store to share that moment with your brand. Here are some examples of what you can implement for your customer:
- Birthday
- Anniversary of joining your SMS list
- Anniversary of first purchase
Build Hype Around Your Products
New Arrivals? Stock running low? Use SMS to create buzz around your products to give updates. Let your customers know about the status of products.
- New arrivals
- Popular products
- Running low
SMS Marketing Is Only as Strong as Your Strategy
At the end of everything, a strong SMS marketing strategy is important to ongoing and consistent success. Starting out with measurable goals and a target market in mind will help ensure your SMS marketing is as effective as possible.
Find out more about how you can implement
SMS Marketing here.
