It’s a busy quarter for retailers as the countdown starts for two of the most important holidays for consumer spending: Valentine’s and Mother’s Day.

If there’s one thing you can be certain of it’s this - your customers are spending more time on their phones than ever before. Online shopping has become the norm, so competition is tough.

In this blog, we’re laying down our holy grail of SMS marketing for boosting conversion rates and building consumer loyalty this season.

How to make an SMS campaign stand out:

Let’s take a deep dive into the elements that make up a high-converting SMS marketing campaign.

Put customers at the heart of your campaign

If we think back to some of the most iconic and memorable Mother’s Day campaigns, such as P&G’s 2016 Olympics and Pandora’s iconic unique collection, there is one thing that they all have in common. Real people, real stories, and real experiences.

If you’ve been stuck in a transactional lull with your customer comms, it’s time to bring a new level of meaning to your relationship with an interactive SMS campaign that asks for and shares user-generated content. Make your customers and their gift ideas or Mother’s Day traditions the heart of your campaign this season to build engagement on a new level.  

Add a personal touch

Utilising the recipient's name, recalling previous purchases, or providing personalised suggestions based on their preferences can infuse the message with a sense of individual attention.

Nobody wants to feel like just another statistic or column in a database. So, why not design a campaign that starts with an opt-in or a survey/poll to uncover your customers’ interests and preferences about exclusive offers, new products, or even just what they want to see more of from your brand?

Even something as simple as an opt-in before your first set of Mother’s Day comms could make a big difference to customer sentiment. Show your sensitive side and acknowledge the mixed emotions about this occasion.

Offer the right price

Entice them with promotions and rewards. It's commonly said that everything comes with a price, and if your conversion rates are dwindling, your offers might not be up to par. It's not just about offering discount codes to attract new customers; it's also crucial to nurture your existing loyal base.

Consider introducing exclusive sales for SMS subscribers. Create an SMS alert offering customers a limited time to access your Mother's Day product line at reduced prices. Craft an offer that is just too good to be ignored, coupled with a feeling of exclusivity - few things are as compelling as the fear of missing out.

Listen to your customers

If reporting isn’t already your best friend when it comes to tracking the ROI of your SMS campaigns, then now’s the time to start.

Before working on your next campaign, it’s a good idea to take a long hard look at the data in front of you from the previous. Try and figure out what’s working and what isn’t working. Every SMS campaign that you create this year should be taking onboard previous customer engagement and tweaking the messaging, the CTA, or the link to improve for the next one.

A best practice for this is to send an SMS survey to the same customer list and ask for feedback, with an incentive like extra loyalty points or a giveaway to boost the response rate.

Timing is everything

Choose the timing wisely, no one wants to receive a text message at 3 in the morning on a school night. It’s invasive and can often come across as desperate, which might really put customers off making a purchase with your brand.

We have found that lunchtime between 12-2 works well and also the late afternoon/early evening between 4-7 pm. This is the time people are on their phones the most, making this the most effective time to send out SMS campaigns.

Get to the point

Remember that your customers are just as busy as you are. Make sure your text messages are short and sweet.

A thoughtful SMS send with a reminder that the delivery deadline for Mother’s Day is coming up, and a link to your special collection product page is a concise and effective way to nudge customers towards making or completing a purchase.

Bringing it all together

Segmenting your subscriber list and planning seasonal campaigns in advance are key strategies for delivering well-timed and thoughtful SMS campaigns. Leveraging SMS alerts, such as reminders of upcoming deadlines or low-stock alerts, can create a sense of urgency and drive conversions.

It’s all good and well getting creative with your marketing but the important thing is to know your customer base, and know what will work well for them. It's important to keep text messages concise, clear, and easy to read, with direct links and buttons for customers to take action quickly and easily from their phone.