at the same time. Consider using a 2-step pop-up to avoid asking for too much at once.
marketing is creating a sense of urgency for your customers. Make it clear that they will rarely, if ever, get such a great offer again.
you to track your CTR (click-through rate) in Google Analytics. However, be aware that this data may not be 100% accurate.
Thank you for downloading our cheat sheet. We’ve done the groundwork to make it easy for you to get started with SMS marketing. This document is for personal use only and should not be shared, but feel free to direct others to download it at www.inmobile.com.
Keep your data organized
Make sure your data is updated with the correct country codes, and be diligent about importing valid phone numbers. Consider setting up a feature with your SMS provider that removes invalid numbers based on delivery information.
Automatic recipient synchronization
There are several integrations available for e-commerce platforms and email marketing tools. These integrations automatically sync your recipients with your chosen SMS gateway, from which SMS campaigns are sent.
Set up auto-blacklisting
Implement logic that automatically removes and blacklists phone numbers after multiple failed delivery attempts. The likelihood of these numbers being invalid is high, so there’s no reason to spend marketing dollars on them.
Ask for permissions during checkout
A customer who has already purchased from you is more likely to buy again. If you run an e-commerce business, it’s a great opportunity to ask for SMS permission during the checkout process on your webshop.
Use SMS contests to collect permissions. Competitions and polls are quick to set up, and it’s easy for users to participate via SMS. Consider rewarding participants with a discount code or similar to increase the chance of a direct conversion.
Add a mobile number field to your pop-ups
Many businesses collect email permissions through pop-ups. Most systems allow you to add extra fields, where you can - and should - collect SMS permissions
Remember general segmentation
One size does not fit all. Make sure to segment your recipients from one campaign to the next, so the content and message align with the selected target audience.
Segment based on purchase data
If you’re using a shop integration, you can send SMS messages to customers based on their purchase data. This allows you to use customer insights to offer the right messages to the right customers, increasing revenue for your shop.
Exclude active customers from your target audience
Prevent a poor customer experience by excluding recent buyers from most of your target audiences when sending SMS campaigns. Customers who have just made a purchase are less likely to respond positively to immediate follow-up promotions.
SMS content
Sender name
Create brand value with your sender name. Use your company name in your messages so it’s the first thing the recipient sees. A clear sender name not only reinforces your brand but also builds greater trust.
The ideal length
Statistics show that rejection rates are low and engagement is high when an SMS message contains 20–33 words. In fact, up to 49% of recipients unsubscribe if the SMS is too long.
The message
Your recipients engage for only a few seconds, so you should place your offer at the top of the message. Additionally, make sure the offers are exclusive to the SMS channel; otherwise, they lose their appeal.
Incorporate data
If you have the recipient’s name for your SMS campaign, you should include [NAME] in the message. Conversion rates can increase by up to 60% when the offer is personalized with the recipient’s name.
Create urgency
One of the most effective conversion tactics in SMS
Time-sensitive offers
90% of recipients see your SMS within 3-5 minutes of receiving it. This makes the SMS channel perfect for flash sales and other time-limited campaigns. Adding an expiration to your offers will boost conversions.
Since SMS communication offers very limited advertising space, it’s important to deliver messages that are short and straight to the point. Always remember that the content must be relevant to the recipient.
A CTA (Call to Action) is what drives your customers to redeem the offer. It’s essential to include a link in your SMS message if you’re an e-commerce business. For other types of businesses, it’s important to clearly explain where and how the offer can be redeemed.
Are emojis in SMS a go or a no-go? The short answer is no. inMobile has researched the impact in collaboration with Luksusbaby. See the results of the study in our article on Emojis in SMS. You might also consider testing how your own target audience responds to emojis.
Most SMS gateway platforms allow you to send a test message to a single number before launching the campaign to your entire audience. This is your chance to correct errors and fine-tune the message.
Gain insights into who clicks on the links in your SMS messages and how many do so. You can use this data to optimize future SMS campaigns, ensuring that your click-through rate (CTR) continuously improves.
Track your conversion rate using a unique discount code exclusive to the SMS channel.
Add a UTM tag to the link in your SMS. This allows
Avoid using shortened links like bit.ly or tinyurl. These can make it difficult for recipients to identify the sender and may raise concerns about spam or malicious links.
Including the sender’s name in a link builds trust with recipients and increases the CTR (click-through rate) of your links. A study made by Rebrandly even shows that links featuring the sender’s name have up to a 39% higher CTR than generic links. Use link tracking to shorten your links on your own domain.
The best time to send SMS messages is typically between 8:00 AM and 9:00 PM. Test different send times for your business and let the data reveal the optimal timing for your target audience.
Unsubscribe rates for SMS offers sent on weekends are higher compared to those sent on weekdays.
Black Friday, Cyber Monday, January sales, payday, birthdays, child benefit payments, tax returns, and holiday pay - keep these in mind and use them to send relevant SMS campaigns.
To achieve the best effect and response from your SMS campaigns, it’s important to consider the frequency of your messages in your planning. Sending too often risks overwhelming and disengaging your audience.
It can be tempting to send frequent SMS campaigns, but you risk annoying recipients with too many messages. Consider testing to find the perfect frequency for your target audiences.
It’s okay
The recipients who unsubscribe from your SMS list are most likely not people who would engage with your campaign now or in the future anyway. Those who remain, have made an active choice to stay.
Unsubscribe via link
If your SMS messages are sent for marketing purposes, the Marketing Act requires that there must be an option to unsubscribe in the message. Therefore, include a userfriendly unsubscribe link in your SMS, and save the cost of using a keyword at the same time
Unsubscribe via SMS
Use a keyword for unsibscribing. For example: “Text BRANDNAME STOP to 1245.” If you’re sending SMS campaigns in multiple countries, you’ll need to set up a dedicated shortcode for each country.
Unsubscribe via API
Manage unsubscribes within your own system by using an API.
Set up ”Abandoned product page”
Send targeted SMS messages to customers who have shown repeated interest in a product category or specific products.
Set up “Abandoned cart” via integration
The customer has added items to their cart but leaves without purchasing. Win them back with an automated SMS.
Set up “Abandoned cart” via API
In e-commerce, up to 68% of customers add items to their cart but leave without completing the purchase. Win them back with an automated SMS.
Upsell flow
Send targeted offers based on previous purchases and product types. E.g. offer accessories, a service plan, or other relevant deals. You can also remind customers when it’s time to buy again - like dog food, wax beads, shampoo, and more.
Offer products that pair well with items the customer has already purchased, and boost your sales.
Welcome flow
Greet new customers with an automated SMS and make them feel valued.
Win-back SMS
Re-engage inactive customers with a compelling offer or a unique discount code.
Back-in-stock SMS
Send an automated SMS to customers who’ve shown interest in a specific product that’s now back in stock.
Price drop
Send an SMS to customers who’ve shown interest in a product that has just dropped in price.
Customer survey
Send automated SMS messages to gather insights on your customers’ shopping experience with your business. You can also encourage them to leave a review on Trustpilot.
If your livestream shopping event is hosted on Facebook, only your followers will receive a notification about the event. That’s why it’s a great idea to also invite customer groups from your SMS permission lists, as they are likely much more ready to buy than those who’ve simply liked your Facebook page.
Create 2-way communication with your audience
SMS can be used for 1:1 communication with your customers. Offer a unique discount code, VIP shopping access, or first-in-line status. By allowing customers to reply to your SMS with a simple “YES,” you’ll significantly boost engagement.
Measure the impact of your offline marketing with an SMS call-to-action in your radio or TV ads. Do this using a keyword.
suggests, you should keep your message brief. Staying under 160 characters isn’t just concise - it’s also costeffective, as this is the limit for a single SMS.
Avoid repetition
Don’t recycle the same messages. On smartphones, SMS messages appear in the same thread, making it easy for recipients to compare your unique offer with previous campaigns.
y Only 1% of all SMS messages are considered spam (mobilemarketingwatch.com, 2022)
y 98% of all SMS messages are opened.
y SMS saves the British healthcare system up to £150 million a year.
y 75% prefer receiving an SMS over making a call.
y 95% open their SMS messages within 5 minutes of receiving them (marketingplatform.com, 2021)
y 62% shop via their smartphone (Statistics Denmark, 2021)
y 5 billion people use SMS to communicate, which equals about 65% of the world’s population.
y 52% prefer that brands include direct links in their SMS messages.
y Nearly 3 out of 4 say that a brand has never communicated too personally.
y 96% of all households in Denmark have a mobile phone.
y An Epinion survey shows that while 40% of Danes make a daily phone call, 54% send SMS messages daily. This gap widens the younger your target audience is (salesforce.com).
y In 2021, SMS moved up four spots to seventh place among consumers’ preferred communication channels.
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Unsubscribe: [UNSUB_LINK]
They sold out in hours last time! The popular swim pants are back in stock in all sizes and this summer’s hottest colors. Shop at [SHOPLINK] before 10 PM, and we’ll add a surprise to your order.
Have a great evening! :-)
Unsubscribe: [UNSUB_LINK]
We’re going LIVE tonight with the season’s biggest trends, and you’re invited, [NAME]!
Our stylist will share tips and show how to mix and match our best-selling styles. There will be giveaways and fun competitions. See you at 8 PM, [NAME]? Event: [LINK]
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FINAL CALL! Only 12 hours left of the mid season sale – Up to 70% Off! Shop now: [SHOPLINK] while supplies last.
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FREE night cream for you, [NAME]! Yes, you read that right. Spend 500 DKK or more on Ecooking products and get a free night cream with your order. Browse the selection here: [SHOPLINK]
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You’re one of our most loyal customers, [NAME]! That’s why we’re giving you an exclusive chance to shop new arrivals at a discount - outside regular store hours. Friday from 7:00–9:00 PM. Shop with a glass of bubbles in hand and get ready for spring.
Unsubscribe: [UNSUB_LINK]