Ideal Frequency for Sending an SMS Campaign
A company can implement several marketing campaigns to communicate about new promotions, news, and much more. Despite the rise of email campaigns, SMS campaigns remain very relevant, given the ubiquitous use of smartphones. If you’re a company wanting to run an effective SMS campaign, here are some tips for determining the ideal frequency for sending SMS to your customers.
The Benefits of Running an SMS Campaign
If many companies choose to regularly launch SMS campaigns, it’s because of the numerous advantages offered by this marketing strategy.
The Cost
SMS messages sent during a marketing campaign are relatively inexpensive for the company. On average, the cost per customer and per SMS is around 0.060 euros, although this amount may vary depending on the operator and the number of targeted customers.
In comparison, advertising display campaigns incur much higher costs. In addition to creation and printing costs, you also need to consider the costs of renting advertising spaces, which can be considerable. Thus, SMS campaigns offer a more economical and accessible solution, allowing companies to reach a wide audience without straining their marketing budget.
The Engagement Rate is Interesting
The engagement rate is particularly high with SMS campaigns. People check their messages daily and several times a day, which allows them to access their SMS much more quickly than their mailbox. Consequently, messages sent by SMS benefit from a much higher open and engagement rate than emails, with recipients more likely to read and react immediately to communications received on their phone.
A Simple Solution to Implement
SMS campaigns are also easy to implement, especially compared to other marketing strategies like emailing. When sending SMS, the company does not need to worry about the design, the subject of the email, or other graphic elements. The message must be short, concise, and to the point. This simplicity not only reduces preparation time but also the costs associated with design and content creation. Additionally, SMS marketing platforms often offer intuitive tools to manage sends and track performance, making this method accessible even for small businesses with limited resources.
Knowing Your Target and Objectives
To succeed in this communication strategy and especially to know the ideal sending frequency, you must perfectly know your customers and your objectives.
The Importance of Knowing Your Target to Determine the Sending Frequency
Knowing your target is essential to determine the frequency and optimal time for sending your marketing SMS. First, put yourself in your customer’s shoes to choose the best time to send. For example, no one likes to receive a message late at night or during the weekend, especially on Sunday. Sending SMS at these times can annoy your customers and compromise the effectiveness of your communication strategy.
To maximize the impact of your messages, it is crucial to consider the lifestyle habits of your target. Analyze factors such as the average age of your customers, their professional occupations, and their daily routines. For example, if your audience is mostly composed of professionals, sending SMS in the early morning, during lunch breaks, or late afternoon could be more effective. Conversely, if you target students, periods in the late afternoon or early evening might be more appropriate.
By taking these variables into account, you will be able to identify the moments when your customers are most receptive to receiving and reading your messages. This personalized approach not only improves the reading and engagement rate of your SMS but also enhances customer satisfaction by respecting their time and preferences.
Frequency According to Objectives
Each SMS sent must be guided by a specific objective, such as:
- Sharing a special offer
- Informing about an ongoing promotion
- Communicating about private sales
- Organizing a contest
- Informing about the opening of a new store, etc.
It is crucial not to send messages without a clear objective. Sending messages without a defined purpose may seem useless and can quickly lead to customer fatigue.
To maximize the impact of your SMS campaigns, send messages at opportune times and in connection with special occasions. For example, to announce new offers or the arrival of private sales, it is effective to send the message a few days before the start of the offer. This helps to generate interest and ensure that your customers are informed in time to take advantage of the offer.
By clearly defining the objective of each message and choosing strategic times for sending, you can maintain customer engagement and optimize the effectiveness of your SMS campaigns.
The Perfect Time to Send an SMS Campaign
To personalize your strategy as much as possible, you need to determine the sending frequency and the optimal time slot based on your customers. Although this requires a deep understanding of your audience, some feedback indicates that certain times are more favorable than others in marketing.
The Most Preferred Time Slots in Marketing
As mentioned earlier, it is wise to send your SMS a few days or a few hours before the event, as this communication method is read quickly and some customers may forget a message received several days in advance.
Marketing experts recommend sending messages on Tuesday and Thursday, days often perceived as ideal for this type of communication. Regarding the times, prefer sending between 10 am and 12 pm or between 2 pm and 4 pm. These time slots avoid peak hours at the beginning and end of the day, allowing recipients more time to read your SMS calmly.
The Preferred Frequency
Obviously, it is essential not to send too many messages in a row. Your customer may feel “attacked” and get tired of these sends, which will not have the desired impact on your target.
It is necessary to find a balance in your sends so that the customer does not forget you. Generally, it is recommended to send a maximum of 2 SMS per month if you have objectives to communicate.
And, it is recommended to send at least 4 SMS per year to your customers. If you plan few events in the year, take advantage of the few occasions to run an SMS campaign, and thus not be forgotten by your customers.
And, the Regulations?
To send SMS to your contact list, it is essential to comply with certain regulations to ensure consumer respect. In France, it is forbidden to send commercial SMS between 8 pm and 8 am, on Sundays, and on public holidays. These prohibitions frame the sends and ensure a better experience for customers, avoiding disturbing them at disrespectful times.
Even if you choose a spaced sending frequency, your customer must always have the option to refuse to receive your messages. Informing the customer of the existence of the Stop SMS commercial is essential. The Stop SMS must be included at the end of your message and explain the steps to follow to no longer receive messages from your company. This practice, similar to that of emails, is fully regulated to allow the customer to refuse commercial offers.
It is also crucial to obtain phone numbers with the prior consent of the customer to legally build a contact list. In case of non-compliance with these rules, customers can file a complaint, which can negatively impact your campaign and potentially your company’s reputation.
Now you know how to determine the ideal sending frequency and define the best time to send SMS. These practices are essential to succeed in your marketing and communication strategy.
And Tomorrow? A Real Innovation: SMS 2.0, Also Known as RCS
RCS, or Rich Communication Services, represents a significant advancement in the field of SMS campaigns. This new format transforms the classic SMS into a much more interactive and feature-rich communication tool. With RCS, you can send messages containing images, videos, carousels, interactive buttons, and even directly integrated product sheets. This evolution makes your campaigns much more engaging and allows for better interaction with your customers.
Main Features of RCS:
- Enriched Messages: Integrate rich media such as images and videos to capture the attention of your recipients.
- Interactive Buttons: Improve the effectiveness of calls to action with integrated buttons, facilitating navigation to your offers or website.
- Detailed Reports: Track in real-time the reading rates, clicks on links, and other interactions to optimize your campaigns.
- Enhanced Security: RCS messages benefit from increased security, protecting your customers’ sensitive information.
By integrating RCS into your marketing strategy, you can not only improve the user experience but also significantly increase conversion rates. Companies that adopt this technology now will have a competitive advantage by creating more dynamic and interactive campaigns.
It is therefore essential to stay informed about developments in the field of RCS and start planning its integration into your communication strategies to stay at the forefront of innovation in SMS marketing.